Almost every day, somebody in the TV industry will wonder what's next on the horizon for OTT multiscreen. This is not surprising given the success of content companies like HBO and Netflix. But the OTT multiscreen model is still evolving and key benchmarks that define what consumers want and are prepared to pay for stems not from linear TV but from Internet entrants. The likes of Amazon, Google and Facebook showcase the essence of the smart experience that many media brands aspire to. In part, these firms are responding to demand but they are also feeding and defining a certain level of expectation: a level of immediacy and responsiveness that TV traditionally has not yet exhibited. As we look to the future of OTT, such technological advancements are only set to continue dramatically enhancing the experience. TV consumers, like web users, have come to expect that providers will know what they want before they want it. In a correlation to Internet firms sifting data to deliver increasingly targeted ads and content, OTT needs to be able to analyse predictive data in realtime and use that data to drive experiences. Behind the scenes, these analytic systems cannot be built in isolation. The steps around creating and transforming content and the crucial content metadata and user behaviour have to be considered and built into processes and workflows. Like the internet pioneers truly know, data allows sellers to understand, serve and retain buyers more than almost anything -other than great content.
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