Bringing TV to life VII
April 15, 2017
RESEARCH REPORT
In brief
In brief
- This year’s paper comes at a time of almost unprecedented disruption and intense competition among a growing array of players in the video industry.
- Digital natives are rewriting the rules of competition in the digital video industry.
- Traditional players are not standing still, of course, whether they are aggregators or distributors.
- To truly attack the digital market, incumbents must navigate an S-curve, transforming their core business to fuel growth.
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
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
Recommendations for traditional businesses
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.
The S-Curve
The S-Curve helps you manage three waves of transformation.
Transforming the core: Invest in efficiencies
Growing the core: Invest to grow the existing business
Building the new: Incubate new, disruptive ideas; the Next Big Thing
About the series
"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.
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