At TV of Tomorrow, a conference for the multiplatform TV community, panelists discussed and debated many of the trends impacting the TV industry. The open exchange among leaders in the community provided actionable ideas for addressing the cord-cutting market, increasing TVE penetration, tackling the November elections, and making more compelling content recommendations for viewers.
Check out these five takeaways:
- TV Everywhere will grow when MVPDs reduce the sign-in friction. Research shows that many pay-TV subscribers abandon TV Everywhere apps and sites when they hit a sign in wall. To prevent this drop-off, MVPDs can use Home Based Authentication to provide instant access to shows, movies, and sports, inside subscribers’ homes, without having to ask for a username and password. One MVPD has seen their TV Everywhere users double in the past six months with Home Based Authentication.
- Virtual MVPDs have an opportunity to differentiate their services from subscription video on demand (SVOD) services like Netflix by distributing live TV over the Internet in a compelling way. The opportunity is particularly compelling in the news and sports categories, where viewers place a premium on live content. As a result, expect more strategic partnerships to form between virtual MVPDs and programmers of live news and sports.
- Political advertisers in the upcoming elections will put a premium on data-driven media. For instance, these advertisers are looking for ways to identify and target “cross-over” audience segments, which could shift their support from one candidate to another, and “undecided” segments that have not yet chosen a candidate to support. TV sellers are now in direct competition with digital platforms like Facebook and Google for these political advertising dollars.
- The multiplatform TV community agrees that personalized content recommendations are good for viewers and can increase their time spent with TV Everywhere. However, not all players in the community have a deep enough data set to make good recommendations. For example, TV networks often don’t have the depth of content they need to make recommendations within a genre. To solve this problem, companies within the multiplatform TV community can work together to share data so that all players have enough information upon which to make good recommendations. This data can then be used for both ads and content to drive ROI.
- Within ten years, iOT sensors and services will be fully integrated within the household firewall, including those that can distinguish which family members are sitting in front of a screen, ready to begin a viewing session. We may be headed for a future where your TV turns on and recommends content to you at just the right moment in your day. Imagine sitting on the couch after dinner and having your TV turn on and say, “Would you like to watch the news again today?”