andrew smith - cord cutting: creating media experiences that matter in an age of content overload -...
TRANSCRIPT
Cord Cutting: Creating Media Experiences that
Matter in an Age of Content Overload
Andrew Smith Director of Product
TV is AWESOME
* Source Digital TV Research
According to a recent survey, nearly a third of all households subscribe
to a streaming TV service like Netflix, Amazon Prime Video, or Hulu
* Source GfK’s 2016 Ownership and Trend Report
Among households headed up by those in the 18-34 demographic,
35% have canceled or never had Cable.
* Source GfK’s 2016 Ownership and Trend Report
Almost 1 Million people canceled cable in the second quarter of
this year.
* Source GfK’s 2016 Ownership and Trend Report
What does this mean?
More Apps!
Video Apps on TVs
More Apps!
Movies and TV Shows in mobile apps
The Paradigm
Lean Back (10 ft)
Desktop (2 ft)
Mobile (1 ft)
The Original Live TV UI
Back to the 90s
2016!?
On-Demand Video, V1
On-Demand Video, V2
On-Demand Video, V3
On-Demand Video, V4
WHY SO LITTLE CHANGE?
It’s Not Easy
And it’s especially hard to do this everywhere
3rd Party Platforms will Help…
…To make things the same
…To make things the same
…To make things the same
It’s OK.
* Source Activate, Tech and Media Outlook 2016
Millenials Gen X Boomers
56%
74%
83%
Percentage of viewers who binge watch
Where do these viewers want to binge watch?
* Source Activate, Tech and Media Outlook 2016
Millenials Gen X Boomers
3%7%
14% 11%14%
26%
86%79%
60%
Mobile/Tablet
Desktop/Laptop
TV
Discoverability“I want to watch
something tonight”
Is this the TV we wanted?
SearchSearch
“Star Trek”
Choose Channel
Voice UIs
The Commoditization Trap
Content
Less is more.
Control is Key
Merchandising
Merchandising
Merchandising
New Paradigms
Despite the inertia in traditional media, the world is changing
under our feet
From Appointment Viewing
…to Invitation Viewing
Daily Views
Superbowl Youtube Facebook Snapchat
165M
5 Billion
8 Billion
10 Billion
Redefining a “View”
5:00 :30 :03 :01
Redefining Live
Redefining Live
Redefining Live
Redefining Social
Ambient Consumption
Passive Music Consumption
Short Form Long Form
Simple Production
High Production
Stories
LiveOn-Demand
Solitary Shared
Product Design is Critical
* Business Insider/App Annie
Video Experiences as Product
* Business Insider/App Annie
Wide Distribution Movies: $100 Million / Hour of content
Game of Thrones: $10 Million / Hour of content
If your KPIs are hours streamed/month, daily active users, and retention, for what kind of
content would you optimize?
The Future Will be More Fragmented
Traditional Media Distribution
One Title Many Channels
What will the media company of the future look like?
Products and media properties native to the delivery channels and usage
modes.
ROOSTERTEETH
Movies
Premium TVOn-demand serial Podcast
Livecast
Short-form
