VOD has failed. Instead of the world, we just got more of the same.
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VOD has failed. Instead of the world, we just got more of the same.

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In Europe alone, there are over 3000 video-on-demand (VOD) services online today. You'd think that among those you should be able to find movies from all corners of the world. But no. VOD has failed. ...

In Europe alone, there are over 3000 video-on-demand (VOD) services online today. You'd think that among those you should be able to find movies from all corners of the world. But no. VOD has failed. Instead of showing us films from around the globe, we just got more of the same. Online we are shown what we already knew from DVD and TV: our own culture's movies and Hollywood's. Here are some thoughts on why that is and suggestions for how we can unlock truly global VOD.

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  • The Hobbit: The desolation of Smaug <br /> Frozen <br /> Hunger Games: Catching Fire <br /> Iron Man 3 <br /> <br /> Monsters Univ <br /> Despicable Me 2 <br /> Django Unchained <br /> Gravity <br /> <br />
  • Drogówka PL <br /> Monica Z SE <br /> Tres bodas de más (Three Many Weddings) ES <br /> Les profs FR <br /> <br /> Soof NL <br /> Babovresky CZ <br /> Roseville BG <br /> Fack ju Göhte DE <br /> <br /> <br /> Uklad zamkniety PL <br /> The 100 Year Old Man SE <br /> Me myself and mum FR <br /> Der Medicus (The Physician) DE <br />
  • Production numbers from ” The European Audiovisual Observatory publishes its new statistical Yearbook”; numbers not including minority-coproductions. <br /> http://www.obs.coe.int/shop/yearbook/-/asset_publisher/ip2J/content/yearbook-2013-volume-2-?_101_INSTANCE_ip2J_redirect=http%3A%2F%2Fwww.obs.coe.int%2Fshop%2Fyearbook%3Fp_p_id%3D101_INSTANCE_ip2J%26p_p_lifecycle%3D0%26p_p_state%3Dnormal%26p_p_mode%3Dview%26p_p_col_id%3Dcolumn-1%26p_p_col_pos%3D2%26p_p_col_count%3D3&_101_INSTANCE_ip2J_articleResourceGroupId=205595&_101_INSTANCE_ip2J_articleResourceArticleId=7493536#p_101_INSTANCE_ip2J <br /> <br /> <br /> Hollywood source that says 622 movies released in 2013 (most likely includes minority stakes in productions): http://www.hollywoodreporter.com/sites/default/files/custom/Embeds/2013%20Feature%20Study%20Corrected%20no%20Watermark%5B2%5D.pdf <br /> <br /> <br /> <br /> <br />
  • Chili-tv.it: In 2013, 27% EU and 73% US in transactions (from a catalog of 43% EU and 57% US) <br />
  • https://ec.europa.eu/digital-agenda/en/news/demand-audiovisual-markets-european-union-smart-20120028 <br /> Download the report pdf available on that page. <br /> <br /> <br /> Over 3000 on demand services: http://www.obs.coe.int/-/pr-on-demand-audiovisual-markets-report-2014?redirect=http%3A%2F%2Fwww.obs.coe.int%2Fpress%2Findividual-press-releases%2F2014%3Fp_p_id%3D101_INSTANCE_AboWabb2yPCc%26p_p_lifecycle%3D0%26p_p_state%3Dnormal%26p_p_mode%3Dview%26p_p_col_id%3Dcolumn-1%26p_p_col_pos%3D2%26p_p_col_count%3D3#p_101_INSTANCE_AboWabb2yPCc <br />
  • Other related research: <br /> The European Audiovisual Observatory did research on prominence of European films across European VOD services. <br /> André Lange of EAO presented the research: http://ec.europa.eu/digital-agenda/en/news/hearing-promotion-european-films-and-tv-series-line-read-presentations
  • First payTV window: HBO Inks Exclusive, 10-Year Deal With Universal To Keep Content Out Of Netflix’s Hands <br /> http://techcrunch.com/2013/01/06/hbo-inks-exclusive-deal-with-universal-to-keep-content-out-of-netflixs-hands/ <br /> <br /> Netflix Strikes Streaming Deal With Disney, Gains Exclusive Access To New Titles Beginning In 2016 <br /> http://techcrunch.com/2012/12/04/netflix-disney/ <br /> <br /> In 2013, DVDs still largest source of revenue. (Not found numbers/development for 2014. Word in Sweden is another 20% decline.) <br /> http://advanced-television.com/2013/01/31/dvds-still-largest-revenue-source-for-movies/ <br /> <br />
  • Checked out: <br /> Netcinema.bg <br /> www.universcine.com <br /> Lekino.ch <br /> Filmin.es <br /> Filmmit <br /> Zentropa on demand <br /> Filmladen <br /> Universcine.be <br />
  • More interesting presentations/reads at http://ec.europa.eu/digital-agenda/en/news/hearing-promotion-european-films-and-tv-series-line-read-presentations <br />

VOD has failed. Instead of the world, we just got more of the same. Presentation Transcript

  • 1. VOD HAS FAILED – INSTEAD OF THE WORLD, JUST MORE OF THE SAME ANDERS SJÖMAN, VODDLER ANDERS.SJOMAN@VODDLER.COM AUGUST 2014
  • 2. The Internet’s global promise
  • 3. If you’re European, I think you recognize these…
  • 4. …but probably just one or two of these.
  • 5. Although Europe produced 3x more than US in 2013 1 546 movies (2013) 455 movies (2013) Source: The European Audiovisual Observatory (EAO) Statistical Yearbook 2014
  • 6. Online, we still only get get domestic and US
  • 7. The one multinational SVOD shows 80%-90% US Source: http://www.broadbandtvnews.com/2014/07/22/netflix-the-international-picture/
  • 8. It’s a story we know from European cinema… 34% 13% 24% 19% 22% 22% 19% 12% 1% 62% 80% 69% 75% 70% 71% 71% 75% 91% 4% 7% 7% 6% 8% 7% 10% 13% 8% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% France Spain Germany Austria Netherlands Sweden Poland Czech Republic Bulgaria Top 100 movies at the cinema (2013) Other US Domestic Graph by Anders Sjöman, Voddler, anders.sjoman@voddler.com - Data: http://www.boxofficemojo.com/intl/ Rest of EU
  • 9. …and from TV (where domestic trumps US though)
  • 10. Yes, EU does have +3000 VOD-services… Number of VOD services in the EU by country in 20013 (Adult not included) Source: The European Audiovisual Observatory (EAO), https://ec.europa.eu/digital-agenda/en/news/demand-audiovisual-markets-european-union-smart-20120028
  • 11. …but most we recognize from our TV couch. Pay-TV brands… …went online as ”PLAY" + And (!) they license from the same content owners as before…
  • 12. Granted, to find and license content isn’t easy.. Rights Distribution Distribution Distribution Exploitation Sales Agents Local Distributors VOD Aggregators VOD Platforms Producers/ Content Owners Recreated and modified from chart by Nicola Allieta, slide 11 in presentation available here: http://ec.europa.eu/digital-agenda/en/news/hearing-promotion-european-films-and-tv-series-line-read-presentations
  • 13. And to complicate: Each movie = multiple rights Rights are sliced by  Time and distribution mode (”window”)  Territory  Exclusivity Often rights are sliced before the movie is even made: rights are given in exchange for pre-production financing. • The rights slices are then grouped and some are:  Kept by original rights owner  Sold to sales agents (differ by territories)  Sold directly to local distributors/aggregators/ platforms in selected territories  Sold onwards by sales agent (in new slices often!) to other actors in the distribution chain • So a typical film may have  All rights for country 1 with producer, but for country 2 with sales agent A  Except for TVOD rights for country 3 which were sold directly to a local VOD platform  And except for second pay-TV rights which are handled in Europe by sales agent B but in Aisa by local distributor C. Country by country Rights Cinematic Physical - DVD rental - DVD sales Broadcast - PayTV first - PayTV - FreeToAir TV Online - TVOD - EST - SVOD - AVOD/FVOD
  • 14. 3 - 4 years So the release windows just moved online… DVD (rent and buy) Pay-TV (monthly fee) Free-to-air/ broadcast Cinema Pay per view Subscription Syndication/”free” Rental (TVOD) Purchase (EST) Ad-funded (AVOD) “Plus” (SVOD) Subscription (SVOD) Offline Online (CC) BY - Source: Anders Sjöman, Voddler, anders.sjoman@voddler.com
  • 15. … and so did territoriality too.
  • 16. Some services do offer a glimpse of the world… MUBI: Global arthouse classics VIKI: South East Asian (with crowdsourced subtitles) IMVbox: Iranian movies BOLLYVOD: Bollywood movies (Disclaimer: Voddler is a partner in this project) Common traits for global services (no geo-blocking): • Niche audience in each market – but global potential if aggregated • Global rights more easily available – no geo-blocks needed • Localization available (or built-in to business strategy in case of Viki)
  • 17. Unlocking global VOD… But at the same time: • Consumers want global content. • Industry would grow with more choice • Content owners want global distribution Our industry is run by: • Territoriality • Windowing • Exclusivity To accelerate digital transition and create more diversity: Facilitate easy global licensing and make it financially attractive for content owners and services
  • 18. Unlocking VOD: Simplified, profitable global licensing Create a more active, more transparent content marketplace: • B2B marketplace for rights holders and services • Should include easier handling of orphan works or titles with unclear rights holders (extended collective rights management)  (Hey collecting societies, why not become real market makers!) Further public activities to promote global licensing: • Make public subsidy systems window- and technology neutral • Public funds for multi-territory licensing and non-exclusive rights • Limit the use of holdbacks (remove legal; encourage flexible use) • Ban certain practices, such as ”minimum gross price”-clauses. • Public support mandates public distribution: If you receive public support, demands follow, such as no exclusivity, no geo-blocking, etc (applies to new productions as well as old works being digitized)
  • 19. I can see the world from the palm of my hand!
  • 20. ANDERS SJÖMAN, VP PRODUCT AND COMMUNICATION ANDERS.SJOMAN@VODDLER.COM WWW.VODDLER.COM
  • 21. This is Voddler • Stockholm-based tech venture, founded 2007 • Vnet, Voddler’s proprietary streaming technology, delivers device-neutral viewing experience with global Quality of Service (QoS) in HD and with offline mode, over the top (OTT) on the public Internet • Flexible Video Content Management System (CMS) supports all VOD-revenue models, with complete rights control for windowing and territories. • Voddler’s own consumer facing VOD-service, launched in 2010, served 1.2 million registered users in 5 markets. Over 18 million movies served since 2011, licensed from leading film studios, including Hollywood majors. • Runs Bollyvod for Indian partner: A white-label global Bollywood entertainment site, powered by Vnet and managed by Voddler • Total invested: €24 million, from leading investors incl. Cipio Partners and Nokia Growth Partners • More at www.voddlergroup.com