Asia-Pacific Broadcasting (APB) August 2017 Volume 34, Issue 6 - Page 11

WHATS ’ On
August 2017 NEWS & VIEWS 11

OTT users willing to spend more for content and viewing experience

PHILADELPHIA – There is continued and increasing demand for subscription video-on-demand ( SVoD ) services , so having the right tools and data to find and engage customers when they are ready to buy is critical , said IBB Consulting .
In a new survey , the consulting firm found that 61 % of SVoD subscribers in the US are willing to spend US $ 2 or more to keep their favourite service and 81 % are willing to spend to add a new service that provides content they want .
Jonathan Weitz , partner at IBB Consulting , said : “ When IBB works with clients on SVoD marketing strategies , we emphasise that essential components of a worldclass offering are a high-quality viewing experience with compelling features and an attractive interface , instant access to a diverse set of flagship content , and easily
While pay-TV revenues appear to be stagnating in some regions , the global outlook for pay-TV remains relatively positive , reports Digital TV Research .
If the correct SVoD strategies are put in place , subscribers are more than willing to pay more to retain or add services , said IBB Consulting .
findable ancillary programming that feels familiar but offers new content to discover .”
In addition to improving how paid OTT providers market to new users , they must also take steps to ensure that offerings are easy to use , Weitz stressed . Constantly expanding libraries , strong human curation and effective recommendation engines driven by machine learning , he cited , are key to the overall SVoD customer experience .
As OTT becomes more international , differentiation on a global scale is even more essential , and requires a solid marketing strategy for scaling user bases and mitigating churn , said Weitz .
He concluded : “ IBB recommends that SVoD services implement comprehensive plans that include span segmentation , programmatic , cross-channel attribution , email marketing , and push messaging and CRM .”

Clear privacy rules needed for audience measurement

GENEVA – The European Broadcasting Union ( EBU ) has raised concerns over the potential restrictions on the role of third parties who gather audience measurement data on behalf of broadcasters , as the European Parliament continues to deliberate on the proposed ePrivacy Regulation .
On January 10 this year , the European Commission released the text of its proposed update to the ePrivacy Directive , the European Union ’ s controlling authority on privacy rights applied to electronic communications technology and content since 2002 .
According to the EBU , media organisations often rely on contractual agreements with research companies to measure audiences in order to better understand their expectations and needs . This contributes towards improving the overall quality and diversity of media offerings , and providing users with a “ unique experience ” in the

Global pay-TV revenues on the rise

LONDON – Despite increased competition from video-on-demand ( VoD ) services such as Netflix and Amazon Prime Video , pay-TV revenues for 138 countries increased by US $ 32 billion between 2010 and 2016 , reported research firm Digital TV Research .
However , only $ 1.23 billion was added in 2016 , with growth beginning to stagnant in some regions . Simon Murray , principal analyst at Digital TV Research , explained : “ Despite its pay-TV revenues being higher in 2016 than in 2010 , North online world .
Thus , the EBU is calling on the European Parliament to ensure that the ePrivacy Regulation ’ s exception on audience measurement is extended to contractual parties gathering data on behalf of media organisations .
Nicola Frank , head of European Affairs , EBU , said : “ Public service media organisations strive
America peaked in 2015 . Its 2016 total was $ 1.77 billion down on 2015 . Although no decline was recorded , European pay- TV revenue growth has slowed down considerably .”
In Asia-Pacific , pay-TV revenue increased by $ 10.21 billion between 2010 and 2016 , up by 42 % to $ 34.38 billion . Latin America increased by 78 % to $ 18.44 billion , while Sub-Saharan Africa more than doubled its total to $ 4.2 billion .
The US accounted for 49.5 % of global pay-TV revenues in 2016 , even as this
The EBU is calling for clear privacy rules for audience measurement , as the European Parliament continues to deliberate on the proposed ePrivacy
Regulation .
to gather data in the most transparent , secure and accountable manner in order to provide the most relevant experience , as well as offer the possibility to discover new content .
“ This is why we need a fully functional data protection framework at EU level , which caters for strong end-user privacy and technological feasibility .”
slipped below the halfway point for the first time . The US , China , the UK , Japan and Canada collectively generated twothirds of global pay-TV revenues in 2016 .
Of the $ 32-billion extra revenues generated between 2010 and 2016 , half came from four countries : the US provided $ 7 billion , China $ 4 billion , Brazil $ 3 and India $ 2 billion . However , revenues declined in nine countries , mainly due to subscribers converting from standalone TV to bundles , which are less lucrative for TV , said Digital TV Research .

MORE REVENUE LESS COSTS

Optimize content-centric scheduling over targeted VOD services and Linear channels
Eliminate inefficiencies in scheduling and material workflows
WHATS ’ On
The Broadcast Management System for the future www . mediagenix . sg - asia @ mediagenix . sg
NEWS & VIEWS August 2017 OTT users willing to spend more for content and viewing findable ancillary programming experience that feels familiar but offers new If the correct SVoD strategies are put in place, subscribers are more than willing to pay more to retain or add services, said IBB Consulting. PHILADELPHIA – There is con- tinued and increasing demand for subscription video-on-demand (SVoD) services, so having the right tools and data to find and engage customers when they are ready to buy is critical, said IBB Consulting. In a new survey, the consult- ing firm found that 61% of SVoD subscribers in the US are willing to spend US$2 or more to keep their favourite service and 81% are will- ing to spend to add a new service that provides content they want. Jonathan Weitz, partner at IBB Consulting, said: “When IBB works with clients on SVoD marketing strategies, we emphasise that essential components of a world- class offering are a high-quality viewing experience with compel- ling features and an attractive interface, instant access to a diverse set of flagship content, and easily content to discover.” In addition to improving how paid OTT providers market to new users, they must also take steps to ensure that offerings are easy to use, Weitz stressed. Constantly expanding libraries, strong human curation and effective recommen- dation engines driven by machine learning, he cited, are key to the overall SVoD customer experience. As OTT becomes more interna- tional, differentiation on a global scale is even more essential, and requires a solid marketing strategy for scaling user bases and mitigat- ing churn, said Weitz. He concluded: “IBB recom- mends that SVoD services imple- ment comprehensive plans that include span segmentation, pro- grammatic, cross-channel attribu- tion, email marketing, and push messaging and CRM.” 11 Clear privacy rules needed for audience measurement GENEVA – The European Broad- casting Union (EBU) has raised concerns over the potential restric- tions on the role of third parties who gather audience measurement data on behalf of broadcasters, as the European Parliament contin- ues to deliberate on the proposed ePrivacy Regulation. On January 10 this year, the European Commission released the text of its proposed update to the ePrivacy Directive, the European Union’s controlling authority on privacy rights applied to electronic communications technology and content since 2002. According to the EBU, media organisations often rely on con- tractual agreements with research companies to measure audiences in order to better understand their expectations and needs. This contributes towards improving the overall quality and diversity of me- dia offerings, and providing users with a “unique experience” in the The EBU is calling for clear privacy rules for audience measurement, as the European Parliament continues to deliberate on the proposed ePrivacy Regulation. online world. Thus, the EBU is calling on the European Parliament to ensure that the ePrivacy Regulation’s excep- tion on audience measurement is extended to contractual parties gathering data on behalf of media organisations. Nicola Frank, head of Euro- pean Affairs, EBU, said: “Public service media organisations strive to gather data in the most trans- parent, secure and accountable manner in order to provide the most relevant experience, as well as offer the possibility to discover new content. “This is why we need a fully functional data protection frame- work at EU level, which caters for strong end-user privacy and tech- nological feasibility.” Global pay-TV revenues on the rise While pay-TV revenues appear to be stagnating in some regions, the global outlook for pay-TV remains relatively positive, reports Digital TV Research. LONDON – Despite increased competi- tion from video-on-demand (VoD) ser- vices such as Netflix and Amazon Prime Video, pay-TV revenues for 138 countries increased by US$32 billion between 2010 and 2016, reported research firm Digital TV Research. However, only $1.23 billion was added in 2016, with growth beginning to stagnant in some regions. Simon Murray, principal analyst at Digital TV Research, explained: “Despite its pay-TV revenues being higher in 2016 than in 2010, North America peaked in 2015. Its 2016 total was $1.77 billion down on 2015. Although no decline was recorded, European pay- TV revenue growth has slowed down considerably.” In Asia-Pacific, pay-TV revenue in- creased by $10.21 billion between 2010 and 2016, up by 42% to $34.38 billion. Latin America increased by 78% to $18.44 billion, while Sub-Saharan Africa more than doubled its total to $4.2 billion. The US accounted for 49.5% of global pay-TV revenues in 2016, even as this MORE REVENUE LESS COSTS Optimize content-centric scheduling over targeted VOD services and Linear channels Eliminate ineffi ciencies in scheduling and material workfl ows WHATS’On The Broadcast Management System for the future www.mediagenix.sg - asia@mediagenix.sg slipped below the h gvBf"FPf'7BFRFRU26FRTB6F6V7FfVǒvVW&FVBGvЧF&G2bv&Eb&WfVVW2#bbFRC3"&ƖWG&&WfVVW2vVЦW&FVB&WGvVV#B#bb6Pg&fW"6VG&W3FRU2&fFVBCp&Ɩ6CB&Ɩ'&C2BFC"&ƖvWfW"&WfVVW2FV6ƖVBR6VG&W2ǒGVRF7V'67&&W'06fW'Frg&7FFREbF'VЦFW2v6&RW72V7&FfRf"Eb6@FvFEb&W6V&6