Managing content for OTT

A decade ago, the idea that consumers should decide when and where to watch something was an aspiration. Today OTT video is a reality. More to the point, it is a highly competitive reality.

Akamai Technologies Director of Product Marketing Ian Munford says: “We are coming to a point of saturation in terms of entertainment options. It’s no longer possible to just turn on an OTT service and capture a share of attention, especially since the competition is fierce.

“Distributors are responding to this in many ways,” he adds. “We expect to see innovation continue in delivering a better-than-TV experience, especially on connected TVs, which is the battleground on which the fight for audience attention will be played out.”

But even if smart TVs are the main battleground, OTT providers will have to…