Upload
others
View
6
Download
0
Embed Size (px)
Citation preview
New entrants, evolutions, mutations: TV in the future
October 2nd, 2014
Alexandre Callay
Eurodata TV Worldwide Director
Sahar Baghery
International TV Formats and Contents Director
SBaghery
Summary
New TV habits
Enriched ecosystem: content everywhere, viewers in the center
« Tell me a story! »
New TV habits
1
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Europe: almost stable competition
Based on total individual, total day. Differed included when measured. * Historical leaders in 2003: Germany: ARD 3, ARD, ZDF, RTL, SAT1, PRO7 / France: TF1, FRANCE 2, FRANCE 3, CANAL+, FRANCE 5 before 7pm, ARTE before 7pm, M6 / Spain: LA1, LA2, TELE5, ANTENA 3, regional channels FORTA / Italy : RAI UNO, RAI DUE, RAI TRE, CANALE 5, ITALIA 1, RAI DUE, RAI TRE, RETE 4, LA 7 / United Kingdom: BBC1, BBC2, ITV1 (inc. GMTV), CHANNEL 4+ S4C, CHANNEL 4 +1, FIVE) / United States: ABC, CBS, NBC, FOX, WB, UPN, PAX affiliates. * Historical leaders in 2003 and the 1st half of 2014: Germany: ARD 3, ARD, ZDF, RTL, SAT1, PRO7 / France: TF1, FRANCE 2, FRANCE 3, CANAL+, FRANCE 5 24/24h, ARTE 24/24h, M6 / Spain: LA1, LA2, TELE5, ANTENA 3, regional channels FORTA / Italy: RAI UNO, RAI DUE, RAI TRE, CANALE 5, ITALIA 1, RETE 4, LA 7 / United Kingdom: BBC1 SD+HD, BBC2, ITV SD+HD (inc. Bfast), ITV+1, CHANNEL 4, CHANNEL 4+1, CHANNEL 5, CHANNEL 5+1 / United States: ABC, CBS, NBC, FOX, CW, UNIVISION, TELEMUNDO, UNIMAS, AZTECA AMERICA, ION, ESTRELLA TV affiliates.
Allemagne
39,6
48,8
46,0
31,7
36,4
36,9
23,1
35,0 35,7
15,9
35,8
39,0
30,1
51,7 50,8
10
15
20
25
30
35
40
45
50
55
2008 2009 2010 2011 2012 2013 S1 2014
Evolution of the market share (%) of non-historical channels
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
20 Years of World Cup…
France Vs Germany
16.9 Million (share 71,8%)
Argentina Vs Netherlands
9.1 Million (share 88,0%)
Spain Vs Chili
13.2 Million (share 67,6%)
Germany Vs Argentina
34.6 Million (share 86,2%)
Final - Brazil Vs Italy
10.1 Million (share 62,1%)
Netherlands Vs Ireland
6.3 Million (share 89,7%)
Bolivia Vs Spain
11.6 Million (share 69,2%)
Germany Vs Bolivia
19.4 Million (share 61,3%)
Final – Brazil Vs Italy
13.6 Million (share 56,7%)
Top 1 - 1994 Top 1 - 2014
FINAL Germany Vs Argentina
14.9 Million (share 53,1%)
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Comparing national consumer trends and habits
Methodology :
Audience Measurement : Live + Replay except for Spain. Audience PC measurement for Norway over the period January-June 2014 and out of home from July 2014.
Target : Total individuals.
Period : January-July 2014 vs January-July 2013
Total Individuals
2h38
+3’
Norway >120
4h04
Spain >140
4h27
Italy >200
3h43
France >120
3h21
+7’
Netherlands >65
+1’
3h40
United Kingdom
>290
-13’ -5’ -7’
4h45
United States
>130
-8’
3h42
+1’
Germany >90
OOH
Live
PC
Replay
Catch Up TV
Out-of-home OOH
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Methodology :
Audience Measurement: Live+ Replay except for Spain. Audience PC measurement for Norway over the period January-June 2014 and out of home from July 2014.
Target : Total individuals : Germany : Individuals 14-29; Spain : Individuals 15-25; France : Individuals 15-34 ; United Kingdom : Individuals 16-24; Italy : Individuals 15-34; United States : Individuals 15-24; Netherlands : Individuals 20-34; Norway :15-24
Period : January-July 2014 vs January-July 2013
Young adults elude the television screen
Young Adults
1h30
Norway >120
2h59
United States
>130
2h21
United Kingdom
>290
2h17
Spain >140
2h30
France >120
2h41
Netherlands >65
2h06
Germany >90
2h54
Italy >200
+1’
-16’ -4’ -14’ -10’
-6’ -8’
Live
PC
Replay
Catch Up TV
Out-of-home
OOH
OOH
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
New TV habits
Target: Total Individuals. Period: January-August 2014 Vs January-August 2013
Audience time viewing evolution per month
+5
-5 -7
0
-5
+7 +10
1
-5
19
-9 -3 -3
20 26
11
+ +
+
+
-5 -3 -7
-3 -4
10
17
9 +
+
+
January February March April May June July August
+
-11
-2
-12 -4 -7
8
20
11 +
+
+
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Audience measurements in evolution
22 Countries measure
time shifted viewing
88 Countries
Eurodata TV Worldwide
76 Countries with people meter
system
10 Countries
measure TV viewing on PC
.
Currency measurement evolution:
The latest & upcoming • Finland: PC viewing (April 2014) • Norway: Out of Home viewing (July 2014) • France: catch up TV (September, 29th 2014) • Netherlands: Video Total (final quarter of 2015) • UK: PC viewing (2016)
5 Countries measures
OOH viewing
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Time-shifted viewing, an incremental impact for audiences
Broadcast 01/01/2014
Sony Pictures Television Distribution
15,4 M en
Live+VOSDAL+7 days
+75% vs. Live+VOSDAL
Evolution of the proportion of consumption: Homeland S3 (2013) vs. Homeland S1 (2011)
+7 points
vs. 2011
+1
+5
-13
Source: Showtime, Nielsen, Rentrak
32%
17%
23%
28%
Homeland S3
(2013)
Hartswood Films / BBC Drama
13.2 M in Live+VOSDAL+28
days
+93% vs. Live
Broadcast 01/01/2014
Broadcast 20/03/2014
3.4 M in Live+VOSDAL+7
days
+22% vs. Live
Live
Live + Vosdal
Live + Vosdal + 7 Days
Live + Vosdal + 7 Days + 28 days
On Demand
3h40
3h44
+27’
+31’
+9’ 3h21 3h43 +4’ +4' 4h28
Methodology:
Audience Measurement: Live + consolidated.
Target: Total individuals.
Period: January-July 2014 vs January-July 2013
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Multi-screen consumption completes live content
1 of 2
French consumers
viewed catch-up TV in the
past 12 months
15-24
40.8% In the past 12 months
2.4 M In Live+VOSDAL+7
Days
> 58,000 Stream views
FIFA World Cup Final Germany vs. Argentina
15+
1.9 M In Live+VOSDAL+6
Days
> 192,000 Stream views
France: key figures for the use of catch-up TV Netherlands: % of video content consumption by type of screen
Streaming TV content is increasing ...
Tablet
13 +
76%
9%
7%
4%
Fixed computer
Television
Laptop
Smartphone
4%
#1 Screen the
most used
12.6% In the past 12 months
#1 Target that
consumes the most
Médiamétrie (France): Global TV Study Summary, Wave 13 April-June 2014. Basis: total population individuals 15+.
SKO Stiching Kijdonkerzoek (Netherlands): Moving Pictures 2013.
Source: MMS Mediamatning I Scandinavien (Sweden) / SKO Stiching Kijdonkerzoek (Netherlands)
New TV habits
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Smart TV, a motor for growth
28%
56%
28%
41%
39%
28%
+2%
+48%
+29%
+8%
-8%
Evolution in % S1 2014 vs S1 2013
Source : Médiamétrie / Eurodata TV Worldwide / GfK Retail & Technology – All rights reserved
2009 2010 2011 2012 2013
New TV habits
Proportion of Smart TV (%) compared to total sales – First semester 2014
Smart TV Traditional TV
Number of units sold
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
Allemagne Royaume Uni Espagne Italie FranceGermany Spain Italy United Kingdom France
Sales of TV sets since 2009 (number of units)
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Proliferation of screens enhances interactions
Social TV gains ground
2.2 million Swedes interact with a
second screen everyday while watching TV
990 million
tweets about TV were sent by 36 million of Americans in
2013.
60% of daily interactions about a TV show occur during the air
time.
Use of social networks keeps widespreading
24.3% of worldwide
users are American.
85% of Internet users
own an account.
41% of Italians.
83% of Italians.
15 million users in the
UK (09/2013).
34.3 million unique
visitors (11/2013).
13 visits on average by
week.
9 million users.
30% of people 12-19.
85% of people 12-29.
32.8 million of people
15+ report that they are registered on at least one social network.
Scandinavia: TNS Gallup Mobile Devices / New Media Forecasts 2013 – ZenithOptimedia / TNS Kantar Media
USA: Nielsen, Nielsen Social Guide, “Multi-Device Usage Study,” GfK November–December 2013, GlobalWebIndex Wave 11
UK: Second Sync Study, February 2014 // Tech-thoughts, “Multi-Device Usage Study,” by GfK November-December 2013
France: Mediametrie, Web Observatoire April-June 2014. Base: Total Individuals 15+
Italy: New Media Forecasts – ZenithOptimedia / Nielsen Italy / Audiweb powered by Nielsen – Audiweb Database, December 2013 / US Census Bureau, GlobalWebIndex Wave 11/ InternetWorldStat, Facebook ITU
Netherlands: GfK / Dutch Digital Market Overview – ComScore
New TV habits
Enriched ecosystem: content everywhere, viewers at the center
2
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Platforms without borders
Enriched ecosystem: content everywhere, viewers at the center
Scandinavia
+
…
Middle-East
Africa
Yomvi
Latin America
Yuzu
Eastern Europe
Ivi
Asia
Iqiyi
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
The transformation of the ecosystem
complementarity
cord-cutting
Consumption
Regulation
Innovation
Content
Transformation
Offer and Demand subscription
Lower prices binge watching
multiscreen
ATAWAD
chronology of the media
Quotas
Harmonization
Competitive advantage
Tax system
OTT
algorythm
bandwidth
rapidity
Data analysis
recommendations Premium international Original production
Communication catalogues Market destabiliation
Strategic partnerships
cable Internet Mobile
studios
platforms
TV viewers
Broadcast windows
Mutation
Enriched ecosystem: content everywhere, viewers at the center
Partnerships with traditional actors and new entrants: contents everywhere
Lilyhammer
Source: Eurodata TV Worldwide / Multiscreen Report 2014 / NOTA / Relevant partners – All rights reserved
Season 3
msh% BBC2
x3 / 16-34 / 6 ep.
Season 2
Season 6
Season 4 Season 3
3rd season of pilote episodes
Enriched ecosystem: content everywhere, viewers at the center
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Marketing to Millenials: the use of social networks to promote TV shows
From previews on social networks…
+63% vs
channel average on Adult Swim on 18-34 (episode 8)
+14% vs
channel average on AMC on 18-34
(premiere)
+46% msh vs slot
on 15-25 (15 episodes)
…to buzz and additional content
The Walking Dead
Instagram Halt & Catch Fire Rick & Morty
Velvet
Entertainment One Atresmedia International / Beta Film
All3Media International
x3.6 msh% vs slot on 16-34
on July 18th, 2014
TV2 watched by twice
as many 18-25 year old men than TV3
337,000
followers
1.9 million
likes > 100,000
Enriched ecosystem: content everywhere, viewers at the center
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Social strategies in the development of TV content
X2 vs channel average Ned3
on 13-19 (10 episodes)
28.5% (premiere) vs 22%
on average on TVI (15-34)
Audience engagement and participative content:
Smeris
Rising Star
Dutch Features Global Entertainment
Keshet International
TelFrance
Endemol
Fundastic
#What’s next
Web Public space
Collected on 26/08/2014
11,590 likes
Enriched ecosystem: content everywhere, viewers at the center
« Tell me a story ! »
3
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Sports and Live, gathering audiences
Record Entertainment since 2009
80% msh
45 million
Beauty Queen 2014
195 million viewers In 41 European markets
#1 Entertainment Live
16-24
14-29
1/2 Final 89.3% msh on NPO 1
Final 86.2% msh
on ARD
Total individuals
Women 15+
Total individuals
89.8% msh
87.7% have watched at least one minute a match on TF1
MORE
95.1% msh
« Tell me a story! »
Methodology: Top entertainment programs between January and May 2014 / Based on the best episode – Target Total Individuals
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Strong brands: worldwide awareness and the potential of development
HOTPICKs AUSSI
FremantleMedia
Master Athlets
All3Media International TF1 Productions / Armoza
All-Star Lifeguards
Small World
The People’s Choice
Televisa
Talpa Distribution Shine International
Help! I Can’t Cook
Keshet International
Methodology : - Utopia data based on the market share (total individuals) - Rising Star data based on the viewers’ evolution (total individuals)
+40% between 1st and last
episode
« Tell me a story! »
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Blurred boundaries, mixing genres
+150% vs slot on 18-34
Coming soon
Best performing program of the season, all genres combined
on La Sexta
Murder in Successville
Seven Deadly Sins
Warrior Poets
The World Wars Our World War Operation Palace
The Quest
The Next Step
A+E Networks BBC Atresmedia
Green Harbor Productions / Court Five / Profiles Television Productions
Tiger Aspect Productions
BBC Worldwide
« Tell me a story! »
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
From the book to the screen: universal stories
msh % X6 vs slot on
18-34
First episode
msh% X3.5 vs slot
on 18-34
Best series launch on
TNT last season
The Leftovers The Last Ship
The Book of Negroes Gallipoli Jonathan Strange & Mr Norell
HBO Warner Bros International Television Distribution
Entertainment One Endemol
HOTPICKs
MORE +
« Tell me a story! »
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Best performing series are concentrated on main broadcasters…
10 12
5
5
3
7 5 Antena 3
Ned 1
TV4 Telecinco
Méthodology: Period: January – June 2014 Based on the best performing episode in audience of each series
Number of local series per broadcaster in national top 15 scripted series (in audience)
4
11
4
11
« Tell me a story! »
Source: Eurodata TV Worldwide / Scripted Series Report – Update 1 & 2 2014 – Relevant partners – All rights reserved
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Ptit Quinquin
Original creations also boost the challengers
x 3 vs slot average on 15-34
Söder Om Folkungagatan
SBS Broadcasting Network
Bluf
MORE+
Neste Sommer
DRG
x 3 vs slot average on 15-24
x 2,5 vs slot on 15-34
Methodology: Performance of the premiere episode (in market shares) compared to the channel’s average slot (prime time)
E4
Mr Sloane
Girls Will Understand
BBC Worldwide
Glue
x 2,5 vs slot on 16-34
« Tell me a story! »
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Transgenerational stories from childhood to adulthood
ITV Studios Global Entertainment
Disney-ABC Domestic Television
The Choice Generation
Classics Rebooted
Star Wars: The Clone Wars
Thunderbirds are Go!
Star Wars Rebels
France Télévisons
« Tell me a story! »
MORE +
Kids Young adults Adults
Chica Vampiro Heartless
Flash
The Strain
Gotham
Surnatural
Super Heros
Televideo Internacional
Warner bros television distribution
Twentieth Century Fox Television distribution
Warner bros television distribution
Ultimate Spider-Man
msh% +75% vs children scheduling on France 4 on 4-14
msh% X3.9 vs slot on 15-24
DR Sales
Disney-ABC Domestic Television
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Key take away
The usages are evolving rapidly and the television offer
enables you to manage your time
Non-linear offers remain and will remain
complimentary offers
Television remains and will remain a powerful media
The more there will be choice, the more viewers will need
to be on medias that hold a strong editorial
identity
Until that cycle, technological developments are preparing
tomorrow’s innovations: 4K, 8K, 4G, Occulus, video games...
The role of TV channels are evolving,
content publishing aggregators and creative events
We are at the dawn of a new cycle where content will be
key drivers of change
Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd
Next interventions from Eurodata TV
[email protected] [email protected] [email protected]
(Booth P-1.C56) Cannes 13-16 October
MIP Junior Cannes 11-12 October
Sportel Monaco 4-7 October [email protected]
Sport Innovation Summit Mexico 23-24 October OCT-NOV
MIP Cancun 19-21 November
2 presentations GLOBAL CHANNEL DISTRIBUTION: MARKET OVERVIEW 13 Oct 2014, 09:15 - 09:35 Esterel Palais 5 MEXICO MEDIA & ENTERTAINMENT LANDSCAPE 13 Oct 2014, 10:10 - 10:40 Auditorium A Palais 3
Thank you!
Alexandre Callay
Eurodata TV Worldwide Director
Sahar Baghery
International TV Formats and Contents Director
SBaghery