A lot can be done to increase OTT apps stickiness. With new content usages come new behaviors which must be addressed with changes in the way the content is offered.

In the new golden age of content, pay-TV operators potentially hold the map to this vast new content library and have the chance to become the virtual shopping malls of the digital content world.

In the digitally disrupted U.S. pay TV market, we know that innovation is one of the most important priorities to staying competitive in the evolving TV landscape. However, this is a broad solution leaving many to ask the question - “When it comes to innovation, where do I start?”

As we move into the new year, pay-TV service providers are in a unique position to create a truly unified TV experience that proactively blurs the lines between pay-TV and OTT. In essence, they can become the central gateway to all content that consumers love.