On September 12, 2015, at this year's IBC, I have the pleasure of moderating a panel called "Future Consumer, Content Everywhere and Always On!" which investigates the implications of video being everywhere for consumers and the media industry. Executives, experts and researchers from Google, BBC, Eutelsat and other companies will discuss what happens when video is "Always On!"

With mobile as driver, video views are going through the roof

More than ever, video content now is available everywhere, all the time. YouTube and Facebook are generating billions of video views each day, more and more of these are featured on mobile devices. Newcomer Snapchat just announced three billion daily video views on its platform. Live streaming apps Meerkat and Periscope are making real time user broadcasting accessible for everyone. Established media companies are testing out new approaches by joining forces with newcomers, for example, HBO is partnering with Vice and NBC Universal is seeking to invest in Buzzfeed. Licencse owners are going direct via OTT or cable, for example, Sony Pictures Television Network (SPT) recently announced buying a Dutch cable provider.

"Hyper-Viewing" strategies by consumers

How do audiences consume this mountain of video content? GfK research for the The Council of Research Excellence has shown that audiences seem to be developing so-called "Hyper-Viewing" strategies, replacing single-source and single-device viewing with multi-source and multi-device. Our GfK Multimedia Mentor study in the US shows that decline in TV viewing has been offset by increased consumption of online video, which has almost tripled over the last five years. While GfK's Dutch Trends in Digital Media & Entertainment study shows 39% of those aged 13+ watch video content on their tablet and 33% via smartphone. Nearly half of the population (49%) use VoD on mobile devices.

Important questions remain

While media groups are scrambling to be an important part of the "Always On!" world, important questions remain unanswered:

  • What content will consumers access on mobile screens and - just as important - how will they find content?
  • Who will make money in an "Always On!" world?
  • Will distribution power, entertainment brands or personalized data win? Networks, cable and satellite providers are seeking to provide content seamlessly on all screens, seeking to remain the consumer's reliable content source. License owners and studios are cautiously going direct, increasingly encouraging audiences to cut cords. But do consumers feel greater allegiance to the big entertainment brands than to the distributors? Or will content be unbundled completely and offered via personalization and recommendations by social media's powerful and global digital platforms?
  • Will social media turn out to be the content owners' unexpected salvation or their biggest nightmare?

IBC Panel discussion on September 12

At the 2015 IBC, we are looking forward to an exciting panel discussion:

  • We will hear about how video and television is becoming embedded into Google's Android platform from Sascha Prueter, Head of Android TV Program Management.
  • Nick North, Director of Audiences for the BBC, will describe the leading global media brand's strategy, which includes the unbundling of BBC content into content packages that can be served everywhere.
  • Claudia Vaccarone, Head of Market Research and Customer Experience, will provide us with the point of view of Europe's leading satellite providers, Eutelsat. For 30 years, Eutelsat has provided millions of viewers reliably delivered news and entertainment content in 150 countries.
  • Mirjam Laux, an executive who has worked with several leading video on demand (VOD) players, will discuss how "Always On!" will not work without granular data and savvy personalization. But will the VOD players be able to beat social media platforms at their own game?
  • The Co-Founder and CEO of Vidispine, Erik Ahlin, will share with us why more and more of his clients, such as the Guardian, ITV and WPP, are seeking ways to hyper-distribute content for "Hyper-Viewing."

Jointly, we will take a look at the current "Always On!" trend, and ask ourselves if this is an evolutionary trend to which the industry can react and shape. Or will the outcome be far more radical?

About the IBC Amsterdam

55,000 people attend the IBC broadcast industry conference every year. It is the largest broadcast industry event in Europe. The conference series includes panels about different industry topics.

For more information please contact Niko Waesche at niko.waesche@gfk.com.