At the end of the day, the focus was on the OTT business and the convergence with traditional broadcasters. Joe Fregoso, Director of Mediagenix, analysed that one of the main challenges facing broadcasters in the era of multi-platform consumption is the use of forced OTT. “The broadcasters had to implement platforms to be present with some flows of their linear television, and not as an independent product with its pros and cons. I see mainly four challenges. How to program accurately on different platforms and maximize their rights; monetization and new business models; the lack of geographic limitation that presents new challenges; and how to get platforms and systems that help deliver content in the right way.
From Mediagenix they work with partners like Viacom, Turner and Disney; and in turn in Mexico they work with operators like MVS, Dish and Grupo Imagen. “We are willing to work with any type of company to optimize their workflows,” said Fregoso.
Regarding the ways to measure the impact on the platforms and the possibility of monetization, Alejandro Rojas, Regional Director of Parrot Analytics, considers that “the global and cross-platform situation leads to a complication in measuring the arrival and that is where Parrot has a hand in demonstrating the relevance of the business. That is why the disruption in measurement arises. All that interaction leaves a digital footprint when it comes to establishing links between audiences and content. So the next challenge is also in monetization and how to leverage the models to deliver the solution. Regarding the use of the new measurement tools, Rojas clarified: “I think customers are already taking advantage of the results of that, but there is still a lot to do. They are following up on almost 15 thousand titles to analyze their performance both in the region and the rest of the world. People spend half a day interacting with at least one screen, so you have to take advantage of that information to direct content development from the beginning, not to plan expansion strategies once the product is completed before it is released.
Alonso García Puentes, Country Manager of Shutterstock, analyzed the generation of quality content and highlighted that “the box office grew 32% between 2014 and 2019, so the revenue from content generation grew from USD 36 billion in 2014 and is expected to reach USD 48 billion in 2019. On the other hand, revenue from on-demand online content generation grew from $15 billion in 2015 to $30 billion in 2019. The use of image banks, soundtracks and videos has contributed exponentially to the development of productions, reducing the extra costs that could have been generated to carry out complementary content to the core of a production.