second screens apps market and trends · second screen apps: what it is… 4 device smartphone...
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Second Screens Apps Market and Trends Renaud Fuchs, VP Strategy, Business Development & Transformation
renaud.fuchs@technicolor.com
Broadcast Services allow TMT companies to focus on their key priorities
by outsourcing their technical media operations
2
Customers
Key Facts Leader for playout services
Over 180 TV channels currently broadcast worldwide
Proven ability to deliver under tight SLA (five 9’ = 99.999%)
Large and diverse portfolio of customers including
Large international broadcasters (NBCU)
Large national broadcasters (ITV, NPO)
Local players (Equidia)
Live news channels (France 24)
Etc...
Broadcast services provided in over 50 languages
200,000 hours of content ingested per year
Services
Outsourcing of technical media activities (playout,
content preparation, content management, VoD,
etc…)
Solution Design and System Integration
Professional Services:
On 13th March Technicolor received a binding offer from
Ericsson for the Broadcast Service Division
• Second screen apps?
What it is and what it isn’t
5 segments with different business models
A new Eco system
• 5 years in the making...
A 5 years history
“Early days” driven by multitasking
“Multiplication phase” driven by hard numbers
• To infinity and beyond? What happens next?
• Appendix
TABLE OF CONTENTS
3
Second screen apps: What it is…
4
Device
Smartphone Tablet Laptop
App
A Second Screen app (on a phone, tablet, PC) provides functionalities
to improve the viewer’s experience
Social*
Recommendations
Related content
...
Sources: Technicolor analysis, Wikipedia, http://mashable.com/follow/topics/social-tv/
*Also called “Social TV”: technology that supports communication and social interaction in either the context of watching television, or related to
TV content.
App
Content & services
TV content
Movie
Series
Show
Sport
...
Second screen apps: What it is not
5
• VOD/ catch up
• TV everywhere app
• Web TV
• Twitter App
• Facebook App
• Social TV (Facebook
or Twitter app on
connected TV)
• Browsing web site
for content related
to a TV program
First screen service on a
“second screen”
Social networks Apps Web site content
YouTube Twitter Facebook
IMDb website
Sources: Technicolor analysis
5 types of apps with different focuses and sponsors
6
Multi-functions
Social Score Mobile
Fav.tv
Tunerfish
Philo
IntoNow
GetGlue
Zeebox
Miso
Yap.TV
TWC TV U-Verse
Mobile
Recommendation
PlayUp
\
Content
owners
Pay TV TV Guides
TV
Foundry
Watch
with
eBay
Shazam
M-GO
Non
content
owners TVPlus
Viggle
ConnecTV
Buddy TV
Related content &
commerce
King’s
speech
Day of
the
Diesels
First screen services
Snappy TV Peel
Sources: Technicolor analysis
TV Chatter
Dijit
ROVI
What’s on TV
FANGO
TapCast
Business models
First screen
services
Recom-
mendation Multi-function
Sources: http://www.inc.com/courtney-rubin/getglue-gets-$12-million.html, Technicolor analysis
Advertising &
Sponsorship
Commerce
Leveraging content
(part of a wider
ecosystem)
Consumers’
analytics
7
Related content Social
Apps
Technology (Platform , back end...)
Advertising networks
Data analytics
companies
Specialised media
Investors (VC/PE)
A new eco-system around second screen
8
*
*Second screen mostly Sources: Technicolor analysis
*
* *
*
*
* *
*
• Second screen apps?
What it is and what it isn’t
5 segments with different business models
A new Eco system
• 5 years in the making...
A 5 years history
“Early days” driven by multitasking
“Multiplication phase” driven by hard numbers
• To infinity and beyond? What happens next?
• Appendix
TABLE OF CONTENTS
9
Mar. 2010
Consolidation Early days Multiplication
•Viggle
acquired Loyalize
•MOVL raised funding
•BeRecruited
acquired Fanvibe
•ConnecTV
Apr.
Jan. 2011
Jun.
Jan. 2012
Aug.
Sep.
Oct.
Nov.
•Local
Response
acquired Philo
•Umami raised
$1.65m
•Fav.tv
•Zeebox
•TV Foundry
Sep.
Nov.
Jul.
Jan. 2007
A long history
10
•BeeTV
•BuddyTV
•Fanvibe •iPad
•Miso •Yap.TV
•IntoNow
•Yahoo acquired IntoNow
•Philo
•Tunerfish
•BeeTV shut down
•Umami
•Sky Movies
•TweetTV
•BSkyB took 10% in Zeebox
•GetGlue raised $12m
•BlueFin Labs raised $12m
Sources: Technicolor analysis
Feb. •ROVI What’s
on TV
Aug. •U-Verse Mobile
Mar. •TWC TV
Oct. 2009
•TV Chatter
Jul.
•Fanvibe shut down
Jun.
Feb.
Oct.2008
•GetGlue
Jun.
•iPhone
Apr.
Mar.
•TVGuide
acquired Fav.tv
•TweetTV
raised $750K
Jun. •Fanhattan
Jan. 2012
•Viggle
Oct.
•Peel
May •Peel raised $16.7m
Feb.
Dec. •Miso raised $4m
App launches
Acquisitions / Fund raising
•BuddyTV raised $6m
Apr. 2008
Mar. 2011
•CBS acquired Clicker
Jun. 2010
•Yap.Tv raised funding
2007 2008 2010 2011 2012 2009
Early days: it all started with multitasking
11
People use the Internet and Social Networks...
Sources: Yahoo “Mobile Shopping Framework” (November 2010), A September 2010 survey conducted in the UK for Intel, Zeebox CEO,
http://digitalvideospace.blogspot.com, EBU technical, http://www.appmarket.tv/news/373-seventy-per-cent-of-sports-fans-and-55-of-drama-viewers-said-they-
want-to-interact-with-tv.html, http://blog.nielsen.com/nielsenwire/online_mobile/in-the-u-s-tablets-are-tv-buddies-while-ereaders-make-great-bedfellows/,
http://www.emarketer.com/Articles/Print.aspx?R=1008301, http://blogs.hbr.org/cs/2012/02/three_lessons_for_social_tv.html, http://vator.tv/news/2012-02-06-
madonna-leads-in-super-bowl-google-searches?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+vatortv%2Fnews+(VatorNews),
http://www.marketwatch.com/story/truly-madly-deeply-in-love-with-television-nation-spends-more-than-two-months-a-year-in-front-of-screens-2012-03-15
...While watching TV
•70% of tablets owners and
68% of smartphones owners
said they use their device
while watching TV
•Tablet owners said 30% of
their time spent with their
device was while watching
TV/20% for smartphone
owners
•53% of viewers with a PC are
on social network while
watching TV
...To talk about TV
•59% of Britons use
smartphones to discuss what
is on TV
•45% of Britons use social
networks to discuss what is
on TV
•33% of all discussions on
social networks are about
traditional media
...and interact with TV
• 26% of Britons and 44% of
those aged under 35 have
commented to others, online
or via SMS, about a TV
programme they have been
watching
What drives multiplication?: usage and engagement
12 Sources: http://www.forbes.com/sites/michaelhumphrey/2011/12/06/vinod-khosla-explains-his-venture-into-second-screen-tv-and-miso/,
http://www.fastcocreate.com/1679561/the-race-for-the-second-screen-five-apps-that-are-shaping-social-tv, Second Screen BBC Academy Feb 21st, TOR772-I 9-15 March
2012, http://www.marketwatch.com/story/truly-madly-deeply-in-love-with-television-nation-spends-more-than-two-months-a-year-in-front-of-screens-2012-03-15
More time spent
on the app
• Usage:
Average session on a tablet: 25 minutes
Average session on a smartphone: 35 minutes
• Stickiness:
40% get back to the app in the following week,
60% in the following 2 weeks
Zeebox
More
engagement
• A test of synchronized ad creative running in a USA Network ad
spot, a Web site, facebook and a tablet app engaged 23% of the
people viewing the ad on a second screens
• 50% utilise Zee tags for additional information and links
More users
• GetGlue:
2m users, +54% from July 2011 to January 2012
100m cumulative check-ins, +800% in 2011
350m cumulative data points (likes, reviews, check-ins)
• Zeebox:
300k unique visitors since early March launch
Up to 15,000 new sign-ups per hour following the launch of a
new TV advertising campaign in March 2012
GetGlue has generated significant engagement
13
2m users, +54% from July 2011 to January 2012
100m cumulative check-ins, +800% in 2011
350m cumulative data points (likes, reviews, check-ins)
Most users are 18-34, 55% female/45% male
130 million people: Get glue daily reach through Facebook and Twitter
Sources: http://www.readwriteweb.com/archives/second_screen_apps_top_trends_of_2011.php, http://blog.getglue.com/?p=8976,
http://www.intomobile.com/2011/04/14/getglue-check-in-social-netowrk-hits-1-million-users/, http://blog.getglue.com/?p=7552
What drives multiplication?: money
14
Advertising on second screens increases sales
• During the 2012 Superbowl, some Shazamable adverts generated purchase rates
reaching 27%
• Advertising campaigns combining TV with second screens generate new revenues, “even
attracting money that was previously destined for direct marketing” (Videonet)
• 3-month old IntoNow acquired by Yahoo for $30m in April 2011
• 3-month old Zeebox valued at £100m by BSkyB in January 2012
Second screens apps are acquired for huge amounts
• Peel: $16.7m in May 2011
• GetGlue: cumulative $24m since 2007
• Miso: $4m in December 2011
• Loyalize: $6m before its launch (bought by Viggle February 2012)
Second screens apps raise financing
Sources: http://digitalvideospace.blogspot.com/, http://www.adweek.com/news/technology/second-screen-apps-explode-132237,
http://www.lostremote.com/2012/01/08/social-tv-startup-zeebox-scores-over-15-million-from-bskyb/,
http://www.adweek.com/news/technology/loyalize-tries-white-label-approach-check-130725 , http://www.v-net.tv/pay-tv-operators-have-a-
role-in-second-screen-ad-sync/, http://mediatel.co.uk/newsline/2012/03/21/iptv-event-shazam-ceo-on-how-to-use-the-second-screen/
What drives multiplication?: An App for…
15
A program
A TV series
A TV channel
/ network
A TV group
All TV
channels, all
TV programs Fav.tv Zeebox ConnecTV
The Celebrity
Apprentice Smurf-o-vision
Too many similar apps?
16
“Success is [not] falling gently upon every social TV startup” said GigaOm
blog, even though, over 2011, “at least a half dozen” social TV apps have emerged
Sources: http://digitalvideospace.blogspot.com/, http://www.adweek.com/news/technology/loyalize-tries-white-label-approach-check-
130725, http://www.forbes.com/sites/michaelhumphrey/2011/12/06/vinod-khosla-explains-his-venture-into-second-screen-tv-and-miso/2/
More than 110 second screen
apps counted by “Thoughts on the Digital
Video Space” blogger Chuck Parker in early 2012
“the social entertainment apps market
becomes crowded” said Adweek
journalist Erin Griffithin April 2011
• Second screen apps?
What it is and what it isn’t
5 segments with different business models
A new Eco system
• 5 years in the making...
A 5 years history
“Early days” driven by multitasking
“Multiplication phase” driven by hard numbers
• To infinity and beyond? What happens next?
• Appendix
TABLE OF CONTENTS
17
Ingredients for success: Experience & community
18
• Experience:
o Innovative look & feel
o Simple, seamless experience
o Access to the API and backend
analytics to understand what
users do and like
• Community
o Maximum interaction between
viewers
o Creation of a community of fans
o Synchronization with live
events (Super Bowl, the Oscars,
MTV Awards...) to drive
audience
o App available on all 3 devices:
smartphone, tablet, laptop
• Too much change
o Continuously changing app
• Too narrow
o Thinking small, focusing on a
niche, offering one single
functionality
• Saturation
o Saturating the app with ads
o Saturating the app with social
feeds (Facebook, Twitter,
Shazam, GetGlue...) creating
confusion for users
What works What doesn’t work
Sources: http://blog.360i.com/social-media/second-screen-tv, http://magnetmediafilmsinc.com/blog/blog/2011/11/15/5-big-mistakes-to-
avoid-in-second-screen-co-viewing/, Technicolor analysis
What happens next?
19
• Passive check in and auto sync with set top box
(e.g. DirecTV/GetGlue)
• Convergence in app services (similar services)
• Expansions of devices supporting second screen:
• Growth of tablets, ultrabook
• Umami launched FreezeFrame, allowing to grab
images instantly from the shows and share them via
Twitter and Facebook (February 2012)
Functionalities/ Technology
Still in the multiplication phase…
• Continuous financial inflows from PE
• “Social TV startup activity will double” (lost
remote)
• A “bubble” (MIT research scientist)
• Second screen apps become part of a content release
strategy (with film, DVD, BD, electronic copy…)
• Second screen app adoption rate to increase
• Fierce competition for user attention on the second
screen
• New apps launched and other shut down
• Shorter cycle for success
• Evolution to the Multifunction app
• Disappearing of first screen service apps
• Acquisitions and consolidations:
• to consolidate fans base
• to harness new technologies (BSkyB/Zeebox)
• A tiered market- Apps = web sites
… with a looming consolidation
• Advertising budget shifting to second screen/
multiplatform
• Large players stepping in
• Facebook:
• Social TV recommendations
• Interactive events via Facebook
expected to generate $51.7m in the
UK in 2012 ($2.9b globally by 2016)
• Twitter: Audio-identification software
Some potential game changers
Sources: http://www.fastcocreate.com/1679561/the-race-for-the-second-screen-five-apps-that-are-shaping-social-tv, http://www.lostremote.com/2011/12/30/1-
predictions-for-social-tv-in-2012/, http://www.v-net.tv/pay-tv-operators-have-a-role-in-second-screen-ad-sync/,
http://www.tvtechnology.com/article/understanding-cpa-and-the-second-screen-ecosystem/211053,
http://www.rapidtvnews.com/index.php/2012031520611/broadcasters-show-increasing-interest-in-second-screen.html
Technicolor can help you with your Second Screen strategy
20
B2C
MGO
B2B
MediaEcho
Industry
relationships
Solution
design &
System
Integration
Integrating your Second screen solution with your
broadcast infrastructure
Renaud Fuchs
VP Business Development, Strategy & Transformation
Broadcast Services
renaud.fuchs@technicolor.com
mob. +44 782 590 8146
dir. +44 208 987 7942
fax: +44 208 987 7901
For more information, please contact
21
• Second screen apps?
What it is and what it isn’t
5 segments with different business models
A new Eco system
• 5 years in the making...
A 5 years history
“Early days” driven by multitasking
“Multiplication phase” driven by hard numbers
• To infinity and beyond? What happens next?
• Appendix
TABLE OF CONTENTS
22
Related content and social activities are the most common
23
% o
f people
that
use
second-s
cre
en d
evic
es
Applications used on a second screen device while watching TV (Sept. 2011)
Related content
Content owner info Social
interaction
Source : Ovum, “Consumer Insights: Second Screen and the TV”, Sept 2011
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