Monetising Video in 2026: OTT, Bundles and Technology Choices for ISP & Telco

Loyalty programmes: attention as currency in hybrid OTT models

Loyalty programmes in OTT and VOD are shifting from traditional point-collection schemes to models where user attention becomes a tradable value. Users can consciously choose to watch advertising and receive credits or points in return, which they can then use within the service.

Advertising thus stops being a purely disruptive element and becomes a voluntary transaction that gives viewers control over how they “pay extra” for content.

Typically, these credits can be used to rent a movie, unlock premium content, temporarily remove ads, or access benefits such as higher quality or offline viewing.

For platforms, this approach increases engagement and monetises audiences that are unwilling to pay for full subscriptions. At the same time, advertising value increases for advertisers, as these formats are watched intentionally and with higher attention, often further enhanced by behavioural personalisation.

Bundles and aggregation: simplifying access while reducing churn

Bundles and aggregation in 2026 are primarily about simplifying access to multiple OTT services without forcing users to manage several separate subscriptions. This does not necessarily mean a single technical interface or one application, but rather a commercial model where one bundle or subscription provides access to multiple platforms or content libraries.

For users, the key benefits are ease of purchase, transparent pricing, and a stronger perception of value.

From a market perspective, aggregation also has a measurable impact on customer retention. Standalone OTT services typically experience relatively high churn, with annual churn rates commonly ranging between 20–40 %, driven largely by subscription hopping and content-driven sign-ups and cancellations.

Market analyses by Ampere Analysis, Antenna and Deloitte indicate that aggregated offerings typically achieve churn rates around 20–50 % lower than standalone subscriptions.

The reasons are structural rather than purely price-driven. Bundles increase perceived value, reduce billing friction, and create a stronger psychological commitment, as users are less likely to cancel individual services when they are part of a broader package.

For ISP and Telco operators, this makes aggregation one of the most effective tools to combat subscription fatigue, stabilise revenues, and extend customer lifetime value. OTT services benefit as well, gaining broader reach and lower customer acquisition costs through distribution partners with an existing customer relationship.

AI subtitles and AI dubbing: localisation as a growth lever

AI-generated subtitles and AI-assisted dubbing are accelerating localisation and reducing the cost of making content available in additional languages. This is critical for platforms, as localisation directly expands the addressable audience, both geographically and demographically.

Many viewers prefer dubbing or high-quality subtitles, and without them, they simply do not watch the content.

In practice, a hybrid approach is emerging, where AI produces the first version and human reviewers ensure context, terminology, and quality.

For users, this means more content available in their native language and a lower barrier to entry. For operators and aggregators, language availability becomes another decisive factor for satisfaction, often more important than additional app features.

Data-driven strategies and originals: content matters more than UI details

Users have become accustomed to streaming services being “good enough” in terms of usability and expect platforms to help them discover content automatically.

Minor changes in interface design or controls are therefore noticed less, while content availability remains the decisive factor.

Original productions and exclusive titles available on only one platform play a key role, as they are often the main reason users subscribe to or stay with a service.

AI and automation operate on two levels here. First, they help deliver the right content to the right audience through recommendations and personalised interfaces. Second, they increase efficiency in catalogue management through metadata generation, thematic collections, and predictive analytics.

For local operators, this represents an opportunity to combine knowledge of local audiences with data-driven content distribution and better leverage their position within the ecosystem.

AV1 and Dolby Atmos: transmission efficiency and a cinema-at-home experience

AV1 is increasingly becoming the standard codec for modern OTT platforms, as it reduces bitrate while maintaining quality, improving delivery efficiency.

This is particularly important for CTV, mobile, and web environments, where every saved megabit translates into lower distribution costs and more stable playback under fluctuating network conditions.

For ISPs, AV1 contributes to more efficient capacity usage and smoother streaming even during peak load.

Dolby Atmos and premium A/V formats, on the other hand, are key to delivering a true “cinema at home” experience and differentiating premium tiers.

For operators, this creates opportunities to differentiate through quality and to communicate the value of the best possible home entertainment experience.