1. Appetite for Disruption:
realigning digital video business models
(From the Bringing TV to Life Series)
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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. 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. This growth has been propelled by advances in technology…and
changes in consumer demands
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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
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
Two new capability models
to consider:
Digital Content Providers
Digital Content Aggregators

7. While a simplified view of the relationship between traditional Providers
and Aggregators may look like this…
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8. An evolving value chain
8
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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. 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. Tomorrow’s transformed digital video industry value chain—
a virtuous circle
11Copyright © 2016 Accenture All rights reserved.

12. Copyright © 2015 Accenture All rights reserved. 12
Digital Content Providers
(DCPs)

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

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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. Copyright © 2015 Accenture All rights reserved. 15
Digital Content Aggregators
(DCAs)

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. 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. 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
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
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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