The ‘Multi-aggregators’ are telcos, pay TV operators, Internet Service Providers (ISPs), strong local players that, in Asia and the world, have created their own OTT platforms to perform as hubs for the main SVOD systems to their captive communities, but also 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 coming 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 South Korea, Japanese or Indian aggregator, accessing to different level selections of products from the different SVODs together. This is moving forward in many U.S. markets, it is just beginning internationally, but has a lot to offer from now. From Asia to Europe and Latin America, very good examples are appearing.
The aggregator can develop as exclusive content, not only local events, but also niches as iconic, classic or vertical contents from the studios that are not available anymore in their platforms. This is the old pay TV second-tier role, but now digital. Many options are taking shape, different each other depending on the region audiences.
The aggregators have the SVOD, TVOD, AVOD options to deploy strategies. 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; also, other products without paying extra, and others that when the user makes click, 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 Asian, MENA territories, the potential is strong.
One of the most recent options taking place, is the enterprise business. One aggregator can generate an OTT platform for an oil stations chain or Pizza Hut, managing both the tech and the content sides, dealing with the content providers, etc. The enterprise customer pays for the content, and its users receive it for free, when they reach goals. This is already happening in South Korea, Japan… content business as we’ve known so far, is expanding itself very much.
Nicolás Smirnoff
