next#1 the three-screen challenge digital distribution: the key to a multi-platform strategy
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NEXT#1 The Three-Screen Challenge Digital Distribution: The Key to a Multi-Platform Strategy. Thursday 20th September 2007. Contact IDATE Florence LE BORGNE - BACHSCHMIDT Head of TV & New Media Practice +33 (0)4 67 14 44 43 [email protected]. …From the consumer side. A few questions…. - PowerPoint PPT PresentationTRANSCRIPT
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NEXT#1The Three-Screen ChallengeDigital Distribution:The Key to a Multi-Platform StrategyThursday 20th September 2007Contact IDATE
Florence LE BORGNE - BACHSCHMIDTHead of TV & New Media Practice+33 (0)4 67 14 44 [email protected]
**
From the consumer side
**
A few questions
**
What are the main concerns of a broadcaster?
Addressing its consumers needs
To increase their loyalty
To maintain or even to increase its turnover
**
What are the consumers needs?To access a TV offer
more individualised
more personalised
more interactive
To free themselves from the programming grid
**
Towards personal TV?Source: IDATE, according to Simon Walker BBC Corporate StrategyDifferent phases of Europes TV industry
**
What are the screens available?
**
A multiplicity of screens inside the householdsExample of the French market: on average, 4.4 screens per householdSource: IDATE, Use-IT survey 2006Average number of screens per HH
Graph1
1.71.70.95
1.30.70.51
1.91.60.83
1.50.30.18
Average number of screens per equipped HH
Average per French HH
Penetration rate
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
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00000000000
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5152535
7131925
12182430
8111417
3579
1990
1995
2000
2005
Tableau 37: Nombre moyen dcrans par foyer
Average number of screens per equipped HHAverage per French HHPenetration rate
TV1.71.795%
PC1.30.751%
Mobile1.91.683%
Handheld console1.50.318%
TOTAL4.4
&A
Page &P
Average number of screens per equipped HH
Average per French HH
Penetration rate
"Seriez-vous intress par la possibilit de recevoir des chanes de tlvision via votre connexion Internet?"(%)
Trs intress9%
Assez intress18%
Peu intress28%
Pas du tout intress44%
NSP1%
TOTAL100%
"Nous allons maintenant parler d'un nouveau service payant appel vido la demande: vous auriez accs un catalogue de films grce votre accs Internet et vous pourriez alors slectionner le film de votre choix et le visionner.(%)
Dans quelle mesure seriez-vous intress par cette possibilit?"
Lutilise dj1%
Trs intress7%
Assez intress27%
Peu intress36%
Pas du tout intress29%
TOTAL100%
"Si l'on vous proposait une vingtaine de chanes de tlvision gratuitement grce votre accs Internet, seriez-vous tent de rsilier votre abonnement de TV payante?"(%)
Oui, certainement12%
Oui, probablement25%
Non63%
TOTAL100%
(%)
Echange avec la famille ou les amis44%
Tlchargement gratuit sur Internet37%
DVD achets dans le commerce11%
Achat sur Internet2%
Programmes TV enregistrs2%
Autre3%
TOTAL100%
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
**
Teenagers are well-equippedBeyond individual equipment, toward the development of a personal equipmentHalf of the teenagers have a TV set in their bedroomBase: TeenagersSource: IDATE, Use-IT survey 2006Personal equipment of Teenagers
Graph3
0.14
0.16
0.18
0.29
0.42
0.48
0.75
0.92
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
5152535
7131925
12182430
8111417
3579
281420
591317
6162636
10121416
12151821
14192429
1990
1995
2000
2005
Titre X
Titre Y
Feuil2
5152535
7131925
12182430
8111417
3579
281420
591317
6162636
10121416
12151821
14192429
1990
1995
2000
2005
Titre X
Titre Y
Feuil3
5152535
7131925
12182430
8111417
3579
281420
591317
6162636
10121416
12151821
14192429
1990
1995
2000
2005
Titre X
Titre Y
571283256101214
1513181158916121519
251924147141326141824
352530179201736162129
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
571283256101214
1513181158916121519
251924147141326141824
352530179201736162129
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
5152535
7131925
12182430
8111417
3579
1990
1995
2000
2005
5152535
7131925
12182430
8111417
3579
1990
1995
2000
2005
5152535
7131925
12182430
8111417
3579
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
**
But TV is still the leading screenTV still has the lions share An average French viewer spent :Around 3h30 a day on a TV setBut only 52 mn a day on InternetAverage weekly screen-time (in hours)Source: IDATE, Use-IT survey 2006
Graph6
23.19
2.2
3.89
4.52
6.23
0.6
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
0000
0000
0000
0000
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1990
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Titre X
Titre Y
Feuil2
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Titre Y
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00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
0000
0000
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1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
TV time - Live23.19
TV time - Recorded2.2
Internet time - Home3.89
PC time - Home (including Internet)4.52
Total Internet time6.23
Gaming time0.6
Gaming time
PC time - Home
TV time - Recorded
TV time - Live
High interest6%
Medium interest13%
Little interest26%
No interest54%
Already user1%
HH with a DVD player27%
Home cinema HH34%
Pay-TV subscribers HH23%
Films or TV series17%
Personal video files30%
Music files44%
FrequentlySometimes
Live TV2%4%
Films or series downloading4%10%
Blogs7%8%
Online gaming6%12%
Radio listening11%13%
Music downloading10%16%
Frequently
Sometimes
MBD0005C0F4.xls
Graph1
0.23
0.5
0.24
0.03
Feuil1
18-24 ans23%
25-36 ans50%
37-55 ans24%
56 ans et plus3%
Feuil1
0
0
0
0
Feuil2
Feuil3
**
even if Internet/PC replaces TV gradually but not in the short term!A generational trend introduced by the youngestThe 15-24 spend less time on TV but more on internet than the elderlyTeens are more inclined to consume recorded and on demand programsSource: IDATE, Use-IT survey 2006Average weekly screen-time by age (in hours) Gaming timePC time HomeTV time - RecordedTV time - Live
**
and even if mobile screen will complement or compete with the TV set but not in the short term!Interest for mobile TV depends on the knowledge :Between 2/3 and 3/4 people who have tested the service intend to subscribeBut only 15% to 20% of people who have not tested the service intend to subscribeSource: CNES-IDATEInterest in the concept of mobile TVSource: IDATE, Use-IT survey 2006Equipment rate in mobile phone by age
Graph2
0.06
0.13
0.26
0.54
0.01
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
0000
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Titre Y
Feuil2
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Titre Y
Feuil3
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Titre Y
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
TV time - Direct23.19
TV time - Recorded2.2
Internet time - Home3.89
PC time - Home (including Internet)4.52
Total Internet time6.23
Gaming time0.6
0
0
0
0
0
0
0
0
High interest6%
Medium interest13%
Little interest26%
No interest54%
Already user1%
MBD0005C0F4.xls
Graph1
0.23
0.5
0.24
0.03
Feuil1
18-24 ans23%
25-36 ans50%
37-55 ans24%
56 ans et plus3%
Feuil1
0
0
0
0
Feuil2
Feuil3
**
What do consumers expect to find on each platform?
**
On the TV screenA large free TV offer37% of French pay-TV subscribers would unsubscribe for a large free TV offer complemented with VOD and SVOD services 44% of French TV viewers would be interested in VOD servicesAnd 2/3 of them would accept to pay around 3 EUR/film57% of French TV viewers would be interested in a SVOD service and with PVR functionalities 1/4 French TV viewers would be interested in such functionalitiesAmong HH with PVR devices, recorded programs represents from 30% to 40% of the total TV time and programs in HD qualityInterest in HDTV according to the existing equipmentSource: IDATE, Use-IT survey 2006
Graph2
0.27
0.34
0.23
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
0000
0000
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0000
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0000
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1990
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Titre X
Titre Y
Feuil2
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Titre Y
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Titre Y
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
TV time - Direct23.19
TV time - Recorded2.2
Internet time - Home3.89
PC time - Home (including Internet)4.52
Total Internet time6.23
Gaming time0.6
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
High interest6%
Medium interest13%
Little interest26%
No interest54%
Already user1%
HH with a DVD player27%
Home cinema HH34%
Pay-TV subscribers HH23%
MBD0005C0F4.xls
Graph1
0.23
0.5
0.24
0.03
Feuil1
18-24 ans23%
25-36 ans50%
37-55 ans24%
56 ans et plus3%
Feuil1
0
0
0
0
Feuil2
Feuil3
**
On the PCPC becomes a new device for content storage and managementMore than a third of PC HH listen to music on their PC26% watch films or TV series on their PCBut entertainment practices are still marginal on Internet in comparison to communication (e-mails, IM, etc.) and practical uses (banking, e-commerce, etc.)E-mails: 80%Banking: 48%Live TV: 6%An obvious development of UGC24% of French net surfers share their photos on line and 4% their personal videosbut are people really interested in UGC? What do people store on their PC?Source: IDATE, Use-IT survey 2006What do people do on Internet?
Graph3
0.17
0.3
0.44
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
0000
0000
0000
0000
0000
0000
0000
0000
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0000
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1990
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2000
2005
Titre X
Titre Y
Feuil2
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Titre Y
Feuil3
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1990
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2005
Titre X
Titre Y
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
TV time - Direct23.19
TV time - Recorded2.2
Internet time - Home3.89
PC time - Home (including Internet)4.52
Total Internet time6.23
Gaming time0.6
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
High interest6%
Medium interest13%
Little interest26%
No interest54%
Already user1%
HH with a DVD player27%
Home cinema HH34%
Pay-TV subscribers HH23%
Films or TV series17%
Personal video files30%
Music files44%
0.06
0.13
0.26
0.54
0.01
MBD0005C0F4.xls
Graph1
0.23
0.5
0.24
0.03
Feuil1
18-24 ans23%
25-36 ans50%
37-55 ans24%
56 ans et plus3%
Feuil1
0
0
0
0
Feuil2
Feuil3
Graph4
0.020.04
0.040.1
0.070.08
0.060.12
0.110.13
0.10.16
Frequently
Sometimes
Feuil1
1990199520002005
France5152535
Allemagne7131925
Royaume-Uni12182430
Belgique8111417
Suisse3579
Pays-Bas281420
Italie591317
Espagne6162636
Danemark10121416
Sude12151821
Novge14192429
Feuil1
0000
0000
0000
0000
0000
0000
0000
0000
0000
0000
0000
1990
1995
2000
2005
Titre X
Titre Y
Feuil2
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Titre Y
Feuil3
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1990
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2005
Titre X
Titre Y
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
00000000000
00000000000
00000000000
00000000000
France
Allemagne
Royaume-Uni
Belgique
Suisse
Pays-Bas
Italie
Espagne
Danemark
Sude
Novge
Titre X
Titre Y
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
0000
0000
0000
0000
0000
1990
1995
2000
2005
Portable PC14%
Internet access in the bedroom16%
PC in the bedroom18%
Handheld console29%
Home console42%
TV in the bedroom48%
MP3 player75%
Mobile92%
TV time - Direct23.19
TV time - Recorded2.2
Internet time - Home3.89
PC time - Home (including Internet)4.52
Total Internet time6.23
Gaming time0.6
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
High interest6%
Medium interest13%
Little interest26%
No interest54%
Already user1%
HH with a DVD player27%
Home cinema HH34%
Pay-TV subscribers HH23%
Films or TV series17%
Personal video files30%
Music files44%
FrequentlySometimes
Live TV2%4%
Films or series downloading4%10%
Blogs7%8%
Online gaming6%12%
Radio listening11%13%
Music downloading10%16%
0.06
0.13
0.26
0.54
0.01
0.27
0.34
0.23
Frequently
Sometimes
MBD0005C0F4.xls
Graph1
0.23
0.5
0.24
0.03
Feuil1
18-24 ans23%
25-36 ans50%
37-55 ans24%
56 ans et plus3%
Feuil1
0
0
0
0
Feuil2
Feuil3
**
On the mobile screenWhat are consumers looking for?Two main wishes :To find on the mobile screen the same content than on the TV setTo access contents matching their personal interestsA large offer is preferable but is not essentialThe most wanted contents:NewsSportEntertainmentMusicDocumentariesExtra functionalities :VODPVR-like functionalitiesInteractive servicesDigital radioSource: CNES-IDATEThe most wanted programs
**
Conclusions: how to adapt to this evolving environment?
**
How to adapt?TV is still the leading screen, butTV viewers want a large free TV offerAnd will favour time-shifting
To create new forms of advertisingTo develop live eventsConsumers need referencesThey want to find their favourite channels, their traditional brands
To be present on mobile TV and on InternetBut maybe with different formats (shorter programs, close-shots)New developments will generate extra-costs, butWill the consumers accept to pay?Can the advertising market support alone the development of a multi-platform strategy?And will consumers accept ads on their personal devices?
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Thank you !