Jamie SherrySenior Product ManagerWowza Media Systems

THE SECOND SCREEN

PHENOMENON: HOW STREAMING

IS PERSONALIZING THE VIEWER

EXPERIENCE ON MULTIPLE SCREENS

26, SEP 2013

Background and trendsThe second screen definedSome examplesBest practicesQuestions

AGENDA

Who is familiar with video streaming?

Who owns a connected TV (or OTT device connected to a traditional TV)?

Who multi-tasks with another connected device while watching TV?

Who is familiar with Disney's 'Little Mermaid Second Screen Live’?

SOME INITIAL QUESTIONS

BACKGROUND AND TRENDS

“That is not a movie, it is a show!”

“Why can’t you get me that show?”

“Why did it stop working?”

“What is an advertisement?”

“How come it looks so bad?”

THE NEXT GENERATION OF TV CONSUMERS

Olivia, age 7

Hannah, age 4

Constrained by locationConstrained by time

Programming is scheduled by providers“Analog” social interaction

TRADITIONAL TV

Computers can share information!Starts with the desktop (and laptops)

ActivitiesWeb browsing (eCommerce, etc.)EmailSocial mediaMultimedia consumption (images, audio, and video)

Quality (bandwidth) goes upPrice comes downSeveral “connected” device platforms appear

THE INTERNET ARRIVES

Viewing habits begin to change and expandMulti-tasking (simultaneous use) with portable connected devices while watching TV

Viewing TV content on connected devices (“on-demand”) as well as DVR

Social interaction gets a “digital” component (online)

THE LIVING ROOM GETS A MAKEOVER

THE RISE OF THE SMARTPHONE AND TABLET

THE RISE OF THE SMARTPHONE AND TABLET

THE RISE OF THE SMARTPHONE AND TABLET

Age, gender, race, geographic location, income, education, urbanity

are all factors

SIDE BY SIDE (WITH THE TV)

SIDE BY SIDE (WITH THE TV)

46% of smartphone owners and (43%) tablet owners use their devices while

watching TV every day

SIDE BY SIDE (WITH THE TV)

46% of smartphone owners and (43%) tablet owners use their devices while

watching TV every day

Some activities are distractions while others are deeper

engagement

SIDE BY SIDE (WITH THE TV)

46% of smartphone owners and (43%) tablet owners use their devices while

watching TV every day

Some activities are distractions while others are deeper

engagement

Activities vary by gender, age, etc.

Traditional TV programming must now compete for viewer attentionTime, cost, quality, portability, and flexibility are all factors

Activities that are distracting can lead to abandonment

“Cord-cutters” and “cord-nevers” begin to appearHow can the industry

Prevent subscriber erosion and decreases in ad sales

Increase engagement (by taking advantage of behavior changes)

Remember the music industry ten years ago?

WHAT TO DO…

THE SECOND SCREEN DEFINED

The “second screen” is a connected device as an alternative or supplement to watching video content on a traditional TV

ENTER THE “SECOND SCREEN”

View information In real-time that is not displayed on TV or

Missed during a live broadcast on TVThat is only provided online (or not at all)

About advertising that occurs in between the program being watched on TV

ENTER THE “SECOND SCREEN”

View contentWhen travellingWhile the traditional TV is in use by others

That is only provided onlinePreferred method (more interactive, etc.)

ENTER THE “SECOND SCREEN”

The “second screen” is an attempt to increase the value of live TV programming through an optimized and personalized multiscreen experienceKeeps viewers present for ad breaksEncourages more TV viewingDoes not affect ad recognitionBrings people closer to TVAppears to encourage more shared and family TV viewing

ENTER THE “SECOND SCREEN”

SOME EXAMPLES

Remote Control ApplicationsSocial NetworksCompanion ContentThird party

COMMON TYPES

Allows you to control the content on your primary screen

ExamplesDijit Universal RemoteXbox SmartScreenNintendo Tvii

REMOTE CONTROL APPLICATIONS

Chat with others about what you are watching on TV

ExamplesTwitterFacebookGoogle+

SOCIAL NETWORKS

Companion content applications typically provided by content owners to complement, and often synchronized with, their primary screen contentCurated social feeds, synchronization, photos, videos, “gamification”, ads, stats, biographies…

Schedules, reminders, polls, social feedsExamples

Disney Second ScreenCBS ConnectMTV WatchWithShowtime SyncEmmy’s “Backstage Live” and other live events

COMPANION CONTENT

Third-party apps that provide supplemental content across content providersCurated social feeds, synchronization, photos, videos, “gamification”, ads, stats, biographies…

Personalized guide, universal search & access, discovery, recommendations, etc.

ExamplesZeeboxGetGlueBeyond the Box

THIRD PARTY

- Jim O’Neill, The Convergenc

e (19, Sep 2013)

“ONCE AN AUDIENCE ADOPTS NEW TECHNOLOGY, IT NEVER GOES

BACKWARDS”

Usage of second screen devices is growing

Strong second screen engagement appears to increase viewers and retention:http://bit.ly/AW-SSapps

Partners can help

TO BUILD A SECOND SCREEN APP, OR NOT?

BEST PRACTICES

Discovery. Help people find and choose what to watch on TV – then, get them to it by setting the app up to be a remote control.

Information. Supplement the primary TV content, e.g., character background stories, behind-the-scenes photos, IMDB info.

Participation. Let viewers vote or in some way interact directly with what’s happening on the air.

Shopping. Allow users to buy something they see on TV, e.g., click a button to buy the object shown in an ad.

Social. Ensure viewers can connect and share with friends during and about TV shows.

KEY FACTORS IN A SECOND SCREEN APP

Viewer-centered. Design the event around the viewers.

Participation. Call out individuals, e.g., Twitter wall, chat, FB.Give every user a voice, e.g., polls.Viewer input drives show actions or outcomes.Make users believe you are listening.

Curation. Filter incoming content as needed.Great UX. Make it integrated and gorgeous.Inclusivity. Deliver to any screen.Low latency. Try to normalize stream

delays.

KEY FACTORS FOR A LIVE EVENT APP

STREAMING

MULTI-SERVER STREAMING INFRASTRUCTURE

RTSP/RTP

MPEG-TS

RTMP, HDS

TRANSCODERS

IRD

LINEAR OR VOD CONTEN

T SOURCE

DISTRIBUTION & CACHING LAYER

DVRVOD

STREAMING SERVER

VOD

DVRVOD

VOD

STREAMING SERVER

VOD

STREAMING SERVER

STREAMING SERVER

WEBSERVER

TRANSCODERS

TRANSCODERS

TRANSCODERS

TRANSCODERS

VARIOUSDRM

SERVERS

SMOOTH

HLS

CONSOLIDATED STREAMING INFRASTRUCTURE

STREAMING SERVER

TRANSCODER

RTSP/RTP

MPEG-TS

IRD

LINEAR OR VOD CONTEN

T SOURCE

DVRVOD

VO

D

DISTRIBUTION & CACHING LAYER

VARIOUSDRM

SERVERS

RTMP, HDS

SMOOTH

HLS

If you need live video, multiple adaptive formats, or deep analytics, stream your content

If you streamYou will likely need both HLS and RTMPUse RTSP to reach legacy 3GPP devicesPlan to move to DASH and HTML 5.1Choose a multi-format media server

To use DRM, work with a service provider

DELIVERY BEST PRACTICES

ChallengesYou can’t keep eyes on one device and simultaneously interact on the other Example: Disney is moving away from complementing

shows with second screen experiences It’s hard to take “social TV” on the road with two screens and high-speed live streaming bandwidth requirements

Conclusions Internet connectivity and second screen social activities will eventually merge onto the TV

Content + Social TV on will need to become portable and work on any device

LOOKING AHEAD

LOOKING AHEAD

Sunday Night Football on my laptop while attending IBC 2013

QUESTIONS

Contact info

JAMIE SHERRYJSHERRY@WOWZA.C

OM