Editor’s note: This article is from the micro-channel public number “Tencent Media Research Institute” (ID: TencentMRI), Author: Tencent Media Research Institute, 36 krypton release authorized.The original author of this article was Deloitte Touche Tohmatsu Limited, which was translated by Tencent Media Research Institute.In 2020, as television networks and movie companies continue to launch direct-to-consumer streaming services, major companies around the world compete to attract and retain consumers with huge content libraries.Kevin Westcott, deputy chairman of Deloitte Consulting LLP, believes this provides the company with the opportunity to “reorganize” its content library, including a wide range of services-from video, music andGame services to ad-supported (non-subscription) content.On the other hand, telecom operators are facing the opportunities and challenges of building 5G infrastructure-and maintaining (and adjusting) customer expectations for 5G.This article comes from an interview with Kevin Westcott, which presents his predictions and outlook for the global media industry today.01 Where are the growth opportunities in 2020?With the arrival of 2020, it is clear that video streaming will continue to explode.In fact, in Deloitte ’s recent Digital Media Trends survey, more respondents said they subscribed to at least one streaming video service (69%), which is higher than traditional pay TV subscriptions (65%).At the same time, a comprehensive streaming media war is underway, and almost all media companies are seeking to build direct relationships with consumers.It now appears that by mid-2020, all major US television networks and production companies will have independent, direct-to-consumer streaming services.While major movie companies are rolling out their own services, they are recovering content rights from third-party streaming platforms.As a result, it is almost impossible for the platform to unify the content of all major production companies and TV networks.As a result, many consumers in the United States have to subscribe to multiple services in order to watch diverse content, which makes them increasingly frustrated.Research shows that consumers are only willing to pay for a certain number of streaming services.Deloitte ’s digital media trends survey found that consumers have subscribed to an average of three streaming video services, a number that has remained stable for two years.Ultimately, the better and more diverse the content library, the more likely the streaming service will be successful.One way to achieve this is to “re-aggregate” (or re-bind) streaming services-this is the first approach adopted by companies such as Amazon and Roku.Operators can provide highly customized content packages that include streaming of music and games in addition to video.Users can also choose to accept ad-supported videos: watch ads for “free” (non-subscription) content.In China, India, and the entire Asia Pacific region, ad-supported video has become the dominant model for delivering streaming video to consumers.Sometimes it’s combined with a subscription service; in other cases, revenue comes solely from advertising.Advertising is also expected to expand into different service areas, such as games and music, which will bring a lot of revenue to streaming service operators.In contrast, in the United States, most direct-to-consumer videos are pursuing an ad-free subscription model, and Netflix has dominated the US market through this model.However, as more and more TV networks, production companies and technology companies launch their own subscription services, only a few companies can thrive solely on subscription models, and many companies will rely on advertising revenue at the same time.In the end, consumers may choose some “essential” subscriptions.Media companies with substandard content libraries need support for advertising revenue, whether or not they launch subscription services.For other services, operators have two options: either just launch a subscription service or add advertising support.Another advantage of ad-supported video is that it comes with advanced advertising features, including consumer segmentation and targeting, which helps promote effective measurement and campaign management.Of course, targeted advertising relies on the ability of operators to provide consumers with highly relevant services, which requires a deep understanding of customer interests and purchasing behavior.In order to obtain this information, operators should exchange valuable personal data for consumers.Unfortunately, many operators still don’t know how to deal with this challenge.There are quite a few users waiting for changes from operators.For example, millennials spend 29% of their streaming time on free, ad-supported sites like YouTube and Sony Crackle.In contrast, they spend 46% of their streaming time watching content on paid services.Mergers and acquisitions help media companies strengthen their content libraries.However, although we believe that mergers and acquisitions will continue, we do not believe that the number of large-scale mergers and acquisitions has increased in the past few years.At the same time, telecommunications companies and enterprises are still determining what the 5K “killer application” is.With the advent of 5G, entirely new types of applications will emerge.In fact, 5G is currently in the “construction” phase.However, as people learn more about its capabilities and limitations, we are expected to see 5G-based next-generation solutions.The transition to 5G is expected to bring unexpected profits to network, infrastructure and equipment operators.Gartner estimates that by 2020, global 5G network infrastructure revenue will reach $ 4.2 billion, a year-on-year increase of 89%.American Telecom is using unlimited data plans to attract and retain customers.With the advent of 5G, operators will be able to increase download speeds and monthly data capacity without limit.02 What emerging markets will emerge in the media industry?AR and VR technologies haven’t achieved their initial promotional effects, but media and entertainment companies are trying to integrate them into applications and services.In fact, in the past two years, there have been a series of investments in the AR / VR field.Research shows that AR technology has been applied to 1 million mobile devices and is expected to grow to more than 3.4 billion by 2020.In the coming year, we expect that AR / VR will appear in a variety of enterprise applications, especially when users cannot use their PCs.In the field of media and entertainment, AR / VR may be used to: provide highly interactive alternatives to traditional game controllers and keyboards; help companies make more interesting educational programs; complement other tools for training new employees in their daily work; and for audiencesParticipate in interaction to provide an immersive theater experience; improve the experience of visiting museums, art galleries, and theme parks; and make concerts more authentic and memorable.Another area that is expected to continue to grow rapidly is e-sports.Deloitte ’s recent survey of digital media trends shows that professional gaming activities are gaining more and more attention. By 2020, the annual revenue of the global e-sports market is expected to reach $ 1.5 billion, mainly from sponsorships and for 600 million fans worldwideAdvertisement Income.In 2017 alone, marketers provided more than 600 brand sponsorships for esports competitions and events.Legalized sports betting represents a new growth opportunity for telecommunications companies in the media and entertainment ecosystem.In May 2018, the U.S. Supreme Court lifted the federal government’s ban on sports betting, and since that ruling, several states, including New Jersey, Pennsylvania and West Virginia, have legalized sports betting.In many ways, 5G technology and sports betting are tailor-made for each other.5G supports low-latency, high-capacity communications-which is what real-time sports bettors expect.In addition, 5G has been deployed in stadiums, sports bars and other places where gambling may be opened.In fact, the NFL and Verizon Communications announced that at the beginning of the 2019 season, 5G ultra-broadband networks will be installed in 13 stadiums.Media and entertainment companies are also involved.For example, Fox announced an online betting application called “Fox Bet.”In addition, theScore mobile sports application is planning to launch its own mobile sports book starting in New Jersey.At present, many television networks have adopted more conservative approaches, such as developing TV programs for sports betting enthusiasts or uploading betting content in streaming services.In the telecommunications sector, the lack of a competitive broadband market and low penetration of rural broadband are the two topics that regulators and consumers are most concerned about.However, new connection technologies such as 5G fixed wireless and satellite Internet may change this situation.As the speed and reliability of fixed wireless networks increase, it will become the choice of more and more consumers, and market competition will further intensify.In addition, in what some call the “new space race,” SpaceX, OneWeb, and other organizations are developing small, low-Earth orbit satellites that can provide high-performance broadband anywhere on the planet.In addition to opening up access to rural and remote communities, low-Earth orbit satellites will also become essential network infrastructure tools in industries such as energy, mining, transportation and even finance.Telecom companies are also starting to focus on 5G applications in enterprises such as manufacturing, healthcare (such as telemedicine solutions), retail, transportation, and education (such as distance learning).Operators can also use 5G to build private networks.More and more enterprise applications rely on 5G for edge computing.IDC predicts that in the next three years, 45% of the data generated by the Internet of Things will be stored, processed, and analyzed, and applied to the edge of the network.By aggregating and processing data at the edge, companies can save bandwidth, reduce latency, and improve reliability.03 What should companies pay attention to when formulating growth plans?In the coming year, media, entertainment and telecommunications companies have never paid more attention to data privacy and security.Deloitte’s recent survey of digital media trends shows that consumers are still concerned about identity theft, financial loss, and unauthorized use of sensitive data-because many people have experienced these threats directly.In fact, 23% of U.S. households were victims of cybercrime in 2018.As a result, consumers are increasingly demanding control over personal data, just as they have control over home entertainment experiences.Therefore, communication, entertainment and telecommunications companies should strive to create a digital environment, give users a sense of security, and make brands a natural advertisement.This is especially true in the social media space, where some platforms are using artificial intelligence solutions with experts to remove spam and other offensive content.Another focus in 2020 is increasing antitrust against large technology companies.For example, the U.S. Department of Justice and the U.S. Federal Trade Commission have launched multiple antitrust investigations against large technology companies.In the coming months, as regulators step in, tech companies need to prepare for a wave of scrutiny.All media, entertainment and telecommunications companies should also deal with increasingly stringent censorship issues worldwide.The GDPR (General Data Protection Regulation) is the first major regulation that requires US technology companies to re-examine how they conduct business and store consumer data.Since then, global regulators have taken a series of actions against US tech companies.In the EU, for example, it has developed its own laws to investigate large technology companies.It is expected that in 2020, its review intensity will only increase.In the coming year, telecommunications companies should adjust user expectations for 5G.5G has been hyped for a long time, so consumers’ understanding of the true value proposition of 5G is very important now and in the future.For example, in terms of the role of 5G in enabling autonomous vehicles, users should understand that from physical infrastructure (microcellular, antenna, backhaul, fiber optics) to contract agreements, this includes many elements.Interestingly, despite the strong support from operators and ecosystem companies, few public institutions and organizations have expressed interest in 5G.Their problems are often technical, while more people focus on public safety and health issues.In terms of technology, the biggest challenges are the high frequency bands and millimeter waves of 5G: their coverage is often limited and their penetration rate is low, which hinders some pilot tests.Another problem is that some 5G devices have overheated during use.With the massive rollout of 5G and the launch of many top streaming services (OTT), 2020 is expected to be a groundbreaking year for the media, entertainment and telecommunications industries.Opportunities are everywhere for those who take advantage of the trends we emphasize while keeping a close eye on the changing environment..

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