The emergence of super-aggregators and universal search tops 2021 forecasts in Asia Pacific, with the pace of change accelerating and forcing pay-TV operators even further into reinvention mode if they want to survive alongside streaming platforms, Synamedia’s EVP/GM, Asia Pacific & Latam, Sue Couto, says in her annual forecasts for the new year.

Today’s aggregation efforts by pay-TV operators, which have already started blending live linear services with third-party SVOD platforms, will be joined by telcos/ISPs and their 4G/5G bandwidth, Couto says.

This paves the way for the emergence of super-aggregators that will offer broadband and centralised billing as well as content.

“They will provide consumers with that elusive universal experience, with unified search and recommendations across their own linear and VOD assets, third-party streaming services, as well as revenue sharing opportunities with gaming, e-commerce and online education apps,” she adds. 

Another expectation is that hybrid/DTH platforms, many of which have linear scale, will continue to grow with OTT, catch-up and VOD. Even in lower-broadband areas, users will be offered a consistent experience using cloud-based enhancements and cost-effective client software.

“Hybrid platforms, compared to one-way set-top-box services, will be able to generate more revenue and higher ARPUs,” Couto says, listing services such as TVOD and addressable advertising.

New revenue streams will be led by addressable advertising, more flexible pricing structures and new business models. 

“Collaboration will be key to unlocking new advertising revenues and we believe that in 2021 we will see the first examples of local advertisers, broadcasters and service providers in APAC working together to go live with addressable advertising,” Couto says.

Also expected in 2021: streaming pirates will redouble their attacks.

“Unfortunately, the threat from streaming piracy will continue to grow as pirates zero in on mobile app-based OTT services that are highly prevalent in Asia and are easier to hack,” Couto says, predicting a spike in the targeting of lucrative OTT sports services. 

In an ideal world, OTT providers will turn to a new generation of intelligence-led anti-piracy solutions and services. 

“This data-led approach is significant because it will allow legitimate providers to measure the efficacy and ROI of their anti-piracy initiatives for the first time,” Couto says. 

She also sees the coexistence of global, regional and local OTT platforms, and says many Asian households are increasingly using three to four different streaming services. 

AI and machine learning close the 2021 predictions’ list. 

Couto highlights business insights that drive consumer loyalty.

“Consumers are loyal to content, not platforms,” she says, adding: “For platform operators, knowing which shows are worth the investment and which aren’t is vital”.

“In 2021, we will see operators applying AI and machine learning techniques to the vast tracts of data they hold on subscribers’ viewing behaviour. This will allow them to derive deep insights about rights utilisation to inform business decisions and ensure they are effectively monetising their investments in content.”