September 2014
www.tvbeurope.com
TVBEurope 37 Special Report: OTT Multiscreen
communities will be successful. In an evolution that saw broadcasters initially fearful of YouTube ultimately embracing the notion of audience sharing and promoting viral content, the OTT future is likely to further the audience participation trend. Over the coming OTT journey, there will be a host of examples where the flexibility and speed of content processing systems and an ability to deliver against moving goals in realtime will provide a competitive advantage. If there is one piece of advice for anybody heading into OTT and multiscreen, it should be: “yes content is king, but if you can’t get that content out fast enough, to the right viewer in the format and language they want to ingest it in, then somebody else will”.
Tomas Petru, CEO and founder, Visual Unity The future is spelt ‘multiscreen’ Despite the popularity of HDTV and the positioning of 4K Ultra HD TV (UHD) for mass market appeal, it’s
become increasingly obvious that the enjoyment of all forms of video entertainment is no longer an activity relegated to the confines of one’s living room. A recent Google study revealed that the average user is quite willing to consume entertainment via whatever device is at hand, be it their smartphone – where over 60 per cent of young viewers watch videos – their PC at work, or their tablet they simply cannot live without. For content owners looking to maximise their revenues, the message is crystal clear: the future of entertainment consumption depends fully on a user’s ability to engage and interact with content across a wide variety of compatible devices. Faced with this reality, content owners would be wise to understand that a reliable multiscreen platform is the key to all future multiscreen services. Indeed, it seems obvious that the cornerstone of success will be the ability to serve audiences via all devices in all possible environments.
A recent Nielsen report claimed that the tendency of users to engage with an increasing amount of content over multiple media devices is growing rapidly. For example, 84 per cent of smartphone and tablet owners say they use their devices as second screens while watching TV at the same time. Users polled also admitted to owning four digital devices on average while spending 60 hours a week consuming content across their respective devices. TV viewing is still the top choice for watching longer videos, but online and mobile viewing is where the growth is; 30 per cent growth in hours watched per month from the final quarter of 2012 to that of 2013.
Meanwhile, from the content provider’s point of view, 20 per cent of overall advertising budgets were dedicated to multiscreen campaigns. That is expected to grow to 50 per cent by 2016. It is clearly in every content owner’s best interest to react to this evolution in the industry
accordingly and immediately. I, and the rest of the folks at Visual Unity, have been resolving issues caused by these trends for quite some time now. Consumer behaviour, along with the enthusiasm of technology investment funds poured into companies with strong proven
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