How Consumer Data, Insights Can Aid Players in the Video Streaming Wars


The new streaming platforms will be subject to targeted programmatic ads, and video streaming rivals must become able to position themselves in response to these changes. Companies need to learn how to provide targeted and well-understood audiences with services. It means tailoring content on a granular level for different niches and providing additional resources such as social media interactions.

For any streaming service to succeed, reliable data and consumer insight capacity make data the most powerful weapon. Information building and analytical capability will help identify and target customers based on ever more diverse consumer behaviour. The new fight for supremacy in the TV and film industry is fully digital. It represents a new economy with a new playbook and will be explored in-depth by some people who participate. We will need digital experience with a solid history that will help companies compete in the video streaming wars ahead.


Video streaming has lasted for many years, but the technology has now progressed to shake down a decades-old business model and disrupt long-established movie and TV players. Let the wars start with video streaming.

Over 50 years, studios in partnership with traditional theatrical exhibitors, broadcast networks and cable networks have operated a lucrative B2B content wholesale model. It was challenging to displace this highly profitable model, but the Internet has a disruptor. A variety of competition players in video streaming have opened up a new age of direct ties with new businesses. The content has been transferred directly to consumers online by digitally born companies over the last ten years. Netflix, Amazon and Apple took market shares from the conventional content producers and distributors and forced them to take the lead in the video streaming war with established business models. Disney and NBCUniversal Comcast invest in their services by billions, while Warner Media of AT&T alone will devote $2 billion to developing the HBOMax network in 2020.

These new entrants are surrounded by an already burgeoning market, including telco-cable companies, device manufacturers and content studios, each for their purposes. Apple can sell more devices and build a stronger ecosystem using its new Apple TV+ service, but it can lose money. In November 2019, Disney, on the other hand, is making bets on Disney pulse service.

The video streaming market will be shakeout as these firms build their audiences. According to a survey by Wall Street Journal / Harris Poll published in November 2019, the average American subscribes to 3.6 streaming services–no space for everybody is available. Many companies are going to move forward by the summer of 2020, but long-term video streaming wars are expected.

Companies must compete on a course below them. You’ve got to follow some new models that change the game :

·        Bundling:

 Company companies like Roku, ReelGood and JustWatch offer aggregated streaming services to people from different sources with a range of content. This market is likely to continue to develop, with incumbent players from other markets. It is easy, for example, to see Facebook or Google offer search services for streaming.

·        Advertisements

Google and Facebook have demonstrated the importance of digital advertising, and it is expected to emerge as the leading revenues trend for video streaming and may counter frustration to customers. The WSJ survey found that the average American is prepared to pay $44 for subscription services per month. That is 14 dollars more than what people are paying now, but the upper limit is limited. Advertising gives players more room to compete, reducing subscription restrictions.

·        Transactional

Many businesses use their advertising to draw buyers to other items, similar to how retailers put customers with the loss leaders in front of the store. Additional services or goods may include broadband access or a mobile or tablet device.


In conclusion, consumers are ready to spend more on the content they want. This is good news for brands that launch new services for streaming. Half of all the consumers who have been surveyed have demonstrated an interest in subscribing to at least one of the next six to 12 months of new video services. Nevertheless, progress could be accomplished by unaided awareness of New Streaming Services. 51% of customers said that they couldn’t think of any new entrants on the market.

When inspired by brand names, customers are very enthusiastic about Disney+, which is no surprise given the convincing marketing campaign Disney unveiled last November. It is important to note that streaming services planned for 2020 may not have increased in promotional campaigns, such as NBCU’s Peacock and Warner Media’s HBO Max. We anticipate that Peacock’s interest will increase as details relating to the likely ad-supported offer become more apparent. New streaming platforms with original and exclusive content are mainly interested in the user.

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