Conference Television as Business Kiev Media Week Kiev, 15 September 2011 The internet impact on future TV exploitation By...
Two questions  for the  Very Near Future… <ul><li>Will internet video watching take over watching TV programs? </li></ul><...
TV …  every thing is about content, but … Game   Console Mobile PC
Computer: Use is  shifting upwards Live TV Long form On demand TV Short form Video Communication Social media …  but there...
TV:  use is  shifting downwards Live TV Long form On demand TV Short form Video Communication Social media Live TV Long fo...
Mobile: Use is  shifting upwards Live TV Long form On demand TV Short form Video Communication Social media Live TV Long f...
3 Screens : same content  - different use Live TV Long form On demand TV Short form Video Communication Social media Live ...
The confrontation is at the meeting point Live TV Long form On demand TV Short form Video Communication Social media Live ...
<ul><li>So how will this develop? </li></ul><ul><li>The Dutch case </li></ul><ul><li>The Netherlands are an example, becau...
Total Internet Time per day (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands)
Shares in media use Source: SPOT Time Budget Survey, 2010 (The Netherlands) Total media use: 5¾  hrs per day.
Source: SPOT Time Budget Survey, 2010 (The Netherlands) Total media use: 5¾  hrs per day. Shares in media use
Classic Internet Use does not grow anymore … (minutes per day) e-mail Source: SPOT Time Budget Survey, 2010 (The Netherlan...
(minutes per day)  Source: SPOT Time Budget Survey, 2010 (The Netherlands) Classic Internet Use does not grow anymore … ga...
(minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) Classic Internet Use does not grow anymore … sur...
(minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) New Internet Use grows … Social media
(minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) NA NA New Internet Use grows … watching video vi...
Source: Eurodata +6   min +4 min Increasing Television  Viewing Time New Internet Use grows …, but it does not replace TV
<ul><li>People love live TV </li></ul><ul><li>Feeling of now and here  creates a unique satisfaction </li></ul>
<ul><li>So </li></ul><ul><li>Watching video on internet  is increasing </li></ul><ul><li>but </li></ul><ul><li>it does  no...
Resistance against innovation <ul><li>‘ New markets are too small’  (for big companies) </li></ul><ul><li>‘ The new market...
<ul><li>Without cannibalization  </li></ul><ul><li>there is no growth </li></ul>
 
Bob Iger, CEO Disney: The new strategy will put Disney in   competition with some of its own distributors,  Mr. Iger said....
<ul><li>7 ways of how Internet can add  to TV exploitation </li></ul>
Higher ratings… <ul><li>Internet is a marketing instrument.  Watching a program on the internet attracts people  to watch ...
Higher involvement… <ul><li>Internet creates more fun.  </li></ul><ul><li>Use of the 2nd screen  creates attention and loy...
Wider distribution of programs… <ul><li>Internet is a new outlet for TV programs,  it recycles TV programs. </li></ul>3
On top of… <ul><li>If old school TV watching remains strong,  internet sales means an increase of income  ‘on top of’. </l...
New clients … <ul><li>Some advertising markets are closer to internet. TV is oriented on FMCG. Internet is closer to  auto...
More advertising income … <ul><li>Expansion of sponsoring  to two platforms  </li></ul><ul><li>Interaction between TV and ...
<ul><li>If internet video watching develops into the direction  of TV viewing,  you can add more ads </li></ul>7 More ads…
Watching Internet   shows the same  daily pattern as Watching TV TV Viewing via Internet TV Viewing on TV Set Time of the ...
 
The streaming-video site for the CW network  last year  upped its ad load close to matching the number of ads shown on TV ...
Higher ratings  Higher involvement Wider distribution  On top of New clients More income More ads <ul><li>Internet TV  is ...
Thank you! [email_address] www.gfk.com www.intomartgfk.nl
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Paul van Niekerk - The internet impact on future TV exploitation

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Paul van Niekerk - The internet impact on future TV exploitation

  1. 1. Conference Television as Business Kiev Media Week Kiev, 15 September 2011 The internet impact on future TV exploitation By Paul van Niekerk Director Media Research Intomart GfK The Netherlands
  2. 2. Two questions for the Very Near Future… <ul><li>Will internet video watching take over watching TV programs? </li></ul><ul><li>What is the impact on future TV exploitation? </li></ul>
  3. 3. TV … every thing is about content, but … Game Console Mobile PC
  4. 4. Computer: Use is shifting upwards Live TV Long form On demand TV Short form Video Communication Social media … but there is a shift in use …
  5. 5. TV: use is shifting downwards Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media … but there is a shift in use …
  6. 6. Mobile: Use is shifting upwards Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media Mobile … but there is a shift in use …
  7. 7. 3 Screens : same content - different use Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media … but there is a shift in use …
  8. 8. The confrontation is at the meeting point Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media Live TV Long form On demand TV Short form Video Communication Social media How will this develop?
  9. 9. <ul><li>So how will this develop? </li></ul><ul><li>The Dutch case </li></ul><ul><li>The Netherlands are an example, because of their high internet penetration. Total internet in home : 87% Broadband internet : 69% </li></ul><ul><li>Here are some figures based on a Time Budget Survey, commissioned by the TV Industry. </li></ul>
  10. 10. Total Internet Time per day (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands)
  11. 11. Shares in media use Source: SPOT Time Budget Survey, 2010 (The Netherlands) Total media use: 5¾ hrs per day.
  12. 12. Source: SPOT Time Budget Survey, 2010 (The Netherlands) Total media use: 5¾ hrs per day. Shares in media use
  13. 13. Classic Internet Use does not grow anymore … (minutes per day) e-mail Source: SPOT Time Budget Survey, 2010 (The Netherlands)
  14. 14. (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) Classic Internet Use does not grow anymore … gaming
  15. 15. (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) Classic Internet Use does not grow anymore … surfing the internet Shift to new internet use
  16. 16. (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) New Internet Use grows … Social media
  17. 17. (minutes per day) Source: SPOT Time Budget Survey, 2010 (The Netherlands) NA NA New Internet Use grows … watching video via internet
  18. 18. Source: Eurodata +6 min +4 min Increasing Television Viewing Time New Internet Use grows …, but it does not replace TV
  19. 19. <ul><li>People love live TV </li></ul><ul><li>Feeling of now and here creates a unique satisfaction </li></ul>
  20. 20. <ul><li>So </li></ul><ul><li>Watching video on internet is increasing </li></ul><ul><li>but </li></ul><ul><li>it does not replace watching TV </li></ul><ul><li>It is additional! </li></ul>
  21. 21. Resistance against innovation <ul><li>‘ New markets are too small’ (for big companies) </li></ul><ul><li>‘ The new markets will cannibalize our existing market’ </li></ul><ul><li>New markets can not be analyzed </li></ul><ul><li>-> </li></ul><ul><li>Companies invest in existing products </li></ul><ul><li>which might lead to increasing income </li></ul>However… See also http://www.thephoenixprinciple.com/blog/about-adam-hartung.html
  22. 22. <ul><li>Without cannibalization </li></ul><ul><li>there is no growth </li></ul>
  23. 24. Bob Iger, CEO Disney: The new strategy will put Disney in competition with some of its own distributors, Mr. Iger said. But he views competition among many distributors, such as Hulu, iTunes, Amazon and Netflix, as healthy. (…) “ When you are a content creator, the more distributors the merrier. It keeps them all honest.&quot;
  24. 25. <ul><li>7 ways of how Internet can add to TV exploitation </li></ul>
  25. 26. Higher ratings… <ul><li>Internet is a marketing instrument. Watching a program on the internet attracts people to watch a next time on TV. Internet is not just delayed viewing, it creates Future Reach! </li></ul>1
  26. 27. Higher involvement… <ul><li>Internet creates more fun. </li></ul><ul><li>Use of the 2nd screen creates attention and loyalty. </li></ul>2
  27. 28. Wider distribution of programs… <ul><li>Internet is a new outlet for TV programs, it recycles TV programs. </li></ul>3
  28. 29. On top of… <ul><li>If old school TV watching remains strong, internet sales means an increase of income ‘on top of’. </li></ul>4
  29. 30. New clients … <ul><li>Some advertising markets are closer to internet. TV is oriented on FMCG. Internet is closer to automotive, finance, telephone companies and durables </li></ul>5
  30. 31. More advertising income … <ul><li>Expansion of sponsoring to two platforms </li></ul><ul><li>Interaction between TV and internet delivers new opportunities for advertisers. </li></ul>6
  31. 32. <ul><li>If internet video watching develops into the direction of TV viewing, you can add more ads </li></ul>7 More ads…
  32. 33. Watching Internet shows the same daily pattern as Watching TV TV Viewing via Internet TV Viewing on TV Set Time of the day Source: SPOT Time Budget Survey, 2010 (The Netherlands) Reach TV Reach internet The use of video on TV and on Internet is very similar…
  33. 35. The streaming-video site for the CW network last year upped its ad load close to matching the number of ads shown on TV . Despite the increase in ads (…) the amount of time viewers spent watching online shows increased 175%.
  34. 36. Higher ratings Higher involvement Wider distribution On top of New clients More income More ads <ul><li>Internet TV is the basis for further growth </li></ul><ul><li>TV has a bright future </li></ul>
  35. 37. Thank you! [email_address] www.gfk.com www.intomartgfk.nl

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