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Strategic challenges and results of US
OTT streaming platforms
January 23rd 2020
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AGENDA
Entry barriers abroad
Regional competition & local initiatives
Conclusion
Group typologies & strategies
Pay-TV & SVOD US Market outlook
TV HOUSEHOLDS STRUCTURE - USA
Source : Dataxis Source : Dataxis
0
20
40
60
80
100
120
140
Number of US
households
TV households Pay-TV households SVOD & OTT
households
In
millio
n
HOUSEHOLDSUSA – 2019
Number of households
PAY-TV & SVOD/OTT PENETRATIONUSA
Number of households, % of total households
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
20
40
60
80
100
120
140
2016 2017 2018 2019 2020 2021 2022 2023 2024
In m
illio
n
Pay-TV households SVOD & OTT households
Pay-TV penetration SVOD & OTT penetration
MARKET OUTLOOK : PAY-TV & SVOD – USA
0
50
100
150
200
250
300
2016 2017 2018 2019 2020 2021 2022 2023 2024
In m
illio
n
SVOD subscribers Total direct pay TV subscribers
PAY-TV & SVOD SUBSCRIBERSUSA – 2016-2024
Source : Dataxis
0
20000
40000
60000
80000
100000
120000
2016 2017 2018 2019 2020 2021 2022 2023 2024
In m
illio
n U
SD
SVOD revenues Pay-TV revenues
PAY-TV & SVOD REVENUESUSA – 2016-2024
Source : Dataxis
PAY-TV MARKET OVERVIEW - USA
0 5 10 15 20 25 30
AT&T
Comcast Cable
Dish Network USA
Verizon
Charter Group
Cox
Altice USA
In million2014 2019
PAY-TV SUBSCRIBERS BY ACTORUSA – 2014 vs 2019
Source : Dataxis
PAY-TV SUBSCRIBERS & REVENUESUSA – 2017-2024
Evolution of subscribers and revenues
Source : Dataxis
35
45
55
65
75
85
95
105
0
20000
40000
60000
80000
100000
120000
2017 2018 2019 2020 2021 2022 2023 2024
Su
bsc
rib
ers
in
millio
n
Reven
ues
in m
illio
n U
SD
Pay TV networks affiliate revenues Pay TV operators revenues Pay TV operators subscribers
SVOD MARKET - USA
ARPU COMPARISONUSA – 2016-2024
0
20
40
60
80
100
120
2016 2017 2018 2019 2020 2021 2022 2023 2024
In U
SD
US SVOD ARPU US Pay-TV ARPUSource : Dataxis
0
10
20
30
40
50
60
70
80
2014 2015 2016 2017 2018 2019
Source : Dataxis
SVOD SERVICESNumber of active SVOD services in the US
SVOD MARKET – MAJOR ACTORS & COMPETITION - USA
SVOD SUBSCRIBERS BY ACTORUSA – 2014 vs 2019
Source : Dataxis
0
10
20
30
40
50
60
Netflix Amazon
Prime
Video
Hulu HBO Now CBS All
Access
Showtime
Streaming
Starz Others
In m
illio
n
2014 Q4 2019 Q3
37%
21%
17%
5%
3%
3%
2%
13%
Netflix Amazon Prime Video Hulu HBO Now
CBS All Access Showtime Streaming Starz Others
Source : Dataxis
MARKET COMPETITIONUSA - Market share of subscribers by actor
SVOD MARKET - CONTENT INVESTMENTS
Source : DataxisSource : Dataxis
CONTENT INVESTMENTS BY SVOD SERVICEWorldwide – 2020
(Excluding Sport & News)
CONTENT INVESTMENTS BY GROUPWorldwide – 2020
(Excluding Sport & News)
0 2000 4000 6000 8000 10000 12000 14000 16000
Netflix
Prime Video
Hulu
HBO now
HBO max
Apple TV+
Disney+
Peacock
In million USD
16%
9%
22%
17%
2%
12%
17%
5%Netflix
Amazon (Prime Video)
Disney
WarnerMedia (AT&T)
Apple
ViacomCBS
NBC-Universal (Comcast)
Discovery
91B USD
SVOD MARKET ENVIRONMENT - USA
GLOBAL GROUP STRATEGIESU
S L
ibra
ry
size
US
AR
PU
Co
nte
nt
pro
du
cti
on
Sele
cte
d
reven
ues
20
19
Ob
jecti
ve
47000 TV shows episodes
4000 movies
50000 TV shows episodes
12500 movies
13.3 USD
ARPU :
3.9 USD
Selling price :
4.99 USD
100% auto-production
Domestic & International Domestic & InternationalDomestic
Paid subscriptions :
20,327M USD
Prime membership :
16,250 M USD
Product sold :
215,000 M USD
Subscription base growth Building a global
ecosystem
Building a global
ecosystem
Cate
go
ry
PURE-PLAYER E-COMMERCE GIANT TECH GIANT
Small content library 7500 TV shows episodes
500 movies
55000 TV shows episodes
2500 movies
ARPU :
9 USD
ARPU :
4 -11 USD
Selling price :
6.99 USD
Domestic Domestic
Media Networks & D2C :
43,700 M USD
WarnerMedia :
32,500 M USD
Maximize asset value
Long tail
Maximize asset value
Long tail
MAJOR STUDIO TELCO GIANT
MAJOR STUDIO
Selling price :
8.99 USD
DEPLOYMENTS, CONTENT PRODUCTION & EXPORTATION
KEY MARKETS BY ACTOR
North America
Latin America
Western Europe
Eastern Europe
Pacific Asia
ENTRY BARRIERS ABROAD
Africa
Internet access
Price
Content offer
China
SAARC
Price
Content offer
Cultural
specifities
Internet access
Hyper-
competition
Europe
Price
Hyper-
competition
Legal barriers
Latin America
Hyper-
competition
Price
Legal barriers
Cultural
specifities
Hyper-
competition
Price
Censorship
Mobile
consumption
Mobile
consumption
ENTRY BARRIERS ABROAD
BLENDED PAY-TV ARPU BY REGIONWorldwide – 2019
INTERNET & ELECTRICITY ACCESSAfrica – 2014-2019
SVOD SERVICESLatin America & Europe – 2014-2019
Number of active SVOD services
0%
20%
40%
60%
2014 2015 2016 2017 2018 2019
% o
f h
ou
seh
old
s
Access to electricity Mobile broadband penetration
Source : Dataxis
Source : Dataxis
0
10
20
30
40
50
60
70
Latin-america Europe
2014 2019Source : Dataxis
0
20
40
60
80
100
120
In U
SD
US Latin America Europe Asia-Pacific Netflix ARPU worldwide
LEGAL BARRIERS ABROAD
SVOD window
in months
12
30
1222
24
6
24
12
24
36
Country TVOD SVOD Pay TV Free TV
Italy 4 6 6 18
Denmark 4 12-36 12 24
UK 4 25 6 12
Austria 6 12 12 18
Netherlands 6 20-22 12 22
Spain 4 12-24 8 12
Germany 6 12 12 18
Sweden 5 12 12 4
Ireland 24 24 24 24
Belgium 4 7-36 12 30
France 7 30 8 22
25
RELEASE WINDOWS IN SELECTED COUNTRIESIn month
Source : Dataxis
Countries with clear legislation on SVOD
Countries with no restricted legislation on SVOD
NETFLIX DOMINANCE IN EUROPE
Source : Dataxis
0
2
4
6
8
10
12
In m
illio
n
NETFLIX SUBSCRIBERS BY COUNTRYSelected European countries – 2019
NETFLIX REVENUES BY COUNTRYSelected European countries – 2019
0
200
400
600
800
1000
1200
1400
In m
illio
n U
SD
Source : Dataxis
61%
39% Netflix
subscribers
Other SVOD
services
subscribers
Source : Dataxis
Source : Dataxis
NETFLIX MARKET SHARE OF SUBSCRIBERSEurope – 2019
63%
37%Netflix revenues
Other SVOD
services
revenues
NETFLIX MARKET SHARE OF REVENUESEurope – 2019
TV SCREEN VIEWING REMAINS STRONG
SMART TV PENETRATION BY REGION
Worldwide – 2014 vs 2019As a % of total TV sets installed base
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe Latin America Asia-Pacific North America
2014 2019Source : Dataxis
OTT going TV - strategiesModalities for OTT actors to reach TV viewers
Smart TVs
Pay-TV operators’ STB
PC HDMI
TV Streaming devices
REGIONAL COMPETITION – FRANCE & UK
FTA channels revenues & programming costsFrance & UK - 2019
(Excluding Sport & News)
Source : Dataxis
Pay TV operators revenues & programming costsFrance & UK - 2019
(Excluding Sport & News)
Source : Dataxis
0
500
1000
1500
2000
2500
3000
3500
TF1 Group M6 Group France
Televisions
Group
BBC group Channel Four
Television
Corporation
ITV group
In m
illio
n U
SD
Total TV revenues Cost of content programming
0
1000
2000
3000
4000
5000
6000
7000
CanalPlus Sky UK
In m
illio
n U
SD
Total Pay-TV revenues Cost of content programming
REGIONAL INITIATIVES
SVOD SERVICES SUBSCRIBERS BY ORIGIN Worldwide - 2019
0
1000
2000
3000
4000
5000
6000
Latin America Europe Asia-Pacific
In m
illio
n U
SD
Netflix revenues Native regional service revenues
Source : Dataxis Source : Dataxis
SVOD SERVICES REVENUES BY ORIGIN Worldwide - 2019
0
10
20
30
40
50
60
Latin America Europe Asia-Pacific
In m
illio
n
Netflix susbcriber base Native regional service subscriber base
Other SVOD services subscribers
NATIONAL INITIATIVES – SVOD PARTNERSHIPS
SVOD
SVOD
Hbb TV & OTT
AVOD & SVOD
LIVE TV
Domestic
International
Domestic
Domestic
Fall 2020
Domestic launch
November 19
International launch
March 17
Hbb TV launch
June 18
OTT launch
Tbc 2020
7TV launch
October 17
JOYN launch
June 19
Platform LaunchActors ScopeService
CONCLUSION
D2C STRATEGIES SYNTHESISMain assets by type of actor
MAJOR
PURE-PLAYERS
E-COMMERCE & TECH GIANTS
MAJOR STUDIOS
Subscriber base growth
Building a global ecosystem
Maximize asset value
Long tail
TYPOLOGY GROUP STRATEGY CHALLENGESGROWTH STRATEGY
Mass content exportation
Develop partnerships
Intensify partnerships
Growing local content
investments
Intensify partnerships
Growing local content
investments
Market share abroad
Profitability
Content value
Technical investments
Maintain market share
Technical investments
CHALLENGER
PURE-PLAYERSSubscriber base growth
D2C & TV networks
integration
Domestic Consolidation
Content value
Revenue generation
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