Since its launch in 2012, Accenture’s Pulse of Media has provided a forward-looking perspective on the trends changing the media landscape. As consumer trends have become more pronounced, delivery infrastructure has improved and business models have taken hold, Accenture’s vision of the industry has been confirmed to be accurate.

1. Pulse of Media
Navigating the Complexity
of an Evolving Digital World
2015

2. Copyright © 2016 Accenture. All rights reserved. 2
Now in its third edition, Accenture’s Pulse of Media depicts an industry experiencing massive
disruption and rapid evolution. With a pronounced decline in video viewing on TV, and an
increasing need for quality, video is at an inflection point. Operating models are being
reinvented to compete with disrupters unimagined just a few short years ago. The
democratization of content creation, the need to evolve content delivery and the mandate to
evolve content business models are driving traditional content providers to transform into
digital product distribution companies.
Recognizing that operating in this continuously evolving ecosystem requires monitoring
many ongoing trends at different stages of maturity, this year’s report identifies the
established, in-play and emerging trends for media and entertainment executives to watch.
To learn more, please visit www.accenture.com/pulseofmedia

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Pulse of Media 2015
• Inflection point for video consumption
• Quantity is good but quality is better
• Consumer kings and kingmakers for content
Golden Age
of Video
Consumption
• The Content "Renaissance"
• Delivering broadcast availability
with broadband flexibility
• Reaching the digital generation
A New Media
Paradigm
• Service differentiation with digital obsession
• Adopting the ways of online disruptors
• Re-imagining monetization
Shift from
Protection to
Innovation
Core Themes

4. Copyright © 2016 Accenture. All rights reserved. 4
Golden Age of Video Consumption
Inflection
Point for Video
Consumption
Anytime, anywhere video viewing has been a theme emerging for
several years. It has now become mainstream, representing an
inflection point in video consumption as consumers devour all
lengths of video on all types of devices wherever and whenever it
is convenient for them. As a result, TV viewing decline is
pronounced.

5. Copyright © 2016 Accenture. All rights reserved. 5
Golden Age of Video Consumption
Quantity is
Good But
Quality Is Better
While there are volumes of content now available, and
consumers are attracted to sources that provide access to a lot
of content, when it comes to paying for content—quality
matters. Content that is more professionally produced is upping
the game.

6. Copyright © 2016 Accenture. All rights reserved. 6
Golden Age of Video Consumption
Consumer
kings and
kingmakers
The consumers’ role as king, fully in control of their media and
entertainment experiences, is now well established. They are drawn to
shows, not channels, and are building their own bundles to get the content
they want—even if that means sharing their wallet across a number of
services. Not only are they in control of their experience, they are also
becoming “kingmakers”, increasingly in control of which brands and which
content succeed.

7. Copyright © 2016 Accenture. All rights reserved. 7
A New Media Paradigm
The Content
“Renaissance”
The democratization of content production, new financing
mechanisms and alternative channels are spurring a content
renaissance. Augmented experiences and a world of
connected devices will open up new outlets for creative
content development.

8. Copyright © 2016 Accenture. All rights reserved. 8
A New Media Paradigm
Delivering
Broadcast
Availability with
Broadband
Flexibility
With the growth in the number of devices to support,
increased consumption on new devices and increased
competition from over-the-top providers, the need to
continually improve and evolve infrastructure is critical.
Media companies will need to manage both providing the
best content for the device and the ability to handle
simultaneous viewing at scale.

9. Copyright © 2016 Accenture. All rights reserved. 9
A New Media Paradigm
Reaching the
Digital Generation
Reaching the digital generation of consumers requires
media companies to be tech forward while addressing
consumer needs for content anywhere, anytime on any
device. The evolving media value chain will require
traditional content providers to transform into digital
product distribution companies taking advantage of
enhanced intelligence about context, social networking,
measurement across all screens, and the ability to deliver
personalization at scale.

10. Copyright © 2016 Accenture. All rights reserved. 10
Shift from Protection to Innovation
Service
Differentiation with
Digital Obsession
In the past, traditional media companies have differentiated on
the picture quality of content. Today basic forms of competition,
such as better video resolution, are no longer enough to meet the
needs of a more sophisticated media hungry consumer. As
competition evolves, media companies are experimenting with
new forms of content, context and bundles to capture the digitally
obsessed consumer.

11. Copyright © 2016 Accenture. All rights reserved. 11
Shift from Protection to Innovation
Adopting the
Ways of Online
Disruptors
Challenged by online disruptors that are unencumbered by old
business models, traditional media companies are figuring out
strategies to compete in this new world. Consolidation is
occurring and innovation is happening at every level of the value
chain— from infrastructure to delivery to content, devices,
audience segmentation, consumption and data monitoring. Media
companies will need to have the right partners in place and a
modular, interoperable operating model that is able to adjust to
whichever direction video viewership heads.

12. Copyright © 2016 Accenture. All rights reserved. 12
Shift from Protection to Innovation
Re-imagining
Monetization
As competition increases with each new disrupter, traditional players are
forced to innovate with new data and content bundles, new abilities to
measure impact and as-yet-unimagined ways to monetize advertising. As
media companies re-imagine monetization from bundles to advertising they
will need to determine what is the right mix for various consumers, and
address the advertising and contractual implications of various monetization
opportunities.

13. To learn more, please visit www.accenture.com/pulseofmedia
Francesco Venturini
Global Managing Director
Accenture Media & Entertainment
francesco.venturini@accenture.com
Robin Murdoch
Global Managing Director
Accenture Internet & Social
robin.Murdoc@accenture.com
Bikash Mishra
Senior Manager
Accenture Strategy
bikash.mishra@accenture.com
Raffaella Masoero
Senior Manager
Media & Entertainment
raffaella.nasoero@accenture.com

14. Copyright © 2016 Accenture. All rights reserved. This document is produced by consultants at Accenture as general guidance. It is not
intended to provide specific advice on your circumstances. If you require advice or further details on any matters referred to, please
contact your Accenture representative. This document makes descriptive reference to trademarks that may be owned by others. The
use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or
imply the existence of an association between Accenture and the lawful owners of such trademarks.
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