iMedia October Breakthrough Summit: Master Class C: "Connected TVs, Widgets and Over-the-Top Players: The New Advertising Economy for TV Delivery"
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iMedia October Breakthrough Summit Master Class C: "Connected TVs, Widgets and Over-the-Top Players: The New Advertising Economy for TV Delivery" Colin Dixon, Senior Partner, The Diffusion Group
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iMedia October Breakthrough Summit: Master Class C: "Connected TVs, Widgets and Over-the-Top Players: The New Advertising Economy for TV Delivery"
- 1. The Future of TV Connected Devices Colin Dixon Senior Partner, Advisory In Front of the Curve™ www.AskTDG.com
- 2. Primetime in 1960 In Front of the Curve.™ 2
- 3. Primetime in 2010 In Front of the Curve.™ 3
- 4. What’s happening beneath the TV? Competitors Incumbents Tru2Way nDTV STB/PVR Cable Satellite TelcoTV Blu-ray Hybrid Player STB MCE [TiVo] Game Console iSTB [NeuLion] PC Internet ©2009 TDG In Front of the Curve.™ 4
- 5. Worldwide Over-the-Top Households • Today, only 39 million households worldwide have connected their BBE TV to the Internet • By 2014, 167 million will be OTT households Broadband Enabled TV Households versus OTT TV Households Worldwide 400 350 300 250 BBETV HH 200 OTT TV HH 150 100 50 0 2009 2010 2011 2012 2013 2014 ©2009 TDG In Front of the Curve.™ 5
- 6. Over-the-Top TV Devices - 2009 Mix of OTT Active Devices in the Home in 2009 Early Market again dominated by BluRay nDTV the Game Console MCEs 4% 4% • 78% OTT TV Households have 1% Hybrid STB one iSTB 6% 7% Hybrid STB a distant second place 7% OTT TV HH The rest have a minor share Hybrid STBs, 7% Game Consoles 78% iSTBs, 6% Blu-ray and nDTV, 4% each MCEs, 1% ©2009 TDG In Front of the Curve.™ 6
- 7. Over-the-Top TV Devices - 2014 By 2014, Market still led by Game Console • 35% OTT TV Households have one Blu-ray and Hybrid STB in joint second place 16% each Mix of OTT Active Devices in the Home in 2014 The rest nDTV, 13% iSTBs, 11% nDTV BluRay 13% 16% MCEs, 9% But remember, the entire Hybrid STB 16% market has tripled in size Game Consoles 35% Every category has grown MCEs considerably 9% iSTB Game console OTT TV HHs 11% ‘09, 31M ©2009 TDG ‘14, 84M In Front of the Curve.™ 7
- 8. TV Platform Trends •Everyone wants to be a portal •CE Manufacturers believe they can be a content aggregator •Samsung wants to share ad revenue and get subscription payments •Portals are almost all walled-garden •Content provider must have agreement with manufacturer •Device owner can only see that content •Starting to borrow moves from PayTV Playbook •Xbox Live Gold raised prices specifically for ESPN3 •Everyone pays whether they want ESPN3 or not! •Advertising picture is a mess •No standard avails •No standard business rules •Almost impossible to count and pay •So many platforms •No single device a market maker In Front of the Curve.™ 8
- 9. New Approaches to Open •Intel/Yahoo! Widgets •Roku •Small web applications on TV •600K footprint •TV Needs to support widget engine •Free, Open SDK •Requires decent processor like •Anyone can get on box Intel CE3100/4100 •Want to be guide to Internet video on TV •76% think widgets valuable on TV •Rovi Ad Service •Seems to be loosing steam •Opening up interactive ad network •Miniweb originally launched for its Guide •CE Device needs to support ETSI •In discussion with multiple CE vendors standard WTVML browser •Includes full ad backend management •TV commerce built in services •Built for TV, leverages the web •TV aware •Boxee •Open APIs allow anyone to play •Inclusion in “channel list” requires partnership In Front of the Curve.™ 9
- 10. What About Google TV? •A blend of the web and TV •Google TV Ads •“Bringing everything that you love about •“Our advertising is targeted. We can the web to your television” do even more relevant television •Type in what you’re looking for advertising, which should be worth a lot of money.” Eric Schmidt, CEO •Works with voice input too Google •Searches all your channels, •The Timeline recorded shows and the web •October release – imminent! •Full web browser •Early 2011 for Android Market, SDKs •TV Aware – sometimes! •The Platform •Software •Android, Chrome, Flash, webm(?) •Intel CE4100 SoC •3D Graphics, video processing, native h.264 support •Logitech “Companion Box” •Can use Android devices as remote In Front of the Curve.™ 10
- 11. Q&A Colin Dixon Senior Partner, Principal Analyst In Front of the Curve.™ www.AskTDG.com