Pay TV operators naturally look to their direct competition for clues about how to succeed. Their aim may be to improve on their rival’s offering, to blatantly copy the competitor’s successful features, or to make sure they take a different direction in order to carve out a unique niche. But if this focus becomes too narrow, operators can forget to watch and learn from others outside our own direct sphere. With the increasing convergence of pay TV and OTT, that’s a big mistake.
With unprecedented competition from the streaming industry, many pay TV companies have looked hard at the strategies of Netflix, Disney, Amazon and the like for clues on how they can stem the trend of cord cutting. I’d argue they should also be looking closely at the lessons they can learn from smaller streaming services who are often long-term veterans of the streaming wars, with established tactics that help them survive in the face of competition from the same mega-streamers that bring cord-cutting fears to the pay TV industry.
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