Results of the Connected100 Survey, in association with connected entertainment event TV Connect, have been released. The survey reveals that data-driven video services will help tailor the consumer experience and open the door for programmatic TV advertising. Video services are also expected to enable end users to publish user-generated content that will become an integral part of the content offering, enabling consumers to act as content editors.
The Connected100 research is a global survey enabling those in the TV and media market to share their views on the future of the connected entertainment industry. The research, led by the Connected100 research group, comprises opinion from the telecom, broadcast and over-the-top industries. The survey reveals that 4K (77.5 per cent of respondents), TV Everywhere (70 per cent) and over-the-top (87.5 per cent) will remain key drivers of innovation, while linear broadcast (only 7.5 per cent) will slowly lose to personalised TV services accessed via the cloud or on connected devices. Big data, the iInternet of Things (IoT) and short-form digital video will also enable the content industry to offer services tailored to end users’ viewing habits and preferences.
“The TV and video industries have been leading towards the Internet of Things since the advent of the first connected TV ten years ago,” explained David Mercer, vice president and principal analyst, Digital Consumer Practice at Strategy Analytics. “All these developments are related: TV Everywhere enables consumers to access content on every platform and to interact with it, and personalisation will allow end users to create their own schedule and programming, moving away from linear broadcast. At the same time, user generated content is forcing the industry to redefine what TV means, to rethink the business models and how the industry works. TV Connect will provide a perfect platform to see how all these trends will converge to create the TV of tomorrow.”
Ed Barton, practice leader, TV, at Ovum, added: “TV services have traditionally been sold to households while streaming services tend to be addressed towards individuals. This potentially generates additional revenues for both streaming services and their content partners, as well as offering further opportunities through more targeted advertising. A new era of entertainment technology promises to offer more tools to audiences to control their viewing experience, which will be particularly relevant to younger audiences that tend to be more active about their media consumption. It will be interesting to see how broadcasters and pay TV operators launch direct-to-consumer streaming services at TV Connect, reasserting their power against nimble, aggressive and technology-led OTT specialists.”
TV Connect is organised by Informa Telecoms & Media, and takes place on 28-30 April at the ExCeL in London.