Price Tag Is Key Piece Of Over-the-Top Puzzle

摘要

The question of whether over-the-top video offerings will be successful in storming the pay-TV world might well depend on the prices players try to charge consumers. A recent report from Wall Street research company MoffettNathanson says "it will be price that matters above all else." Both programmers and distributors are wading into the OTT subscription business, in part to capture young cord-never viewers and partly because it gives them a direct connection to their customers. Dish Network was early into the market with its low-price Sling TV. And CBS Corp. is betting big on CBS All Access and Showtime OTT offerings, estimating that if they attract 8 million subscribers by 2020 they will generate $800 million in incremental revenue. The entire market is waiting for Hulu to disclose the price of the live-TV service it plans to launch next year.