D2C is not enough: How Pay TV can help drive SVOD/AVOD success

Among adult U.S. TV consumers with broadband, 74% use at least one of the top three providers, and 46% use two or more. As Disney and others ramp up their marketing campaigns for their direct-to-consumer (D2C) services, it will become even harder for smaller services to break through the chatter.

It is time for SVOD and AVOD providers to start thinking outside of the D2C box to keep growing. As this paper reveals, online TV providers of all sizes are discovering that traditional pay TV services can be great partners in helping to expand distribution and to reach new potential customers.

The paper presents five key challenges faced by direct-to-consumer (D2C) providers in the increasingly competitive online TV market. It also discusses how pay TV operators can provide alternative approaches to these problems.

The five topics covered are:

• Accelerating growth
• Marketing in a video context
• Reducing barriers to signup
• The emerging role of search
• Enhanced monetization opportunities