Future of TV
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21-Oct-2014 -
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Transcript of Future of TV
![Page 1: Future of TV](https://reader033.fdocuments.in/reader033/viewer/2022061106/5446a959b1af9ff43a8b4671/html5/thumbnails/1.jpg)
The Future of Television
Mark Suster
PaidContent – November 2011
@msuster
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So Interactive, Digital TV is Right Around the Corner?
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Nobody Believes it Because We’ve Cried Wolf for 20 Years
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This Has Led Our Industry to Become Frogs Boiling in Water
Metaphor: put a frog into boiling water and it jumps out, put it in cold water & slowly turn up temperature and it boils to death
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“We Overestimate the Impact of Tech on 3-year Horizon & Underestimate on 10-
year” - Bill Gates
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I Would Argue That the Massive Change in Television Will Accelerate in 2012
1. Massive decrease in costs of capturing & processing video
2. Significant penetration in broadband, increases in Wi-Fi
3. Huge advances in compression
4. Massively distributed advertising market
5. Decreasing traditional paychecks to creative talent
6. Consumer behavior has made Internet video a reality
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Bundled TV Will be the Album of the Future
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And The Same Forces that Killed the Album Will Kill “The Bundle”
1. Disruptive technology that breaks the distribution strangle hold of content
2. Massive costs reductions in capture, process & distribute
3. Consumer choice
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YouTube is the New Comcast … And Notice the Change in Branding
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And My Bet is that The Future Distributors Are Not Who Most TV
Execs Think
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So Why Now?
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Americans watch 5.3 hours of TV / Day
TVReading
< 1 Hour
5.3 Hours
Media Patterns
Online
3 Hours
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It’s Not Just Dogs on Skateboards Anymore
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A Disruptive Breed of Digital Content Producer Has Emerged
UGC Network TVYouTube TV
Pro
du
cti
on
C
osts
/
Min
ute
$100-400
$6,000-8,000
$50-100k
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These 4 Companies Alone Doing > 3 Billion Video Views / Month
YouTube TV
Costs
/
Min
ute
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With YouTube Content Distribution is Much More Predictable and Content
Producers Have a Direct Relationship with Viewers
ViewerViewer
Subscribers
Email Lists
Facebook Connect
YouTubeYouTubeProducerProducer
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Youth Demo Already 1/3rd of Time Online Watching Video
Streaming Video
Other Surfing
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And Revenue Becoming Substantive
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How Mainstream? 86% of All Internet Watch Online Video
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Aug 11
42 billion views
185 million viewers
228 videos / person
17 hours
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91% of Households Still Pay for TV (91%)
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This Market Disruption Will Be Enormous –
And It’s Accelerating Now
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Don’t Be a Frog. Get Ahead of the Curve.
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