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Can Gracenote make universal OTT search a reality?

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Discovery is the most significant challenge faced by smaller SVOD services in 2020. Though universal search facilities built into video platforms can help, integration with them is a nightmare for everyone concerned. Gracenote has a solution for universal OTT search it says will ease the burden.

OTT universal search a challenge for all

The biggest SVOD providers enjoy a considerable advantage when it comes to service discovery. Platform providers must ensure market-leading services like Netflix, Amazon Prime Video, and Hulu are available on their devices to be credible in the market. The platform providers shoulder much of the integration burden for the most prominent providers. However, they lack the resources to do the same for smaller SVOD providers.  These smaller SVOD services must integrate with many different platforms, all with varying formats of data and procedures.

A critical way for smaller SVOD providers to be discovered by would-be customers is through universal search facilities. Roku, Apple TV, Amazon Fire TV, Android TV, and others all provide universal search. Unfortunately, each platform has different procedures and data formats to be included in the search, placing a substantial development and operational burden on the SVOD provider.

Gracenote takes on the challenge

Today, Gracenote announced the availability of a solution that it hopes will relieve the integration burden on both the platform providers and smaller SVOD services. The company’s Global OTT Guide combines four key components required to simplify the integration of SVOD services into video platforms:

Today, the content identifier format used by an SVOD provider is frequently different from the one used by platform providers. Mapping between the two numbering systems is a major integration challenge. Gracenote IDs provide a single content identifier that can be used between platform and SVOD provider.

Deep, rich descriptions of content are necessary to ensure that it can be easily found by consumers using universal search. Gracenote provides the metadata infrastructure required for an SVOD provider to capture the data and share it with partner video platforms.

70% of UK video viewers say that video guide imagery is critical in persuading them to watch a piece of content. Gracenote provides a rich set of show and movie imagery that can be used by providers using its OTT guide.

Keeping partner video platforms updated with the latest content list and descriptions is a huge operational challenge for smaller SVOD providers. Gracenote simplifies the process. An SVOD provider keeps Gracenote updated with the most recent information and a partner video platform can use a dynamic feed from Gracenote to stay updated on the latest data.

The Gracenote Global OTT Guide is taking on one of the biggest challenges in the SVOD market today. As the company’s press release says:

“Gracenote’s OTT guide offering serves as the connective tissue that helps make video content searchable across multiple services, platforms, and devices.”

Adoption will take time

However, it can only be successful if it is widely adopted by both SVOD services and video platform providers. Achieving the necessary level of adoption will be tough and will take time. Watch for customer announcements from Gracenote to track its progress throughout the year.

Why it matters

Discovery is the most significant challenge faced by smaller SVOD services in 2020.

Though universal search facilities built into video platforms can help, integration with them is a nightmare for everyone concerned.

Gracenote has a solution it says will ease the burden.

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