Australian viewers are shifting irresistibly towards on-demand formats and IP-based video viewing.
But is there still life in the terrestrial platform? And what does this mean for broadcasters and other industry participants?
You could be forgiven for thinking that broadcast television is an anachronism, a relic of a time when audiences watched what was programmed, when it was programmed (more or less), and knew no better. Likewise, when every other headline lauds the benefits of online content delivery (though perhaps not so much at the moment given Optus’ recent World Cup travails – more on that later), it is surely a forgone conclusion that terrestrial broadcast is in terminal decline, following Blockbuster and Borders to the exits.
However, our analysis suggests that while IP delivery is ascendant, there is still likely to be a significant and long-term role for terrestrial broadcast in Australia. In this report, we explore the factors driving the shift towards IP-based content delivery and argue why this shift does not spell the death of terrestrial broadcast, at least over the coming decade.Given this assessment, broadcasters and other industry participants need to carefully balance the expected ascendancy of IP with the potential longevity of the DTT platform as they place bets on the future of video entertainment.