Small Subscription VODs Have Big Challenge in Being Found, nScreenMedia Says

A growing challenge for online video services -- particularly smaller providers -- is being found by potential customers, and while cross-service search is a big aid, it comes with challenges like different metadata formats for different connected TV devices, nScreenMedia's Colin Dixon said in a white paper Thursday. Another problem is that some platforms prioritize their own content over other providers' in the search result, it said. The authentication step, where viewers have to use their pay-TV operator credentials to see content on a connected device, also needs to be easier, the analyst said. A solution to the "binge-and-bolt" subscriber who signs up, binges on particular content and then cancels the subscription is how content is deployed, such as frequent additions of new content, he said.