Investigación de mercado de medios over the top (OTT)

Una de las mayores transformaciones en los medios en una generación

Over-the-top media, also known as OTT, refers to the delivery of audio, video, and other media over the internet. This delivery takes place without the direct involvement of a telecommunication company. At first, this term was only used to describe the distribution of audio and video. It has since expanded to cover any service that is available over the internet. A subscriber for OTT services is free to access his or her subscribed media from anywhere in the world at any time. Soon, subscribers will be able to stream media using any form of access technology.

El futuro de los medios OTT

Los recientes avances tecnológicos han creado un entorno favorable para el avance de OTT. La Internet asequible ha desempeñado un papel importante en su desarrollo. También ha ayudado la desviación de muchos millennials de los horarios televisivos tradicionales. Los millennials prefieren elegir qué quieren ver y cuándo verlo. Además, al no haber costes de cancelación, cada vez más personas prefieren estos servicios.

Forecasters expect the OTT market to grow rapidly over the next few years. Examples of OTT services are Apple, Amazon, Netflix, and Hulu. Skype, Facebook, and Twitter are also considered OTT.

Estrategia Competitiva en la Industria OTT

Netflix still dominates the streaming market. However, more and more content owners are publishing their content across various platforms. Somehow, all the competitors want their apps on the home screen of a smartphone. As the competition increases within this field, it will become harder to get noticed.

¿Por qué es necesaria la investigación de mercado para los proveedores de servicios de medios OTT?

Market research shows service providers the challenges presented by the clients they target. The provider will also be able to collect users’ opinions. For example, let’s say the provider wanted to launch a free ad-supported service. He or she can use market research to compare it with an expensive option that has no advertisements. Clients may also have specific ideas about how they want to pay for the services they receive. This situation would create more opportunities for service providers to monetize their service.

Cualitativo Métodos de investigación de mercado

Researchers use this method to collect and analyze non-numerical data. For example, they collect reasons, ideas, and opinions. Qualitative Research can identify rising trends in opinions and thoughts. It is also used to find out how people become conscious of their social realities. Qualitative Researchers use a wide array of methods, including online ethnography, unstructured interviews, and focus groups. Researchers also use online surveys with open-ended questions.

La investigación cualitativa ofrece respuestas detalladas a por qué un consumidor se suscribe a un servicio. También da una idea de qué hace que un consumidor se suscriba a un servicio y rechace otro. La investigación cualitativa puede identificar el proceso de pensamiento detrás de la opinión expresada por el consumidor. Este método permite al usuario obtener información rica y descriptiva de los consumidores.

Cuantitativo Métodos de investigación de mercado

This method uses numerical, measurable data to develop facts and identify patterns. The data is in the form of numbers and statistics, often arranged in graphs, charts, and other non-textual forms. This research method includes a range of data-extracting techniques such as online polls. It also includes mobile and app surveys, kiosk surveys, and systematic observations.

Quantitative research has the advantage of collecting reliable data. When it comes to acquiring data from a large population, it’s easier to measure the outcome of this research compared with the qualitative method. Another advantage is the ability to convert its result into highly-accurate predictions.

Investigación estratégica

We provide Advanced Strategy solutions such as Market Opportunity Analysis, Market Assessments, and Go-To-Market Strategy.  Key methods include Primary Research, Secondary Research, and Subject Matter Expert research.  Desk Research refers to an accumulation of data that already exists. Data sources may exist as published government reports, company records, databases, periodicals, newspapers and magazines.