Sling TV is missing an opportunity, according to analyst firm Strategy Analytics, which advises positioning Sling TV as a mobile offering.
In a new report, Strategy Analytics cites key factors in the success of Sling TV in addition to consumer motivations to replace traditional pay TV services. Smartphones should be prioritized as an alternative screen to consume live TV services – not just for ‘on the go,’ the research firm argues.
“What really helps to drive mobile usage from YouTube, Hulu, and to a lesser extent DirecTV, are their existing dedicated mobile apps. Both Hulu and YouTube have very prominent mobile apps which are optimized for mobile viewing,” said Chris Dodge, report author and Strategy Analytics associate director, in a prepared statement.
Among the report’s findings:
- There is a rejuvenated focus on mobile viewing, particularly with 5G, from companies such as Facebook and Snapchat in addition to mobile operators such as Verizon Wireless and T-Mobile. Live streaming TV will also be an important part of this evolution.
- Mobile media enthusiasts, whether video or music, have grown accustomed to the instant gratification of streaming content on smartphones, particularly to consume new content. Failing to make a large impact on this space as a video streaming service allows competitors to gain further market share.
- Dedicated mobile apps create a starting point to capitalize on an existing customer base. Developing a live TV service within an existing app will allow users to instantly access all types of content remotely.
“Sling TV is losing to a much bigger competitor, Hulu, mainly because of Hulu’s SVOD catalog and history. Hulu has also incorporated their new live streaming TV service into their existing mobile app, thus enabling them to gather a different wave of subscribers from their existing, large subscriber base,” Dodge said, in a prepared statement.