Archive · 29 Sep 2025
OTT and TV Partner to Share Shows, Expanding Reach and Revenue
Streaming services and TV channels are now sharing shows.
This means you might see a show on your streaming service and on TV at the same time!
Why?
Because it helps them reach more people and make more money.
It also helps the shows become more popular.
Instead of keeping shows only on one platform, they're sharing them to give shows more value.
Advertisers also like this because they can reach viewers on both TV and online with the same ads.
While exclusivity may be reduced, content can still be strategically managed to get more out of the content.
Streaming services and TV channels are partnering to share shows.
MX Player and Sony Entertainment Television (SET) are collaborating to air the show 'Rise and Fall'.
The goal is to expand distribution, reach more viewers, and increase revenue.
Advertisers benefit by reaching customers across both TV and digital platforms.
Exclusivity is being reevaluated for maximum content lifecycle value.
- Who
- OTT platforms, TV channels, industry experts
- What
- Sharing of TV shows across OTT platforms and television channels
- When
- Currently happening
- Where
- Across various platforms
- Why
- Expand reach, increase revenue, and maximize content value
Pro-Sharing
Exclusivity Focus
Exclusivity vs. Reach
Pro-Sharing
Sharing content amplifies reach and maximizes revenue.
Exclusivity Focus
Exclusivity is crucial for attracting initial subscribers.
- Partnership Example
- MX Player and Sony Entertainment Television (SET)
- Content Sharing
- Shows air on SET the same day as OTT release
- Primary Goal
- Expand distribution, reach, and monetization
- Benefits for Advertisers
- Reach customers across TV and digital platforms
- Exclusivity Strategy
- Maintain initial exclusivity then extend availability