INSIGHTS
Throughout 2017, leading international research and strategy consultancy MTM carried out an extensive research programme, sponsored by Yospace, that looked at the future of live and linear video in Europe and the United States. The findings are published in two reports, which you can download below.
The research found that TV executives are bullish about the prospects for live and linear channels, despite intensifying competition for audiences and ad spend. Live and linear TV is unique in offering mass concurrent audiences and as the online market fragments, the value of that reach is growing – delivering “immense value” (according to US executives).
However, central to enhancing this value, according to the study, is the need to invest in advanced TV advertising (ATVA) technology. The wider development of ATVA capabilities on TV platforms will require broadcasters and MVPDs to strike partnerships and commercial agreements, as required, to bring data and inventory together – partnerships that have proven challenging to establish.
The research was informed by seminars in New York and Europe attended by leading US and European TV executives, and was supplemented by a series of one-to-one interviews discussing the current state of the live and linear TV market, its future in the digital landscape and the steps required for broadcasters to protect and enhance market share.
Yospace has sponsored a research programme by leading international research consultancy MTM that looks at the growth of live IP-delivered television in Europe, and the advanced advertising opportunities that are being created as a result.
The research found that many European TV executives believe we’re in a “Golden age of TV”, in which there is a strong supply of high-quality TV content and robust consumer demand, and that live and linear TV still provide unique value in the advertising market – concurrent mass reach without duplication of audiences. Sports is an important driver of audiences for live viewing online.
The findings also look at the increasing competition from major internet companies for sports rights, and the lessons being learned from leading broadcasters in how to respond.
Yospace has sponsored a research programme by leading international research consultancy MTM that looks at the future of live and linear IP-delivered television in the US, and the advanced advertising opportunities that are being created as a result.
The research found that US TV executives are bullish about the prospects for live and linear channels, despite competition for audiences and ad spend intensifying, due to the fact that live and linear TV is unique in offering mass concurrent audiences. As the online market fragments the value of that reach is growing, delivering “immense value” according to one source.
But with major internet companies aggressively targeting TV ad budgets, investing in premium content and rights and moving onto TV screens, it's clear that the US TV industry needs to maximize the data-driven opportunities created by advanced TV advertising (ATVA) technologies and form partnerships that have previously proven challenging.
