Multi-screen video: a game-changing phenomenon
Multi-screen TV and video is a significant phenomenon that has far-reaching consequences for a variety of stakeholders across different sectors. In many ways, it is a sign of the times, underlining the considerable shifts in the way consumers view TV/video – on demand, on the move and on different screens around the home. It also signals the dissolution of the traditional delivery stovepipes, and the accompanying disruptive impact on business models. The emergence of this new multi-screen environment sees competition coming from many directions as pay-TV operators increasingly turn to mobile and broadband channels, as telcos embrace IPTV and mobile TV, and as adjacent players aggressively develop content ecosystems across the TV, the PC, and mobile devices.
Executive summary
In a nutshell
Ovum view
Key messages
The multi-screen environment is complex for suppliers…
…and also for consumers
Consumers’ consumption of video content is changing
The impact of smart mobile devices: powerful and disruptive
Content remains king, but the throne is up for grabs
Multi-screen generates data volumes: a challenge and an opportunity
One-stop shop service providers have a prime opportunity, but watch out for the adjacents
Recommendations
Multi-screen should be central to telcos’ development of consumer broadband strategies
Owning exclusive content puts players in a prime position
Content leadership comes at a heavy price, but there are opportunities for less costly innovation
Telcos need to recognize the increasing competitive threats from a number of directions
Look for adjacent partners that bring further value
What is multi-screen?
A new three-screen environment
Traditionally built on stovepipe platforms
Approaches to three-screen: a complex environment
Multi-platform content
Back-end efficiency
Three-screen integration
Anytime, anywhere: consumers increasingly want three-screen
User-friendly devices and compelling content is a potent mix
Multi-screen is gaining traction among consumers
Premium and popular content: available across multiple platforms
Multi-room is a driver for multi-screen
Mobile TV is not just about short-form content
Bringing the Web to the TV
A level playing field: competitors are converging
Multi-screen components
A common goal: revenue growth and differentiation
Still early days for telcos chasing content and advertising revenues
Multi-screen is making it harder to differentiate
Multiple business drivers
Different players will have a different set of drivers
Expanding content reach
Growing subscription revenue
Driving subscribers to higher data plans
Increasing customer value
The branded device lock-in
New revenue streams
Developing advanced advertising solutions
Telcos face an uphill battle; only a handful are making headway
Success in multi-screen: critical factors
Content and effective delivery: the key foundations
Orange heads resolutely down the content path
But there could be a shelf-life on exclusivity
Effective partner ecosystems and time to market are becoming more critical
Partnerships for new platforms and audiences
Making the most of customer relationships (and data)
Verizon acts on social media feedback
Content portability across devices
Experience should be optimized, not standardized
Providing a seamless content experience across devices
High-spec TV
Player positioning: current and future
Beware too much categorization
Telcos tend to be more evenly balanced across all three channels
Adjacent players tend to be stronger on technical sophistication
Multi-screen potential: IP enablement is leading to a much more open market
A narrow window of opportunity to leverage network strengths
The quality of web-delivered content is improving
Service providers are banking on the “one-stop shop”
Digital home ownership
It’s the right line….
….but adjacent players are also moving towards unification
Sony: putting the pieces together
In a nutshell
Ovum view
Key messages
The multi-screen environment is complex for suppliers…
…and also for consumers
Consumers’ consumption of video content is changing
The impact of smart mobile devices: powerful and disruptive
Content remains king, but the throne is up for grabs
Multi-screen generates data volumes: a challenge and an opportunity
One-stop shop service providers have a prime opportunity, but watch out for the adjacents
Recommendations
Multi-screen should be central to telcos’ development of consumer broadband strategies
Owning exclusive content puts players in a prime position
Content leadership comes at a heavy price, but there are opportunities for less costly innovation
Telcos need to recognize the increasing competitive threats from a number of directions
Look for adjacent partners that bring further value
What is multi-screen?
A new three-screen environment
Traditionally built on stovepipe platforms
Approaches to three-screen: a complex environment
Multi-platform content
Back-end efficiency
Three-screen integration
Anytime, anywhere: consumers increasingly want three-screen
User-friendly devices and compelling content is a potent mix
Multi-screen is gaining traction among consumers
Premium and popular content: available across multiple platforms
Multi-room is a driver for multi-screen
Mobile TV is not just about short-form content
Bringing the Web to the TV
A level playing field: competitors are converging
Multi-screen components
A common goal: revenue growth and differentiation
Still early days for telcos chasing content and advertising revenues
Multi-screen is making it harder to differentiate
Multiple business drivers
Different players will have a different set of drivers
Expanding content reach
Growing subscription revenue
Driving subscribers to higher data plans
Increasing customer value
The branded device lock-in
New revenue streams
Developing advanced advertising solutions
Telcos face an uphill battle; only a handful are making headway
Success in multi-screen: critical factors
Content and effective delivery: the key foundations
Orange heads resolutely down the content path
But there could be a shelf-life on exclusivity
Effective partner ecosystems and time to market are becoming more critical
Partnerships for new platforms and audiences
Making the most of customer relationships (and data)
Verizon acts on social media feedback
Content portability across devices
Experience should be optimized, not standardized
Providing a seamless content experience across devices
High-spec TV
Player positioning: current and future
Beware too much categorization
Telcos tend to be more evenly balanced across all three channels
Adjacent players tend to be stronger on technical sophistication
Multi-screen potential: IP enablement is leading to a much more open market
A narrow window of opportunity to leverage network strengths
The quality of web-delivered content is improving
Service providers are banking on the “one-stop shop”
Digital home ownership
It’s the right line….
….but adjacent players are also moving towards unification
Sony: putting the pieces together
LIST OF TABLES
Table 1: Player multi-screen capability
Table 1: Player multi-screen capability
LIST OF FIGURES
Figure 1: Separate TV lifecycle chains
Figure 2: Multi-platform content
Figure 3: Back-office efficiency
Figure 4: An integrated three-screen service
Figure 5: Device preferences for video consumption
Figure 6: Online availability of a range of attractive content
Figure 7: Frequency of watching Internet video, by age group
Figure 8: Appealing attributes of online video
Figure 9: Global response: where do you watch online video?
Figure 10: Global view: what types of content would you prefer to access on the following devices?
Figure 11: Regional view: what types of content would you prefer to access on the mobile phone
Figure 12: Multi-screen components and player positioning
Figure 13: All players heading for the same spot
Figure 14: Sky’s distribution channels for its premium content
Figure 15: Increasing the subscription value through new channels
Figure 16: Orange’s sports portal
Figure 17: Sky Mobile remote record
Figure 18: Sony’s new online service strategy
Figure 1: Separate TV lifecycle chains
Figure 2: Multi-platform content
Figure 3: Back-office efficiency
Figure 4: An integrated three-screen service
Figure 5: Device preferences for video consumption
Figure 6: Online availability of a range of attractive content
Figure 7: Frequency of watching Internet video, by age group
Figure 8: Appealing attributes of online video
Figure 9: Global response: where do you watch online video?
Figure 10: Global view: what types of content would you prefer to access on the following devices?
Figure 11: Regional view: what types of content would you prefer to access on the mobile phone
Figure 12: Multi-screen components and player positioning
Figure 13: All players heading for the same spot
Figure 14: Sky’s distribution channels for its premium content
Figure 15: Increasing the subscription value through new channels
Figure 16: Orange’s sports portal
Figure 17: Sky Mobile remote record
Figure 18: Sony’s new online service strategy
