Embed Size (px)
Citation preview
5 TV INDUSTRYMYTHS…BUSTED
Hendrik Haandrikman
MYTH #1CORD CUTTING IS RAMPANT
THE MAJORITY OF CORDLESS CONSUMERS ARE ACTUALLY
CORD-NEVERS1
THE MAJORITY OF CORDLESS CONSUMERS ARE ACTUALLY
CORD-NEVERS1
1 Consumers that never had a cable, satellite or fiber optic TV service
CORD-NEVERS HAVE MULTIPLE REASONS FOR NEVER HAVING A CORD
CORD-NEVERS ARE MOSTLY MILLENIALS, WHO ARE
UNLIKELY TO EVER SWITCH TO A CORD
AS THIS PART OF THE POPULATION MATURES, THE PERCENTAGE OF CORDLESS CONSUMERS WILL RISE. NOT BECAUSE THEY’RE CUTTING THE CORD. BUT
BECAUSE THEY NEVER HAD ONE IN THE FIRST PLACE.
MYTH #2DIGITAL ADS ARE KILLING TV ADVERTISING
YOU’VE PROBABLY SEEN THIS GRAPH:
YOU’VE PROBABLY SEEN THIS GRAPH:
IT’S TRUE.
IT’S TRUE.
DIGITAL ADS WILL MAKE UP A BIGGER SHARE OF TOTAL AD SPEND.
IT’S TRUE.
DIGITAL ADS WILL MAKE UP A BIGGER SHARE OF TOTAL AD SPEND.
BUT AT THE SAME TIME, TV AD SPEND IS INCREASING AS WELL:
IN TIME,DIGITAL- AND TV AD SPEND WILL CONVERGE.
TARGETED TV ADS THROUGH IPTV, OTT AND OTHER DIGITAL FORMATS WILL GIVE THE TV ADVERTISEMENT SPACE A HUGE BOOST. TELEVISION IS STILL A UNIQUELY ENGAGING MEDIUM AND TV ADS ARE HERE TO STAY. FOR NOW.
MYTH #3CONTENT IS KING
IT WOULD TAKE YOU MORE THAN 10 YEARS NON-STOP WATCHING TO GO THROUGH ALL VIDEO CONTENT ON HULU.
DOING THE SAME ON NETFLIX
WOULD TAKE EVEN LONGER.
THERE’S MORE ORIGINAL TV CONTENT RELEASED EVERY YEAR
BUT YOUR DAY STILL HAS ONLY
24 HOURS
THE WAY TO DIFFERENTIATE YOUR VIDEO SERVICE
ISN’T MORE CONTENT
SURFACE THE RIGHT CONTENT, FOR THE RIGHT PERSON, AT THE RIGHT TIME AND YOUR CATALOGUE COULD BE (MUCH) SMALLER AND STILL BE (MUCH) MORE EFFECTIVE THAN THE COMPETITION.
THE ANSWER IS CONTENT RECOMMENDATION
THE ANSWER IS CONTENT RECOMMENDATION,PRESENTATION
THE ANSWER IS CONTENT RECOMMENDATION,PRESENTATION,USER INTERFACE
THE ANSWER IS CONTENT RECOMMENDATION,PRESENTATION,USER INTERFACE AND SEARCH.
DON’T JUMP ON THE “ORIGINAL CONTENT” BANDWAGON
BUT THINK ABOUT UNLOCKING THE UNTAPPED POTENTIAL OF YOUR EXISTING CONTENT LIBRARY, INCLUDING LINEAR TV
MYTH #4YOU NEED TO ADOPT 4K AND HDR
ACTUALLY, YOU DO NEED TO SUPPORT 4K AND HDR…
ACTUALLY, YOU DO NEED TO SUPPORT 4K AND HDR…
BUT WHAT THEN?
8K?
VIRTUAL REALITY?
HOLOGRAMS?
THE FUTURE FORMATS OF TV AND VIDEO ARE UNCERTAIN
ALL YOU CAN DO, IS
ADOPT A FORMAT-AGNOSTIC VIEW OF THE FUTURE
GO IPTV
GO IPTVGO CLOUD
GO IPTVGO CLOUDGO SCALABLE
GO IPTVGO CLOUDGO SCALABLEGO ADAPTABLE
DON’T BUILD YOUR VIDEO DELIVERY PIPELINE FOR ONE SPECIFIC FORMAT
DON’T BUILD YOUR VIDEO DELIVERY PIPELINE FOR ONE SPECIFIC FORMAT
BUILD IT TO SUPPORT FORMATS YOU CAN’T EVEN IMAGINE YET
MYTH #5VIDEO ISN’T A REVENU DRIVER
“MULTISCREEN ISN’T ABOUT MAKING MONEY YET.”
“MULTISCREEN ISN’T ABOUT MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T NEED TO GENERATE REVENUE.”
“MULTISCREEN ISN’T ABOUT MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI DOESN’T MATTER.”
“MULTISCREEN ISN’T ABOUT MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.”
RETENTION“OUR OTT EXTENSION DOESN’T NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.”
RETENTIONRETENTION“WE NEED PLAYBACK-TV. THE ROI DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.”
RETENTIONRETENTIONRETENTION“MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.”
RETENTIONRETENTIONRETENTIONRETENTION
IN A CUT-THROAT TV BUSINESS,
THE STICKINESS OF YOUR SERVICE IS KEY TO MONETIZATION
OVER 75% OF CABLE- AND TELCO SUBSCRIBERS POINT TO QUALITY OF TV AND VIDEO SERVICES AS A MAJOR FACTOR IN THEIR DECISSION TO STICK WITH A SUBSCRIPTION
A QUALITY VIDEO SERVICES
CAN BE MONETIZED DIRECTLY
AND WILL ALWAYS INCREASE RETENTION FOR YOUR TELCO OR CABLE SERVICE.
HIGHER RETENTION=HIGHER LTV=MORE REVENU FOR YOU
ABOUT DIVITEL
TV AND VIDEO DELIVERYTECHNOLOGY,SERVICES ANDCONSULTANCY
WWW.DIVITEL.COM
ABOUTHENDRIK HAANDRIKMAN
Growth marketeer,Technology Strategistand Data geek @Divitel [email protected]
