This study then asked respondents to think out to 2022. Looking at a set of core strategic issues, 74 percent believe that in 10 years, cloud-based regional content exchanges will have revolutionized the premium video supply chain. More than 81 percent of respondents believe that all premium video services, both live and non-live, will be delivered via the web. Even so, these professionals believe that the schedule, in some form, will continue to exist and that linear curation will still be the backbone of the industry. However, tomorrow’s consumer viewing schedule will be customized, with 78 percent of respondents seeing broadcast services being fundamentally personalized by 2022.
So what is the underlying message? It is this: Multi-platform distribution, companion device use and adjacent technologies such as social media will force this industry to embrace a personalized content service model. This means broadcasters need to be prepared to deliver content on both traditional and non-traditional platforms and be prepared to quickly implement these changes.
If 2017 audiences will be watching 44 minutes per day of premium entertainment video via the web, then broadcasters need move quickly to build the system architecture and organizational model to position themselves to take advantage of these changes.
For a detailed report on the survey findings, go to: http://apps.avid.com/ovumreport/.
—Adrian Drury is Lead Analyst, Media & Broadcast Technology & Services, Ovum Research.