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Appetite for Disruption: Realigning Digital Video Business Models

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A wave of disruptive innovation is now engulfing the video industry. Trends that until recently have held sway are becoming unsustainable.

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Appetite for Disruption: Realigning Digital Video Business Models

  1. 1. Appetite for Disruption: realigning digital video business models (From the Bringing TV to Life Series) Copyright © 2016 Accenture. All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture
  2. 2. A wave of disruptive innovation is now engulfing the video industry. Trends that until recently have held sway are becoming unsustainable. As the industry transforms itself, the stakes are high. > $500 billion The value of the global video market.
  3. 3. 3Copyright © 2016 Accenture All rights reserved. Total Pay TV Revenue, 2015–2019c, $US billions. Source: PWC and SNL Kagan 2015 All change: an industry in flux
  4. 4. This growth has been propelled by advances in technology…and changes in consumer demands 4Copyright © 2016 Accenture All rights reserved. The advent of highly optimised software-driven solutions have made OTT propositions more portable, scalable, and accessible Technologies driving QoE is enabling businesses to differentiate between quality and “freemium” content. Cloud technology and big data provide an affordable way to launch and optimise product Consumers expect constant connectivity and immediate video provisioning across all their gadgets Portability of devices is changing content consumption trends and driving requirements for one-to-one digital relationships Proliferating OTT services with unique content propositions challenge the value of existing carriage agreement deals as they gain popularity.
  5. 5. 5 In the event you need to collaborate, how can you do so in a way that helps maximize leverage and profitability in your business transactions? How are you going to build the capabilities needed to be successful? What type of digital video business do you want to be? Traditional Providers and Aggregators need to take three fundamental decisions:
  6. 6. 6 Two new capability models to consider: Digital Content Providers Digital Content Aggregators
  7. 7. While a simplified view of the relationship between traditional Providers and Aggregators may look like this… 7Copyright © 2016 Accenture All rights reserved.
  8. 8. An evolving value chain 8 Copyright © 2016 Accenture All rights reserved.
  9. 9. 9Copyright © 2016 Accenture All rights reserved. HBO NOW The rush to D2C OTT SKY and NOW TV From Aggregator to D2C DCP SLING TELEVISION From Aggregator to DCA DirecTV Aggregator consolidation Traditional Providers and Aggregators are already responding
  10. 10. 10Copyright © 2016 Accenture All rights reserved. AMAZON PRIME From DCP to DCA NETFLIX From DCP to global DCP YOUTUBE RED From DCA to DCP Digital natives are also assessing how best to position themselves
  11. 11. Tomorrow’s transformed digital video industry value chain— a virtuous circle 11Copyright © 2016 Accenture All rights reserved.
  12. 12. Copyright © 2015 Accenture All rights reserved. 12 Digital Content Providers (DCPs)
  13. 13. 13Copyright © 2016 Accenture All rights reserved. 5. Support multiple business models. 4. Get noticed.3. Stay close to the customer. 2. Move fast.1. Work together with platforms and devices. Digital Content Providers Five key strategies to become a Digital Content Provider
  14. 14. 14Copyright © 2016 Accenture All rights reserved. ADVERTISING Marketing & commercial offer Multimedia ad sales & billing Traditional ad Operations Digital ad operations Direct marketing (content) to drive scale Digital ad optimization CUSTOMER PROPOSITIONS Branding & digital marketing Digital sales Digital customer service Customer experience design Customer / audience analytics Social interaction Integrated multi-channel engagement, scheduling Multi-business-model platforms Multi-distribution product development Segmentation-informed curation & commissioning Interactive and innovative content experience CONTENT PRODUCTION Resource planning News production Program & promo production Sport & live event production Segmentation-informed curation & commissioning Interactive and innovative content experience CONTENT/SERVICE DELIVERY Broadcast play-out & control Service delivery Real-time content management Content protection Multi-business-model platforms Multi-channel content repurposing / supply chain CONTENT PROCESSING Multi-business-model platforms Multi-channel content repurposing / supply chain Content acquisition & QC Content management Archive management Content processing RIGHTS MANAGEMENT Multi-business-model platforms Multi-channel content repurposing / supply chain Content financial & budget Market screening & sourcing Distribution & licensing Content performance & analytics PROGRAMMING & PLANNING Multi-platform planning Multi-platform format creation Linear scheduling & programming VOD catalogue planning & management Integrated multi-channel engagement & scheduling Multi-distribution product development Segmentation-informed curation & commissioning Digital content optimization Traditional Content Provider Capabilities New DCP Capabilities Required Winning Capabilities of Digital Content Providers
  15. 15. Copyright © 2015 Accenture All rights reserved. 15 Digital Content Aggregators (DCAs)
  16. 16. 16Copyright © 2016 Accenture All rights reserved. Digital Content Aggregators Seven key strategies to become a Digital Content Aggregator 7. Build trust. 6. Leverage the living room advantage. 5. Aggregate insights. 4. Accelerate new digital capabilities to support the ecosystem. 3. Differentiate through quality of service and experience. 2. Scale up to succeed.1. Allow content to remain king.
  17. 17. 17Copyright © 2016 Accenture All rights reserved. SERVICE MANAGEMENT OPERATIONS Application & infrastructure ops Network engineering & operations Service monitoring Field force Multi-channel quality of service / experience Content and subscriber optimization services Cross-DCP care services DevOps-driven platform development models AD SALES/ AD ENABLEMENT Marketing & commercial offer Multimedia ad sales & Billing Traditional ad operations Digital ad operations Data-driven package and ad targeting Data-driven direct marketing enablement Targeted and dynamic ad services Cross-DCP targeting SERVICE DELIVERY/NETWORK Service delivery Content protection Distributor enablement Distribution products and services Data-driven direct marketing enablement Multi-channel quality of service / experience Content and subscriber optimization services OFFERING MANAGEMENT Content financial & budget Distribution & licensing Content performance & analytics Content and subscriber optimization services Data-driven package and ad targeting Content optimization enablement Cross-DCP targeting SALES & MARKETING Customer service Customer experience design Customer / audience analytics Social interaction Distribution products and services Data-driven package and ad targeting Digital package optimization Cross-DCP care services Multi-channel quality of service / experience Traditional Aggregator Capabilities New DCA Capabilities Required Winning Capabilities of Digital Content Aggregators
  18. 18. Become a “Digital Video Business” today—or pay the price tomorrow. Future winners will be determined by the choices they make today. Read the full report here
  19. 19. 19 Copyright © 2016 Accenture. All rights reserved. This document is produced by consultants at Accenture as general guidance. It is not intended to provide specific advice on your circumstances. If you require advice or further details on any matters referred to, please contact your Accenture representative. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks About Accenture Digital Video Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 373,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com. About this series Accenture’s “Bringing TV to Life” series aims to build an understanding of the technology and business trends and market drivers that are radically reshaping the video industry. Our perspective reflects our experience with players across the ecosystem and makes use of Accenture’s primary industry surveys. Our series aims to help all the players in this rapidly evolving space to accelerate their journey as high performance businesses. To learn more, please visit www.accenture.com/pulseofmedia Contact Sef Tuma Chief Strategy Officer Accenture Digital Video youssef.d.tuma@accenture.com youssef.d.tuma@accenture.com

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