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Issue link: https://digital.macdirectory.com/i/1234839
CTA's Koenig noted that consumers around the globe now have an abundance of video choices and in the industry, there is becoming an abundance of competition. "The mosaic of content we currently manage is about to get more granular," he said, noting that streaming services will reach more than $16.7B by 2023, up from $10B this year. "By delivering on the promise that each individual viewer's programming interest is served on their schedule and location, the media; entertainment and advertising industries are in a prime position to accelerate," said Allan McLennan, Chief Executive PADEM Media Group. "This year, we may have realized what we've been looking for such as Game Changers in media measurement, content choices and economic models that both programmers and viewers have been pushing for to drive real growth on all platforms." Meg Whitman, Quibi CEO, outlined the firm's short-form mobile streaming service that will serve up 50 +/- original shows as well as a large volume of bite- sized content for $5 a month. She and Jeff Katzenberg, Quibi founder, said the short-form content will be especially inviting to the smartphone generations. Techies and company management/marketing packed the M&E sessions to gain a better understanding of the software and services needs of the new services where sales will grow by 25 percent in the year ahead. Network and service executives emphasized that the average household will subscribe to a limited number of subscription services; and that massive libraries of content people want, but don't want to pay for, will become increasingly popular. Ad-supported streaming services that are attracting customers to fill their screens – large and small – include soon-to-be-released Peacock and Amazon's IMDb TV, Tubi, Quibi, Plex, Hulu, Roku, Xumo, Pluto TV, Rakuten TV, Joyn and hundreds of free services around the globe. Linda Yaccarino, NBCUniversal's chairman of advertising and partnerships, noted that because the new services are IP-based, content will become more personalized and will be far less overbearing as yesterday's pay-tv experience. Without hardly noticing it, CTA has moved CES beyond being a nice, big trade show to a must- attend educational, informational conference. It's an event where people actually talk to each other from wherever they're from in a civil manner. That's what the industry needs; that's what the world needs. And yes, the exhibits are good too. As Benoit Blanc looked over the event he said, "You'd think it'd be like a game show, but think of a community production of a tax return."