The multiscreen video services market is an increasingly competitive one. Premium media asset owners face the dual challenge of optimizing content acquisition and managing linear and non-linear TV operational costs to improve profitability margins. As the consumption of premium media assets – including sports, movies, and time-bound events – moves to second screens, the integration of legacy linear with next-generation video workflows (OTT, IPTV, VOD, and TV Everywhere) is becoming a top priority for media enterprises. This is a challenging task given that traditional distribution workflows were built utilizing multiple integrated silos. Ovum believes that in order to manage these complexities effectively, and to prepare for future developments, media enterprises need unified solutions and platforms that provide end-to-end video workflow capabilities across linear and non-linear channels.
Ooyala's acquisition of Nativ.tv addresses the primary pain point in the video distribution value chain by not only providing two vital technology stacks, but by complementing Ooyala's long-term vision of a personalized online video delivery platform (OVP) offering media content distribution anywhere. Media enterprises can leverage Nativ.tv's two essential technology stacks – cloud-based media asset management (MAM) and production asset management (PAM) modules – to seamlessly manage their complex linear and non-linear workflows. Nativ.tv's strong tier-1 customer portfolio in Europe will also extend Ooyala's reach in this market.
Converged OVP streamlines linear and non-linear video workflows and lowers content acquisition costs
Over the last year, Ooyala has focused on acquisition to enhance the value of its OVP for multiscreen video service providers and advertisers. Its purchase of Videoplaza assets in October 2014 not only added multiscreen video advertising and programmatic exchange capabilities, but also increased its enterprise reach across European markets. The unique value of Videoplaza rests in its flagship Ooyala Pulse product (previously Karbon), which is deployed across 50% of regional and local broadcasters.
Similarly, the more recent acquisition of Nativ.tv is a natural extension of Ooyala's move toward reducing two core pain points faced by premium media asset owners: the ability to deliver a personalized user experience and to distribute content on connected devices in real time. These challenges have increased content acquisition costs for enterprises, in terms of original programming production and licensing of third-party premium content to personalize the user experience on multiple devices. As content costs rise, broadcasters and film studios are reevaluating media asset acquisition strategies and processes to ensure higher profit margins.
When combined with Ooyala's analytics module, Nativ.tv's core Mio Everywhere platform has the potential to reduce content acquisition costs, given its ability to track media asset consumption patterns across multiple devices in real time. Media enterprises can then utilize these insights to craft optimal pricing for contextual content. Furthermore, Mio's prepackaged MAM and PAM modules provide seamless workflow for multiplatform video monetization. Ultimately, Ovum believes Ooyala has made significant progress toward delivering a converged online video delivery platform that can help media enterprises streamline their end-to-end content distribution workflows – from asset centralization, to production, to delivery, and ultimately, monetization.
Nativ.tv's premium media logistics workflow enables faster time to market, along with the diversification of Ooyala's segment portfolio and a reduction of market risks. It brings tier-1 customer accounts such as ITV, Audi, TV2, and the Financial Times, thereby strengthening Ooyala's regional presence in Europe. Moreover, as rich media emerges as a preferred digital customer engagement tool in markets such as retail, healthcare, and financial services, Nativ.tv's end-to-end video logistics workflow also gives Ooyala access to non-media markets, thereby reducing its dependency on the media sector. Ovum believes that as the repurposing of premium, first-look content on connected platforms becomes increasingly important, and as media enterprises seek to unify their video delivery workflows to realize greater economies of scale, the number of acquisitions similar to that of Nativ.tv by Ooyala is likely to increase.
Kedar Mohite, Senior Analyst, Media & Broadcast Technology Services