Post on 10-May-2015
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transcript
Jamie SherrySenior Product ManagerWowza Media Systems
THE SECOND SCREEN
PHENOMENON: HOW STREAMING
IS PERSONALIZING THE VIEWER
EXPERIENCE ON MULTIPLE SCREENS
26, SEP 2013
Who is familiar with video streaming?
Who owns a connected TV (or OTT device connected to a traditional TV)?
Who multi-tasks with another connected device while watching TV?
Who is familiar with Disney's 'Little Mermaid Second Screen Live’?
SOME INITIAL QUESTIONS
“That is not a movie, it is a show!”
“Why can’t you get me that show?”
“Why did it stop working?”
“What is an advertisement?”
“How come it looks so bad?”
THE NEXT GENERATION OF TV CONSUMERS
Olivia, age 7
Hannah, age 4
Constrained by locationConstrained by time
Programming is scheduled by providers“Analog” social interaction
TRADITIONAL TV
Computers can share information!Starts with the desktop (and laptops)
ActivitiesWeb browsing (eCommerce, etc.)EmailSocial mediaMultimedia consumption (images, audio, and video)
Quality (bandwidth) goes upPrice comes downSeveral “connected” device platforms appear
THE INTERNET ARRIVES
Viewing habits begin to change and expandMulti-tasking (simultaneous use) with portable connected devices while watching TV
Viewing TV content on connected devices (“on-demand”) as well as DVR
Social interaction gets a “digital” component (online)
THE LIVING ROOM GETS A MAKEOVER
THE RISE OF THE SMARTPHONE AND TABLET
Age, gender, race, geographic location, income, education, urbanity
are all factors
SIDE BY SIDE (WITH THE TV)
46% of smartphone owners and (43%) tablet owners use their devices while
watching TV every day
SIDE BY SIDE (WITH THE TV)
46% of smartphone owners and (43%) tablet owners use their devices while
watching TV every day
Some activities are distractions while others are deeper
engagement
SIDE BY SIDE (WITH THE TV)
46% of smartphone owners and (43%) tablet owners use their devices while
watching TV every day
Some activities are distractions while others are deeper
engagement
Activities vary by gender, age, etc.
Traditional TV programming must now compete for viewer attentionTime, cost, quality, portability, and flexibility are all factors
Activities that are distracting can lead to abandonment
“Cord-cutters” and “cord-nevers” begin to appearHow can the industry
Prevent subscriber erosion and decreases in ad sales
Increase engagement (by taking advantage of behavior changes)
Remember the music industry ten years ago?
WHAT TO DO…
The “second screen” is a connected device as an alternative or supplement to watching video content on a traditional TV
ENTER THE “SECOND SCREEN”
View information In real-time that is not displayed on TV or
Missed during a live broadcast on TVThat is only provided online (or not at all)
About advertising that occurs in between the program being watched on TV
ENTER THE “SECOND SCREEN”
View contentWhen travellingWhile the traditional TV is in use by others
That is only provided onlinePreferred method (more interactive, etc.)
ENTER THE “SECOND SCREEN”
The “second screen” is an attempt to increase the value of live TV programming through an optimized and personalized multiscreen experienceKeeps viewers present for ad breaksEncourages more TV viewingDoes not affect ad recognitionBrings people closer to TVAppears to encourage more shared and family TV viewing
ENTER THE “SECOND SCREEN”
Allows you to control the content on your primary screen
ExamplesDijit Universal RemoteXbox SmartScreenNintendo Tvii
REMOTE CONTROL APPLICATIONS
Companion content applications typically provided by content owners to complement, and often synchronized with, their primary screen contentCurated social feeds, synchronization, photos, videos, “gamification”, ads, stats, biographies…
Schedules, reminders, polls, social feedsExamples
Disney Second ScreenCBS ConnectMTV WatchWithShowtime SyncEmmy’s “Backstage Live” and other live events
COMPANION CONTENT
Third-party apps that provide supplemental content across content providersCurated social feeds, synchronization, photos, videos, “gamification”, ads, stats, biographies…
Personalized guide, universal search & access, discovery, recommendations, etc.
ExamplesZeeboxGetGlueBeyond the Box
THIRD PARTY
- Jim O’Neill, The Convergenc
e (19, Sep 2013)
“ONCE AN AUDIENCE ADOPTS NEW TECHNOLOGY, IT NEVER GOES
BACKWARDS”
Usage of second screen devices is growing
Strong second screen engagement appears to increase viewers and retention:http://bit.ly/AW-SSapps
Partners can help
TO BUILD A SECOND SCREEN APP, OR NOT?
Discovery. Help people find and choose what to watch on TV – then, get them to it by setting the app up to be a remote control.
Information. Supplement the primary TV content, e.g., character background stories, behind-the-scenes photos, IMDB info.
Participation. Let viewers vote or in some way interact directly with what’s happening on the air.
Shopping. Allow users to buy something they see on TV, e.g., click a button to buy the object shown in an ad.
Social. Ensure viewers can connect and share with friends during and about TV shows.
KEY FACTORS IN A SECOND SCREEN APP
Viewer-centered. Design the event around the viewers.
Participation. Call out individuals, e.g., Twitter wall, chat, FB.Give every user a voice, e.g., polls.Viewer input drives show actions or outcomes.Make users believe you are listening.
Curation. Filter incoming content as needed.Great UX. Make it integrated and gorgeous.Inclusivity. Deliver to any screen.Low latency. Try to normalize stream
delays.
KEY FACTORS FOR A LIVE EVENT APP
MULTI-SERVER STREAMING INFRASTRUCTURE
RTSP/RTP
MPEG-TS
RTMP, HDS
TRANSCODERS
IRD
LINEAR OR VOD CONTEN
T SOURCE
DISTRIBUTION & CACHING LAYER
DVRVOD
STREAMING SERVER
VOD
DVRVOD
VOD
STREAMING SERVER
VOD
STREAMING SERVER
STREAMING SERVER
WEBSERVER
TRANSCODERS
TRANSCODERS
TRANSCODERS
TRANSCODERS
VARIOUSDRM
SERVERS
SMOOTH
HLS
CONSOLIDATED STREAMING INFRASTRUCTURE
STREAMING SERVER
TRANSCODER
RTSP/RTP
MPEG-TS
IRD
LINEAR OR VOD CONTEN
T SOURCE
DVRVOD
VO
D
DISTRIBUTION & CACHING LAYER
VARIOUSDRM
SERVERS
RTMP, HDS
SMOOTH
HLS
If you need live video, multiple adaptive formats, or deep analytics, stream your content
If you streamYou will likely need both HLS and RTMPUse RTSP to reach legacy 3GPP devicesPlan to move to DASH and HTML 5.1Choose a multi-format media server
To use DRM, work with a service provider
DELIVERY BEST PRACTICES
ChallengesYou can’t keep eyes on one device and simultaneously interact on the other Example: Disney is moving away from complementing
shows with second screen experiences It’s hard to take “social TV” on the road with two screens and high-speed live streaming bandwidth requirements
Conclusions Internet connectivity and second screen social activities will eventually merge onto the TV
Content + Social TV on will need to become portable and work on any device
LOOKING AHEAD