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5 TV and Video Industry Myths... Busted

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Hendrik Haandrikman

'Common knowledge' isn't always accurate, especially when it comes to an industry as heavily disrupted as the TV and video industry. I point out - and bust - five of the most common myths about TV and Video. Some highlights include 'Content is King', 'Cord Cutting is Rampant' and 'Video Isn't a Revenue Driver'. Please feel free to share and leave some feedback if you have an opinion. Thanks!

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5 TV INDUSTRY MYTHS BUSTED Hendrik Haandrikman
MYTH #1 CORD CUTTING IS RAMPANT
THE MAJORITY OF CORDLESS CONSUMERS ARE ACTUALLY CORD-NEVERS1
THE MAJORITY OF CORDLESS CONSUMERS ARE ACTUALLY CORD-NEVERS1 1 Consumers that never had a cable, satellite or fiber optic TV service
CORD-NEVERS HAVE MULTIPLE REASONS FOR NEVER HAVING A CORD
CORD-NEVERS ARE MOSTLY MILLENIALS, WHO ARE UNLIKELY TO EVER SWITCH TO A CORD
AS THIS PART OF THE POPULATION MATURES, THE PERCENTAGE OF CORDLESS CONSUMERS WILL RISE. NOT BECAUSE THEYRE CUTTING THE CORD. BUT BECAUSE THEY NEVER HAD ONE IN THE FIRST PLACE.
MYTH #2 DIGITAL ADS ARE KILLING TV ADVERTISING
YOUVE PROBABLY SEEN THIS GRAPH:
YOUVE PROBABLY SEEN THIS GRAPH:
ITS TRUE.
ITS TRUE. DIGITAL ADS WILL MAKE UP A BIGGER SHARE OF TOTAL AD SPEND.
ITS TRUE. DIGITAL ADS WILL MAKE UP A BIGGER SHARE OF TOTAL AD SPEND. BUT AT THE SAME TIME, TV AD SPEND IS INCREASING AS WELL:
5 TV and Video Industry Myths... Busted
IN TIME, DIGITAL- AND TV AD SPEND WILL CONVERGE.
TARGETED TV ADS THROUGH IPTV, OTT AND OTHER DIGITAL FORMATS WILL GIVE THE TV ADVERTISEMENT SPACE A HUGE BOOST. TELEVISION IS STILL A UNIQUELY ENGAGING MEDIUM AND TV ADS ARE HERE TO STAY. FOR NOW.
MYTH #3 CONTENT IS KING
IT WOULD TAKE YOU MORE THAN 10 YEARS NON-STOP WATCHING TO GO THROUGH ALL VIDEO CONTENT ON HULU.
DOING THE SAME ON NETFLIX WOULD TAKE EVEN LONGER.
THERES MORE ORIGINAL TV CONTENT RELEASED EVERY YEAR
BUT YOUR DAY STILL HAS ONLY 24 HOURS
THE WAY TO DIFFERENTIATE YOUR VIDEO SERVICE ISNT MORE CONTENT
SURFACE THE RIGHT CONTENT, FOR THE RIGHT PERSON, AT THE RIGHT TIME AND YOUR CATALOGUE COULD BE (MUCH) SMALLER AND STILL BE (MUCH) MORE EFFECTIVE THAN THE COMPETITION.
THE ANSWER IS CONTENT RECOMMENDATION
THE ANSWER IS CONTENT RECOMMENDATION, PRESENTATION
THE ANSWER IS CONTENT RECOMMENDATION, PRESENTATION, USER INTERFACE
THE ANSWER IS CONTENT RECOMMENDATION, PRESENTATION, USER INTERFACE AND SEARCH.
DONT JUMP ON THE ORIGINAL CONTENT BANDWAGON
BUT THINK ABOUT UNLOCKING THE UNTAPPED POTENTIAL OF YOUR EXISTING CONTENT LIBRARY, INCLUDING LINEAR TV
MYTH #4 YOU NEED TO ADOPT 4K AND HDR
ACTUALLY, YOU DO NEED TO SUPPORT 4K AND HDR
ACTUALLY, YOU DO NEED TO SUPPORT 4K AND HDR BUT WHAT THEN?
8K?
VIRTUAL REALITY?
HOLOGRAMS?
THE FUTURE FORMATS OF TV AND VIDEO ARE UNCERTAIN
ALL YOU CAN DO, IS ADOPT A FORMAT- AGNOSTIC VIEWOF THE FUTURE
GO IPTV
GO IPTV GO CLOUD
GO IPTV GO CLOUD GO SCALABLE
GO IPTV GO CLOUD GO SCALABLE GO ADAPTABLE
DONT BUILD YOUR VIDEO DELIVERY PIPELINE FOR ONE SPECIFIC FORMAT
DONT BUILD YOUR VIDEO DELIVERY PIPELINE FOR ONE SPECIFIC FORMAT BUILD IT TO SUPPORT FORMATS YOU CANT EVEN IMAGINE YET
MYTH #5 VIDEO ISNT A REVENU DRIVER
MULTISCREEN ISNT ABOUT MAKING MONEY YET.
MULTISCREEN ISNT ABOUT MAKING MONEY YET. OUR OTT EXTENSION DOESNT NEED TO GENERATE REVENUE.
MULTISCREEN ISNT ABOUT MAKING MONEY YET. OUR OTT EXTENSION DOESNT NEED TO GENERATE REVENUE. WE NEED PLAYBACK-TV. THE ROI DOESNT MATTER.
MULTISCREEN ISNT ABOUT MAKING MONEY YET. OUR OTT EXTENSION DOESNT NEED TO GENERATE REVENUE. WE NEED PLAYBACK-TV. THE ROI DOESNT MATTER. MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.
RETENTION OUR OTT EXTENSION DOESNT NEED TO GENERATE REVENUE. WE NEED PLAYBACK-TV. THE ROI DOESNT MATTER. MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.
RETENTION RETENTION WE NEED PLAYBACK-TV. THE ROI DOESNT MATTER. MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.
RETENTION RETENTION RETENTION MY SUBS EXPECT TV, BUT ARE UNWILLING TO PAY FOR IT.
RETENTION RETENTION RETENTION RETENTION
5 TV and Video Industry Myths... Busted
IN A CUT-THROAT TV BUSINESS, THE STICKINESS OF YOUR SERVICE IS KEY TO MONETIZATION
OVER 75% OF CABLE- AND TELCO SUBSCRIBERS POINT TO QUALITY OF TV AND VIDEO SERVICES AS A MAJOR FACTOR IN THEIR DECISSION TO STICK WITH A SUBSCRIPTION
A QUALITY VIDEO SERVICES CAN BE MONETIZED DIRECTLY AND WILL ALWAYS INCREASE RETENTION FOR YOUR TELCO OR CABLE SERVICE.
HIGHER RETENTION = HIGHER LTV = MORE REVENU FOR YOU
ABOUT DIVITEL
TV AND VIDEO DELIVERY TECHNOLOGY, SERVICES AND CONSULTANCY WWW.DIVITEL.COM
ABOUT HENDRIK HAANDRIKMAN Growth marketeer, Technology Strategist and Data geek @ Divitel rik.haandrikman@divitel.com

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5 TV and Video Industry Myths... Busted