5 Reasons Broadcasters Need an OTT Strategy

[Commentary] In 2015, over-the-top video is showing no signs of slowing down. The writing is on the wall. Here are five reasons why:

1. Viewership is going there with or without you: In 2015, OTT viewership is expected to nearly double to 6.9 hours per week.
2. Advertisers Are Following Viewers to OTT Platforsms: The Diffusion Group predicts the OTT share of overal TV ad ales will grow swiftly over the next five years.
3. The OTT ecosystem is maturing: Audiences are going to become more niche, and they're going to seek out the content they want to consume and choose to view it on the devices they prefer.
4. OTT Competition is Heating UP.
5. Viewers Demand a Seamless Experience: An OTT startegy must be an all-platform strategy.

[JD Nyland is director of product management for Adobe Analytics]