With an increasing number of consumers owning and using connected devices
in front of the TV, pay-TV operators must seek to harness second-screen
companion experiences to protect their core business, enhance their service
offering and explore new revenue-generating opportunities.
Informa Telecoms & Media - s new research on second-screen strategies
identifies the opportunities available to pay-TV operators, broadcasters,
advertisers and other key players in the television value chain, analyzing
early-mover approaches and considering likely future developments to provide a
foundation for decision making.
In its new analysis of pay-TV operators - second-screen strategies,
Informa examines the ways in which service providers, broadcasters and brands
can extend their presence from the main TV screen to the companion devices
that an increasing proportion of people are using to complement their TV
Smartphones and tablets are tools that must be harnessed by players across the
TV value chain to engage TV viewers in an experience that incorporates,
rather than competes with, the activities now possible via companion devices.
Consumers - desire to respond to a program in real time, search for
information related to shows they are watching and even participate in a live
event can all be served for mutual benefit.
Several major operators have already made significant second-screen plays and,
with a myriad of app developers and social-TV startups jostling for business
around this emerging trend, now is the time for companies to seek the
appropriate partnerships and develop services that will strengthen or advance
their market position.
The need to act is particularly pressing for pay-TV operators. New contenders
in TV - such as device manufacturers, OTT-video providers, social
networking sites and network operators - are increasingly seeking to muscle
in on traditional premium-content distributors - market share by owning the
connected-device screen themselves.
This report analyzes the second-screen landscape in several key markets and
assesses the market from a wider perspective, identifying the strengths and
weaknesses of strategies adopted to date and advising on the action companies
should take to ensure they benefit from this new business opportunity.
- Western Europe, including the UK and France
- North America, including the US
Case studies include:
How will this research help you:
- Identifies the opportunities that the second-screen presents to pay-TV
operators, from addressing customer retention to creating new revenue streams.
- Highlights the role other players in the value chain, such as content
providers and advertisers, must play to capitalize on this emerging trend.
- Details the business structures and areas of investment that are necessary
for developing a second-screen strategy.
- Provides detailed analysis of several key players - second-screen
strategies, assessing their strengths and weaknesses and what can be learned
- Explores changing viewer behavior and the impact this will have on the
competitive TV landscape.
Ted Hall, Senior Analyst
Table of Contents
Second-screen strategies for pay-TV operators: Companion devices hold the key to service enhancements and new revenues
- Fig. 1: UK, individuals that have used a computer or mobile device in front of the TV, Jun-11
- Fig. 2: US, frequency of tablet and smartphone use while watching TV, 2Q11
- Fig. 3: US, selected usage habits of tablet and smartphone users when in front of the TV, 2Q11
- Fig. 4: Global, portable connected-device ownership in selected markets, Oct-11
- Fig. 5: Global, selected key pay-TV operator second-screen players by market, Apr-12
- Fig. 5: Global, selected key pay-TV operator second-screen players by market, Apr-12 (continued)
- Fig. 6: Second-screen features and capabilities consumers expect tablets and smartphones to support
- Fig. 7: US, impact of social engagement on TV consumption
- Fig. 8: US, relationship between online buzz and TV ratings
- Fig. 9: Global, programming identified as having the greatest potential for second-screen engagement, Mar-12
- Fig. 10: Global, screen identified as the most important for social networking around TV programming, Mar-12
- Fig. 11: Global, second-screen business model evaluation
- Fig. 12: Global, Shazam second-screen engagement rate, Mar-12
- Fig. 13: Selected markets, percentage of tablet owners that have paid to consume video content on device, 4Q11
Second-screen strategies for pay-TV operators: AT&T
- Fig. 1: US, main U-verse TV companion apps, Mar-12
- Fig. 2: AT&T U-verse Enabled SDK, Mar-12
- Fig. 3: US, usage habits of tablet and smartphone users when in front of the TV, 2Q11
- Fig. 4: US, portable connected-device ownership, Oct-11
- Fig. 5: US, Buddy TV and Wayin app user interfaces, Mar-12
- Fig. 6: US, pay-TV annual net subscriber additions for largest operators, 2009-2011
- Fig. 7: US, pay-TV subscriber growth/declines for eight largest operators, 4Q08-4Q11
- Fig. 8: US, AT&T second-screen SWOT analysis, Mar-12
Second-screen strategies for pay-TV operators: BSkyB
- Fig. 1: UK, Zeebox Got to Dance “showtime” screenshot, Feb-12
- Fig. 2: UK, portable-connected-device ownership, Oct-11
- Fig. 3: UK, primary uses of tablets, Jan-12
- Fig. 4: UK, BSkyB-app availability by mobile operating system, Feb-12
- Fig. 5: UK, Sky mobile-application and multiscreen-usage fact sheet
- Fig. 6: UK, BSkyB second-screen SWOT analysis, Feb-12
Second-screen strategies for pay-TV operators: Orange
- Fig. 1: France, Orange second-screen tools, Mar-12
- Fig. 2: France, RendezVousTV and TVcheck app user interfaces, Mar-12
- Fig. 3: France, portable connected-device ownership, Oct-11
- Fig. 4: France, Orange TV customer growth, 4Q08-4Q11
- Fig. 5: France, Orange annual net TV additions, 2009-2011
- Fig. 6: France, Orange second-screen SWOT analysis, Mar-12