Jean littolff, Music 4.5 The Rise of Video

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Video – the stats & myths
The bigger picture: video evolution in a financial perspective. Video has been around for a long time: MTV was built on broadcasting music videos, but a lot has changed.
How do consumers discover new music? What are the listening behaviours? Are the kids passive or active users?
What is the overlap between audio streaming, video streaming, music downloads, social networking, merchandise and ticketing? What are the interactions between offline and online?
Jean Littolff, ex-Managing Director of Nielsen Music

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Jean littolff, Music 4.5 The Rise of Video

  1. 1. The Rise of Video Jean Littolff jeanlittolff@gmail.com linkedin.com/in/littolff Twitter @littolffmusic
  2. 2. What is video? How do we (industry, consumers) use video? Where is the £?
  3. 3. Content - Format - Channel - Platform ˈvɪdɪəʊ/ noun 1.1. the recording, reproducing, or broadcasting of moving visual images. 2.2. a recording of moving visual images made digitally or on videotape. A short film made by a pop or rock group to accompany a song. "a pop video" Conceptual clips Performance clips Live stream vs. past performance
  4. 4. How do we (industry, consumers) use video? PROMO OR/AND SALES CHANNEL? PUSH VS. PULL? LEAN BACKWARD VS. LEAN FWD
  5. 5. August 1, 1981
  6. 6. Video didn’t kill the radio star Discovery 1 Radio Usage 1 Radio 2 Friends / relatives 3 YouTube / Vevo 4 Reviews / magazines 5 iTunes 6 Streaming services 2 CD 3 Online video / YouTube 4 Digital downloads 5 Broadcast over TV 6 Streaming [sources: Nielsen / GfK] [source: GfK]
  7. 7. Online usage: Video in the Top 4 Million active users Reach in % 31 Google 76% Facebook 23 MSN/WindowsLive/Bing 22 56% 54% YouTube 20 Yahoo! 19 BBC 18 48% 46% 45% Source: Nielsen . UK, September 2013
  8. 8. Video is central 6:53:10 3:41:14 1:15:00 0:49:19 0:48:48 0:24:17 0:08:13 Source: Nielsen . UK, September 2013
  9. 9. A not silo-ed ecosystem Audience Overlap in September 2013 83% 5% 77% 68% 66% 27% 11% 75% Source: Nielsen . UK, September 2013
  10. 10. VIDEO STREAMING SERVICES AS A SOURCE OF MUSIC CONSUMPTION PREVALENT
  11. 11. Direct and / or indirect Revenue Generation? WHERE IS THE £?
  12. 12. UK music industry revenue B2B, 29% Recorded £1.1 music, 29% £1.1 The 40% of music consumers, who are fans, account for 75% of all music spending. (source: Nielsen) £1.6 Live music, 42% Source: PRS for Music, Adding up the UK music industry 2011
  13. 13. Live revenue 120 £ 100 TICKETS 80 £ 60 ANCILLARY EXPENSES 40 20 0 T1 T2 T3 T4 T5 Revenue T6 Emotion T7 T8 T9 T10
  14. 14. What’s left? 120 £ 100 TICKETS 80 ? £ 60 ANCILLARY EXPENSES 40 20 0 T1 T2 T3 T4 T5 Revenue T6 Emotion T7 T8 T9 T10
  15. 15. Next day, online
  16. 16. Video is happening online and on mobile central all-round, hole-in-one, holly grail where more £ could be generated (?)
  17. 17. Thank you! Jean Littolff MD Europe – Nielsen Music jeanlittolff@gmail.com linkedin.com/in/littolff Twitter @littolffmusic

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