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BRINGING

TV TO LIFE VII

CHARTING THE COURSE TO SUCCESS

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OVERVIEW

This year’s report, “Charting the Course to Success,” the seventh edition of Accenture’s acclaimed “Bringing TV to Life” series, comes at a time of almost unprecedented disruption and intense competition among a growing array of players in the video industry. There’s a lot keeping digital video providers up at night, including:

NEW PRICING MODELS FROM DIGITAL DISRUPTORS
RISING COSTS OF CONTENT
CREATING NEW SERVICES RAPIDLY AND AT SCALE
TRANSFORMING TO BECOME DATA-DRIVEN BUSINESSES
DRIVING ENGAGEMENT ACROSS DIVERSE DIGITAL PLATFORMS
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READ THE FULL REPORT
DIGITAL NATIVES ARE REWRITING
THE RULES OF COMPETITION.

They position themselves as innovators, with platforms that enable other businesses to innovate alongside. Platform economics allows them to enter new markets quickly and at scale, and to monetize original content rapidly. Through their data-driven operating models, they deliver rich and compelling video experiences to consumers.

Incumbent video companies need to attack the digital market in a manner that allows them to continue to grow their traditional business while leveraging their advantages in the new. That means pivoting eventually from the growth curve of their existing business to a new growth curve for the digital era. This strategy can transform the core business to fuel growth while enabling the company to launch new services.

The report provides specific recommendations for two types of providers:

  • Content aggregators—organizations that operate a traditional aggregation platform such as a cable company
  • Content distributors—organizations that own or acquire content rights such as a programmer or broadcaster
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KEY FINDINGS
DIGITAL DISRUPTERS
DISRUPTERS ENJOY SEVERAL ADVANTAGES IN THE MARKETPLACE:
ECOSYSTEM POWER:
Digital disrupters position themselves as innovators, with open platforms that enable other businesses to innovate alongside.
ADJACENT MARKET PLAYS:
Disrupters can operate across industries, aggregated around specific consumer use cases, and into several adjacent markets (retail, search advertising, etc.).
CASH ADVANTAGE:
Disrupters’ platforms can serve multiple business models economically.
ORIGINAL CONTENT DIFFERENTIATION AND GLOBAL MONETIZATION:
Disrupters are investing heavily in content; they increase competition among traditional and internet platforms to succeed with local content.
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TRADITIONAL INCUMBENTS: CHALLENGES AND OPPORTUNITIES
DISTRIBUTORS:
Distributors are threatened by the shift in consumer behaviors. As customers fragment their media consumption, the channels-to-market of a distributor are also fragmenting. This means that distributors need to figure out how to monetize these audiences.
AGGREGATORS:
Aggregators will need to live up to their name: They must be the easiest and most engaging place to find the content that consumers love across a number of distributors and digital native providers.

Distributors need to focus on driving engagement to increase loyalty. To do so, they should diversify into a number of direct-to-consumer digital businesses, and also increase their understanding of content performance.

Aggregators have a different imperative: They need to deliver the easiest and most engaging experience to increasingly demanding digital video consumers. To achieve this, they should consider two actions: become a more data-driven organization, and use their strong in-home footprint to anchor new business models.

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RECOMMENDATIONS:
INCUMBENTS SHOULD USE THEIR STRENGTHS TO LAY FOUNDATIONS FOR THE "NEW" TO DEFEND AND EXTEND VALUE:

ORIGINAL CONTENT PRODUCTION

EDITORIAL VOICE AND BRAND POWER

STRATEGIC USE OF TECHNOLOGY TO AUGMENT CURRENT ADVANTAGES AND BUILD NEW ASSETS

CONTROL OF THE ACCESS POINT— THE HOME FOOTPRINT

NAVIGATION
STRATEGIES

    Incumbents must navigate an “S-curve,” growing the core while enabling the new. They must eventually “pivot to the new,” making a leap from the growth curve of a traditional business to a new growth curve of a digital business.

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AUTHORS

"Bringing TV to Life" series explores the technology and business trends and market drivers that are radically reshaping the video industry. Our perspective reflects our experience with players across the ecosystem and makes use of Accenture’s primary industry surveys. Our series aims to help all the players in this rapidly evolving space to accelerate their journey as high performance businesses.

To read last year’s issue, please visit Bringing TV to Life, Issue VI

Sef Tuma

Sef Tuma
Managing Director
Accenture Digital Video

James Weeks

James Weeks
Manager
Accenture Digital Video

ACCENTURE DIGITAL VIDEO CONTRIBUTORS

  • Simona Buono
  • Michael Chapman
  • Laura Chittick
  • John Maguire
  • Craig Mindrum
  • Bikash Mishra
  • Gemma Moorby
  • Shruti Shalini
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