We have finalized our findings from our survey and interviews that we conducted over the past few months with industry players and experts all around the world. Some key trends have emerged: Cable & Satellite are the dominant infrastructure but satellite might loosing ground Mobile TV is the new way of distributing TV content and will see strong growth Social Media integration is key to growth for both content and distribution infrastructure A new external player will eventually enter the market and disrupt the industry Sports remains the most thought after content but new market segments will be targeted: families and elder citizen Significant difference in mature and developing markets when it comes to TV consumption

1. Global Content Compass 2014
Global Content Compass 2014
Trends in
Global Television
& TV Distribution
June 2014

2. Global Content Compass 2014
Introduction & Disclaimer
The Global Media Consult Global Content Compass 2014 is a snapshot of trends in global television and related television distribution
infrastructure. The compass uses input derived from a global online survey amongst TV industry experts conducted in February & March
2014. Based on the survey results further research and analysis was done; in specific, a selected number of industry experts were
interviewed in person, via phone or email exchange. We had around 300 respondents in our survey and eventually spoke with close to 60
different individuals all around the globe. Our interview partners are a good representation of executives in the TV industry both on
infrastructure and content side of the business. They are from all parts of the world and with a good mix of expertise, insight and market
know how.
Nevertheless, it is not to be meant a scientific research nor does it provide statistical and empirical solid data. Our attempt is rather to
provide an overview of trends in order to help players in the industry navigating their businesses. We hence waive any responsibility for
business decisions made on basis of our findings. But we will happily consult you on making such decisions and developing your plan for
growth.
Global Content Compass 2014

3. Global Content Compass 2014
35% 45%
27%
18%
35% of our respondents
are directly involved with
content creation or
acquisition.
Content
TV Platforms
These respondents work
in TV infrastructure such
Cable, Satellite, IPTV etc.
Industry Experts
These are consultant,
journalists, technology
managers, researchers,
etc.
New
Technologies
18% of our respondents
work directly in one of the
new technologies such as
Mobile TV, OTT services or
VOD.
Our
Respondents
Roles

4. Global Content Compass 2014
Cable/
Mso
28%
Sat./DTH
28%
Terr
25%
Mob
19%
23
TV Distribution Infrastructure
Which distribution type is the dominant format in the relevant region of our interview partners/
survey respondents? We asked them to rank them and name the most dominant one.
In most markets traditional
infrastructure such as Cable/MSO &
Satellite is the dominant TV distribution
1
Terrestrial is still still used in many
markets as the main access to TV2
Terrestrial markets correlate with
Satellite distribution as the second
largest infrastructure and with large
Mobile TV penetration
3
IPTV holds second place in many
traditional markets and will further
grow
4
There is still a digital divide in many markets – especially when people use terrestrial access to TV: here
analogue viewing is via terrestrial infrastructure and satellite is the digital venue.
Mobile TV is popular
in markets with weak
or non existent cable
and where satellite
offers limited or
expensive services.
Mobile TV
The hidden
Champion

5. Global Content Compass 2014
Growth Trends
TV Distribution When looking at trends for growth of various TV distribution infrastructures, you
will not find much of a surprise. We asked our interview partners how they
forecast the growth in their relevant markets. Overall, new methods (OTT, IPTV,
Mobile) are seen as the main growth sector. Our respondents where asked to
rank the growth potential of each infrastructure.
66% believe that mobile TV will
show the largest growth potentia;
followed by 60% for OTT
potential and 50% for IPTV. l
Non-traditional
25% of our respondents see a
growth potential for DTH; and
less than 20% for cable/MSOs;
naturally, terrestrial is only seen
with 10%.
Traditional
In Cable-dominated markets, a
larger growth potential for IPTV is
seen than in others.
Cable/MSO
Respondents in satellite markets
are less optimistic on their growth
potential for satellite than the
overall group. Only 15% expect
further growth. It seems that in
these markets, the saturation is
reached and new less developed
markets have to be sought.
The fear that a new player with
OTT services is disrupting the
industry is highest here.
Satellite operators need to find
ways to offer OTT, integrate with
infrastructure on the ground and
get into the mobile TV market.
Satellite
IPTV is having the best potential
in cable markets according to our
survey. Here it can rely on
established (broadband)
infrastructure and less
competition from MobileTV.
Especially when combined with
attractive OTT offerings, it can
have large growth.
Cable/MSO see this rather as an
opportunity than a threat and will
likely launch their own IPTV/OTT
services.
IPTV
A combination of OTT services
and Mobile TV will have huge
potential in less developed
markets; especially if there is still
terrestrial infrastructure as a key
access for TV watching.
In these markets 70% of our
respondents believe that Mobile
TV will further grow. It is only
followed with some distance by
50% who believe in OTT growth;
43% for IPTV and only 28% for
DTH and around 20% for cable or
terrestrial.
OTT & Mobile TV
1 2 3
4 5 6

6. Global Content Compass 201443
Mobile TV is only strong
when other distribution
infrastructure are weak
in terms of penetration,
service and offering.
Especially true for Cable
and Satellite.
It is also strong, when
no reliable & affordable
broadband is available.
Weak
Alternatives
OTT & Mobile combined
can enable market
domination of this
infrastructure. The
merger of the two
technologies will make it
difficult for any other
player to challenge this
position.
OTT &
Mobile
Mobile devices become
more and more TV
viewing equipment.
Smartphones & tablets
offer comfortable
viewing and interaction.
They are on the verge of
becoming the central TV
hub and replacing the
TV set.
Mobile
Devices as
central TV
hub
Broadband access via
mobile will eventually be
the killer app – most of
all when combined with
smart social media
integration. This puts
Mobile TV in pole
position in almost all of
the less devloped TV
markets.
Future
Technology
Mobile TV Markets – a closer Look
Our respondents expect in markets with already substantial usage of Mobile TV further strong growth of that infrastructure.
The consumer is used to this ay of watching TV. New devices and content tailor-made for mobile will make it even more
comfortable for the consumer.
Take Aways from our findings about Mobile TV
1 2 3 4

7. Global Content Compass 2014
Non-traditional Services: a threat?
We wanted to know from our interview partners if new services such as OTT, mobile, etc pose a
threat to them or an opportunity. The response was clear: almost 86% consider it an opportunity
Only a few fear the new services and see them as a
threat. We investigated what these minority might have
in common.
What are the fears of
the others?
Industry disruption from a new player
These respondents see a non-traditional TV company
entering the market and disrupting the industry; and
not having a plan themselve to counterattack
1
TV Consumption shifting towards VOD
In these markets there is a strong trend towards VOD
consumption away from linear. A threat for TV
channels in particular in these markets.
2
Piracy Issues
Respondents that fear new entrants and technologies
typically deal with a tremendous amount of piracy
issues in their markets. New technologies can
enhance that problem and open up new battle with
new market players.
3
Lacking Counterattack Strategy
The respondents do only see offering more content
as a plan for fighting off new entrants. A lack of other
creative strategy makes them more vulnerable.
86% of our
respondents consider
new services such as
OTT & Mobile TV an
Opportunity
4

8. Global Content Compass 2014
The impact of
New Technologies
We addressed the impact of
certain new technologies on the
TV industry. Our respondents
were asked to rank them from
no impact at all to significant
impact (“game changer”).
• OTT services & Technology is rated by 42% as a game changer
• Mobile viewing is also ranked by 42% as a game changer
• 37% believe IPTV delivery of content has the game changer role
• HD technology is listed by 31% as a game changer
• 4K Technology is ranked only by 17% as a game changing impact
• 3D Technology was only considered by 15% as a game changer
OTT
• OTT was most often named a game changer in cable-dominated
markets.
• It is also expected that a non-traditional player will enter these
markets.
• In addition the integration of social media technology is seen as
a key enabler for OTT growth.
• A strong growth of IPTV in a given market is seen as an indicator
for OTT growth and a likely entry of a new player.

9. Global Content Compass 2014
Technology
Revolution? Almost 57% believe that social
media integration will be a key
technology in the future.
The supporters of this idea are
especially strong in markets where
they expect strong growth of OTT,
IPTV and Mobile TV.
It does also apply more to mature
markets for they offer relevant
broadband infrastructure and critical
mass to make social media
integration useful
Social Media
Integration
Respondents who see new
technologies on the
horizon also believe that
this will enable a variety of
new revenue streams and
creative content
monetization models.
Especially OTT services
and Mobile TV are
considered a way of
earning income in the TV
industry.
New Revenue
Stream
What technology will
potentially revolutionize the
industry?
We asked if our respondents see any revolution coming soon in TV
Technology and if so, what could that be.
Brought to you by
Facebook?
It is widely believed that new technologies in
combination with social media services can open
up big opportunities for a new player from the
outside. Could that be Facebook?
Mobile TV & OTT & Social Media
Whoever combines this in an
attractive, affordable service has
KILLER APP

10. Global Content Compass 2014
TV Set
is still the
central media
hub
While we see a trend towards
more mobile TV consumption,
we are still far away from having
mobile devices as a central
media hub.
The role of the TV Set as a
central media hub is especially
strong in cable TV markets.
1
VOD Services are seen a key
element to foster the role of the
TV set as the central hub.
2
Establishing yourself as a trusted
source for curated content is also
stabilizing the role of the tV set.
3
New apps on the TV& innovative
content are also considered a
good tool to keep the TV set’s
central role.
4
The proliferation of viewing devices
is not considered to have any effect
on overall TV consumption. Rather
the time for watching TV is split
amongst devices and services:
clear winner of this trend will be
VOD, Mobile TV and OTT services
Less than 26% believe that
mobile devices will replace the TV
set as a central media hub.
Nevertheless, mobile devices will
gain an important role as a TV
content & programming
management tool.
Social Media Integration will be a
central element in merging the
various services and devices – it
will be the linchpin. It has the
power to direct, drive traffic
towards certain content and
devices.

11. Global Content Compass 2014
Audience
Needs
The new ways of watching TV changes the
audience’ needs: VOD formats and Mobile TV will
benefit most from tailor-made formats. The
respondents in our survey see less a need for
linear TV to come forward with new formats to
instill growth or that OTT would need its own
formats.
While Mobile TV by its shear design will require
its own format, it is both a change and risk for
producers to create formats dedicated entirely
for VOD consumption.
The changes in audience needs opens opportunities for attractive, tailor-made content
for Mobile TV. In combination with VOD services it can create a big growth potential.

12. Global Content Compass 2014
Audience & Consumer Loyalty
What elements will most likely have an
impact on audience loyality and
viewership for a TV service?*
In our survey and interviews we asked the respondents
on their opinion how audience loyalty and viewership can
be secured. The industry has a variety of options to
address this issue. We discovered four areas that are
most promising in keeping customers loyal. They best
work in combination and with slightly different focus for
each customer segment.
Besides the four major elements listed here, the other
strategies such as offering more content, or at lower
rates /for free, or having a lot of innovative apps are seen
less of useful in keeping audiences loyal.
40%61% 56%57%59%
TwoOne Three Four
Offering all content on demand
Offering more content as an on demand services is a
key strategy for customer loyality in saturated
markets
Integrate closely with social media
The integration with social media & related
technology allows for establishing the brand as
trusted content curator and service.
Own, high quality productions
Producing & offering your own, high-quality content
is considered a good method of increasing audience
loyalty and establishing viewership.
1
* Respondents could select from a pre-defined lists of elements to rank the level of
impact on audience loyalty. Multiple selections were allowed. Percentage reflects the
combined number of respondents who ranked this element as with large or significant
impact on audience loyalty and viewership.
2
3
4
Be a trusted source of curated content
Establishing yourself as a trusted source of curated
content for your niche / target audience will keep
them loyal to your brand.

13. Global Content Compass 2014
The
commercial model
of TV will see a
Paradigm
Shift
New technology
enables new revenue
streams for content
Technology
Innovative new ways of
creating revenue from
content will be
developed
Innovation Smaller/ niche players
will now have easier
access to income
Niche
A variety of (new)
distribution platforms
allows for new ways of
monetizing content
Proliferation
The way how TV is monetized has always been a fundamental
question of the TV industry. We asked our survey respondents how
they see the commercial models will change over the next few
years.
The feedback was clear and overwhelming: new technologies will
enable new ways of monetizing TV.
Traditional Pay TV and Advertising revenue will be playing a
smaller role in the future.
PayTV
& License Fee Advertising

14. Global Content Compass 2014
Content is King
And makes
money
Good news for the TV industry: more and more consumer adapt to
the idea that they have to pay for good content. More than half of
our respondents can observe this in their markets and are
optimistic that revenue streams from content will grow further.
Growth of content revenue will be especially strong
in mature markets in which OTT and VOD services
can be implemented successfully. They will drive
the usage of new services and the ability to
generate new income from content. Linear TV
channels are not seen to grow in these markets or
to generate any substantial pay tv income.
In correlation with the growth of income from
content and also the establishment of new ways to
create revenue streams, the respondents see a
stronger than average decline in advertising
income in these markets. For them advertising
income might even become obsolete one day.
In our survey we could identify a few market segments that are seen as an attractive “new”
target group: Especially in mature markets it seems to be worthwhile to go after families and
elder citizen with own, high-quality productions. Here is a growth potential for pay content
that has not been completely exploited yet.
Content for “new”
target groups

15. Global Content Compass 2014
TV Content
& Format
Trends We see growing numbers of TV Formats and content offerings in the markets
everyhwere. There seems not end to the industry’s creativity and productivity.
Our respondents do not see any market saturation yet.
Sports remains the genre with
the highest growth potential. This
is true across all regions and
platforms and with a significant
growth potential overall.
Sports
Children-/family oriented content
is also considered having a good
growth potential, especially when
tailored to new devices and
services.
Children/ Family
Factual content will also grow
with special chances for
educational, wildlife & nature,
action & adventure focus.
Factual
Within the fictional genre there is
growth potential for adventure-
related content, followed by
thrillers and science fiction.
Fictional
News will see less of a growth
but has potential when focusing
on a thematic or niche audience,
e.g. sport news, music news etc.
News
Devotional & political content is
not seen to have much of a
growth perspective; neither have
Fantasy & Mystery, Horror &
Romance genre.
Other
1 2 3
4 5 6
Live
Broadcasting
Live formats will gain
marketshare (most all sports
events) and will be produced
more.
User-generated
Content
This segment is to grow and
offers tremendous potential in
combination with the trends
above.

16. Global Content Compass 2014
The digitalization and different user interfaces allow for addressing more niche and thematic targets. Which
segments does the industry plan on targeting?
Sports and
specifically niche
sports segments.
58%
16%
61%
53%
68%
54%
Children &
Families
Elder Citizen
Ethnic groups &
foreign languages
Young male
audience
Technology Fans
Attractive Target Segments
As an
interesting
finding we
discovered that
the much hyped
Millennial
Segment is not
worth
addressing for
many players.
Are they
considers lost
already for
traditional TV?

17. Global Content Compass 2014
Genre-specific Trends
We discussed with our survey participants specifically some trends in the non-fiction genre in
more detail and have summarized here some key findings.
Non
Fiction 79%
See the
sports
segment
growing further
54%
Believe that
Educational &
Instructional
Content will grow
33%
See growth for
News
44%
See a growth in the
Music
formats and genre
The perspective is different, when asked about certain specific
news channel formats: Thematic news channels are considered
to have substantial growth potential; and also local news channel
might foster. Regional news channels seem to be less favored.
65% Say that Lifestyle &
DIY have growth
potential

18. Global Content Compass 2014
About Us
Global Media Consult
is a leading
boutique consultancy focusing on
TV Content &
Channel Development,
Distribution & Management
Global Media Consult
Christian Knaebel, CEO
Gruengartenstrasse 1
77836 Rheinmuenster / Germany
Phone +49 7227 999 9999
Email: ck@globalmediaconsult. Com
www.globalmediaconsult.com
For more detailed data and how the findings
affect your business, do please, contact us: