Moyo.tv case study. Lessons learnt. UX, UI changes to reflect customer feedback

1. Moyo.tv case study
How to compete on growing and low-ARPU market
Andrey Kholodny, CEO Moyo.tv

2. What is Moyo.tv
• Roku-like OTT video services
aggregator from Russia
• Launched in 2015
• Covering 70% Russian OTT
services
• Own Live TV product with Timeshift
• STB, iOS, Android
2

3. Russian OTT market. Brief overview

4. Russian TV&Video market
• Pay TV dominates the market with 92%
market share and 5 key operators
• The World’s lowest €2,2 Pay TV ARPU
• 80% of total video consumption is piracy*
4Source: Telecom Daily, www.tdaily.ru
Pay TV - €930M
OTT - €86M
*E&Y data

5. Russian OTT market
• Russian OTT market to reach €100M in
2016 compared to EU €6,4B in 2015
• Paid services reaching 37% of total
market volume (compared to 25% in
2012)
Market volume
0 €
25 000 000 €
50 000 000 €
75 000 000 €
100 000 000 €
2012 2013 2014 2015 2016 (F)
Advertisement Paid content
5Source: Telecom Daily, www.tdaily.ru

6. Russian OTT market players
• Fragmented market, no dominant player
• No Netflix visible, iTunes is just 7%,
Google Play - no data available
• Main TV channels rich with content are
aggressively entering OTT space
• No exclusive content except TV channels
6Source: Telecom Daily, www.tdaily.ru
YouTube ivi Rostelecom Tvigle
Rutube iTunes Megogo CTC Media
Okko Tvzavr Channel 1 Other

7. Russian video consumers
• 80% of video consumption is streaming pirate sites replaced torrent-based piracy
• Free (AVoD) still occupies 63% of the market
• Screen split:
• Desktop: 61% (-1% YoY)
• Smartphone: 50% (+18% YoY)
• Tablet: 24% (-2% YoY)
• Smart TV: 11% (+6% YoY)
• Heavy economy recession brought back real income by 10% in 2 years
7
TNS WEB-Index. Russia 100k+, Monthly reach, % of population

8. Designing Moyo.tv service

9. Key market challenges
• Customer still loves TV
• Largest national channels are major content generators. Even for Internet.
• However, Linear TV at big TV screen is loosing its viewer towards Internet
• OTT services: dozen similar products with almost no exclusive content
• Rich with most wanted content: new movies and series releases
• More convenient since it is available everywhere on every customer’s screen
• Enrich Linear TV service with catchup content
• Customer is flooded with content: thousands hours of new content available for the client
• Low price levels for TV & VoD content
9

10. Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backend
Recommendation engine
TV service
with catch up
Major OTT
services
UGC
services
Free trial
period
Analytics for the content and service providers
Crafting Moyo.tv MVP
10
1

11. Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backend
Recommendation engine
TV service
with catch up
Major OTT
services
UGC
services
Free trial
period
Analytics for the content and service providers
Crafting Moyo.tv MVP
11
2

12. Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backend
Recommendation engine
TV service
with catch up
Major OTT
services
UGC
services
Free trial
period
Analytics for the content and service providers
Crafting Moyo.tv MVP
12
3

13. Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backend
Recommendation engine
TV service
with catch up
Major OTT
services
UGC
services
Free trial
period
Analytics for the content and service providers
Crafting Moyo.tv MVP
13
4

14. This is what we’ve done
14

15. Moyo.tv smart media player
• TV vendor agnostic
• Faster service development
compared to fragmented Smart TV
ecosystem
15

18. “Instagram-style” main
screen
All type of content is
mixed. Live, catchup,
VoD. News, sports,
movies, etc.
Only recommended
content
One click to watch
content

19. Personal
recommendations:
Profiles for every family
member

20. Single search through
all services available on
Moyo.tv platform

21. Recommendation engine
• Personal
recommendations
Collaborative
analysis
Editorial selection
+ Moyo.tv content description, preparation and management team
20

22. What did work and what we missed
21

23. First year results
• Small churn - 95% of STBs are active monthly
• TV is most used service - 83% of the customers are watching TV channels. 98% is non-
linear consumption
• TV ARPU is 60% higher than in Pay TV market
• 30% of the customers perform at least 1 paid transaction per month (despite of free TV
package, AVoD content and UGC services like YouTube or VKontakte)
• Average NPS score
22

24. Lessons learnt
23
Product feature Measured perfomance Things to do
Recommendation
engine ✓
75% of the customers accepted
recommended content at the main
screen
Continue development
“Instagram style”
main screen
✗
66% of the experienced customers still
skip main page and go directly to EPG
at TV service menu
Introduce TV service icon on
the main screen.
Change main screen
1 click content access is not convenient
for the customer 67% of the customers
according for the field tests
Change screen element
behaviour to lead to content
description, not to playback
Separate profile for
every family member
✗
5% of customer generated more that 1
profile for Moyo.tv player
Make this feature optional
Single search
through all services ✓
83% of the customers are regular users
of search feature
Enhance usability

25. New Moyo.tv UI
introduced on October 31, 2016
24

27. Latest releases banner

28. Latest releases banner
Generic main menu

29. Latest releases banner
Generic main menu
TV icon is #1

30. Latest releases banner
Generic main menu
Recommendation
engine
TV icon is #1

31. Latest releases banner
Generic main menu
Recommendation
engine
Most used services
TV icon is #1

32. First week results
• NPS growth +20% in 3 days
• First week data shown 11% better results on transactions
• Growth of Moyo.tv smart media player sales +3% week-by-week
26

33. Andrey Kholodnyy
boss@moyo.tv
Thank you