New study: Online-TV market gains professionalism – increase of mobile usage, Web TV Monitor 2012
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Transcript of New study: Online-TV market gains professionalism – increase of mobile usage, Web TV Monitor 2012
Online TV in Germany Web TV Monitor 2012
Commissioned by the Bavarian Regulatory Authority for
Commercial Broadcasting – BLM
October 2012
Goldmedia GmbH Strategy Consulting
Prof. Dr. Klaus Goldhammer | Christine Link
Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +49 30-246 266-0 | Fax -66 | Info[at]Goldmedia.de
www.Goldmedia.com | www.WebTVMonitor.de
2
Disclaimer
All content of document has been
researched and created to the best of
our knowledge. For errors or
omissions, the publisher cannot take
any responsibility.
The publisher does not take
responsibility or liability for the activities or omissions that occur
based upon the contents and
recommendations of this study.
The reproduction of household
names, trade names, brands,
trademarks, etc. in this publication,
even without special labeling, does
not imply that such names in terms of
trademark and trade protection laws
would be regarded as free and usable
by anyone. All the above mentioned
and possibly protected brands and
trademarks are, without restriction, subject to the provisions of the
applicable trademark law and the ownership rights of the respective
registered owners.
1,424
199
Web-TV-Angebote insgesamt/Aussand
Dargestellte Angebote/Antworten
Web TV Monitor 2012 Research objectives and methodology
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Client and objectives
Client:
Goldmedia‘s study on the use of German online TV was produced for the Bavarian Regulatory Authority for Commercial Broadcasting (BLM)
Study objectives:
Give overview of the German online-TV market
Quantify and categorise online-TV market in Germany through survey of all providers
Describe use and economic state of online TV in Germany
Provide market analyses and forecasts for online TV in Germany
Project time frame: July to October 2012
Primary data research through survey of all German online-TV providers (n=1,424 German online-TV channels) via online and offline questionnaires
Response: data on 198 online-TV channels (corresponding to the consumption quote of 14% )
Survey period: August 22nd – October 7th 2012
13 interviews with industry experts and representatives
Secondary data through online desk research
All data also available at www.webtvmonitor.de
Methodology
Response rates Web TV Monitor 2012
14%
Web TV channels/ Displayed channels/ sent responded
4
Goldmedia’s six-attribute definition of an online-TV channel
Own or licensed content*
German target audience (German language or subtitles)
Video is a central feature of the site
Browser based / accessible online
Comply with legal standards (no pornography etc., imprint)
Content is active (i.e. updated regularly)
1
If an online-
TV channel fulfills all six
of these
requirements, it is included
in the database.
2
3
4
5
6
* Because it was not possible to reliably code editing of content, data on content editing could not be gathered in the survey.
Source: Goldmedia Web TV Monitor 2010
Final demand
Devices
Technical distribution
Aggregation/ platforms
Content/video producers
5
Online TV 2012: Online videos distributed
by a high number of platforms/devices
Value chain Online TV 2012
STB Smart TV PC/Mac Tablets Smartphone
Quelle
: G
old
media
, BLM
Web
-TV
-Monitor
2012
; ohne W
erb
eve
rmark
ter
Other companies/
industry
Private persons
Conventional media
TV Print Radio Film
Internet-only providers
NGO/insti- tutions
Media centers Video centers Interactive multimedia portals
YouTube Social media Channel website Applications
Users
Web streaming 3G/4G
1,275 1,418 1,424
11% 0.4%
2010 2011 2012
1,424 online-TV channels in Germany – slight growth compared to 2011
6
Between 2010 and 2012, the online-TV industry increased to about 6 percent; churn rate: more than 200 services were suspended between 2011 and 2012, and more than 200 later accrued
Cf. Online radio: in the past years, about 800 channels were suspended per year
Key facts
Number of online-TV channels and development compared to the previous years in Germany (2010 to 2012)
Source: Goldmedia, BLM Web TV Monitor 2010-2012
Growth compared to 2010 Growth compared to 2011
Video sharing
Non-commercial
online TV channels
Corporate video/ video shopping
Online sub-brands of TV channels
Online sub-brands of print and radio
media
Online TV channels (Internet-only)
Media and video centers
Interactive
multimedia portals
2012: 1,424 German online-TV channels: Corporate TV division rising since 2010
Source: Goldmedia, BLM Web TV Monitor 2010 and 2012, rounding differences possible, Logos serve only as examples
7
31%
29%
17%
11%
5%
4%
2%
0.4%
34%
31%
16%
8%
4%
4%
3%
1%
0% 10% 20% 30% 40%
Share of different types of online-TV services in %
2012
2010
In-house
production
78%
Produced by
cooperation/
trade partners
13%
Produced by users
4%
Produced by other
suppliers
5%
Content sources/production types of online-TV channels 2012*
3/4 of the videos provided are in-house productions of the online-TV channels
8
On av., the video portfolio of an online-TV channel consists of 78 percent of in-house productions
On av., 4 percent of the content are videos produced by users
Online-TV market gains professionalism, which means providers increasingly rely on trustworthy and professionally produced videos since they offer better marketing opportunities
Cooperation with news and other agencies is still important
Key facts
* Without YouTube
Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
151 166 194
451
2010 2011 2012 2016*
2012: About 6 billion hits per month – share of video hits has grown to 17% since 2011
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Increase of video hits to 17 percent from 2011 to 2012, according to the estimation of the onlineTV channels, 451 million hits per day and consequently a CAGR of 20 percent expected by 2016 (94 percent of the providers expects a rise of hits to 220 percent on average until 2016, 6 percent expect a stagnation in video outreaches)
2012: 86 percent of the hits were from Germany, 14 percent were from abroad
Video hits per day (in millions) of the recorded online-TV services in Germany
Key Facts
* Prediction according to estimation of the providers. Source: Goldmedia, BLM Web TVMonitor 2010, 2011, 2012
Picture: Fotolia_36404518_S_© nabihaali - Fotolia.com_Foto Filmrolle
Live Stream Live stream
25 28
34
9 11
16
0
5
10
15
20
25
30
35
40
2011 2012 2016
Live-Stream
Video on Demand
Evaluation of the responding online-TV providers:
development ø-viewing duration in min. per hit*
2012: Average viewing duration of 11 min. per video. For live-streaming, even 28 min.
10
*Merely evaluation of the survey answers, no emphasis on hits
Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
Picture: Fotolia_36404518_S_© nabihaali - Fotolia.com_Foto Filmrolle
Key facts
In 2012, the ø viewing duration per video hit increased by 2 minutes for VoD and by 3 minutes for live streams compared to 2011
Providers expect a further rise to 16 and 34 min. per hit. That would correspond to a CAGR of 12% and 6% between 2011 and 2016
However, the actual average viewing duration in the total market should be lower according to Goldmedia‘s estimation, since there is still a strong dominance of short clips on the side of the provider. UGC content is also being hit
Question: “How long are your videos used per hit (continuous use of a video) on average and which development do you expect?“
Ave
rage v
iew
ing d
ura
tion p
er
hit
s in
min
ute
s
11% 18%
38%
2%
5%
16%
87% 77%
46%
2011 2012 2016
PC/Laptop
über Smart TV/ Spielekonsolen/ Apple TV etc.
über mobile Geräte
PC /Laptop
Devices used for hits of online-TV content 2011, 2012 and
2016
2012: Every fifth online-TV hit via mobile devices – five percent via smart TV
11
Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
Key facts
In 2012, 23 percent of the total online-TV hits occurred via mobile or devices connected to TV-sets
In 2016, the number is going to more than double according to estimations of the online-TV channels
Rise in use esp. through increasing spread of devices in user households
Partly providers whose growth in outreach in 2012 resulted exclusively from the increasing use of smart TV
Esp. due to differentiated solutions for digital encoding the app launch of a number of online-TV channels is still expected
via mobile devices
+
via smart TV/video
game consoles/
Apple TV etc.
2012: Every second online-TV channel retrievable via apps or mobile-optimised sites
12
*Merely evaluation of the answers of the survey, no emphasis on hits
Source: Goldmedia, BLM Web TV Monitor 2011, n=166 out of 1,418 services, Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
Picture: Ivo_Berg_2012
Share of online-TV channels, which provide mobile apps/websites*
Question: “Do you offer a mobile app/an optimised website for mobile devices for your online-TV service?”
12.7%
51.0%
2011 2012
+
Yes, already
available
23%
No, but
planned
26% No, not even
planned
13%
Not yet
decided
38%
Approximately one in five online-TV provider is already present on smart TV portals
Due to more and more IP TVs being sold, a smart TV app is increasingly attractive for online-TV channels
But, current device producers on the market have very different solutions. Therefore, there are barriers, esp. for small providers
Established TV brands regard themselves as value added for platforms, while platforms partly demand money for admission to the portal
Usability is not fully developed yet
Presence of the online-TV providers on smart TV platforms 2012
23% of the channels already provide their own smart TV app – 26 percent are planning to
13
Key facts
Question: “Do you already offer your online-TV service via smart TV
platforms and do you plan to use these platforms?“
Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
Picture: Fotolia_42653760_S_© guukaa - Fotolia.com_Smart TV Icon
72% 67%
61%
13% 15%
16%
6% 9% 11%
1% 1% 2%
8% 8% 10%
2011 2012 2016
sonstige Wege
andere soziale Netzwerke
Youtube
Website
*regardless whether they
occurred via stationary or mobile devices
Distribution of hits via different platforms for online TV
2011, 2012 and 2016*
Hits via own website are declining – social networks on the rise
14
Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services
Key facts
In 2011, almost 3/4 of all video hits of the online-TV channels occurred via their own website
By 2016, online-TV providers expect a decline to 61 percent
Social networks, esp. YouTube, are becoming increasingly important, in 2016 they will generate about 30 percent of the total hits
In 2016, one in10 hits will occur via other ways, such as co-operating platforms and networks (also apps)
For the providers themselves, it is important to be present on all platforms
Miscellaneous
ways
Other social
networks
YouTube
Website
Advertising and marketing still main sources of financing for online TV
15
Online TV‘s business models 2012
Share of fee-based services in %
Source: Goldmedia, BLM Web TV Monitor 2012, 1,424 services
Free 95%
Partially fee-based
3%
Fee-based 2%
57%
86%
89%
94%
96%
98%
99%
99%
100%
100%
100%
20%
14%
5%
6%
2%
2%
1%
1%
23%
6%
2%
1%
0% 20% 40% 60% 80% 100%
Mediathek/Multi-Channel-Portal
Sonstiges/Nicht zuzuordnen
Corporate TV
Videoshopping
Web-TV-Angebot (Online-Only)
Submarke klassischer TV-Medien
Nichtkommerzieller Web-TV-Sender
Submarke klassischer Print-Medien
Video-Sharing-Plattform
Submarke klassischer Radio-Medien
Kommunikationsportale
Kostenlos Teilweise kostenpflichtig Kostenpflichtig
Media and video centers
Other/unassigned
Corporate TV
Video shopping
Online-TV service (Internet-only)
Sub-brands of TV channels
Non-comm. Online-TV channels
Sub-brands of print media
Video sharing platforms
Subbrands of radio stations
Interactive multimedia portals
free Partially fee-based fee-based
Available
61%
Unavailable
39%
Display advertising
28.8%
Online video advertising
36.5%
In-text advertising
20.9%
Keyword Marketing
5.3%
Sponsoring 1.5%
Affiliate Marketing
0.4%
Three out of five online-TV channels financed by advertising, particularly by video ads
16
Ad-supported online-TV services 2012
95 percent of all recorded online-TV services are free, 61 percent are financed by advertising, which means one third are financed by alternative sources, partly by marketing budgets
On average, video ads contribute 37 percent to the total ad revenue
Key facts
“Do you offer advertising in accordance to your online-TV
service?”
Average share of types of advertising
according to total online ad revenue
Soruce: Goldmedia, BLM Web TV Monitor 2012, n=198 out of1,424 online-TV services
Rise of daily video hits to currently 151 million hits (status as of 10/2012)
Between 2010 and 2012, the daily increase of hits is 13%; in 2016, 451 million daily hits are expected – rise in use infringing all platforms; however, VoD stronger than linear online-TV
Also the average viewing duration increases to 11 min. for VoD and to 28 min. for live-streaming; further growth expected
Increase in outreach in 2012 partly not due to additional users of a website but esp. due to the distribution of additional portals, platforms and technical
devices in user households significance of channel websites decreases in the future, social networks/apps gain in importance
Esp. at live sports events (Olympic Games, European championship 2012) providers achieve new records with live streaming and catch-up TV
Web TV Monitor 2012 Executive summary – part 1
Online-TV market in Germany
1,424 online-TV channels in Germany (status as of 10/2012)
Growth of 0.4% up until 2011 (churn: 200 p.a.)
At least 46 percent are sub-brands of conventional media, 17% of TV
Corporate TV: increasing provider numbers; declining share of Internet-only channels and sub-brands of print media in the total market
On average, 78% of the videos of an online-TV channel are produced in-house
Professionalisation of the online-TV industry: more and more trustworthy and professionally produced content due to better marketing possibilities
17
Usage
Web TV Monitor 2012 Executive summary – part 2
Trends
Zunehmende Smart TV Geräteausstattung in den Haushalten
TV-EPGS mit integrierten Web-TV-Sendern wird Nutzung weiter erhöhen
Mit gemeinsamen Portal aller Web-TV-Sender würde Akzeptanz steigen
Klassisches Pay-TV könnte von Web-TV-Nutzung kannibalisiert werden
18
Economic situation
Use of devices
2012: Hits via mobile devices rose to 18%, smart TV to 5% of the total hits, expected total growth of 53% by 2016
51% of the online-TV channels with a mobile and 23% with smart TV app
For a number of online-TV brands the app launch is still expected, delay due to partially demanding solutions for digital encoding
2/3 of the channels expect a shift of use dominance from the stationary to the mobile distributive channel
German online-TV channels: cost coverage of 71%
95% of all online-TV channels are free; merely 61% are ad-supported; alternative financing partly by marketing budgets of the channels
Brutto ad revenues of online video: 195 million € in 2011 (according to OVK)
Most important ad revenue driver for online TV is online video advertising
Marketing possibilities growing due to increasing professionalization
However, the earnings of fee-based services with an annual growth of 66% by 2016 have the highest growth potential
Households increasingly equipped with smart TV-sets
TV EPGs with integrated online-TV channels will further increase in use
Having a common portal, the online-TV channels’ acceptance would rise
Conventional pay TV could be cannibalized by online-TV use
Hits and further information also available at www.webtvmonitor.de
19
Goldmedia GmbH Strategy Consulting
Prof. Dr. Klaus Goldhammer | Christine Link
Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +49 30-246 266-0 | Fax -66 | Info[at]Goldmedia.de
www.Goldmedia.com | www.webtvmonitor.de