SBB and its EON platform are making every TV in Serbia into a smart device

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

In the next seven business days, we will present you the report on media trends prepared by Direct Media United Solutions, giving you an opportunity to read about the most important media trends in the world and to identify where global trends stand in the market of Serbia. The report was prepared by Ljubica Vukčević, Insight Manager, Direct Media United Solutions.

Photo: Ljubica Vukčević

“Although we tend to think that global trends are far from us, the internet and Millennials have brought a completely different consumption of media to our market. We are no longer allowed to think locally. However, there are some specifics of our market that we will touch upon in this report. We will see what the ‘Age of Ubiquitous TV’ means right now, we’ll consider whether Over the Top (OTT) TV has killed linear television, where Serbia stands in terms of vertical video and ‘bite sized’ advertising, who has the best chatbots on the market, how Serbia became one of the leading countries in terms of number of blockchain developers, how audio marketing through smart speakers is gaining ground, what are new must things when it comes to mobile marketing and influencers,” said Ljubica Vukčević.

The report begins with the trend of ubiquitous TV, followed by other media trends that will mark 2019 in the coming days.

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Although, according to Nielsen, time spent with live TV has been declining in the last decade (from 10.5 hours in 2010 to 4.1 hours in 2018 in the US), television is still the media that engages most of our time (43% of the total media consumption). This means that it still has the greatest reach and commands most of consumers time with media.

Over-the-top television is the form of broadcasting of a new era. Watching TV over live stream, services such as BBC iPlayer, Netflix, multiplatform video, smartphones, and consoles launched in this era of ubiquitous TV and growing content. But what was it in this offering of services, ranging from Amazon Prime, Hulu TV, Sling TV, HBO Now to Netflix, that changed broadcasting? On demand access, video on demand, stand-alone broadcasting, multi-platform viewing, flexible subscription, narrowed TV bundles / slim bundles, original content, audience interaction and cost-effective packages are just parts of the offer. Hence, broadcasting moved further from linear television, expensive cable offerings and inflexible programming schemes.

Streaming and OTT television are “suitable for TV advertising” in streamed and targeted advertising. Analysing a large amount of data and the media audience is a new tendency in the broadcasting business, that takes TV commercials to a whole new level. Subscriber information and data retrieved from multiple sources, including Social TV, online engagement, media auditing tools, etc., are shaping TV advertising.

This proves that although streaming giants like Netflix continue to expand at a global level, online TV is not cannibalizing broadcast TV – it complements it.

The future of television lies in personalized tech, VoD experience, distribution of personalized content, binge watching, short TV shows and independent video library, innovative television formats, more localized and local content, ad-free models to targeted advertising models, and the fact that all people are connected through smartphones.

So, what is happening in Serbia?

In Serbia, linear broadcast TV is still the undisputed ruler. Average daily TV consumption in 2018 was 5.3 hours. Since the beginning of 2017, Nielsen has followed delayed TV viewing in Serbia and the current incidence of delayed viewing is about 2.5%, although 25% of all TV packages have this option.

There is a tendency of adoption of digital reception – total digital reception is almost 85% (30% more than in 2015!)

In Serbia, TV content is still largely watched on TV screens – only 10% of TV viewers watch TV on their desktop, 3% on tablet, and 9% on smartphone.

Netflix has been available in Serbia since January 2016, but their market share is still very small – according to Nielsen and TGI Serbia, Netflix’s market penetration is about 1%.

Bearing in mind OTT TV, the IPTV penetration in Serbia is still around 18%. Last October, SBB established its EON platform – this platform enables high-quality television broadcasting, video on demand, multi-screen viewing, voice search, etc. Due to the still weak penetration of smart TV (16%), compared to 29% on the world stage, EON with its platform makes every TV into a smart device. This platform allows viewers to watch TV content using EON Smart Box, on tablets and smartphones, desktops, or streaming devices (such as Nvidia Shield, Chromecast, and AirPlay), reads the report from Direct Media United Solutions.

See the full Direct Media United Solutions report on media trends here.