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Innovation Reports - 01/04/2010 Social Video

Social networking sites: Key innovation partners for the TV and video industry

Social networks appear as new video content distribution and promotion channels and provide also innovative community-based solutions to both TV channels and online video services. An analysis of the main trends of social video highlighting how social networks have become powerful partners for both traditional and new audiovisual players.


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Contents
1.      EXECUTIVE SUMMARY
2.      METHODOLOGY
3.      NEW MASS CONSUMPTION PATTERNS,
         NEW LEADERS ON THE WEB
3.1.    Social networking sites have taken usage to the masses and created new Internet titans
3.1.1. Now a major Web activity
3.1.2. A handful of top sites see the most usage
3.2.    Changing video viewing patterns
3.2.1. Booming online video market
3.2.2. Market dominated by YouTube
3.2.3. Viewers are developing a taste for catch-up TV
3.2.4. VOD takes off
4.       WHAT SOCIAL NETWORKS
          BRING TO TV/VIDEO SERVICES
4.1.    Social TV: when the TV set opens to social networking
4.1.1. Internet-TV convergence has arrived
4.1.2. By showing up on the TV, social networks add new value to the viewing experience
4.2.    Social networking tools at the service of free TV/video site users
4.2.1. Social networks allow data portability to third-party sites
4.2.2. Integrating social functions makes it easier to monetize with advertising
4.3.    A new distribution and promotion channel for video content
4.3.1. Video viewing on social networks is on the rise
4.3.2. Video sharing on social networks is initiated by members...
4.3.3. ...but also by media firms
4.3.4. Heightened visibility for TV and video companies and their content
4.4.    VOD recommendation systems: the social graph improves performance
4.4.1. The social graph: ripe with economic potential
4.4.2. The social graph as a new performance driver for VOD recommendations systems
5.       CHALLENGES AND STRATEGIES
5.1.    Television channels
5.1.1. TV channels are losing speed
5.1.2. Confronted with difficulties, channels are betting more on interactive than community features
5.1.3. Channels must become stakeholders in social TV
5.2.    Free online TV and video services
5.2.1. The community features on these sites are rarely those of the existing social networks
5.2.2. Broadcasting content on social networks: the advertising challenge
5.3.    Pay-VOD players
5.3.1. Recommendations systems are increasingly based on preferences
5.3.2. Opinion leaders solicited by recommendations services
5.3.3. Online pay-VOD services are starting to offer social recommendation features
5.4.    Social networking sites
5.4.1. Natural partners for the TV and video industry
5.4.2. Video, a source of advertising revenue for social networking sites
5.4.3. Community solutions for TV and video services: additional revenue for social networks
Key Questions


• How can TV channels integrate social networking sites into their broadcasting strategies?


• Can social networks help free online TV and video services pull in enough additional advertising revenue?


• Will the social graph be a new performance driver for pay-VOD recommendations systems?


• How can social networks gain from these closer relationships with players in the TV and video industry?


• What strategies are being used by the key TV channels, free online TV and video service providers, pay-VOD players and social networking sites?
Players
- ABC
- AT&T
- BBC
- Bebo
- Blockbuster
- CanalPlay
- CBS
- Dailymotion
- Facebook
- Fancast
- Fox
- Hulu
- M6
- MySpace
- Netflix
- TF1
- Twitter
- Verizon
- VUDU
- Yahoo!
- YouTube


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