nab_lma presentation v2
TRANSCRIPT
January 23, 2017
Mark Contreras, CEO, Calkins Media
OTT Summit
Strategy SignalsWhere are the eyeballs and dollars going?
Most Legacy Media Has Lost Time and Dollars Spent...Internet & Mobile Have Grown Both
Source: Source: Nielsen, Media Dynamics, comScore, ZenithOptimedia forecastseMarketer, The Diffusion Group
Time with OTT is projected to be 2 hours and 42 minutes a day per person by 2020.
OTT Consumption is Rapidly Growing, While Traditional Media Sees Declines
2008 2009 2010 2011 2012 2013 2014 2015 2016 201705
10152025303540
Newspapers Consumption per Day(minutes)
2008 2009 2010 2011 2012 2013 2014 2015 2016 20170:00
1:12
2:24
3:36
4:48
6:00
TV
Newspapers
OTT
Average Media Consumption per Day(HH:MM)
Mobile Desktop/laptop TV Radio Newspapers Magazines OTT
Media Consumption
AVERAGE DAILY CONSUMPTION (HH:MM)
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2017 v. 2008
% Change
Mobile 0:32 0:39 0:50 0:46 1:28 2:15 2:37 2:54 3:08 3:18 519%Desktop/laptop 2:17 2:26 2:35 2:30 2:24 2:16 2:14 2:12 2:11 2:10 -5%
TV 4:14 4:27 4:24 4:34 4:38 4:31 4:22 4:11 4:03 3:58 -6%
Radio 1:42 1:38 1:36 1:34 1:32 1:30 1:28 1:27 1:25 1:24 -18%
Newspapers 0:38 0:33 0:30 0:28 0:24 0:20 0:18 0:17 0:16 0:15 -61%
Magazines 0:25 0:22 0:20 0:19 0:17 0:15 0:13 0:13 0:12 0:11 -56%
OTT 0:30 0:59 1:21 1:43 236%*Source: Source: Nielsen, Media Dynamics, comScore, ZenithOptimedia forecastseMarketer, The Diffusion Group
The Audience HAS Shifted
By 2020, there will be 97.7
million US connected TV
households, up from 88.7
million in 2016.
2015 2016 2017 2018 2019 20200
20
40
60
80
100
120
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
73.8
88.792.5 94.9 96.3 97.7
60.7%
72.5% 75.1% 76.6% 77.3% 77.9%
Connected TV households % of total households
Note: Connected TVs are TV sets connected to the internet through built-in internet capability or through another device such as a Blu-ray player, game console or set-top box (e.g., Apple TV, Google Chromecast, Roku).
Source: eMarketer, Oct 2016
CONTENTtext, photo, video,
audio
LEGACY NEO-LEGACY OTT SMART
TVGAME
CONSOLES
Audio
Cable TV Web/Tablet Roku Samsun
g X Box Alexa
Print Mobile Fire Vizio PlayStation
Google Home
Apple LG WIISonyOpera
Calkins Media Content Distribution Strategy
Currently or soon to be publishing on these platforms
Why Video? Why Now?Video advertising spend is growing
Source: Borrell
2011 2012 2013 2014 2015 2016 2018
$22.
97
$32.
62
$48.
26
$69.
50
$82.
68
$98.
58
$112
.10
Video Advertising (in millions)Calkins Media Markets
Source: webtrends, Nov 2016
Time Spent with OTT is SIGNIFICANT
95%OTT
202,199 Hours
2%Mobile
3,280 Hours3%
Desktop6,985 Hours
Total Time Spent Viewing Video by Platform
November 2016
OTT devices TV Set-top boxes
2.1
1.8
Average Number of Devices in U.S. Households
Source: Leichtman Research GroupFebruary-March 2016
Note: OTT devices include smart TVs and streaming media devices that connect a television to the Internet. Set-top boxes are the boxes that pay TV companies rent out to subscribers.
Among all U.S. households, the mean number of streaming-capable devices is 2.1 per household, compared to 1.8 pay TV set-top boxes.
OTT Devices Outnumber Cable Boxes
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
56.5 57.2 57.6 56.2 55.1 54.8 54.5 53.9 53.2 52.4
18.0 21.727.0
41.2
56.0
73.8
88.7 92.5 94.9 96.3
Cable and Connected Households (in millions)
Cable TV households Connected TV households
Streaming Households Surpass the Number of US Cable Households
Source: eMarketer, Oct 2016Note: Cable TV: households with a subscription to cable TV service Connected TV: households with at least one connected TV set, where at least one person of any age uses the internet through a connected TV at least once per month
Among Households in the Calkins Media Markets
Source: Scarborough, 2016; Simmons, Spring 2016
Streaming Has Caught Up to Cable in the Calkins Media Markets as Well
Cable Company #2
Cable Company #1
Uses a Streaming Service
202,531
446,379
726,776
Content Strategy
BIG IDEA 1
To take a print-centered newsroom and transform it
into a video-driven newsroom using existing people and
dollars.
Newsroom PeopleTraining & Development
Drew Berry & Associates, LLC300 E. Lombard St.Suite 840Baltimore, MD 21202410-814-7555 [email protected]
Drew Berry
A two-time Emmy Award-winning President of Drew Berry & Associates, LLC, which is a media consulting agency
Berry has more than 25 years of experience in the television news industry in numerous markets including New York City, Philadelphia, Dallas, Atlanta and New Orleans. He won his Emmys in his role as news director for CBS in Philadelphia
Berry's experience includes teaching and practicing journalism as well as major involvement on various boards and committees
Nuts and Bolts
iPhones for newsroom staff HD cameras Editing stations Portable lights Microphones Tripods In-house studio Tricaster editing station Consultant for shows Consultant for news video In-house development of journalists Journalists trained to date; 100+
Show DevelopmentJames Andrew Miller
Award-winning journalist who has worked in politics, media, and entertainment in a career spanning more than 30 years
Executive VP of Original Programming for USA Network
Producer with CBS News and Senior Executive Producer of both Anderson Cooper 360 & Paula Zahn Now
Author of the recently released NYT best selling book Powerhouse, The Untold Story of Hollywood’s Creative Artists Agency, Those Guys Have All the Fun, Inside the World of ESPN, and Live From New York, An Uncensored History of Saturday Night Live, His first book, RUNNING IN PLACE: Inside the Senate, was also a bestseller.
64 Hours of Video Published in October
Source: Limelight Analytics
Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-160
100
200
300
400
500
600
700
800
0
10
20
30
40
50
60
70
80
90
393 396 398 415
620 613
526
437
539
649688
13.0 14.3 14.5 15.7
32.1
25.9 24.3 23.026.0
30.4
64.3
Videos Published Hours of Content
# Vi
deos
Pub
lishe
d
Hour
s of V
ideo
Con
tent
Calkins Print Video Plays Across All Devices
Source: Webtrends
Jan-14
Feb-14
Mar-14Apr-
14
May-14
Jun-14
Jul-14Aug
-14Se
p-14Oct-
14Nov
-14Dec
-14Jan
-15Feb
-15Mar-
15Apr-
15
May-15
Jun-15
Jul-15Aug
-15Se
p-15Oct-
15Nov
-15Dec
-15Jan
-16Feb
-16Mar-
16Apr-
16
May-16
Jun-16
Jul-16Aug
-16Se
p-16Oct-
160
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Total Video PlaysCalkins Print Properties
Calkins OTT AppsDistribution platforms for digital video streamed to your TV via the internet
Roku Amazon FireTV Apple TV
Calkins Philly: Comcast & Verizon VOD PartnershipDistribution is for entire Philadelphia DMA
BIG IDEA 2
Creating an OTT linear stream at a local broadcast TV station to
generate additional audience and revenue using existing resources.
VOD/Video on Demand Math Example• 100,000 monthly video views• $25/CPM, 100% sold out• Monthly Revenue - $2,500, Annualized Revenue -
$30,000
Business Models: VOD vs Linear Math
Linear TV Math Example: Based on 40 content minutes/20 (30 sec) ad minutes per hour
Ad Units/Hour
Ad Units/Day
Ad Units/Year
Revenue/Year
@$1/Spot 40 960 350,400 $350,400
@$5/Spot 40 960 350,400 $1,752,000
Business Model: VOD vs Linear Math
Trend of Roku, Amazon Fire and Apple TV Cumulative Downloads at One Local TV Station
Source: webtrends, iTunes, Amazon Developer, Roku Developer
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-160
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
0
50,000
100,000
150,000
200,000
250,000DOWNLOADS AND TOTAL VIEW TIME
DOWNLOADS TOTAL TIME
DO
WN
LOAD
S
TOTA
L VI
EW T
IME
(HO
URS)
Linear ChannelSoft Launched 10/15
Linear ChannelHard Launch Jan
Source: Webtrends, November 2016
Mobile12%
Desktop9%
OTT79%
Share of Total Plays
Mobile1%
(3M, 40S)
Desktop2%
( 11M, 1S)
OTT97%
(1H, 37M)
Share of Total Time (with avg. view time per session)
Linear Drives Engagement
Source: Webtrends, November, 2016
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M
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6:00
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2,000
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12,000
14,000
16,000
0
500
1,000
1,500
2,000
2,500
3,000LIVE STREAM PLAYS BY HOUR
OTT Live Stream PlaysWebsite Live Stream Plays
OTT
Pla
ys
Web
site
Pla
ys
TV is the NEW TV
AM PM
Good News
• Gateway to cable carriage, low power OTA, virtual MVPDs• Legacy TV sales reps can sell it• Preserves legacy TV pricing model
Bad News
• Traditional TV syndicators don’t have rules yet• It’s hard and requires a lot of planning• There is a hard cost (bandwidth) associated with delivery that scales quickly
Linear OTT Facts
Questions?