Cable Forum - View Single Post - VOD Linear is old tech

OLD BOY · 11-07-2018, 10:54

Any doubts that linear TV through conventional channels will decline over time should be lessened by this report. Having heard about substantial declines in the US, this report confirms that there is a definite trend in Europe, too.

The UK is holding up better, largely I think owing to the presence of the BBC, but the writing is on the wall.

My worry is that advertising will find a way of invading our viewing as traditional channels decline and streaming services advance. For this reason, I hope that most digital services that come to impose non-skippable advertisements will also have a subscription option without commercials. If there is no way to avoid commercials, the TV viewing experience would become unbearable for many.

https://advanced-television.com/2018...ing-linear-tv/

Extract

The bank adds that this shift to on-demand viewing means a consequential share loss for Euro broadcasters. “Compare a 5-30 channel home in a traditional DTT (Freeview/TNT) world with the almost unlimited content available on a mobile device, tablet or a broadband-connected “smart TV”, from YouTube, Amazon Video, Google Play, Vice News, Eurosport Player and national platforms like Daily Motion, Magine, Cofunk, Magine TV. Not all of these carry advertising, but many do. In this world, traditional broadcasters are clearly failing to replicate their share of TV advertising spend. We have shown this in prior TV Ad Monitors for all Euro TV groups, but we now have estimates based on our industry contacts for the latest UK online video ad share.”

11-07-2018, 10:54	#284
OLD BOY Rise above the players Join Date: Mar 2008 Location: Wokingham Services: 2 V6 with 360 software, ITVX, 4+, Prime, Netflix, Apple+, Disney+, Paramount+, Discovery+ Posts: 15,078	Re: Linear is old tech - on demand is the future Any doubts that linear TV through conventional channels will decline over time should be lessened by this report. Having heard about substantial declines in the US, this report confirms that there is a definite trend in Europe, too. The UK is holding up better, largely I think owing to the presence of the BBC, but the writing is on the wall. My worry is that advertising will find a way of invading our viewing as traditional channels decline and streaming services advance. For this reason, I hope that most digital services that come to impose non-skippable advertisements will also have a subscription option without commercials. If there is no way to avoid commercials, the TV viewing experience would become unbearable for many. https://advanced-television.com/2018...ing-linear-tv/ Extract The bank adds that this shift to on-demand viewing means a consequential share loss for Euro broadcasters. “Compare a 5-30 channel home in a traditional DTT (Freeview/TNT) world with the almost unlimited content available on a mobile device, tablet or a broadband-connected “smart TV”, from YouTube, Amazon Video, Google Play, Vice News, Eurosport Player and national platforms like Daily Motion, Magine, Cofunk, Magine TV. Not all of these carry advertising, but many do. In this world, traditional broadcasters are clearly failing to replicate their share of TV advertising spend. We have shown this in prior TV Ad Monitors for all Euro TV groups, but we now have estimates based on our industry contacts for the latest UK online video ad share.”