The Apple iPhone first went on sale on 29 June 2007. The world of mobile communication, and mobile video in particular, has been transformed in the ten years that followed. Yet the transformation of television in the way that it redefined the phone has so far eluded Apple.
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The revenues from subscription video services from Netflix and Amazon are rising and are projected to account for 18% of pay-television revenues in the United States in 2022. At least, that is one forecast for the future of services in the United States. That will still leave legacy providers with over 80% of total television and video subscription revenue. The United States accounts for around half of all pay-television revenue worldwide.
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Netflix has introduced interactive storytelling in an online version of the ‘choose your own adventure’ format. Dreamworks Animation has made an interactive episode of The Adventures of Puss in Boots. It is a new twist on the branching narrative format that could have wider application.
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Sky and Virgin Media have announced an unprecedented partnership, giving advertisers access to more than 30 million targetable pay-television viewers in the United Kingdom and Ireland. The Sky AdSmart system is currently used by around 100 channels, although ITV and Channel 4 have yet to sign up.
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Research from TiVo suggests that most people only watch, or remember watching, a relatively small number of channels or programmes a week. Six out of ten viewers find it easy to find something they want to watch on television. Yet people also report frustration in finding programmes. The problem for television and video services is how to present the impression of choice, while providing viewers with programmes they actually want to watch. So how can the viewing experience be improved?
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For the next six years there will be more than a million new mobile broadband subscribers every day, as forecast by Ericsson. However, the company has been struggling to demonstrate equivalent growth. Ericsson is re-organising its broadcast and media services division, which is effectively on the market as the company explores strategic opportunities and doubles down on its core network business.
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