The new video landscape presents some interesting challenges for broadcasters. As people are watching more content on multiple devices while on the move, broadcasters have to be mindful of compliance with licensing, copyright agreements and cultural differences.
Broadcasters need the ability to grant access where viewing is permissible and restrict access where it is not, all while making the end user experience as seamless as possible.
There is a solution.
IP geolocation and intelligence solution such as NetAcuity® by Digital Element, at its most granular level can accurately locate a user down to the city/postal code sector level and identify Wi-Fi connection locations and other IP-based user attributes without reliance on personally identifiable information. This enables broadcasters, publishers and more to confidently restrict or permit access to content and online services.
Capabilities offered by IP-based solution to simplify geographical rights management
- Ensure compliance: Accurately identify user location and grant or restrict access.
- Flexible distribution management: Respond quickly to changing rules for content distribution.
- Advanced proxy detection: Identify those deliberately trying to mask their location.
- Optimize the customer experience: Localize content and advertising, offer alternatives to blocked content.
Linear TV gives way to smarter devices and new programming
This viewing revolution is mostly being led by a younger, more tech-savvy generation who has grown up in a world where access to the internet is commonplace. And it looks likely that this shift from linear to on-demand television is only going to continue to grow, meaning that broadcasters must consider how they will compete in an increasingly saturated market.
According to Nielsen’s June 2024 report of The Gauge™, time spent streaming soared to 40.3% of total TV usage, surpassing the previous single category record set by cable in June 2021 (40.1%) and notching the highest share of TV ever reported in The Gauge.
Smart TVs and streaming media players (SMPs) will jointly drive growth into the foreseeable
future. The traditional “living room” of 10 years ago which hosted a single television set for the entire house has given way to a household where at least two screens (including tablets and smartphones) are used for TV viewing and video entertainment.
The increase of SVOD and Transactional VOD (TVOD) services are also changing the way people want to interact with advertising, with many subscribers of such services preferring to pay extra to remove commercials.
Consumers adopt different tactics to avoid watching ads, such as browsing the internet on other devices and recording to skip ads. Marketers need to get smarter in terms of delivering ads, making them more contextually relevant and personalized.
IP geolocation and intelligence data is vital for content providers
In a market where legislation and rights can rapidly change, the serving of content to the right user is far from simple.
And, the consequences for not protecting assets can adversely affect revenues, produce cost penalties for non-compliance, and damage a brand’s reputation for blocking access when it should be allowed.
IP intelligence data is vital for content providers to comply with digital rights licenses, either at a country or regional level. Yet, many are using poor approaches that restrict users who should be able to view content, while allowing access to those who should not.
The deployment of accurate IP Intelligence and geolocation technology negates this issue because it accurately identifies the user’s location. Working with less accurate data providers can create false restrictions, leading to disgruntled consumers.
Additionally, accurate IP-derived connection speed data helps ensure streaming content is optimized for the viewing platform and aids in eliminating the technical problems associated with delivering video or music over a range of devices and connectivity types.
Combating VPN and Proxy users
There are many unscrupulous users who try to access content they should not be viewing by masking their location, using proxies or Virtual Private Networks (VPNs).
Broadcasters need to utilize premium IP solutions to ensure they are not falling foul of nefarious methods of internet access.
According to a recent study, about 33% of VPN users use VPNs to mask their internet activity. Accessing restricted entertainment content and websites are drivers for VPN users, with 46 percent citing these as their key motivations for using these technologies. This rapidly growing threat increases with the proliferation of SVOD services―and represents a major threat to content providers.
Why broadcasters need IP geolocation and intelligence data by Digital Element
In an age that empowers consumers to watch TV on their terms―when and where they want―broadcasters have a myriad of challenges to face to manage the rights of their content. IP geolocation and intelligence data provides a simple one-source solution to enable broadcasters to manage digital rights and enhance the user experience.
Digital Element’s proxy database is the most advanced in the world. It can identify the type of proxy―such as anonymous―or if the traffic is coming from a hosting center. In addition, it can ascertain from where the proxy emanates, such as a Tor exit, Tor relay, the cloud or through a VPN.
This data is refreshed daily to ensure it is sound. This breadth and depth of this level of proxy information provides the ability to identify more suspicious connections and minimize false positives, enabling the broadcaster to make more informed decisions about allowing or denying access to content.
With revenue and reputations at stake, it pays to work with the world’s most accurate and granular IP data. Digital Element’s NetAcuity ensures compliance and accurate identification of a user’s location. It can also be used to help geotarget advertising, making messages more contextually relevant and engaging.
