Victoria Marvin, Senior Director of Distribution Operations and Partnerships at Vevo, will be speaking at Future of Video, November 19-21, 2024. In anticipation of the event, Victoria shares her insights on the evolution of streaming services, the rise of personalization in the FAST landscape, and the shifting dynamics between traditional TV and OTT platforms. Read on as she highlights key trends shaping the video industry and strategies for staying competitive in an ever-changing market.

Looking ahead, what projects or developments in the video service landscape are you particularly excited about this year, and why?

I am excited about the continued development of personalization algorithms to make the best content recommendations for users. The FAST landscape is very competitive, and FAST platforms will be revamping their EPGs and UI to make data-driven suggestions and keep audiences engaged.

With platforms being home to hundreds of channels, personalization will also help them understand what content is drawing in audiences, and we’ll see platforms continue to refine their content offering. For users, this will in turn help with decision fatigue.

As a leader in the video service industry, what trends do you foresee shaping the future of streaming services in the next 5 years?

In the next five years, I foresee consolidation in FAST, which could be positive for consumers as they navigate the paradox of choice. Hopefully, that will lead to less subscriber/user churn for streaming services.

How do you see the balance shifting between traditional pay-TV services and OTT platforms in the coming years, and what opportunities does this present for industry players?

The balance is shifting towards OTT platforms. Live events, like sports tournaments and award shows, used to be key tent poles for traditional TV players, but recently we have been seeing rights deals going to the streaming platforms. This will only accelerate as audiences move away from traditional primetime TV viewing.

With the rise of connected video devices, how do you anticipate consumer viewing habits evolving, and what strategies should service providers adopt to stay relevant?

Video content on mobile, especially on social platforms, makes up a considerable part of the consumer media diet and influences what we ultimately watch on TV. We’ve seen content owners take notice of this transformation as well with the emergence of creator content in FAST programming. With consumer viewership continuing to increase across both TV and social, the ability for social to truly collaborate with television in real time is major – from content viewership to shopping.  And we’ll continue to see increased convergence across advertising efforts in both environments as the space continues to evolve.

In an increasingly competitive landscape, what are the key differentiators that will set successful video service providers apart from the competition?

A key differentiation factor for players in this competitive space will be balancing monetization with premium programming and quality content curation.  We’ve seen through consumer insights studies and the bundling of content offerings that consumers value quality over quantity – and that notion speaks to both content and advertising. Successful providers and tech partners will prioritize that with personalization across all facets of the viewer experience, ultimately maximizing engagement and driving outcomes at scale.

As Vevo’s Senior Director of Distribution Operations & Partnerships, Victoria Marvin is instrumental in driving the company’s evolving strategy to boost the network’s CTV revenue and viewership in the US, Canada, UK, EU, Australia and New Zealand. Victoria manages relationships with Vevo’s various AVOD and FAST partners and leads all operational aspects of Vevo’s CTV expansions and enhancements, ensuring a seamless and cohesive viewing experience across all platforms globally. She also ensures Vevo programming is optimized for each distribution partner and that Vevo receives on-platform promotion to drive discovery. Prior to joining Vevo, Victoria was the Senior Director of Strategic Planning at NBCUniversal.