How OTT video platforms impact the traditional French audiovisual value chain?

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Marketing

Published on February 18, 2014

Author: HouriaTair

Source: slideshare.net

Description

Snapshot view of new and former actors challenges

How OTT video platforms impact the traditional French audiovisual value chain? Snapshot view of new and former actors challenges May 2013 - Houria TAIR

Audiovisual value chain evolution Traditional view Right Holders Creators Content Aggregators Network Access Devices Manufacturers Evolution and trends Device manufacturers extension to content aggregation Right Holders Creators Content Aggregators Network Access Devices Manufacturers OTT footprint New Internet integrator extension to content creation IP Centric FTTx growth ADSL stagnation Multiplication of platform

Creators & Right Holders Had little interest in desintermediating their contents as most of funds came from broadcasters and TV Channels Develop their own distribution platform Challenges Produce exclusive content Design video content adapted to different size of screens (TV, mobile, tablet)

OTT content providers Reshape video Industry with personalised ATAWAD contents due to lack of regulation Focus on exclusive content delivery and commercial relationship Challenges Influence the reduction of fragmented and complex connected TV platform Become inevitable in TV landscape and second screen

Content aggregators & TV Channels Rethink their business models due to connected TV growth, OTT contents & consumers behaviors Maintain control of contents Challenges Avoid heavy fragmentation of audience with proliferation of TV channels Keep leadership for the acquisition of major events (e.g. Olympic games…)

Pay TV providers & traditional Telco Have a privileged position to deliver the winning combination of linear TV and OTT apps $ √ Eliminate data fragmentation and strive for an integrated & unified view Challenges Leverage customers insight and provide a more localized user experience Predict users behavior with Big Data analytics

TV Manufacturers Must constantly innovate to boost sales and accelerate the process of TV’s renewal Maintain their margin while keeping control on RCU Challenges Transit from a Hardware-centric to a Service-centric business model Have a partnership adapted to local market conditions regulatory frameworks

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