TV Reinvented

TV Reinvented Follow-Up. flareWatch goes OTT to Attract Cord-Nevers

As a follow-up to one of my recent posts, there has been more discussion about Cox's flareWatch OTT video service. flareWatch stands to represent the first significant "over-the-top" TV* service that is being offered by a traditional pay TV (cable) operator and it's completely decoupled from their cable TV service as a standalone service offering. IHS has done some research on the new Cox offering and offers up some insight that I thought might be valuable to smaller cable and telco service providers in the US, and globally for that matter.

IHS sees flareWatch as Cox’s attempt to regain business being lost to a new generation of cord-cutters and cord-nevers – consumers who have avoided traditional Pay TV in favor of Netflix, Amazon and other OTT video services. According to IHS, "because of these types of consumers, growth in U.S. pay-TV subscriptions has stalled, and penetration has begun to decline, and is expected to fall to 81 percent in 2017, down from 86 percent in 2009."

flareWatch will be offered for $39.99, compared to an average $63.99 spent monthly on Cox's cable services. However, flareWatch subs will not get premium cable channels or "TV Everywhere" services (although I presume flareWatch.com will be accessible on iOS and Android devices via browser). It must be noted that apparently flareWatch is being forecasted by IHS to be a low margin business, at least at first, primarily due to the carriage fees Cox will have to pay tier one content providers. I think that can change over time as the disruption of the old TV business models continues in this new era of TV over the Internet.

It's likely that Cox intends to offer this service to an audience outside its traditional pay TV footprint and unlikely to become cable subscribers. So it sounds like they are being careful not to canibalize their higher margin pay TV business. I could see Cox treating flareWatch as a customer acquistion vehicle that also gives them the opportunity to upsell services to flareWatch customers. Either way, Cox must see OTT as a mechanism for expanding their video subscriber footprint and for increasing revenues through flareWatch itself and then again by cross-selling other services.

You can quickly see in flareWatch marketing who they are targeting, a younger demographic which, by in large, includes the "cord nevers"... 

Erik Brannon of IHS stated, "Cox’s flareWatch is likely to be the first of a new generation of products from other cable operators that will take a ‘if-you-can’t beat ‘em-join-‘em’ approach to tackling the OTT challenge." I tend to agree that Cox is treating OTT as an opportunity to reignite video subscriber growth through careful strategic rollout of next-gen TV services. They likely also know that the future of TV is over the Internet. In any event, cable and telco operators should pay attention to innovative services, like flareWatch, being rolled out by their industry peers, as they themselves decide if and how to approach TV being reinvented. 

That's how I see it. What are your thoughts? 

Paul D Hamm

 * Technically, flareWatch may not be a true "over-the-top" television (OTTtv) service, if Cox only delivers the service over their own broadband networks to their own broadband subs - maybe we can call it "through the middle (TTM) TV". However, if Cox offers this service to other broadband providers' subscribers, then flareWatch could certainly then be considered a true OTTtv service. Some may argue that flareWatch is delivered over unmanaged Internet, even if over Cox networks, therefore it is an OTT service.  

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OTT: Opportunity or Threat for Service Providers? White Paper "Cliff" Notes

Incognito Software issued a report this summer, "The Growth of OTT Content: Opportunities and Threats for Service Providers", based on a survey they conducted with service providers located globally and of various sizes (subs). About half of the respondents have 100,000 subs or less (32% below 30,000), making the report even more interesting to me. 

The stated goal of this report was to gain insight into how a diverse group of broadband service providers view OTT content, the effect OTT has on the MVPD industry, and what strategies (if any) are being employed or planned by operators across multiple regions and of all sizes to prepare for increased OTT usage. I thought it would be useful to provide some notes and thoughts about the report's findings. 

OTT Landscape

So first, it's probably good to know what service providers are already experiencing, related to OTT, and what they think is going to happen. The results of this report do in fact illuminate that service providers across the board take OTT seriously. They believe OTT is here to stay and, for the most part, it seems service providers are not resting on their laurels. To me, this looks like a smart approach, as the OTT market surpassed $8 billion in 2102 - thanks mainly to video services like Netflix, Hulu, Apple and Amazon - and is expected to grow past $20 billion by 2015 (thank you ABI Research). This kind of market growth should be seen as a groundswell of competition for consumer dollars, while at the same time MVPDs are dealing with the prospect of "cord cutting" (some say it's not a myth). At the very least, most survey respondents (70%) believe OTT video will be the biggest contributor to increased bandwidth usage and almost all are preparing for future spikes in network usage resulting mainly from OTT video. 81% of respondents have already begun upgrading their networks.

Threat or Opportunity? 

Most of the survey respondents took a net positive view of OTT and even acknowledged that OTT could provide new opportunities to develop new partnerships and revenue streams. A full 97% of service providers surveyed said they see OTT as an opportunity to develop new services (60%) and/or partnerships (37%). As for the threat, most providers feel more threatened by increased bandwidth usage than by "cord cutting". So even though providers see the OTT opportunity, many also see a threat to their networks (31%) or content losses (23%). Regionally, North America was the most optimistic in this report, in terms of viewing OTT content as an opportunity to create new business vs. the threat of losing business or needing more bandwidth. 

It must be noted that smaller providers (under 100k subs) saw higher levels of indifference or threat when it comes to OTT. It's likely that OTT hasn't had as much of an impact on smaller providers than larger ones, or they just aren't tracking it as well (or maybe some heads are in the sand). But as the global OTT service market grows, smaller providers should certainly expect changes, gain a better understanding of network impact and come up with plans to tackle or take advantage of the popularity of OTT content. 

Global Views on OTT Service and Content

            source: Incognito Software Report

What's the Plan? 

Given the various opinions that exist among providers (threat vs. opportunity), strategies for addressing OTT also unsurprisingly vary in thie report. Overall, fair use policies (40%) and bandwidth caps (34%) seem to be the most popular current strategies to combat the growing OTT network threat. However, 22% of respondents said they have already employed a strategy that entails new proprietary OTT services. Most everyone acknowledged a multi-strategy approach, which makes sense. 

Something that jumped out at me from this report is that many smaller providers are seemingly unprepared for expected OTT growth. A full 25% of providers with less than 100k subs did not yet have a strategy in place for dealing with OTT, although more of them did say they plan to do something in next 12 months.

Overall, small and large providers alike are considering new strategies for addressing OTT in the future. 34% plan proprietary OTT services, 34% plan fair usage policies and 29% plan bandwidth caps. As for smaller providers, 37% say they'll employ service add-ons as a strategy, and 31.25% plan to roll out proprietary OTT services in the next 12 months. This is encouraging.

Conclusion

The time has come for service providers, especially smaller ones, to address changes that are happening as a result of OTT service growth. The good news from Incognito's OTT report is that most providers (69%) recognize at least one opportunity to create something new using OTT strategically. Of course, broadband service providers should always look for ways to improve subscriber (user) experience and generate new revenue streams, to avoid getting commoditized and/or pushed out of the video business. OTT enables new initiatives like proprietary OTT services and multiscreen experiences. Operators need to embrace innovation to remain relevant, not only to their current subscriber base, but their future one (cord nevers).

That's the way I see it. What are your thoughts?

Paul D Hamm 

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TV Reinvented part 2, a new blog series?

Leading up to and since my last post, TV Reinvented, I regularly see news about TV game changers and how the TV game is changing. So much so, I'd like to begin a regular series of posts that highlight news around the U.S. (and globe) of the TV and film industry being reinvented as a result of paradigm shifts in consumer behavior and changes in the way video programming is being delivered to consumers. Of course, I'll have particular focus on "over-the-top" (OTT) providers and content. Undoubtedly, changes are happening very quickly, so I believe MVPDs and digital media companies (broadcasters, networks, producers, etc. who are becoming MVPDs in their own right) might benefit from a regular summary of what's happening in this area, maybe once or twice a month. So I'll provide a series of "TV Reinvented" posts here, highlighting "game changers" and "how the game is changing", as long as I see a continued stream of relevant news and events.

No better time than the present... 

How the Game is Changing: Cox is targeting "cord cutters" with OTT-TV service being tested in Southern Cal.

Looks like Cox Communications is launcing a beta OTT service, called flareWatch, in Orange County. It's a broadband-only TV service of 97 channels and 30 hours of cloud DVR service for $34.99 per month. This channel lineup looks to be targeting cord-cutters, since it includes ESPN, Disney, CNN, CNBC, and many other top cable channels. With flareWatch, Cox certainly looks like an incumbent provider adapting to the changing TV game. As TDG points out, FlareWatch might also become a game changer if Cox is flirting with a "forbidden fruit", preparing an online-only service to deliver outside of its own territory and competing with other MVPDs. 

 

Game Changer: Crackle finds a hit series with Comedians in Cars getting Coffee. 

Crackle, owned by Sony Pictures, has been a bit of an "also ran" behind Netflix and Hulu. But recently their traffic has doubled in large part to a Jerry Seinfeld series played on Crackle, "Comedians in Cars getting Coffee". As Eric Berger, exec vp of digital networksat Sony Pictures Television stated in an interview posted by AdWeek, Sony views Crackle as a global next-gen network for premium long form content. He compares Crackle to AMC and FX, yet Crackle is an OTT-only network. I certainly would consider Sony a game changer, if they continue to come up with high quality programming exclusive to their OTT network, Crackle. If you click on the link to the AdWeek article, and haven't seen Seinfeld's series yet, there is one there to watch there, definitely worth a few minutes of your "TV" time!! 

 

 

Can't forget about Netflix - Game Changer!

Wall Street Journal did an article this week entitled "How Netflix Is Shaking Up Hollywood", describing multiple examples of Netflix buying up exclusive programming rights for its OTT service. I've talked about "House of Cards" and "The Killing", but apparently Netflix is not slowing down....now to the point that Hollywood is changing the way it looks at Netflix. 

Series like "House of Cards" and "The Killing" have story arcs, which seems to be a focus of Netflix's buying spree. Some new examples of Netflix licensing are PBS's "Super Why" and "Orange is the New Black", debuting this week. Hollywood used to think of story arcs as riskier bets due to future syndication limitations. Netflix is changing that, because "binge" consumption lends itself to story arcs and catching up via OTT on-demand, subscription service model. Studios are actually talking about changing production models based on the "Netflix" effect. Talk about a TV game changer! :-)

So, I hope you find this summary of TV "game changers" and "how the game is changing" useful, especially if you're a broadcaster, content producer/owner or MVPD. I'll keep posting and hope to hear from you. 

That's how I see it. What are your thoughts? 

Paul D Hamm

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Love OTT Like TWC

If telco and cable service providers (MVPDs), whether large or small, need more to fuel the case for OTT video services, look to one of your major peers, Time Warner Cable. This week, it has been announced that TWC is considering an investment into Hulu.Clearly, a step like this indicates TWC's approach to include OTT video in their future strategy and business planning as a MVPD. 

I thought Joel Espelien with TDG gave 3 good reasons why he thinks TWC would make an investment in Hulu, and implications for OTT. In summary:

1. The majority of TWC's and other cable companies' revenues are coming from broadband services (DOCSIS 3.1?). With that in mind, it's smart business to partner with OTT video providers.
2. OTT itself can become a very compelling bundling service to generate new revenue streams and boost broadband upgrades.
3. TWC could break the "business model" deadlock created for Hulu (ads vs. SVOD) by its owners, mainly Disney and Fox. 

TWC also recently launched TWC TV on Roku, offering live streaming TV channels to authenticated users. This was another bold move for an incumbent cable company to openly embrace OTT by launching TV Everywhere services on a pure OTT set top box like Roku. 

Hulu's adventures and TWC's recent interest in Hulu and deployment on Roku are shaping the future of TV in front of our eyes. Service Providers can lead, follow or get (pushed) out of the way. And it doesn't take a multi-million dollar investment in Hulu. There is a large and rapidly growing industry of digital content producers and owners, increasingly ready to partner with MVPDs and explore new distribution channels. OTT platforms like Endavo can provide the flexibility to ease into it, if that's more comfortable... test the waters... get in the game. To be sure, telco and cable subscribers are spending more and more of their "TV" time going over-the-top to find what they want, when and where they want it... and, importantly, they are paying for it. Smart MVPDs like Time Warner Cable have figured this out. So now it's time to think outside the (cable) box and reach out to regain subscribers' attention (even find new consumers off-net) by launching new and innovative services over broadband, including premium OTT video. 

That's how I see it. What do you think? 

Best Buy Circular Ad Highlights Cord-Cutting Content Package - Videonuze

I thought Will Richmond's VideoNuze commentary regarding a retail ad he found in his Best Buy circular was interesting enough to post here on our blog as well. The ad suggests that even a big retailer like Best Buy believes the mainstream consumer video market winds are shifting, as people are beginning to seriously consider supplements, or even alternatives, to the traditional Pay TV offerings. Telcos and Cablecos seeking to enter or expand into Pay TV markets should at take notice to these kinds of things as they consider their own strategies to grow their businesses. There are many opportunities evolving to differentiate services and reach consumers, across and beyond existing broadband networks, by partnering with non-traditional content providers. Like Best Buy did here, Telcos need to think outside the box. 

That's how I see it. What are your thoughts? 

Enjoy Will Richmond's post:

Best Buy Circular Ad Highlights Cord-Cutting Content Package - Videonuze.

Quick Thoughts - Keep an Eye on Content Providers' Use of OTT

As content providers continue to embrace OTT as a viable option for direct delivery of programming to their audience, telco and cable operators need to pay close attention as they consider their own video services initiatives.  Whether it’s a single channel provider or a multi-channel media organization such as Dubai Media Inc. (our current “Client Spotlight”), content producers, broadcasters and aggregators know that it takes both multiple programming windows and multple distribution methods to satisfy an audience, plus meet their business and revenue objectives.

When offered as an integrated service along with traditional broadcast or pay TV, OTT distribution can be used to increase audience awareness by offering everything from sneak previews of full-length shows, to catch-up programming, or even “extra” content only available to OTT subscribers. This strategy for expanding their audience through OTT enables content providers with a compelling way to build their case to service providers for negotiating increased per subscriber rates for their video programs.  

Peter Contardo, Endavo’s CMO/Head of Content, adds: “Content providers can also use their expanded OTT audience to deliver additional value to existing advertisers and sponsors of their programming. Advertisers are looking for ways to embrace emerging multi-screen opportunities and what better way than to jump right in by leveraging an established business relationship with a trusted content provider.”

Once again, my advice to Service Providers is to closely follow what’s happening in the content provider space. Knowing what is driving producers, broadcasters and aggregators can help as you evaluate/plan/launch your own OTT initiatives.

That’s how I see it. What are your thoughts?

Paul D Hamm

Quick Thoughts - TV Everywhere is NOT the same as an OTT service. Consumers agree!

Telco and cable video services providers may be better off adopting strategies that are more similar to OTT providers (e.g. Netflix, Hulu) than the current TV Everywhere model, which is generally seen as a defensive strategy. This conservative approach has resulted in consumers being slow to embrace the expanded access to content offered by TV Everywhere. John Fletcher, an analyst at SNL Kagan, reports that TV Everywhere apps “have so far been met with a lukewarm consumer response.” And Parks Associates senior analyst Brett Sappington observed “If TV Everywhere services were originally designed to be a defense against over-the-top video services, this lack of [consumer] awareness is a significant problem.”

Peter Contardo, Endavo’s CMO/Head of Content, also weighs in: “Service providers, especially telcos, are missing a great opportunity to both educate consumers and generate new revenue. We see content producers, distributers and broadcasters growing increasingly frustrated by the lack of marketing resources and commitment to these new video services, to the point where many content providers are just going direct to their audience.”

So to all you Service Providers out there thinking about extending video services to your customers, I strongly recommend that you think through your strategy and be prepared to invest to support it. If not, content providers and aggregators may start passing you by and going “over-the-top” to get to the consumer first…and better.

That’s how I see it. What are your thoughts?

Paul D Hamm

Key Takeaway From NATPE 2012 - Content Provider Perspectives Impacting Telco Video Services.

Because of the exciting work we're doing here in Dubai, I was not able to attend this year’s NATPE in Miami - but I did get a briefing from my team coming out of this annual gathering of creators, developers and distributors of television programming from around the world. Peter Contardo, who recently announced our expanded content services, and Jason Anderson met with many of our current platform and syndication clients and prospects, as well as industry players who shared perspectives on the digital media distribution opportunity and its impact on the television content marketplace. 

Among many content provider perspectives impacting telcos, I wanted to relay some thoughts from our team on the most fundamental question asked repeatedly by content producers, distributors and broadcasters: “How do I make money off my content in digital?” This question comes as yet another distributor was heard complaining that "consumers don't want to pay for content." Well, a quick check of your telco or cable bill, your Netflix, or Hulu Plus and MLB subscriptions certainly counters that argument. Consumers WILL pay for content - maybe just not YOUR content.

So, WHY are consumers willing to pay for some content but not others? Because content providers expect to make money from their programming as they evaluate OTT opportunities, this becomes a critical question for telcos, as well. To the audience of television programmers at NATPE, here are three answers to this WHY question, which telcos need to understand when considering the design, development and delivery of video services.

• Make your content discoverable. “If you build it, they will come” may have worked in the popular movie Field of Dreams, but in a world where 60 hours of video is uploaded to YouTube every minute, your content is not alone. Maximizing use of metadata can help consumers find your programming across every platform. In fact, one company commented that they employ 150 full-time workers to do nothing but identify and tag TV shows by title, lead actor, genre and other key words.

• Content may be king, but viewer data is pure gold. To really cash in on your content, you need to go beyond what is watched and how long it is watched. Google’s TV advertising platform is beginning to deliver data on viewer demographics, tastes and specific ad engagement - telcos should do likewise. Quality data is especially valuable when designing channels across multiple devices that consider different viewing experiences, such as watching live TV in the living room or catch-up viewing on a tablet at the local Starbucks.

• Make your content brand-friendly. Advertising revenue represents roughly half of a typical cable network’s revenue and it is becoming increasingly important for operators reaching the limit of the monthly bill most subscribers are willing to pay. Likewise, brands remain desperate for quality programs on emerging platforms that they can trust, just as much as they've trusted TV fare for the past 50 years. Creating brand-friendly content will drive cross-platform ad revenue and can increase your viewing audience through brands’ ancillary promotional efforts.

There are many other important observations coming out of NATPE and the content community, and I welcome you to contact our content services team to explore how they impact your business.

I also strongly encourage you, if you haven’t attended NATPE in the past, to make plans to visit Miami next January and experience for yourself this global content marketplace. Telcos will clearly benefit from hearing first-hand from the content providers who are creating and distributing programming that is at the heart of the consumer video experience that you are (or will be) building and delivering.

That’s how I see it. What are your thoughts?

Paul D Hamm

Total OTT Video Services Solution Showcased in Dubai; New Multi-Screen OTT Services Demo’d Live by Etisalat, Endavo and Partners.

Over the past month, Endavo showcased, alongside Etisalat, their innovative pure OTT service at GITEX and IP&TV Forum MEA, two of the largest trade shows held during the year in Dubai. During these shows, Etisalat’s eLife OnWeb service was demonstrated on multiple broadband-enabled devices including LG Smart TVs, LG Upgrader boxes, LG Blu-ray players, Etisalat’s own web portal on PC, iPad, Android tablets and smart phones, as well as various OTT set top boxes. What I found most interesting was that while Etisalat was busy exhibiting the only commercially available multi-screen telco OTT service at GITEX, other MENA telcos (e.g. Du) were only talking about presenting their initial OTT service plans “sometime in 2012.”

Also during GITEX, Etisalat announced the launch of “eLife TV”, its new IPTV service, which establishes the brand upon which OTT services will also be marketed. Building on the initial launch of eLife OnWeb on LG Smart TVs over the summer, this was the first time Etisalat fully showcased its multi-screen OTT services to the industry and press, which are being served from the Endavo OTT Video Services Platform.

As we announced in September, Endavo signed a significantly expanded platform agreement with Etisalat, enabling us to pull together multiple technology partners and expanded services being delivered as a unified solution for this large global telco. Our partners, including PHXX, Verimatrix, Harmonic and LG, exhibited together inside Etisalat’s “Entertainment Network Zone” during the IP&TV Forum, thus supporting and validating the power of our unique end-to-end total OTT solution.

Also at IP&TV MEA, in addition to exhibiting and leading OTT syndication training sessions in the Content Theatre, Endavo presented “Strategies to Turn OTT Content and Interactive TV Technology into a Seamless Commercially Available Service” during Etisalat’s OTT Special Focus Day. Endavo’s Head of Content, Peter Contardo, shared perspectives on the “OTT commercial success equation” and featured insights from Blue Pond Media, which has multiple channels on Etisalat’s OnWeb service, to build a strong case for both telcos and content providers to profit from OTT video syndication and services models.

During both GITEX and IPTV Forum, Etisalat and partners showcased more than 25 content providers already being syndicated onto the eLife OnWeb services as provided by Endavo’s content services team. We are consistently adding more content providers to the Etisalat service as OnWeb grows in our quest to “syndicate the planet.”

Our demonstrations in Dubai this past month proves Endavo’s capability to deliver a total OTT video services solution to a major telco, which can be delivered anywhere in the world with Internet access. So while Etisalat continues breaking new ground in offering its consumers pure OTT services, with content that is unique and independent of broadcast TV, Endavo continues to power the total solution upon which its services are managed and delivered.

And speaking of breaking new ground, Endavo officially opened in Dubai our latest office, located in the heart of Media City.

It was certainly another busy month, and an important month, in demonstrating the commercial potential of Endavo’s total OTT video services solution. But we’re not stopping now, as there is much more to come. So, stay tuned. 

That’s how I see it. What are your thoughts?

Paul D Hamm

Consumers Tune Out Netflix - Lessons Telco OTT Operators Can Learn.

While Netflix shareholders try to figure out the massive decline in subscribers (lost 800,000 last quarter) and the stock price (70% since July, 30% on Tuesday), I felt it would be valuable to point out a couple of Netflix’s dilemmas, which should be of interest to Telco OTT operators.

Here’s what has led to the Netflix decline in the short term: 

1. Netflix recently announced that it has lost Starz content starting next year unless it ponies up $300 million. Netflix estimates that it will pay twice as much for content in 2012, then in 2011.
2. Netflix decided to split the business into 2 separate businesses, DVD and streaming, despite massive negative feedback from its customers. Of course, the company quickly reversed this decision. But shouldn’t they have known their customers better in the first place?
3. Netflix nearly doubled their subscription fees and they have stuck to the decision, even amidst the current turmoil and though many subscribers have gone away.

Telcos can take a few pointers from this story as they incorporate OTT video services into their overall multi-service strategies (to even compete with pure OTT providers, such as Netflix).

First, Telcos must consider their content strategy carefully. Unless they have REALLY deep pockets to invest upfront the hundreds of millions of dollars required to gain rights to distribute mainstream programming across multiple screens, the content strategy must balance making an acceptable investment with providing an increasing quantity and mix of high-quality content. The end game is obviously to motivate people to uptake OTT services, and spend increasingly more time and money as content availability expands. However, content also has to have a path to ROI. Of course, the balance here is making some upfront content investment and then growing the base of paying and/or ad-watching users in order to build up a sustainable, even profitable, OTT services model that contributes to the overall Telco business strategy. Understanding content producers and broadcasters in support of developing a content strategy is an area where Endavo can help Telcos.

Second, OTT Telcos can’t forget their customers, especially given that their OTT customers are also likely to be their IPTV, voice and data customers. OTT should be considered within the context of the overall Telco brand strategy and business plans. OTT can be an extremely valuable – many would say now, essential – strategy for winning and retaining telco customers. However, OTT shouldn’t be viewed in a vacuum as a stand-alone business with its own branding, pricing, value proposition, etc. The Telco OTT strategy is part of an overall Telco strategy and brand.

Lastly, price, along with content and user experience, is a main driver for consumer value. Telcos don’t have to give away OTT services to customers, but the price for the service has to be considered a good value by consumers, balanced with the pricing of other telco services, and contributing to the overall business objectives of the Telco.

Simply put, what can Telco OTT operators learn from Netflix today? Don’t forget your customer. This should be an easy lesson for Telcos.

That's how I see it. What are your thoughts?

Paul D Hamm