Published February 21st, 2018
The overall US video and Pay-TV market continues its healthy overall growth and is set to reach $140 billion by the end of 2018, according to Futuresource Consulting.
Whilst the US is a global leader in digital adoption, it continues to have a well-balanced market overall, with an array of formats, platforms, services and business models that is unsurpassed globally.
2017 was characterized by many notable announcements and initiatives in the video and related media space; the introduction of Movies Anywhere increased the availability of 4K UHD content and renewed discussion surrounding digital movie release dates provide an intriguing backdrop for the market in 2018.
In addition, the renewed push on direct-to consumer-services, media industry acquisitions and consolidation and regularity impact (e.g. Net Neutrality), will ensure that the landscape in 2018 will continue to evolve.
Pay-TV, largely through increased ARPU rather than subscriber growth, is contributing the most to overall growth in wider video consumer spend, SVoD continues to provide an increasingly significant contribution.
“The SVoD culture continues to strengthen, Futuresource estimates that there are now 125 million SVoD subscriptions in the USA,” said David Sidebottom, Principal Analyst at Futuresource Consulting.
Although, consumer spending is still just 10% of the total Pay-TV market. Further growth is expected in 2018, driven by continued steady growth in established services and the quick expansion of a plethora of less established services, with platforms such as Amazon Channels helping drive this momentum.
The Pay-TV sector remains immense at over $100 billion in 2017, although it remains challenged. The much-discussed cord-cutting phenomenon has been apparent in 2017 to a small extent, with subscriptions expected to fall by 1% once more in 2018. In the midst of cord-cutting, key Multiple-Service Operators (MSOs) in the market have developed Pay-TV lite services, combining the extended reach of SVoD with the scheduled component of Pay-TV.
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By About two weeks ago, Netflix announced it would be dropping support for their applications on older Samsung and Vizio SmartTVs. People with a Samsung from 2010 or 2011, will no longer be able to stream Netflix on their device. Vizio devices go even further, and will already see devices from as late as 2014 no longer have a Netflix app.
The outcry following Netflix’s announcement, as well as the lack in platform-years that are supported by Disney+, has led many people to question whether and for how long they can still use their own TV to watch their favourite Netflix or Disney+ series. And I don’t blame them.
So how can we make sure that your apps continue to run on older televisions? How can we make sure that your users can continue to use your apps as they please? That’s what this blog is all about: supporting old televisions.
Let’s face it. Old televisions are, well, old. Maybe you still remember that time when you had Internet Explorer 6 on your Windows computer. It worked, but it was very quirky and had issues sometimes. And then we haven’t even talked about programming for it yet. Well, that is sort of what you are dealing with when you think of the oldest SmartTVs out there.
Making sure your application still continues to run fine on these old devices, is in some way very easy. Users are already expecting a relatively slow experience. So all you have to do is the following: keep it simple. Forget fancy animations, forget autoplay when hovering over an item in your carousel. Just simply make sure your content can be watched.
By making your application as simple as possible, there is no need for developers to try and work their way around all the device limitations there are. You won’t be able to implement fancy animations anyways, because the device simply won’t be able to handle it. Keeping it to a few simple carousels, and correct placement of the most important series, is all you need.
Although not confirmed by Netflix, it is presumed they cancelled support because of DRM. These old devices don’t have support for the more relevant DRM types like PlayReady or Widevine. To me, it is of no surprise that these devices were dropped by them at this point. From 2012, we do see support from Samsung for PlayReady. Since this still relevant today on most SmartTV platforms, they can continue to support 2012 and higher devices. As PlayReady is still widely used today to support newer SmartTV platforms, as well as Internet Explorer for example, I don’t see many issues in the foreseeable future. PlayReady is still the way to go to continue to support most platforms.
The same issue applies for types of video streaming out there. You may think that MPEG-Dash is widely adopted on SmartTVs now, but in reality, a lot of devices haven’t received support for it yet. And because updates rarely make their way to older televisions, let alone to those from 2012, you’re looking to support different types of video streaming. Smooth Streaming in general is the way to go to support both Live and VOD.
Continuing to support video for older televisions is, as you can tell, relatively easy. You just have to know the combinations of video types and DRM that are supported by the devices.
Just because you still want to support older televisions, doesn’t mean you have to stop improving on your application. You can still for example experiment with different ways of placing your carousels, order of the content that is shown or, for example, switching from landscape to portrait images. Keeping your UI changes small for older SmartTVs, is however very important. These devices have, as explained, a lot of limitations.
But what about the newer devices? The devices that do support sweet animations, the devices that do have support for MPEG-Dash or different types of DRM? Very simple: tailor your application to execute differently depending on the device that opens it. When the application opens, you want to detect which type of TV it is. Is it a Samsung from 2012? Then serve your application without animations, and with the usage of Smooth Streaming and PlayReady. Is it an LG from 2019, then serve your application with animations, autoplay of video, MPEG-Dash and Widevine.
You can of-course try any other innovative features on newer devices. Just as you would do A-B testing for specific users and specific features, you can only use specific features (like autoplay of video) on devices that properly support them. It does take time and effort getting to know all the possibilities and limitations of all the devices out there. But once you do know all the options, or find a specialist that does (wink ;)), you can serve the best possible experience to your users.
Netflix removing support for devices from 2010 and 2011 due to technical limitations is kind of expected. Support for later devices will likely stay for a longer time, due to the technical support of Playready DRM. By understanding the possibilities and limitations of older SmartTVs, it is very much possible to continue to support them. It might take time and effort to do so, but your users will be very happy they don’t have to trade in their trusty TV after only a few years of use.
If I’ve sparked your interest in making sure your applications continue to work on old SmartTVs, perhaps you might want to learn more. You can reach me personally through Linkedin, or learn more about what we can do for you at 24i through our website.
Also published on Medium
Jul 25, 2017