Young people shun TV
The recent study by Mediametrie "Young Adults Report" on 10 markets
(Germany, Denmark, France, Spain, United States, Italy, Japan, Netherlands, United Kingdom and Sweden), reveals that young adults, 15-34 years old, spent an average of 2 hours and 39 minutes in front of their TV screen between September 2015 and June 2016, i.e. 1 hour 30 minutes less than the total population and 5% less than a year earlier. This generation is abandoning the TV screen for other screens, mainly their mobile phone or computer. A phenomenon which forces the chains to review their distribution plan.
The chains must adapt to the mobile
The chains television networks must both secure their traditional distribution, while being able to extend it beyond the TV screen. The challenge at the moment is therefore to offer simple solutionsto watch live and replay television on your mobile. Because in this era of the "mobile only" generation, what matters is to offer the programs in native mode directly on the smartphones. However, managed distribution, as it is offered by the main ISPs, is very efficient (simplicity of management, invoicing on the internet subion, very good integration into TV interfaces), but it turns out to be totally unsuitable for the mobile world. , to these young adults whom Guillaume Jouhet, Director General of OCS, describes in the columns of Figaro as "not interested in television or in the offers of cable operators, but appreciate the content premium. "
And then, we must not hide the face, the TV channels are under pressure: Canal lost more than 540,000 subscribers in one year, BeInsports must gain hundreds of thousands of subscribers tohope to be profitable someday, OCS has 2.5 million subscribers but will struggle to go further. And if you look at sports channels, it's the same, or even worse: Eurosport is trapped in its deal with CanalSat and SFR Sport has still not succeeded in signing with an ISP. The only solution that works: OTT distribution to maximize their number of subscribers.
The reign of the OTT begins
No wonder then that 'we are witnessing the launch of OTT applications from all these audiovisual players. The advantage is that these applications do not only offer the live performance of their program schedule: they allow you to watch or review the programs in replay, offer bonuses, and integrate functions such as start over and statistics. All these options make using applications attractive, even on screens the size of a smartphone or tablet. And the icing on the cake, most of the time, theseapplication are compatible with Chromecast and / or Aiplay, which makes it possible to watch the programs… .on a TV screen!
Maybe Tim Cook, the boss of Apple, had right in stating that the future of television is applications; some operators also offer HTML5 applications directly on their Box interfaces.
The French market is being structured: myCanal is relying on the OTT to regain market share while Eurosport Player and BeInSport Connect seek to broaden their audience base thanks to their application available without obligation. We will now have to reckon with OCS and SFR Sport who have also decided to enter the OTT market. Fans of the HBO series and the English Premiere League will therefore be able to find their favorite programs without having to subscribe to an offer via an ISP. And to complete the picture, there is atssi Molotov.tv which distributes all TNT channels and some pay channels in its OTT application.
From € 3.99 to € 19.90 per month
Regarding price, Eurosport Player starts the lowest at € 5.99 per month and myCanal which is the most expensive at € 19.90 per month. SFR Sport and OCS have chosen to have a price lower than 10 euros, or 9.99 € outside the promotion period for OCS which is 7.99 € for the first six months. For its part, BeINSport is at 14 € for its bouquet of 10 channels and Molotov.tv starts at 3.99 €, for a subion to a storage space in the cloud for recorded shows (this function is not yet available at the time of this writing, knowing that Molotov is free for normal use).
OTT and Mobile Only
With these new offers, we enter fully into the TV of the future. A television that can be watched everywhere, alone or in groups, live or in replay, on your mobilee or its tablet. Liquid internet (4G and Fiber) allows you to enjoy sufficient speeds to watch video at any time; sharing solutions facilitate broadcasting on TV screens. It remains to be seen whether at this price, these famous “Millennials” will be sufficiently motivated to pay more than 10 euros for programs to watch on a screen 10 times smaller than a TV screen.