Technology has fueled a change in consumer behavior enabling viewers to watch what, when, where and how they choose. This shift has led to the mass adoption of over-the-top (OTT) consumption – the delivery of traditional film and TV content via the Internet without the need for a subscription to a traditional cable or satellite service.
Media and entertainment companies already have millions of viewers. The challenge is that these viewers are largely unknown, except for their age and gender, and perhaps their viewing or online behavior. You’re working hard to develop a direct relationship with your viewers. And, for the most part, you probably only recently started implementing tactics that will help you capture more useful information about your audience that will enable you to engage with them in a relevant way. It's the nature of the business.