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Video Business

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Präsentation zu den Veränderungen im TV und Videomarkt.

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Video Business

  1. 1. VIDEOBUSINESS
  2. 2. EINE PRÄSENTATION VON BERTRAM GUGEL 2
  3. 3. 1 New Value Chain2 Physical to Digital3 Intermediation to Enabling
  4. 4. New Value Chain
  5. 5. Neue Wertschöpfungsketten 5
  6. 6. PRODUKTION 6
  7. 7. Neue STARS entstehen S ou lja Bo y➡ 87 Millionen Profil Aufrufe auf MySpace ➡ Ø 550.000 Video Abrufe/Tag➡ 1,36 Millionen Freunde auf MySpace ➡ 470 Million Video Abrufe auf YouTube➡ 309.000 Abonnenten auf YouTube ➡ Univeral Music Deal / #1 Billboard-Charts USA 7
  8. 8. Netflix bezahlt für online Inhalte! 200 Mio CBS 900 Mio EPIX (Paramount, Lions Gate & M 200 Mio ABC & Disney 100 Mio House of Cards 100 Mio Miramax?
  9. 9. ++ $100M für Inhalte+ Live streaming= Enabler 9
  10. 10. PACKAGING 10
  11. 11. Wer gestaltet das Programm?
  12. 12. ALGORITHMEN MACHEN RADIO Experten analysieren jedes Lied und identifizieren ~400 Merkmale. Pandora erstellt Radio Stationen auf Basis der Songs, die ein User mag. Der Inhalt passt sich dem Feedback der User an. 12
  13. 13. SUCHROBOTER SETZEN THEMEN DEMAND MEDIA Suchanfragen bestimmen welche Videos produziert werden Redakteure überarbeiten die Titel der Videos Produzenten holen sich online ihre Aufträge aus der Datenbank. Fertige Videos werden gecheckt und mit Werbung vermarktet. http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1
  14. 14. DISTRIBUTION 14
  15. 15. >90% DES KONSUMENTEN TRAFFICS IN 2013 IST VIDEOhttp://www.cisco.com/en/US/netsol/ns827/networking_solutions_sub_solution.html#%7Eforecast 15
  16. 16. Der CRS-3 streamt jeden Film, der jemals gedreht wurde, in 4 Minuten.http://www.cisco.com/en/US/netsol/ns827/networking_solutions_sub_solution.html#%7Eforecast 16
  17. 17. = HBO 2.0
  18. 18. Netflix als virtuelle Plattform ...Verfügbar auf 100 Mio Geräten
  19. 19. Netflix vs. PayTV Plattformen 23.212 Subscribers in Thousands 20.000 18.760 14.318 12.706 5.038 c ast et flix c tTV D ish rne r Cox Co m N D ire e Wa Tim
  20. 20. Netflix vs. PayTV Kanäle 28.600 Subscribers in Thousands 20.000 18.200 17.300 H BO et flix ti me St ar z N ow Shhttp://www.hollywoodreporter.com/news/exclusive-hbo-subscribers-dwindling-27724
  21. 21. EMPFANGSGERÄTE UND ZUGANG 21
  22. 22. Der Kampf um‘s Wohnzimmer ... 22
  23. 23. ... hat gerade erst begonnen! Internet Boxen Mobile Geräte TV GoogleTV, Roku, TV, Vudu iPod, Zune HD, A Sony, LG, Panasonic PC Anbieter Hardware Herst. Startups Apple, Microsoft, Asus WD, LaCie, ... Boxee, Plex, XMBC, ... DVRs Spielekonsolen Blu-Ray Player TiVo, CE-Manufaturer 182m Units sold Sony, LG, Panasonic
  24. 24. KONSUMENTEN 24
  25. 25. Online Sehdauer wächst rasant ... Videosehdauer pro Monat in Minuten 1200 1107 944 960 882 908 720 582 CAGR 65% 506 480 274 240 181 73 0 Jun 05 Jul 07 Jan 08 Jul 08 Jan 09 Jun 09Okt 09Feb 10 Jun 10Okt 10 US Germany Comscore Videometrix / Minutes Watched per Month 25
  26. 26. BeispielBBC iPlayer 15 Plattformen 162m „requests for programs“ im Januar 2011 (+11% MoM) 8m mobile requests im Januar 2011 (5%) 300 min pro User/Monat 26
  27. 27. Internet ist ein on demand Medium 88% der Nutzer sehen TV-Inhalte on demand 12% livehttp://www.bbc.co.uk/blogs/bbcinternet/2011/02/january_2011_bbc_iplayer_month.html 27
  28. 28. VIRAL & REMIX 28
  29. 29. MTV VMA Zuschauer 12 11,4 10,7 10,3 9 8,9 8 8,4 6 7 5,7 3 0 2003 2004 2005 2006 2007 2008 2009 2010 Kategorietitel Zuschauer in Mio. 29
  30. 30. Twitter hilft den VMAs 30
  31. 31. Das Fernsehen liebt Twitter ... 31
  32. 32. Warum? 32
  33. 33. Nutzer sind gleichzeitig im Netz ... 56 % 14% 40 % 86% 37 % Texting Social Networking 33 % Browsing Mobile Apps Parallele Smartphone Nutzung während des Fernsehens No Usage Mobile Internet usagehttp://www.engadget.com/2011/01/29/study-shocker-mobile-users-piddle-around-on-the-internet-while 33
  34. 34. ... und interagieren auf neuen Geräten. 34
  35. 35. Interaktion mit Rundfunkinhalten 3m 50cm Interaktives Fernsehen 10cm 35
  36. 36. Physical to Digital
  37. 37. „We’re moving to a ,best screen available‘ model, where consumers are going to want to watch what they want, when they want, on whatever screen is around right NOW.“ http://www.businessinsider.com/jim-louderback-future-of-cable-tv-2010-4#ixzz0mmo7WfvC 37
  38. 38. TV auf allen Plattformen
  39. 39. Dilemma, wie relevant ist digital? 244 230 231 235 228 221 225 225 209 214 203 205 204 199 195 196 193 186 185 186 182 187 70 77 54 58 45 43 46 48 35 26 17 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Fernsehen Radio Internet AGF/GfK: jeweils 1. Halbjahr. MA ARD/ZDF-Onlinestudien 2000–2010; eigene Angaben der Nutzer. 39
  40. 40. Dilemma, wie relevant ist digital? 244 230 231 235 228 221 225 225 209 214 203 205 204 199 195 196 193 186 185 186 182 14-19J 187 110 107 70 77 54 58 45 43 46 48 35 26 17 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AGF/GfK: jeweils 1. Halbjahr. MA ARD/ZDF-Onlinestudien 2000–2010; eigene Angaben der Nutzer. 40
  41. 41. TV-Werbemarkt vs. online Videomarkt 10.911 Umsatz in Millionen € 156 156 TV Werbemarkt Online VideowerbemarktNielsen
  42. 42. DVD/BluRay Verleih vs. VoD Markt Umsatz in Millionen € 243 6,1 6,1 DVD/BluRay Verleih Video on DemandGfK Panel Services Deutschland im Auftrag der FFA
  43. 43. Wachstum verlagert sich ... 156.400 CAGR +135% 58.500 27.600 5.116 2007 2008 2009 2010 Online Videowerbung in .000€Quelle: Nielsen Media Research, Screendigest 2010
  44. 44. Chance für Startups und Geduldige ... 440% in 2010 Instant StreamingYahoo! Finance
  45. 45. Intermediation to Enabling
  46. 46. From intermediation to ENABLING 46
  47. 47. Multiplikation der Geschäftsfelder Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 47
  48. 48. Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO timeContent/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion labelDevices PC TV/ Console Mobile phone Other mobile devicesDistribution Fixed broadband Wireless broadband Cellular Broadcasting 48
  49. 49. Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO timeContent/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion labelDevices PC TV/ Console Mobile phone Other mobile devicesDistribution Fixed broadband Wireless broadband Cellular Broadcasting 49
  50. 50. Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO timeContent/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion labelDevices PC TV/ Console Mobile phone Other mobile devicesDistribution Fixed broadband Wireless broadband Cellular Broadcasting 50
  51. 51. Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO timeContent/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion labelDevices PC TV/ Console Mobile phone Other mobile devicesDistribution Fixed broadband Wireless broadband Cellular Broadcasting 51
  52. 52. Soll man alles besetzen? Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Movies UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 52
  53. 53. NEIN! 53
  54. 54. Enabling als neue Herausforderung 54
  55. 55. Facebook als Payment Plattform Live Votes zum TV Programm für Credits Zugang zu on demand Inhalten 55
  56. 56. Erste Schritte „NPRs API allows outside parties to have access to audio content dating back to 1995, consisting of more than 250,000 stories in more than 5,000 different aggregations.“http://www.readwriteweb.com/archives/npr_api_delivered_11_billion_stories_in_march.php 56http://www.npr.org/blogs/inside/2010/04/12/125882632/api-usage-and-metrics
  57. 57. Eine Plattform entsteht Chumby Widget NPR Symbian App Audio Player für UNIX (KDE) Im März hat die API >1,1 Mrd. Stories ausgeliefert.http://www.readwriteweb.com/archives/npr_api_delivered_11_billion_stories_in_march.php 57http://www.npr.org/blogs/inside/2010/04/12/125882632/api-usage-and-metrics
  58. 58. Eckpfeiler Programmierbar Schnittstellen und Zugriff von Außen Zugänglich URLs für alle Inhalte Syndizierbar Weiterverwertung durch Drittehttp://www.avc.com/a_vc/2005/11/the_future_of_m.html 58
  59. 59. Vielen Dank!KontaktBertram GugelM: +49 179 22 1 77 63info@gugelproductions.dewww.gugelproductions.de

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