Kantar – a world leader in data marketing and analytics – publishes The Future Viewing Experience, the new assessment focused on the future of the video and TV landscape.
By focusing on video and advertising content and the evolution of audience experiences and behaviors, this analysis highlights the opportunities and challenges of media owners, advertisers and agencies as well as the implications in terms of audience measurement.
The main findings of the report:
The big screen dominates streaming consumption
Smart TV is now the main channel for using the streaming services connected to it, such as SVOD and BVOD. Mobile phones are an established and dominant medium for many businesses, but when it comes to making use of long-term streaming content, devices with a better screen are preferred. The era of STB devices (set-top boxes) is now coming to an end, while the battle between the different connected TVs (CTV) has officially begun, devices that allow the TV to connect to the Internet to view streaming video content.
Global media brands aim for full control of the supply chain
The near future will be determined by a significant vertical integration considering the search of the media owners to control the entire supply chain, from the production of contents to their distribution in the home. However, this trend could lead to limiting the content available.
The clash between the franchisees ignites
Media companies are seeking a return on their major investments by promoting franchising and capitalizing on global and local fan bases. Globalization, the desire on the part of the audience (especially the younger one) to know new cultures and enjoy multimedia contents with subtitles inaugurate a new era in which local contents can become global.
Independent and local production remains vital
Since the “critical mass” for a global service cannot be reached except by a few selected big operators, independent production will remain fundamental. Smaller market players will find it helpful to partner with others to compete effectively.
Have the STB appliances now fallen into disuse?
Streaming services take a more broadcaster-inspired approach to airing / streaming flagship original content, helping to drive interest and extend subscriptions. This trend sees SVOD services moving further and further away from “all at once” release strategies and is even leading to a re-evaluation of the role of linear channels to foster content discovery.
SVOD and AVOD: the future will be on two different levels
The video market is entering a new era characterized by hybrid models, with many SVOD and BVOD services both “ad-free” and “ad-supported”. However, the challenges to be faced, among the various obstacles identified, are not to cannibalize the main offerings. This approach will quickly lead us to a two-level advertising landscape, in which those who can afford ad-free environments will become increasingly difficult. to reach.
The complexity of the video and TV media landscape is a threat to targeted advertising
Progress towards true addressability has been slower than expected and current distribution capabilities and opportunities are limited. However, the complexity of the video media landscape can be effectively addressed thanks to smart TVs that will advance addressability by facilitating new forms of advertising.
Underlying these and other important trends identified in the report is the value attributed to audience measurement, which is set to continue to evolve in line with market changes.
Commenting on the report Keld Nielsen, Kantar’s Global Direct of Audience Measurement, said: “While many of the trends we have identified offer compelling monetization and value opportunities for the industry, there are also significant challenges and decisions. vital for everyone. We hope that the ‘The Future Viewing Experience’ report will help define new growth strategies for the next decade with the aim of understanding the viewer’s experience to define where they are heading and what are the opportunities and challenges that await him “.
Stéphanie Leix, Head of Media & Creative and Head of Kantar Marketplace of Kantar Italia also reiterated in this regard: “our goal was to provide an evaluation focused on the audience to understand where the viewer’s experience is heading and what are the opportunities and challenges that await him. It is a sobering report and ensures that our research, development and investments are properly aligned with market trends and customer needs ”.
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