oline broadcasting in germany. business models and market trends, speech of goldmedia managing...
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Speech of Goldmedia Managing Director Dr. Klaus Goldhammer "Online broadcasting in Germany. Business models and market trends" at AEPO-ARTIS Seminar "Performers' rights in today's European environment: how to adapt existing rights to new uses of performances? on 18-19 November 2010 in Brussles. ny.TRANSCRIPT
Online broadcasting in GermanyB i d l d k t t dBusiness models and market trends
Dr. Klaus Goldhammer18 November 201018. November 2010
Goldmedia GmbH Strategy Consulting| |Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany
Tel. +49 30-246 266-0 | Fax +49 30-246 [email protected] | www.Goldmedia.com
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3
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G O L D M E D I A
DECLARE YOUR BIAS
Processing Processing PPower
everyevery
x218 Monthx2
StorageStoragecapacitycapacity
everyevery
x212 Monthx2
AvailableAvailablebandwidthbandwidth
everyevery
x212 Monthx2
MobileMobilebandwidthbandwidth
everyevery
x212 Monthx2
Available max. mobile bandwidthdoubling every 12 months
Development of available mobile bandwidth in Western Europe 1992-20xx
1 200 LTE Advanced
1.000
1.200
LTE 150 Mbit/s
LTE Advanced1 Gbit/s
600
800
Mb
it/s
EDGE
UMTS bis zu 2 Mbit/s
HSDPA 14.4 Mbit/s
/
400
600
enra
te in
HSCSD 14 4
GPRS 9,0-107 kbit/s
EDGE 48.8-384
kbit/s
/
sbru
ck
200Dat
e
GSM 9.6-14 4 kbit/s
HSCSD 14.4-57.6 kbit/s
ldm
edia
/ U
MIT
Inns
0
GSM HSCSD GPRS EDGE UMTS HSDPA LTE LTEa
14.4 kbit/s
Sour
ce: G
o
1992 2000 2008 2012
64 TB 2 Gbit/s „128Core“/ „
11
85 years of videoy
12
G O L D M E D I A
MARKET STRUCTURE: WEBRADIO & WEB TV
Web radio: Rapidly growing number of online radio services: 81% online only streams
2 692~3,200
ns 2,692 online radios in Germany (04/10)
SummaryWeb radios in Germany, 2006 to end of 2010
450 521
1,600 1,914 2,2002,692
mbe
r of
sta
tion 2,692 online radios in Germany (04/10)
Goldmedia anticipates about 3,200 online radios by the end of 2010Annual growth of 57% since 2006
2006 2007 2008 04/2009 End of 2009*
04/2010 End of 2010*
Num
gOnline-only stations make up 4/5 of total stations
Sources: Goldmedia Web Radio Monitor; ALM, *Est. for end of `09 & end of `10
2,192
Number of German web radios by service type (04/2010)
= 81%
338151
11= 13%= 6%
= 0,41%
Online-Only Simulcast Online-Subbrands FM User Generated ContentSimulcast streams
14
Source: Goldmedia Web Radio Monitor 2010Online only streams Online subbrands FM User generated content
Web TV channels in Germany: 47 % of providerswith conventional media background
Provider-counting in Germany for the 1th time
SummaryWeb TV in Germany as of 09/2010
1,275 online TV channels (09/10)Nearly half of the TV services are subbrandsof conventional media
1,275 Online TV channels
Gesamt
Number of German web TV channels by service type (09/2010)
Classical Web TV channels (online-only) makeup 1/3 of total stations
Source: Goldmedia Web-TV-Monitor 2010
Number of German web TV channels by service type (09/2010)
43540%
47%330
20320%
30% = 34%
= 26%
47%
90 64 51 47 32 = 3%
16 = 1%
7 = 1%
0%
10%
Online Subbrands Subbrand Corporate Subbrand Non Media Video Video Multimedia
= 4%= 5%=
7%
= 16%
= 4%
15
Source: Goldmedia Web-TV-Monitor 2010
Online-Only
Subbrandsprint
SubbrandTV
CorporateTV
Subbrandradio
Non-commercial
Mediacenters
Video-Sharing
Video-shopping
Multimediaportals
Web TV: The universe of providers in Germany: nine categories of Web TV channels*
Web TV channels(online only)
1Provider withoutlabeling9 Undocumented
Online subbrands of print and radio
media
(o e o y)
2Online TV aggregators
Sharehoster & copyright pirates
labeling
Corporate video/ id h i
Online subbrands of TV channels 3
4
pornography
Non-commercial web TV channel
videoshopping 4
5Non German
N bliMedia and video
centers 6
7
Non-publicVideo-Sharing
Video sharing
Interactive multimedia portals
7
8p
* According to the Goldmedia definition Source: Goldmedia Web-TV-Monitor 2010
1,275 Web TV channels in Germany, with at least 47% belonging to conventional media
0% 10% 20% 30% 40%
Share of online TV channels (base = 1,275 web TV channels)
Online subbrands of print and radio
34%
31%
Web TV channels(online only)
Online subbrands of TV channels
media
16%
Non-commercial
Corporate video/ videoshopping
8%
4% Non commercial web TV channels
Media and video centers
4%
4%
Video sharing
I t ti
3%
Interactive multimedia portals
Source: Goldmedia Web-TV-Monitor 2010, n=1,275
1%
G O L D M E D I A
USE AND SCOPE OF ONLINEUSE AND SCOPE OF ONLINE BROADCASTING IN GERMANYBROADCASTING IN GERMANY
Usage during the day – like conventional TV and in contrast to FM radio: peak in the evening
45%
Use of online TV and online radio during the day (09/2010)
Peaks at nightAttention
35%
40%
gAttention: Combination of different units –
Viewer/user levels of conventional TV and for Internet usage are higher than those for online TV and online radio at all times of the day.
25%
30%
30%
25%
Example: 25% of all daily online TV station hits take place between 6:00 p.m. and 9:00 p.m.
20%
25%
15%
18%
14%
17%
25%
10%
15%
Web-TV (Anteil an tgl. Gesamtabrufen)
9%
14%
4% 10%
12%
16%
Online TV (share of daily total recall)
0%
5%
05 00 06 00 07 00 08 00 09 00 10 00 11 00 12 00 13 00 14 00 15 00 16 00 17 00 18 00 19 00 20 00 21 00 22 00 23 00 24 00
g
Webradio (Anteil an tgl. Gesamtabrufen)
Sehbeteiligung klassisches TV
4%
1%
6%
10% Online TV (share of daily total recall)Online radio (share of daily total recall)Audience rating of conventional TV
05.00-06.00 07.00-08.00 09.00-10.00 11.00-12.00 13.00-14.00 15.00-16.00 17.00-18.00 19.00-20.00 21.00-22.00 23.00-24.00
21
Sources: Goldmedia analysis by www.agf.de, ARD/ZDF-Onlinestudie 2010, Goldmedia Web TV Monitor, n=186 ; Goldmedia Webradiomonitor 2010, n=609
German Web TV/video usage: 151 million views per day – dominance of video sharing
Views per day (in millions)
Average number of video views per day in the German online TV market in 2010
151 million views per day
135.3(89%)
0 40 80 120 160
Video-Sharing-Plattformen
p y4.7 billion videos per month
Video sharing ( )
6.2(4%)
5 7
Mediatheken/Videocenter/Submarken TV MedienMedia and video centers;online TV subbrands
5.7(4%)
2.7(2%)
Kommunikationsportale
Submarke Print/Hörfunk
Interactive multimedia portals
Online subbrands of print and radio media (2%)
1.7(1%)
SonstigesSource: Goldmedia Web-TV-Monitor 2010
p
Other
UGC has the highest share of views, but no professional contentM di d id t h hi h lit t t ll l i ti
Conclusion
22
Media and video centers have high-quality content as well as longer service time per view – far more potential in media budget
Web TV in Germany: top 10 providers account for 93% of use – a “fat head market”
German web TV channels, sorted by number of video views, 2010
0,9
1 Discontinuous graph –section removed! Top 10
providers have up to several million video views per day
Discontinuous graph –section removed! Top 10
providers have up to several million video views per day
0 6
0,7
0,8
nof
view
s) million video views per daymillion video views per day
0,4
0,5
0,6
ws
(in m
illio
0,2
0,3
Dai
ly v
iew
Micro-providers: less than 100 views per day
Micro-providers: less than 100 views per day
0
0,1
1 101 201 301 401 501 601 701 801 901 1001 1101 1201
German web TV channels, sorted by number of video views, 2010
23
Source: Goldmedia Web-TV-Monitor 2010
G O L D M E D I A
ACCESS FIGURES & PROFITABILITY
Majority of Web TV providers satisfied with access figures – but not with profitability
Web TV Monitor 2010: Access figures/viewers and profitability of online TV
“How satisfied are you with your TV’s access fi i l ”
“How satisfied are you with your TV’s fi bili i l “
11,4%sehr zufrieden 17 4%
6,4%
figures in general?”
53% 24%
profitability in general?“
Very satisfied
41,2%
sehr zufrieden
eher zufrieden
neutral32,1%
17,4%53% 24%Very satisfied
Rather satisfied
Neutral
15,8%
29,8%eher unzufrieden
sehr unzufrieden
14,7%
29,4%Rather unsatisfied
Very unsatisfied
1
14,7%
1Source: Goldmedia Web TV Monitor 2010, n=186
C l i
Satisfied with access figures/viewers Satisfied with profitability
Conclusion
Good access figures/viewers, bad viability: only 17.5 percent of providers are unsatisfied with their web video access figures, but 44 percent are unsatisfied with viability -- business models have to yet to become established: i e acceptable usage data for selling ads not yet established
25
have to yet to become established: i.e. acceptable usage data for selling ads not yet established
Success of ads and paid services mainly depends on availability of premium content
Web radio: compared to 2009, providers more satisfied with access figures & profitability
Webradiomonitor 2010: Access figures and profitability of online radio
“How satisfied are you with your radio’s fi i l ”
“How satisfied are you with your radio’s fi bili i l “
17%
10%21%
sehr zufrieden
access figures in general?”
56% 27%
profitability in general?“
Very satisfied
42%
17%
35%
sehr zufrieden
eher zufrieden
neutral
56% 27%Very satisfied
Rather satisfied
Neutral
9%
22%
12%
31%
eher unzufrieden
sehr unzufrieden
Rather unsatisfied
Very unsatisfied
9%
1
1,8%
1Source: Goldmedia Webradiomonitor 2010, n=609
C l i
Satisfied with access figures/viewers Satisfied with profitability
Conclusion
In comparison to 2009, satisfaction with accessfigures has slightly increased, especially the FM stations’ satisfaction indicates that online radio usage is perceived as an important addition
fi bili d 2009 l i i i f i b b d 2009 l 9
26
Profitability: compared to 2009, a clear increase in satisfaction can be observed. In 2009, only 19 percent of the respondents were satisfied with profitability, compared to 27 percent in 2010
G O L D M E D I A
ECONOMIC CONDITIONSECONOMIC CONDITIONS –ADVERTISEMENT AND MARKETINGADVERTISEMENT AND MARKETING
Web radio: Display ads still most important ad form, importance of online-spots increases
Types of ads offered by online radio providers polled in % Conclusion
Altogether, 45% of h id fi
74%
37%
Displaywerbung
Online-Spotwerbung
the providers finance their service at least partly with ads
Display advertisement
Spot advertisement
35%
33%
Sponsoring
Suchwortvermarktung
Display advertise-ment is still the most important ad form for online radios
Sponsoring
Keyword marketing 33%
32%
Suchwortvermarktung
Affiliate Marketing
for online radios (74% of providers)
Online spot ads become even more
Keyword marketing
Affiliate marketing
22%
18%
Pre-Roll-Spot
In-Text-Werbung
become even more established with online-only providers and become more
Pre-roll spot
In-text advertisement
14%
13%
Andere Werbeform
Online-Video-Werbung
important than spon-soring (2nd most important ad form in 2010)
Other advertisement
Online video-ad g
28
Source: Goldmedia Web Radio Monitor 2010, n=609
2010)
96 percent of all Web TV services are free!Advertising most important business model
Share
Web TV’s business models 2010 in Germany
Base: 1,275 Web TV Channels 2010
53% 9% 38%
0% 20% 40% 60% 80% 100%
Mediatheken/ Videocenter
Partially fee based1%
Fee based3%
Media and video centers
95%
97%
100%
2%
1%
4%
1%
Web-TV-Angebot (Online-Only)
Submarke klassischer TV-Medien
Kommunikations-Portale
Web TV channels (online only)
Online subbrands of TV channels
Interactive multimedia portals
100%
100%
100%
Videoshopping
Video-Sharing-Plattform
Nichtkommerzieller Web-TV-Sender
Videoshopping
Video sharing
Non-commercial web TV channels
100%
100%
100%
Submarke klassischer Radio-Medien
Corporate TV
Submarke klassischer Print-Medien
Free96%
Online subbrands of radio stations
Corporate TV
Online subbrands of print media
M t li TV h l d t d bli th f iKey facts
Source: Goldmedia Web TV Monitor 2010, N=1,275
30
Most online TV channels were ad-supported, public, or other free servicesHere is some paid content, especially among the few video centers
G O L D M E D I A
SUMMARY AND OUTLOOK
Web radiosWeb radios
Web TVWeb TVchannels
38
Web TV
40 million €net advertising40 million €
net advertisingrevenues
with online video adin Germany 2009with online video ad
41
Web radio
8 8 million €net advertising8.8 million €
net advertisingrevenues
in Germany 2009
42
346 illi €Web TV
346million€in 2015
Web radio29million€Web radio
29million€in 2014
net advertising revenues in Germany
43
revenues in Germany(Goldmedia Forecasts)
G O L D M E D I A
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© Goldmedia GmbH Strategy Consulting© Goldmedia GmbH Strategy Consulting
Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +49 30-246 266-0 | [email protected] | www.Goldmedia.com