“As a user myself, I still sometimes end up in the situation where on a Saturday evening, I can’t find anything to watch,” Brigita Brjuhhanov, TV Product Owner at Elisa Estonia, told  Connected TV World Summit two weeks ago. “And that shouldn’t happen. We should never have to search for half an hour, or an hour, to find what we want to watch.” She added: “It’s our responsibility to have happy eyeballs in front of the TV and not the ones feeling frustrated.”

While it may be tempting to blame discovery on the viewer and their indecisiveness, the panel firmly asserted that it was the role of content and service  providers to make discovery as painless as possible. And this starts with ensuring that platforms are optimised for every device and environment.

“The reality is that we need to be where the eyeballs are to make our business models work. So, we can’t assume everyone has a particular device. It’s about understanding that the consumer probably isn’t going to change their input source,” Gary Woolf, EVP Strategic Development at All3Media International, explained.

Even once a user is on a platform, the sheer volume of content can be hard to negotiate. “There’s an abundance of content and greater choice creates a challenge,” said Matthias Puschmann, TV Platform Partnerships EMEA at Google. “Our first priority is making the content available or helping our partners to provide the content to users, but then also putting them in position to understand what’s happening on a user’s device, and then presenting the content in a way that resonates.”

Platforms have always looked to keep users engaged by delivering recommendations, and while “curated recommendations are still relevant” according to Brjuhhanov, providers cannot rest on their laurels and must ‘be bold’ with creating recommendation engines. But if these backfire “you can lose the audience’s trust,” she asserted.

A key part of being able to recommend content, and making it searchable, is having complete and accurate metadata. “A problem we have as an industry is one of legacy,” said Woolf. He described the issues he had recently when bringing an old TV series  onto a streaming platform: “Not only are you cleaning up these episodes and getting them digitised, but the level of metadata that was recorded 40 years ago is nowhere near what is required. So immediately you need an army of people to create this metadata.”

Brjuhhanov agreed, stating that this issue also affects content in lesser used languages. “Having a ‘smaller’ language, and creating the metadata for that, I think it’s a challenge. And we don’t have an easy solution for that.”

Every provider wants their content to be discovered easily by all viewers. But at the end of the day, as Brjuhhanov pointed out, “We all want to be a button on the remote, but in the end we’ll run out of buttons.” Woolf pointed towards FAST (free ad-supported linear streaming channels) as an emerging way to offer consumers a different service in order to stand out. “Sometimes people just want to come home and have content on, and not have their TV ask them what to put on. This is where FAST has developed.”

However, according to Brjuhhanov, grabbing and keeping the attention of customers comes down to content, “and when we talk about what content should be prioritised, it should be what the customer wants to watch. We need to put egos aside.”

The panel was moderated by Bernd Riefler, Founder & CEO at veed analytics.

Mary Ann Halford, Partner at Altman Solon (one of the world’s largest global strategy consulting firms with an exclusive focus on the Telecoms, Media, and Technology sectors), said: “I believe they [CE device makers] are becoming the new gatekeepers”, although she pointed out that Pay TV operators can compete in the CE market too – with Sky Glass  an example of a Pay TV operator as a Smart TV maker.

“The race is definitely on,” declared Joe Nilsson, Chief Commercial Officer at SportsTribal, a FAST specialising in Tier-Two sports with 40+ channels spanning billiards and motor sports to combat sports. He pointed to the ambition of “flag-bearers” like Samsung and LG, “who have their own OS and aggregate in two ways: their direct content product in the form of Samsung TV Plus and LG Channels, and aggregation of the TV market via apps.”

Halford highlighted a key strength of Smart TV makers: collecting ACR (automatic content recognition) data, and advanced advertising. “They are all building their own ad sales capabilities and leveraging this data,” she pointed out.

ACR uses fingerprinting to understand what a household is watching at pixel/glass level, which means that content from any external HDMI source (like a Pay TV set-top box) as well as from Smart TV curated services is covered. ACR also monitors content whether it is broadcast or streamed. That is a powerful tool when it comes to showing what a household watches and what advertising they have been exposed to.

Picking up on a potential weakness of CE device makers as aggregators, Nilsson questioned the extent to which they can harness exclusive content like sports to drive usage. Will a sports fan buy a particular television set if their favourite sport or competition was exclusive to that device maker?

The live audience also thought CE device makers are credible competitors for the role of primary TV aggregator in the entertainment home. Here are their answers to this question:

Who is best placed to be the default content aggregation and discovery UX that people return to again and again, every day (thinking about the time period 2023-2026)?

• Pay TV operators, 45%
• CE platforms (e.g., Smart TV makers), 25%
• Studio D2C, BVOD or AVOD apps providers, 13%
• Dedicated independent apps that aggregate streaming services or deep-link to content, 17%

So, how do Pay TV operators differentiate themselves from CE device makers in the battle for aggregation? You can read some of the non-exclusive qualities that will determine success or failure in our previous story, here.

But asked to focus on strengths that clearly favour Pay TV providers, Halford pointed to convenience as key, and that means multiscreen availability of the aggregated service, and portable viewing. Nilsson pointed to multiplay provision – the ability to tie aggregation to broadband and mobile services.

Brigita Brjuhhanov, TV Product Owner/Team Lead at Elisa, which launched an Android TV based next-generation TV platform called Elamus in Estonia last August, highlighted how multiplay provision helps Pay TV compete with streaming services that curate content (albeit in smaller ‘bouquets’). She noted that consumers are used to seeing Pay TV brands advertised on bus stops, and people have used their cellular services for 20 years and have deep trust in the brand, whereas some streaming services are brand new to a market.

This webcast considered the extent to which Pay TV device strategies can help operators maintain their relevance – and maybe even grow their market – for content aggregation. Sky Glass is a great example of innovative thinking, with the Sky-designed (and retailed) Smart TVs marketed on the basis of sophisticated hardware at a good price, available in monthly instalments (or a single payment) to homes that may not have satellite dishes (as it is a streaming-only television set) with a flexible subscription TV contract on the side.

“More Pay TV providers are starting to embrace Smart TVs as the fulcrum of the viewing experience,” according to Tim Pearson, Vice President, Solution Marketing at NAGRA (a long-time specialist in Pay TV and multiplatform TV provision, UX, business analytics and content protection, among other things). He was referring to the virtualised set-top box (‘operator-as-an app’ or ‘direct-to-TV’) model where the Pay TV operator functionality is built into the television set itself (thus removing the need for an operator STB).

NAGRA has a product called TVkey Cloud that supports this model by embedding the security anchors for content protection into the television set silicon (which has to be in partnership with a Smart TV maker – in this case with Samsung). This is designed for Pay TV operators ready to work with a CE partner, and enables marketing partnerships whereby the Pay TV offer is available out-of-the-box (as an automatic app launch) when someone plugs in their new Smart TV at home.

Sky has taken the concept another step forward, by becoming the CE partner for itself – designing and retailing its own television set (Sky Glass).

With more CE brands (beyond the original TV manufacturers) getting into the Smart TV OS business (e.g., Fire TV OS from Amazon and Roku TV from Roku), there is surely a growing danger that Pay TV operators could find themselves sitting behind a compelling UX-with-content offer from television set makers. Although Sky never says so explicitly, Sky Glass is a way for them to ensure their UX and content offer is always the first thing anyone sees in a Sky Glass home.

Sky cannot be relegated to second UX status on a Sky Glass television set – and that probably explains why another European Pay TV heavyweight, Deutsche Telekom, “is tracking this proposition to see if it makes sense,” – as revealed at Connected TV World Summit in May.

Still focusing on the impact of device strategy on the aggregation future, Pearson pointed to the growing sophistication of television sets and their operating systems in general, but also to the ongoing importance of set-top boxes, including how Android TV Operator Tier based STBs have proved their ability to boost a Pay TV operator’s position as a content aggregator (thanks to super-aggregation and content discovery features).

Brjuhhanov at Elisa noted that it is harder for Pay TV operators in smaller markets to onboard popular streaming services, due to market scale, and they may have to wait in turn while global streamers launch elsewhere. Elisa opted for an Android TV approach for its Elamus platform partly to ensure competitive onboarding. “Android TV has given lots of us more freedom and opportunities for aggregation, with more apps connected,” she pointed out (speaking on behalf of smaller Pay TV providers).

Halford pointed to the new Comcast/Charter Communications joint-venture in the U.S. for the nationwide availability of the Flex streaming device (and OS) as another example of how Pay TV providers can carve out new aggregation opportunities.

Comcast launched Xfinity Flex in March 2019 as a 4K streaming-only box (and OS/UX) to its Internet-only customers – that is the chunk of Comcast homes that are not taking a traditional Pay TV package from them. And there lies the opportunity: for Pay TV providers to stay in front of cord-cutters and remain their primary UX and aggregator for entertainment, even if it is a non-traditional bundle.

From that, new content distribution possibilities flow, too. Comcast bundled the Peacock streaming service (which it owns) with Flex at no extra cost. And most recently another of its owned streaming services, the free ad-supported Xumo, has been integrated into the Flex offer.

Then in April this year Charter joined Comcast in a joint-venture (contributing $900m to the cause) to expand the Flex OS/UX/app store/content offering into something more – a platform that can expand beyond Comcast homes via deals with hardware makers (and retailers). So, from 2023 when Charter starts to offer this product, Flex (however branded) will “compete at scale with established national platforms,” in the words of Tom Rutledge, Chairman and CEO at Charter.

It is worth pointing out that Flex is part of the same Global Technology Platform that the Comcast/Sky group has built and which also underpins Comcast’s Xfinity X1 set-top boxes, Sky Q and Sky Glass – and also X Class TV, an OS that Comcast makes available to third-party television makers in the U.S. (with Hisense as the launch partner). The plan for the Flex JV is that Comcast and Charter will both sell X Class TV sets directly or via retail, as well.

In short, [these] Pay TV providers have dived into the cord-cutter market to become the aggregators of non-Pay TV (but broadband) homes. As Halford points out: “They are seeing people cut the cord and seeking out content a la carte on Samsung TV, Roku and Amazon Fire, and they are trying to provide something [in that market segment] with the robust features of Pay TV navigation and discovery.”

Given the importance of apps onboarding, content partnership relations are as important as ever, and these were next on the webcast agenda. Is there any way that an aggregator can set themselves apart from others when looking to attract streaming services to their platform? Nilsson outlined what mattered to him.

“Addressable reach for the app is the primary driver – so how many of those devices [that the app is being integrated with] are in the market and also connected to the Internet. That’s the first question you ask yourself: ‘Is the juice worth the squeeze’, especially when there is a unique OS [that you have to develop/manage the app for].

“There is a commercial element,” Nilsson adds. “And we look for an alignment of our free offering alongside their paid propositions [so are they a good complement].”

Then there is ‘share of voice’: how many apps there are on the platform. Discoverability is also key, with Nilsson keen on the deep metadata integration that allows SportsTribal to automatically surface content from its app.

During the webcast, the audience were asked what they think are the key value-adds an aggregator must offer to content partners. Here is the full question and the results of the poll….

Beyond ‘carriage’, what are the most important value-adds a content aggregator (e.g. Pay TV/CE device maker) can give to a streaming content service? You can choose up to four items from the list. 

• Content discovery & content promotion (surfacing, visibility, prominence), 58%
• Attractive packaging (including in bundles, maybe with ongoing bundled discounting), 53%
• Unique audience reach (including co-marketing & promotional discounts), 47%
• Sharing of viewing behaviour insights, 42%
• Favourable onboarding/carriage business model (e.g., revenue share), 32%
• Credit/billing/account management functions, 26%
• Single sign-on, 26%
• Advertising (sales house) representation (where ad-supported), 21%

Content was also part of this discussion – namely the extent to which you need original, exclusive or local content to win the battle for aggregation. For Brjuhhanov, content is still key if you want to differentiate as an aggregator. “It is mandatory to have original content to separate you from others, but you must only focus on high-quality originals,” she declared.

The Elisa executive believes Pay TV operators can compete with global streamers for attention by ensuring the best content is available in local languages, with subtitles and audio description, and her advice is to partner with the local (national) broadcasters to create original content. She agreed there may be an opportunity to harness broadcaster library content on a platform and help to promote it.

For Halford, sport is the glue that keeps the diminished number of American Pay TV subscribers on-platform, and it remains the bedrock for Pay TV subscriber retention (and acquisition). “Sports is a flag in the ground for Pay TV providers to acquire new users,” Joe Nilsson added. “That means the fight at the top [for Tier-One sports rights] is pretty intense.”

Local and hyper-local is an opportunity for Pay TV to differentiate itself, now that streaming has reduced the barriers to entry for live productions, according to Pearson. This is a strategy employed by several NAGRA Pay TV customers in the U.S.

Sports is an obvious candidate for hyper-localisation. “Some of the regional operators we work with see this as an opportunity to differentiate their services and add a whole new category of content,” Pearson explained. Hyper-local could mean city-level stretching to regional or even State-level in the U.S. “It depends on the size of the audience for the content [i.e., how widely you have to spread the content offer to reach a viable minimum audience],” he explained.

This is part of a two-piece report, and you can read about the other key webcast insights here, including:

• The importance of content discovery, packaging and promotion in the battle to be primary aggregator
• How the total content offer on a platform can be expanded using apps onboarding
• The value of multi-genre and multi-demo diversity via the apps partnerships, when super-aggregating
• Value-adds that leverage trust and brand relevance, like carrier billing.

Watch the webcast itself on-demand.

Tim Pearson, Vice President, Solution Marketing at NAGRA (a long-time specialist in Pay TV and multiplatform TV provision, UX, business analytics and content protection, among other things) flagged the importance of packaging and curation to make content discoverable. “We are seeing content start to fragment, but consumers still need direction and good navigation to help them find the content they are looking for.” That means editorial as well as automated recommendations.

Viewing behaviour insights underpin discovery and also content marketing, “giving you the opportunity to shape packages and propose new consumption approaches,” he stated.

Packaging and promotion are seen as key value-adds for any aggregator (and one where Pay TV can leverage its experience and strengths). Mary Ann Halford, Partner at Altman Solon (one of the world’s largest global strategy consulting firms with an exclusive focus on the Telecommunications, Media, and Technology (TMT) sectors), noted the power of free or discounted introductory offers on streaming services.

Onboarding of streaming services is central to the future of aggregation – and for Pay TV operators, super-aggregation is a way to expand the total content offer on their platform without additional content costs to themselves. Joe Nilsson, Chief Commercial Officer, SportsTribal (a FAST specialising in Tier-Two sports with 40+ channels spanning billiards and motor sports to combat sports) made this point and the specific case for the addition of T2 sports as a complement to the Tier-One sports typically found on Pay TV offers.

He believes a curated multi-channel (streamed) T2 sports offer represents a collective that becomes interesting to an aggregating platform. “It is hard to make some of the smaller sports work as standalone propositions but in a bouquet, like with motor sports or combat sports, the categories become compelling, especially if they are free to the operator,” Nilsson argued.

“We [as an onboarded app] are extending the content offering for the Pay TV operator or CE platform,” he continued. “For Pay TV providers, a bouquet like this can provide incremental audience, and for them and TV makers it will help to stop people exiting the platform.”

Expanding on this last point, Nilsson claimed: “FAST drives phenomenal watch times.” He reckons the linear nature of FAST is good for content discovery, as it reduces the decisioning burden on consumers and makes it easy to move from one content choice to another.

Halford noted that streaming services (as onboarded apps) reach different demographic audiences [in the same way that linear channels do]. vMVPD curations in the U.S. (available from Pay TV providers and non-Pay TV challengers) have distinct flavours to the point where they can appeal to different kinds of women (not just to women), for example.

Pay TV has always thrived by providing multi-genre diversity and having something for everyone, so the call-to-action is clear: make sure apps onboarding extends that principle.

Returning to content discovery and packaging, Halford, pointed out: “You have to ensure consumers are not choked with lots of programming services they have no interest in” and that “viewers want the opportunity to be surprised.”

Brigita Brjuhhanov, TV Product Owner/Team Lead at Elisa, summed up the critical nature of content discovery to the future of aggregation. “We have to make sure viewers have something to watch every day, every hour, and they never feel there is nothing to watch.” Elisa launched an Android TV based next-generation TV platform, Elamus, in Estonia last August and demonstrates how smaller operators can stay competitive in the aggregation game.

“You need good personal recommendations that show up content that is new, and which viewers have not seen before, and which excite the ‘local’ viewer,” Brjuhhanov observed – with her final point referencing the need for Pay TV platforms to differentiate themselves from global streamers with local content. “You need a great UX, and the Pay TV service needs to be multiscreen, of course.”

Pearson said Pay TV operators must ensure their ‘brand relevance’, which builds upon long-term subscriber relationships by offering new value-add functions, one of which could be carrier billing for onboarded apps. This is especially valuable in markets where credit cards are less widely used, he pointed out. NAGRA customer Claro adds Netflix to is Pay TV bills in Colombia for example, clearly increasing the potential market for the onboarded SVOD giant.

This webcast, which you can watch on-demand, also considered the degree to which CE device makers (especially Smart TV providers) are a threat to Pay TV in the aggregation space (answer – they are, and this is a view that 25% of the live audience took when asked who is best placed to be the default aggregator people use every day for their TV). You can see the full results of that poll in the on-demand recording.

The ‘Winning the aggregation battle’ webcast, which you can now watch on-demand, discusses how Pay TV operators can differentiate themselves from these CE aggregation rivals. The impact of device strategy on aggregation is explored. There is a discussion about how aggregators can make themselves more appealing than their rivals to a streaming service – and thus ensure they can onboard that streamer. And the importance of original, exclusive or ‘just’ local content, is explored.

The live audience also answered this poll question: ‘Beyond ‘carriage’, what are the most important value-adds a content aggregator (e.g., Pay TV/CE device makers) can give to a streaming content service?’ The results from this poll are revealed.

Watch the webcast on-demand

This live webcast explores the future of aggregation – and how platform operators and streaming services that curate content can differentiate themselves in the battle to acquire and keep users. It considers the value of Originals and exclusive content – and how platforms and streaming services that lack exclusive content can set themselves apart in the 2020s, and what their value-add is for consumers.

You will hear about the evolving relationship between content curators and aggregators and their content partners – including the onboarding of apps and the benefits that Pay TV operators can bring to streaming app providers beyond ‘carriage’, from carrier billing through to marketing and advertising partnerships.

Our panellists consider the opportunities for aggregators and content curators to segment the Pay TV market and address a larger total audience, serving genre super-fans through to light and casual viewers. Extended aggregation opportunities are investigated – like music streaming and exercise apps – and we ask: can platform providers become more central in the digital consumer home?

The panellists are:

• Brigita Brjuhhanov, TV Product Owner/Team Lead, Elisa
• Joe Nilsson, Chief Commercial Officer, SportsTribal
• Tim Pearson, Vice President, Solution Marketing, NAGRA
• Mary Ann Halford, Partner, Altman Solon
• Moderator, John Moulding, Editor-in-Chief, Videonet

This webcast is live and will include audience questions. It is free and you can register here.

Elisa is one of the most important small/medium Pay TV providers in Europe, demonstrating how operators can cement their position in homes with its next-generation TV platform, Elamus, which was launched last August.

SportsTribal is a new FAST (free ad supported streaming TV) platform devoted to sports, featuring 35 channels that span billiards to combat sports, giving rights holders another distribution option beyond Pay TV and direct-to-consumer apps. This service is an app itself, appearing on Smart TV platforms.

NAGRA is a long-time leader in multiplatform television delivery and UX development (in addition to content protection, data-driven business analytics and cybersecurity. The company has extensive experience helping Pay TV providers (and indeed sport rights holders and streamers) creating platforms and services designed to attract consumers.

Altman Solon is one of the world’s largest global strategy consulting firms with an exclusive focus on the Telecommunications, Media, and Technology (TMT) sectors and among its many subject specialists has helped global media companies and dynamic new players adapt to the disruption of OTT/streaming video and the new strategies for creating, marketing, and delivering video content.

Other themes that will be addressed during this one-hour live video discussion include:

• The potential of CE platforms (from Samsung and LG to Amazon, Google and Apple) as content curators and aggregators.
• Best practice in content discovery and navigation – how to get consumers to the content they will love faster and more reliably.
• Content that attracts and keeps users on aggregated services and the relative merits of international vs local and hyper-local.
• Device strategies to reach the total subscription TV market, from high-end home gateways to streamer boxes and direct-to-TV (operator-as-an-app) approaches.
• Where content will come from as major international studios sell more of their output to their own D2C streaming service (life without your own studio).
• The potential for streaming services to grow their app ‘universe’ with third-party content relationships, and how third-party content is curated and presented.
• How smaller operators remain competitive in television services, ensuring sophisticated aggregation, personalisation, content discovery and navigation experiences.

Register here

Vodafone feature in a session dedicated to the future of Pay TV, titled, ‘Pay TV: Beyond exclusivity’, which is chaired by Ben Keen, Analyst & Advisor, Technology, Media & Telecoms. This session explores how Pay TV operators remain relevant in the 2020s, with a special focus on content curation, discovery and navigation in an expanded universe of global and local apps where content exclusivity becomes more elusive.

Connected TV World Summit is on May 24-25 at the Royal College of Physicians in London.

Dan Fahy, SVP Streaming, UK at Paramount is also confirmed to speak and will provide insights into Paramount’s streaming momentum and how the company will secure its place as a must-have streamer, harnessing Paramount+, Pluto and My5. Fahy will outline the role of Paramount’s existing brands and distribution in driving streaming and how genre-diversity is key to super-serving entire households. There will be a focus on how Paramount is ensuring consumer prominence, including through strategic partnerships. This presentation is part of a session called ‘The Battle for Attention’. This session focuses on how media owners increase total hours viewed and the stickiness of television services.

Rhys McLachlan, Director of Advanced Advertising at ITV will present on ‘Building advertising innovation into broadcaster DNA’, which includes more detail on ITV AdLabs and its work.  ITV AdLabs brings together all ITV’s commercial innovation, spanning contextual targeting, dynamic creative, Shoppable TV, addressable broadcast TV advertising, progressive analytics & measurement and even marketing opportunities within the entertainment metaverse, which the UK broadcaster is pioneering. Delegates will hear how ITV AdLabs works in practice, how ITV has built development agility into its DNA, and how it is helping to drive digital transformation. Early results from this initiative will be revealed.

Early speaker confirmations for Connected TV World Summit also include:

• Brigita Brjuhhanov, TV Development Team Lead, Elisa
• Akhila Khanna, VP, Partnerships and Business Development, UK, Paramount
• Ingmar Schmidt, Senior Product Manager, Swisscom blue TV
• Paola Colombo, General Manager, Adtech, Publitalia ’80
• Chris Edwards, Director, Business Development – EMEA, Rakuten Advertising
• Rose Adkins Hulse, Founder and CEO, ScreenHits TV

You can see more event details here.

Delegates can register here.

There are sessions at Connected TV World Summit dedicated to content strategies, the future of free-to-view television, monetising connected TV audiences, and TV sport, among many others. A session is also devoted to ‘The Million-&-One Operator Club’ – “that special group of Pay TV providers with less than 1,000,001 subscribers who service large chunks of the global subscription TV population and have to compete with increasingly consolidated giants that could be ten times their size, and fight for consumer engagement in the face of SVOD and AVOD growth.”

This session explores how smaller operators guarantee their role as the aggregators and navigators for premium entertainment, how they onboard the apps that consumers expect on set-top boxes, and how they achieve the operational agility to introduce more complex services, faster, at reasonable cost. Brigita Brjuhhanov at Elisa will help lead the thinking in this session, chaired by Anette Schaefer, Managing Director, BIG Picture.

Connected TV World Summit boasts a list of exceptional moderators and chairs, including:

• Colin Dixon, Founder & Chief Analyst, nScreenMedia
• Jon Watts, Executive Director, The Project X Institute & Managing Director, CIMM
• Bernd Riefler, Founder & CEO, veed analytics
• Thomas Helbo, COO, JT Group
• Nathalie Lethbridge, Founder and Principal, Atonik Digital

The conference has already gathered some of the best new thinking from analyst, research and consulting firms to set the scene in each session. Presentations include:

The rise of studio ‘sell-to-self’: a revolution in content distribution. Jack Davison, Executive Vice President, 3Vision. Setting the scene for the session: Content-to-consumer

3Vision research reveals the rapid trend towards vertical integration of studio content production and distribution, driven by the growth of direct-to-consumer services. With major studios selling 40%, 61%, 93% and even 100% of new TV series to themselves in Europe, this phenomenon could fundamentally transform the content distribution business – so where are we now, and what happens next? This presentation sheds light on how ‘sell-to-self’ is unfolding across different markets, comparing the pace at which each studio has ramped up the vertical integration of its pipelines. Davison gives his opinion on whether it is sustainable for studios to give up other licensing opportunities for exclusivity on their own streaming services, and if innovative windowing improves the business case. You will hear how far sell-to-self is likely to grow as a proportion of all content deals.

The implications of subscription super-fans and a free-to-view ‘hardcore’ for Pay TV curation. Maria Rua Aguete, Senior Research Director, TV, Video and Advertising, Omdia. Setting the scene for the session: Pay TV: Beyond exclusivity

Omdia’s Multisubscription TV and Video research shows that the growth in online video subscriptions is driven by homes that are adding services to existing Pay TV and/or SVOD accounts. It also reveals a hardcore of free-only homes that is actually growing slowly and will be nearly 40% of the potential TV/video viewing population by 2025, helped by the strength of AVOD and FAST. We hear the latest data on how households globally take their television, then explore the implications for Pay TV aggregation. How do Pay TV operators make themselves central to the multi-SVOD stacking phenomenon, and should they do more to embrace free streamers behind their pay walls?

How sports leagues can leverage streaming to engage audiences more effectively. Minal Modha, Principal Analyst, Consumer Research Lead, Ampere Analysis. Setting the scene for the session: Sports TV: the second half

Ampere Analysis closely follows the migration of sports onto streaming platforms and the changing expectations of sports fans. This presentation sheds light on why streaming services are increasingly attractive to sports leagues as potential rights buyers. Minal Modha offers advice to sport federations and rights holders on how they can leverage digital platforms to grow audiences while super-serving existing fans. We will hear how streaming facilitates novel forms of non-live content – such as clippings – and the chance to connect with sports fans through a “player-first” approach.

How D2C streamers can avoid churn and grow subscribers. Tim Mulligan, Executive Vice President and Research Director, MIDiA Research. Setting the scene for the session: Winning and keeping subscribers.

What D2C streaming services must do to avoid churn and grow subscribers against a backdrop of increased competition and an ‘attention recession’. The different approaches to content differentiation are outlined, whether focusing on zeitgeisty Originals or deep libraries. You will hear why MIDiA believes the long-term strength of direct-to-consumer relies on becoming a replacement for traditional Pay TV which, in turn, requires multi-genre diversity to attract broad audiences including the Silver Streamers – with sports and news leading the list of content that can drive regular usage.

Delivering digital growth: European broadcaster strategies. Richard Broughton, Director, Ampere Analysis. Setting the scene for the session: The future of free-to-view

Assessing how broadcasters can maximise linear (broadcast) audiences and grow their ‘share of time’ in the streaming space, with a special focus on the evolution of BVOD. This presentation assesses the strategies seen across multiple European markets, highlighting the common themes and local innovations. Among other things you will hear about commissioning, windowing and licensing strategies, and the development of solo and collaborative SVOD services. We ask: is there a repeatable winning formula for engaging the 18-34 demographic, and what is it?

Technology decisions and the battle for consumer experience. Tom Morrod, Research Director, Caretta Research. Setting the scene for the session: Next-Generation Entertainment Platforms.

The battle for consumer experience is fought on two fronts – content and technology. How platforms approach technology strategy has a huge bearing on the devices they can reach, what content is available, how content can be discovered, how experiences are personalised and how attention is monetised. Platforms must make critical decisions as to how much they invest in in-house development to have that ‘secret sauce’ or work through technology vendors and partners to scale their offering in an ever more complicated and technologically advanced world. This presentation explores the options and reviews how tech choices are influencing short and long-term implementation strategies.

Connected TV World Summit is produced by Mediatel Events, which owns Videonet.

For more information about this event, including remaining speaking opportunities, please email: team@mediatelevents.com

The umbrella theme for this year’s Connected TV World Summit is The Great Recalibration, with the event organisers saying: “TV is changing at breakneck speed and much of what we took for granted is being challenged or reimagined. Studio groups are now their own distributors. Broadcasters are becoming digital-first. Sports leagues are going direct-to-consumer. Streamers are winning domestic sports rights. Pay TV has lost its exclusivity on premium networks. Movies are premiered in SVOD. Boxsets precede linear release. Aggregation is morphing into super-aggregation. Pay TV operators make their own Smart TVs. Television makers aggregate channels and sell advertising. ‘Library channels’ produce Originals. Advertising can be individually targeted. Streaming can look as good as broadcast…

“What we are witnessing is The Great Recalibration of television, as the forces of convergence create new media companies, business models, partnerships, audiences and user experiences – all backed by technology innovation. Connected TV World Summit 2022 will explore the new TV blueprint and what every TV stakeholder must do to grow their business and ensure their continued relevance into the 2030s. This is where we combine business-critical strategy with implementation detail, and share best practice from around the world. And this is where we look for the revenue pipelines that can sustain an expanded ecosystem.”