Millenials, VR, VOD – some trends that will change TV market 2017

TV viewing has expanded to 5.8 hours per day in the last decade, with the hours divided between the dozens of screens. TV, smartphone, laptop, tablet. Television of Future – 2017, 2018, …2020  vision is personalized technology, on-demand viewer experience, individuated content distribution, small television shows and independent Cinema. The vision includes innovative television formats, more localized and vernacular content, ad-free models to targeted ads and everyone connected to a smart TV.

tv viewing

TV via live streaming, channels like BBC iPlayer, Netflix, multi-platform video, smartphones & consoles, has ushered in the age of TV everywhere and burgeoning content.

 Online video

According to some studies, online video will represent 80% of the total Internet traffic till the end of 2019. Traditional TV market is eroding.  What are the reasons? Experts from Okast.TV say that the main factors are:

  • The rise of connected devices: before people were spending their free time watching television, now Internet and social networks compete with it. Besides, big live events that made the success of the television thanks to their potential to gather, are increasingly exporting on OTT streaming platforms or social networks
  • Millenials – new generations coming into the market and the evolution of uses. We can watch videos everywhere and all the time, on all media (mobile, Internet). Millenials in particular do not understand why they should follow a fixed schedule on a TV programming grid. For them, content must be available when they are, not the other way around. This can explain why they are gradually turning away from the rigidity of traditional medias.
  • Vertical format will grow more and more in the coming months, as usage shows that consumption of vertical videos is rising sharply
  • User generated contents (UGC) will continue to multiply as confirmed by the success of Youtube and mobile tools  launched on Instagram, Snapchat
  • Sports business: live sport continues to gather crowds but its consumption is changing, it migrates from TV to streaming platform or social networks
  • Games videos and e-sports:  avarage teens spend an average 1 hour per week watching a video game in live stream on apps like Twitch. And Youtube has launched Youtube Gaming in several countries …
  • Niche contents get more and more success because they find a captive and engaged audience. Thematic segmentation which happened a few years ago for cable television and newspapers is being repeated here for VOD. And success of services such as Mubi or Afrostream confirm it;
  • Exclusive content: producing its own content, such as Amazon, Hulu or Netflix seems to be one of the best weapons to attract new subscribers;
  • Virtual Reality is absolutely to follow in 2017. VR headsets become more and more affordable and new types of contents, adapted to this consumption of videos, will appear. 4K becoming more democratic, VR will gain in quality. Besides, Youtube already allows to stream 360 content in 4K.

Video on demand

The other point is VOD (Video on demand) market. VOD includes pay-per-view (PPV), video downloads and streaming media. This premium content is shared over the Internet typically on a pay-per-view, subscription, or download purchase price revenue model. The global VOD market is about US$16.3 billion in 2016. Accounting for 16% of the digital media market, VOD is significantly larger than digital music and on a similar level with ePublishing. User penetration in the VOD segment is 42.2%, down from 44.6% in 2015. This rate, too, is predicted to drop with VOD user penetration leveling out just below 40% between 2018 and 2021. You can see VOD top countries below:



Television of the future

Television has moved way beyond its years of electro-mechanical rotating mirror-drum scanners and Cathode Ray Tubes (CRT). With multiple transformations since then, the latest to enrapture the box is Ultra HD. Ultra HD refers to two different resolutions: 4K Ultra HD (3840 ×2160px) and 8K Ultra HD (7680 × 4320 px). Today, acoording to the Leichtman Research Group 75% of households have at least one HDTV. Ultra HDTV’s is the natural progression. Several entertainment studios are preparing their footage for viewing in 4K Ultra HD. 8K Ultra HD is exactly 16 times the resolution of full HD. In 2014, NHK Japan’s research laboratories successfully transmitted 8K television signals via a single standard UHF terrestrial broadcast channel over a distance of 27 km. NHK, plans to deploy 8K at the Tokyo Olympics in 2020. 8K technology is still largely experimental at this point, and is still several years away from our living room.


Source: Okast.TV, Mediaguru, Ironpaper

Pictures: Ironpaper, DigitalTrends