tv everywhere_news 21/04/2015 20:33 Page 6
Digital content set
for $14bn revenues
Findings from global hi-tech specialist
Juniper Research indicate that content paid
for via carrier billing will provide operators
with more than $14 billion in revenues over
the next five years.
The new research Digital Content Business
Models: OTT & Operator Strategies 2015-2019,
argues that growth will be fuelled by a dramatic rise
in carrier billed payments made on devices such as
tablets, consoles and Smart TVs.
Carrier Billing ‘Enables First-time
Monetisation’ of Unbanked
According to the research, existing deployments of
carrier billing on app storefronts have produced a
marked increase in paid conversion rates (more than
30 times those of credit cards in some instances).
They have also enabled first-time monetisation of
unbanked consumers and younger demographics.
Furthermore, the greater sophistication of thirdparty carrier billing solutions now permit
subscription billing, allowing for ongoing content
monetisation.
In addition, many storefronts had found that
carrier billing integration resulted in an uplift in
average transaction values as well as volumes, partly
due to higher sales of bundled in-app virtual items.
Sport Rights Acquisition a Long Term
Opportunity for OTTs
The research also found that OTT (Over The Top)
content providers such as Amazon, Netflix and Hulu
were now adding value to their subscriptions
through the addition of original content such as
Transparent, Bosch and Ripper Street. It argued
that the next step would be the acquisition of major
sporting rights, but cautioned that the high cost
would be a deterrent at the present time.
According to research author Dr Windsor
Holden, even for free streamed sporting events,
audiences are rarely in excess of a million – to
recoup the cost of a successful bid, OTTs would need
a paying audience of perhaps 10 million in some
cases. “But by 2021, when the NFL (National
Football League) rights are due for renewal, we
would be surprised if one or more OTTs did not bid
for an exclusive live package,” he advised.
12 TV Everywhere
Big Data to unlock the
future of TV
he role of Big Data in the TV
world is causing ripple
effects around the industry.
Companies are offering more
subscription-based and
registration services and collecting
vast amounts of data about
audiences and users. However
most of the potential is still going
unused.
These are some of the key findings in
a new study from market research and
consumer information specialist GfK.
The paper - Big Questions, Big Answers:
Will harnessing smart data for audience
analytics save the broadcast industry? explores the benefits of Big Data for
broadcast and outlines the future it has
for the TV industry. Key decision makers
and executives from 14 media groups
were interviewed, from companies that
serve over
70million
subscribers and
deliver content
that reaches
nearly a billion
people every day.
“The potential offered by Big Data is
immense. Currently, everybody is
engaged in data experimentation and
there is a lot to fight for,” said Niko
Waesche, global lead of the media and
entertainment industry at GfK. “There
are some key questions and challenges
around the use of Big Data, especially
within a rapidly evolving TV
consumption model. Our latest paper
looks at how Big Data is being used in
T
the real world specifically in our
industry, and where Big Data will be
headed in years to come.”
Key findings from the GfK report
include:
l The type of data we need today is
changing- A diverse and increasingly
demanding TV audience has forced
operators to move away from assetbased data to more powerful
behavioural analysis to better
understand and respond to the needs
of content curators and advertisers.
l Behavioural data is keyBehavioural data unlocks new
insights by capturing the who, what
and when of the viewer, and places it
in context alongside more traditional
asset based data such as plays and
subscribers.
l Transforming and interpreting Big
Data adds value-
“Currently, everybody is
engaged in data
experimentation and
there is a lot to fight for”
TabletTV Europe launches
Motive Television, the technology
provider to broadcasters and pay
television operators, has released
TabletTV Europe (TTV Europe)
fo