Adaptive Streaming: Pay-TV at an Inflection Point

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As video content becomes more diverse and ubiquitous, today’s pay-TV operators must adapt their service offerings and operations to rising subscriber expectations. Some industry pundits predict that Internet-based delivery, known as over-the-top (OTT) services, may supplant the role of traditional service providers in the years to come. While there is little objective evidence for this as yet, new market dynamics that parallel the challenges of the newsprint industry demand a competitive response.

This white paper addresses the monetization of a content bouquet across a multi-network, multi-screen delivery environment and makes the case for a change of direction in traditional pay-TV delivery to better address current network configuration issues and to extend the reach of the pay-TV services beyond the living room. It seems that operators should embrace the novel adaptive streaming technologies that have been designed to effectively scale video delivery across multiple devices and network types. By integrating OTT and adaptive rate streaming technology with pay-TV services and an appropriate content security solution, operators can enhance ARPU, subscriber loyalty and lure incremental advertising dollars.

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