Alan Wolk

Television is the last mass medium to be disrupted by the Internet. Given the intricacies of the industry, it's also going to be the most resistant to change. Alan Wolk, an industry veteran and longtime analyst and observer, lays out how the television industry is adapting to the digital era, explaining what's really happening in a tone that will appeal to laypeople and insiders alike. In the first section, Wolk takes us through how the industry works today, focusing on how the various players… Show more

Television is the last mass medium to be disrupted by the Internet. Given the intricacies of the industry, it's also going to be the most resistant to change. Alan Wolk, an industry veteran and longtime analyst and observer, lays out how the television industry is adapting to the digital era, explaining what's really happening in a tone that will appeal to laypeople and insiders alike. In the first section, Wolk takes us through how the industry works today, focusing on how the various players actually make money and who pays who for what. The next section deals with the changes that are taking place in the industry today–everything from time shifting to binge viewing to cord cutting–and how those changes are starting to create some seismic shifts. In the final section, Wolk reveals his predictions for the future and what the industry will look like in ten years time. Show less

The delivery of OTT TV — that is, long-form, professional-produced video content delivered over the Internet — is making significant inroads, with more than half of adult broadband users now engaging a fee-based OTT TV service on their home television. Despite this trend, the networks, advertisers, and MVPDs involved cannot agree on a single system of measurement, thus preventing OTT TV viewing from being fully monetized.

Not surprisingly, OTT TV advertising is a bit of the hybrid… Show more

The delivery of OTT TV — that is, long-form, professional-produced video content delivered over the Internet — is making significant inroads, with more than half of adult broadband users now engaging a fee-based OTT TV service on their home television. Despite this trend, the networks, advertisers, and MVPDs involved cannot agree on a single system of measurement, thus preventing OTT TV viewing from being fully monetized.

Not surprisingly, OTT TV advertising is a bit of the hybrid. Though ads appear on the same shows with more or less the same advertisers as traditional legacy TV, when buying and selling advertising OTT TV programming is regarded as ‘digital video.’ This has left both networks and advertisers confused as to the true value of OTT TV programming and its relevance in the advertising landscape.

This report offers a detailed analysis of the OTT TV advertising ecosystem, identifying the forces that will determine its future. As well, the report offers extensive forecasts for both legacy and OTT TV ad revenue through 2020. It addresses questions of significance to all those concerned with properly monetizing OTT TV content, and makes surprising predictions regarding issues critical to its future, including:

What counts as ‘OTT TV’ and how will OTT TV viewing be measured and valued?
What changes are in store for TV advertising during the next five years?
What role will programmatic play in buying and selling OTT TV advertising?
How much ad revenue will come from OTT TV over the next five years? How will this compare to legacy TV advertising?
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Analysis of the results of the landmark study Piksel performed in August 2013 to assess viewer behavior around binge-watching and live viewing.

Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen

A pointed overview of the the television industry as it bumps up against, and ultimate combines with, the internet.