While linear TV is dying, other forms of TV are thriving. The good thing – and the bad thing – is that TV seems to be a) coming at you from everywhere and b) comes in many different varieties.
According to a new paper from real-time specialist Openet, this creates some serious challenges for services providers that have chosen to head down this route. The paper also details the size of the problem.
For instance, ‘YouTube alone reported a 46 percent increase in mobile video views in 2015. Plus, 35 percent of smartphone users globally now watching videos of five minutes or more at least daily, according to IAB’.
Now, the number of internet connected TVs matches and even outstrips the number of linear TVs out there. And, as we know, amongst younger viewers, this ratio becomes almost farcical. Try asking a teenager whether they watch conventional TV and watch them laugh. Soon, the traditional TV set will be a thing of the past.
It is not just a developed economy phenomenon. Ericsson has just launched a mobile ‘TV’ service for developing countries, called Nuvu. Ericsson ‘created Nuvu to help mobile operators in emerging markets to address a significant untapped market for video content. Africa has some of the highest mobile adoption rates globally and there is a high demand for quality content from consumers’.
‘For a small monthly fee, subscribers have unlimited access to an initial 3,000 local and international premium titles across a wide variety of genres including Hollywood and Nollywood movies, TV series, kids, music, gospel and education’.
A video first strategy is Mark Zuckerberg’s next crusade.
All of which is good news.
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