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Accelerated
change
Turning the digital revolution into
an opportunity for the media industry
Eric Hazan
Paris, April 25th
Forum des medias
Sino-Français 2013
McKinsey & Company |
7%
2001
43%
45%
5%
Newspapers
Radio
TV
Internet
2012
5%
33%
44%
18%
Average time spent per day on TV,
Internet, Radio and Newspapers
4x
time spent on
the Internet
between 2001
and 2012
The media industry is going through major changes
1
McKinsey & Company |
Net advertising revenue
8%
7%
11%
32%
26%
2006
12%
19%
13%
34%
15%
Outdoor
Magazines
Newspapers
14%
Radio
TV
Internet
2012
11%
2
2x
Internet
advertising
revenue
between
2006 and
2012
The media industry is going through major changes
McKinsey & Company |
Adopting a diversified
business model
Developing multi
access digital
Adjusting costs
You have the opportunity to be a groundbreaking actor towards
a new stable media business model
3
McKinsey & Company |
Top iConsumer Trends for 2012
2012
Mobile
Tablets
PC
4
Touch Here
A new order in devices
1
McKinsey & Company |
Top iConsumer Trends for 2012
x2growth in
applications
use in 4 years
5
Planet of the Apps
New modes for content and media consumption
2
McKinsey & Company |
Top iConsumer Trends for 2012
2012
6
Social Saturation
Platform shifts, monetization challenges
3
Other
internet
Social
McKinsey & Company |
Top iConsumer Trends for 2012
Digital is now the most
influential touch point for
all product categories for
12% to 29%
of the connected
population, depending
on the category
7
Retail 3.0
New advertising challenge for media
4
McKinsey & Company |
Top iConsumer Trends for 2012
2012
Mobile
data
Mobile
voice
88
Communications breakdown
Voice to all-data drives media consumption
5
McKinsey & Company |
2012
Top iConsumer Trends for 2012
99
YouVideo
Rise of user-controlled programming and distribution
6
DVD,
VOD,
OTT
Linear TV
McKinsey & Company |
4 distinct profiles rising from data and voice usage!
Minutes of usage per day
Mobile voice usage
1 10 100 1,000
1
10
100
1,000
Omnivores
1
10%
of total respondents
Mobile data usage
Selective users:
“entertainers” + “practicals”
2 3 25%
of total respondents
Traditionalists4 65%
of total respondents
1010
McKinsey & Company |
65
100%
Practicals +
Entertainers +
Omnivores
Traditionalists
Share of data
usage
(Volume of Data)
95
5
Share of
population
35
2 segments representing only 35% of people consume almost all dataSelective
users
1111
Key segment characteristics
Share of usage, percent
McKinsey & Company |
Online subscription
€ / Month
10x
more eager
to pay
Omnivores tend to spend more
than their counterparts
12
Omnivores 10.7
Practicals 4.0
Entertainers 8.9
Traditionalists 1.1
Online magazine subscription
Digital reader newspaper subscription
Online newspaper subscription
McKinsey & Company |
Omnivores are willing to pay more for more qualitative content
13
Willingness to pay for additional service
Share of respondents, percent
3x
more time
spent on
online media
than others
Omnivores 28
Entertainers 22
Practicals 11
Traditionalists 3
McKinsey & Company |
Video is the fastest growing premium ad format
ENTERTAINMENT
Interactive multimedia
experience
ADVERTISING
The next frontier for
premium advertisers+
PUBLISHERS WITHOUT VIDEO INVENTORY
will be less competitive on drawing cross
platform spending
Online
1414
McKinsey & Company |
Video traffic and advertising spend go digital
EUROPE EXAMPLE
2016
11,042
2013
4,947
2011
2,290 660
2016
2,564
2013
1,211
2011
Digital video traffic
2011-16e, petabyte per month
Digital video advertising spend
EUR millions, 2011-16e
x6growth x4growth
1515
McKinsey & Company |
US is still leading the OTT wave, but Europe is catching up and OTT
consumption continues to grow
32% 22% 20%29%
PENETRATION RATE OF OTT SERVICES
1616
McKinsey & Company |
OTT viewing has shifted away from PCs to tablets and mobile devices
17
OTT/streaming share across screens
Index, 2009 = 100
From
6% to
20%
in 4 years
only
100
6%
71%
23%
Mobile + tablet
PC
TV
20122009
181
20%
88%
74%
McKinsey & Company |
Mobile data usage is rapidly growing, driven largely by mobile video
18
US consumer data usage
Average MB per month of mobile data
x5
between
2008 and
2013
2013
1,959
2008
441
2 GB
Email
Web
Audio
Video
1 GB
Typicalusagetoday
McKinsey & Company | 19
Use your
content and
audience
to drive sales
for others
Create deep
partnerships
with e-commerce
players
SOURCE: McKinsey's Next Generation Media
Catalog the
taste and
preference of
the audience
Elicit and
capture
consumers’
signals of intent
Create
commerce-
friendly touch
points
We’re all in the lead generation business now!
McKinsey & Company | 20
www.cmsoforum.mckinsey.com
WWW
@McK_CMSOForum
www.youtube.com/McKinseyCMSOforum
marketingandsales@mckinsey.com
Eric Hazan
Eric_Hazan@mckinsey.com
@eric5555
http://www.slideshare.net/McK_CMSOForum

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Digital revolution: Six trends for the media industry

  • 1. Accelerated change Turning the digital revolution into an opportunity for the media industry Eric Hazan Paris, April 25th Forum des medias Sino-Français 2013
  • 2. McKinsey & Company | 7% 2001 43% 45% 5% Newspapers Radio TV Internet 2012 5% 33% 44% 18% Average time spent per day on TV, Internet, Radio and Newspapers 4x time spent on the Internet between 2001 and 2012 The media industry is going through major changes 1
  • 3. McKinsey & Company | Net advertising revenue 8% 7% 11% 32% 26% 2006 12% 19% 13% 34% 15% Outdoor Magazines Newspapers 14% Radio TV Internet 2012 11% 2 2x Internet advertising revenue between 2006 and 2012 The media industry is going through major changes
  • 4. McKinsey & Company | Adopting a diversified business model Developing multi access digital Adjusting costs You have the opportunity to be a groundbreaking actor towards a new stable media business model 3
  • 5. McKinsey & Company | Top iConsumer Trends for 2012 2012 Mobile Tablets PC 4 Touch Here A new order in devices 1
  • 6. McKinsey & Company | Top iConsumer Trends for 2012 x2growth in applications use in 4 years 5 Planet of the Apps New modes for content and media consumption 2
  • 7. McKinsey & Company | Top iConsumer Trends for 2012 2012 6 Social Saturation Platform shifts, monetization challenges 3 Other internet Social
  • 8. McKinsey & Company | Top iConsumer Trends for 2012 Digital is now the most influential touch point for all product categories for 12% to 29% of the connected population, depending on the category 7 Retail 3.0 New advertising challenge for media 4
  • 9. McKinsey & Company | Top iConsumer Trends for 2012 2012 Mobile data Mobile voice 88 Communications breakdown Voice to all-data drives media consumption 5
  • 10. McKinsey & Company | 2012 Top iConsumer Trends for 2012 99 YouVideo Rise of user-controlled programming and distribution 6 DVD, VOD, OTT Linear TV
  • 11. McKinsey & Company | 4 distinct profiles rising from data and voice usage! Minutes of usage per day Mobile voice usage 1 10 100 1,000 1 10 100 1,000 Omnivores 1 10% of total respondents Mobile data usage Selective users: “entertainers” + “practicals” 2 3 25% of total respondents Traditionalists4 65% of total respondents 1010
  • 12. McKinsey & Company | 65 100% Practicals + Entertainers + Omnivores Traditionalists Share of data usage (Volume of Data) 95 5 Share of population 35 2 segments representing only 35% of people consume almost all dataSelective users 1111 Key segment characteristics Share of usage, percent
  • 13. McKinsey & Company | Online subscription € / Month 10x more eager to pay Omnivores tend to spend more than their counterparts 12 Omnivores 10.7 Practicals 4.0 Entertainers 8.9 Traditionalists 1.1 Online magazine subscription Digital reader newspaper subscription Online newspaper subscription
  • 14. McKinsey & Company | Omnivores are willing to pay more for more qualitative content 13 Willingness to pay for additional service Share of respondents, percent 3x more time spent on online media than others Omnivores 28 Entertainers 22 Practicals 11 Traditionalists 3
  • 15. McKinsey & Company | Video is the fastest growing premium ad format ENTERTAINMENT Interactive multimedia experience ADVERTISING The next frontier for premium advertisers+ PUBLISHERS WITHOUT VIDEO INVENTORY will be less competitive on drawing cross platform spending Online 1414
  • 16. McKinsey & Company | Video traffic and advertising spend go digital EUROPE EXAMPLE 2016 11,042 2013 4,947 2011 2,290 660 2016 2,564 2013 1,211 2011 Digital video traffic 2011-16e, petabyte per month Digital video advertising spend EUR millions, 2011-16e x6growth x4growth 1515
  • 17. McKinsey & Company | US is still leading the OTT wave, but Europe is catching up and OTT consumption continues to grow 32% 22% 20%29% PENETRATION RATE OF OTT SERVICES 1616
  • 18. McKinsey & Company | OTT viewing has shifted away from PCs to tablets and mobile devices 17 OTT/streaming share across screens Index, 2009 = 100 From 6% to 20% in 4 years only 100 6% 71% 23% Mobile + tablet PC TV 20122009 181 20% 88% 74%
  • 19. McKinsey & Company | Mobile data usage is rapidly growing, driven largely by mobile video 18 US consumer data usage Average MB per month of mobile data x5 between 2008 and 2013 2013 1,959 2008 441 2 GB Email Web Audio Video 1 GB Typicalusagetoday
  • 20. McKinsey & Company | 19 Use your content and audience to drive sales for others Create deep partnerships with e-commerce players SOURCE: McKinsey's Next Generation Media Catalog the taste and preference of the audience Elicit and capture consumers’ signals of intent Create commerce- friendly touch points We’re all in the lead generation business now!
  • 21. McKinsey & Company | 20 www.cmsoforum.mckinsey.com WWW @McK_CMSOForum www.youtube.com/McKinseyCMSOforum marketingandsales@mckinsey.com Eric Hazan Eric_Hazan@mckinsey.com @eric5555 http://www.slideshare.net/McK_CMSOForum