Broadcast stations eye $40B OTT prize, but reeling it in will be a challenge

Local broadcast TV stations have the potential to tap into a streaming video market worth as much as $40 billion, according to a FierceOnlineVideo report.

Of course, accessing this revenue is tricky.

Current online streaming efforts are widespread but not necessarily organized. For example, a local station may stream its newscasts via its website and may have a branded app that viewers can use on their smartphones or tablets, but it may not be reaching its online potential in terms of audience and ad revenues. Local stations may also stream via a third-party provider, and while that outlet may help the affiliate reach more viewers, there's no way for it to track the size of that audience, what they're watching and what ads they're seeing.

FierceOnlineVideo sums up the opportunities and the challenges in this report.

Suggested Articles

Comcast is calling on its cable brethren, Charter and Cox, for a new initiative called On Addressability focused on building a “sound, scalable and sustainable…

NCC Media and OpenAP are teaming up to allow national advertisers to use OpenAP’s audience segment definitions when buying across NCC Media’s linear, VOD and…

Comcast is launching new controls for its X1 television service that will allow people with certain disabilities to operate their cable TV systems using their…