2011 © IRDETO | This document contains information that is privileged or confidential

What kind of video consumer are you?

CommunicAsia 2011 Survey Results

2011 © IRDETO | This document contains information that is privileged or confidential

Contents

Introduction The Evolution of Media Consumers

Survey Objective & Methodology Survey Results

The 4 Media Archetypes

Conclusions

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MEDIA 3.0MEDIA 1.0

Video Consumption is Evolving and So Must Our Video Businesses

Linear Content Dynamic Content Personal Content

Content is king.Content distributors own the consumer

MEDIA 2.0

Convenience and flexibility are key.

More options and access for consumers

The consumer is in the center.

Everything tailored to one’s preference,

habits, social network…

2011 © IRDETO | This document contains information that is privileged or confidential

Objective & Methodology

Understanding consumer trends in video consumption is key to any business in developing successful: Market segmentation Products and services

Irdeto strives to understand our customers’ customers – video consumers – through: Existing market research from leading researchers Conducting primary research around the globe Developing models that help our customers do better business

Irdeto took advantage of CommunicAsia to conduct a survey of attendees to find out how people in industry are consuming Video in 2011 611 people were surveyed at random As industry professionals, respondents did not technically represent a cross

sampling of the general population, but our experience shows us that we are not as different from the general population as we might think!

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2011 © IRDETO | This document contains information that is privileged or confidential

Internet Video Frequency/Affinity:“How often do you consumer video online?”

Never8%

Rarely 33%

Sometime

s48%

Always11%

92% of people consume video online

Only 8% don’t

11% indicate strong preference for a Media 3.0 experience: anywhere, anytime, any device

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2011 © IRDETO | This document contains information that is privileged or confidential

Video Spending Habits:“I am willing to pay for content…”

The biggest group will not pay for any video Free-to-air consumption or

piracy are preferred acquisition methods.

“Always” are the honest guys who pay for all content they consume

“Selectively” are willing to pay for premium content like sports and movies Never Selectively Always

0

50

100

150

200

250

300

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2011 © IRDETO | This document contains information that is privileged or confidential

Device Usage:“What devices do you use to consume video?”

Televis

ion (S

D)

Televis

ion (H

D/3D)

PC/Mac

Tablet

Mob

ile0

50100150200250300350400450 Television (total) and

PC/Mac consumption almost the same 436 TV vs 407 PC/Mac

Combined Mobile/Tablet number not far behind TV and PC/Mac 367 combined for

portable devices

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Multiple answers possible

2011 © IRDETO | This document contains information that is privileged or confidential

What is an “Archetype”

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An archetype is a universally understood symbol or pattern of behavior, a prototype upon

which others are copied, patterned, or emulated. Archetypes are often used in myths

and storytelling across different cultures.

An archetype in this case is a new way for us to better understand the different classifications of

media customers

2011 © IRDETO | This document contains information that is privileged or confidential

Media Consumer Archetypes:“Which one best describes you?”

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Media Consumption

Low

Media Consumption High

Broadcast Only

On-Demand

0 5 10 14 18 25+

PVR

IPPV/VOD

PC

Mobile/Tablet

MultipleDevices

TV

Don’t care about video, and if I do then very basic

broadcast services are

enough. 

Love video but traditional

broadcast TV is good enough, especially with new stuff like

PVR, IPPV, VOD.

Love video but need complete

control over when, where and on what device

Don’t care a lot about video, but if

I consume it, it has to be on

demand but easy (i.e. DVD, web)

Digital Dabbler

37%

Media 3.0 Master

21%

Media Minimalist

17%

TV Traditionalist

25%

Survey Results: The Four Media Archetypes

Media Consumption

Low

Media Consumption High

Broadcast Only

On-Demand

Page 102011 © IRDETO | This document contains information that is privileged or confidential

0 5 10 14 18 25+

PVR

IPPV/VOD

PC

Mobile/Tablet

MultipleDevices

TV

2011 © IRDETO | This document contains information that is privileged or confidential

Survey Demographics

Residence in… Percentage Respondents

Singapore 36.4%

Asia – Others 60.33%

Europe 1.6%

U.S. 1.1%

Africa 0.5%

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2011 © IRDETO | This document contains information that is privileged or confidential

Conclusions

Video providers must offer options for all four Media Consumer Archetypes if they hope to remain competitive in a crowded and shifting marketplace.

Personal Video Recorders, Video on Demand and a secure and cost-efficient multi-screen technologies are key to satisfying consumers’ hunger for content consumption flexibility.

Irdeto is a trusted and savvy business and technology solution partner to leading pay video providers in Asia and around the world Astro (Malaysia) ABS-CBN (Philippines) MegaMedia (Indonesia) Foxtel & Austar (Australia) BBCL (India) TrueVisions (Thailand) The Chinese Cable Industry …and many others

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2011 © IRDETO | This document contains information that is privileged or confidential

Thank you!

www.irdeto.comTwitter: @IrdetoBlog: tveverywhere.irdeto.com

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