Thought-leadership event for TV streaming
Wednesday 10 October 2018
STREAMING AS THE ENGINE FOR GROWTH
Videoscape 2018 explored the growth opportunities that streaming gives producers, rights holders, curators, distributors and aggregators of quality video entertainment in Europe. This thought-leadership event confronted the challenges facing established media companies in an ‘OTT’ market where the media value-chain is being redrawn. It explored the strategies for success across direct-to-consumer, broadcaster streaming, SVOD, Pay Lite and OTT aggregator services.
For our 2018 conference, we took a special look at two fast-emerging propositions: direct-to-consumer (DTC) content owners (including sports leagues who become producers and retailers), and new-world aggregators (including born online sports services and Pay TV ‘onboarders’ who want to re-aggregate a fragmented apps landscape). Delegates heard from companies who are pioneering these new models.
Throughout this one-day event there was an emphasis on new market opportunities, evolving distribution relationships, and the strategies that achieve growth and profit. We considered the sustainability of the streaming ecosystem as a whole – and whether revenues generated from back-catalogues and thematic specialisation can pay for the mass duplication of CRM, billing and marketing functions.
- Optimised marketing that drives new subscriptions at low cost
- How sports owners can use streaming to balance monetisation and reach
- Launch tactics for content released into SVOD services
- Potential app/platform partnerships, from billing to discounted bundles
- Making sure consumers find content in a fragmented apps universe
- Using streaming to expand sports audiences and acquire rights
- Technologies that make streaming easier and maximise subscriber value
- Growing direct-to-consumer revenues without undermining a legacy business
- The investor view on content competition and DTC disruption.
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The power of streaming
The rapid growth and proliferation of OTT services is disrupting TV markets across Europe. In this scene setter for Videoscape Europe 2018, we explore the challenges and opportunities facing the TV industry, as broadcasting transitions into multi-platform TV.
Nick will discuss Sky’s multi-faceted streaming strategy, covering its role as an international Pay Lite pioneer, TV Everywhere leader and SVOD on boarder. He will outline the role of Sky’s streaming-only platforms for delivering ‘full-flavour’ Pay TV in Italy and the UK. With Sky set to offer Netflix inside a subscription bundle, we will be asking about the wider opportunities for platform owners with subscription management, billing and customer care capabilities to partner with subscription streaming services.
- How the addition of Eurosport Player and maxdome boosts 7TV’s ambition to become the No.1 German OTT service
- Why we are a new breed of aggregator: a shared streaming platform, open to multiple channel owners, with free and paid linear plus AVOD, SVOD and TVOD
- How we blend a growing collection of multi-genre linear and VOD content into a compelling and unified user experience
- Strategies to differentiate 7TV from other OTT services, and how we will reach our target of 10m users within two years
- The new digital distribution opportunities for channel owners on 7TV, including the ability to serve superfans
- Why regulators should now back a multi-broadcaster OTT service, and our hope that RTL, ARD and ZDF will join us.
- What investors think about increased competition for premium content: impact on broadcasters and production companies
- How markets view ‘direct-to-consumer’ and its potential to disrupt established producer-curator-distributor relationships
- Analyst view on the proliferation of lower-priced video subscription services, and whether it grows the total market or lowers revenues
- Investor sentiment about advertising as a way to monetise online content services – does the money follow ‘paid’ or ‘free’ models?
- Is OTT ‘service stacking’ a threat to Pay TV or will it confirm the value of operators as bundle-discounters for heavy TV consumers?
- Will the growth of thematic SVOD replace weaker linear channels; what implications for channels not included in Pay Lite offers?
- How do sports leagues use direct-to-consumer to mine new audiences and revenues without undermining legacy business?
- Can free streaming replace FTA broadcast as a way for Pay TV sports channels to increase audiences for selected live events?
- What technologies will have the biggest impact on the premium streaming market during the next two years?
- Do broadcasters need shared streaming platforms to compete with Netflix and Amazon, and will any regulators stand in the way?
- What will ensure that SVOD, direct-to-consumer, Pay Lite and Pay TV deliver more subs revenue for the industry, not less?
Networking coffee break
Understanding direct-to-consumer services
- How Pay TV manages your video life, the power of bundling, consumers who want to be ‘looked after’ and their market value
- Identifying a new breed of consumers who find their own content, stack streaming services and manage multiple subscriptions
- The challenges and opportunities presented by increasingly independent consumers, and their impact on the video economy.
- The huge global fan base and established broadcast business that underpins F1 success
- The digital priorities we set ourselves, including the launch of F1 TV
- Our research to identify and segment the F1 audience: meet the ‘Habituals’, ‘Purists’, ‘Sociables’ and ‘Excitables’
- Building the case for F1 TV with focus groups, social listening and user testing – and our per-market pricing and packaging
- Our determination to make F1 TV the greatest OTT racing spectacle on earth, and how a ‘fans come first’ philosophy reveals itself.
- The evidence consumers want a more a la carte buying model for premium TV, and are ready to self-aggregate
- Opportunities for content owners using D2C, from monetising super-fans to unique content identities
- How the barriers to D2C entry have been broken down for smaller and mid-sized content owners
- The recipe for D2C success: exploiting synergies between UX, data analytics, customer lifecycle management and monetisation
- Must owners go direct-to-consumer to maximise the value of their content; is data and advertising independence a reason to go DTC ?
- ‘Binge-and-bolt’ behaviours are a real problem - how do we turn more free-trial-bingers into long-term customers?
- Will we see multiple DTC and SVOD services discounted inside a bundle; who will do the bundling and what discounts are realistic?
- What would persuade an app owner to share usage data with an apps aggregator - any promo or advertising partnerships possible?
- Online viewers hate ads but they also hate to pay - how do we resolve this conundrum?
- How do we make app build and lifecycle management easier, and how far can you outsource operations?
- Most online providers work with multiple distribution partners - how difficult is it to build a unified management platform and create a unified picture of a video service?  DTC = direct-to-consumer
Making money from OTT
- Democratising sport and growing audiences with an accessible and affordable streaming service
- Shaking up the sport broadcasting industry with a product built for modern viewing habits and cord-cutters
- Helping rights holders do it differently and drive revenue by finding fans for mainstream, niche and under-served sports
- How DAZN became the world’s biggest sports broadcaster by volume, streaming well over 100m hours of content to fans every year
Allied Global Marketing is the leading full-service agency for the entertainment, arts and culture industries, working with all major media companies around the world, including NBC Universal, Netflix and The Walt Disney Company. Adam, the company’s Chief Digital Officer, oversees the agency’s digital groups across the globe, including the AVOD, SVOD and TVOD teams. He will discuss the marketing strategies that help streaming services conquer domestic and international markets, including techniques used to develop audience targets, optimization campaigns and business modelling to drive the highest volume of subscriptions at the lowest cost.
- How do OTT providers avoid being commoditised - and is heavy investment in original content a viable solution, long-term?
- How do streaming services ensure their content is discovered: on boarding, alerts, advertising, UX innovations…?
- What data-driven CRM opportunities do most to boost the SVOD experience and strengthen an SVOD business?
- What emerging technologies or processes will help streaming services to achieve profit, then maximise subscriber lifetime value?
- How do launch and growth strategies differ when you are funded by advertising, and will we see a proliferation in AVOD models?
- Can we afford to duplicate CRM, billing and marketing functions across hundreds of OTT offers; what rationalisations are likely?
Networking coffee break
New opportunities in aggregation and curation
- VICE as the epicentre of a digitally-enabled content revolution that gives under-served audiences a home, including millennials
- What makes our content unique: finding new voices, telling unheard stories, exploring diverse topics and people
- How VICE is becoming a part of the evolving mass-market, from our partnerships with HBO and Channel 4 (All4)
- 2018 has been a year of growth and innovation for VICE Studios and TV
- 2019 - touch on where we hope to be next year
- Looking at the evolution of children’s viewing
- Maximising our native ability to navigate content across devices and via playlists and games
- Utilising the changing viewing habits of children to create a new DTC package
- Offering a window into the world of tomorrow’s TV
- Nordic Entertainment Group as a content powerhouse, home to NENT Studios originals, the best of Hollywood and world-class sport
- What happened when our free-to-air channel branded player services were given a single digital home under the Viafree brand
- The growth of live streaming, including music and sport, and exclusive content, as we become a destination in our own right
- Reaching young audiences, from Paradise Hotel to digital extensions, SplayOne exclusives and Influencer collaborations
- How we fully monetize free online content: our programmatic platform, consumer data strategy and ad targeting opportunities
- Our new branded section for Turner-owned Adult Swim comedy, and our ambition for more third-party content and genre-based verticals.
Nicole Agudo Berbel
Chief Distribution Officer, ProSiebenSat.1 Media SE
Director of Strategy, Sky
Alexander von Woikowsky
Managing Director, 7TV
Chief Operating Officer, Marquee.TV
CEO, Horse and Country
Chief Product Officer, DAZN
Nordic Head of AVOD Monetization & Business Development, Nordic Entertainment Group
General Manager - VICE TV and Studios EMEA, VICE Media
COO, TV Player
Kids and Music Editor, Virgin Media UK
Co-Founder and Managing Partner, MTM
Vice President - Commercial and Content Distribution, Viacom International Media Networks
Chief Digital Officer, Allied Global Marketing
Founder & Principal, Atonik Digital
General Manager of VRV, Ellation
Senior Digital Research Manager, Formula 1
Chief Analyst & Founder, nScreenMedia
Director Strategy and Insight, Eurosport
Co-Managing Director, Piksel
Owner, DeGroote Consulting
Senior Vice President & GM, Acorn TV
Independent Analyst & Advisor, Technology, Media & Telecoms
Sales Director, EMEA, CSG Ascendon
Marketing Director, Airbeem
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