Serving niche audiences on a global scale is becoming an increasingly viable business model in an online world, reports Andy McDonald. As over-the-top video starts to mature, the market is increasingly giving rise to players that cater for specific audiences. While the rise of the Netflixes, Amazons and Hulus of the web offers a new route to market for TV and movie content, there is a new wave of online players specialising in specific genres – ranging from foreign content to documentaries and factual programming, little-known drama and Japanese animation. Online distribution is cost-effective when targeting small audiences, and the nature of the web means that small niches attain a significant scale when applied to a global market. A recent study by Horowitz Research claims that 88% of urban TV viewers now have the ability to stream video and states that multicultural viewers are more likely to have made OTT video a part of their lifestyle.
http://www.digitaltveurope.net/412571/minority-report-the-search-for-niche-ott-audiences/