Nayla Nassar on the transformation of broadcasters to embrace the streaming era

Ramping Up Investments in Original and Targeted Content

The streaming age has redefined what it takes to capture and retain audiences. To thrive, broadcasters have substantially ramped up their investments in original and exclusive content. Fresh, engaging programming has become indispensable for attracting and retaining subscribers in an increasingly competitive market. This shift has also driven a focus on niche and targeted content, designed to resonate with specific demographics rather than catering to broad, generalized audiences.

Making Decisions Driven by Data

Streaming platforms excel in leveraging viewer data to create personalized experiences and make strategic decisions. Through detailed data collection and advanced analytics, broadcasters can achieve the following:

Optimized Content Strategy: Data analysis helps broadcasters understand audience habits and trends, shaping decisions on content production and acquisition. At the same time, behavioral insights enable precise ad targeting, maximizing relevance and advertiser value.

Enhanced Content Personalization: AI and data analytics enable platforms to suggest content tailored to individual preferences, viewing history, and interests. Personalized experiences increase viewer satisfaction, retention, and reduce “decision fatigue,” especially with extensive content libraries.

Service Enhancements with Data-Driven Flexibility: Data-informed decisions allow broadcasters to continually refine user interfaces, improve search functionality, and introduce features aligned with viewer needs. By leveraging real-time viewing data, broadcasters can stay responsive to evolving habits. Adaptations may range from optimizing content length and genre focus to refining app interfaces and improving streaming quality. The goal is to maintain a continuous feedback loop with viewers, helping broadcasters stay at the forefront of changing preferences.

Leveraging Automated Scheduling

Broadcasters are increasingly incorporating Free Ad-Supported Streaming TV (FAST) channels into their strategies. Tools like Mediagenix Scheduling Artist enable seamless, automated content scheduling, allowing broadcasters to deliver fresh and timely programming with minimal manual effort.

Navigating Rights Management and Licensing

Effective content rights management is a cornerstone of success in the streaming era. Broadcasters must navigate intricate licensing agreements for on-demand and live-streaming rights, often across multiple territories. To maintain greater control and a competitive edge, some broadcasters are opting to retain exclusive rights for their platforms rather than licensing them to third-party streaming services.

The Road Ahead

From crafting compelling content to leveraging cutting-edge technology like AI and data analytics, broadcasters are finding new ways to stay ahead of the curve.

Broadcasters who embrace this evolution with the creativity and agility to deliver the right content to the right audience, through the right channels, at the right time, are not just surviving—they are thriving.

Nayla Nasser spoke on this topic at Nextv Series MENA in Dubai on December 10, 2024.