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Streaming What Makes Content Successful
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00:01Hello everyone, bonjour. I hope you can all hear me well. Yes? Perfect.
00:09So, yes, today my topic is what makes content successful.
00:15I hope I will give you enough tips to create the next big hit.
00:21My name is Maria Ruaghete, Senior Director at Omdia.
00:25Here is my email because I can tell you now there is a lot, a lot of data here.
00:30So, if you want the deck, email me, maria.ruaghete at omdia.com
00:34or you can find me on Twitter, LinkedIn, social media.
00:39Omdia is a big company connecting the dots across the whole ecosystem.
00:45We are part of the group Informatech.
00:47We organize lots of events.
00:49We have lots of data, analysis, market intelligence, across artificial intelligence, devices,
00:56media and entertainment, videos, cinema.
00:58Basically, we cover everything.
01:02What I'm going to discuss today, I'm going to touch in what makes content successful.
01:08But for that, we need to start what is happening in the video landscape,
01:13what is happening in the streaming world.
01:15And then I want to focus on two topics.
01:18Games IP, that is such a hot topic right now.
01:21And the whole thing about advertising, free content and fast channels.
01:27Let's start with a market overview.
01:30So, globally, when we look at the world, in the media and entertainment space,
01:35the number one source of revenue is advertising.
01:40Video advertising.
01:42More than 200 billion dollars in revenue this year, 2023.
01:47Pink line there.
01:49It will be the number one source of making money in the video space.
01:54Pay TV, as you know, is declining in many countries and globally as well.
01:59But what is very exciting is that red line, games.
02:03There is a lot of money coming from games.
02:06More than from streaming online video.
02:10More than from all the Netflixes, Amazons in the world.
02:13Hence, there is a lot of crossover at the moment with video companies launching games and vice versa.
02:20And then, at the end, 50 billion, we have cinema and the music industry.
02:26So, when we speak about globally, in terms of subscribers, yes, the growth comes from online, from all the Netflixes,
02:34from all the Disney+,
02:36but the revenues are still with pay TV operators.
02:40The blue pillar there.
02:42Although, it's declining.
02:46This can look a bit complicated chart, but what it tells you is, even if you are Netflix, you need
02:52to partner with a telco in every country you go.
02:55You cannot play solo.
02:56Every streamer in the world needs to partner with a pay TV operator.
03:01And who is the number one player in the world in the pay streaming video service?
03:06Netflix, without doubt.
03:07Many people think, oh, they have problems, they are not allowing to serve passwords now.
03:13Doesn't matter.
03:14People still love Netflix.
03:16More than 230 million subscribers around the world love Netflix, followed by Disney+, and Amazon Prime.
03:24These three have more than 30% of the whole subscriptions in the world.
03:31But when we put the free advertising video together with pay, the story is very different.
03:37Look at TikTok there.
03:40TikTok alone generates more revenues than two times Netflix.
03:46Or in other words, TikTok generates more revenues in advertising than the whole YouTube and the whole Netflix together.
03:55Did you know that?
03:57Hence, everyone in the video space, even if they want or not,
04:01should be talking to social media platforms like TikTok if they want the content to reach eyeballs.
04:08In fact, this chart again shows you for under 35-year-olds what are the most popular services in these
04:19four countries.
04:20We do this survey with Ipsos, it's our partner, and you can see in these five countries, US, UK, Mexico,
04:27France,
04:28TikTok always in the top five of the most favorite video services.
04:34So it doesn't matter if the content is generated by consumers,
04:37it doesn't matter if it's cats and dogs, or women putting lipstick,
04:40people love watching TikTok more than many times, even Netflix.
04:46So very popular.
04:49So what makes content popular?
04:53Okay, money is important.
04:55We need to invest in a good series, but not necessarily the series with more expanding in the series is
05:02the one more popular.
05:04Squid Game, really popular.
05:06How many people watch it here?
05:09Almost all of you?
05:1121 million just for one season.
05:15But did you know La Casa de Papel was three times less?
05:18Season one was only, we can say only, 8 million, three times less.
05:23How many of you watch La Casa de Papel?
05:27Great.
05:28So it was not really a huge budget, and season one broke records all around the world.
05:34This series that was not even popular, that popular in Spain, worldwide, was a massive hit.
05:40And this is a trend we see.
05:41Local content now travels well.
05:43Thanks to this hit, because La Casa de Papel, many broadcasters didn't want it.
05:49These two Spanish who would like to watch this around the world.
05:52There you go.
05:52People wanted to watch it.
05:55So here I'm putting more statistics.
05:57I told you there is a lot of data correlating how many subscribers watched a series and how much money
06:03was spent.
06:05And then the world of movies, look at these two.
06:07More than 200 million for Red Notice and The Gray Man.
06:10But again, lots of viewers.
06:13But very comparable with hits like La Casa de Papel or Squid Game.
06:18So, of course, investing in originals is really important.
06:22For Netflix, this is the most viewers come from their own originals.
06:27They are expensive, but there are reasons why they are investing.
06:30It's the reason to keep subscribers in their platform.
06:35And which genres should we be producing?
06:38What people like?
06:39People love drama.
06:41This is a partnership with our friends from Plum Research.
06:43And after drama, you can see comedy and very interesting crime, thriller, mystery.
06:50Why?
06:51Especially after the pandemic, where everything was uncertain.
06:54Where is the end of this virus?
06:56Is this virus here?
06:57Nobody knew when the end is coming.
06:59When you see a thriller or a mystery murder series, there is a murder, there is a crime, there is
07:06a detective.
07:07The crime is resolved.
07:08You find an end.
07:09So now, more than ever, crime is really popular.
07:12People love to find an answer.
07:15And it's a topic that travels well around the world.
07:18Killing a person in one country translates very well everywhere else in the world.
07:23Very topical as well is documentaries.
07:27Especially documentaries about sports.
07:30We saw as well after the pandemic, there was a huge interest following the lives of others.
07:36If those others were sports celebrities, even more.
07:39And especially because those celebrities couldn't play because during the pandemic they were at home,
07:43there was an increased number of series about the lives of these people.
07:47Even the wives of these people, the children of these people, the affairs of these sports players.
07:52And this trend is still now and is very, very popular.
07:57In the next five minutes, I need to tell you about two other topics.
08:00Games.
08:01Why is games so important?
08:03Games IP.
08:06Game IP is not something new.
08:08It's not the first time there are a TV series or a movie based on a game.
08:12But it has been multiplying more than 50% in just one year last year.
08:16Why?
08:20This chart explains why.
08:23All those bubbles tells you how much people love those TV series or those movies.
08:31And I can tell you, the movies made in the 90s and the 2000s, people hated them.
08:36The quality was bad.
08:38Tomb Raider got a score of 5 out of 10.
08:40Mortal Kombat 3 out of 10.
08:43The quality of those adaptations was not good.
08:45People did not like it.
08:48Purple, light purple, pink are TV series.
08:52Light or darker blue, it's movies.
08:56And you can see movies always rank lower than TV series.
08:59Many people say it's because a game translates better into a TV series than a game.
09:04But now we have series like The Last of Us, The Witcher.
09:08People love them.
09:09As a result, there is a huge investment in that type of content.
09:12movies, you all have heard about movies like Warcraft.
09:16It was a massive hit, especially in China.
09:19Millions, 1.5 billion in revenues.
09:24And characters like Pokemon, Super Mario, they are the most popular IPs in order to be exploited in theatrical.
09:33Who are the gamers?
09:36What do you think is more popular?
09:38Games or cinema?
09:39Who thinks games is more popular than cinema?
09:44You are all very clever because you are right.
09:46Although I was very surprised because I didn't realize the difference is so huge.
09:49But for every single age group, there are more people playing games than there are people going to the cinema.
09:56In every age group, in every single country in the world.
10:01Here in France, you can see 18, 24-year-olds and people above 55, they all play games more than
10:10going to the cinema.
10:11Which tells you how loyal these people are.
10:15People that they like games.
10:17Again, the chart can look complicated, but you can send me questions after this.
10:21Those people that they play games are also people that they watch more TV series, they go most to the
10:26cinema, they consume media more.
10:28That's why if you do any content based on a game IP, success is almost guaranteed if you do it
10:34well.
10:36And yes, games is not something about men only.
10:39Women in mobile, in the UK and Germany, they are more players than men.
10:44So there are lots of more women playing games in these countries than they are men.
10:48When you look at consoles, it's true that it's still more male-dominated.
10:52But the differences are not really that huge.
10:55So games is something that attracts men and women.
11:00The Last of Us and Stranger Things.
11:02Very quickly, as you all know, it was a game.
11:05It became a massive hit.
11:07Why?
11:08People love that game.
11:09The storytelling is fantastic.
11:11They invest in very good actors.
11:12And most important thing, the game's writer was involved in the TV series.
11:17So it was very genuine.
11:19It was very authentic.
11:20They didn't destroy the content of the game.
11:23Many more TV series will be launched this year.
11:27Thanks to the popularity of The Last of Us.
11:29And of course, lots of movies.
11:31We already have Super Mario.
11:33We will have many more coming soon.
11:36It can be vice versa.
11:37Famous TV series, Stranger Things.
11:40And then they decided to launch a game.
11:42Again, there is a correlation between the episode on TV and the number of people playing the game.
11:48One helps the other.
11:52So all the streamers are investing like crazy.
11:54The number one, again, in the world was Netflix doing this kind of content.
11:58They had lots and lots of TV series.
12:01Castlevania, Arcane.
12:02Lots of content based on games.
12:04And now everyone else is following Netflix.
12:06Prime Video, HBO.
12:08So I have here a red light, meaning I have two minutes to tell you how important is the cross
12:14-media promotion, books, games, e-commerce.
12:18The world of games is not really games anymore.
12:21It's a whole ecosystem where inside the game you can watch a movie, you can play a concert, you can
12:26interact with others, you can buy things.
12:29So it's super important to make money, especially for a young set and for younger audiences.
12:36Japan is in another level.
12:38Japan is in another level because when they launch a TV series, everyone comes together to do the TV series,
12:44the concert, the merchandising.
12:45This is about some women that look like horses.
12:49And all the Japanese companies come together to launch everything all in one go.
12:54There is a lot of games IP still not being exploited.
12:57So if you want to make money with a big hit, pay attention to these titles that I can send
13:03you by email.
13:04And finally, how many of you have heard about fast channels?
13:10Not many people.
13:12It's a hot topic in the video industry.
13:14We say future is hybrid because everyone wants to be involved in advertising.
13:19Everyone wants to make money through advertising, including Netflix, including Disney, including everyone.
13:26What are these fast channels?
13:27Everyone is talking about it if you work in the video industry.
13:31And fast channels are the new free collection of linear channels that you can now have when you buy your
13:36smart TV.
13:36All the Samsung TV Plus channels, the Roku channels, Pluto channels.
13:40They are channels that you can find in your smart TV and they are all free.
13:45This is a super hot topic right now.
13:48These are the big brands behind fast.
13:50It's going to generate 13 billion in 2018.
13:54So lots of money behind this.
13:57Although, again, if we put TikTok, everything else in the world becomes tiny, even fast channels.
14:03The world is very complicated.
14:05This slide tells you all, everyone wants to make money through video.
14:09People that were making TVs like Samsung, now they make more money selling advertising, selling content in their TVs.
14:15It's not selling the hardware.
14:17They don't make money selling the hardware.
14:19Hardware is expensive, but they make a lot, a lot of money selling content, advertising.
14:25So if you're a content owner, you need to be involved with them.
14:29And, of course, you have the usual players, Disney, Netflix, the broadcasters.
14:34The world belongs to those who make more friends between all these logos here.
14:39You need to make friends, although everyone at the same time can be a competitor.
14:45Summary.
14:47First channels, hot topic in the industry because it's a good way to monetize all content.
14:52So now you will see many channels based on very old content, very old series, because people want free content.
14:58Games, games IP, super important.
15:01Fans are very loyal.
15:02If you do a movie or a TV series based on a good games IP, success is guaranteed.
15:07Sports documentaries.
15:09And it can be a local sports celebrity.
15:11You don't need to do the life of Messi.
15:13You can do the life of a local player in your country because your country would like to watch it.
15:19And scripted.
15:20Again, cooking shows, reality shows, dating shows.
15:23People are obsessed with dating shows at the moment.
15:25And very important, authentic local content.
15:28I don't believe in the whole thing of global content.
15:32Think about global.
15:32No.
15:33If you produce content local, make it authentic.
15:36That was the reason of the success of Moni Hayes, La Casa de Papel.
15:40They didn't thought about the world.
15:41They thought about Spain.
15:42It was very genuine.
15:44It was authentic.
15:45Then at the end, probably, they changed a bit.
15:47They invested more.
15:48But I do prefer the first seasons where it was that authentic.
15:53Thank you.
15:53I told you there was a lot of data.
15:55I hope it was not overwhelming.
15:57If you need anything, email me and I will send it to you.
16:00Thank you.
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