Veset - The appeal of niche and nostalgia Lelde Ardava, COO, Veset In an increasingly crowded broadcast landscape, OTT services and broadcasters face the unending challenge of capturing and maintaining viewer attention. Strategies to expand viewership and increase engagement include expanding into new geographical regions, launching on new platforms, and investing in big budget original content, but of course the latter isn’t always an option. For many broadcasters, another strategy that has emerged as being effective at drawing audiences and improving engagement is the delivery of content that caters to niche audiences and fandoms. Power of niche offerings Of course, delivering niche content that appeals to a very specific audience or fanbase is far from a new phenomenon. Niche channels have in fact been around for decades – take MTV or the History Channel for example. These networks recognized that launching niche offerings to appeal to passionate audiences not only helped to enhance viewer loyalty and enthusiasm but also created an opportunity to monetize back catalogue content. This strategy allowed networks to keep audiences entertained while maximizing the value of existing content libraries. These days, networks, broadcasters and video providers stand to gain similar benefits from launching niche channels and...
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