OTT TV is Consumed by Individuals, Not Households

Increasing numbers of pay TV operators and broadcasters are making their first steps in the OTT TV (Over-the-Top TV) space. When they characterize their cross-device OTT TV services, they often find it hard to adapt to this new medium and fully utilize the advantages it offers. One of the major paradigm shifts pay TV operators and broadcasters should make in order to improve monetization of content in an OTT TV service, has to do with the target audience of the service. Granted, in the end it’s the same people. But in the OTT arena the household no longer consumes content as a single unit, but as individuals with different preferences.