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OTT	and	new	digital	opportuni1es	
Egor	Yakovlev,	
Founder	and	Board	Member,	Tvigle	Media	
October	28,	Digital	TV	CEE,	Warsaw
Global	consumer	internet	video	traffic	
Source:	Cisco	VNI	global	forecast	2011-2016	
2
TV	market,		
how	we	know	it	for	the	last	50	years,		
approaching	the	end?	
What is changing?

•  End-user devices and distribution form-factors

•  Characteristics and content formats

•  Places, time of the day and video duration and how people
consuming video

•  Form and context
–  Fragmented
–  Instant
–  Actual
3
New	OTT	world:	what	it	brings	to	the	table?	
•  Opportuni=es	
–  New	audience	and	distribu1on	channels	
–  New	mone1za1on	streams	
–  Reduced	cost	of	distribu1on	
–  Opportuni1es	to	do	it	new	way	
–  …	?	
		
•  Challenges		
–  Cannibaliza1on	of	the	core	businesses	by	the	new	channels	
–  Piracy	everywhere	
–  Lost	of	content	distribu1on	control	
–  Disappeared	compe11ve	advantages	in	niche	segments	
–  Technological	sophis1ca1on	of	distribu1on	channels	
–  Raised	demand	for	a	quality	of	the	content	
–  Thought	compe11on	for	the	viewer	aYen1on	from	non-TV	segments	
–  Interna1onal	OTT	monsters	approaching	local	markets		
4
We	have	to	learn	how	to	coop	with	
this	new	world,		
or	die,	like	a	print	press.	
	
AND	we	have	to	do	it	FAST	
5
Online	video	booming	in	Russia	
6
0	 50	000	 100	000	 150	000	 200	000	 250	000	 300	000	 350	000	
China	
USA	
Russia	
Brazil	
Japan	
India	
Germany	
France	
UK	
Italy	
Total	Unique	Visitors	(000)	
Online	video	audience	across	the	world	(top-10)	
Source:		comScore	Video	Metrix,	December	2014,	15+	
ü  ~63	mln	viewers	–	audience	in	December	2014	(15+)	
ü  94%	from	all	online	audience	in	Russia	
ü  4,5%	from	worldwide	online	video	audience	
7
Internet	dynamics	in	Russia	
Internet	-	82	millions	users	(66%	of	popula1on)	+5%	from	last	year	
Based	on	TNS	Russia	data,	2015	
67%	/	55	mln	
67%	/	21	mln	 67%	/	9	mln	
67%	/	34	mln	
8
Connected	TV	already	here!	
Is	it’s	became	a	magic	wand	for	the	
OTT	segment?
What	is	so	good	with	Smart	TV?	
•  Purely	consumer	staff	people	familiar	to	buy		
and	use	
•  Easy	to	use	and	install	
•  Located	at	living	room	–	more	than	one	viewer	
•  Longer	video	viewing	dura1on	
•  Willingness	to	see	catalogue	content,	not	only	
“latest	and	greatest”	
•  Willingness	to	pay,	if	it	simple	and	easy	
•  Older	and	more	a-la	classical	TV	audience	
•  Piracy	protected	(almost,	as	of	today)	
10
Smart TV overtaking traditional TVs
75
101
124
148
172
152
128
107
86
64
30	 33	 36	 38	 36	
0
20
40
60
80
100
120
140
160
180
200
2013 2014 2015 2016 2017
Smart TV Традиционное ТВ приставки
Global TV shipments
По данным Strategy Analytics, IHS, Bll Estimates
Streaming	devices	Tradi1onal	TV	
11
Growth dynamic of connected TV (world)	
0,00
200 000 000,00
400 000 000,00
600 000 000,00
800 000 000,00
1 000 000 000,00
1 200 000 000,00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
We are here
Overall number of connected Smart-TV
According to data BI Intelligence Estimates
12
TV	sales	in	Russia	2011-2017	
In	2013	Russia	became	N1	market	of	Smart	TV	sales	for	LG	
Based	on	LG	prognosis	on	Russian	market	 13
Socio-demographic	profile	of	Smart-TV	users	in	Russia	
41% 59%
	
	
	
	
	
	
4%
30%
43%
16%
6%
2%
under
18
25-34
35-44
45-54
55+
18-24
Data	from	Gemius,	June	2015	 14
What	is	a	Smart-TV	challenges	?	
•  User	experience	with	apps	and	interface	
•  Closed	mul1–plaqorm	environments	from	
different	providers	
•  Absence	of	tradi1onal	TV	usage	modes,	as	zapping	
for	VOD	libraries	
•  Absence	of	a	single	applica1on	store	with	
extended	offerings	
•  Difficul1es	with	promo	tools	for	app	providers	
•  Poor	recommenda1on	engines	
15
How	OTT	and	Smart-TV	market	looks	like		
in	3	years	in	Russia?	
•  More	than	65%	all	video	views	will	be	on	mobile,	set-top-box	
and	Smart-TV	devices	
•  Overall	audience	of	OTT-video	reached	100	mln		
in	Russia	only	
•  Monthly	view	1me	reached	80	hours	
•  AD-sponsored	OTT-market	reached	$800	mln	
•  70%	of	video	content	–	local/russian	language	produc1on	
•  Up	to	25%	of	it	–	specifically	produced	for	OTT/second	screen	
16
Egor	Yakovlev	
Founder	and	Board	member,	Tvigle	Media	
	
Skype:	egor.yakovlev	
Email:	egor.yakovlev@gmx.com	
TwiYer:	@eyakovlev	
facebook.com/egor.yakovlev	
17

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OTT and Smart TV Growth in Russia