surviving and thriving in an on- demand, digital world · simon michaelides chief commercial...
TRANSCRIPT
Simon MichaelidesChief Commercial Officer
Customer Engagement, Transformation Summit: 15th Nov 2018
Surviving and Thriving in an On-Demand, Digital World
What is UKTV?
6,500
7,000
7,500
8,000
8,500
9,000
0.0
1.0
2.0
3.0
4.0
5.0
6.0
2011 2012 2013 2014 2015 2016 2017 2018*
Avg
Vie
wer
s (0
00s)
Shar
e (%
)
UKTV Share of viewing vs market
UKTV Viewing Share (%)
Source: BARB TechEdge, 2018 is Jan-Oct
Consistent, market defying growth - despite being linear only until 2013
At risk of being swallowed by the tide of change
User expectations had changed with the onset of digital platforms• The BBC brought the concept of Catch-Up
to the masses, with the launch of the iPlayer in 2007
• Pay TV platform raised expectations further with the introduction of PVR & Box Sets
The Solution…
Exceptional growth on UKTV Play every year since launch
2013 2014 2015 2016 2017 2018
+348%+21%
+48%
+79%
+40%
UKTV VOD Views 2013 - 2018
Source: 2017, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 2017 / Rentrak
All Individuals: 4hrs, 39 mins
16-34s: 4hrs, 19 mins
Average video time per day
A fundamentally different landscape in which broadcasters have been forced to rethink our offer & up our game
22.1%
1.1%
8.1%
2.0%0.6%
4.3%
12.6%6.4%
9.6%
33.1%
9.1%
1.2%
6.3%
1.8% 0.4%
3.7%
6.4%
3.9%
10.8%
56.4%
YouTube Facebook Other online video Online 'adult' XXX videoCinema DVD Subscription VOD Broadcaster VODPlayback TV Live TV
ALL INDIVIDUALS
16-34s
ALL INDIVIDUALS
16-34s
TV is viewed in many places outside of the home
Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox
0%
2%
4%
6%
8%
10%
12%
14%
Someone else's house Public transport At work Public building In a car Travelling on business
PC/Laptop Tablet Smartphone
Net: 17% Net: 13% Net: 12% Net: 10%Net: 13%Net: 16%
8%
11%
5%
7%
13%
2%
5%
9%
4%5%
10%
3%
6%
9%
1%
5%
7%
3%
Digital change has brought new opportunities where content & product utility are the key differentiators
Business and operational strategies are changing
• How has UKTV adapted / responded?
• Step-change investment in original commissions
• Box set stacking and VOD previews / premiers
• VOD exclusive content
• Co-productions & collaboration
• 3rd party content aggregation
Game changing utility & a re-writing of the content rulebook
We have doubled our investment in UKTV Originals, to great effect
Original commissions are now a key differentiator & driver of performance
Top Ten Shows 2013 ('000s)
Source: barb/TechEdge full year 2016. Top episode. 000s UKTV Originals
BBC Archive Acquisitions
0 200 400 600 800 1000 1200 1400
Megatruckers
Jonathan creek
Suits
Rizzoli & isles
Qi xl
Dave gorman: modern life is goodish
Grimm
Mrs brown's boys
Storage hunters
Dynamo: magician impossible
Top Ten Shows 2018 ('000s)
0 200 400 600 800 1000 1200
Impossible railways
Inspector george gently
Judge romesh
Abandoned engineering
Would i lie to you?
Father brown
Death in paradise
Jon richardson: ultimate worrier
Murder on the blackpool express
Taskmaster
Business and operational strategies are changing
• How has UKTV adapted / responded?
• Step-change investment in original commissions
• Box set stacking and VOD previews / premiers
• VOD exclusive content
• Co-productions & collaboration
• 3rd party content aggregation
Judge Romesh VOD preview - Project Dovetail results
Ep3 consolidated399k
Ep3 Dovetail 491k +23%
Source: Barb Project Dovetail
Taskmaster Series 7 in detail
Episode Preview Live+VOSDAL Time-Shift Online VOD 8-28 Days Dovetail
Ep1 0 679k 453k 36k 102k 1.23m
Ep2 356k 466k 406k 17k 138k 1.34m
+9%
Business and operational strategies are changing
• How has UKTV adapted / responded?
• Step-change investment in original commissions
• Box set stacking and VOD previews / premiers
• VOD exclusive content
• Co-productions & collaboration
• 3rd party content aggregation
Business and operational strategies are changing
• How has UKTV adapted / responded?
• Step-change investment in original commissions
• Box set stacking and VOD previews / premiers
• VOD exclusive content
• Co-productions & collaboration
• 3rd party content aggregation
Product / UI has proved just as critical as content• Enhances experience, differentiates, & drives performance
VOD 2.0 for UKTV Play
• Mandatory registration (a double edge sword)
• Genre led vs Channel Brand led
• Recommendation engine
• Personalised UI
• Simulcast
Increased Views & Dynamic Advertising
Customer ExperienceData & Insight
VOD 2.0 Benefits
VOD 2.0 – UKTV Play Before
Channel highlights
‘More like this’
Suggestions
Genre Recommendations
Secondary Promo
Hero PromoU
KTV
Play
VO
D 2.
0 -B
EFO
RE
Channel highlights
‘More like this’
Suggestions
Genre Recommendations
Secondary Promo
Hero PromoU
KTV
Play
VO
D 2.
0 -A
FTER
UKTV Play 2.0 on Mobile
Where to next? – VOD 3.0
Personalisation: Deeper & more sophisticated
Glass Slate App’: Integration of the linear experience
Where to next? Further market
consolidation in the race to control
content……and
Connect & leverage combined data
capabilities