Changing consumption trends TV Broadcasters in the New OTT Environment

Albany, New York, March 14, 2017: Market Research Hub has recently announced the addition of a new report to it broad database titled as “TV Broadcasters in the New OTT Environment”. Using examples from North America, the United Kingdom, Germany and France, this report looks at major television players, public and private, free and pay, and their positioning strategy for Over-the-Top.

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Traditional TV players and their OTT Positioning Strategies

We first try to understand what in the sector as a whole is motivating these traditional TV players to develop OTT strategies in parallel, in addition, as an extension, or even sometimes in competition with their linear TV offerings.
The report then details the OTT services developed by the major audiovisual groups of the four markets studied, and seeks to identify how these services fit into each company's overall approach, and how the competitive environment has influenced these strategies.

Finally, it analyses the strategic OTT positionings of these groups and defines a typology for the different approaches.

Table of Content:

1. Executive Summary
2. Methodology & definitions
3. Audiovisual market developments
3.1. Changing consumption trends
3.1.1. Declining linear consumption not offset by increased time-shifted viewing
3.1.2. Total time spent watching TV remains stable, but includes different content from what channels are airing
3.1.3. Increased video consumption outside of linear TV…
3.1.4. particularly among younger viewers
3.1.5. Among OTT services, subscription services are growing strongly
3.1.6. Non-linear is naturally more prominent in total video consumption
3.1.7. First signs of cord-cutting?
3.2. Changing equipment trends
3.2.1. Rapid adoption of second screens
3.2.2. Democratisation of fixed and mobile broadband and ultra-fast broadband
3.2.3. Audiovisual consumption patterns on these new screens
3.3. Changing audiovisual revenue trends
3.3.1. Revenues feeling the impact from changing consumption patterns and the economy
3.3.2. Stagnation expected in the next few years, except for OTT
3.4. Competition growth

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4. TV broadcasters and their OTT initiatives
4.1. United Kingdom
4.1.1. BBC
4.1.2. Sky UK
4.1.3. ITV plc
4.2. France
4.2.1. France Télévisions

5. Analysis of the strategic OTT positioning adopted by traditional TV players
5.1. Public broadcasters: OTT as a means to better exhibit/exploit public service content
5.1.1. The BBC: a pioneer of catch-up TV and exploiting 'in-house' content
5.1.2. France Télévisions: a broad strategy incorporating FTA and pay, generalist and special interest
5.1.3. ARD-ZDF: a minimalist strategy based on catch-up and live-streaming
5.2. Commercial broadcasters: both narrow and wide positioning in evidence
5.2.1. ITV plc: repositioning with live and catch-up TV
5.2.2. TF1 Group: gradual development in all segments
5.2.3. M6 Group: refocused positioning on free services
5.2.4. ProSiebenSat.1 Media SE: an ambitious strategy covering all segments
5.3. Premium channels and pay-TV providers: targeting non-subscribers of linear TV with OTT because of competitive pressure
5.3.1. Sky UK: a proactive strategy in a buoyant market

CONTINUED@...

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