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Introduction

Pluto TV, launched in March 2014, aims to condense on-demand online video content into a linear, lean-back experience reminiscent of traditional TV.

Highlights

  • Although online video is growing in popularity, TV remains dominant in terms of the actual time that viewers spend watching. In the UK, Ofcom’s most recent Communications Market Report found that 69% of the viewing time of adults over 16 was spent watching live broadcast TV in 2014, while just 5% was spent using on-demand/catch-up TV

Features and Benefits

  • Examines the Pluto TV concept and its potential impact on pay-TV and traditional broadcasting companies
  • Assesses the role that short-form on-demand online video content has to play in a linear environment
  • Pluto TV’s example offers key lessons in packaging online video for a TV audience through a linear programming model

Key questions answered

  • What are the drivers behind Pluto's attempt to revert the online video experience to a linear mode of viewing?
  • How can traditional video players incorporate the Pluto concept into their own offerings?

Table of contents

Ovum view

  • Summary
  • Pluto TV aims to take the on-demand out of online video
  • Pluto is moving into the domain of broadcasters
  • Short-form online video has a place in the traditional TV ecosystem

Appendix

  • Further reading
  • Author

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