Are OTT Super Apps Really the Future of Video Streaming?
Recently I read an article that got me thinking about OTT super apps and how they disrupt the regularities of the video streaming landscape.
The write-up focuses on how people nowadays look for an app where they can have access to content from several OTT players and streaming services. Ideally speaking, over 70% of US households today have subscribed to 3 or more different streaming apps, and wouldn’t it be a delight to have them all in one place?
OTT Apps Vs Super Apps
As I was reading through, I started comparing standalone streaming apps like Netflix, Amazon Prime, Disney +, and more with OTT super apps. It is true that these big players have gained most of the market share and are the go-to platforms for content consumption.
So, in this case, do super apps have the potential to bundle and provide the same experience as those of these popular market players? The answer is yes, provided OTT super apps are built and launched right.
- User experience should be fine & flexible
- One subscription plan for all services
- Seamless payment gateway
- Simplified navigation
- Popular content titles under one roof
When these parameters are ticked off, there is definitely great potential for super apps to become the next big thing in the entertainment video ecosystem.
What is OTT Aggregation?
Combining content from several OTT services into one app is called OTT aggregation. This is yet another topic I’d like to throw light on.
As discussed in “OTT Super Apps — The Future of Video Streaming”, viewers today are spoilt with choice. There are hundreds of streaming services that people sign up and subscribe to. However, oftentimes, managing or renewing subscriptions becomes a tedious chore. Being caught up in the hustles and bustles of everyday life, wouldn’t a super app become an easier alternative? Also, from the business perspective and as a content owner, partnering with a super app seems like a profitable and win-win opportunity for both the aggregator and the content owner.
OTT aggregation
- Paves the way for more viewership
- Drives increased traction from diverse OTT users
- Benefits content owners & small platform owners
- Cuts down on customer acquisition, conversion & retention costs
Streaming Guides, Super Apps & More
OTT seems like an exceptional space where businesses can thrive. 5 years from now, streaming guides and OTT super apps might be the new trend. Considering its convenience and ease of use, there are high chance people prefer a one-subscription hub for video content consumption. Whatever the case, OTT has been an impressive space for returns and will continue to do so. It is the changing dynamics of viewership and user-paying habits that will decide the future of streaming. Ultimately we wait and watch!!!
