complextv

6/15/2017Cannes,Francehttp://www.
miptv.
comhttp://mipcom.
comTVViewing:TheNewDynamicGuyBisson,ResearchDirectorAmpereAnalysiswww.
ampereanalysis.
comImage:Victoria.
ITVStudiosTVviewingtrendsTruth,mythandspeculationTVviewingischanging.
Noonewouldarguewiththat.
Theproliferationofdevicescapableofscreeningvideo;theexplosionofnon-linearviewingplatformsandservices;andtheentranceofcompletelynewcompetitionforviewingtimeandattentionintheformofonlineandsocialmediaplatformsmeansthattoday'sTVviewerisbombardedwithoptions.
ChangestoviewingbehaviourandservicechoiceimpacteveryaspectoftheTVindustryfromthesubscriptionandadvertisingmodelsusedtofundtelevision,totheeconomicsofprogrammeproduction.
That'swhyunderstandingthesechanges,siftingthetruthfromthehype,andpredictingwhereviewingwillbeinafewyearstimeareabsolutelyessential.
It'seasytogetlostinthehyperboleandhysteriaofmediareportsthattalkofthedeathoflinearTV;thedesertionofbroadcastbyyoungerviewersandthedominanceofnewSVoDentrantssettinganewexpectationintermsofcostandadvertising.
Thatmakesaproperunderstandingofwhatthechangesare,whattheymean,andwhichonesareimportantmattersmorethanever.
ThisreporttakesalookattherealityofthechangingdynamicsofTVviewing,fromtheimpactofdevices,throughnon-linearplatformsandtechnologytotheemergenceofnewdevice-drivenprimetimes.
UsingdatafromAmpereConsumer,atwice-yearlysurveyof26,000consumers,andeconomicanalysisofTVfundingmodelsandincome,itattemptstodelineatethepositivesandnegativesofTVviewingchangesandsuggestwherestrategistsneedtobelookingtofuture-prooftheirbusiness.
Thereportalsocontainsinterviewswithseniorexecutivesinvolvedintheday-to-daymonitoringofTVviewingtrendsandaskstheirviewsontheimpactofTV'sevolutionontheirbusinesses.
TranscriptsofinterviewswithexpertsfromUKcommercialchannelandstudioITV,USbroadcastnetworkNBC,regionalSVoDproviderVoyoandstreamingdeviceplatformRoku,addgenuineinsighttotherawdata.
Solet'stakealookatthetruthaboutTVviewing.
TheclassicchickenandeggquestionWhyaskingifdevicesdrivechangemattersThechangingdynamicsofTVviewingrepresentaclassic'chickenandegg'conundrum.
Ifdevicesarethechickenandcontenttheegg,thenunderstandingwhichcomesfirstiskey.
WhyTakethisquestionraisedbyNBC'sJeffBader:WilltheriseofVirtualMultichannelVideoProgrammeDistributors(vMVPDs)bringthe'lostyouth'viewerbacktobroadcastTVInotherwords,areyoungerpeoplewatchinglessbroadcastTVbecause,hitherto,theyhavenothadaccesstobroadcastchannelsontheirfavoureddevices,andwillthelaunchofstreamsofthebroadcastnetworksonvMVPDsmeantheywillnowreturntobroadcastcontentTheanswerliesinthechickenandeggquestion.
Ifdevicesarethemaindriverofviewingchange,thentheanswershouldbeyes.
Ifcontentandviewingdynamicsandexpectationarethereason,thentheymaywellnot.
Thoseaged18-35over-indexnoticeablyfortablet,smartphoneandlaptopownershipand,verysignificantly,forfutureviewing/navigationtechlikeOver-The-Top(OTT)streamers,VRheadsetsandvoicecontrolhardware.
Certainlythedeviceenvironmentinthehomeisset-upfornextgenerationviewingofthoseunder45.
Butseveralquestionsremain:whatistherelationshipbetweendeviceenvironmentandviewingbehaviour;Isthereadirectrelationshipbetweendeviceviewingandaviewer'sconsumptionoflinearTVandscheduledTVchannelsIfthereisarelationship,willthisbehaviourbecarriedforwardintolaterlifeDatapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
DeviceimpactHometechinfluenceonviewingClearlythereisastrongdemographicrelationshiptoviewingbehaviour,withtheyoungestagesegmentswatchingtheleasttraditionalTV(includingscheduledTVchannels,DVRrecordingsandTVcatch-up)andtheoldestwatchingthemost.
What'sinterestingisthattheredoesappeartobearelationshipbetweendeviceuptakeandviewer-relationshiptoscheduledTV.
Thehighertheuptakeofnon-linearviewingdevicesinagivencountry,thelowertheviewingtimespentonscheduledTV.
Whilethisdoesn'thelpussolvethe'whichcomesfirst'question,itdoesindicatethattheprovisionoflinearchannelstreamsonplatformsthattargetthesedevicescouldwellbepositiveforthebroadcastchannelandcontentbusiness,assomeexecutivesaresurmising.
Thereareseveralotherindicatorsthatsuggestthatembracing,ratherthanfighting,broadcastviewingchangesarepositiveforthechannelbusinessoverall.
Sothestrategyhighlightedbyintervieweesofensuringchannelavailabilityoneveryplatformsandeverydeviceseemskey.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
TheSVoDswitchAgegroupingsshowmirror-imagebehaviourWhatisverystark,however,isthepolarityofviewingbehavioursbetweentheagegroups.
PlotscheduledTVchannelviewingthroughouttheday,anditformsaperfectage-ladderfromyoungesttooldestwithapeakforviewersintheir50s.
Bycontrast,plotSVoDviewingorfreeonlineviewingandtheladderflipsinaperfectmirror-imagerelationshipwithviewingtimeincreasingasagedecreases.
What'sinterestingisthatthewayinwhichscheduledTVisusedisverydifferentthroughouttheday(notescalesongraphsaredifferent).
Scheduledchannelviewinghasaverypreciseeveningpeakwhichbeginsbetween5pmand8pmandpeaksbetween8pmandmidnight.
Bycontrast,SVoDviewinghasamuchwiderrumpofviewing,beginningtoacceleraterapidlyfrom2pmonwards.
AndwhiletheSVoD'primetime'alignswithbroadcast's,itsoveralleffectistospreadviewingmorewidelyacrosstheday.
Similarpatternscanbeseeninthedevicebehavioursassociatedwiththisviewing,particularlycatch-uponTVchannels,whichhasamajorpeakatlunchtime.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
DevicedrivenprimetimesBreakfastandlunchtimenowhavedevicepeaksThiscombinationofinfluencedrivenbyviewingplatformanddeviceopportunityhasledtotheemergenceofdevice-specificprimetimes.
Let'sbeclear,themainTVsetremainsthekeydeviceforallviewingandparticularlyeveningviewing,butotherdeviceshavetheirownmini-primetimeswhichareworthconsideringinacontentstrategy.
Notethatoverallminutesviewedondeviceslikesmartphonesandtabletsaremuchlowerthanonlargerscreens,butthetrendsarenonethelessclear.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
Thegraphshowstotalviewingonthenameddevice.
Thepeaksandtroughssumto100%ofviewingonthatdevice,sothatagivenlinebeinghigherthananotherdoesnotmeantotalminutesviewedisgreater,onlythatthepeaksofviewingforthedevicearedifferent.
Thelinesrefertovideoviewing,nottootherusesforthedevices.
Whatisclearisthatspecificdevicesaredevelopingverynoticeablebehaviours.
Thetablethasanoticeablepeakatbreakfastthendeclinesuntiltheevening…perhapstabletvideotakingtheplaceofthetraditionalmorningpaperThesmartphoneascendsrapidlythroughoutthemorning,havingitsownpersonal'primetime'atlunchtime.
Thenthroughouttheafternoon,mainTVsetsandOTTstreamersascendtowardsthestandardTVprimetimeeveningslot,withthenotablepointthatallnon-TVdevicesextendtheirviewingalittlelaterintothenight.
ContinuingbehaviourDatasuggestsbehaviourmayaccelerateOneofthekeyquestionsfacingTVaudienceresearchhasbeen:towhatextentisbehaviourexhibitedbytheyoung,carriedforwardintoadulthoodIfyoulookattheaverageviewingbehaviourandcompareittohomeswithyoungkidswheretheinfluenceofachildisalreadyimpactingviewing,themostnotableshiftsarethefar-greateruseoffreeonlinevideoinhomeswithyoungkids;muchmorecatch-upandalittlemoreSVoD.
Inotherwords,thereisanincreasingmovetowardstime-shiftingandnon-linear.
Looknowatthe18-24yearoldcategoryandthetrendisconcerning.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
LinearTVviewingdropsoffconsiderably,freeonlineshootsupandSVoDaccountsfornearlyaquarterofself-reportedviewingtime.
Butit'seasytodrawpotentiallywrongconclusionsfromthispattern,whichseemsonthefaceofittobeanaturalprogressionwithage,becauselookingatthe25-35agecategory(rememberthisgroupstillfallintothecategoryofMillennials),behaviourisagainshiftingbacktoscheduledTVandlinear.
SVoDremainsasignificantpartoftheviewingdayforthisagegroup,butfreeonlinevideodropsawaynoticeably;catch-upandDVRusagestabilisesandaportionofon-demandviewingshiftstotraditionalpayTVoperators.
So,whiletheanswerisn't100%clear-cut,itdoesseemthat,whilecertainbehavioursaroundnon-linearengagementpersist,theyareattenuatedandalteredwithage…evenforMillennials.
Theotherkeydevelopingtrendinviewingenvironmentistheservicemixinthehome.
Thinkbackjustafewyearsandthein-homeTVprovisionwaseitherfreeTVorfreeTVwithpayTV.
Therewasn'treallyanyothercombination.
Today,withSVoD,consumersarelayeringmultipleservices,oftenhavingfreeandpayTVandmultipleadditionalSVoDadd-ons.
Further,thereisagrowingminorityofhomesthatuseSVoDcombinationsastheirmainformofTV.
Then,ofcourse,thereisthegrowingprominenceofonlinenativeplatforms.
TheimpactofservicelayeringisgenerallypositiveforTVviewingandcontentoverall.
AddingpayTVtoahomeresultsinasignificantincreaseindailyviewingtime.
AddingSVoD(oftenaswellaspayTV)seesafurtherstep-up.
What'sinterestingistheimpactofproviderchoiceonviewingtime.
UsingtheUSmarketasacase-studyshowsthatDirecTVandComcasthomesviewmorethanNetflixandAmazonhomesandHulusitsrightbetween.
Herebreadthofcontentofferislikelythemaindriver,althoughit'simportanttonotethattheDirecTV,ComcastadHuluhomesmaywellalsohaveanSVoDservice;themajorityofUSpayTVhomesnowhaveanSVoDserviceaswell.
LayeringadditionalservicesincreasesviewingSVoDgrowsviewing,butpayTVisbiggestboostEmbracingOver-the-TopkeyBroadcastersboostedbyonlineservicesSo,muchofthedatasofarpointstopotentiallypositiveimpactonviewingoverallofthecombinedimpactofdevice/platformandtechnologyenvironment.
Strategiesthatembracechange—whileensuringthatbrandisprotected—thuslooktobethebestoptionforlinearandscheduledchannelsandbroadcastgroups.
LookingatmajornationalbroadcastnetworksintheUKandUSA,thereisaveryclearimpactofanassociatedcatch-upOTTservice.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
UsingNetPromoterScore(NPS)asameasure—anindicationofconsumersatisfactionwithaserviceandbrand—showsthatwhereviewersalsomakeuseofabroadcaster'scatch-upOTTservice,theiropinionofthebrandimprovesineverysinglecase.
EmbracingOTTispositiveoverallforlinearbroadcastersandtheirbrand.
TheeffectisparticularlynoticeableamongUSbroadcastgroups.
BroadcastersareincreasinglyembracingOTTasameanstotaketheircontentofferbeyondcatch-upwiththeemergenceofatrendfor'augmentedcatch-up'wherestrategiesincludeofferingcontentnotbroadcastonthemainchannelswithintheOTTserviceandofexperimentingwithwindowingandbox-setavailability.
ContentandviewingFansofdifferentcontenttypeswatchdifferentlyWe'velookedatthecomplexinteractionofdevice/technologyandplatformaswellasthemulti-layeringofservicesinthehome.
ButwhatimpactdoescontentpreferencehaveAnotherfacetoftheevolvingviewinglandscapeandflexibilityistheabilitytofocus-inmoreroutinelyonspecifictypesofcontent.
Thechartsbelowanalyzesub-groupswhoidentifiedeithersportordramaorreality/lifestyleastheirfavouritegenreofTVprogramming.
Thedifferencesarestark.
Sportfansarethemostconventional,favouringscheduledTVchannelsandabitofDVR(notsurprisinggiventhelivenatureoftheirfavouritecontent).
Dramaloversalsotrendtowardstraditionalviewingoutlets;doubtlessafactorofthelongengagementtimesinvolvedindramaviewing.
TheyhaveastrongskewforDVRusage(theoriginalbingedevice),butinterestinglyareaverageforSVoDviewing.
Themostdynamicfansarethosewhofavourrealityandlifestylecontent.
Theyskewheavilyforwatchingfreeonlinecontent,catch-upandpayTVon-demandandfavourmobiledevicesforviewing.
Datapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
It'simpossibletotalkaboutviewingtrendstodayandignorethephenomenonofbingeviewing.
Onaverage,justoverhalfofallhomesinthetenmarketssurveyedbelow,bingeviewregularly.
TheUShasthehighestrateofbingeviewingat69%,followedbyFrance(surprisinggivenrelativelylowSVoDuptake,butlikelyshowingtheimportanceofDVRandcatch-uptobingeinginthatcountry).
Thecharacteristicsofbingeviewersoffersomeinterestinginsights.
Notsurprisinglytheyskewyounger,being22%morelikelytobeunder35.
Theyskewtowardshavingyoungkids(possibleasub-factoroftheageskew),butmostsurprisingisthattheyskewtowealthierhouseholds,being6%morelikelytoearnover$50,000.
Hereagain,wehavetheinterplayofdevice,accessandviewingwiththeslightlywealthierhomeshavinggreateraccesstotechnologyandadditionalplatformslikeSVoD.
BingeviewingAdifferentbusinessmodelDatapresentedinthisreportisbasedonself-reportedviewingtimeandshouldbeconsideredindicativeoftrendsratherthanato-the-minuteaccuratemeasureoftotalviewingtime.
InsightfromtheinterviewsNBC,ITV,RokuandVoyooffertheirviewsTheintervieweesgenerallyagreedonthedirectionandimpactofviewingbehaviourchangesonthewiderbusinessandoncontentandmanyoftheinsightsofferedalignwellwiththedatajustanalysed.
Fulltranscriptsfollow.
Keyfindingsinclude:Viewerengagementandnavigationischanging.
Butthishasactuallyledtoafragmentationofin-homeenvironmentsanddiscoverybehaviours:everyhomehasa'differentstrategyforfindingwhattheywanttowatch'.
Whereandonwhatdevicepeoplechoosetowatchisnowalso'casebycase'.
ThereisastrongdemographicsplitbetweenbroadcastTVandotherformsofdigitalviewing.
Butinthedigitalenvironment,therearenoticeableshiftsthatappeartobereversingthistrend.
ContentthatskewstoanoldaudienceinbroadcastcandevelopamuchyoungeraudienceskewinthedigitalandOTTenvironment.
Availabilityofbroadcastcontentandchannelsonstreamingplatformsdoesseemtobehavinganimpactinbringingbackyoungerviewerstothe'traditional'channelsandtheircontent.
Thisishavingaknock-oneffectonadvertising,withad-supportedstreamingcontentviewershipgrowingmorerapidlythananyothersegment.
TheincreasingavailabilityoflinearandbroadcastfeedsonvMVPDsislikelytoaccentuatethis.
ThereisanewexcitementaboutTVamongviewersbecauseofthepowerthatnewdevicesandplatformchoiceshaveprovided.
TheTVconversationisnowcentraltosocialinteractionandactsasakeyrecommendationanddiscoveryengine.
Bingeviewingismakingmorenoisethandirecteconomicimpact.
Asaproportionofallcontentconsumed,itremainsasmallsegmentofbehaviour.
Monetisingbingeviewingisaspecificbusiness,butbroadcastersareexperimentingwithwindowsandstacking.
Scriptedcontenthasdevelopedanincrediblylongviewingcyclethankstocatch-up,originalcontentinvestmentisincreasingacrossalloutlets.
Repeatshavefarlessimportancetobroadcastthanafewyearsago.
Theavailabilityofcontentonmultipleplatformsmeanviewersexpectmorenewcontentandmoreoriginalsfromtheirmainlinearchannels.
TheUSBroadcastNetworkJeffBader,President,ProgramPlanning,StrategyandResearch,NBCEntertainmentTheUSbroadcastnetworkNBCNBCEntertainmentdevelopsandschedulesthenetwork'sprimetime,late-night,anddaytimeentertainmentprogramming.
NBC'sprogrammeshaveearnedthenetworkcriticalacclaim,numerousawardsandratingssuccess,includingmostrecentlywinningthetraditionalSeptember-to-Mayseasoninprimetime'skeydemo,markingthenetwork'sthirdwininfouryears.
NBC'skeyscripted,alternativeandlatenightcontentincludethe#1newseriesand#1broadcastdrama,"ThisIsUs,"#1newsummerseries"WorldofDance,""TheVoice,""America'sGotTalent,""SaturdayNightLive,"the"Chicago"dramas,"TheBlacklist,""ShadesofBlue,""Superstore"and"TheGoodPlace.
"NBCEntertainmentisapartofNBCUniversal,whichownsandoperatesaportfolioofnewsandentertainmenttelevisionnetworks,apremiermotionpicturecompany,significanttelevisionproductionoperations,aleadingtelevisionstationsgroup,world-renownedthemeparksandasuiteofleadinginternet-basedbusinesses.
NBCUniversalisasubsidiaryofComcastCorporation.
Images:ThisisUS;Superstore,NBCEntertainmentWe'reseeinganincrediblylongtailforscriptedOn-demandviewerswatchmore,overalongerperiodCuttingthroughthehype,howwouldyousummarisethekeychangesinthewayconsumersarewatchingandengagingwithTVThewholeecosystemischangingandwherepeoplearechoosingtowatchtheirvideoiscase-by-casenow.
Youareseeingtheyoungeraudiencewatchingtheirvideogameconsoles,andInternetconnectedboxesarereallystartingtopickup.
Sowe'rejustseeingpeopleaccessingprogrammingeverywhereandthereisademographicdivide.
Wecanseeratingsbydevicenow;wecantrackwherepeoplearewatchingdigitally;weknowpeople'sbehavior:iftheyarewatchinglive…iftheyarewatchingon-demandtheyaregoingtowatchmoreepisodesoveralongerperiodthaniftheyarewatchingtraditionallive.
Alsotherearedifferencesforabroadcastnetwork,manyofthechangesinbehaviorrelatetoscriptedentertainment,nottothewiderprogrammingthatthenetworksarescheduling.
SoforthatwiderprogrammingisthereaskewtowardsliveviewingstillAsanetworkweschedule14hoursadayacrossouraffiliatesandoverthecourseofayearweare80-90%originaland50%livesomuchoftheviewingisclosetowhereweair.
Asopposedtotheentertainmentprogrammingwhereifyoubreakthatoutthereisahugetailover35days,100days,200daysandweareseeinganincrediblylongtailnowforscriptedprogramming.
Doesthisplacetheadvertisingmodelunderthreatandwhatcanbroadcastersdotomitigatead-spendmigrationWe'renotasinglestreambusinessnowandwearenotjustmakingmoneyfromthecommercialratings.
That'sstillthelargestpartofourrevenue,butnowwemonetizeindifferentwaysondifferentplatforms…whetherthat'ssubfeesoraportionofsubfees.
NowwiththenewVirtualMultichannelVideoProgrammingDistributors(VMVPDs)wecangettheretrans(fees)forthataswell.
Sowearemonetizingourviewershipnotjustthroughcommercials.
PrimetimeisstillrelevantButtheruleshavechangeddramaticallyHowdoesthechangingdeviceusageforviewingTVcontentimpacttheconceptofprimetime…forexample,istherenowamobile-screenprimetimeaswellasamain-screenprimetime.
IstheconceptofprimetimestillrelevantPrimetimeisstillrelevantforusbecause,asanetworkwedon'tbroadcast,wehave240affiliatesthatbroadcastandtheyprimarilysellliveorsameday,soprimetimeisveryimportanttothem.
Wejustwentthroughourwholeupfrontprocess,devotedtotheprimetimeschedulewiththeunderstandingthatthat'sjustaportionofourbusiness,butit'sanimportantportion.
ForpeoplethatwatchregularlinearTV,that'swhatprimetimeisabout.
Foralotofpeople,theydon'twatch'primetime',theywatchshows,andweacknowledgethat.
What'stheknock-oneffectoncontentthetypeofprogrammingthatisscheduledthroughoutthedayAsoftoday,forabroadcastnetwork,thebulkofourrevenuestilldoescomefromprimetimerevenue.
Obviouslyit'ssomethingthatwepayattentionto.
Theruleshavechangeddramaticallyforhowyoudeterminewhatthatprimetimeschedulewillconsistof.
Therearecertainaxiomsthatstillholdtrue:programmeflowmatters.
Butwe'reawareofthat…olderviewerswatchmoreoftheschedulethanyoungerviewers.
TheaverageaudienceforliveTVisintheir50s.
TheaverageaudienceforOver-the-Top(OTT)isintheir30s.
Weknowthat.
Wearealreadybeginningtoseeshowsrenewedforprimetimethatinthepast,basedonratings,youmightsay'whyisthatshowcomingback'andyoucansurmisebecauseitsmakingmoneysomewhereelse.
Sointheholisticviewofourbusiness,itmakessensetokeepthatshowininprimetimeaswell.
Haveyounoticedthatthetypesofcontentorthegenresofcontentthatdriveviewingarechanging,andisthereacontentpreferencesegmentationemergingbetweendifferentagegroupsWeareseeingchanges,butitsnotalwayswhatyouwouldexpect.
Forexample,LawandOrderSpecialVictimsUnit(SVU)skewsolderinthebroadcastrealmwithanaverageviewerageof50inprimetime,butsurprisinglyhasayoungeraverageageondigitalthanforThisisUs,whichsurprisedme.
SotheaverageageofLawandOrderSVUis30whenyouincludeOTT,whichisyoung.
Continued…Weencouragecatch-upWearereallyatacrossroadsrightnow…Youhaveadifferentaudiencebydevice,butwearestilllearningthatashowthatwouldbenarrowintheolddaysofbroadcast,wouldn'tbenarrowonOTTaswell.
Wearenowturningthecornerwiththeyoungerpeoplewhogrewupwithit(digitalandonline),theywatchontheirdevices,theiriPadsandtheyknowtheyhaveaccesstoalltheshowsthatareairinganditwillbeinterestingtoseewhathappenswiththeseVirtualMVPDsthatarecomingout.
NowtheywillbeabletowatchliveTVontheirdevicesaswell…sowillweseeabroadeningoutofaudienceonsomeoftheseshowsthatwerereallyonlyonbroadcast.
Wearereallyatacrossroadsrightnow.
WhatimpactisbingeviewinghavingontheeconomicsofprogrammemakingandofadvertisingMonetisingbingeviewingisadifferentbusiness.
Westilltalkaboutitasawayforpeopletocatchup,sotheydiscoverprogrammingandtheycomebacktotheliveorDVR/VODthatweareairing.
Butwearetryingtoencouragepeopletobingeview,weencouragethemtogoandcatch-upthenwemonetizethemdigitally.
Whethertheywatchover12weeksor12days,it'sstillthesamenumberof(advertising)impressions.
Withthemigrationtowardsnon-linearviewing,howdoestheconceptof'achannel'or'anetwork'needtoevolveAlotoftimeisspentdiscussingbrandandwhatitmeanstowatchontheNBCnetwork.
SoifyouwatchitonNBCitisimportanttoairitinyourownenvironment,butweknowthatisnotgoingtobethecaseinthefuture.
SoinsomecaseswewillbeabletopushtheNBCbrandalongwiththeshowandinsomecasespeoplewillbewatchingashowthatNetflixisshowing.
Isthereashiftamongplatformoperatorstore-focusfromchannelbrandtotheshowbrandWearetryingtofindthebalance(inbranding).
WewouldlovetohaveourshowswhereevertheyareairingtohavesomesortofindicationthattheyareanNBCshow,becausewedohaveastudiothatproducesshowsforthenetwork,butitwouldbeniceifpeoplewereawarethatthisshowiscomingfromourcompany.
Somepeoplearecontinuingtopushtheirapps,weareallgettingbehindtheseriousaggregatorsofnetworkswhereweareallowedtoliveinourownbrandedenvironment,hopefullythatwillbethemajorityofwherepeoplewilldiscoverourshows.
IncreasingthenumberoforiginalprogrammesRepeatsisnotwhatpeoplecometobroadcastforWhat'syourviewonthecurrentdriveforhigh-budgetscripteddrama,opinionsonwhetherthisisabubbleabouttoburstseemmixedTherearesomanyshowsouttherethatbutit'sstillourbreadandbutter.
Wearenotcuttingback,weareincreasingthenumberoforiginalprogrammes.
Ourprimetimeschedulehasgonefrom55%originaltenyearsagotoover80%originalnow.
Peopledon'tcometoustowatchrepeats.
IstheincreaseinoriginalsadirectresponsetoNetflixNo,itusedtobetheonlyplaceyoucouldwatchtheshowswasontheoutletthatwasprovidingthemsoifyouwantedtowatchanNBCshowyouhadtowatchitonthenetwork.
Nowtherepeatsareavailableeverywhere,youcanwatchthemonHuluorotherplatforms.
So,westillairsomerepeatsbutweknowthat(repeats)arenotwhatpeoplecometothebroadcastnetworkfor.
WhatcanbroadcastersandnetworksdoaroundcontentandancillaryservicestoattractandretainGenZviewers(youngviewersjustenteringtheirteens)It'sjusttryingtomakesurethatweareoneverynewplatformasitevolves.
ButthenewVirtualMVPDswillcreateachangebecauseitwillbeanopportunityforyoungpeopletowatchliveprogrammingontheirdevices,whichtheyhaven'tbeenabletodountilnow.
We'vecomethroughaperiodwherewithbroadcastprogrammingwehaven'treallyhadanopportunitytoreach(thoseviewingondevices)butnowwewillbeabletoreachthem.
TheStreamingPlatformSteveShannon,GMContentandServicesRokuThestreamingplatformRokuRokuisanonlineTVstreamingplatformwithadevice-drivenstrategythroughitsRokuPlayers,StreamingSticksandRokuTVsallpoweredbyaproprietaryoperatingsystem(RokuOS).
ContentownerscanlaunchbrandedstreamingchannelsontheRokuplatform.
RevenuecomesfromsellingRokustreamingplayersinretail,throughlicensingarrangementswithTVOEMsandpayTVoperators,andfromcontentconsumption,promotionandadvertisingsalesontheplatform.
Thecompanyisdrivenbyabeliefthatalltelevisionwillbestreamed,andthatallTVsandset-top-boxeswillbepoweredbysoftware-basedoperatingsystemsthatprovideadramaticallybetteruserexperiencethanhasexistedhistoricallyfortheTV.
StreamingallowsfanstotuneintowhattheyloveEachTVshowisalmostabrandofitsownHowmuchofthechangeinbehaviourisdrivenbycontentWhileIbelievethatmostofthechangeinbehaviorisdrivenbythefactthatconsumersnowhavefullchoiceandcontroloverwhattheywatch,contentcertainlyhasanimpacttoo.
InwhatsomecallthegoldenageoftelevisionthereismoreTVcontentavailabletoconsumerswhichalsoallowsforgreatervariety.
What'syourviewontheimpactofOTTandSVoDserviceslikeNetflixonthetypeofcontentthatisbeingproducedandwheredoyouthinkthecontentbusinessisheadingWithondemandservicesthe'networkeffect',wheretop-tiershowsattracttheaudienceandthentheystaytowatchlowertierprogramming,isalotsmaller.
Asaresult,eachTVshowisalmostabrandofitsownandhastoengageandretainitsownaudience.
Thiscertainlyhasanimpactontheoverallqualityofthecontentandthecompetitionamongcreators.
OneoftheconsequencesofOTTistheproliferationofnichecontentservicesleadingtobothcontentandaudiencefragmentation.
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whatdoyouthinkthelong-termtrendswillbewithregardtofragmentation.
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doweneedtolookatre-aggregationConsumerswholovehorrormoviesorareavidcricketfansdidn'thaveagreatexperiencewithastandardlinearTVpackage.
Streamingallowsthesepocketsoffansandenthusiaststotuneintowhattheylove.
Idon'tbelievethatthereisaneedforaggregationaslongasdiscoveryofcontentiseasyenoughfortheconsumer.
ForcontentownerswhomaybethinkingofgoingdirecttoconsumerthroughaplatformlikeROKU,whatthingsshouldtheybeconsideringWebelievethatofferingpublishersacomprehensiveTVplatformiskeywithallthetoolstheyneedtobesuccessful,fromdevelopmenttomeasurementandmonetization.
PublishersontheRokuplatformcanopttobuildtheirowncustomchannel,butcanalsolaunchachannelinamatterofhoursontheRokuplatformthroughatool,calledDirectPublisherthatsimplyusesafeed.
Wealsoofferbilling,analytics,audiencedevelopmentandhaveaveryadvancedadvertisingplatform.
LinearTVismakingacomebackDatahasamassiveimpactonTVadvertisingWhatuniqueinsightshaveyougainedfromthedatathatisnowavailablefromdeviceslikeROKUonthewaypeoplearewatchingTVThereareseveraltrendsthatweareseeing:LinearandliveTVismakingacomebackontheRokuplatform.
WithmorevMVPDservicesandTVEverywherechannelsavailablethepercentageoflive/linearTVviewingisincreasing.
Ad-supported(free)contentisgrowingrapidly,andisthefastestgrowingcategoryonourplatformcurrently.
OTTviewingisinverselycorrelatedwithtraditionalTVseasonality.
HowimportantisbigdatatotheevolutionoftheROKUofferandservice,includingthecontentofferTVusedtobeaone-waystreet–nowpublisherscantrackandofferbetterrecommendations.
DataalsohasamassiveimpactonTVadvertising.
Bymarryingthemeasuringandtargetingcapabilitiesofdigitalplatformstothepowerfulbigscreeninthelivingroomadvertiserscanbettertargettheiradstospecificaudiences.
What'syourviewonthefutureoftraditionalcableandsatellitepayTVplatforms.
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aretheyunderthreatand,ifso,whatdotheyneedtobedoingtosurviveThroughtheRokuPoweredlicensingprogram,operatorscanlicenseourhardwareandstreamingplatformtodelivertheirstreamingservicetotheircustomers.
Twoofourcustomers,SkyandTelstra,aregreatexamplesofhowpayTVcompaniescanthrivebyembracingstreaming.
SatelliteoperatorSkyextendeditsmarketreachbylaunchingtheNOWTVstreamingservice,90%ofNOWTVcustomersneverconsideredaSkyservice.
TelstrahasbeenabletolaunchavideoservicetoitscustomerswiththeRokuPoweredTelstraTVbox,andgained#1marketshareinmerelyayearinAustraliaagainstChromecastandApple.
PaceofstreamingtransitionpickingupquicklyAverageRokuaccountstreams80+hoursamonthWheredoestheconceptof'achannel'fitintothenewworldorderOntheRokuplatformyoucanstillfind'channels'anditactuallyisverysimilartothelinearbroadcastmodel.
Eachchannelonourplatformisanaggregatorofcontent,ofteninaspecificgenrewithitsownspecificaudience.
CanthecurrenteconomicsofthecontentbusinessstanduptothedownwardpressureonaccesspricedrivenbyNetflixandothersTherewillbewinnersandlosersforsureandtheanswertothequestionrangesbyregion.
Cross-platformvideoviewershipwillremainstrongandvideoadrateswillgoupduetodemandforfreecontentandimprovedtargeting.
It'shardtosaywhetherthedeeppocketsofnewdigitalentrantswilloutweighbudgetreductionsrelatingtocord-cutting.
Inyourview,howlongbeforethemajorityofviewingtimewillbespentstreamingThepaceofthestreamingtransitioninpickingupquickly.
TheaverageRokuaccountisstreaming,morethan80hourspermonth.
TheCommercialChannelNeilMortensen,DirectorofAudiencesITVThecommercialchannelITV&ITVStudiosITVistheUK'slargestcommercialbroadcasterwithasuiteofeightUKchannels,includeddedicatedpayTVserviceITVEncore.
Inrecentyearsithasinvestedheavilyinindependentproductioncompaniesbuying23productionentitiessince2006.
OriginalcontenthasalsobeenafocusandithasbuiltcontentarmITVStudiosintoaglobalproductionanddistributionpowerhouse,reducingthegroup'soverallrelianceonadvertisingrevenue.
ITVStudiosmakesover3,500hoursoftelevisioneveryyearanditsdistributiondivisionrepresentsacatalogueof40,000hoursoffilmandTVcontent.
ITV'sAudienceresearchgrouphasalong-runningresearchprojectcalledSixUpthatlooksataudiencebehaviouronaregularbasis.
TheresearchwasrecentlyexpandedbeyondtheUKtolookatviewingchangesinotherpartsofEuropeandtheUSA.
Image:X-Factor,ITVStudiosPeoplearereallyexcitedaboutTVEnsuringwemakebestpossibleprogrammesHowdoesITVinterpretthechangingpowerbalanceinTVviewingandhowcanbroadcastersturnthesechangesintoopportunityWe'veseeneveryfamilytakemorecontroloftheirTVchoicesandtime-shiftingandon-demandservicesplayanincreasinglyimportantpartinthat.
Whatisinterestingishowthatpowershiftisbeingintroduced,whenwefirstwentintopeople'shomestheywererunningwireseverywhereandusingallsortsofwackywaystogettheirfavouriteshows.
Integratedplatformshavechangedthis.
Wenoticedthattherewouldoftenbeanevangelistinthehouse…quiteoftenoneofthekids…givingaccesstonewplatformstotheparents.
Soforus,asabroadcaster,it'sexcitingforus.
PeoplearereallyexcitedaboutTVandexcitedaboutthecontroltheynowhave.
Forusit'saboutensuringthatwemakethebestpossibleprogrammesthatwecanmake,thatpeoplewanttowatch…itsoundssimple,butthat'swhatit'sallabout,andthesecondthingistomakesurewearedistributedonasmanyplatformsandterritoriesaspossible.
.
.
Inyourinternationalresearch,haveyoupickedupanydistinctdifferencesbetweendifferentcountriesinthewaypowerisshiftingTherearefundamentalsthatarethesameforeverymarketplace,justbecauseofhumannatureandtheyhaveallprettymuchgotsimilartypesof(technology).
Sotherearesimilarities.
Therewerealsodifferences.
Thereissomuchbroadcastlegacyecologyineachofthecountries…whetherfreeorpublicservicebroadcasters,thenthereareculturaldifferencesaroundtherhythmsofpeople'sdays,timespeoplegotobedandeatetc.
Sotherearenuancesinallofthemarkets.
TheSwedesweremoreatthefrontofthecurvewhenitcomestotechnologybutwatchlessTVoverall.
TheUKandUSwereprettysimilarandtheSpanishwatchedabitmoreTVthanwethoughttheywould.
Giventhatthereisnowagreaterrangeofviewingoptionsthaneverbefore,howdobroadcastersensuretheyremaintopviewingdestinationsPeoplereallylikethechoiceandtheoptionsaroundviewingthattheygettoday.
Thenuancethatwepickedupinourresearchisthatcontrolfeelsreallygoodwhenyouknowwhatyouwanttowatchanditfeelslikereallyhardworkwhenyoudon'tknowwhatyouwanttowatch…ContinuedTVbrandsstandforsomethingandsimplifythingsTVtechenablespeopletocometogetherinnewways…SoIthinkthatpeoplestillneedachannelbrandoratrustededitor…becauseTVbrandsstandforsomethingandtheysimplifythings.
AndintheUK,withthepublicservicebroadcasters,youcantrustthemandrelyonthemtobringyousomethingnew.
WhatwearelearninginITVHub(ITV'sOTTstreamingservice)ishowtopromotethings,shiftthingsandpersonalisetheoptions.
Sowelookatalltheplatformsweareonandworkatfindingmoresensiblewaysfortheviewerstogettotheirfavouriteshows.
Theotherinterestingthingwe'vefoundisthatbecauseofthedifferenttechnologyset-upsinthehome,notwohomesarealikeanymoreanddifferentfamilieshavedifferentstrategiestofindwhattheywanttowatch.
Bingeviewingwasanothertrendthatcameoutinthatvideo,we'veseenbroadcastersliketheBBCbegintoembraceboxsetsandbingeing,what'syourviewonthisasacontentmodelThere'sahugeamountofpressaboutbingeviewing.
Whenwelookintothedata,wecanseethatsomepeopledoit,butit'sreallysmall.
Whenweconsiderthereis80-90billionhoursofTVconsumedintheUKeachyear…theamountofthatthatisbingeviewedisfractional.
Soit'snotsomethingthatwearegoingtobetooworriedabout,butwedothinkabouttriallingnewwaystoreleasedifferentseries.
Idon'tthinkitcannibalisesliveviewingthatmuchbecausethebingerandtheliveviewerareoftentwodifferenttypesofaudience.
Insomeways,multiscreendevicescanpushpeopleintoseparateviewingexperiences,butthenabouthowpeoplealsoenjoywatchingtogether…whathaveyoupickeduponthatdichotomyNewTVtechnologyenablespeopletocometogetherinnewways.
Inthe90sand00speoplewereoftenwatchingthesameshowinseparaterooms.
Wearenowfindingthatnewtechnologyisallowingpeopletogettogetherandre-definingtogetherness.
Theabilitytopauseandwatchwhenyouwanttowatch….
youcanhavedifferentviewingexperiences,likesavingaspecialshowtowatchwithyourpartner,orpeoplepausingashowandwaitingfortherestofthefamilytogettogether.
EventhoughsometimeskidscanbeintheloungeonaniPaddoingsomethingcompletelydifferentwiththeirheadphoneson,butparentsreallyenjoythefactthattheyareintheroom.
TVisusedforallsortsofdifferentneedstatesYoucannowbe'wellwatched'WhatsortofcontentencouragesviewerstowatchtogetherTherearecertainshowsstillthatpeopleenjoywatchingtogether…particularlySaturdaynightentertainmentshows…theyaremoreenjoyabletogetherwhenit'sallaboutthechatinthelounge.
NotallTVisabouttotallyimmersingyourselfinadrama.
TVisusedinallsortsofwaysandforallsortsofdifferentneedstates.
HowdoyouthinkthepositionofTVinsocietyhasevolvedIthinkTVisnowseenastimewellspentinsocietyandwecertainlyseepeopletalkingaboutTVdifferently.
Aswellasbeingwellreadnow,youcanbewellwatched.
Youcanmakeasocialfauxpasbyrevealingdetailsaboutastoryline…therearespoileralertseverywhere.
Peoplewatchepisodesatallsortsofdifferentpaces.
Soeveninnewspapers,whenTVistalkedabout,theytalkindifferentways(thantheyusedto)…likethebudget,thedirector,thebroaderissuesbehindtheprogramme.
It'sreallyinterestingthatthereisalongerleadtimefortheseconversationsandthereisrealsocialcapitalinmakingrecommendations.
PeopleswapTVshows(recommendations)liketheyusedtoswapbooks.
Viewerstodayoftenalsoactaspromotersforkeyshows,howcanbroadcasterscapitalizeonthatIntheUK,thebroadcastersthinkalotabouthowtheycanpromotetheirnewshowsviarecommendation.
Weallnowtryandgiveviewersasenseoftheprovenanceofashowwhichoftenhelpsthemspreadthenews.
Sowecangainalotfromtalkingaboutwhodirectedit,whattheydirectedlast…makingabitefforttotalkaboutthekeytalentthatisinit.
Whatimpactisthegrowing'quality'expectationhavingontheindustryWearealreadyseeingthecostofallTVproductiongoingup,buttherewardsareoftenbigger.
Thereismorequalitystuffbeingproducedbuttheratioofhitsisgoingdown.
Youjustcan'twatcheverything.
Ithinkthereisboundtobesomeconsolidationinthefuture.
Noteveryonecancarryonproducingtheamountofstufftheyareproducingatthemoment.
Theissueisthatit'snotjustthecostofdramathatisgoingupbutthecostofallproductionisgoingup.
Noteveryonecansustainthatlevelofoutput.
TVviewingwillgrowratherthandeclineTVwillbeproperlymeasuredSoinsummary,whatdoyouthinkTVviewingwilllooklikeintenyears'timeIthinkitwillstillbedominatedbylinearviewingalthoughthatisgettingnibbledaway.
MypredictionwouldbethatwewillseeTVviewinggrowingratherthandeclining.
SomeofthetechnologicaladvancesinthewaywemeasureTVmeanswewillsoonbeabletomeasurealotmoreoftheTVthatisn'tmeasuredatthemoment.
(TheUKaudiencemeasurementbody)BARBmeasuresTVoversevendaysandweknowthewaypeopleareviewingischangingandbecomingoveralongerperiod.
SowewillstarttoseeagrowthinTVbecauseitwillbeproperlymeasured.
Image:LoveIsland,ITVStudiosTheSVoDProviderBlaBezek,ProgrammeDevelopment,HeadofVOYOPROPLUSTheSVoDplatformVoyoVOYOisownedbyCentralEuropeanMediaEnterprisesLtd.
(CME)andrunsaSubscriptionVideoonDemand(SVoD)serviceinSlovenia,Croatia,Romania,Bulgaria,SlovakiaandtheCzechRepublic.
TheservicehasmovedquicklytoembracenewbusinessmodelsthatengageMillennials.
VOYOisusedasan'augmentedcatch-up'servicewithalllocalcontentfromfreeandpaychannels,additionalshowcontent(behindthescenes,24/7reality)andoriginalshort-formcontentthatmakesuseofMillennialtalentsourcedfromYouTube(e.
g.
AlfaMiki,the'alphamale').
VOYOisalreadyworkingwithtraditionalpayTVoperatorstocarryVOYOinchannelcarriagedealsaswellasdevelopingappsaroundkeyshowstostream24hoursfromthesettopbox.
Image:pr'Hostar.
VOYOFlagshipreality&entertainmentstillbringfamiliesAcknowledgepowerofsearch&recommendationAsanSVoDserviceinasmallermarket,areyounoticinganyspecificchangeinthewayyourviewersareengagingwithTVTheabilitytowatchcontentatanytimethroughthecatch-upservicesofpayTVandOTThashighlyinfluencedviewers'habits.
Viewerswanttowatchtheirfavouriteshowwhentheywantto.
Time-shiftviewinghasgrownsubstantiallyinthepastyears,25%ofhouseholdsalreadyuseitonpayTVinSlovenia.
Howeverflagshiprealityandentertainment,fictionandsportsarestilleventsthatgatherfamiliestogetherandareviewedpredominantlyinlinearmode.
OurSVoDserviceVOYOismostlyusedasacatch-up/archiveservice;ourpeaksofviewingofacertainlocalshowfollowlinearTVbytwohours.
HowdoestheSVoDserviceworkalongsidetheparentchannelgroupandwhatsynergiesaretherebetweenthetwoOurMediaCompanyPROPLUSoperatesthreedivisions–TV(broadcasting/production),Online(publishingwebsites24ur.
com)andSVoD(VOYO).
InthissensewehavetheleveragetofullyseizeallpossiblesynergiesbetweentraditionalTVandonline.
BeyondtheavailabilityofacompletelibraryoflocalTVContentonSVoDVOYO,wealsooffer24/7streamingofTVrealityshows,backstageandextracontent,previewsofepisodes–allbehindthepaywallofSVoD.
Ontheotherhand,wehaveanonlinepublishingteamproducingshort-formvideosandarticlesaboutlocalshows,boostingandpromotingcontent,TVchannelsandSVoD(24ur.
comhasa64%reachofmonthlyinternetusers).
Lastbutnotleast,weengagewithouraudienceonsocialmedia–Facebook,Instagram,Snapchat,YouTubetoboostTVandS-VoDcontent.
Howdoestheconceptof'achannel'needtoevolveinordertobecomefutureproofIfweleaveasidebestin-classcontentdevelopmentandschedulingforchannels'targetaudience,Ibelievechannelsneedtoembracethenon-lineartechnology,whichisinevitable.
Channelsneedtoacknowledgethepowerofsearch&recommendationnovelties,meaningmuchhastobedoneongatheringthebestin-classmetadataforserviceprovidersandtheirtechnologicalinnovations.
Inthefuture,thiswillhaveanimportanteffectonviewers'choicesandhabitsinthelinearworld.
LocalcontentdrivesviewingandsubscriptionsAndlocalappealoverridesproductionvalueSomeofyourcontentstrategiesfocusverymuchonGenZ(youngviewersjustenteringtheirteens),telluswhatyouhavebeenuptothereInthedigitalnativespace,wehaveseengreattalentproducingcontentforGenZ.
ItwasreallyinspiringtoseegreatstoriesandproductionvalueonYouTubebyyoungVloggerswithclosetozerobudgets.
Butgiventhesizeofourmarketandlackofglobalappealofsuchlocalcontent,theseprojectshadatoughtimemonetisingtheirwork–soweofferedahand.
In2016,wehavelaunchedthefirst10episodeweb-seriesPaired-Upthatwasverysuccessful,notjustintermsofviewingandsubscriptions,butalsointermsofgreatpublicityandbuzzitcreated.
That'showthestoryofVoyooriginalsforGenZstarted.
Sincethentalenthasapproachedusandnewprojectswerelaunched,entertainmentshowslikeAlfaMikicandSketchoholics,bothreturningwithasecondseason.
Thenextseasonoftheweb-seriesPaired-upwillnowbeproducedbroadcastingready;itwilltravelfromdigitaltoTV.
AreyounoticinganyspecificchangesinthetypesofcontentorthegenresofcontentthataredrivingviewingLocal,local,local.
Localcontentdrivesviewingandsubscriptions.
Itsauthenticityandlocalappealoverridesproductionvalue.
AndnotjustonSVoD.
InSlovenia,wejustwitnessedthepowerofDigitalSpace.
FamousYoutubers,whohadbeenproducingcontentonYoutubeformorethanadecade,producedalowbudgetmoviePr'Hostar.
ItbecamethesecondmostviewedmovieinSlovenia'scinemahistory.
AndnowitisNo.
1movieonVOYO.
DigitalSpaceisacradleoftalentandpromotionvalue.
DoescontentneedtoevolvetofitthenewTVviewingdynamicWearewitnessinganexplosionofcontentandavailablewaystoconsumeit,areallydynamicandclutteredmarket,withevermorefragmentedaudience,wheretheimportanceofstandingoutiscrucialforasuccessfullaunchofashow.
However,thecoreremains–creatingtrulyauthenticcontentforthetargetaudience.
Continued…MobileviewinghashadasubstantialgrowthContentneedstobeauthenticinitsstory-telling…Apartfromtheobviousexclusivity,contentneedstobeuniqueandauthenticinitsstory-tellingandthisshouldalsobetransferredintoengagingtheaudienceondifferentplatforms,digitalornon-digital,adjustedaccordingtothetargetaudience.
EngagingtheaudienceinauniqueandauthenticwayisthenextimportantstepintraditionalTV.
WhattrendsareyounoticingwithregardtoviewingondevicesotherthanthemainTVsetandwhatimplicationsdoesthishaveforcontentstrategyStrategically,wewereonlypursuinglong-formcontentforSVoD,whichcouldchangeinthefuture.
Mobileviewinghashadasubstantialgrowth;inthepastthreeyears,viewingonmobiledeviceshasgrownby244%onVOYO,especiallywithGenZandY.
Thesegenerationsspendconsiderableamountsoftimeonsocialmedia,wherecontentisconsumedanddismissedinstantly.
Sincethistypeofcontentconsumptionisgrowingrapidly,itcouldbeanopportunityforVOYOaswell.
WehavelaunchedalocalVOYOshort-formHiddenCameraprojectrecently,whichprovedthatthereisaudienceforshort-formonVOYOaswell.
SVoDhasdrivenbingeviewing,doesthatimpacttheeconomicsofprogrammemakingandoftheadvertisingmarketItismarketspecific;binge-viewinghashadaneffectonlinearTVscheduling,howevernosubstantialeconomicimpacthasbeendetectedonourmarketyet.
OTTservices,thatmainlyofferbingeviewing,arestillasmallmarket.
Thiswillchangeinthefuture.
HowwouldyoudescribeyourstrategyaroundlocalcontentandareyouinvestinginlocaldramaorothercontentdistinctfromyourparentchannelWeareinvestingincomedyseriesandshowswithanappealforGenZandYaudience.
Thistypeofcontents'productionvaluecanbejustifiedeconomicallyandisappealingforthetargetedaudienceonVOYO.
LocaldramaiscurrentlyoverambitiousforourSVoDservice,butsomethingiscooking,Ijustcannotdiscloseyet.
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mipcom.
comAbouttheAuthorThisreportisbroughttoyoubyMIPTV/MIPCOMMIPTV&MIPCOMaretheworld'sleadingcontentmarketsforcreating,co-producing,buying,selling,financing,anddistributingentertainment&TVprogramsacrossallplatforms.
MIPTV&MIPCOMrespectivelytakeplaceeveryAprilandOctober,eachbringingtogetherover12,000professionalsfrom100countries.
GuyBisson,AmpereAnalysiswww.
ampereanalysis.
com|www.
twitter.
com/ampereanalysis|www.
twitter.
com/tvintelligenceGuyBissonisresearchdirectorofAmpereAnalysis,anewbreedofanalystfirmfoundedJanuary2015byanexperiencedteamofsector-leadingindustryanalysts.
Amperespecialisesinresearch,forecastsandinsightonpay&multiscreenTVandnext-generationcontentdistribution.
Marketinsight,dataandforecastsarebasedonavarietyofcomplimentaryresearchmethodologiesanddeliveredthroughthreeonlinedataservices,allwithglobalcoverage:AmpereMarkets:Globalcompany-levelKPIs,analysisandforecastsonthepayTV,OTT,broadbandandmultichannelmarketscoveringcustomers,revenues,ARPUsandgrowth,providinganinformedviewonthefuturewinnersandlosersinthefast-evolvingTVdistributionspace.
AmpereConsumer:InsightontheTVconsumptionbehaviour,devicetrendsandcontentpreferencesofTVviewersin13keymarkets,includingtheUSA.
Basedonregular26,000-samplesurveys,Consumerhelpsyoutounderstandhowyouraudienceisreactingtothechangingmedialandscape.
AmpereAnalytics:Adeep-diveanalysisofthecontentmarketandcontentlicensingatatitlelevel,AmpereAnalytics'ContentTrackprovideskeymetricsabouttheworld'sleadingVODandSVoDservicesacrossinternationalmarkets,focusingonthepricingandavailabilityofTVandfilmtitlesbycountryandservice.
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