How OTT video platforms impact the traditional French audiovisual value chain?
The document discusses how over-the-top (OTT) video platforms are impacting the traditional French audiovisual value chain. It shows the evolution from a traditional view of right holders, creators, content aggregators, networks, and device manufacturers to new models where device manufacturers are extending into content aggregation and new internet integrators are extending into content creation. It outlines challenges faced by each group, including creators & right holders developing their own distribution platforms; OTT providers focusing on exclusive content delivery; content aggregators maintaining control of content amid proliferation; pay TV and telco combining linear TV and OTT; and TV manufacturers transitioning to service-centric models.
How OTT video platforms impact the traditional French audiovisual value chain?
- 1. How OTT video platforms impact the traditional French audiovisual value chain? Snapshot view of new and former actors challenges May 2013 - Houria TAIR
- 2. Audiovisual value chain evolution Traditional view Right Holders Creators Content Aggregators Network Access Devices Manufacturers Evolution and trends Device manufacturers extension to content aggregation Right Holders Creators Content Aggregators Network Access Devices Manufacturers OTT footprint New Internet integrator extension to content creation IP Centric FTTx growth ADSL stagnation Multiplication of platform
- 3. Creators & Right Holders Had little interest in desintermediating their contents as most of funds came from broadcasters and TV Channels Develop their own distribution platform Challenges Produce exclusive content Design video content adapted to different size of screens (TV, mobile, tablet)
- 4. OTT content providers Reshape video Industry with personalised ATAWAD contents due to lack of regulation Focus on exclusive content delivery and commercial relationship Challenges Influence the reduction of fragmented and complex connected TV platform Become inevitable in TV landscape and second screen
- 5. Content aggregators & TV Channels Rethink their business models due to connected TV growth, OTT contents & consumers behaviors Maintain control of contents Challenges Avoid heavy fragmentation of audience with proliferation of TV channels Keep leadership for the acquisition of major events (e.g. Olympic games…)
- 6. Pay TV providers & traditional Telco Have a privileged position to deliver the winning combination of linear TV and OTT apps $ √ Eliminate data fragmentation and strive for an integrated & unified view Challenges Leverage customers insight and provide a more localized user experience Predict users behavior with Big Data analytics
- 7. TV Manufacturers Must constantly innovate to boost sales and accelerate the process of TV’s renewal Maintain their margin while keeping control on RCU Challenges Transit from a Hardware-centric to a Service-centric business model Have a partnership adapted to local market conditions regulatory frameworks