The first announcement was from HBO. They plan to roll out an undefined OTT product in 2015. HBO and the other movie channels are unique in the programming world since they are always sold as premium channels and are always expensive. HBO was reported to have over 28 million US subscribers in mid-2013 through terrestrial or satellite TV subscriptions
But HBO also has the most pirated show with Game of Thrones and they have gotten a lot of requests to sell their content on an a la carte basis. HBO has not announced the details of the planned offering, but one can picture it being something like the HBO Go product that comes with most cable subscriptions. It would not be surprising to see their offering consisting of one streaming live channel along with access to the HBO library of content. There has also been no talk of price, but it won’t be cheap. HBO sells its content wholesale to cable companies in the range of $12 per month, so one would expect them to charge an OTT price at least as high as the cable companies, meaning a price of between $15 – $20. Such a product is going to appeal to some cord-cutters and cord-nevers who want to get Game of Thrones and Bill Maher without having to pirate it. But it’s going to be easier and cheaper for most people to buy HBO from their cable company. It’s a smart move by HBO who will probably be able to add a few million new subscribers. But in doing so they are not going to be damaging the traditional cable market
The other announcement this week was from CBS which announced an OTT package for $5.99 per month. This would consist of a live network stream from major market affiliates as well as a library of older content on demand. But for now it won’t include football. This product is a bit more of a puzzle from an OTT perspective. Currently if you buy content from the big cable companies like Comcast you normally get access to the CBS library online to any device. For example, I pay my cable company for a basic package for about $20 that gets me access to the libraries of all four major networks. If ABC, NBC and Fox match the CBS offering, then a person wanting all four networks online would be paying more than they pay for basic cable
The only real advantage of the CBS package is that it comes with a live stream on-line, and this is the first time that a network has offered live content on-line. But one has to ask if that is really worth $6 per month? This is about triple what CBS gets from cable companies that carry their content, so one can see why they want to sell their content for a premium price. But are that many people willing to pony up $6 just to get one channel on the Internet? There will be some but I can’t see this being very popular. After all, in most of the US I can get this on a TV for the cost of a pair of rabbit ears
It’s becoming obvious that any OTT programming that makes it to the web is not going to be cheap. And it’s money that drives the cord cutters. The New York Post reported a week ago that the upcoming Sony OTT package was going to offer 100 channels on the web for $80, while others are reporting a price of between $60 and $65. Those prices are not going to lure many people off cable in metropolitan markets due to the bundling from the big cable companies. Most people are in a position where the cost of their cable internet product rises if they ditch cable TV. In my own case, Comcast would only sell me a 50 Mbps connection if I bought at least basic cable
One has to ask if any of the packages mentioned to date are going to have much appeal. There are going to be the stray customers who will think these products are great. The one with the most chance of success is HBO, because it’s going to appeal to some of those with no cable subscription. But the CBS offer to me is a head scratcher. While there will be some who would love to get network TV on any device, the $6 monthly price tag feels like a lot for one channel. And Sony’s plans are even odder to me. There are certainly people who hate their cable company and would love to change to somebody else. Having 100 channels available on any device sounds attractive (assuming that this won’t only be available on Sony smart TVs). But it’s really hard in metropolitan areas going against the bundle, so it seems that selling packages for about the same price as the cable companies won’t be that attractive. Sony might do better in rural areas for people who want to get off satellite, but those are the areas that often have the worst broadband and where people might not be able to subscribe to OTT programming
None of these announced products are going to make a big crack in the cable market, but these are all the starts to the change. Somebody is going to have to come up with packages that a lot of people are going to find attractive to get any market traction, and that is going to take the willingness of the programmers. They are still making too much from the traditional cable packages to flinch too much. A lot of these early attempts at OTT will probably fail, but that’s what happens to those willing to go first in a new market – a market that consumers want if it can ever be done right.