The ‘Multi-aggregators’ are Pay TV operators, Telcos, Internet Service Providers (ISPs), strong local players that have created their own OTT platforms to perform as hubs for the main SVOD systems to their captive communities, to offer own content and make difference with local sports, events, etc. This has been the first step.
Then, when big AVOD/FAST players appeared, more alliance possibilities took place, though online players expanded to compete with them in the role of global hubs for entertainment. What is next? The ability of these ‘multi-aggregators’ to generate bundles of top products from the bigger platforms, as much as developing non-satisfied market niches. This way, they can gain relevance from a new position, and above all, to provide fresh value to users about the ideal dream of having the best content in just one place.
The user, instead of paying for Netflix, Disney+, Amazon, Max, etc. separately, could receive a scaled bundle proposal from the aggregator, accessing to different level selections of products from many SVODs together. This is moving forward in many U.S. markets, it is just a beginning internationally, but has a lot to offer from now. The aggregator can develop as exclusive, not only local events, but also niches as iconic, classic or vertical contents from the studios that are not already available in their platforms. The old pay TV second-tier role, but now digital.
The aggregators have the SVOD, TVOD, AVOD options to play strategies on these. For instance, to make a deal with Max and to provide WBD products directly in their menu platform, offering blockbusters at the same time of Max platform by TVOD, paying extra, other products with no extras, and others that when the user clicks, move him/her to the Max platform. For the user this is great because they save time & efforts to access to the wanted product, and for the studio is good to multiplicate the access.
It is very difficult of course to imagine a multi-aggregator having all the big brands together for these, or the big streamers letting aggregators manage all their main content matched with others. But the future is always hybrid, these business twists will grow if they provide healthy value… they are for sure a new step on evolution to work on. In the non-central markets where the big SVODs can’t invest so much, or in the very local customs markets as MENA, Asian territories, the potential is strong.
Nicolás Smirnoff
