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Key OTT (Over-The-Top) Market Trends in 2015

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Key OTT (Over-The-Top) Market Trends in 2015 by Michael Ritchie.

In broadcasting, over-the-top content (OTT) refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content. The Internet provider may be aware of the contents of the Internet Protocol packets but is not responsible for, nor able to control, the viewing abilities, copyrights, and/or other redistribution of the content.

Consumers can access OTT content through internet-connected devices such as desktop and laptop computers, gaming consoles (such as the PlayStation 4, WiiU, and Xbox One), set-top boxes (such as the Roku), smartphones (including Android phones, iPhones, and Windows phones), smart TVs (such as Google TV), and tablets.

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Key OTT (Over-The-Top) Market Trends in 2015

  1. 1. OTT Market Trends Michael  Ritchie   Director,  Broadcast  /  Strategic  Accounts  EMEA    
  2. 2. THE WAY WE SEE THE WORLD HAS CHANGED.
  3. 3. How we experience How we socialize How we communicate How we consume 1970s 1980s 1990s 2000s 2015
  4. 4. THERE ARE FIVE KEY TRENDS TO BE AWARE OF NOW.
  5. 5. User Experience 4K Landscape Millennials Analytics 2.0 Content Monetization 1 2 3 4 5
  6. 6. TREND ONE: USER EXPERIENCE
  7. 7. USER EXPERIENCE Content remains as KING, but UX has a KEY role in the transition toward OTT models in order to attract and engage audiences. Customers want a seamless path to their content. They want: §  Reduced Time-To-Content §  Simplified payment methods §  Simple and accessible time-shifted viewing The key is to not break the experience! Page 7
  8. 8. USER EXPERIENCE As a result the investment on Experience Design is growing in order to create MORE COMPELLING, MORE IMMERSIVE, and MORE INTUITIVE experiences. Pay TV Operators, Telcos, and Media companies, such as Telstra, Telekom Malaysia, and KPN, are making a shift towards a “User-driven Innovation”, identifying UX as a top priority and as a key differentiator. Page 8
  9. 9. TREND TWO: CONTENT MONETIZATION
  10. 10. CONTENT MONETIZATION Implementation of advanced-advertising placement like Dynamic Ad-Insertion and Targeted Advertising are helping operators to perceive higher revenues. SVOD and TVOD consumption continue to rapidly grow. Evolving partnerships between Content Owners and Pay TV Operators are helping to push the implementation of new cloud solutions to better understand and target audiences. Page 10
  11. 11. 40.5% 16.1% 27.6% 15.8% I'd rather see ads directed towards my interest I'd rather see ads for random products and services Both Not sure Page 11 CONTENT MONETIZATION Consumer Interest in Targeted Online Ads Source: Digital Advertising Alliance/Zogby Analytics New generations of viewers are willing to share their personal information in exchange for more convenient deals and more seamless experiences. The market is witnessing rapid innovation on how TV is traded, where it now is possible to provide the right ad to the right household, or even to the right individual user, using hyper personalization techniques. This allows a more effective use of Operator and Advertiser existing inventory.
  12. 12. TREND THREE: ANALTYICS 2.0
  13. 13. ANALYTICS 2.0 In the new OTT world, things are going beyond simply tracking user activity. It is a switch from Big Data Collection to Smart Data Contextualization. Search and Discovery capabilities are evolving to match customers’ CONTENT consumption patterns more accurately and Hyper-personalization is adding the CONTEXT relevance to the formula. Page 13
  14. 14. Capture all the touch points between a brand and a consumer, regardless of where those occur. And this is important not only for the content that viewers want to watch, but also for the ads that need to match those viewing patterns and need to be based on the viewer context. Authenticated ad views by device Page 14 ANALYTICS 2.0 Source: FreeWheel 7% 7% 22% 64% Smartphone Tablet OTT Device Desktop/Laptop
  15. 15. TREND FOUR: 4K LANDSCAPE
  16. 16. 4K LANDSCAPE There are three main factors to consider when discussing 4K: Devices, Content, and Services. Currently there is still low penetration of 4K devices from a global perspective, and this is mainly due a low awareness and lack of customer education on what 4K is and its main benefits. Today, APAC is leading in the adoption of 4K and is already preparing for 8K. But there is still some road to go. Page 16
  17. 17. 4K LANDSCAPE Meanwhile the market is preparing for the mainstream introduction of 4K devices, and the top OTT Players such as Netflix and Amazon are already leading the way (for now) providing 4K content and services. There are many opportunities for operators looking to provide 4K services including offering premium services/packages (higher ARPU), 4K Ads and Bundles between 4K services and broadband higher speed. 4K Devices, content, and services will soon be mainstream… Page 17 Forecast: Global Subscribers of 4K Pay TV Services (Million of Subscribers) Source: Parks Associates 0 10 20 30 40 50 2013 2014 2015 2016 2017 2018
  18. 18. TREND FIVE: MILLENNIALS
  19. 19. MILLENNIALS It’s not news that video consumption behavior and patterns for Millennials and newer generations is different, but it is important to understand them and be able to anticipate this unavoidable change. There is a clear migration from a TV centric consumption towards Portable and Mobile Devices. Operators need to attract Cord Cutters and Cord Nevers with services that match their consumption behavior and their lifestyle. Page 19
  20. 20. Some operators have started to provide slimmed-down/low-cost TV bundles to young adults who might only be interested in Internet-delivered entertainment. But again, it is not only about the pricing, it is about CONTENT, EXPERIENCE and CONVENIENCE. “BUILD IT, AND THEY WILL COME” Page 20 MILLENNIALS Comparison between Broadcast TV vs. Online Video use   1 in 3 Millennials watch mostly Online Video / No Broadcast TV Source: New York Times Video Study  
  21. 21. WHAT IS PIKSEL’S VIEW ON THESE CHANGES AND RECENT TRENDS?
  22. 22. INTRODUCING THE PIKSEL INNOVATION LAB
  23. 23. WHY INNOVATION? Formed in May 2014, the Piksel Innovation Lab is a small team focused on providing thought leadership, identifying gaps in the market, brainstorming ideas for products, and implementing focused proof-of- concepts to support these points. We work closely with clients to ensure their solutions are aligned with the latest customer insights, to provide them the competitive edge they need.
  24. 24. •  We work with our market intelligence team to identify trends and new developments. •  We then present this intelligence to clients and the wider market. •  This enables us to offer regular, in-depth briefings with a general perspective on new developments or focus on specific topics clients want us to investigate and analyze. MARKET INTELLIGENCE
  25. 25. USING NEW MARKET OPPORTUNITIES…
  26. 26. …TO DRIVE CUSTOMER VALUE
  27. 27. PIKSEL PROOF OF CONCEPTS
  28. 28. Page 28 PIKSEL MOSAIC Click this link to watch a video on Piksel Mosaic: http://www.piksel.com/products/#mosaic
  29. 29. PIKSEL MOSAIC In a world already over-saturated with content, you need a smarter way to surface meaningful recommendations to viewers. One that’s cross- platform, tailored to the user, and reassuringly familiar across all devices. Serving up content they want, when they want it. Introducing Piksel Mosaic: a single eco-system that combines all the elements of a digital life into a curated, adaptive micro-service. Serving targeted context-sensitive recommendations that matter most, and collecting richer analytics right across the platform. With an increased understanding about users, companies can deliver tailored content recommendations based on the viewer’s behavior, network, and even what they are doing at that time. All of which reinforces and strengthens the brand for the user. Piksel Mosaic was also the winner of the NewBay Media IBC 2014 Best of Show Award from TVBEurope.
  30. 30. INNOVATIVE PIKSEL SOLUTIONS
  31. 31. Page 31 DIGITAL SHOWCASE Click this link to watch a video on Digital Showcase: http://www.piksel.com/solutions/#media_is
  32. 32. DIGITAL SHOWCASE: SOLUTION HIGHLIGHTS •  Designed and built for a broadcast culture •  Modular, flexible, future-proofed – powered by the Piksel Palette •  Vendor agnostic - integrates with existing environments so no duplication of services or technologies •  User experience methodology delivers cutting edge design and interaction matching user preferences and behaviours •  Second screen interactivity •  Faster time to market
  33. 33. Page 33 PIKSEL VOYAGE
  34. 34. •  Scalable cloud-based, SaaS platform •  Works directly with passengers’ mobile devices, eliminating in flight entertainment installation and maintenance •  Gathers key data about each passenger that uses the solution where they shop, eat, or plan to do at their destination •  Provides a host of studio-level movie and TV content, with the addition of magazines, newspapers, books, and other entertainment formats being added •  Piksel Voyage is DRM protected and provides the highest level of tamperproof, studio-approved security PIKSEL VOYAGE: SOLUTION HIGHLIGHTS
  35. 35. CUTTING EDGE EXPERIENCE DESIGN
  36. 36. EXPERIENCE DESIGN: WHAT WE BELIEVE IN Relationships Mutual trust and respect are fundamental to a successful project team. We pride ourselves on the long lasting relationships we build and maintain with our clients. Communication We understand world-class solutions are not created in silos. Our project teams are cross-functional and work closely to maintain a shared understanding and vision. Process Projects only run smoothly when everyone is following the beat of the same drum. We work hard to maintain a consistent rhythm through the whole project lifecycle. Intelligent Design We believe in evolution but only once the overarching vision and framework is designed. Through research and upfront intelligence we create experiences that can evolve naturally. Simplicity We are always asking the question of how we can make things simpler. Great design will always get out of the way and in doing so our work becomes invisible to a user. Iteration Everything is a hypothesis until real people are out there using it. We therefor monitor feedback loops to validate and gain insights that facilitate continual improvement.
  37. 37. © PIKSEL 2013. ALL RIGHTS RESERVED | CONFIDENTIAL PAGE 20 OSN Play | Website EXPERIENCE DESIGN: EXAMPLES
  38. 38. NEXT GENERATION TECHNOLOGY FOR PIKSEL CLIENTS
  39. 39. Page 39 CHANNEL 4: ALL 4
  40. 40. CHANNEL 4: ALL 4 •  All 4 leverages the cloud to deliver a new online destination comprised of all of Channel 4’s linear channels, digital content, and services in one place •  Delivers portal-consistent user experience that creates a unique digital hub for users •  Initially launched on iOS and browsers and will extend to other digital platforms in the future •  Also includes analytics to support Channel 4’s targeted advertising strategy
  41. 41. Page 41 TRANSAVIA ENTERTAINMENT APP
  42. 42. TRANSAVIA ENTERTAINMENT APP •  Low cost air carrier based in the Netherlands •  Allows airline passengers to choose from an extensive library of content to download to their devices before flying •  Content is locked until the passenger boards the flight and is automatically deleted from the device once the flight has ended •  BYOD approach offers greater choice and flexibility to the user •  Available on iOS, Android, & PC through the airline booking system •  Captures passenger information creating opportunities for future personalized and contextualized offerings Page 42
  43. 43. Apple / Android : SMARTWATCH KEY FEATURES •  Full Set-top box control through a simplified remote experience •  Voice and keyboard activated search of the full content catalogue including program and movie metadata •  Make DVR recordings •  Access to your complete DVR recordings •  Shortcuts to your favourite channels •  Android notifications forward to the watch •  Optimization of key features to enhance battery life •  Existing APIs are reused for architecture and design efficiency
  44. 44. THANK YOU For more information please email michael.ritchie@piksel.com
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Key OTT (Over-The-Top) Market Trends in 2015 by Michael Ritchie. In broadcasting, over-the-top content (OTT) refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content. The Internet provider may be aware of the contents of the Internet Protocol packets but is not responsible for, nor able to control, the viewing abilities, copyrights, and/or other redistribution of the content. Consumers can access OTT content through internet-connected devices such as desktop and laptop computers, gaming consoles (such as the PlayStation 4, WiiU, and Xbox One), set-top boxes (such as the Roku), smartphones (including Android phones, iPhones, and Windows phones), smart TVs (such as Google TV), and tablets.

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