The OTT Virtual Summit 2020 is the defining event discussing The Future of Video Streaming in Asia. It will see conversations around 7 subject matters that are particularly relevant to the video streaming industry today.
The OTT Virtual Summit 2020 is FREE FOR ALL AVIA MEMBERS.
AVIA: John, can you tell us more about your role as APAC Investment Director in GroupM and what that role encompasses?
John: I work within the APAC regional Investment team at GroupM. The role of the investment team is to work and partner with media and technology partners across the region and with local partners. These partnerships are in place to ensure our clients are getting access to the most innovative opportunities to unlock growth for their business. I focus primarily on the partnerships with the regional digital media vendors.
AVIA: Does OTT exist within the modern media plan and how do you see it developing as an advertising opportunity? Is it considered more like TV ads or digital video ads?
John: Historically, traditional (linear) TV has been consumed on a large screen in the living room. We are now seeing consumption move to new devices like mobile, tablet etc and through new OTT platforms such as iflix and Viu. Despite OTT being consumed on a different device, it is our belief that it still a similar experience to watching linear television – a lean in immersive experience. Therefore, OTT should be considered an extension of a TV plan rather than considered a “digital” buy. Linear TV is still (rightly) the backbone of media plans due to its ability to reach a huge amount of consumers very rapidly. However, OTT can exist as a line item on a TV plan (the same way pay TV does) that helps add incremental reach or through more focused targeting using data enhancements.
AVIA: What are content owners and publishers in the US or Europe doing that we should be adapting here in Asia?
John: A lot of the broadcasters in US or Europe are asking their users to register before accessing their content. This is allowing them to build up strong deterministic data sets that they previously did not have. The broadcasters that are doing well are the ones that are able to share certain user signals in a privacy compliant way (e.g. hashed ID’s) allowing advertisers better levels of targeting on their addressable TV campaigns.
Other broadcasters who have been successful are the ones that are thinking about how digital technology can help enhance the linear TV advertising experience. A great example of this is Sky in the UK. Their Adsmart product uses data from the set top box (and other data sources) and ad interception technology to allow different ads to be served to different households during the linear broadcast.
AVIA: Does premium content deserve a premium CPM or is it simply a question of reach? Or do you look at Cost per ratings points (CPRP) rather than just reach?
John: The term “premium” is generally a reference to the amount of money spent on the production of a piece of content E.g. it costs a lot of money to produce an episode of Game of Thrones (GoT) versus uploading a home video on YouTube therefore GoT is considered more “premium”. However, advertising is about delivering business or marketing outcomes for clients, not about the cost of production to the media owner or channel creator. The unit price a client is willing to pay for an advertising position (within any media channel) is linked to the ability of that impression, spot, page or panel to deliver an effect to their brand. It is up to the content producer to demonstrate the outcome it is delivering to the advertiser to justify any premium of the unit price.
AVIA: Do OTT and video ads currently bear the same performance and conversion goals of typical banner ads and Google searches?
John: They really shouldn’t. TV (which includes OTT) is about “watering the tree” to allow it to grow and bear fruit. Search is about “picking the fruit” from the tree when it is ripe.
AVIA: Today’s measurement metrics for linear tv and streaming are entirely different. Do you see a path to convergence and common currency?
John: I am not aware of any market in the world that has a converged currency (although I could be wrong) Australia has made great strides in creating VOZ (Virtual Australia) which brings together viewing on TV sets (OzTAM and Regional TV audience measurement (TAM) TV ratings) and connected devices (OzTAM’s Video Player Measurement (VPM) Report) to provide all-screen, cross-platform planning and reporting for Australia’s television industry. However, I believe there is still a bit work to go on this and it will only cover Broadcast Video on Demand (BVOD) channels and not all Advertising-based Video on Demand (AVOD).
AVIA: How would you describe iQIYI to people who have not used the service?
Xianghua: iQIYI aspires to become a technology-based entertainment giant that brings fun and joy to people and their families. The company continues to invest in technologies and original content, in order to provide users with a seamless and high-resolution viewing experience, as well as rich and premium content. Our services include both free and paid membership systems, allowing users to have the option of free viewing or paying for a better viewing experience, based on their demand. In China, we bring happiness to 180 million users every day, and we are hoping to bring the same happiness to more users outside of China.
AVIA: Why have you decided now is the time to expand outside China and which markets are you prioritising?
Xianghua: Internet services are naturally global. Before iQIYI announced its expansion overseas, users around the world have already been enjoying iQIYI’s services by downloading the iQIYI App through App Store and Google Play, or visiting the iQIYI website on their PCs – hence there were already many users outside of China using iQIYI back then. We now additionally provide local language interface and subtitles, so that users around the world can better enjoy our services.
Technological innovation has also been a huge driving force for the rapid development of online video platforms and the expansion of the video-led entertainment industry. In terms of content, iQIYI has recently produced various original content such as Story of Yanxi Palace, Burning Ice and The Thunder, which have been well-received both by reputation and by ratings in the overseas markets.
With our confidence in technological innovation and content popularity, we believe that Asian culture is the next global phenomenon after Hollywood culture. At present, iQIYI has provided entertainment services to countries and regions including Malaysia, the Philippines, Singapore, Indonesia, Vietnam and Thailand. Last November, we rolled out localized services for the first time in a foreign market by partnering with Astro, Malaysia’s leading media brand.
AVIA: Last year, iQIYI achieved the 100-million-subscriber milestone. What is your subscriber acquisition strategy?
Xianghua: First of all, our services are a membership system, not a subscription system. Under the membership system, members pay more attention to what experiences and benefits we provide. Therefore, from the first day iQIYI started its membership business, our focus has been on providing better experiences for our members, which is our unwavering commitment. These experiences include earlier access to content, access to more content, better audiovisual effects, meeting their idols who star in our content, etc.
Other content-unrelated membership benefits include dining discounts and joint membership. We hope our members can achieve a sense of convenience, eminence and prestige through iQIYI. Take our original dramas for example, we update 6-8 episodes every week, users can watch them for free, but members can have a week’s earlier access to next week’s episodes.
AVIA: iQIYI operates a hybrid of AVOD and SVOD models. How do you see these two models developing and is there a priority between the two?
Xianghua: The free-and-paid business model is more suitable for countries where people have varying living standards. Some people don’t want to pay for content yet, so we provide them with free services but with advertisements; some people are willing to pay for better viewing pleasure, so we offer them such services. Our business model gives users more choices so that everyone can enjoy our services. In addition to the free-and-paid business model, we also have a diversified monetization model including gaming, live streaming and IP derivatives.
AVIA: With the current COVID-19 pandemic situation, what trend is iQIYI seeing for the China market? How is iQIYI dealing with the unexpected during the crisis?
Xianghua: The Coronavirus outbreak resulted in the wide adoption of shelter-in-place and accelerated the evolution of users’ entertainment behaviour and paying habits. In response to the pandemic, we have taken a series of measures to ensure the availability of high-quality entertainment content to cater to the needs of users who are confined at home. In the meantime, we hope the pandemic could end soon.
In January 2020, we introduced the “early-access transactional on-demand mode” in an effort to balance the interests of users, film producers and platforms. It allows users to view latest releases online at a moderate price, while also enabling film producers to obtain greater revenue by establishing more distribution channels. We as a platform also benefit from it by being able to provide more high-quality content. So far, Enter the Fat Dragon and Knockout are films that have been released on iQIYI through this mode. Through this mode, we hope to serve users and film industry partners in the long term while also overcoming current and future challenges.
We also observed that some of our users were transferring their offline entertainment activities to online. During the COVID-19 outbreak, we launched multiple films which were originally planned for theatrical releases. We then hosted Spring online screenings in partnership with Beijing International Film Festival (BIFF), allowing movie-goers to enjoy a film feast through just a click. 32 films were screened including Academy-award winning films Marriage Story and Judy, the Golden Globe-nominated film Bombshell, to name a few etc. In addition, in response to lifestyle changes during this period, we have optimized our platform’s release schedule by pushing forward releases of content including The Chinese Doctor and The Great Ruler.
We also rolled out a new series of original variety shows that are filmed and produced through “cloud recording”, in which celebrity guests take part in karaoke, work-out challenges and games by filming remotely in their own homes. This provides users with relatable yet diversified entertainment options when they stay at home. Moreover, due to the delay of nationwide school openings, we have cooperated with Sichuan Radio and Television Network to launch 13 livestreaming channels that contain courses for primary, junior and senior high school students in Sichuan province through our Shu Little Fruit Set Top Box. The channels also consist of a special section which offers recap videos that are automatically cut and edited by AI technology, and categorized based on grades and subjects. By combining livestreaming and on-demand videos, iQIYI enables students to adopt a more flexible and efficient approach to learning new courses at home.
|Time||Day 1 : 29 June|
Louis Boswell, CEO, AVIA
|09:35||Streaming Video’s Future with the Impact of COVID-19
The pace of change for OTT video globally is rapid and new trends are emerging constantly. With the COVID 19 crisis and consumers turning to streaming platforms in droves, this change has been accelerated like never before. This opening presentation will address new consumer insights and analytics reports leveraging the AMPD Research Platform. Anthony Dobson will take us through the impact of COVID 19 on video and gaming consumption, monetization in key Asian markets and what the key take-aways are for industry stakeholders.
Anthony Dobson, VP, Media Partners Asia (MPA) & MD, AMPD Research
|09:55||Thought Leaders' Talk: Setting the Stage for Streaming
A decade since it started, online streaming entertainment is in a crucial phase. Media companies are looking to meet consumers where they are -- online -- and in some cases, use their own pipes to deliver content -- to not just TVs, but tablets and smartphones. In this opening session, industry leaders will share insights on why this space is exciting, and the innovations and partnerships that can change the future of media.
• Simon Robinson, President of APAC, Discovery Asia Pacific & CFO International, Discovery International
• Tony Zameczkowski, VP, Business Development, Asia, Netflix
• Helen Sou, Chief Business Officer - Asia, Viu
• Clément Schwebig, MD, WarnerMedia Entertainment Networks, Southeast Asia, Pacific and China
With Louis Boswell, CEO, AVIA
|10:30||The Next-Gen Proposition for the Home
Today’s home entertainment ecosystem still sees life revolving around set-top boxes and remotes. How will this landscape develop over the next 2 years in Asia? How can telcos, content providers and technology companies streamline the user experience for consumers and deliver apps and games? What impact will Android TV and other platforms have on the home and what are the security and privacy challenges that come with it?
• Mustafa Kapasi, Chief Commercial Officer, M1
• Keith Huang, VP of Pay OTT, PCCW Media Group
• Abhijit Navalekar, Director, Chief Strategy & Business Development Officer, PT. XL Axiata
With Virat Patel, MD, Pioneer Consulting Asia-Pacific
|11:10||End of Day 1|
|Time||Day 2 : 30 June|
Louis Boswell, CEO, AVIA
|09:35||Telcos Talk: Beyond the Dumb Pipe
Telecom operators are forced to spend huge sums to upgrade their bandwidth and network infrastructure, with no certainty that customers will pay for it. This is more true than ever as we enter the age of 5G. One strategy is to continually develop new services and this is where video is vitally important for the future of operators. Operators have a big opportunity here, but how can they make money out of this traffic? Are they getting value from these video services? Is it a more difficult game to play? Are they doubling up or down on their investment in video, with the increase in consumption as new ways of working are now developing around the region?
• Nikko Acosta, Senior VP, Content Business and Product Management Globe Telecom
• Yann Courqueux, VP, Home Product, Consumer Business Group, StarHub
• Emily Wee, CEO, TM Net
With Monty Ghai, Founder and CEO, Brandwith
|10:05||Going D2C: The Challenges and Opportunities for Video Companies
Going direct-to-consumer (D2C) is very much becoming the norm for video players, but what is that journey and how is it evolving? What are the technological challenges and what are the business challenges? Is the path to sustainable monetization clear and is it better to be a champion in one market or must you go regional to survive? Leaders of 4 key players from very different backgrounds compare their journeys and insight into what success looks like.
• Christian Toksvig, Head of OTT, Astro
• Ali Hussein, CEO, Eros Now
• Niharika Singh, VP and Head of Product, ONE Championship
• Esther Nguyen, Founder & CEO, POPS Worldwide
With James Miner, CEO, MinerLabs & Video Assure
|10:35||The Importance of CDN with Exploding Demand for Online Video Post COVID-19
We are witnessing unprecedented growth of video consumption during this year of uncertainty and change, but consumer expectations of the quality of service delivered remain high and are probably increasing. In this session, our video delivery expert shares market trends and explores the ways your business can meet audiences' increasing expectations for high-quality viewing experiences by utilising a variety of options to tackle latency and performance issues in your video workflow.
Charley Thomas, Director of Solution Engineers, APAC, Limelight Networks
|10:55||In Conversation: Connecting with Consumers During COVID-19 and Post-COVID
With so many people locked down in some shape or form over the preceding months, video streaming services have seen a sharp rise in viewership but have also been offering more free content to attract customers. In this session, we will find out how ZEE5 is connecting with their customers during this period of lockdown. Production has all but halted around the world – how does this impact ZEE5 where local content has been playing a huge role in its strategy? Has there been big growth in new subscriber uptake and if so, how is ZEE5 planning to retain this group of new audiences moving forward?
Tarun Katial, CEO, ZEE5 India
With Shad Hashmi, SVP, Digital Services Global Distribution, BBC Studios, Co-chair, AVIA OTT Group
|11:15||Regulation of Online Video Platforms – No More Flying Beneath the Radar
The COVID-19 pandemic has drawn lots of attention to the streaming video industry – because so many people are consuming more and more of our services! But that leads policymakers to consider ever more insistently whether the industry is adequately regulated and fairly taxed. There are new proposals floated constantly for licensing, content controls, production mandates, and even infrastructure finance. A panel of experts talks about why some governments see the industry as partners, and others as the goose that has now grown fat enough for slaughter. Can Asia find a way to balance requirements? Or will governments kill the goose, and just give the wires over to the pirates, who “can’t” be regulated?
• Nicole Chan, Vice Chairperson,Digital Transformation Association, former Chairperson, National Communications Commission (NCC), Taiwan
• Prof. Kyung-Sin Park, Director, Open Net Korea, Professor, Korea University Law School
• Dr. Peter Lovelock, Director, TRPC Singapore
With John Medeiros, Chief Policy Officer, Asia Video Industry Association (AVIA)
|12:05||End of Day 2|
|Time||Day 3 : 2 July|
Louis Boswell, CEO, AVIA
|09:35||Keynote Conversation: iQIYI's Global Growth Plans and Content Transformation
In this session, we explore iQIYI’s roadmap for the next 2 years, and how it intends to target and drive new sources of growth for original content at home and abroad. How is this changing the way they work with new and existing partners? How does the use of AI technology reduce production costs and improve and expand on monetization opportunities?
Yang Xianghua, President of Membership & Overseas Business Group, iQIYI
With Louis Boswell, CEO, AVIA
|09:55||The Future of Content Distribution & Acquisition
Digital marketplaces are quickly becoming the new normal for content acquisition and distribution in the age of social distancing. Vuulr's digital content marketplace allows buyers and sellers worldwide to negotiate directly and close deals digitally within days. In this session, we will address the digital transformation of content acquisition and distribution and how buyers & sellers alike stand to benefit from an increasingly borderless content economy.
Ian McKee, CEO, Vuulr
|10:10||Addressing Challenges in Billing & Payment in Asia
The shift to subscription models is happening across all industries, but nowhere is it happening faster than in the video industry. Today’s consumers have new expectations and preferences on how they want to purchase and take advantage of video products and services. We explore how companies are addressing these new expectations of consumers. What are their growth strategies? How do they price, bill, collect fast cash, reduce churn and leverage on metrics to make swift decisions?
• Filippo Giachi , MD for Asia Pacific, Docomo Digital
• Varun Mehta , Country Head - Indonesia, Viu
With Virat Patel, MD, Pioneer Consulting Asia-Pacific
|10:35||Winning Back Subscribers: Coping with Churn in OTT
As the video streaming market becomes fragmented, OTT providers are increasingly intent on developing strategies to retain existing subscribers and acquire new ones. There is no time more critical than now as platforms see a surge in subscriptions as a result of the pandemic crisis. This panel explores the factors driving OTT subscription service uptake, duration, and churn. Panelists share insights on the incentives and best practices that can help best retain current customers and acquire new ones.
• Sushant Sharma, VP APAC, Conviva
• Greeny Dewayanti , CEO, Genflix
• Anil Nihalani, Head of Digital Products & Technology, Mediacorp
• Jay Ganesan , SVP & Regional Head, APAC, MediaKind
With Unmish Parthasarathi, Founder, Picture Board Partners
|11:05||One Step Ahead: OTT Essentials
Consumers are streaming more than ever before, and it is clear that a good proportion of TV business is moving online. In this session, Greg Armshaw outlines how to build a business in the extremely complex and competitive markets in Asia, looking at the fundamental financials of an online TV business, and exploring the revenue streams available to operators in this age of Fast Moving Consumer Video.
Greg Armshaw, Head of Media, Brightcove
|11:25||Closing Remarks & End of Day 3|
|Time||Day 4 : 3 July|
Louis Boswell, CEO, AVIA
|09:35||Buy Side Talk: What does the Future of the Video Buy Look Like?
As the digital landscape continues to fragment, advertisers are looking for more ways to reach customers with personalised messaging that drives longer lasting impact. The dramatic shift to digital is spurring a new wave of investment in OTT and TV advertising. In this session, we hear from the buy side on how the shift towards OTT will change their buying strategies. How is this set to change in the next year? Measurement standards: how do buyers maximize revenues and drive measurable business outcomes? What are some of the best buying practices? Looking ahead: What is the big picture?
• John Miskelly, APAC Investment Director, GroupM
• Laura Quigley, SVP, APAC, Integral Ad Science
• Matt Harty, SVP of Asia Pacific, The Trade Desk
With Jason Barnes, Chief Revenue Officer APAC, PubMatic
|10:05||Advertising vs COVID-19: Woes or Wins?
While the industry is coming to terms with the seismic changes being caused by the coronavirus pandemic, there is still a great measure of uncertainty around how media and advertising will be affected. What we do know is that advertising spend is driven by consumption, consumer confidence and GDP. During this period, TV and online video consumption has never been higher but advertisers and brands have cut their budgets. Is this a missed opportunity? And when life returns to greater normality will pent-up demand see an opening of the advertising floodgates, or are we saying changes that will be longer lasting?
• Rochelle Chhaya, COO, OMD Asia Pacific
• Gavin Buxton, MD Asia, SpotX
• David Porter, VP Global Media - Asia Pacific & Africa, Unilever
• Varun Mehta, Country Head - Indonesia, Viu
With Ranji David, Director - Asia Pacific, Marketing Services, World Federation of Advertisers
|10:35||Cross Industry Innovation: The Way to Engage with Consumers
Consumers call the shots. That is the reality of the digital economy. Engaging with consumers in new ways while also re-engineering the businesses around rapidly changing needs, attitudes and behaviors are essential in today’s world. In this discussion, we hear directly from the experts on their customer engagement strategies, and how they are enhancing their customer experience, to foster brand growth and loyalty.
• Darrell Nelson, Head of Culture & Content, Havas Group
• Vinitra Chaudhuri, Director, Digital Engagements, Media and Connection Planning, ASEAN, The Coca-Cola Company
• Gourav Rakshit, COO, Viacom18 Digital Ventures
• Aaron Pearce, MD APAC, Virtue
With Sunil Yadav, Founder & Managing Director, Pixels2People.co
|11:10||End of OTT Virtual Summit|
|Piracy Over the Top
Disrupting the Ecosystem and Migrating Consumers back to Legal Services
23 – 24 June 2020 | 4pm – 5.30pm (SGT)
Key topics will include:
The Piracy Over the Top virtual seminar is Free for all AVIA members.