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Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
Future of TV
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Future of TV

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  • 1. The Future of Television Mark Suster PaidContent – November 2011 @msuster
  • 2. So Interactive, Digital TV is Right Around the Corner?
  • 3. Nobody Believes it Because We’ve Cried Wolf for 20 Years
  • 4. This Has Led Our Industry to Become Frogs Boiling in Water Metaphor: put a frog into boiling water and it jumps out, put it in cold water & slowly turn up temperature and it boils to death
  • 5. “We Overestimate the Impact of Tech on 3-year Horizon & Underestimate on 10-year” - Bill Gates
  • 6. I Would Argue That the Massive Change in Television Will Accelerate in 2012 1. Massive decrease in costs of capturing & processing video 2. Significant penetration in broadband, increases in Wi-Fi 3. Huge advances in compression 4. Massively distributed advertising market 5. Decreasing traditional paychecks to creative talent 6. Consumer behavior has made Internet video a reality
  • 7. Bundled TV Will be the Album of the Future
  • 8. And The Same Forces that Killed the Album Will Kill “The Bundle” 1. Disruptive technology that breaks the distribution strangle hold of content 2. Massive costs reductions in capture, process & distribute 3. Consumer choice
  • 9. YouTube is the New Comcast … And Notice the Change in Branding
  • 10. And My Bet is that The Future Distributors Are Not Who Most TV Execs Think
  • 11. So Why Now?
  • 12. Americans watch 5.3 hours of TV / Day TVReading < 1 Hour 5.3 Hours Media Patterns Online 3 Hours
  • 13. It’s Not Just Dogs on Skateboards Anymore
  • 14. A Disruptive Breed of Digital Content Producer Has Emerged UGC Network TVYouTube TV Production Costs/Minute $100-400 $6,000-8,000 $50-100k
  • 15. These 4 Companies Alone Doing > 3 Billion Video Views / Month YouTube TV Costs/ Minute
  • 16. With YouTube Content Distribution is Much More Predictable and Content Producers Have a Direct Relationship with Viewers ViewerViewer  Subscribers  Email Lists  Facebook Connect YouTubeYouTubeProducerProducer
  • 17. Youth Demo Already 1/3rd of Time Online Watching Video Streaming Video Other Surfing
  • 18. And Revenue Becoming Substantive
  • 19. How Mainstream? 86% of All Internet Watch Online Video
  • 20. Aug 11 42 billion views 185 million viewers 228 videos / person 17 hours
  • 21. 91% of Households Still Pay for TV (91%)
  • 22. This Market Disruption Will Be Enormous – And It’s Accelerating Now
  • 23. Don’t Be a Frog. Get Ahead of the Curve.
  • 24. </end> Thank you

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