'Common knowledge' isn't always accurate, especially when it comes to an industry as heavily disrupted as the TV and video industry. I point out - and bust - five of the most common myths about TV and Video. Some highlights include 'Content is King', 'Cord Cutting is Rampant' and 'Video Isn't a Revenue Driver'. Please feel free to share and leave some feedback if you have an opinion. Thanks!

1. 5 TV
INDUSTRY
MYTHS…
BUSTED
Hendrik Haandrikman

2. MYTH #1
CORD CUTTING IS
RAMPANT

3. THE MAJORITY OF CORDLESS
CONSUMERS ARE ACTUALLY
CORD-NEVERS1

4. THE MAJORITY OF CORDLESS
CONSUMERS ARE ACTUALLY
CORD-NEVERS1
1 Consumers that never had a cable,
satellite or fiber optic TV service

5. CORD-NEVERS HAVE MULTIPLE
REASONS FOR NEVER HAVING A
CORD

6. CORD-NEVERS ARE MOSTLY
MILLENIALS, WHO ARE
UNLIKELY TO
EVER SWITCH TO
A CORD

7. AS THIS PART OF THE POPULATION
MATURES, THE PERCENTAGE OF
CORDLESS CONSUMERS WILL
RISE. NOT BECAUSE THEY’RE
CUTTING THE CORD. BUT
BECAUSE THEY NEVER
HAD ONE IN THE
FIRST PLACE.

8. MYTH #2
DIGITAL ADS ARE
KILLING TV
ADVERTISING

9. YOU’VE PROBABLY SEEN THIS
GRAPH:

10. YOU’VE PROBABLY SEEN THIS
GRAPH:

11. IT’S TRUE.

12. IT’S TRUE.
DIGITAL ADS WILL MAKE UP A
BIGGER SHARE OF TOTAL AD
SPEND.

13. IT’S TRUE.
DIGITAL ADS WILL MAKE UP A
BIGGER SHARE OF TOTAL AD
SPEND.
BUT AT THE SAME TIME, TV AD
SPEND IS INCREASING AS WELL:

15. IN TIME,
DIGITAL- AND TV AD
SPEND WILL
CONVERGE.

16. TARGETED TV ADS THROUGH
IPTV, OTT AND OTHER DIGITAL
FORMATS WILL GIVE THE TV
ADVERTISEMENT SPACE A HUGE
BOOST. TELEVISION IS STILL A
UNIQUELY ENGAGING MEDIUM
AND TV ADS ARE HERE
TO STAY. FOR NOW.

17. MYTH #3
CONTENT IS KING

18. IT WOULD TAKE YOU MORE
THAN 10 YEARS NON-STOP
WATCHING TO GO THROUGH
ALL VIDEO CONTENT ON HULU.

19. DOING THE SAME ON NETFLIX
WOULD TAKE EVEN
LONGER.

20. THERE’S MORE ORIGINAL TV
CONTENT RELEASED EVERY YEAR

21. BUT YOUR DAY STILL HAS ONLY
24 HOURS

22. THE WAY TO DIFFERENTIATE
YOUR VIDEO SERVICE
ISN’T MORE CONTENT

23. SURFACE THE RIGHT
CONTENT, FOR THE
RIGHT PERSON, AT
THE RIGHT TIME AND
YOUR CATALOGUE COULD BE (MUCH)
SMALLER AND STILL BE (MUCH) MORE
EFFECTIVE THAN THE COMPETITION.

24. THE ANSWER IS CONTENT
RECOMMENDATION

25. THE ANSWER IS CONTENT
RECOMMENDATION,
PRESENTATION

26. THE ANSWER IS CONTENT
RECOMMENDATION,
PRESENTATION,
USER INTERFACE

27. THE ANSWER IS CONTENT
RECOMMENDATION,
PRESENTATION,
USER INTERFACE
AND SEARCH.

28. DON’T JUMP ON THE “ORIGINAL
CONTENT” BANDWAGON

29. BUT THINK ABOUT
UNLOCKING THE
UNTAPPED POTENTIAL
OF YOUR EXISTING
CONTENT LIBRARY,
INCLUDING LINEAR TV

30. MYTH #4
YOU NEED TO
ADOPT 4K AND
HDR

31. ACTUALLY, YOU DO NEED TO
SUPPORT 4K AND HDR…

32. ACTUALLY, YOU DO NEED TO
SUPPORT 4K AND HDR…
BUT WHAT THEN?

33. 8K?

34. VIRTUAL REALITY?

35. HOLOGRAMS?

36. THE FUTURE
FORMATS OF TV
AND VIDEO ARE
UNCERTAIN

37. ALL YOU CAN DO, IS
ADOPT A
FORMAT-
AGNOSTIC
VIEWOF THE FUTURE

38. GO IPTV

39. GO IPTV
GO CLOUD

40. GO IPTV
GO CLOUD
GO SCALABLE

41. GO IPTV
GO CLOUD
GO SCALABLE
GO ADAPTABLE

42. DON’T BUILD YOUR VIDEO
DELIVERY PIPELINE FOR ONE
SPECIFIC FORMAT

43. DON’T BUILD YOUR VIDEO
DELIVERY PIPELINE FOR ONE
SPECIFIC FORMAT
BUILD IT TO SUPPORT
FORMATS YOU CAN’T
EVEN IMAGINE YET

44. MYTH #5
VIDEO ISN’T A
REVENU DRIVER

45. “MULTISCREEN ISN’T ABOUT
MAKING MONEY YET.”

46. “MULTISCREEN ISN’T ABOUT
MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T
NEED TO GENERATE REVENUE.”

47. “MULTISCREEN ISN’T ABOUT
MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T
NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI
DOESN’T MATTER.”

48. “MULTISCREEN ISN’T ABOUT
MAKING MONEY YET.”
“OUR OTT EXTENSION DOESN’T
NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI
DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE
UNWILLING TO PAY FOR IT.”

49. RETENTION
“OUR OTT EXTENSION DOESN’T
NEED TO GENERATE REVENUE.”
“WE NEED PLAYBACK-TV. THE ROI
DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE
UNWILLING TO PAY FOR IT.”

50. RETENTION
RETENTION
“WE NEED PLAYBACK-TV. THE ROI
DOESN’T MATTER.”
“MY SUBS EXPECT TV, BUT ARE
UNWILLING TO PAY FOR IT.”

51. RETENTION
RETENTION
RETENTION
“MY SUBS EXPECT TV, BUT ARE
UNWILLING TO PAY FOR IT.”

52. RETENTION
RETENTION
RETENTION
RETENTION

54. IN A CUT-THROAT TV BUSINESS,
THE STICKINESS
OF YOUR SERVICE
IS KEY TO
MONETIZATION

55. OVER 75% OF CABLE- AND TELCO
SUBSCRIBERS POINT TO QUALITY
OF TV AND VIDEO SERVICES AS
A MAJOR FACTOR IN THEIR
DECISSION TO STICK WITH A
SUBSCRIPTION

56. A QUALITY VIDEO SERVICES
CAN BE MONETIZED DIRECTLY
AND WILL ALWAYS
INCREASE RETENTION
FOR YOUR TELCO OR
CABLE SERVICE.

57. HIGHER
RETENTION
=
HIGHER LTV
=
MORE REVENU
FOR YOU

58. ABOUT DIVITEL

59. TV AND VIDEO DELIVERY
TECHNOLOGY,
SERVICES AND
CONSULTANCY
WWW.DIVITEL.COM

60. ABOUT
HENDRIK
HAANDRIKMAN
Growth marketeer,
Technology Strategist
and Data geek @
Divitel
rik.haandrikman@divitel.com