5 Hurdles to Creating and Distributing Content in VR and How to Overcome Them

Virtual Reality Glasses

Consumers are leaning into virtual reality (VR), which unlocks the opportunity to create 360° VR video content and distribute it, along with your existing 2D video content, to VR headsets. As consumer uptake of VR headsets grows from the low millions today to the hundreds of millions that analysts are predicting by 2025, the opportunity will only get bigger.

We’re already seeing early indicators that video viewing will be a killer app on mobile VR headsets. For instance, Road to VR reports that 7 out of 10 of the most used apps on Gear VR are video-based. According to Oculus about 80% of Gear VR’s active user base of over 1 million consumers are using VR video apps.

If you’re in the business of creating and distributing content, the momentum behind video viewing in mobile VR headsets may inspire you to ask questions like, “What are the hurdles to creating 360° VR video content and distributing all my video content to VR headsets? And, what are the best ways to get over the hurdles?”

We answer these questions here by sharing 6 of the hurdles that media and entertainment companies face and how to overcome them.

Hurdle 1: Capturing high-quality, spherical video

To use the full capabilities of VR headsets, you’ll want to create and distribute 180° and 360° VR video. Of course, you can also repurpose existing 2D video assets in virtual cinema applications. However, adding some unique 180° and 360° VR video to your 2D library of existing assets can help attract audiences to your VR app over others. For this, you’ll need camera gear that’s capable of capturing high-quality, spherical video.

Recommendation: Adobe Primetime recommends choosing one of the following three leading options for capturing high-quality, spherical video. You can use Nokia Ozo to capture high-resolution stereoscopic 360° video. It’s one device with eight video sensors rather than a multi-camera rig, which gets multiple cameras working together. Alternatively, you can also use one of two recommended multi-camera platforms.

If you take the multi-camera platform route, you can choose between Google’s multi-camera platform specification, Google Jump, or Facebook’s multi-camera platform specification, Facebook Surround. With Google Jump, companies like GoPro are making it easy to assemble a compatible multi-camera rig. For instance, GoPro Odyssey is a multi-camera rig that leverages Google Jump to get 16 HERO4 camera modules working together as one. With Facebook Surround, Facebook says that assembly of a compatible multi-camera rig will be possible by this summer with off-the-shelf components.

Hurdle 2: Stitching high-quality, spherical video into 2D or 3D 360° VR video files

It’s not enough to just capture high-quality, spherical video with multiple video sensors or multiple cameras. The footage that is captured needs to be stitched together. For 2D 360° VR video, the footage needs to be stitched and mapped onto a sphere. For 3D 360° VR video, the footage needs to be stitched and mapped onto two spheres, one for each eye that looks into the VR headset.

Recommendation: If you follow the recommendation for capturing high-quality, spherical video, stitching will be relatively easy because each of the recommended cameras has dedicated software for stitching that’s optimized for the specific camera platform. 

Hurdle 3: Choosing what formats and 3D geometry to use for archival and distribution

Standards are still evolving in 360° VR video, which can complicate your choice of file types for things like archival and distribution. Beyond video formats and codecs, there are important choices to make like the geometry of 360° VR video. Do you choose equirectangular projections? Pyramidal projections? Cubemaps? 

Recommendation: For archival, we recommend storing the highest possible resolution, equirectangular projection in a mezzanine video format. With all your 360° VR videos in this archival format, you can convert them at the time of distribution to whatever geometry and whatever file types makes the most sense. For example, if you’re uploading to Facebook, they will accept a high resolution equirectangular projection and convert it on their end to their preferred format and geometry.

Developing-VR-in-UnityHurdle 4: Developing apps on Android, Windows, and PlayStation

A lot of companies are trying to be “The Netflix of VR.” However, Adobe understands that top-tier media and entertainment companies want to be able to control the experience end-to-end, and that means creating your own VR-enabled app capable of reaching the widest number of VR headsets. This means you have to overcome the hurdle of multi-platform development and make an Android, Windows, and PlayStation app as well as follow the new paradigms inherent to 3D development.

Recommendation: Game engines, either Unity or Unreal Engine, are ideal tools for developing a multi-platform app for VR video viewing. For smaller development teams of five people or less, we recommend Unity because it’s easy to use and it abstracts the complexity of dealing with different VR headsets. Larger development teams may wish to consider the Unreal Engine because it can better integrate into existing source control systems and because it provides source code. Both options have extremely attractive pricing. 

Hurdle 5: Protecting content and enabling business models

There are two reasons to provide content protection in VR apps. First of all, content protection capabilities in VR apps can enable business models such as rental content or subscription content. Second of all, when delivering licensed content to any app, including VR apps, the TV and movie studios tend to have very strict content protection requirements that must be honored. If your VR app includes content protection, you can honor these requirements.

Recommendation: At the moment, virtual cinema apps need content protection to both enable business models and meet the content protection requirements of studios. In contrast, 360° VR video apps may only need content protection to enable business models because content owners’ requirements for protecting 360° VR video tend to be less restrictive. For both virtual cinema and 360° VR video apps, Adobe Primetime’s multi-DRM solution called Adobe Primetime DRM, powered by ExpressPlay, will stay current with the native DRM systems that each VR headset chooses to adopt.

Overcoming all five hurdles

There’s clearly a learning curve to creating 360° VR video content and distributing it, along with your existing 2D video content, to VR headsets. It involves becoming good at:

  1. VR white paperCapturing high-quality, spherical video
  2. Stitching high-quality, spherical video into 2D or 3D 360° VR video files
  3. Choosing what formats and 3D geometry to use for archival and distribution
  4. Developing apps on Android, Windows, and PlayStation
  5. Protecting content and enabling business models

Once you’ve overcome these five hurdles, you’ll find it easier to explore the new frontier VR content creation and distribution. Now that you know what’s involved with creating and delivering VR video content, are you ready to reach viewers in VR environments? In our white paper titled “Capitalizing on Viewer’s Hunger for Virtual and Augmented Reality” we share six different ways to engage users with immersive viewing experience and help readers chart out a VR strategy.

Growing TV Everywhere Adoption to 70%, Part 2: Increasing Consumer Awareness

I recently shared the belief that consumer adoption of TV Everywhere can grow to reach 70% of pay-TV subscribers by the end of 2017. This level of adoption is possible because TV Everywhere makes a huge amount of high-quality content available to pay-TV subscribers on all of the most popular connected devices at no additional cost. What’s not to like?

growing TV everywhere adoption

And, TV Everywhere has been growing, just not fast enough. For instance, between Q4 2014 and Q4 2015, TV Everywhere experienced 36% growth year-over-year when it grew from reaching 12.8% of active monthly pay-TV viewers to 17.4%, according to Adobe Digital Index’s 2015 Digital Video Benchmark Report. Still, 17.4% is a far cry from 70%. 

The gap between where TV Everywhere is today and where it could be in the future indicates that there’s one or more points of failure along the consumer’s journey to adoption. Awareness is one of these points of failure. We know this from consumer survey data. For example, a recent survey among adult video streamers by The Diffusion Group (TDG) indicates that TV Everywhere has two kinds of awareness problems:

  1. Some pay-TV subscribers are completely in the dark about TV Everywhere. TDG found that 18% of adult video streamers (who also subscribe to pay-TV) have never heard of a TV Everywhere app from their home TV provider and 24% have never heard of a TV Everywhere app from a home TV network.
  2. Other pay-TV subscribers are only partially aware of TV Everywhere and its capabilities. TDG also found that 27–28% of subscribers have heard of, but are not familiar with, TV Everywhere apps. They might know the apps exist, but they don’t know know much about what the apps do or the content that’s available within the apps.

Before these awareness problems can be fully addressed, there’s a number of challenges to overcome. Here’s our take on one of the key challenges and how to respond.

Challenge: Content programmers and pay-TV providers are missing easy opportunities to drive TV Everywhere awareness and promote the capabilities of TV Everywhere apps and sites. 

If you start to look closely at every touchpoint that content programmers and pay-TV providers have with current and future subscribers, you’ll begin to notice the frequent absence of the term TV Everywhere. You’ll see benefits messaging such as, “Stream live TV and On Demand anywhere” or “All your entertainment on all your screens” with no mention of TV Everywhere. Similarly, watch just about any TV ad for a TV show, and you’ll see the one call to action is for viewers to tune in at a certain date and time with no mention of the option for viewers to watch the advertised show via TV Everywhere.

The answer: Industry organizations like the Cable and Telecommunications Association for Marketing (CTAM) can work toward robust co-branding recommendations for TV Everywhere. These recommendations would be responsible for showing content programmers and pay-TV providers how to include TV Everywhere messaging in their most popular subscriber touchpoints.

CTAM already has messaging recommendations for TV Everywhere. These recommendations could be updated to answer a wide range of co-branding questions that content programmers and pay-TV providers may have, such as:

  • Is there a way to update my app icon to show that it supports TV Everywhere?
  • Is there a way to name (or rename) my app to show that it supports TV Everywhere?
  • What are the recommended ways to incorporate the term TV Everywhere into my existing messaging about the availability of my programming across connected devices?
  • How should ads driving tune-in be updated with TV Everywhere messaging?

Anyone can suggest answers to these questions, but only an industry organization can gather consensus on which answer to use. If the entire industry can apply the same co-branding recommendations to all TV Everywhere apps and sites, then consumer awareness will surely follow.

There’s more to growing TV Everywhere adoption to 70% than just driving awareness

This is the second article in a four-part series that aims to spark the actions that will help the pay-TV industry take TV Everywhere adoption to new heights. In this article, I covered TV Everywhere’s awareness problem and offered one possible solution. Yet, awareness isn’t the only roadblock to 70% adoption. In my next two articles, I’m going to look at what needs to happen with content discovery and the sign in experience to drive adoption. I hope you’ll join me.

Infographic: Consumers Don’t Log In When They Watch Pay TV. Why Should They With TV Everywhere?

HBA_house_white

As an executive in an organization with a TV Everywhere service, you value your customers and strive to be their preferred destination for watching shows and movies.

Yet, something is in your way. It’s the cumbersome sign-in requirements that your viewers have to deal with when they go to watch your content across devices.

Thankfully, the industry has come up with a solution that makes watching TV Everywhere as easy as watching traditional cable or satellite TV. It’s called Home Based Authentication (HBA) and it’s a way to verify subscribers’ access to TV Everywhere without requiring them to enter a username and password.

In the following infographic, we share:

  • Why it’s a big problem to ask subscribers to log in with a username and password
  • How Home Based Authentication (HBA) can increase the number of subscribers using your TV Everywhere service and elevate their engagement with your service
  • How to enable Home Based Authentication (HBA) for your subscribers

In short, Home Based Authentication (HBA) is a TV Everywhere feature that helps you show your subscribers that you value them, make their experience with your service better, and boost their online TV consumption.

Get the free infographic here:

AdobeNewsletterHBA

Innovating for the Future: Video Experiences on Virtual Reality and Augmented Reality Devices

virtual-reality-headset

Providers of live, linear, and VOD content strive to engage viewers on all of the most popular screens — and there will soon be two new device types to add to the must-reach list. Virtual reality (VR) devices like Samsung Gear VR, Oculus Rift, HTC Vive, Playstation VR, and Google Cardboard will be added first. A little further out, augmented reality (AR) devices like Microsoft HoloLens and Meta 2 will also belong on the list.

For content providers and distributors considering adding VR and AR devices to their own must-reach list, we have a must-read white paper titled “Capitalizing on Viewers’ Hunger for Virtual and Augmented Reality.” It puts the VR and AR opportunity into context in six key areas, and includes the following highlights:

  • Project the uptake of VR and AR devices: A recent survey by Deloitte found that 4% of US consumers surveyed already own a VR device. By 2025, analysts predict that hundreds of millions of consumers will own an immersive device.
  • Visualize VR and AR: Examples in the paper demonstrate the main difference between VR and AR headsets, which is that VR headsets completely immerse you in a virtual environment, while AR headsets augment the real world.
  • Consider how VR and AR may converge in the future: In 5 years or more, either VR will emulate AR or AR will be able to replicate VR experiences. This will allow consumers to enjoy a wider range of immersive experiences with a single device.
  • Explore ways to delight users with VR and AR viewing experiences: Virtual cinema experiences in VR are the most immediately practical opportunity to pursue on immersive devices because of the deep libraries of existing content. However, there are many more opportunities to consider including, social viewing in VR or AR, 180° and 360° VR video.
  • Understand the evolving device landscape: At the moment, three kinds of VR devices are poised to reach consumers. The three kinds of VR devices include VR headsets tethered to PCs (PC VR), VR headsets tethered to game consoles (console VR), and mobile VR headsets (mobile VR).
  • Learn about the investments Adobe is making to enable end-to-end video delivery in VR and AR environments: Adobe is investing in ways to extend its multiscreen TV platform, Adobe Primetime, to manage the end-to-end delivery of video experiences to VR and AR devices, with playback, DRM, and ad insertion capabilities. Innovations are focused on providing multiscreen content providers with virtual cinema capabilities and addressing the challenges involved with delivering and monetizing bandwidth-intensive VR and AR experiences to users at typical home broadband speeds. Additionally, Adobe will be adding VR and AR measurement capabilities into Adobe Analytics and other Marketing Cloud solutions.

The white paper can be downloaded here. Be sure to engage with the curated videos embedded in the paper. They will help immerse you into the world of VR and AR devices.

Future-Proofing OTT: New Partnership Solves for DRM Fragmentation

At NAB this year, we’re announcing a partnership that will allow Adobe Primetime customers to protect live, linear, and VOD content using the native DRM for every device and platform.

Our new multi-DRM solution, Adobe Primetime DRM, powered by ExpressPlay, will support:

  • Microsoft PlayReady to reach browsers including Internet Explorer and Edge on Windows and devices including Amazon Fire and Xbox
  • Google Widevine to reach browsers including Chrome and devices including those running Android
  • Adobe Primetime Access (formerly Adobe Access) to reach browsers including Firefox and legacy browsers on desktop
  • Apple FairPlay Streaming to reach devices including those running iOS

Adobe Primetime DRM is a hosted service that:

  • Reduces the complexity of managing and issuing DRM licenses
  • Reduces the number of authentication and entitlement systems that a provider needs to integrate
  • Leverages the highest level of content protection available on each browser or device
  • Works seamlessly with Adobe Primetime TVSDK

Adobe Primetime HTML5 TVSDK Now Available for Multiscreen Playback

Adobe leading the industry to deliver on the promise of HTML5

HTML5 has become an essential technology for delivering video experiences to desktop and mobile web browers, and to other environments that support the standard. Consider these numbers:18% of consumers are watching mobile video only or mostly in HTML5 environments, according to the IAB’s Mobile Video 2015 report. The report says that when consumers watch videos on their smartphone, 40% use the mobile web as much or more than mobile apps.

Adobe is excited to announce that our Adobe Primetime HTML5 player framework will soon be in general availability (GA). Players built using the new HTML5 TVSDK will benefit from the same level of quality, performance, and reliability at scale in our multi-platform TVSDK, which has become the industry’s gold standard with features including Instant On and complex ad insertion capabilities.

The new Adobe Primetime TVSDK capability supports video content and advertising playback in HTML5-compliant live, linear and on-demand OTT environments, including all modern browsers and mobile web. With HTML5 TVSDK, media companies can now reach more devices, monetize experience more effectively, and launch new direct-to-consumer and TV Everywhere services faster.

Adobe has a rich history with HTML5 and the Open Web. We believe that open source enables innovation and is, with open standards, a key enabler of modular and extensible architectures. By contributing to the open-source community and making our proprietary standards and products more compatible with open standards, we’re leading the industry to make the Web and digital video more immersive, interactive and engaging for everyone.

The best way to make HTML5 work for broadcasters

HTML5 alone doesn’t support everything that broadcasters need in order to manage multiscreen video distribution. It only partially solves for fragmentation, and it doesn’t provide unified ways to protect, monetize, and measure content across screens. However, technology providers can extend the capabilities of HTML5 with player technology and an underlying technology platform that caters to the needs of broadcasters. With the right solution set, HTML5 can form the foundation of a successful multiscreen distribution strategy.

TV Today: New Research from Adobe & TDG Shows Consumers Now Spend 42% of TV Time with OTT Services

Consumers’ video streaming behavior has fundamentally changed the competitive landscape of  the TV industry. Media companies now find themselves in a battle for attention, engagement, and audiences. To understand this competitive landscape better, we worked with The Diffusion Group to survey video streamers off all ages.

Here are a few of the key insights from this research. 

Among adult video streamers:

  • 42% of time spent in front of the television screen at home is spent with either subscription, transactional, or free streaming video services.
  • 65% of this OTT time on the home TV screen is spent watching subscription video-on-demand (SVOD), 30% is spent watching free streaming services (also known as FVOD), and 5% is spent watching transactional streaming services (also known as TVOD).

     Weekly hours spent watching OTT on a household TV among all adult video streamers, by age

streaming video survey image 1[2]
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the subscription streaming video category:

  • 82% of adult video streamers subscribe to some type of online subscription video service.
  • Netflix tops the list at 70% use among adult video streamers, followed by Amazon Prime at 33%, and Hulu Plus at 21%.

     Percent of adult video streamers using online subscription video

streaming video survey image 2[1]
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the free streaming video category:

  • 88% of adult video streamers use free online video services.
  • YouTube is by far the most popular free online video service. It is used by 83% of adult video streamers. It is followed by Hulu at 23% and Crackle at 19%.

     Percent of adult video streamers using free streaming video

streaming video survey image 3
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the transactional video category:

  • 34% of adult video streamers use a transactional streaming video service.
  • iTunes, Google Play, and Amazon Instant View are the top three transactional streaming video services.

     Percent of adult video streamers using transactional streaming video

streaming video survey image 4
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the TV Everywhere category:

  • 17% of adult video streamers (who also subscribe to pay-TV) engage with their TV provider’s TV Everywhere app, while 12% engage with the TV Everywhere apps provided by TV networks. This is largely consistent with the most recent Adobe Digital Index Video Benchmark research.

     Familiarity and usage by type of TV Everywhere streaming service

streaming video survey image 5
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

These insights are just a small sampling of what’s available in the full report. It also covers consumers’ opinions on the impact of streaming video services on traditional TV, commercials and commercial avoidance, value of service, reasons for preferring one service over another, effect of original programming on streaming, future intentions for traditional TV, and more. 

Growing TV Everywhere Adoption to 70%, Part 1: Three Critical Stages in the Consumer’s TV Everywhere Journey

Serious attention is required to grow TV Everywhere adoption from 17% to 70%

At Adobe, we believe that consumer adoption of pay-TV across screens, also known as TV Everywhere, can grow to reach 70% of pay-TV subscribers by the end of 2017. It’s a reasonable prediction because there’s already a large and growing audience that’s regularly watching TV programming on connected devices. For example, 91 million adults in the U.S. viewed content on a TV-connected device during an average week in July 2015, as measured by Nielsen. In the same week, 95 million adults watched smartphone video, 76 million watched PC video, and 36 million watched tablet video.

Yet, getting TV Everywhere adoption from the 17.4% of pay-TV subscribers that it reaches now to 70% of pay-TV subscribers will require a serious industry effort to improve the consumer’s TV Everywhere journey. As the industry invests in this effort, we believe TV Everywhere will also be complemented by direct-to-consumer (D2C) OTT services, which are growing the overall market for online TV programming. Both TV Everywhere and D2C services have an important role to play in the future of TV.

Where to focus in the TV Everywhere journey to drive adoption and use

The consumer’s TV Everywhere journey starts with awareness, should grow with content discovery, and should not be impeded by cumbersome sign in requirements. That’s why Adobe views these three stages — awareness, content discovery, and sign-in — as the critical stages that the pay-TV industry should focus on in order to drive TV Everywhere adoption and use.

Let’s take a closer look at the challenges at each stage:

  1. Among pay-TV subscribers who don’t use TV Everywhere, 53% say they’ve never heard the term — Pay-TV subscribers need to know what TV Everywhere is, how to get started with it, and the key fact that it’s included with their existing cable or satellite TV service. It’s a big challenge to communicate how one set of credentials, in the form of a username and password from the consumer’s cable or satellite TV provider, provides access to hundreds of premium sites and apps. However, once consumers know this and experience the incredible value of it for themselves, it’ll boost their satisfaction with pay-TV and the loyalty they have to their pay-TV provider.
  2. There’s no channel flipping to drive awareness of new programming on pay-TV — Once consumers have tried TV Everywhere, they need easy methods to explore and be alerted to what they can access, and where and when it can be accessed. Where channel flipping and word of mouth were the traditional ways of discovering new content through linear TV, something has to clue users into where to go for that live sporting event they want to watch or the new series premiere they’re excited about.
  3. TV-E is still difficult to sign into and access - Deadline reports that cable and satellite companies have badly botched their rollout of TV Everywhere streaming. Even when consumers get past the awareness and content discovery hurdles and begin to use TV Everywhere on a regular basis, the sign in requirements are too cumbersome. The ideal experience would be for viewers to move directly from a content discovery mode to playing the actual content itself without hitting a sign in wall.

The challenges at each of these three critical stages in the consumer’s TV Everywhere journey are very different from one another. The first is largely a marketing challenge, the second an innovation challenge, and the third a technical challenge. But the goal of addressing these challenges is the same: to help TV Everywhere reach its full potential to entertain approximately 78 million pay-TV subscribers every month.

Tune in next time to continue the focus on growing TV Everywhere adoption to 70%

This is the first article in a four-part series that aims to spark the actions that will help the pay-TV industry take TV Everywhere adoption to new heights. In the articles to follow this one, I’m going to do a deep dive into each critical stage in the journey. I’ll focus on increasing consumer awareness, enhancing content discovery, and reducing sign in friction. I hope you’ll join me next week for the deep dive into how the pay-TV industry can grow consumer awareness of TV Everywhere.

Helping the TV Industry Accelerate the Success of OTT Video Services

Today’s viewers are fundamentally changing how they watch TV shows, movies, and sports, with many tuning in via apps and Internet-based services. Some viewers are even cutting the cord to their cable service or satellite package and seeking alternatives. An emerging option for consumers is a la carte access to multiscreen, over-the-top (OTT) services across platforms like mobile devices, game consoles, and Smart TVs.

Over 50% of U.S. households will become cord-cutting, OTT households by 2025

Cord-cutting, OTT households will become the majority of U.S. households within 10 years, according to PwC and Baird. In a PwC survey published in December 2015, 58% of cable subscribers said they would not be cable subscribers by 2025. Similarly, a Baird survey conducted in August 2015 found that 56% of respondents believe a streaming service will be their primary TV provider by 2025.

How media companies can leverage digital marketing tools to address cord cutting

Today, Adobe unveiled Adobe Primetime OTT, enabled by Adobe Marketing Cloud to help media companies respond to the cord-cutting trend by providing better-than-TV experiences for consumers via mobile, desktop and connected TV devices. The goal is to help TV networks and pay-TV providers engage directly with their viewers, grow their audiences, and personalize and monetize premium video experiences in these compelling ways:

  • Building your audience: Data-driven marketing with Adobe Primetime OTT drives profitable viewers into new services while keeping acquisition costs down. It helps to define the viewer, reach them with multi-channel campaigns, optimize spend towards effective campaigns, and personalize the on-site experience.
  • Engaging your audience: Data-driven engagement with Adobe Primetime OTT keeps churn rates down by driving up viewing time, customer loyalty, and customer satisfaction. It helps to surface personalized recommendations, keep viewers engaged through the quality of experience, and keep OTT services top of mind even when viewers leave the app.
  • Monetizing your audience: Flexible monetization options within Adobe Primetime OTT empowers programmers and operators to support monthly subscriptions, transactional, and advertising models. It helps to drive more targeted advertising revenue across identified audiences across all platforms. 
  • Measuring the audience impact: Aggregated data from an engine that houses hundreds of billions of data points will improve the acquisition, engagement and monetization of audiences when fed into the rest of the Adobe Marketing Cloud activation capabilities. 

A robust partner ecosystem will help media companies stand up subscription based video services

Adobe Primetime is a trusted provider for the delivery of multiscreen experiences at scale. To make it quicker and easier to stand up the most engaging subscription based OTT video services, Adobe has partnered with the top companies in system integration, video distribution, subscription billing, and customer identity management. Here’s what these partners have to say about Adobe Primetime OTT:

Barbara Venneman, Principal at Deloitte Digital says, “Media companies are seeking the opportunity to build a stronger, more direct relationship with viewers. It starts with tested solutions implemented by a creative digital consultancy, which is why Deloitte Digital is excited to be working with Adobe to help media companies plan and launch OTT video services quickly, cost-effectively, and at scale.

Bill Wheaton, Executive Vice President and General Manager of Media at CDN services provider, Akamai says, “We expect online video traffic from our OTT customers to be orders of magnitude larger in the future than it is today. Adobe Primetime OTT and Akamai puts broadcasters, cable networks and service providers at the center of this growth where they can capture the time, attention, and loyalty of video viewers on a massive scale.”

Craig Barberich, Global Head of Media at Zuora says, “Traditional media companies will fully embrace OTT with the support of software-as-a-service solutions like Adobe Primetime OTT.  As the global leader in subscription monetization, Zuora understands that once they’ve gone OTT, they’ll innovate on pricing and packaging to find more flexible and compelling ways to monetize their services.”

Adobe Primetime OTT makes it possible, from the moment a viewer logs into a streaming video experience, for the experience to travel with them across devices and be fully customized to key aspects of a viewer’s identity, including age, gender, location, interests, viewing history and more,” said Patrick Salyer, Gigya’s CEO. “Understanding customer identity is crucial to delivering personalized over-the-top customer experiences, and we’re excited to be partnering with Adobe on Primetime OTT.”

For more information about Adobe Primetime OTT, enabled by Adobe Marketing Cloud, read the official announcement.

Surfacing the Right Videos for Each Viewer with Adobe Primetime Recommendations

Every provider of a multiscreen TV experience shares a common challenge, which is to highlight the videos that are the most likely to appeal to each user. Today, we’re introducing Adobe Primetime Recommendations, enabled by Adobe Target, to address this challenge. Adobe Primetime Recommendations allows customers of our multiscreen TV platform to use machine learning to intelligently surface data-driven, personalized video recommendations that play back instantly. This is just one of many ways that Adobe is using machine learning to amplify human intelligence.

Adobe Primetime Recommendations helps our customers increase viewer engagement with their sites, apps, and digital marketing content through:

  • Better Data and Leading Algorithms - Adobe Primetime Recommendations uses a massive data repository and multiple industry-leading personalization algorithms from Adobe Target to make the best, most relevant video recommendations for each user.
  • Continuous Optimization — Adobe Primetime Recommendations helps customers identify the best algorithms to make video recommendations and the best layouts to display video recommendations through the use of A/B and multivariate testing.
  • Instant Playback — Adobe Primetime Recommendations provides an instant playback experience by telling Adobe Primetime TVSDK which recommended videos to preload with Instant on.

We’re excited to see how these advantages of better data, leading algorithms, continuous optimization, and instant playback help our customers produce the next generation of TV recommendations.