Watch the Switch Die Verbindung des Fernsehers mit dem Internet öffnet beliebig vielen Distributoren von Inhalten den Zugang in die Wohnzimmer. Die großen TV-Anstalten kämpfen nicht nur gegen Tablet und Mobile, wenn es um die Aufmerksamkeit ihrer Zuschauer geht. Auch auf dem First Screen heißt es zusammenrücken. Wer sind die zukünftigen Player im Bewegtbild? Welche Endgeräte dominieren? Und wie erweitert das Internet die Vertriebskanäle von Werbebotschaften?

1. This
document
is
confiden/al
and
is
intended
solely
for
use
by
its
original
recipient
for
informa/onal
purposes.
Neither
the
document
nor
any
of
the
informa/on
contained
in
this
document
may
be
reproduced
or
disclosed
to
other
persons
without
the
prior
wri;en
approval
of
Za;oo.
Za#oo
Internet
TV
Watch
the
Switch
Wien,
3.
Juli
2014

2. Confiden/al
Confiden/al
TV
industry
used
to
have
dis4nct
value
chain.
2
Content
produc4on
Content
aggrega4on
Content
distribu4on
Devices
TV
adver4sing
Cable
/
IPTV
subscrip4on
Adver-­‐
4ser
End-­‐
User*
*
Contractual
rela4onship.

3. Confiden/al
Confiden/al
Today,
everybody
is
directly
compe4ng
for
the
end
user.
3
Content
produc4on
Content
aggrega4on
Content
distribu4on
Devices
Adver-­‐
4ser
TV
adver4sing
End-­‐
User
Cable
/
IPTV
subscrip4on
What
will
happen
to
each
segment?
Some
specula4ve
hypotheses…

4. Confiden/al
Confiden/al
There
will
be
many
new
content
producers.
But
big
events
will
get
even
more
a#en4on
due
to
social
media.
4
USD
1.3M/
year
USD
8.5M
/
year
Produc4on
Distrib.
Devices
Aggreg.

5. Confiden/al
Confiden/al
Linear
TV
usage
will
go
down.
But
TV
sta4ons
have
plenty
of
opportuni4es
to
grow.
5
Produc4on
Distrib.
Devices
Aggreg.
4.9
4.8
4.2
1.5
2.2
2.9
0
1
2
3
4
5
6
7
8
2010
2015
2020
TV
Consump4on
(h)*
Linear
TV
VOD
*
US.
Source:
Nielsen,
GfK,
Roland
Berger,
Za#oo
Analysis.
TV
Market
Overall
Growth
due
to
new
devices
VOD
Growth
with
diverse
compe44on
Linear
TV
Challenges
by
VOD
and
inter-­‐
mediaries,
also
new
opportuni4es

6. Confiden/al
Confiden/al
With
BB
internet,
users
have
free
choice
for
receiving
TV.
Access
providers
will
partner
with
specialized
OTT
services.
6
Produc4on
Distrib.
Devices
Aggreg.
OTT
Services
Bundles
Access

7. Confiden/al
Confiden/al
Variety
of
devices
will
even
grow.
But
only
few
pla]orms
will
survive.
7
Produc4on
Distrib.
Devices
Aggreg.
Relevant
Pla]orms
/Opera4ng
Systems
Relevant
Devices
(examples)
PC‘s
Phones
Tablets
TV‘s
XXX?
…what
does
that
all
mean
for
users
and
adver4sers?

8. Confiden/al
Thank
you
Nick
Brambring,
CEO
nick@za;oo.com