Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading content…
Loading…
Transcript

Content

Welcome to the TVolution

RTA989 - Module 7

intro

Over the top?

OTT

  • Media streaming service delivered via broadband, while bypassing telecoms, cable and broadcast gatekeepers
  • Global bandwidth: video 58%; web 17%; gaming 8%; social media 5%

Trends

The first cut is the deepest

Cord-cutting

other trends

  • In Canada, "it's real but modest"
  • Households with cable subscription: 2012 = 84% - 2016 = 79%
  • 23% of all Canadians only watch TV online
  • 25% of all new homes don't get cable

The big shifts

Content can now be experienced:

  • time-shifting
  • mobile
  • non-linear
  • on-demand

the tech specs

technology

High speed broadband

a neutral network

Progressive download/streaming

data compression

algorithmic recommendation

cloud computing

4g to 5g

the business of streaming

  • Playing catch-up with Netflix
  • Content as growth strategy
  • Solving the 'discoverability crisis'
  • Ad spend is on general decline

business

Rolling the dice...

  • Disney acquired 21st century fox for $71b in 2018
  • AT&T bought time warner for $85b
  • Direct to consumer (DTC)

media giants

content is king

Amazon prime video

  • Inverts traditional advertising model
  • 100 million global subscribers in 2018

YouTube

tech giants

  • Open platform runs TrueView, Bumper and Mid-roll ads
  • 1 bn subscribers in 70 countries
  • Premium is ad-free & downloadable

Apple

  • Poached senior execs from Sony in 2017 and gave them $1b budget for original content

FB

  • Wants to create content that generates social media chat

disruptions and reactions

reactions

  • Global digital ad spend surpassed TV for first time in 2017
  • Emphasis on sports, reality and spectaculars
  • Broadcast networks sell content overseas, licence to OTT services

How to regulate streaming services in canada?

Policy

  • In 2018 CRTC mandates that big broadcasters must spend 5-8.5% of revenue on Canadian content
  • CRTC mandates 'skinny basics' packages for cable
  • Arts and culture industry employs 630,000 people and generates $5b+
  • Federal govt promotes production with Canadian Media Fund
  • 2017 govt announces no CanCon mandate for Netflix, or sales tax BUT Netflix agrees to set up permanent centre in Canada and invest $500m in programming

a golden age of tv (or why is telly not crap anymore?)

quality

  • 2002 = 182 original scripted shows; 2016 = 455
  • “Our job is not to get people to watch the 8.30pm lead into the 9pm news, our job is to make the greatest TV shows on the planet.” Joe Lewis, Head of Programming, Amazon

free from the shackles of advertising

  • Broadcast content shaped around ad breaks and schedules
  • Self-contained narratives
  • Licensed out of sequence
  • Accidental viewers like the familiar and unchallenging

ads & content

  • “You can write a character that grows over the course of thirteen hours of television. That’s more attractive than a two-hour movie.” Joe Lewis, Sony
  • No content restrictions from advertisers
  • “Our goal is to shut down a portion of America for a whole day” Beau Willimon, 2013

Binging

  • Average Netflix viewer watches two and a half episodes in one sitting (2016)
  • Factors: auto-play; algorithmic recommendation; immersive content

What are the perceived weaknesses for Netflix?

reading q's

What are the ways to improve that MacDonald suggests?

The disruptor?

case study

  • 1997 - Founded as DVD delivery service
  • 2006 - launched competition to improve recommendation algorithm
  • 2008 - Netflix overcomes piracy fears to win licenses to stream movies
  • 2008 - moved to online downloads, then streaming
  • 2007-2009 - subscribers go from 7.5 - 12 million
  • 2011 - Netflix agrees to pay $2m for House of Cards
  • 2013 - House of Cards S1 streams - wins 3 Emmys
  • 2016 - Signs licensing deal with Baidu in China
  • 2018 - Set to spend a record $12b on original content
  • 2018 - Netflix posts record profits and subscriber figures
Learn more about creating dynamic, engaging presentations with Prezi