In late 2016, Crackle completely reconverted its business model in Latin America, turning what was once an online entertainment service, into an SVOD platform with no advertising, offered as part of the pay TV package; a move that led to exponential growth and quickly proved to be the right one.
"Pay TV operators are welcoming Crackle with open arms. This business model is proving to be important for all operators," said José Rivera Font, VP and GM of SPT Digital Networks, Latin America.
"As long as they can incorporate it into their existing pay TV franchise or as a way to expand it, these operators will be able to reach users in a way they couldn't before."
After announcing its launch in Colombia in early August, Sony Pictures Television's (SPT) OTT platform conquered one more territory in Latin America, as it continues to meet its goal of expanding its presence across the region.
Crackle is now present in Mexico with Dish, Axtel Play and Totalplay; in Honduras with Tigo; in Brazil with Oi; in Argentina with Gigared; in Uruguay with TCC; and in Guatemala and Costa Rica with Tigo.
"There won't be any corner of any country that's not covered by Crackle," said José Rivera Font, VP and GM of SPT Digital Networks, Latin America, adding the service "currently reaches over 150 million homes."
"This is not only because of the pay TV operations' reach, but also because we have operators who have IPTV and mobile services," he explained.
The executive revealed the company has signed 43 deals for the platform in the region, with several more in store, which only makes operators want to join Crackle even more.
And despite having to compete with other OTT services, the platform stands out through four main assets that make it unique.
The first is that the platform was launched as part of the pay TV ecosystem. "There are other OTT services out there, but they are not necessarily part of those services.
"Second, we offer a complementary service, even for those operators who already have OTT services, which is appealing for those operators who want to add something new to their current portfolios," he said.
"We also offer apps developed by ourselves for both big and small operators, so we can have a massive distribution of the Crackle brand and its titles," he added.
Last but certainly not least, Font highlighted the price: "Crackle reaches markets with a very competitive price, making it easy for the operator to incorporate it to their VOD system, as well as offer the product in their platform or portfolio."
"We provide added value," he said. "We give users flexibility in terms of devices and price. We give them the chance to consume their favorite titles however they want, whenever they want, from any device."
"We've been lucky to have pay TV welcome Crackle with open arms and it has led to a phenomenal success in this first year of business," he concluded.