ITV

Tag: personalised

  • Convenience & personalised content prompts 78% India’s TV viewers’ shift to OTT

    MUMBAI: There has been a steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets. That percentage dropped 78 per cent, from 47 per cent to 10 per cent. In the United States, the number fell 57 per cent (from 59 per cent to 25 per cent), and the U.K. it dropped 55 per cent (from 56 per cent to 25 per cent).

    Signaling an accelerating shift in the digital video market consumer behavior, the percentage of consumers who prefer watching TV shows on television sets plummeted by 55 per cent over the past year, from 52 per cent to 23 per cent, according to findings from the Accenture 2017 Digital Consumer Survey.

    “The massive and accelerating push by communications and media companies to provide ubiquitous content – TV everywhere including over-the-top – has empowered consumers to access high-quality content across multiple devices.”

    The global online survey of 26,000 consumers in 26 countries* reveals that consumers increasingly prefer to watch TV shows on (over the top or OTT) devices such as laptop and desktop personal computers and smartphones. More than four in 10 consumers (42 per cent) said they would rather view TV shows on a laptop or desktop, up from 32 per cent in last year’s survey. Thirteen per cent said they prefer watching TV shows on their smartphones, compared with 10 per cent last year.

    The decline in TV viewing over the past year tracks with a four-year trend. As recently as 2014, the survey revealed that nearly two-thirds (65 per cent) of consumers preferred the TV set for viewing TV shows.

    The most-recent findings, summarised in a new Accenture report titled Winning Experiences in the New Video World, show that only one in five consumers (19 per cent) now prefer to watch sports games on their TVs, down from 38 per cent in the prior-year survey.

    “The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Accenture’s broadcast business global managing director Gavin Mann. “While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices — especially laptops, desktops and smartphones.”

    “Driving this rapid shift in consumer preferences is the growing convenience, availability and quality of more personalised and compelling content on laptop and desktop personal computers and smartphones,” Mann added. “The massive and accelerating push by communications and media companies to provide ubiquitous content – TV everywhere including over-the-top – has empowered consumers to access high-quality content across multiple devices.”

    While consumers increasingly prefer to watch TV shows on laptops and desktops, the smartphone is becoming the preferred device for watching short video clips. In the most-recent survey, more than one-third (41 per cent) of consumers said they would rather view these clips on their mobile handsets, a substantial increase from 28 per cent last year. In contrast, the number of consumers who said they would rather watch video clips on their laptops and desktops dropped slightly, from 47 per cent to 44 per cent over the last year, while the number who said they prefer to view these clips on their TV sets dropped even more, from 16 per cent to only five per cent.

    The report makes several recommendations for how media companies should respond to the shift in consumers’ video consumption habits from TV sets to other devices.

    These include:

    Identifying new ways to engage consumers with more-personalized video content across more types of screens; using more granular consumer data, segments and predictive analytics to help anticipate consumer preferences and find content they desire; and focusing more on their target audiences to identify exactly what content their viewers want to receive – and when, for how long and on what type of screen.

    Methodology

    Between October and November 2016, Accenture conducted an online survey with approximately 26,000 consumers in 26 countries: Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Ireland, Italy, Japan, Mexico, Netherlands, Poland, Romania, Saudi Arabia, Singapore, Slovakia, South Africa, Spain, Sweden, Turkey, United Arab Emirates, the United Kingdom and the United States. The sample in each country was representative of the online population. Ages of respondents ranged from 14-to-55 and over. The survey and related data modelling quantify consumer perceptions of digital devices, content and services, purchasing patterns, preference and trust in service providers, and the future of their connected lifestyles.

    (*These findings are derived from a multiple-choice question answered by survey participants: “Which types of device (s) do you prefer to use when accessing different types of content?” The options included ‘laptop and desktop personal computers,’ ‘smartphones,’ ‘tablets,’ ‘TV screens,’ ‘game consoles,’ ‘other’ and ‘none.)

    Also Read :

    Viacom Velocity: 68% millennials trust online pals more than news or govt

     

  • Video’s the way forward for Cisco

    Video’s the way forward for Cisco

     

    MUMBAI: With the ever increasing demand for video services, Cisco is among a clutch of companies that views video as the next big thing.

    Cisco TV coupled with Cisco STBs, caters to over 300 million homes globally and over 30 million households in India. The Cisco Videoscape Unity platform fulfils the demand for video on multiple screens, empowering service providers and media companies to create and connect new synchronised, personalised and intuitive multi-screen experiences at great speeds.
    Video is the next big thing for us: we see the way video will be personalised, consumed and delivered to be very dynamic believes Arora

    Says Cisco India & SAARC service provider – regional sales manager Sandeep Arora: “For Cisco, network is the platform for business enablement. Video is the next big thing for us: we see the way video will be personalised, consumed and delivered to be very dynamic.”

    “There are multiple ways by which we are driving digitisation in India and helping our partners in what we call as a glass to glass strategy, so if you see our technology platforms, we serve from the IRDs – which is a picture coming from the lens of the camera to the glass of the TV screen,” adds Arora.

    Cisco Videoscape Unity brings expertise in building comprehensive carrier-class cloud products and a flair for designing award-winning user experiences that implement each provider’s unique brand and vision. Cisco then engineers this vision into a coherent and deployable multi-screen product.

    “So while we are enabling technology platforms, we are also enabling business platforms, and since it’s a very capex (capital expenditure) driven industry, we are also using our financial arm – Cisco Capital – to drive that high capex worth of business going forward. So in the end, we are just focusing on providing the right value for the end consumer by using the Cisco technology and to be a part of the immersive experience,” says Arora.

    Six to seven years ago, Cisco acquired Scientific Atlanta – its largest acquisition till date – and over the years, it has been acquiring multiple companies to enhance its network capabilities and platform technologies. “So be it content aggregation, content creation or content distribution, all of this need to come together and we need to drive this experience,” says Arora.
    About digitisation, Arora says there have been many anxious moments during phase I and phase II. “There is a technical digitisation that has happened – with the seeding of STBs in homes – but the business digitisation is still evolving – where the revenue is pumped in – and what we are looking at is it kicking in and that’s where the business model starts functioning,” he explains.

    A behavioural change is also taking place, according to him, which is necessary for the success of both technical and business digitisation. “So with phase III and IV of digitisation approaching soon, we are moving to the bottom of the pyramid, and each phase will have its unique set of requirements and challenges, the fragmentation will also increase as digitisation penetrates further. The audience being addressed is very different, so we need to keep thinking how to redefine ourselves as we move forward,” he points out.
    While others may aspire to offer either quick and powerful cloud-based services or customer-specific experiences, Cisco Videoscape Unity is unique in that it offers both.