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:
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:
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