Market disruption caused by the growing adoption of Internet video streaming is seen primarily as a "commercial and creative opportunity" by the majority of the video industry, according to a new survey.
A recent study of video industry professionals worldwide commissioned by KNect 365 TMT, the organizers of the TV Connect conference, (and sister organization of Light Reading and Telco Transformation), found that most industry stakeholders were optimistic about the development of Internet streaming and how it would reshape the industry.
Across the broad selection of respondents, most reported that their companies grew over the course of 2016, benefiting from the fact that consumers are increasing video consumption across traditional and emerging platforms. The study found that growing video consumption is helping generate revenue increases across multiple platforms and channels (pay-TV, OTT, mobile, etc.) and driving new opportunities for technology companies upstream -- from content creation tools to advertising platforms to video compression and delivery solutions.
It may be, however, that pay-TV providers are less cheered by this disruption. The report did not disclose how many pay-TV providers felt their businesses had rocketed (presumably none, since none were mentioned), but two-thirds said it had only "improved a little," and one even said business had "plummeted" over the past year. This compares with 23% of the total respondents saying their business had "rocketed" and 43% saying it had "improved a little." According to the report, growth opportunities for pay-TV providers were in developing markets such as Asia-Pacific, Latin America, Eastern Europe, India and the Middle-East.
Key priorities for the respondents over the next 12 to 24 months included increasing their reach, launching new platforms and securing more partners. Accelerating innovation programs and improving audience intelligence were also important.
The report highlighted the breakdown of previously discrete industry segments, with broadcasters and pay-TV providers shifting into OTT and mobile and making this segment particularly crowded. This focus on web and mobile distribution is also creating convergence in the advertising technology sector, with underlying platforms coming together. The report also stressed that mobile video distribution was particularly important across the value chain.
Survey respondents were also asked to list companies they saw as major innovators in the video industry. Interestingly, the name that was most cited was Amazon.com Inc. (Nasdaq: AMZN), comfortably ahead of second-placed Netflix Inc. (Nasdaq: NFLX). Sky , YouTube Inc. and the British Broadcasting Corp. (BBC) finished off the top five. Apple Inc. (Nasdaq: AAPL) ranked sixth, with Apple TV not delivering the kind of market-dominating success the company has enjoyed with its other products.
The survey included responses from across the value chain, including content producers, cable and satellite operators, OTT providers, broadcasters and channel owners, mobile operators, marketing and advertising executives and device and technology companies. It included a range of job functions within these companies, including product design and development; innovation; technology and engineering; sales and marketing; academia and analysis. The report also includes insights from a number of analysts and institutions. Its reach was global, drawing responses from the Americas, Europe, Middle East, India and Asia-Pacific.
— Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation