wk 11 Lectorial

Television, streaming, and audience fragmentation /Ramon Lobato

TV in Australia by the numbers

TV is no longer broadcast medium exclusively

Hours of broadcast TV viewing pre day 2.7

Hours of online video viewing per day 0.5

Devices per household 6.4

Households subscribing Netflix (%) 25%

TV in Australia

Go back 40years (4) networks only contact for watching TV 1997 broadcast 5 paytV (20) broadcast (3) pay tv (150)

The online Tv ecology

Catchup – TVnetworks of Australia to extend their advertising and offering to try to hook people back into the idea of linear tv. Residual media system(view,

Subscription video on demand SVOD Netflix, Stan, Hayu, fetch tv, IPTV, fetch tv

Transactional Video on demand TVOD rent or buy individual content Itunes

Advertiser Video on demand AVOD Youtube

Informal: popcorn time, Utorrent

Strong connection between history of tv, the nation and the state Is there still a thing called mass audience

Personalisation

Case study – Netflix

-World’s largest SVOD service

-125,000,000 hours of viewing per day

-Operates in 190+ countries

-100million subscribers globally

-US$41bil market cap; US$6.7bil revenue in 2015

-Headquarters in Los Gatos, California

 

Broadcast tv:

Over the airwaves, schedule provides opportunities to target consumers capacity constraints 84hours of prime time, flow, Advertising model ad revenues shares the kind of programs they make, mass markets, reliant on hits, sports, news, events, distraction more and more about news sports reality

Netflix:

Over the top/ internet-distributed, curated library, On-demand, no capacity constraints, subscription model, Niche markets/personilisation, less reliant on hits, adult drama, comedy, movies, immersion binge viewing large amounts of quality drama

structural and industrial factors

Goes into specific genres such as sci-fi specialising in niche genres opening up possibilities of intercultural more global consumption

Global Netflix Tracking the global roll-out of an internet TV platform

 

 


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