Traditional television delivery and the way people consume media content is being upended. Industry execs have become accustomed to highly profitable business models that are now facing an onslaught of disruptions. Consumer choices seem endless and their expectations on cost and access are changing. There are more content providers than ever before giving consumers more flexibility and choice in their viewing options. It has become a common practice for consumers to juggle multiple media subscriptions to access a variety of content options.
As discussed in KPMG’s white paper ‘Race for the platform,’ that model could change significantly in the coming years as the market is reimagined. TV and filmed entertainment is expected to evolve from a fragmented environment that can be cumbersome for consumers, to a platform model that serves as a one-stop-shop to access OTT, Network and premium content.
Learn more about how the TV and film ecosystem is evolving in KPMG’s white paper ‘Race for the platform.’
With this new platform, consumers will have one subscription, where they can select which content they want to see, when they want to see it and on what devices they want to watch it. The platform would also collect significant amounts of data to help with search, discovery, engagement—and advertising.
The big question is who will win the race to create this new platform. Right now, the contest is wide open between telecom companies, technology giants, content creators and the cable/pay-TV industry. Here’s a look at where each of them stands and what strategies they should be exploring.
The major wireless carriers —which provide wireless connections for millions of smartphones, tablets and other devices—have the customer base and potential technology to create an entertainment platform. Much will depend on the development of 5G technology, which promises to transform the wireless business with faster speeds and bigger capacity. And because it’s wireless, 5G will also eliminate the need for homes to be connected via cable, fiber optics or satellite.
One drawback is that the technology is still a few years away. Consumers will also need to buy new devices to take full advantage of 5G. Still, telecoms are well positioned to offer a new triple play—mobile, broadband and TV—that could make their platform attractive to consumers.
Large tech companies not only create devices to watch content, they provide the interface—websites, apps and software—that enables content to be consumed. They have the resources and technical knowledge to create their own platform for everything from premium film and TV to network programming.
To be fully successful, however, these tech giants will need to provide a broader range of services, including wireless connectivity and live programming such as sporting events. They’ll also need to figure out how much content they have to create themselves to make their platform attractive to consumers.
Entertainment giants like major media companies have the characters, TV programs and cable channels that consumers want. Many are already experimenting with offering content directly to consumers.
But in order to create an attractive platform, content creators will need to reassess their offerings and decide which channels and content to keep and which to cut. They’ll also need to become more like streaming content providers.
Cable/Pay TV providers
Pay-TV providers are already bringing content to more than 90 million U.S. homes. In many ways, they are the incumbent platform. They have benefited over time from owning a highly profitable position in the value chain and have numerous resources to draw upon.
Still, pay-TV providers have had to adapt to growing competition from streaming services. They’ve started offering “skinny bundle” content packages and added more on-demand offerings and partnerships with streaming services. But to win the platform race, cable will also need to develop a cellular and Wi-Fi network so consumers can watch content on any device.
Learn more about the reinvention of content delivery from KPMG’s white paper ‘Race for the platform.’
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