Ott business in Taiwan
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The document summarizes key aspects of the OTT industry in Taiwan based on a presentation by Solver Huang in May 2018. It finds that (1) OTT revenue and subscribers are growing worldwide driven by improvements in bandwidth, the rise of 5G, and changing viewer behaviors; (2) most OTT viewers in Taiwan still prefer watching on large TV screens; and (3) while many Taiwanese viewers are willing to pay for OTT services, most would only pay less than NT$300 per month, indicating challenges for subscription-based revenue models.
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Ott business in Taiwan
- 1. Presented by Solver Huang 黃泓琳 May 2018
- 2. OTT means 2 TT • Wikipedia：Over the top (OTT) is a media distribution practice that allows a streaming content provider to sell audio, video, and other media services directly to the consumer over the internet via streaming media as a standalone product, by bypassing telecommunications, cable or broadcast television service providers that traditionally act as a controller or distributor of such content. Over-the-Top or Over the Top
- 3. About this OTT Analysis Roadmap Key Player Market Trend Evaluation OTT Operator SWOT Setting Goal PEST Business Preparation Marketing Strategy Action Plan Team Budget 1-2-3 Ys Audiences Analysis BP Done Marketing Strategy Business Strategy Market Analysis 3 TT
- 4. • OTT Market Overview • OTT Consumer’s Behavior • KSF of OTT Business Analysis • Conclusion
- 6. • 頻寬與速度的提升加 速影音產業發展， 5G時代 • 大數據技術與應用逐 漸成熟 • 網路上網漸成主流 • 衛星應用逐漸被重視 OTT industry PEST Analysis in Taiwan P 6 TT E S T • 電信事業相關規定 • OTT政策法規 • 廣電三法 -廣播電視法 -有線廣播電視法 -衛星廣播電視法 • 透過網路傳遞者目前 無法可管 • 娛樂經濟產業仍為投 資主要項目 • OTT成為娛樂消費市 場狀況新媒體產業 • 千禧世代漸漸成為慧 經濟消費主力，也成 為OTT產業發展主要 驅動力 • 網路普及促進影音消 費習慣改變 • 網路購物由平面轉變 影音購物蔚為趨勢 政策監管法規 消費經濟狀況 社會消費狀況 科技應用含量 Political Economic Social Technological
- 7. What’s Shaping up OTT industry Content Internet Technology Audience Behavior Anytime Anywhere Any device 7 TT
- 8. OTT Revenue & Subscribers Prediction Resoure from Statista 2018, Presented by Solver Huang 6.1 37 46.5 83.4 0 20 40 60 80 100 2010 2016 2017 2022 Worldwide OTT revenue from 2010 to 2022 revenueinbullionUSD 290 401 473 536 595 650 0 100 200 300 400 500 600 700 2016 2017 2018 2019 2020 2021 OTT subscribers worldwide from 2016 to 2021 Numberofsubscriptioninmillions • According to Statista report 2018, the total worldwide OTT revenue is growing up quickly. • As internet, technology, content and audience behavior are shaping up the OTT industry. OTT will become the mainstream in the video market. 8 TT
- 9. Mobile is Driving Viewer Behavior Resoure NCC Taiwan 2017, presented by Solver Huang •Around 69% penetration of mobile internet rate in 2017 in Taiwan. •That means mobile internet is driving the OTT viewer growth. •Anywhere, anytime, anydevices Internet penetration Mobile internet 47% 77% 2014 60% 83% 2015 67% 89% 2016 69% 83% 2017 9 TT
- 10. Resoure Hub Entertainment Research 2017, Presented by Solver Huang 2018 More than half of TV viewers say their favorite show comes from an online source of TV in US. STB (TV, VOD or DVR) On line source 31% 64% 2014 38% 57% 2015 40% 53% 2016 52% 48% 2017 Internet is Changing Viewers’ Behavior 10 TT
- 11. CATV or MOD Subscribers and Growth Source from Taiwan NCC 2018, Presented by Solver Huang 2018 120 124 128 130 133 160 170 3.2% 3.8% 1.0% 2.5% 16.9% 5.8% 2012 2013 2014 2015 2016 2017 2018Q1 MOD subscribers& growth rate from 2012 to 2018Q1 in Taiwan 499 499 500 508 521 523 519 61% 60% 60% 60% 61% 60% 60% 2012 2013 2014 2015 2016 2017 2018Q1 CATV subscribers & penetration rate from 2012 to 2018Q1 in Taiwan Number of subscription in ten thousand Number of subscription in ten thousand • 台灣MOD收視族群從2016年開始大幅成長，推估與類似OTT的服務開始被收視族群廣泛接受與採用，顯見OTT產業進入高速成長 • 有線電視於2017年時，應政策要求全面入數位時代，表示數位機上盒設備已進入家庭戶，使有線電視業者有更足夠能力競爭OTT市 場。 11 TT
- 13. Primary Screen for OTT viewing 48% 26% 26% 57% 12% 21% TAIWAN GLOBAL Presented By Solver Huang 2018 Resoure from Taiwan OVO 2016, Netflix 2016, iab 2017 • 綜合Netflix and OVO兩份研究報告 資料顯示大螢幕電視 機仍為收看影片 • 另依IAB2017年調 查報告顯示朋友或家 人一起看OTT以大 螢幕為主 • 顯示大螢幕Smart TV或是4K以上高畫 質電視為OTT最佳 載具 • 另大電視便宜， Smart TV具上網功 能也能加速OTT推 動 13 TT
- 14. Frenquent viewing TV Show type Resoure Taiwan NCC 2018, presented by Solver Huang 29% 19% 13% 9% 19% 0% 61% 26% 20% 18% 17% 15% 50% 20% 11% 10% 21% 13% 0% 10% 20% 30% 40% 50% 60% 70% News Movies Mandarin Drama Native Drama Entertainment Korea Drama The fenquent viewing TV show type inTaiwan From 2012 to 2016 2012 2014 2016 • 依NCC資料分析顯示，台灣收視族群已收看新聞揭幕為主，2014-2016都超過50%，而收看娛樂節目依一直持較穩定狀態， • 韓劇則2016年13%超過本國電視11% 14 TT
- 15. Millenials’ TV watching habits online Millennials are shaping the future of TV. The Millennials are coming! Millenials =age 18-34
- 16. Millennials’ viewing behavior Source: The Nielson company 2016, Presented by Solver Huang 2018 TV 66% PC 8% Smartphone 2% Tablet 1% Video time on device 45% 51% 46% 38% 34% 33% 24% 17% 23% 24% 28% 35% age -17 age 18-24 age 25-35 age 36-44 age 45-54 age 55- Ok with Ads if content is FREE agree disagree 80% 51% 46% 38% 79% 17% 23% 24% 77% 77% 77% 77% ADS are necessary Only if content is FREE Ads don't bother me No Ads under any circumstances Are Ads necessary? Age 13-17 Age 18-34 Age 35- TV connected device 23% 根據尼爾森2016年調查報告顯示，在免付費節目中插播 廣告接受度高，千禧世代與X世代有將近84%可接受. 表 示未來在進行收入規劃時，廣告收益可為評估項目之一 16 TT
- 17. Source Perennial Millennials: Pay TV Under Threat? Maria Palm and Martin Pilkington London 2016, Presented by Solver Huang 2018 24% 17% 16% 8% 8% 7% 7% 6% 4% 0% 5% 10% 15% 20% 25% 30% Ability to watch videos whenever Access to content that is not avaiable on TV Ability to watch all ep in one single sitting Fewer advertisement Less expensive thhan cable/satellite Flexibility to watch video on all device Easier to use than TV Easier to find content that I like via search and… Ability to watch video outside my home Millennials' top reason for subscribing to OTT service Why Millennials Subscribe OTT Service 17 TT
- 18. Source: Prosper Insights & Analytics for the Media Behavior and Influence Study, Presented by Solver Huang 2018 15% 11% 8% 2% 44% 38% 38% 16% 32% 25% 19% 7% Text Messaging Social Media Instant Messaging Blogging SOCIAL AND CONNECTED How do you communicate with others about a service, product, or a brand? Boomers Millennials Gen X 18% 10% 17% 23% 16% 38% 45% 44% 37% 50% 26% 31% 33% 35% 27% Watch TV online IM/Chat Download Music/Video Use Social Media Play Video Game NATIVES THE FIRST DIGITAL Which online activities do you regularly do for fun and entertainment? Boomers Millennials Gen X • THE FIRST DIGITAL NATIVES：Millennials have grown up with the internet and smart phones in an always-on digital world. • SOCIAL AND CONNECTED： The online world - and social media in particular - have given the Millennials a platform to reach the world. Millennials’ viewing behavior 18 TT
- 19. •千禧世代(Y-Gen)比X-Gen更願意接受OTT服務 •大部分千禧世代同時使用付費電視及 OTT服務，但有超過一半表示未來會取消付 費電視以降低支出 •對小而美的OTT服務套裝表示強烈興趣 •傳統媒體需要快速改變策略以適應新的產業環境 •足夠創新節目題材更能吸引千禧族群 •儘管千禧世代改變收視習慣，但是節目為王，必備的節目仍足以吸引千禧世代， 端看經營者如何統整包裝 19 TT On Millennials’ viewing Perspective
- 20. All Generation are Welcome OTT Worldwide Resoure Gfk MRI Cord Evolution study 2017, S&P Market, Presented by Solver Huang 2018 20 TT Aged 50-64 Traditional TV Viewers Having been increase in online video consumption at aged 50-64 45% Having been increase in online video consumption at aged 65+ 36% TV is anything you watch on TV set 43% TV is anything you watch on TV set 50% 43% The average age of CORD CUTTERS in US 34% The average age of CORD NEVER in US TV set is anything you ALSO can view on ANY 29% 13% 13% 12% 15% 0% 10% 20% Italy UK(older) South Korea China(younger) Have cut the cord
- 21. OTT Viewer willing to pay 願意 價格便宜 43%願意 節目夠好 40% 不願意 15% 其他 2% OTT收視族群願意付費分析 74% 13% 6% 4% 1% 2% 0元 199元以下 200-299元 300-399元 400-499元 500元以上 OTT使用者付費狀況 (元/月) 60% 27% 10% 2% 1% 199以下 200-299 300-399 400-499 500以上 收視族群使用OTT願意支付金 額(元/月) 83% • 台灣OTT收視族群中沒有付費者高達74%，顯示目前市面電視盒或網路收看無收費或盜版嚴重。將為未來OTT收費模式增加障礙。 • 惟該族群中仍有83%願意支付費用，惟支付金額低於300元以下佔有87%，顯示未來若以會員收費模式為主要營收將會造成收支失 衡，應改以其他模式如廣告作為主要收入來源 Resoure from Taiwan OVO 2016, Presented by Solver Huang 2018 74% 87% 21 TT
- 22. Willing to pay will Impact Business 60% 27% 10% 2% 1% 199以下元/月 200-299元/月 300-399元/月 400-499元/月 500以上元/月 收視族群使用OTT每月願意支付金額 28% 21% 21% 15% 15% 每月支付500元以上 每月支付300-499元 一直沒訂 這兩年停止訂閱 每月支付299元以下 CATV or MOD Subscription Status • 台灣收視族群沒使用CATV或MOD服務者高達36%，推估已轉使用其他類似OTT的服務，抑或可為OTT推廣之潛在目標對象 • 依願意付費狀況顯示87%收視戶同意低於300元/月使用OTT，表示部分收視族群對使用OTT服務如MOD需求有增大的趨勢 Resoure from Taiwan OVO 2016, Presented by Solver Huang 2018 22 TT
- 23. Preferred TV Show Types in Taiwan Resoure 影視廣播產業趨勢研究調查報告-電視產業 2016, Taiwan OVO 2016, Presented by Solver Huang 2018 27% 19% 13% 20% 9% 7% 2% 3% 3% 7% 26% 24% 41% 6% 4% 3% 2% 1% News Movies Entertainment TV Serials Talk/Political Show Travel Family Children Sports Business Preferred TV show types in Taiwan by sources TV IPTV/OTT 88% 41% 17% 12% 7% 7% 6% 5% 5% You Tube iQIYI LiTV Netflix MOD ELTA OTT FriDay KKTV MyVideo The Frequent viewing OTT Platform 23 TT
- 24. Major OTT Players in Taiwan 24 TT
- 25. OTT Competitors Analysis in Taiwan • Competitors Marketing Strategy • Competitor is losing in the new Media Era Competition 25 TT
- 26. OTT are in a Tight Corner in Taiwan •Small Industry scope •Content •Bandwidth for OTT subscribers •Illegal copies •Operation cost •Monetization model •Policy and regulation 26 TT
- 27. KSF of OTT Business Analysis Part 3
- 28. Are we talking about OVER the Top ? 28 TT
- 29. Now review YOUR business DNA (core competency) and then develop YOUR business strategy.
- 30. Review YOUR OTT business Model Key Activities • Membership management and Royal program Key Partener • Platform • Content suppliers partener • Others, etc. Cost Structure • Operation cost • Installation and maintanance of devices Revenue Streams • Predicated revenues from Short and long term subscribers, • Other revenues, etc. Key Resources • Power of Operation management • Execution • Innovation, Tech, HR, etc Value Proposition Customer Relationships • Royal program or • long term agreement solution , etc Channels • Devices • Cross platform • Distribution, etc Customer Segments • General viewer • millenials • X gen • Others, etc 30 TT Presented by Solver Huang 2018
- 31. Making YOUR own SWOT analysis 31 TT Build Invest Monitor Shore Up
- 32. Making YOUR own SWOT analysis 32 TT Internal analysis External analysis Executive Board Employees Customers Goal vs. KPIs Megatrends Industry overview Market Status Competitors
- 33. Start up into Marketing Strategy 33 TT
- 34. Definitionand took up Position CONTENT TV SERVICE BROADCASTER INTERGRATION PROTECTION DEVICE PLATFORM AUDIENCE To define the OTT service chain! Can build up your own value chain? 34 TT
- 35. OTT Business Placement in Taiwan SHARING Economy MEMBERSHIP economy PLATFORM Economy FREE economy FREE SHARING 35 TT Presented by Solver Huang 2018
- 36. Concept of OTT Sharing Platform Infotainment Lifestyle Leisure Health Travel Shopping O2O News Movies Entertainment Family Children Sports Information Technology Business Across Members Sharing Platform Sharing Content Sharing 36 TT Presented by Solver Huang 2018
- 37. OTT TECH and Usage 37 TT
- 38. Integration and Choosing the Right Partner Content Provider TECH Provider All Devices Platform Viewer membership • 節目供應商發展OTT事業須先跨足技術層面，因此在服務供應鏈上產生缺口，若自行組建技術團隊需挹注更多資源， • 技術型經營者，無法掌握片源，自製原創節目非其強項，且又無其他銷售通路時， Strategic Alliance 38 TT Content Provider TECH Provider
- 39. Marketing Strategy Content Strategy Distribution Strategy Monetization Model • Across platform and fit to all screen size • Smart TV for sharing viewing • Smartphone for viewing long term content • Tablet for portable screen • PC for watching alone • Others, etc. • Types of content • Who is target audience • Quantity and quality of content • Budget • Licensed programs, original, live, etc. • Content for target audience • Others, etc. • Social media like FB , YouTube, etc. • Targeting advertising • e commerce • Traditional promotion like TV, on air, etc • Internet Ads. • Others, etc Different Strategies to Approach Viewers Resoure Brightcove Inc 2016, presented by Solver Huang • Freemium and subscription, VOD PPV, etc • Free, Ad based business • Free branding content, etc. • Live PPV, download, etc. • Numbers of membership • Price strategy • Others, etc 39 TT
- 40. Choosing OTT Monetization Model Subscription Monthly Fee Pay per View Advertising E commerce TV BOX SALE Company must make a big investment to get a critical mass of content Flame out without mass of content There is way out to exchange your subscribers with the members of Ecommerce platform Depend on the numbers of your subscribers Depends on how much good or unique video you have, that’s could attract the subscribers to make order Depend on the numbers of your subscribers 40 TT Presented by Solver Huang 2018
- 41. Choosing OTT Advertising Model 41 TT Presented by Solver Huang 2018
- 42. OTT Content Strategies 42 TT Presented by Solver Huang 2018 Who will win the battle with ORIGNAL CONTENT Content Protection Across different screen 3 Key content to win the battle with ORIGNAL CONTENT SPORT right
- 43. Tech MIS Designer Art , etc TEAM Management Information System SUPPORT Analysis Marketing Tool to Approach Viewers 43 TT
- 44. Gain MembersHow Who Content editor Gain Members Royal Program MGM Program Sharing MGM Sharing Sharing Some Marketing Concept to Share 44 TT Presented by Solver Huang 2018
- 45. Original Content on YouTube Live Tuber Establish YouTube brand Content editor Royal Program Benefit package MGM Program Introduce bonus Sharing Be liked Be shared Sharing Promotional packages Program introduction 45 TT Presented by Solver Huang 2018
- 46. Early stage (Start up) Branding for members Growth stage subscription members royal Branding Tell from the difference Ux WOM STORY FOR Word of mouth marketing Easy to Subscribe Repurchase Rate Perceived (First touch) Intention Desire (willing to buy) Motivation Attention (differentiation) Behavior Action (bought) SharingExperience The First Contact with Your OTT Presented by Solver Huang 2018 46 TT
- 47. Start up Me too Unique The Content Strategy to Membership 47 TT Presented by Solver Huang 2018
- 49. VISION & RESOURCES TARGET & MARKETING CONTENT & TECH PLAN & MANAGEMENT CONCLUSION • 經營OTT事業涵蓋技術、電商、會員…等要素，事業體須先以其中一種為 為發展核心 • 現有經營資源評估與投入須先進行各項市場評估與競爭能力考量，在進行 短中長期之營運效益規劃 • OTT產業應以節目內容為主要核心要素，目前技術普遍提升，共用平台、 軟體、電視盒、APP…等應用軟體也隨處可得 • 綜合性跨屏幕是必備之營運設備 • OTT收視群涵蓋各年齡層，依本研究綜合各項數據顯示，年輕族群主要收視群，其中千 禧世代、X世標誌不同的收視習慣，應取不同行銷策略、管道與工具 • 行銷策略主要為經營會員，因此針對會員管理與發展更顯重要 • OTT 涵蓋各種經濟模式，平台經濟、會員經濟、分享經濟、共享經濟…等 • 任何新啟動事業最重要是詳盡的營運計畫，涉及成敗關鍵 • 計畫最終反映在營利上，因此營運最終成敗關鍵因素為人的領導與執行管 理。 49 TT
- 51. Presented By Solver Huang 黃泓琳 2018 solver.huang@gmail.com