8:30 – Registration and breakfast buffet
9:00 – Introduction by Claus Bülow Christensen
We started the FutureTV conferences ten years ago and, over the years, have taken pride in trying to draw a precise picture of the future of the television industry. In recent years, there has been a great deal of change.
Streaming technology has enabled video services from the United States to touch every connected user on the planet. The combination of streaming and global SVOD has led to major changes in TV industry, both in user behaviour and business models.
In this introduction Claus Bülow Christensen takes a view at the impact of the global TV and streaming forces on our local market, and try to predict where the next phase of the transformation of the TV industry will take us.
9:30 – The view from the top
What are the major factors driving the market for video entertainment?
- The 10.000-feet look at the where the industry has come from, where it is now, and where it is headed.
9:45 – Netflix – the way ahead
We take a close look at the current state of the global Netflix Empire and its continuing growth. Can the company keep growing subscriber numbers while keep existing customers loyal? Is the original content spending of more than 8 billion dollars in 2018 enough?
10:15 – Amazon – retails economics and video distribution
- Amazon total domination strategy
Amazon is clearly warming up to a Nordic market entry, both as a giant retailer on the internet, and as a major streaming service. For Amazon, the streaming service Prime Video is a means to secure customer loyalty for buying goods, but with a spending on at least 5 billion dollars on original content in 2018, they also mean serious streaming business.
The premium content is already subtitled in the Nordic languages, and we can expect a Nordic language interface soon. So, Amazon will probably be a growing part of the Danish media offering. Amazon Prime Video is not simply an SVOD service and we will look at it in detail to understand it better. Perhaps the most important feature of the service is Amazon Channels. The session will explain what Channels is and examine how it presents both an opportunity and a threat to other video services.
The two above sections will draw on industry and survey data to assess the state of the SVOD industry. We will compare the strategies of the two key players in the world market.
10:45 – Coffee Break
11:05 – Big media brands embrace streaming
- The Mouse gets a digital roar – Disney’s transition to a direct-to-consumer model
Disney’s coming streaming service could be a game changer for the global streaming market. The combination of the huge Disney content library with that of Fox creates an opportunity for Disney few can match. What can we expect from their coming service? Will it be just another streaming service, or a something very different?
- And MGM – One of media’s oldest brands also takes a new approach
Why and what can we expect in the near future?
11:30 – Global SVOD’s impact on local media
Local TV viewing is under pressure from global SVOD streaming.
What does this mean for local media markets, and for a country’s cultural future?
11:50 – The YouTube economy
YouTube Premium has recently launched in Denmark, with commercial free videos, music and coming YouTube originals. What we might see in the future is the YouTube TV service, where broadcasters use YouTube as distribution service
We will analyze how YouTube is reshaping what it means to be entertained. We will examine YouTube’s impact from the perspective of creators, advertisers, and premium content providers.
We will examine what the value of YouTube is to premium video brands and looking at some of its serious shortcomings.
12:15 – Lunch
13:00 – Premium sports and online delivery
How important are sports in the overall media equation?
This session will look at what the major leagues are doing and how they are adjusting to the online world.
- The importance of sports in media
- What the major leagues are doing
- How premium sports are migrating online
13:30 – Online video services grow up
We will look at data that reveals how people actually are using online video services.
Now that streaming has established itself as a reliable way to deliver quality entertainment, video services are turning their attention to optimizing their service. We will examine how the services are adjusting to maximize the value of their business.
14:00 – Connected TV enters the mainstream
The television has finally entered the realm of connected screens.
This session will look at usage of connected TVs. It will also look at how each connected television (streaming media player, Smart TV, game console, disc player) is doing.
- Case study: Roku reinvents its business
- Smart TV, streaming media player, game console
- Streaming media player strategies
- Can the smart TV be the only living room device?
14:30 – Coffee Break
14:50 – The future of flow TV
- Can traditional linear television survive in the connected age?
- How is linear migrating online, and is it being changed in the process?
- What are cable tv providers and broadcasters doing to cope?
- What’s working, what’s not
- Strategic and organizational realignment
- Virtual MVPD
15:15 – Technologies continuing impact on media
We will look at how technology innovation is still impacting the experience of media. This section will look at the following technologies and assess the likely impact on video services:
- Artificial Intelligence
- In production, curation and marketing
- The human costs of AI
- A new powerful distribution platform?
- The future of contracts and economics in the entertainment industry?
- Voice Control/Voice assistants
- Alexa, Siri and Google Home invading the media space
15:45 – Conclusions
With things changing so fast, is it possible to predict what viewing will look like ten years from today?
The concluding session of the day will draw together many of themes presented during the workshop to forecast how viewing might change in the coming years.
16:00 – End of seminar