Time in SGT
(By invitation only & additional fees apply, please email email@example.com for more information)
Venue: voco Orchard Singapore, Panorama Room, Level 24
Join us at the Asia Video Summit welcome party to catch up and mingle with friends and colleagues before the Summit begins. Open to all registered delegates, speakers, sponsors and exhibitors.
Time in SGT
The most definitive examination of developments happening in the video industry, from linear to streaming, content trends and challenges, and opportunities for the industry across Asia.
After a blockbuster two years of record subscriber growth, the first cracks have begun to show in the streaming landscape. Could this suggest that streaming’s golden era may be coming to an end already? After an era of television, is the era of streaming still set to take over, or is streaming just one part of a more complex multi-faceted media landscape that is starting to include gaming? Where do the boundaries with social media lie and what does the advent of the metaverse presage? And does geography have any bearing on these developments?
For most of the COVID era, media and entertainment companies have been the darlings of Wall Street. This narrative has recently changed, however, and arguably irrational exuberance has given way to irrational pessimism. But is streaming, as a business model, fundamentally flawed, or is this just a recalibration in an era of inflation and post -pandemic trauma? How do the trajectories of investment vs monetization balance each other? And where does Asia sit compared to other parts of the world? Do subscriber numbers foretell a golden period of growth in Asia that can counter negative narratives from the West?
If streaming is under threat, are predictions of the demise of television therefore premature? Could market
sentiment result in an increased focus on linear television? In Asia, linear television remains big business in most markets and independent players continue to navigate the pay TV industry. Yet there seems to be a dichotomy between those who are doubling down on TV and those who have stripped their linear assets to go all in on streaming. Does it have to be one or the other or is there a way to ride two horses?
10:50 | Coffee Break
Australia, New Zealand and Japan have always been and will continue to be critical markets for the newly formed company, Warner Bros. Discovery. In this conversation our speaker will share what their view of these markets look like and what WBD’s regional strategy and priorities are for growth in the coming year.
The digital disruption of the last decade resulted in much confusion in the board rooms of media conglomerates all around the world. Ambitions in streaming and social media, and emerging technologies such as AI and AR created a world of everyone wanting to do everything for fear of missing out. Is one of the more positive aspects of the pandemic a more sober and measured approach to the role each company sees itself playing in the ecosystem? Are companies doubling down on what they now see as their core DNA?
Much of the streaming landscape across Asia has become dominated by the big US media companies and there is no shortage of stories about start up services who tried to dominate the space and failed. Viu is a very notable exception in Asia and beyond. Consistently ranked as one of the region’s top performing streaming services and an early mover in a hybrid business model that others are now only beginning to look at. What accounts for their remarkable success and staying power, and what challenges do they see on the horizon?
12:45 | Lunch Break
For years Hong Kong was the Asian content powerhouse, but the meteoric rise of Korean drama has significantly increased options for Asian content across the continent. That trend clearly looks set to continue as consumers become more comfortable with foreign language content, the level of production investment is rising in all markets and streaming provides easy access into the palms of captive audiences. But what exactly led to the K wave and how easy will that be to emulate for markets around the region that want their content to be noticed both at home and abroad?
Are we seeing the emergence of an elite club of streamers? The levels of content investment being made by Netflix, Disney, Amazon and now Apple are providing a very high bar for others to emulate. Is there a gap that is widening, or do other streamers see it differently and feel that they have a different role to play? Is there room for specialization in content, by genre or geography? And what about deep localization in your domestic market rather than a veneer of having something for everyone?
There has long been a natural paradox in the consumer’s mind: they don’t want to pay for what they don’t consume, but they want everything available under one roof. As pay TV tried to stay relevant with increasing a la carte offerings and streaming has taught consumers not to get locked into long term contracts, a reaction is occurring with an ever-increasing case to be made for the role of a gate keeper and a curator – someone who can smooth issues of payment and assemble all the content you may be tempted by, conveniently, in one destination. But what are the issues with this great rebundling? Is friction being reduced or are new layers added? Is it really what consumers want? How can you ever bundle enough? And what ever happened to the DTC proposition all the streaming companies talked about?
What makes people come back for more? The first is the demand for great well-produced content and the second is an excellent user experience – ensuring high-quality video and audio on all devices. It remains clear that consumers continue to want, demand, and are willing to spend more on enhanced experiences, now more than ever. How can technology play a part to create a perceived value for content? How can streaming platforms leverage the very latest technologies to deliver high quality content? How is viewer experience being enhanced in today’s video landscape and what can be further improved?
16:10 | Coffee Break
A deeper look at two of the most important content genres that are evolving in different ways to movies and
series-based content. Both revolve around events that are happening now, and thus immediacy and
appointment viewing are still critical.
News has evolved perhaps more than any other genre. Not only does it play a more significant role in social media than other genres, but it also competes with news of every description from the trusted Twitter influencer to the malicious and fake. How do news brands retain the trust of the consumer in such an environment? Is it about maintaining impartiality or espousing a specific world view? How does the approach to news telling differ in Asia from the US and Europe? And what about the business of news? How is it monetized today, and why have we not yet seen a direct-to-consumer subscription-based video streaming news service? Is it not odd that news has embraced social and remains strong in the linear world, but has not really penetrated the world of streaming?
Aggregating sports is a complex, and above all, expensive undertaking and it is therefore no surprise that the distribution of rights has fragmented across a multitude of services, both broadcast and streaming. But surely this is exactly what the consumer wants – an ability to watch whatever event they want, ideally from one subscription. The telcos are best placed to deliver this but can they do it? And even if they do, would the consumers pay for what they say they want? Increases in sports rights continue to seem to defy gravity so how do you operate in a business where the reward for success is the landlord doubling the rent? Is sports a business or does it remain that old cliché, a loss leader? And with the most popular sports charging so much, does that mean lesser sports lose out and wither, or are there so many buyers that there is a home for everything – but then aggregation goes out the window? Ultimately can you afford to be in the sports business and at the same time, can you afford not to be?
Sport is defined by its live nature. Arguably 90% of the value is gone the moment it is over. So, on one level the argument over linear or streaming is one purely of technology and consumer convenience. But is the streaming technology up to it? Are we moving from multiple levels of satellite and dedicated fibre redundancy to trusting the internet which we see time and time again can let us down? Is this inherent in the technology or is it the management of the technology? Can IP delivery really cope with 4K and 8K broadcast signals and are we moving towards streaming simply because it’s cheaper, or is this the only way to give the consumer the flexibility of device that they crave?
18:30 | Closing Remarks followed by Asia Video Summit Lobby Cocktails
Time in SGT
As we emerge from COVID we are at a fascinating point in the development of our industry. The pandemic has accelerated trends and the pace of change is set to intensify. What does the new world look like and what are our responsibilities to it?
There were 4 sides to a television and its world existed within those dimensions, not without. That world has gone. Gaming continues to sit closer and closer to video streaming services and both Netflix and Apple want to curate experiences in both. The oldest form of monetization, advertising, is coming back with a vengeance – how will this change the video world we have grown accustomed to? News and sports sit apart from other genres and the big streamers have largely ignored them. Is this sustainable? And finally, the metaverse. Where is it, what is it and does it have the power to reshape entertainment as we know it?
How are the worlds of television and video colliding in India and with consolidations and mergers, is India following global trends or developing in its own trajectory?
Environmental sustainability is only just beginning to be embraced by the video entertainment industry. Though there has been a few large broadcasters and producers who have already considered an end-to-end approach in addressing their sustainability practices, there is some understanding of what needs to be done in preparation and execution of more sustainable practices, processes and solutions. In this session, we explore where does sustainability fit in for the television, film, broadcast, and distribution industries? How do you measure sustainability across video entertainment? How does this change in broadcast business models? Linear or on-demand: which is more sustainable? Is video sustainable over broadband and how does 5G present opportunities in sustainability?
Advertising is back. With the move from linear to streaming some decided to forego advertising. That is changing. Are we now at a tipping point for the shape of our industry as advertising retakes centre stage?
Unprecedented amounts of money have been poured into original content over recent years to fuel what has become known as the streaming wars. And yet despite this arms race, advertisers have embraced the addressability provided by digital, but have they forsaken the content environment, choosing to bolster the fortunes of social media or user generated content at the expense of premium OTT? If OTT is the natural and technological evolution of television, then did the industry score an own goal with the actions of some of the big streamers foregoing advertising for a purely subscription-based business model? And now that it looks like the entire OTT industry is fully embracing advertising, will this result in a more even distribution of spend across OTT and social? This session will also see the unveiling of new proprietary research to help illuminate the topic.
11:15 | Coffee Beak
TV and digital advertising remain siloed today despite the lines between devices becoming increasingly blurred. CTV iewership is on the rise and is expected to continue on an upward trend, but the picture does look different market by market with many Southeast Asian markets remaining mobile first and the traditional TV buy is far from dead. And even linear TV can become addressable but how fast is that happening? And what about the style of selling? Programmatic is a game changer but for OTT streamers is it only for remnant inventory with preference still being given to direct deals in the hope of capturing maximum value? Do OTT platforms approach the market more from a TV pedigree while YouTube and social media are purely programmatic in their selling? Is this holding back the growth of OTT and what will change with the arrival of Netflix and Disney?
In a time of unprecedented disruption, the growth of addressable advertising seems assured, but the path remains unclear. Is it only something for the OTT industry or can linear television move into the era of addressability? What is the current state of addressability in Asia? How are platforms rolling out addressable advertising across broadcast TV, hybrid pay TV and OTT platforms? What are the solutions that will replace third party cookies and device identifiers? And what are the issues that are preventing faster adoption? Do increasingly stringent rules around data privacy pose a threat to its growth or just the necessary guardrails?
As OTT viewership rises, the allocation of ad dollars between linear and on demand TV is shifting. This also leads to a bigger challenge to reach the fragmented audiences. In this session we explore how Linear TV and OTT can complement each other for maximum reach.
Digital marketing and the global ad tech industry are in a constant state of evolution. From changing consumer habits shaped by the global pandemic through to shifts in digital advertising brought on by the demise of the thirdparty cookie, there is no doubt the ad industry is undergoing a transformation. In the face of these and other changes, the ability to be agile has never been so important; advertisers, agencies, and publishers need to stay on top of the changing landscape if they are to succeed. In this session we will look at some of the ad tech trends expected in the coming year and be prepared for what may be on the horizon.
13:30 | Lunch Break
We are a consumer facing industry and while it is essential to create content consumers love, it is also critical that the experience is the best it can possibly be. There are a million pieces in this tech jigsaw that need to be arranged.
While there may have been angst at subscriber numbers in Europe and the US this year, Asia seems clearly still to be on a trajectory of growth. But two fundamental concerns sit at the heart of every streaming business – acquiring new subscribers, and then keeping them. How are retention and acquisition strategies evolving, and how much is influenced by internal factors – the tech that underpins the streaming service – and how much is external factors such as price and packaging?
While the pay TV industry made it notoriously difficult to unsubscribe and divest yourself of their hardware, the OTT industry has prided itself on flexibility, and ease of contracting and cancelling. There is no doubt that consumers welcome this development, but it does also mean that churn can be very high. The latest blockbuster will only take you so far and it doesn’t matter how many new users you acquire if they churn after their free trial or after a few months. So how do you manage the churn rate, and keep it at a reasonable level? What even is a reasonable level? How do you create the most immersive OTT experience and take the user experience to another level? In this session, we will hear from the technology thinkers to discuss this pressing issue of churn and what technology solutions they think could help solve this problem.
In a world of multi-channel TV, content discovery was straight forward, but those days are long gone and the
challenge of finding where to watch and what you want to watch, is huge. Telcos may be rebundling but do they have a solution that cuts across the different services they offer? Does the solution lie with the American tech giants? The complexity of what is a clear market need for consumers, is one of the thorniest challenges for content providers. Is there a solution to the issue of content discovery, and if there, is what is it and how do we get there?
16:25 | Coffee Break
The set-top box has been a mainstay of the living room entertainment experience for decades. But in a multi-screen world of IP connected services, is it past its sell-by date? If you don’t need a set-to box for your mobile phone, why would you need one for your smart TV? And yet it remains a constant with many consumers still using it to receive not only multichannel television, but a host of streaming apps as well, even with a smart TV. Why is this? Is it just a matter of time before everything becomes app based or is there a reliability and level of performance that still gives the box an edge?
How can operators and streaming platforms push the envelope with the use of advanced search and content
discovery techniques for stronger viewer engagement across linear TV, on-demand, catch-up content, and OTT apps? What are the strategies to monetise viewer engagement and how can these capabilities be deployed at scale?
When you chose your music, entire playlists can be created based on the artists you listen to. There is no shortage of video recommendations in the world of video, but we are far away from the level of personalization we now see in music. Is this the way video is going too? Can you have an auto curated linear channel? Could you buy the dress the star of your favourite TV show is wearing? What is possible in the realm of personalization, what does the consumer want and how soon is it going to happen?
18:15 | Closing Remarks followed by Asia Video Summit Closing Poolside Cocktails
Venue: voco Orchard Singapore, Poolside, Level 24
The State of Piracy Summit (Open to all Asia Video Summit Delegates. Registration is on a first-come first-served basis. Please email firstname.lastname@example.org to register)
Venue: voco Orchard Singapore, Panorama One, Level 24