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Redefining Viewer Relationships: The New Approach in OTT

As video consumption has shifted to become streaming-first, many companies in the entertainment and media industries have awakened to the need and reality of establishing a direct relationship with viewers.

Direct viewer relationships were once perceived as an unnecessary cost, one best left to broadcasters and multichannel video programming distributors (MVPDs), such as cable and satellite providers. At that time, few content producers considered consumer feedback as essential in content creation and even fewer sought direct engagements with viewers.

Times have changed and owning the viewer relationship has become key to thriving in the new world of over-the-top (OTT). Merkle partnered with Parks and Associates to interview media and entertainment executives who have already made a successful transition to direct-to-consumer marketing. In this paper, they share what these pioneers are doing to win in a rapidly evolving and competitive M&E landscape.

What you will learn:

  • 6 keys to a rewarding direct-to-viewer relationship
  • Considerations for making the switch to an OTT model
  • Trends for OTT viewer consumption
  • What is top of mind for OTT leaders, from the leaders themselves
  • Technologies required to support a direct-to-consumer relationship


“In 2018, 36% of broadband households subscribe to two or more of the 220 available OTT video services in the US”

Parks Associates