Discovery & recommendation services: impact on broadband content value networks

Published by: Ovum Plc

Published: Oct. 21, 2008 - 14 Pages

Table of Contents

Ovum view

Discovery offers consumers convenience and control

Spoilt for choice or burdened by it?

Overwhelming content choices spawn a new industry

How discovery works

Systems are built on consumer actions and preferences

Consumer choice-based systems: Internet radio

Consumer choice-based systems: collaborative filtering

Consumer choice-based systems: semantic search

Content characteristic-based systems: audio similarity

Content characteristic-based systems: expert human analysis

Individual opinion-based services: social networks

Consumer profile-based services: attention profiling

A balance of the discovery experience and results

Impact on the value network

Potential shake-ups for telcos, retailers, and content providers

IPTV: deploy discovery or be on the receiving end

Retailers: growing proportion of business from discovery affiliates

Content providers: discovery is a new and crucial part of the mix

Broadcasters: discovery threatens their linear schedule

Search: semantics help raise the bar and narrow the search

Advertising: competition amongst ad networks set to intensify

Discovery puts the consumer in charge

Finding new content becomes part of the entertainment

Abstract

The burden of massive choice on TV and the Internet has driven the emergence of discovery and recommendation services designed to improve the experience of finding content that is new to the consumer. These services put consumers in charge, empowering them to follow their interests instead of having their content pre-selected by broadcasters or being the target of marketing campaigns over which they have no control. The appeal of such services is enabling discovery to grow into an industry that is reintermediating the broadband content value network. The impacts are potentially disadvantageous to broadcasters and content providers, as discovery applications attract audiences to on-demand services and disrupt advertising models

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