Video Consumer Archetypes CommunicAsia 2011 Survey
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Video Consumer Archetypes CommunicAsia 2011 Survey
- 1. What kind of video consumer are you?CommunicAsia 2011 Survey Results 2011 © IRDETO | This document contains information that is privileged or confidential
- 2. Contents Introduction The Evolution of Media Consumers Survey Objective & Methodology Survey Results The 4 Media Archetypes Conclusions Page 2 2011 © IRDETO | This document contains information that is privileged or confidential
- 3. MEDIA 3.0 MEDIA 1.0 Video Consumption is Evolving and So Must Our Video Businesses MEDIA 2.0 Content is king. Content distributors own the consumer Convenience and flexibility are key. More options and access for consumers The consumer is in the center. Everything tailored to one’s preference, habits, social network…
- 4. Objective & Methodology Understanding consumer trends in video consumption is key to any business in developing successful: Market segmentation Products and services Irdeto strives to understand our customers’ customers – video consumers – through: Existing market research from leading researchers Conducting primary research around the globe Developing models that help our customers do better business Irdeto took advantage of CommunicAsia to conduct a survey of attendees to find out how people in industry are consuming Video in 2011 611 people were surveyed at random As industry professionals, respondents did not technically represent a cross sampling of the general population, but our experience shows us that we are not as different from the general population as we might think! Page 4 2011 © IRDETO | This document contains information that is privileged or confidential
- 5. Internet Video Frequency/Affinity:“How often do you consumer video online?” 92% of people consume video online Only 8% don’t 11% indicate strong preference for a Media 3.0 experience: anywhere, anytime, any device Page 5 2011 © IRDETO | This document contains information that is privileged or confidential
- 6. Video Spending Habits:“I am willing to pay for content…” The biggest group will not pay for any video Free-to-air consumption or piracy are preferred acquisition methods. “Always” are the honest guys who pay for all content they consume “Selectively” are willing to pay for premium content like sports and movies Page 6 2011 © IRDETO | This document contains information that is privileged or confidential
- 7. Device Usage:“What devices do you use to consume video?” Television (total) and PC/Mac consumption almost the same 436 TV vs 407 PC/Mac Combined Mobile/Tablet number not far behind TV and PC/Mac 367 combined for portable devices Page 7 2011 © IRDETO | This document contains information that is privileged or confidential Multiple answers possible
- 8. What is an “Archetype” Page 8 2011 © IRDETO | This document contains information that is privileged or confidential An archetypeis a universally understood symbol or pattern of behavior, a prototype upon which others are copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures. An archetype in this case is a new way for us to better understand the different classifications of media customers
- 9. Media Consumer Archetypes:“Which one best describes you?” Page 9 2011 © IRDETO | This document contains information that is privileged or confidential On-Demand Multiple Devices Love video but need complete control over when, where and on what device Don’t care a lot about video, but if I consume it, it has to be on demand but easy (i.e. DVD, web) Mobile/Tablet PC Media Consumption Low Media Consumption High 0 5 10 14 18 25+ IPPV/VOD Don’t care about video, and if I do then very basic broadcast services are enough. Love video but traditional broadcast TV is good enough, especially with new stuff like PVR, IPPV, VOD. PVR TV Broadcast Only
- 10. Survey Results: The Four Media Archetypes On-Demand Multiple Devices Mobile/ Tablet PC Media Consumption Low Media Consumption High 0 5 10 14 18 25+ IPPV/VOD PVR TV Broadcast Only 2011 © IRDETO | This document contains information that is privileged or confidential Page 10
- 11. Survey Demographics Page 11 2011 © IRDETO | This document contains information that is privileged or confidential
- 12. Conclusions Video providers must offer options for all four Media Consumer Archetypes if they hope to remain competitive in a crowded and shifting marketplace. Personal Video Recorders, Video on Demand and a secure and cost-efficient multi-screen technologies are key to satisfying consumers’ hunger for content consumption flexibility. Irdeto is a trusted and savvy business and technology solution partner to leading pay video providers in Asia and around the world Astro (Malaysia) ABS-CBN (Philippines) MegaMedia (Indonesia) Foxtel & Austar (Australia) BBCL (India) TrueVisions (Thailand) The Chinese Cable Industry …and many others Page 12 2011 © IRDETO | This document contains information that is privileged or confidential
- 13. Thank you! www.irdeto.com Twitter: @Irdeto Blog: tveverywhere.irdeto.com 2011 © IRDETO | This document contains information that is privileged or confidential Page 13
Notas do Editor
- Linear content: in the market where the value of content is the main driver for revenue generation, having the best content protection solution and a variety of convenient purchase methods for live-TV or video is crucial. Examples of services offered in this market include subscription, pre-paid, pre-enabled, auto-expiry, CI+ CAM, post and view (on the Internet).Dynamic content: in this market / stage, consumers demand more flexibility in the way they consumer content; they want it anytime, anywhere, and often across any network type. The key to revenue generation in this stage is the ability to provide consumers with flexible means to enjoy content. Examples of services offered in this market include PPV, PVR, catch-up TV, VOD, web player, PC delivery, domain management, as well as services or offered through ad networks, search engine optimization, affiliated sites (syndicate) and open sites (viral).Personal content: in this market, through statistics and analytics, consumers are identified and can be targeted for tailored content and/or ad delivery based on their consumption habits and preference. The value that content distributors and owners can provide go beyond simply serving up the content consumers seek in a variety of ways; they can proactively find and present what may appeal to consumers, and enable social networking and richer interactive experiences that lead to both new revenue streams and increased customer loyalty.