Video Content Value Chain: linear fee based Content owner Producer RTL ABC Eurosport KPN UPC TWC Consumer 1 2 3 4 5 Disney NFL ECV UBF Endemol Eyeworks License fee Development fee Distribution fee Subscription Video on a channel Video on transport Video in the consumers home 1 2 3 4 5 Format Rights Raw video Edited video Packager Carrier Consumer 1 2 3 4 5

Video Content Value Chain: linear advertisement based Stap 3 Content owner Producer RTL ABC Eurosport KPN UPC TWC Consumer 1 2 3 4 5 Unilever P+G Redbull subcontractor Development fee Distribution fee Subscription Video programmed on a channel Non spot fee Advertisement Video on transport Video in the consumers home 1 2 3 4 5 Format Rights Raw video Edited video Packager Carrier Consumer 1 2 3 4 5

Video Content Value Network: non-linear Stap 3 Advertisement 1 Rights 2 Different formats Raw video Edited video Video on the consumers device 4 Video programmed on a channel 6 5 Video transport Video storage 3

Video Content Value Network: non-linear Stap 3 Advertisement 1 Rights 2 Different formats Raw video Edited video Video on the consumers device 4 Video programmed on a channel 6 5 Video transport MULTIPLATFORM Video storage 3