1
non-linear consumption 2
Whatever will change television will do so by re-defining the core product not just the tools we use to consume it. by Horace Dediu, Asymco 3
re-defining the core product not just the tools 4
s 5
better ways to entertain people 6
Kevin Spacey Clearly the success of the Neflix model - releasing the entire season of House of Cards at once - has proved one thing: the audience wants control. They want freedom. If they want to binge - as they ve been doing on House of Cards - then we should them binge. http://www.youtube.com/watch?v=p0ukyf_xvgc 7
The audience wants control. They want freedom. If they want to binge, then we should them binge. 8
Kevin Spacey demonstrated that we have learned the lesson that the music industry didn t learn - give people what they want, when they want it, in the form they want it in, at a reasonable price, and they ll more likely pay for it rather than steal it. 9
Give people what they want, when they want it, in the form they want it in, at a reasonable price 10
Lean Forward Lean Back 11
Linear Consumption Non-Linear Consumption 12
Binge Viewing Lean Back Non-Linear Consumption 13
original video programming 14
original video programming TV (video) programming typically unavailable through conventional channels TV (video) programming produced by the network operator (or an affiliation) 15
2011 16
2012 17
2012 18
2013 http://heidiklum.aol.com/category/videos/ 19
2013 http://www.amazon.com/pilot-hd/dp/b00cdbtqcw/ref=sr_1_2?s=instantvideo&ie=utf8&qid=1370622412&sr=1-2 20
2013 21
2013 22
2013 23
2013년 24
2013 TV Online : 78 http://www.buzzfeed.com/charliewarzel/an-exhaustive-list-of-every-new-online-tv-show 25
2014 26
2014 27
YouTube Celebrities 28
Michelle Phan 2006년부터, 구독자 7백만, 10억 뷰 29
Jenna Marbles 2010, 14 10 14, 15 30
LeFloid 2007년부터, 구독자 210만, 2억3천만 뷰 31
YouTube (Multi-Channel) Network 32
http://www.editiond.co.kr/view/28 33
34
35
, TV,, 36
: : : http://mashable.com/2013/04/30/netflixstreamageddon-2013/ 37
YouTube, Hulu 1 http://www.comscore.com/insights/press_releases/2013/5/ comscore_releases_april_2013_us_online_video_rankings%20 38
+ YouTube Studio + Amazon Studios + YouTube MCN + Revenue Model Global Audience Network + Global Ad. Network 39
BuzzFeed Motion Pictures 40
41
monthly views 2013 1 : 2 20 2014 2 : 1 nearly 60% of which happens on mobile devices 42
multi channels BuzzFeed Video BuzzFeed Blue, BuzzFeed Yellow BuzzFeed Violet, etc. 6 43
Native Ad. PPL 44
디지털 뉴스 시장 45
46
newspaper as A technology newspaper as A production technology 47
1 1990 48
1 Positive Returns to Scale = = ( ) 49
2 1990 One Source Multi-Use:, 2000-2003 50
2 :?? : 51
1 (Frédéric Filloux): 25%-35% 30%-40% 52
2 53
3 2005,, : 54
: (transformation) 55
, 56
(Bundling): /,,,,,, (Unbundling): / (URL) (package price) : walled garden : / (Bundle) (Hotelling) :, : 57, +
58
59
: Content is King? YES! BUT There are hundreds, hundreds of Kings! 60
Click-Bait Journalism 61
Click-Bait Journalism Huffingtonpost Buzzfeed 62
63
64
65
1. : 2. : 3. : 4. 66
: +, New Gatekeeper : 67
> http://www.berlinlog.com/?p=1121 68
Why Innovation? 69
2010 70
Mathias Döpfner (CEO of Axel Springer) Every publisher in the world should sit down every day and pray to thank Steve Jobs! 71
Result? Reuters Institute Digital News Report 2014, : 11 NewYork Times Innovation Report 72
37% access news from smartphone each week 73
74
page one centric 75
NewYork Times Innovation Report 76
77
78
79
80
81
Click-Bait-Sites: Buzzfeed, Upworthy, Huff-Post, etc. Robot Journalism 82
83
2012 12+4 84
1 85
2 86
3 87
4 88
5 89
6 90
7 91
8 92
9 93
10 94
11 95
12 96
12+4 97
4 Areas of Innovation 98
4 99
1814 The Times, 1 100
1817 The Times, 7 1855 The Times, 6 1870 The Daily Telegraph, 20 101
,, 102
Content Management System 103
+ + 104
기술혁식 + 형식혁신 + 비즈니스모델 혁신 105