{"id":3433,"date":"2020-11-02T16:02:07","date_gmt":"2020-11-02T15:02:07","guid":{"rendered":"https:\/\/ricerche.apaonline.it\/news\/le-ott-e-gli-sviluppi-possibili-del-mercato\/"},"modified":"2020-11-05T09:16:58","modified_gmt":"2020-11-05T08:16:58","slug":"le-ott-e-gli-sviluppi-possibili-del-mercato","status":"publish","type":"post","link":"https:\/\/ricerche.apaonline.it\/en\/articles\/le-ott-e-gli-sviluppi-possibili-del-mercato\/","title":{"rendered":"The OTT and the possible development of the market"},"content":{"rendered":"\n<p>At the last edition of the Mia Market, there was a lot of talk about business models related to platforms, which is inevitably one of the most burning issues given the complex situation of the theatrical market, but also one of the most relevant topics in terms of the future choices of the European production system. During the panel <em>The online challenge: new business in production and distribution models for digital platforms<\/em>, Eurovod delegate Silvia Cibien presented some important data regarding her organization, which today in 2020 counts nearly 30 members from 19 countries including digital platforms, but also festivals and technical suppliers. During the lockdown, as stated, the increase in traffic was 78%, with 60% increase in transactions.<\/p>\n\n\n\n<p>The\nmarket has seen an overall growth of 270%, while well-known platforms have all marked\na double-digit increase in Europe. These extremely significant data that on\npaper seem to suggest an easy growth, however clash with the high competition\nof a system that is evidently in constant transition. Despite the obvious areas\nof action and the evident opportunities, it isn\u2019t easy for new players to\nconquer ground: the road is still long, given that 44% of these European\noperators linked to Eurovod lack sufficient marketing resources to enhance its\nbusiness, while 39% of the products aren\u2019t made available by distributors who\nseek better agreements in terms of remuneration with the large OTTs. Those same\nOTTs that achieve brilliant results thanks to the enormous amount of money they\nhave at disposal: in the first quarter of 2020, Netflix recorded a 22.8% leap\nin the number of subscribers and although nowadays there has been a halt, in a\nfew months the Los Gatos giant has reached a user base that goes from 148.86 to\n182.86 million worldwide. Only a few months after its launch, Disney + boasts more\nthan 50 million subscribers. At the beginning of February, the subscribers were\n28.6 million; at the beginning of April, 50 million (+ 21 million subscribers\nduring the lockdown).<\/p>\n\n\n\n<p>In\nour country, there are still many areas for market development: in Italy, in\nfact, around 40 million people surf the net, 70% of the adult population, a\nmuch lower percentage than other countries, such as the United States (89%), the\nUK (85%), but also France (84%), Spain (83%) and Germany (81%). In July, the\ntotal digital audience in our country reached 42.1 million users (70.5% of the\npopulation aged 2 and over), with a &#8220;seasonal&#8221; decline of 2.1%\ncompared to the previous month, typical of summer months, added to the\npost-lockdown effect which in June saw a greater mobility of people. <\/p>\n\n\n\n<p>Maurizio\nImbriale, Deputy Director of Raiplay illustrated the results obtained by the\nRai platform. On an average day, the platform led by Elena Capparelli totaled\n32.4 million users. Rai Play counted 104.5 million visitors with approximately\n67 million viewers (+ 17.5% compared to 2019). 919.6 million views (+ 77%\ncompared to 2019), 18 million registered viewers and 17.3 APP downloads. (+ 45%\nvs 2019). The\nconstantly expanding Rai Play library amounts to nearly 4000 titles where\nfilms, fiction, TV series and documentaries make the lion\u2019s share.<\/p>\n\n\n\n<p>Jaume Ripoll, founder of the Spanish platform\nFilmin, one of the greatest cornerstones of the Iberian online market, underlined\nthat their catalog of over 20,000 titles is 63% of European origin, and that their\nsubscribers have an average monthly view of at least 13 titles. Most of the\ncompany employees work in the communication and marketing department, because\ntoday the great challenge of all platforms is to reach the audience also\nthrough festivals such as Atlantida, promoted by Filmin and held in Palma de\nMallorca during the summer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Business models related to platforms: one of the most relevant topics in terms of the future choices of the European production system.<\/p>\n","protected":false},"author":2,"featured_media":3413,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-3433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The OTT and the possible development of the market &#8212; 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