Mobility is challenging the traditional one-size-fits-all model of television through new devices, individual viewing habits, and network competition. New devices like tablets and smartphones are being used for individual TV viewing rather than just as companion screens. Viewing is becoming more personalized as households have fewer people watching fewer channels. Network competition and potential cooperation between terrestrial wireless and cable operators could reshape content delivery. This mobility creates opportunities to better match media and analytics, rebuild communities around on-demand viewing, create seamless advertising, and shift from households to individual users and subscribers.

1. The challenge of
one-to-one media
IDATE Insight
Gilles FONTAINE
Deputy CEO, IDATE
20 November 2014
TV & Video facing Mobility

2. What does mobility have to do with TV?
Mobility as in…
new devices
Mobility as in…
individual consumers
Mobility as in…
network competition
and cooperation
TV then (and now…) The impacts of mobility
1
2
3
Group pastime
Dedicated networks
TV centric

3. Tablets, smartphones: More than just companion screens
1. The screens of choice for individual viewing
2. Advanced remote controls
3. Connected TV boxes
4. TV program interfaces
1. Mobility as in… new devices1

4. The end of one size fits all
2. Mobility as in…individual consumers2
> 1/3 of households have only one person
> US households watch 17 out of 189
available channels
> Netflix introduces pay per user
> US cable operators testing limited basic
package + HBO
Indivual subscribers
Targeted viewers
The
opportunity

5. The competion for terrestrial wireless distribution
3. Mobility as…network competition and cooperation3
The competition
scenario
DTT drives hybrid and TV
everywhere
LTE drives broadcast
and triple play
The cooperation
scenario
Hybrid DTT-LTE
transmission systems
The convergence
scenario
A unified broadcast /
unicast network

6. Matching the power of
media with the accuracy
of the Internet
1. Making TV ratings in line with
standards of Web analytics
2. Rebuilding the community
around on-demand viewing
3. Creating seamless advertising
from TV commercials and banners
for e-commerce
4. Changing from a market of
households to a market of
individuals
Solving the “one-to-one media” oxymoron
The three TV/video market development scenarios applied to the US (billion €)
Source: IDATE, Future TV 2025, July 2014
10
15
20
2014e '15 '16 '17 '18 '19 '20 '21 '22 '23 '24 '25
Business as usual Commoditization The new golden age
New transactional products
(SVOD, EST) bolster the market
Linear TV advertising provides targeting tools
and video becomes the main beneficiary of
online ads
Piracy continues, free legal products
cannibalise the paid market
Products gradually lose their
relevance
TV advertising finds itself on the losing side
of advertisers’ spending choices