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Market Research Report

Second-screen strategies for pay-TV operators

Published by Ovum (TMT Intelligence, Informa) Product code 234034
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Second-screen strategies for pay-TV operators
Published: April 13, 2012 Content info:

With an increasing number of consumers owning and using connected devices in front of the TV, pay-TV operators must seek to harness second-screen companion experiences to protect their core business, enhance their service offering and explore new revenue-generating opportunities.

Informa Telecoms & Media - s new research on second-screen strategies identifies the opportunities available to pay-TV operators, broadcasters, advertisers and other key players in the television value chain, analyzing early-mover approaches and considering likely future developments to provide a foundation for decision making.


In its new analysis of pay-TV operators - second-screen strategies, Informa examines the ways in which service providers, broadcasters and brands can extend their presence from the main TV screen to the companion devices that an increasing proportion of people are using to complement their TV viewing.

Smartphones and tablets are tools that must be harnessed by players across the TV value chain to engage TV viewers in an experience that incorporates, rather than competes with, the activities now possible via companion devices. Consumers - desire to respond to a program in real time, search for information related to shows they are watching and even participate in a live event can all be served for mutual benefit.

Several major operators have already made significant second-screen plays and, with a myriad of app developers and social-TV startups jostling for business around this emerging trend, now is the time for companies to seek the appropriate partnerships and develop services that will strengthen or advance their market position.

The need to act is particularly pressing for pay-TV operators. New contenders in TV - such as device manufacturers, OTT-video providers, social networking sites and network operators - are increasingly seeking to muscle in on traditional premium-content distributors - market share by owning the connected-device screen themselves.

This report analyzes the second-screen landscape in several key markets and assesses the market from a wider perspective, identifying the strengths and weaknesses of strategies adopted to date and advising on the action companies should take to ensure they benefit from this new business opportunity.

Countries/regions covered:

  • Western Europe, including the UK and France
  • North America, including the US

Case studies include:

  • BSkyB
  • AT&T
  • Orange

How will this research help you:

  • Identifies the opportunities that the second-screen presents to pay-TV operators, from addressing customer retention to creating new revenue streams.
  • Highlights the role other players in the value chain, such as content providers and advertisers, must play to capitalize on this emerging trend.
  • Details the business structures and areas of investment that are necessary for developing a second-screen strategy.
  • Provides detailed analysis of several key players - second-screen strategies, assessing their strengths and weaknesses and what can be learned from them.
  • Explores changing viewer behavior and the impact this will have on the competitive TV landscape.

Contributing Analysts

Ted Hall, Senior Analyst

Table of Contents

Table of Contents

Second-screen strategies for pay-TV operators: Companion devices hold the key to service enhancements and new revenues

  • Fig. 1: UK, individuals that have used a computer or mobile device in front of the TV, Jun-11
  • Fig. 2: US, frequency of tablet and smartphone use while watching TV, 2Q11
  • Fig. 3: US, selected usage habits of tablet and smartphone users when in front of the TV, 2Q11
  • Fig. 4: Global, portable connected-device ownership in selected markets, Oct-11
  • Fig. 5: Global, selected key pay-TV operator second-screen players by market, Apr-12
  • Fig. 5: Global, selected key pay-TV operator second-screen players by market, Apr-12 (continued)
  • Fig. 6: Second-screen features and capabilities consumers expect tablets and smartphones to support
  • Fig. 7: US, impact of social engagement on TV consumption
  • Fig. 8: US, relationship between online buzz and TV ratings
  • Fig. 9: Global, programming identified as having the greatest potential for second-screen engagement, Mar-12
  • Fig. 10: Global, screen identified as the most important for social networking around TV programming, Mar-12
  • Fig. 11: Global, second-screen business model evaluation
  • Fig. 12: Global, Shazam second-screen engagement rate, Mar-12
  • Fig. 13: Selected markets, percentage of tablet owners that have paid to consume video content on device, 4Q11

Second-screen strategies for pay-TV operators: AT&T

  • Fig. 1: US, main U-verse TV companion apps, Mar-12
  • Fig. 2: AT&T U-verse Enabled SDK, Mar-12
  • Fig. 3: US, usage habits of tablet and smartphone users when in front of the TV, 2Q11
  • Fig. 4: US, portable connected-device ownership, Oct-11
  • Fig. 5: US, Buddy TV and Wayin app user interfaces, Mar-12
  • Fig. 6: US, pay-TV annual net subscriber additions for largest operators, 2009-2011
  • Fig. 7: US, pay-TV subscriber growth/declines for eight largest operators, 4Q08-4Q11
  • Fig. 8: US, AT&T second-screen SWOT analysis, Mar-12

Second-screen strategies for pay-TV operators: BSkyB

  • Fig. 1: UK, Zeebox Got to Dance “showtime” screenshot, Feb-12
  • Fig. 2: UK, portable-connected-device ownership, Oct-11
  • Fig. 3: UK, primary uses of tablets, Jan-12
  • Fig. 4: UK, BSkyB-app availability by mobile operating system, Feb-12
  • Fig. 5: UK, Sky mobile-application and multiscreen-usage fact sheet
  • Fig. 6: UK, BSkyB second-screen SWOT analysis, Feb-12

Second-screen strategies for pay-TV operators: Orange

  • Fig. 1: France, Orange second-screen tools, Mar-12
  • Fig. 2: France, RendezVousTV and TVcheck app user interfaces, Mar-12
  • Fig. 3: France, portable connected-device ownership, Oct-11
  • Fig. 4: France, Orange TV customer growth, 4Q08-4Q11
  • Fig. 5: France, Orange annual net TV additions, 2009-2011
  • Fig. 6: France, Orange second-screen SWOT analysis, Mar-12
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