new entrants, evolutions, mutations: tv in the futurebrandtrend.hu/media/2014/10/new-entrants... ·...

New entrants, evolutions, mutations: TV in the future

October 2nd, 2014

Alexandre Callay

Eurodata TV Worldwide Director

Sahar Baghery

International TV Formats and Contents Director

SBaghery

Videos/0.TEASER CONF.mp4

Summary

New TV habits

Enriched ecosystem: content everywhere, viewers in the center

« Tell me a story! »

New TV habits

1

Source: Médiamétrie / Eurodata TV Worldwide / Relevant partners – All rights reserverd

Europe: almost stable competition

Based on total individual, total day. Differed included when measured. * Historical leaders in 2003: Germany: ARD 3, ARD, ZDF, RTL, SAT1, PRO7 / France: TF1, FRANCE 2, FRANCE 3, CANAL+, FRANCE 5 before 7pm, ARTE before 7pm, M6 / Spain: LA1, LA2, TELE5, ANTENA 3, regional channels FORTA / Italy : RAI UNO, RAI DUE, RAI TRE, CANALE 5, ITALIA 1, RAI DUE, RAI TRE, RETE 4, LA 7 / United Kingdom: BBC1, BBC2, ITV1 (inc. GMTV), CHANNEL 4+ S4C, CHANNEL 4 +1, FIVE) / United States: ABC, CBS, NBC, FOX, WB, UPN, PAX affiliates. * Historical leaders in 2003 and the 1st half of 2014: Germany: ARD 3, ARD, ZDF, RTL, SAT1, PRO7 / France: TF1, FRANCE 2, FRANCE 3, CANAL+, FRANCE 5 24/24h, ARTE 24/24h, M6 / Spain: LA1, LA2, TELE5, ANTENA 3, regional channels FORTA / Italy: RAI UNO, RAI DUE, RAI TRE, CANALE 5, ITALIA 1, RETE 4, LA 7 / United Kingdom: BBC1 SD+HD, BBC2, ITV SD+HD (inc. Bfast), ITV+1, CHANNEL 4, CHANNEL 4+1, CHANNEL 5, CHANNEL 5+1 / United States: ABC, CBS, NBC, FOX, CW, UNIVISION, TELEMUNDO, UNIMAS, AZTECA AMERICA, ION, ESTRELLA TV affiliates.

Allemagne

39,6

48,8

46,0

31,7

36,4

36,9

23,1

35,0 35,7

15,9

35,8

39,0

30,1

51,7 50,8

10

15

20

25

30

35

40

45

50

55

2008 2009 2010 2011 2012 2013 S1 2014

Evolution of the market share (%) of non-historical channels

New TV habits


20 Years of World Cup…

France Vs Germany

16.9 Million (share 71,8%)

Argentina Vs Netherlands


Spain Vs Chili


Germany Vs Argentina


Final - Brazil Vs Italy


Netherlands Vs Ireland


Bolivia Vs Spain


Germany Vs Bolivia


Final – Brazil Vs Italy


Top 1 - 1994 Top 1 - 2014

FINAL Germany Vs Argentina


New TV habits


Comparing national consumer trends and habits

Methodology :

Audience Measurement : Live + Replay except for Spain. Audience PC measurement for Norway over the period January-June 2014 and out of home from July 2014.

Target : Total individuals.

Period : January-July 2014 vs January-July 2013

Total Individuals

2h38

+3’

Norway >120

4h04

Spain >140

4h27

Italy >200

3h43

France >120

3h21

+7’

Netherlands >65

+1’

3h40

United Kingdom

>290

-13’ -5’ -7’

4h45

United States

>130

-8’

3h42

+1’

Germany >90

OOH

Live

PC

Replay

Catch Up TV

Out-of-home OOH

New TV habits


Methodology :

Audience Measurement: Live+ Replay except for Spain. Audience PC measurement for Norway over the period January-June 2014 and out of home from July 2014.

Target : Total individuals : Germany : Individuals 14-29; Spain : Individuals 15-25; France : Individuals 15-34 ; United Kingdom : Individuals 16-24; Italy : Individuals 15-34; United States : Individuals 15-24; Netherlands : Individuals 20-34; Norway :15-24

Period : January-July 2014 vs January-July 2013

Young adults elude the television screen

Young Adults

1h30

Norway >120

2h59

United States

>130

2h21

United Kingdom

>290

2h17

Spain >140

2h30

France >120

2h41

Netherlands >65

2h06

Germany >90

2h54

Italy >200

+1’

-16’ -4’ -14’ -10’

-6’ -8’

Live

PC

Replay

Catch Up TV

Out-of-home

OOH

OOH

New TV habits


New TV habits

Target: Total Individuals. Period: January-August 2014 Vs January-August 2013

Audience time viewing evolution per month

+5

-5 -7

0

-5

+7 +10

1

-5

19

-9 -3 -3

20 26

11

+ +

+

+

-5 -3 -7

-3 -4

10

17

9 +

+

+

January February March April May June July August

+

-11

-2

-12 -4 -7

8

20

11 +

+

+


Audience measurements in evolution

22 Countries measure

time shifted viewing

88 Countries

Eurodata TV Worldwide

76 Countries with people meter

system

10 Countries

measure TV viewing on PC

.

Currency measurement evolution:

The latest & upcoming • Finland: PC viewing (April 2014) • Norway: Out of Home viewing (July 2014) • France: catch up TV (September, 29th 2014) • Netherlands: Video Total (final quarter of 2015) • UK: PC viewing (2016)

5 Countries measures

OOH viewing

New TV habits


Time-shifted viewing, an incremental impact for audiences

Broadcast 01/01/2014

Sony Pictures Television Distribution

15,4 M en

Live+VOSDAL+7 days

+75% vs. Live+VOSDAL

Evolution of the proportion of consumption: Homeland S3 (2013) vs. Homeland S1 (2011)

+7 points

vs. 2011

+1

+5

-13

Source: Showtime, Nielsen, Rentrak

32%

17%

23%

28%

Homeland S3

(2013)

Hartswood Films / BBC Drama

13.2 M in Live+VOSDAL+28

days

+93% vs. Live



3.4 M in Live+VOSDAL+7

days

+22% vs. Live

Live

Live + Vosdal

Live + Vosdal + 7 Days

Live + Vosdal + 7 Days + 28 days

On Demand

3h40

3h44

+27’

+31’

+9’ 3h21 3h43 +4’ +4' 4h28

Methodology:

Audience Measurement: Live + consolidated.

Target: Total individuals.

Period: January-July 2014 vs January-July 2013

New TV habits


Multi-screen consumption completes live content

1 of 2

French consumers

viewed catch-up TV in the

past 12 months

15-24

40.8% In the past 12 months

2.4 M In Live+VOSDAL+7

Days

> 58,000 Stream views

FIFA World Cup Final Germany vs. Argentina

15+

1.9 M In Live+VOSDAL+6

Days

> 192,000 Stream views

France: key figures for the use of catch-up TV Netherlands: % of video content consumption by type of screen

Streaming TV content is increasing ...

Tablet

13 +

76%

9%

7%

4%

Fixed computer

Television

Laptop

Smartphone

4%

#1 Screen the

most used

12.6% In the past 12 months

#1 Target that

consumes the most

Médiamétrie (France): Global TV Study Summary, Wave 13 April-June 2014. Basis: total population individuals 15+.

SKO Stiching Kijdonkerzoek (Netherlands): Moving Pictures 2013.

Source: MMS Mediamatning I Scandinavien (Sweden) / SKO Stiching Kijdonkerzoek (Netherlands)

New TV habits


Smart TV, a motor for growth

28%

56%

28%

41%

39%

28%

+2%

+48%

+29%

+8%

-8%

Evolution in % S1 2014 vs S1 2013

Source : Médiamétrie / Eurodata TV Worldwide / GfK Retail & Technology – All rights reserved

2009 2010 2011 2012 2013

New TV habits

Proportion of Smart TV (%) compared to total sales – First semester 2014

Smart TV Traditional TV

Number of units sold

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

Allemagne Royaume Uni Espagne Italie FranceGermany Spain Italy United Kingdom France

Sales of TV sets since 2009 (number of units)


Proliferation of screens enhances interactions

Social TV gains ground

2.2 million Swedes interact with a

second screen everyday while watching TV

990 million

tweets about TV were sent by 36 million of Americans in

2013.

60% of daily interactions about a TV show occur during the air

time.

Use of social networks keeps widespreading

24.3% of worldwide

users are American.

85% of Internet users

own an account.

41% of Italians.

83% of Italians.

15 million users in the

UK (09/2013).

34.3 million unique

visitors (11/2013).

13 visits on average by

week.

9 million users.

30% of people 12-19.

85% of people 12-29.

32.8 million of people

15+ report that they are registered on at least one social network.

Scandinavia: TNS Gallup Mobile Devices / New Media Forecasts 2013 – ZenithOptimedia / TNS Kantar Media

USA: Nielsen, Nielsen Social Guide, “Multi-Device Usage Study,” GfK November–December 2013, GlobalWebIndex Wave 11

UK: Second Sync Study, February 2014 // Tech-thoughts, “Multi-Device Usage Study,” by GfK November-December 2013

France: Mediametrie, Web Observatoire April-June 2014. Base: Total Individuals 15+

Italy: New Media Forecasts – ZenithOptimedia / Nielsen Italy / Audiweb powered by Nielsen – Audiweb Database, December 2013 / US Census Bureau, GlobalWebIndex Wave 11/ InternetWorldStat, Facebook ITU

Netherlands: GfK / Dutch Digital Market Overview – ComScore

New TV habits

Enriched ecosystem: content everywhere, viewers at the center

2


Platforms without borders


Scandinavia

+

…

Middle-East

Africa

Yomvi

Latin America

Yuzu

Eastern Europe

Ivi

Asia

Iqiyi


The transformation of the ecosystem

complementarity

cord-cutting

Consumption

Regulation

Innovation

Content

Transformation

Offer and Demand subscription

Lower prices binge watching

multiscreen

ATAWAD

chronology of the media

Quotas

Harmonization

Competitive advantage

Tax system

OTT

algorythm

bandwidth

rapidity

Data analysis

recommendations Premium international Original production

Communication catalogues Market destabiliation

Strategic partnerships

cable Internet Mobile

studios

platforms

TV viewers

Broadcast windows

Mutation


Partnerships with traditional actors and new entrants: contents everywhere

Lilyhammer

Source: Eurodata TV Worldwide / Multiscreen Report 2014 / NOTA / Relevant partners – All rights reserved

Season 3

msh% BBC2

x3 / 16-34 / 6 ep.

Season 2

Season 6

Season 4 Season 3

3rd season of pilote episodes


Videos/16.The wrong mans Hulu vostvf.avi


Marketing to Millenials: the use of social networks to promote TV shows

From previews on social networks…

+63% vs

channel average on Adult Swim on 18-34 (episode 8)

+14% vs

channel average on AMC on 18-34

(premiere)

+46% msh vs slot

on 15-25 (15 episodes)

…to buzz and additional content

The Walking Dead

Instagram Halt & Catch Fire Rick & Morty

Velvet

Entertainment One Atresmedia International / Beta Film

All3Media International

x3.6 msh% vs slot on 16-34

on July 18th, 2014

TV2 watched by twice

as many 18-25 year old men than TV3

337,000

followers

1.9 million

likes > 100,000



Social strategies in the development of TV content

X2 vs channel average Ned3

on 13-19 (10 episodes)

28.5% (premiere) vs 22%

on average on TVI (15-34)

Audience engagement and participative content:

Smeris

Rising Star

Dutch Features Global Entertainment

Keshet International

TelFrance

Endemol

Fundastic

#What’s next

Web Public space

Collected on 26/08/2014

11,590 likes


« Tell me a story ! »

3


Sports and Live, gathering audiences

Record Entertainment since 2009

80% msh

45 million

Beauty Queen 2014

195 million viewers In 41 European markets

#1 Entertainment Live

16-24

14-29

1/2 Final 89.3% msh on NPO 1

Final 86.2% msh

on ARD

Total individuals

Women 15+

Total individuals

89.8% msh

87.7% have watched at least one minute a match on TF1

MORE

95.1% msh


Methodology: Top entertainment programs between January and May 2014 / Based on the best episode – Target Total Individuals


Strong brands: worldwide awareness and the potential of development

HOTPICKs AUSSI

FremantleMedia

Master Athlets

All3Media International TF1 Productions / Armoza

All-Star Lifeguards

Small World

The People’s Choice

Televisa

Talpa Distribution Shine International

Help! I Can’t Cook

Keshet International

Methodology : - Utopia data based on the market share (total individuals) - Rising Star data based on the viewers’ evolution (total individuals)

+40% between 1st and last

episode



Blurred boundaries, mixing genres

+150% vs slot on 18-34

Coming soon

Best performing program of the season, all genres combined

on La Sexta

Murder in Successville

Seven Deadly Sins

Warrior Poets

The World Wars Our World War Operation Palace

The Quest

The Next Step

A+E Networks BBC Atresmedia

Green Harbor Productions / Court Five / Profiles Television Productions

Tiger Aspect Productions

BBC Worldwide



From the book to the screen: universal stories

msh % X6 vs slot on

18-34

First episode

msh% X3.5 vs slot

on 18-34

Best series launch on

TNT last season

The Leftovers The Last Ship

The Book of Negroes Gallipoli Jonathan Strange & Mr Norell

HBO Warner Bros International Television Distribution

Entertainment One Endemol

HOTPICKs

MORE +



Best performing series are concentrated on main broadcasters…

10 12

5

5

3

7 5 Antena 3

Ned 1

TV4 Telecinco

Méthodology: Period: January – June 2014 Based on the best performing episode in audience of each series

Number of local series per broadcaster in national top 15 scripted series (in audience)

4

11

4

11


Source: Eurodata TV Worldwide / Scripted Series Report – Update 1 & 2 2014 – Relevant partners – All rights reserved


Ptit Quinquin

Original creations also boost the challengers

x 3 vs slot average on 15-34

Söder Om Folkungagatan

SBS Broadcasting Network

Bluf

MORE+

Neste Sommer

DRG

x 3 vs slot average on 15-24

x 2,5 vs slot on 15-34

Methodology: Performance of the premiere episode (in market shares) compared to the channel’s average slot (prime time)

E4

Mr Sloane

Girls Will Understand

BBC Worldwide

Glue

x 2,5 vs slot on 16-34


Videos/4.SODER OM FOLKUNGAGATAN.mp4


Transgenerational stories from childhood to adulthood

ITV Studios Global Entertainment

Disney-ABC Domestic Television

The Choice Generation

Classics Rebooted

Star Wars: The Clone Wars

Thunderbirds are Go!

Star Wars Rebels

France Télévisons


MORE +

Kids Young adults Adults

Chica Vampiro Heartless

Flash

The Strain

Gotham

Surnatural

Super Heros

Televideo Internacional

Warner bros television distribution

Twentieth Century Fox Television distribution

Warner bros television distribution

Ultimate Spider-Man

msh% +75% vs children scheduling on France 4 on 4-14

msh% X3.9 vs slot on 15-24

DR Sales

Disney-ABC Domestic Television


Key take away

The usages are evolving rapidly and the television offer

enables you to manage your time

Non-linear offers remain and will remain

complimentary offers

Television remains and will remain a powerful media

The more there will be choice, the more viewers will need

to be on medias that hold a strong editorial

identity

Until that cycle, technological developments are preparing

tomorrow’s innovations: 4K, 8K, 4G, Occulus, video games...

The role of TV channels are evolving,

content publishing aggregators and creative events

We are at the dawn of a new cycle where content will be

key drivers of change


Next interventions from Eurodata TV

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(Booth P-1.C56) Cannes 13-16 October

+ [email protected]

MIP Junior Cannes 11-12 October

Sportel Monaco 4-7 October [email protected]

Sport Innovation Summit Mexico 23-24 October OCT-NOV

MIP Cancun 19-21 November

2 presentations GLOBAL CHANNEL DISTRIBUTION: MARKET OVERVIEW 13 Oct 2014, 09:15 - 09:35 Esterel Palais 5 MEXICO MEDIA & ENTERTAINMENT LANDSCAPE 13 Oct 2014, 10:10 - 10:40 Auditorium A Palais 3

mailto:[email protected]













Thank you!

Alexandre Callay

Eurodata TV Worldwide Director

Sahar Baghery

International TV Formats and Contents Director

SBaghery

Videos/0.TEASER CONF.mp4

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