As it evolves and players are being forced to adapt quickly to the changes taking place, the TV industry is being driven by five key forces new research from Deloitte suggests.
Specifically, says the management research firm, these are big data; the second screen; spectrum allocation changes in Europe; the commercialisation of UltraHD/4KTV; and the emergence of the connected TV receiver.
Given the proliferation of tablets, smartphone and laptops with high quality video capability, Deloitte notes particularly the effect that he second screens are having on the industry, particularly how they are offering broadcasters a big opportunity to increase the level of engagement with programming. The firm adds that advertisers have also benefited from second screens, as consumers can quickly find the product or service being offered on their handheld device, meaning they can get more information. This, suggests Deloitte, has increased the value of television advertising that was once looking like it was losing out to Internet advertising.
However, the report noted that perhaps contrary to common perception or even expectation, the increase in second screens across Europe has not caused much of a change in TV behaviour so far and have not impacted viewing, nor have they dented advertising or damaged pay-TV. Indeed, Deloitte asserts that second screens actually have been a benefit to television and have forced many broadcasters to change their ways, as offering this service has resonated well with consumers and pay-TV services around the world have started to implement such practices.
Deloitte also believes that big data will allow broadcasters to gain useful insights from a wide range of sources and that it is now having a large impact on several industries, not just broadcasting. Fundamentally, it states that capturing information, quantifying it and optimising TV's impact on online behaviour are vastly important for companies to take into consideration and the value of television advertising can be increased thanks to improved targeting.