Roland Berger Web TV Study

September 6, 2008

(Click to enlarge)

This study was released a few weeks ago and is really worth reading. It is published by Roland Berger Consulting and is titeled “WebTV insights and perspectives – A web 2.0 phenomenon is coining new TV usage patterns

Very useful for all of you who need some inspiration for questions like… What is behind the current WebTV drive? Who is watching WebTV and how can the audience be monetized? Is it a temporary phenomenon or will WebTV establish itself as a real alternative to “traditional” TV and IPTV?

In short, some key findings of the study:

– WebTV is a mainstream online application and plays a key role in web entertainment.
– The WebTV audience is commercially very attractive if you are able to target a niche market.
– While UGC is still far from drowning, premium content offerings are on the rise.
– The majority of WebTV offers will probably remain free in the future.
– Web TV will quickly move to mobile devices.
– Through new devices WebTV is becoming an integral part of the living room entertainment sphere.
– WebTV will benefit from differentiating factors like interactivity, on-demand accessibility, as well as extensive communication and personalization features.
– WebTV is likely to converge with IPTV in the long run.
– Operators and traditional media companies must react now in order to keep WebTV companies from establishing their brands in the minds of the consumers.

For me, one  important insight of the study is that users, and particularly teens, use WebTV servicesas a form of social interaction. As a consequence, more and more large online communities grow around the basic content services. So the context (like social interaction, or editorial information) of TV content or Web TV services will get a very important “intangible” feature to differentiate from competitors.

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