Post on 05-Dec-2014
description
2011 © IRDETO | This document contains information that is privileged or confidential
What kind of video consumer are you?
CommunicAsia 2011 Survey Results
2011 © IRDETO | This document contains information that is privileged or confidential
Contents
Introduction The Evolution of Media Consumers
Survey Objective & Methodology Survey Results
The 4 Media Archetypes
Conclusions
Page 2
MEDIA 3.0MEDIA 1.0
Video Consumption is Evolving and So Must Our Video Businesses
Linear Content Dynamic Content Personal Content
Content is king.Content distributors own the consumer
MEDIA 2.0
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…
2011 © IRDETO | This document contains information that is privileged or confidential
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
Internet Video Frequency/Affinity:“How often do you consumer video online?”
Never8%
Rarely 33%
Sometime
s48%
Always11%
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
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 Never Selectively Always
0
50
100
150
200
250
300
Page 6
2011 © IRDETO | This document contains information that is privileged or confidential
Device Usage:“What devices do you use to consume video?”
Televis
ion (S
D)
Televis
ion (H
D/3D)
PC/Mac
Tablet
Mob
ile0
50100150200250300350400450 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
Multiple answers possible
2011 © IRDETO | This document contains information that is privileged or confidential
What is an “Archetype”
Page 8
An archetype is 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
2011 © IRDETO | This document contains information that is privileged or confidential
Media Consumer Archetypes:“Which one best describes you?”
Page 9
Media Consumption
Low
Media Consumption High
Broadcast Only
On-Demand
0 5 10 14 18 25+
PVR
IPPV/VOD
PC
Mobile/Tablet
MultipleDevices
TV
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.
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)
Digital Dabbler
37%
Media 3.0 Master
21%
Media Minimalist
17%
TV Traditionalist
25%
Survey Results: The Four Media Archetypes
Media Consumption
Low
Media Consumption High
Broadcast Only
On-Demand
Page 102011 © IRDETO | This document contains information that is privileged or confidential
0 5 10 14 18 25+
PVR
IPPV/VOD
PC
Mobile/Tablet
MultipleDevices
TV
2011 © IRDETO | This document contains information that is privileged or confidential
Survey Demographics
Residence in… Percentage Respondents
Singapore 36.4%
Asia – Others 60.33%
Europe 1.6%
U.S. 1.1%
Africa 0.5%
Page 11
2011 © IRDETO | This document contains information that is privileged or confidential
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
Thank you!
www.irdeto.comTwitter: @IrdetoBlog: tveverywhere.irdeto.com
Page 13