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Watchever - Commercial SVoD only streaming service with extensive Multiscreen/Device support
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Watchever - Commercial SVoD only streaming service with extensive Multiscreen/Device support

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  • 1. First commercial SVoD only streaming servicewith extensive Multiscreen/Device support inGermanyFlash Insight– For public release –
  • 2. Watchever has launched its streaming service in Germany ,offering movies andseries a broad range of mobile devices for a monthly flat rate.Management Summary Proposition Easy to access SVoD movie streaming platform for multiple devices and screens, even for offline consumption. Differentiator Watchever offers an offline mode for consuming movies & series without internet connection. Pricing is lower than national competititor Maxdome but has currently less content available. Benchmarking Watchever sets new standards for VoD streaming services in Germany in terms of features & pricing. However, the content catalogue (movies & series) lacks of new titles. Google Play Movies is more expensive, but has (thanks to TVoD business model) a lot more (new) titles. Lovefilm offers only some 1400 movies with a similar title aging compared to Watchever. In the US, Netflix is still unbeaten with regard to its content catalogue (a mere 10,000 titles) and pricing ($7.99 per month). Market implications Market penetration with BILD/ComputerBILD special launch offer (until January 24, 2013). Watchever is the first SVoD offer for the iOS platform (incl. Apple TV), and customers finally can use a legal and comfortable streaming service like they heard of with Netflix & Hulu in Germany. Watchever Outlook As the content catalogue grows and becomes up-to-date, the offer can be competitive, even if Netflix enters the German market with an SVoD offer. Other services need to catch up with their offering, otherwise they will suffer substantially.Source: Mücke, Sturm & Company analysis 1
  • 3. Watchever offers a pure SVoD service that is available on the most relevantdevices.Watchever in Germany: Details Strategic Rationale  Offer an attractive streaming service in an easy-to-understand pricing model and bring it to the masses.  First mover advantage in gaining market share in Germany without competition from US services like Netflix or Hulu, which are both said to enter the German market soon and of which a wide audience already heard of. Offering Details  Unlimited and ad-free streaming of series & movies for a fee of 8,99€ per month.  “Thousands of movies & series (US, EU and German)” from independent and major studios, many of them in HD quality, all in original language or German (dubbed).  Available on Smart TV (Samsung, Panasonic, more to come), mobile devices (iPhone, iPad, Android tablets), game consoles (both PS3, XBox to come), on Apple TV and online (PC, Mac, both via Silverlight plugin).  Offline consumption on mobile devices possible.  Flexible child protection settings  Personalized and social recommendations (Facebook)The service‘s homepage (logged in)  Multi-Screen & Mobile CompanionSource: Mücke, Sturm & Company analysis 2
  • 4. Content suppliers and consumers are benefiting from the entrance of Watchever inthe German VoD streaming market.Implications for German VoD ecosystem Market View Implication Description Competitors  A new strong contender for the other SVoD providers Maxdome, and expecially Lovefilm (SVoD only), but in a growing market. DtO TVoD SVoD FVoD /  No competitor for DtO, TVoD or FVoD services.   With Vivendi, Watchever has a strong parent company and might be tenacious enough to fight market share.  Watchever is a rather pushing product with BILD as a strong marketing partner in Germany.  New option for the distribution and monetization of content at the Content suppliers  end of the monetisation chain.  Teach German customers to pay for content on a monthly basis, not per view.  Option to consume premium video content with an easy to access  platform in a reasonable pricing model Consumers  Opportunity to consume premium video content on Android devices  Comfort-of-service through unique and best-in-class featuresThe competitor positioning shows the focus of the respective competitor and highlights other supported business modelsDtO: Download to Own; TVoD: Transactional Video on Demand; SVoD: Subscription-based Video on Demand; FVoD: Free Video on DemandSource: Mücke, Sturm & Company analysis 3
  • 5. Watchever clearly outperforms the competition in terms of features and UX.High-level SVoD streaming services benchmarkingFirst  Intuitive UI, especially on Apple TV  Various movies highlighted on start  Detailed information and cross-linksimpression  Consistent user experience on page to Amazon different devices  Detailed movie pages  Recommendation of comparable  Personalized recommendations moviesContent  Reasonably large catalogue of  Broad content offering  Only weak streaming content offeringoffering movies & series (1,639 movies (6,054 movies and 212 series) (1,363 movies & films) & films, 352 series‘ seasons)  Blockbuster Option for an extra fee (4  Still focussing on DVD rental  Lacks newest movies and latest blockbusters for 5€ per month) series‘ seasonsFeature Set  Offline mode for mobile devices  Offline mode for PC/Mac/Laptop  Detailed content search  Multi-screen & mobile companion  2-step child protection (FSK16 and  Child protection FSK18 only functionality FSK18)  Child protection with individual FSK-  Many titles as OV and German audio threshold  All titles as OV and German audioAccessibility  Smartphones, Tablet, Smart TVs,  Many Smart TV, STB, PC/Mac/  Large range of CE supported Media Clients (Apple TV) Laptop, PS3, no mobile devices (with focus on Sony products)  Up to 5 devices and 3 parallel supported  Using multiple devices with one streams, easy device management  All devices need to access the Lovefilm account possible internet with the same IP adressMarket  New entrant  Incumbent  Competitor with focus on DVD rentalpositionSource: Mücke, Sturm & Company analysis, content catalogue sizes as of January 15, 2013 4
  • 6. Watchever focuses on recommendations & social media as the preferred methodfor content catalogue utilization.Watchever Recommendations & Social Media Social media Recos Social media RecosSource: Mücke, Sturm & Company analysis 5
  • 7. With its elaborated features and accessibility, Watchever is up-to-date and be ableto succeed in entering the German market.Supported Devices, Mobile Companion & Multi-Screen Supported Devices Mobile Companion Navigate to the desired content comfortably on your mobile device: Laptop PC, Mac iPhone iPad Multi-Screen Android Tablets Continue watching a movie started on your TV on your mobile device or vice versa: Apple TV XBox 360* PS3* Samsung (2012 Models) Panasonic LG*, Philips*Source: Mücke, Sturm & Company analysis, content catalogue sizes as of January 15, 2013*) announced for Q1/2013 6
  • 8. Watchever lacks newest movies and latest series‘ seasons, but with its featurehighlights, it has the potential to gain a decent customer base in a growing market.Watchever Outlook Drivers of Watchever Hurdles for Watchever Contact + Potential for Watchever exists through its - Weak overall content offering, due to We are constantly analyzing comprehensive feature set, including the SVoD model being at the end of the industry trends and multi-screen, companion device, offline VoD expoitation chain developments in the sectors mode and OV titles - Support for older Smart TV (before of technology, media and + Content catalogue utilization through 2012) must be offered as well. telecommunications state-of-the-art tools: personalized and - New market entrants (Netflix & Hulu If you are trying to determine social recommendations, live search, are ante portas) might shortly offer which impact Watchever or linked content outstanding SVoD at a competitive similar developments have on + Market potential in Germany through price. your business – please get in partnering with BILD (tabloid - Payment options include Visa & newspaper). touch! Mastercard only + Broad potential user base for mobile offering through large range of Patrick Sturm supported mobile devices. Managing Partner + Exclusively streaming Watchever content T: +49 173 3916619 on Apple TV widens the user base once more. E: W: German SVoD market share potential: 20-30%Source: Mücke, Sturm & Company analysis 7