As a marketer, you may have come across the term TVOD (Transactional Video on Demand) before. But what exactly is it, and how does it differ from other types of video streaming services?
In this blog post, we’ll explore the concept of TVOD and its benefits for both businesses and viewers. Whether you’re looking to expand your video marketing strategy or simply curious about the latest trends in streaming technology, this post is for you.
What Is TVOD? And Why Marketers Should Care?
First, let’s define TVOD. Simply put, it refers to any video content that is paid for on a per-view basis. This could include renting or buying movies or TV shows through services like iTunes or Amazon Prime Video. Unlike subscription-based services like Netflix (which uses a different business model, called SVOD), TVOD allows users to only pay for the content they want to watch.
So why should marketers care about TVOD? This format offers a way for brands to monetize their video content. Whether you’re a media company or a brand creating your own content, TVOD provides a revenue stream that can offset the costs of production. Plus, TVOD can help you reach audiences who are not interested in subscribing to a monthly service but may still be willing to pay for individual pieces of content.
The Benefits of TVOD for Marketers
First and foremost, TVOD provides an excellent opportunity for businesses to generate revenue. By charging customers to access premium content, businesses can earn money without relying solely on advertising. This can be especially useful for smaller businesses that may not have the same advertising budgets as larger corporations.
But TVOD isn’t just about making money. It also offers a unique way to engage with your audience. By offering exclusive content that can’t be found elsewhere, you can create a sense of excitement and anticipation among your followers. This can help build a loyal fan-base, which is incredibly valuable for any brand.
TVOD also allows for more targeted marketing efforts. Because users have to actively choose to purchase content, marketers can use data and analytics to better understand their audience’s preferences and tailor their messaging accordingly. This can lead to more effective marketing campaigns and a better return on investment.
Additionally, TVOD can be a great way to test new content ideas and gauge audience interest. By releasing content on a per-view basis, brands can quickly see which pieces are resonating with their audience and adjust their strategy accordingly. This can be especially useful for smaller brands or startups looking to break into the television media space.
Challenges Associated with TVOD for Marketing
However, it’s important to recognize that TVOD is not without its challenges. One of the biggest hurdles that marketers face is the sheer amount of competition. With so many streaming services and content providers already in the market, it can be tough to stand out from the crowd.
In order to succeed with TVOD, you’ll need to create a compelling offer that truly resonates with your target audience. It can also be tough to decide between SVOD, AVOD, and TVOD.
So what is SVOD, and how is it different from AVOD?
SVOD stands for subscription video-on-demand. The most popular examples of SVOD services include Netflix, Hulu, Amazon Prime Video, and Disney+. In simple terms, SVOD offers a library of TV shows, movies, and original content for a monthly or annual fee. As a marketer, you can leverage SVOD by creating original content, advertising on the platform, or partnering with SVOD services to reach your target audience.
AVOD stands for advertising video-on-demand, where users can access video content for free, but will have to watch ads as a source of revenue. The most popular examples of AVOD services include YouTube, Tubi TV, Crackle, and Pluto TV. AVOD is an excellent option if you want to reach a broad audience with a smaller budget.
How to Get Started With TVOD
TVOD is a great way to generate revenue from your videos without investing in a subscription-based model. The pay-per-view system also ensures that only the people who are interested in your content and willing to pay for it will watch it.
Plus, since TVOD offerings are usually viewed as premium content, they provide an excellent opportunity to connect with a dedicated audience. Nearly 83 percent of U.S. households subscribe to at least one video-on-demand (VOD) platform. Given the sheer size of the potential audience, TVOD is a great way to reach a new customer base and boost your profits.
Popular platforms like Vimeo, iTunes, and YouTube offer an excellent starting point for most businesses. But before you choose any platform, it is important to consider your audience and their viewing preferences. If you are targeting a younger audience, you might want to consider YouTube, whereas businesses marketing higher quality products might find a Vimeo user more engaged.
Producing TVOD content
When it comes to producing TVOD content, high-quality video production is key. The post-production edits and sound quality must be of the highest possible quality to increase viewer retention. Creating a strong marketing campaign to promote the TVOD content is also important.
Even for premium content like TV shows and movies, much of the success comes from their marketing campaigns. Before launching, make sure to promote your TVOD offerings on your website and social media platforms to ensure maximum visibility and use good search engine optimization (SEO) techniques to get the word out.
And just like any other marketing strategy, TVOD requires optimization to ensure its success. During this process, it is important to regularly review analytics such as viewership, revenue, and global reach. Based on these analytics, you can refine your strategy to increase not only your viewership and revenue but also the number of subscribers to your platform.
Strategies to Maximize Your Impact With TVOD
To maximize your impact with TVOD, it’s important to develop a comprehensive marketing strategy. This means not only creating great content, but also promoting it through social media, email marketing, and other channels. You should consider partnering with influencers or other businesses to help spread the word about your new venture.
Finally, remember that TVOD is not a magic solution. While it can be incredibly effective, it’s only one piece of the puzzle when it comes to marketing. To truly succeed, you’ll need to develop a holistic approach that incorporates a variety of different techniques and strategies.
Final Thoughts
TVOD offers a range of benefits for marketers looking to connect with their target audience in new and exciting ways. By charging for premium content, you can generate revenue while also building a loyal fanbase.
However, to truly succeed with TVOD, you’ll need to develop a comprehensive marketing strategy. It incorporates a variety of different techniques and tactics. With a little bit of hard work and creativity, TVOD can be an incredibly effective tool for any business looking to grow and thrive in today’s digital landscape.
Krishan Jangir