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Moyo.tv case study How to compete on growing and low-ARPU market Andrey Kholodny, CEO Moyo.tv
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Moyo.tv at OTT TV forum

Apr 16, 2017

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  • 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

    2

  • Russian OTT market. Brief overview

  • Russian TV&Video market

    Pay TV dominates the market with 92% market share and 5 key operators

    The Worlds 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

    http://www.tdaily.ru/news/top-novosti/39666

  • 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

    25000000

    50000000

    75000000

    100000000

    2012 2013 2014 2015 2016 (F)

    Advertisement Paid content5Source: Telecom Daily, www.tdaily.ru

    http://www.tdaily.ru/news/top-novosti/39666

  • 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

    http://www.tdaily.ru/news/top-novosti/39666

  • 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

    7

    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 customers 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

    9

  • Moyo.tv beloved customer 1 click payment tool1 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

    10

    1

  • Moyo.tv beloved customer 1 click payment tool1 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

    11

    2

  • Moyo.tv beloved customer 1 click payment tool1 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

    12

    3

  • Moyo.tv beloved customer 1 click payment tool1 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

    13

    4

  • This is what weve done

    14

  • Moyo.tv smart media player

    TV vendor agnostic

    Faster service development compared to fragmented Smart TV ecosystem

    15

  • 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

    20

  • What did work and what we missed

    21

  • 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

    22

  • Lessons learnt

    23

    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 feature

    Enhance usability

  • New Moyo.tv UI introduced on October 31, 2016

    24

  • 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

    26

  • Andrey Kholodnyyboss@moyo.tv

    Thank you