With over-the-top now firmly established within service providers’ pay-TV portfolios, the hybrid OTT model has become the paying platform of choice says research from MPP Global. With flexibility a key differentiator not only in competition with online vide firms but also pay-TV rivals, the hybrid OTT model enables content owners to offer different price packages, ranging from paying on a TVOD (transactional video-on-demand) basis to signing up for a subscription (subscription video-on-demand, SVOD). This means that operators can attract not only those willing to pay on a pay-per-view basis but also those who want unlimited access to all content by purchasing a subscription. Such models have already been deployed by Amazon for its Amazon Instant Video service, as well as by Hulu for its online streaming service in the US.
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