Who won the Great Streaming War?
About the continued aggressive behavior of the American streaming giants, and the challenges for the Danish television and streaming market.
Lecture by Claus Bülow Christensen, adviser and media analyst
The TV and film market has developed and changed with great speed over the past 10 years, as a direct result of technological breakthroughs - and this will not stop in the coming years.
With AI, among other things, change processes are entering a new phase, characterized by an increasingly aggressive global rollout of attractive streaming services from large American media and tech giants.
This lecture provides an overview of these giants - what is their starting point, where do they come from and what is their expected strategy within global distribution of both content and production demand.
The lecture is updated with the latest knowledge and figures, and updated analytical angles, and is accompanied by numerous illustrations and supporting video material.
The lecture is thus a combination of concrete numbers and facts, with my personal analytical interpretations of the development - plus well-founded predictions about the development in the coming years.
A PDF copy of the presentation will be provided after the lecture.
Content of the lecture
A brief review of the general impact of the streaming development on the TV market since 2012, when Netflix came to the Nordics and the concept of streaming became popular. With a focus on how it actually happened that Netflix could become such a big success in such a short time.
I review the forces that have been at play and how it has affected Nordic TV players, both TV stations, TV distributors and producers, and how the local TV market has responded to the challenge and developed, and how we can expect they will continue to act.
Including a review of the local TV stations' process and challenges in transforming from TV stations to streaming services, with a focus on TV 2 and DR.
Next, a current and thorough insight into the global streaming development is given, especially concentrated on the massive rollout we will see from the American media giants in 2025.
I review the combatants in the escalating Streaming Wars, where media giants such as Disney, WarnerMedia, NBC Universal, Amazon Prime Video and Netflix all come together, in both the domestic market and a global media mass market – with Amazon, Google and especially Apple ready to interfere.
What characterizes the individual giants, what are their starting points, and what can we see of their strategy and motivations being fundamentally different? How big are they really, what can they afford and what will they spend their billions on?
What will their pricing and business models be, and what new type of partnerships will we see emerging?
I will also give my take on where the consumer is headed in this development – where a massive rollout of several new, affordable and attractive American streaming services will be seen on the Danish market.
How much content is it really about that Danish viewers will have access to, and is there a saturation point? What will there be room for in the media budget in the Nordic households?
What new alliances can we expect to see when the existing TV distributors have to reinvent themselves and try to keep customers?
And what opportunities do local TV stations and producers have in the future, as the use of streaming spreads to the entire population, strongly driven forward by new players such as e.g. Disney, Warner and Apple?
Recommended length of the lecture is two to three hours, including questions. The most important can be reached in two hours.
A one-hour version, with agreed content, is also possible.
Can be held in Danish or English.
The TV medium's fantastic transformation
– about the past, present and future of television
Lecture by Claus Bülow Christensen, senior consultant and analyst
Description of the lecture - about the development in the television industry
Claus Bülow Christensen has for many years dealt with analyzes of television development. He stands i.a. behind the annual TV professional conference, Copenhagen Future TV Conference - www.futuretv.dk, and is also a writer for, among other things, magazine Ekkofilm and frequently used expert in the media on the development of the media.
New technological possibilities with the distribution of TV and video over the Internet continue to develop at breakneck speed, and significantly change the rules of the game for TV distribution well and truly - but what we have seen so far is just the beginning.
Claus Bülow Christensen gives an updated review of the major upheavals the television industry has seen in recent years, where, among other things, a company like Netflix has changed a lot in the market in both the distribution and production of television.
The changes are drastic – everything from business models to consumer behavior is being turned upside down, and there is clearly no going back.
The lecture gives an insight into the technological forces at play in the media industry, as well as the changes in business models and the new user behavior of TV viewers - and we get an idea of how it will all develop in the coming years.
The lecture is available in a one-hour version, as well as in an in-depth version of two to three hours. Special angles can be agreed in advance.
The lecture is richly illustrated with graphics, data and numerous video clips, some specially produced for the lecture.
The lecture's headings
-
Media technology in full swing
- The technology-historical development of the TV medium in five minutes
- What technological developments mean for the media industry
- The most important new technologies of the near future
-
Distribution technology in the future
- The history of the old transmission network
- – from antennas, cables and satellite to the Internet
- The Internet as the primary distribution system in the future
- – 5G mobile network and Elon Musk's satellites
-
TV and streaming
- How streaming came to Denmark and conquered TV viewers in a short time
- How consumers have taken control of their TV and streaming consumption
- An overview of the biggest players and their future strategy – Netflix, Amazon, HBO, Disney/Fox
- TV distributors' increased challenges
-
The possibilities of the modern TV consumer
- Review of new and upcoming services and the major players' current offerings
- Analysis of the strategies behind Apple TV+, Amazon Prime Video, Disney Plus, HBO Max and Peacock (NBC/Universal)
- About operator-operated TV boxes, smart TVs and streaming devices such as AppleTV and Chromecast
- New TV technologies on the consumer market – the importance of e.g. UHD, HDR.
-
Where are media consumers heading?
- Review of consumer analyzes from both abroad and inland
- Interpretation of trends in recent behavioral analyses
-
Conclusions
Can also include:
-
Internet of Things
- Smart home development over the past 10 years
- Consumers and IoT – what do we want?
- IoT from the giants - about Apple, Google and Amazon and their war for IoT customers - what can they deliver today?
- TV boxes' integration with IoT
The lecture contains numerous illustrations, data and video material that support all points and conclusions.
Can be held in Danish or English.
References
Lectures held during 2013-2021 for, among others:
- DMJX – Masterclass on television in the future
- FDA Festival - post on the future of TV distribution
- Webinar for the leadership group in DR - about streaming services and tech giants
- The rights alliance - about the status of online piracy
- Dansk Erhverv - about taxes on streaming services in the EU
- Danish Energy, Fiber group
- ASOM-Net
- The Conservative Press Association's Media Conference, Fællesalen
- The Danish Publicist Club - presentation and debate moderator
- The Danish Film Institute – development seminar
- Miso Film – management and producer seminar
- The Librarians' Association
- VIA Film & Transmedia
- Bo-Vest Antenna Association
- Sogeti TestExpo, Oslo
- Energi Nord - representative meeting
- Wow partner event
- EnergiFyn broadband arrangement
- Gigabit Denmark 2017, Danish Industry
- The Danish Cultural Agency's Masterclass
- The Danish Film Institute – Film Policy Forum
- The Danish Film Institute – the board's annual strategy seminar
- The Danish Film School – producer seminar
- Creative Alliance
- Brøndby Antenna Association
- Wow! – internal kick-off meetings and sales meetings
- The State Library - the IT department's strategy seminar
- Danish Music Publishers' Association Member Seminar
- Production company Studios
- CopyDan AV Media – annual meeting
- The Videogram Association's Annual Meeting
- Aalborg University, Copenhagen
- SPOT Festival Aarhus
- Tele2015, Danish Industry tele annual meeting
- The Danish Business Authority - presentation at a leadership seminar
- Fiction 2015 – introductory lecture at the Danish film industry's annual meeting in Filmhuset
- Several guest lectures at Dansk Medie and Journalisthøjskole
- FDA - Association of Danish Antenna Systems annual conference
Columnist at MediaWatch:
https://mediawatch.dk/Medienyt/TV/article13616687.ece
Blogger at Ekkofilm:
http://www.ekkofilm.dk/blogs/det-digitale-indblik/
Interviews on TV:
https://vimeo.com/channels/1064479
Claus Bülow Christensen on TV as an expert on TV about TV
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