Ovum Presentation on Defining and Sizing the Media Logistics Market
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Ovum Presentation on Defining and Sizing the Media Logistics Market
- 1. © Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.1 A market whose time has come: the Media Logistics Platform Why the complexities of multi-screen, mass personalized video services demand cloud platforms to manage newly complex content workflows and supply chains March 2013 Adrian Drury / Lead Analyst, Media & Broadcast Ovum
- 2. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.2 Catalyst for MLP: Viewing of premium on-demand and simulcast content on non-traditional platforms is growing rapidly
- 3. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.3 Catalyst for MLP: New market entrants driving any time, any screen, inherently non-linear personalized services into the market
- 4. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.4 Competitive response has driven (relative) maturity in the Online Video Platform market
- 5. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.5 BUT: while the service delivery platform is maturing, the supply chain is broken Lack of file format standardization Workflows, that while now file based, still engineered for tape Legacy broadcast vendors still interoperating poorly Systems duplications Process duplication
- 6. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.6 Creates need for modular platforms and services to help media companies manage this complexity
- 7. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.7 Key attributes of an MLP INGEST Management Asset management Metadata translation and management Packaging and delivery Collaboration Automation Content and workflow analytics Modularity and Configurability
- 8. © Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.8 TAM: Media Logistics Platforms for premium media segments (broadcast, studios, and music) in 2014 to be $109.9m, and to grow at a CAGR of 37.9% to reach $397.8m in 2018
- 9. © Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.9 TAM: Media Logistics Platforms for the brand segment (retail, FMCG, auto, pharma, and financial services) in 2014 to be $177.6m, and to grow at a CAGR of 30.0% to reach $507.2m in 2018.
- 10. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.10 Summary & key messages • Mass personalization at scale has created a market for platforms to deliver these services, the OVP market • As the market is scaling the choke point has become traditional, tape-era systems and processes for media management, making it challenging to manage file format and platform fragmentation • The need for platforms to manage the logistics and staging of media before transfer to service platforms created a new market segment that we define as the Media Logistics Platform (MLP). • Just as the OVP market has seen rapid growth and an accelerated journey to maturity, so the MLP market is now set for growth • Drivers of growth will be the growth of multi-screen video, the growing complexity of media management, and maturing technology and platform strategy in the sector • Media companies are not the only applicable market for MLPs. Brands face the same challenges and have the same needs.
- 11. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.11 Q&A
Editor's Notes
- Combdining panel and one on one data
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- High rate of innovation in sports media. The art of the possible is being redefined every season, from advanced, game sync’d, companion application services to advanced companion player cam modes, personalized highlights packages, and early tests of 4K live production. Athletes are constantly striving for the small incremental improvements that make the difference between anonymity and a podium finish, and leading teams, federations, franchises, and their broadcast partners are doing the same with their fan services – in MLB, the EPL, the NFL, and the IOC, and even in "new" sports media markets such as high-school football.
- High rate of innovation in sports media. The art of the possible is being redefined every season, from advanced, game sync’d, companion application services to advanced companion player cam modes, personalized highlights packages, and early tests of 4K live production. Athletes are constantly striving for the small incremental improvements that make the difference between anonymity and a podium finish, and leading teams, federations, franchises, and their broadcast partners are doing the same with their fan services – in MLB, the EPL, the NFL, and the IOC, and even in "new" sports media markets such as high-school football.
- The media market is moving toward a model of mass personalization at scale, and this has driven investment in developing platforms to deliver personalized media services, as well as creating a market segment of hosted platforms to deliver these services, OVP However, the growing maturity and audience volume of and revenue yields from these multi-screen services are exposing the failings of traditional systems and processes for media management and logistics, and these are becoming a choke point for the growth of multi-screen services as all parties in the media supply chain wrestle with the complexity of format and platform fragmentation. The need for platforms to manage the logistics and staging of media before transfer to service platforms has created a new market segment that we define as the Media Logistics Platform (MLP). Just as the OVP market has seen rapid growth and an accelerated journey to maturity, so the MLP market is now set for growth, as premium media companies look to solve the media management and logistics challenges that are today acting as an impediment to growth. The core drivers of growth will be the growth of multi-screen media end markets, the increasing complexity of media management, and the increasing maturity of technology and platform strategy at media companies. Media companies are not the only applicable market for MLPs. As brands are increasingly becoming their own studios and content service providers, they too have a need for platforms to help them manage their own media.