- U.S. executives remain optimistic, but the industry needs to adapt – restructuring and re-thinking pay-TV packaging, and incorporating OTT into the mix
- Content provider distribution strategies are becoming more diverse, as direct-to-consumer services continue to create new opportunities – and challenges
- Many executives believe the industry is approaching peak investment in content – consolidation, competition and commercial pressures will impact future spending
Cheseaux, Switzerland and Phoenix, Arizona – August 6, 2019 – NAGRA, a Kudelski Group (SIX:KUD.S) company and the world’s leading independent provider of content protection and multiscreen television solutions, in partnership with MTM, a leading international research and strategy consultancy, today released the key findings of the U.S. edition of the 2019 Pay-TV Innovation Forum. The U.S. report includes insights collected during a special seminar held in New York earlier this summer with senior executives representing leading pay-TV providers, broadcasters, OTT services and rights holders. They unveiled the challenges, opportunities and priorities that are driving the future of the U.S. pay-TV market.
This year’s U.S. findings report explores a wide range of themes and issues, from the future of the U.S. pay-TV market to the opportunities in next-generation aggregation, and highlights five key findings:
1. The industry is cautiously optimistic about the ability of pay-TV providers to adapt
Although many U.S. pay-TV executives are broadly optimistic about the future commercial prospects for the industry, others are more cautious, anticipating growing pricing pressures, declining margins for traditional pay-TV offerings, a more fragmented distribution environment and growing competition. As the proliferation of new direct-to-consumer (DTC) offerings and next-generation streaming platforms, as well as pirate OTT streaming services, puts further pressure on traditional packages and approaches, the main priority for pay-TV providers will be to re-address their role as aggregators and re-invent packages to better reach younger customers.
2. OTT services are a challenge, but there are uncertainties about their impact
Many executives see OTT offerings as simply another category of content offering to be aggregated and offered to subscribers on pay-TV platforms. Others argue that Disney+, in a competitively-priced discounted bundle with Hulu and ESPN+, could represent an “existential threat” to traditional pay-TV packages. However, many industry participants remain uncertain about whether or not all of the new offerings will succeed as standalone propositions as the cost of subscribing to multiple DTC OTT services could make some pay-TV packages look like an increasingly good value.
3. Pay-TV package restructuring is driving content providers to adapt distribution strategies
Industry participants widely expect traditional pay-TV packages to be radically re-structured – with fewer linear channels and a more diverse range of prices and packages. This includes bring-your-own-device offerings targeted at smart TV owners and sell-through models similar to Amazon’s Prime Video Channels.
4. The industry is approaching peak investment in content
Looking forward, many executives believe that the industry is approaching the point of peak investment in content, with growing concerns that too many shows are being produced. For content providers, the main priority for the next few years will be to manage the transition to a more diverse distribution environment – launching new DTC offerings and developing new revenue streams, while protecting existing revenues from affiliates, advertising and program sales.
5. Connected platforms are creating opportunities for new entrants and aggregators
The range of distribution opportunities opening up to content providers and OTT services is growing rapidly, making it easier for new entrants to grow their footprints and attract new subscribers. However, some believe that the growth of the major streaming platforms will slow in the coming years, as pay-TV providers re-invent their offerings and other streaming platforms launch, fragmenting the market. Others argue that the steady growth in adoption of connected platforms, smart TVs and Roku devices could usher in a new wave of gatekeepers and aggregators. At the same time, the growing connectivity might be a double-edged sword when it comes to content piracy as it appears be shifting the focus of pirates towards OTT video services.
“The 2019 U.S. edition of the Pay-TV Innovation Forum showcases the massive opportunity available for industry players who can understand current market dynamics and implement the right strategies to remain competitive in today’s and tomorrow’s U.S. media and entertainment space,” said Simon Trudelle, Senior Director, Product Marketing at NAGRA. “At NAGRA, we are on the forefront of this unprecedented industry change, helping executives embrace and adapt to the evolving business landscape so that they can implement smart strategies that will set them up for long-term success.”
“The U.S. pay-TV market continues to face a period of change,” said Jon Watts, Managing Partner at MTM. “We’re seeing a more complex, competitive market emerge rapidly, with a far more diverse range of pay-TV offerings and strategies on display. The U.S. executives participating in this year’s Forum remain broadly optimistic about the prospects for the pay-TV industry in the 2020s, but they are also clear that business-as-usual is no longer sufficient. Most major U.S. companies are well advanced in developing their strategies, placing big bets on the future and rolling out new offerings - but there are lots of uncertainties ahead. The decade ahead promises to be a fascinating period for the industry.”
The 2019 U.S. findings report is part of the Pay-TV Innovation Forum, a global research program for senior executives designed to explore the most significant challenges and opportunities facing the pay-TV and content industries at a time of unprecedented change. Hosted by NAGRA and chaired by MTM, U.S. seminar participants included senior executives from A&E Networks, Altice USA, AMC Networks, AT&T, Charter, DISH Network, Disney, fuboTV, HBO, Showtime, Verizon, Viacom and other leading industry participants.
The U.S. findings report is available for download here. For more information on the program, visit the Pay-TV Innovation Forum web page.
About the Pay-TV Innovation Forum
Developed and launched by NAGRA and MTM in 2016, the Pay-TV Innovation Forum is a global research program for senior executives designed to explore the biggest challenges facing pay-TV operators and content owners at a time of unprecedented change. The 2019 edition features in-depth interviews and a global survey of leading industry executives, regional findings and a special report on the growth of premium sports OTT services around the world. The flagship final report, which summarizes key findings from the program, will be published in September 2019.
NAGRA, a digital TV division of the Kudelski Group (SIX:KUD.S), provides security and multiscreen user experience solutions for the monetization of digital media. The company offers content providers and DTV service providers worldwide secure, open and integrated platforms and applications over broadcast, broadband and mobile platforms, enabling compelling and personalized viewing experiences. Please visit dtv.nagra.com for more information and follow us on Twitter at @nagrakudelski.
MTM is a leading international research and strategy consultancy, focused on the media, technology, communications and advertising industries. MTM helps companies understand and respond to digitally-driven change, providing award-winning consumer research and industry analysis, strategic advice and support for organizational change. For more information, please visit www.mtmlondon.com or email firstname.lastname@example.org.