The on-demand opportunity

The on-demand opportunity
SHARE
THIS



We will all watch TV on the internet one day and, judging from the recent OzTam report on multi-screen viewership, this is the new reality.

More than a quarter (27%) of Australian homes now have access to four screens – TVs, computers, tablets and smartphones that allow them to consume content. Of these four, tablet devices alone are rapidly becoming the preferred screen of choice for online video with users spending an average of 50 minutes per month watching online video on tablets.

The adoption of multi-screen viewership is creating a significant opportunity for broadcasters, content producers and marketers to rethink how they can deliver content across platforms to fuel audience growth. By investing in media delivery services, broadcasters have been able to adapt to shifting viewership patterns and provide the convenience of letting viewers watch scheduled TV programs on demand. Catch-up TV has allowed broadcasters the flexibility of responding to viewer demands through content delivery through PC and mobile devices on-demand.

Australia has already demonstrated its affinity with catch-up TV with major broadcasters such as ABC, SBS, Foxtel and Seven providing such platforms to their viewers. Most recently, Foxtel increased the number of devices subscribers can use to access its Foxtel Go service and expanded the range of devices it supports on its app across a range of Apple and Samsung devices. The bottom line is that the demand for content is growing at a better-than-healthy rate, and that the proliferation of new devices and platforms presents more opportunities for the industry than challenges.

What broadcasters and content service providers can develop from the shift towards multi-screen programming is the ability to harness the new rivers of consumer data that it provides. This shift towards ‘anywhere, anytime’ entertainment brings with it a host of data about consumers, and about their behaviour. If broadcasters and content service providers can understand and tap into the ongoing and sweeping changes to consumer behaviour, then the hugely increased demand for rich media content will far outweigh the challenges associated with its delivery.

The latest Australian Entertainment and Media Outlook report from consulting house PwC paints a picture of an industry that is not only fast growing, but leaving a large digital footprint of valuable data as it grows. PwC says smart businesses will create a competitive edge through innovation and by turning this freshly available data into targeted consumer offerings.

The increase in uptake of smartphones and tablets, affordability of broadband and the improvement in mobile broadband speeds in Australia’s capital cities is driving the demand for catch-up TV. According to the Australian Bureau of Statistics, there were more than 1.3 million new subscribers connected to the internet via DSL, cable, satellite, fixed wireless or mobile wireless between 2011 and 2012. That’s 1.3 million new subscribers in a year. During a 12-month period, the total data downloads in Australia grew by 51% – from 274,000 terabytes to more than 415,000 terabytes in a year. And this is a spectacular download growth rate that it showing no sign of slowing down, as our appetite for content grows.

Strong growth in subscriber numbers or growth in download terabytes does not itself underwrite a growth in revenue from subscribers. But there are trends that underlie the overall data that represent a strong opportunity for content providers. According to PwC, the Australian media and entertainment sector will grow by about 13% over the next five years. During this period ad revenues are expected climb only 12%, and consumer revenues by 13% – with both categories being held back by the ongoing uncertainty surrounding advertising restructures that in turn has been brought on by the move to digital platforms.

On-demand content such as catch-up TV presents new opportunities for monetisation by broadcasters with online video and mobile advertising expected to grow at compound annual rates of 44% and 25% respectively. Online media delivery will allow more targeted advertising tailored to audiences. This “anywhere, anytime” model for media consumption will also enable content owners to better monetise back-catalogues of programming material.

Multi-screening will further drive a giant wave of video content. But this burgeoning amount of video content is only valuable if the video is accessible – if it can be readily found and easily viewed. Finding a media services delivery partner that can manage the cataloging of video content, making it accessible and discoverable is of paramount importance. Giving transcripts to online video provides consumers with a vast amount of metadata to facilitate the discovery of programs of interest to them. If an associated video has a full transcript, viewers can be taken to an exact point within the video making the experience of discovery simple and painless.

If the advantage of a full-program transcript is created in conjunction with catch-up TV, the ability to deliver targeted advertising based on audience data and across a high-speed broadband network like the National Broadband Network, broadcasters have the opportunity to undergo an unprecedented transformation that helps them win both revenue and audiences.

Technology has brought us to a crossroads where we finally have a winning solution that empowers broadcasters, content creators and audiences to live beyond the entertainment screens that once kept them waiting.

Chris Howe is managing director of Red Bee Media Australia. 

Please login with linkedin to comment

Latest News

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]