Transcript
Moyo.tv case studyHow to compete on growing and low-ARPU market
Andrey Kholodny, CEO Moyo.tv
What is Moyo.tv
• Roku-like OTT video services aggregator from Russia
• Launched in 2015
• Covering 70% Russian OTT services
• Own Live TV product with Timeshift
• STB, iOS, Android
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Russian OTT market. Brief overview
Russian TV&Video market
• Pay TV dominates the market with 92% market share and 5 key operators
• The World’s lowest €2,2 Pay TV ARPU
• 80% of total video consumption is piracy*
4Source: Telecom Daily, www.tdaily.ruPay TV - €930M
OTT - €86M
*E&Y data
Russian OTT market
• Russian OTT market to reach €100M in 2016 compared to EU €6,4B in 2015
• Paid services reaching 37% of total market volume (compared to 25% in 2012)
Market volume
0 €
25 000 000 €
50 000 000 €
75 000 000 €
100 000 000 €
2012 2013 2014 2015 2016 (F)
Advertisement Paid content5Source: Telecom Daily, www.tdaily.ru
Russian OTT market players
• Fragmented market, no dominant player
• No Netflix visible, iTunes is just 7%, Google Play - no data available
• Main TV channels rich with content are aggressively entering OTT space
• No exclusive content except TV channels
6Source: Telecom Daily, www.tdaily.ru
YouTube ivi Rostelecom TvigleRutube iTunes Megogo CTC MediaOkko Tvzavr Channel 1 Other
Russian video consumers
• 80% of video consumption is streaming pirate sites replaced torrent-based piracy
• Free (AVoD) still occupies 63% of the market
• Screen split: • Desktop: 61% (-1% YoY) • Smartphone: 50% (+18% YoY) • Tablet: 24% (-2% YoY) • Smart TV: 11% (+6% YoY)
• Heavy economy recession brought back real income by 10% in 2 years
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TNS WEB-Index. Russia 100k+, Monthly reach, % of population
Designing Moyo.tv service
Key market challenges
• Customer still loves TV • Largest national channels are major content generators. Even for Internet. • However, Linear TV at big TV screen is loosing its viewer towards Internet
• OTT services: dozen similar products with almost no exclusive content • Rich with most wanted content: new movies and series releases • More convenient since it is available everywhere on every customer’s screen • Enrich Linear TV service with catchup content
• Customer is flooded with content: thousands hours of new content available for the client
• Low price levels for TV & VoD content
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Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backendRecommendation engine
TV service with catch up
Major OTT services
UGC services
Free trial period
Analytics for the content and service providers
Crafting Moyo.tv MVP
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1
Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backendRecommendation engine
TV service with catch up
Major OTT services
UGC services
Free trial period
Analytics for the content and service providers
Crafting Moyo.tv MVP
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2
Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backendRecommendation engine
TV service with catch up
Major OTT services
UGC services
Free trial period
Analytics for the content and service providers
Crafting Moyo.tv MVP
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3
Moyo.tv beloved customer 1 click payment tool
1 click watch content interface
Easy to use backendRecommendation engine
TV service with catch up
Major OTT services
UGC services
Free trial period
Analytics for the content and service providers
Crafting Moyo.tv MVP
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This is what we’ve done
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Moyo.tv smart media player
• TV vendor agnostic
• Faster service development compared to fragmented Smart TV ecosystem
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“Instagram-style” main screen
All type of content is mixed. Live, catchup, VoD. News, sports, movies, etc.
Only recommended content
One click to watch content
Personal recommendations:
Profiles for every family member
Single search through all services available on Moyo.tv platform
Recommendation engine
• Personal recommendations
Collaborative analysis
Editorial selection
+ Moyo.tv content description, preparation and management team
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What did work and what we missed
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First year results
• Small churn - 95% of STBs are active monthly
• TV is most used service - 83% of the customers are watching TV channels. 98% is non-linear consumption
• TV ARPU is 60% higher than in Pay TV market
• 30% of the customers perform at least 1 paid transaction per month (despite of free TV package, AVoD content and UGC services like YouTube or VKontakte)
• Average NPS score
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Lessons learnt
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Product feature Measured perfomance Things to do
Recommendation engine ✓ 75% of the customers accepted
recommended content at the main screen
Continue development
“Instagram style” main screen ✗
66% of the experienced customers still skip main page and go directly to EPG at TV service menu
Introduce TV service icon on the main screen. Change main screen
1 click content access is not convenient for the customer 67% of the customers according for the field tests
Change screen element behaviour to lead to content description, not to playback
Separate profile for every family member ✗
5% of customer generated more that 1 profile for Moyo.tv player
Make this feature optional
Single search through all services ✓ 83% of the customers are regular users
of search featureEnhance usability
New Moyo.tv UI introduced on October 31, 2016
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Latest releases banner
Latest releases banner
Generic main menu
Latest releases banner
Generic main menu
TV icon is #1
Latest releases banner
Generic main menu
Recommendation engine
TV icon is #1
Latest releases banner
Generic main menu
Recommendation engine
Most used services
TV icon is #1
First week results
• NPS growth +20% in 3 days
• First week data shown 11% better results on transactions
• Growth of Moyo.tv smart media player sales +3% week-by-week
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Andrey Kholodnyyboss@moyo.tv
Thank you
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