After a tiring day at work don’t you just want to plop on your sofa, turn on your television and consume content of your choice? Enter OTT channels, your companion who supports your love for daily soaps or one who showers you with the latest shows, neither gets spooked by your love for true crime documentaries nor cringes on your choice of rom-com. Over-the-top (OTT) platforms have grown to be just the perfect partner in these situations. If you don’t own a TV, OTT platforms can adjust to your choice of device i.e., mobiles phones, tablets or laptops, and make you just as happy. OTT platforms are also compatible with different age groups, serving the content of choice at a time that suits you!
In a parallel scenario, is successfully marketing an OTT channel as easy as it has made content consumption for us? Truth be told, it requires a nuanced approach that goes beyond traditional strategies. To captivate diverse audiences, it is essential to tailor your offerings to specific regions. Scroll on to explore why marketing for an OTT channel is different, the role of content in it, and key pointers for crafting a localised content strategy.
Understanding OTT & Its Unique Marketing Challenges:
OTT, i.e. content distribution over the internet, bypasses traditional broadcasting methods. Popular OTT platforms such as Netflix, Amazon Prime Video, and Disney+ have disrupted the media landscape, providing users with on-demand access to a vast array of content in the form of movies, TV shows, series, documentaries and short films. While the benefits of OTT are apparent, marketing an OTT channel presents distinct challenges compared to other forms of media distribution.
Fragmented Global Market: Unlike traditional media, OTT operates in a highly fragmented global market with diverse cultures, languages, and preferences. A one-size-fits-all marketing approach is unlikely to resonate with audiences worldwide.
Intense Competition: With the rise of OTT platforms, the market has become fiercely competitive. To stand out, it is crucial to develop a deep understanding of local markets and deliver content that aligns with their unique tastes and preferences.
The Role of Content In OTT Marketing:
Content is at the heart of any successful OTT marketing strategy. It has the power to engage, entertain, and forge emotional connections with consumers. When it comes to localising content for specific regions, you must pay careful attention to cultural sensitivities, language nuances, and storytelling techniques. Here are some key pointers to consider when tailoring OTT content for specific regions:
Market Research: Your first step is to conduct comprehensive market research to understand your target audience's preferences, consumption habits, and cultural nuances. Identify the genres, themes, and formats that resonate with your local viewers.
Localisation and Subtitling: Translate and localise your content to reflect the target region's language, dialects, and cultural references. Invest in professional subtitling and dubbing to enhance accessibility and reach a broader audience.
Regional Partnerships: Forge partnerships with local content creators, production houses, or influencers who possess an in-depth understanding of the target market. These collaborations can provide valuable insights and help create authentic and locally relevant content.
Personalisation and Recommendation Algorithms: Leverage data analytics and recommendation algorithms to personalise content recommendations based on users' viewing patterns, cultural preferences, and regional content trends. This approach enhances user engagement and encourages longer-term subscriptions.
Social Media Engagement: Utilise social media platforms to interact directly with your audience. Share behind-the-scenes content, localise promotional campaigns, and foster a sense of community with your social audience. Engaging with users through comments, polls, and contests can cultivate a loyal and dedicated fan base.
Flexibility in Release Strategy: Consider releasing content simultaneously or shortly after its global release to minimise piracy risks and capitalise on regional hype. This strategy builds anticipation and ensures a seamless user experience across different markets.
The popularity of the OTT industry lies in its ability to adapt to its consumers’ needs. Whether it’s the kind of content, the consistency in distribution, or its reach in the consumer market, OTT platforms constantly have to stay on top of their game to satiate viewer needs. As a marketer, you need to keep an eye out for what your consumers need and what your competitors are up to and balance the two to drive effective results.
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Psst! This blog was made with 💛, lots of teamwork and edited by a human with some help from Generative AI. We’re not ones to steal credit. #PuttingItOutThere