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Accenture 2017 Vision Trends Technology by People for People
MEDIA AND ENTERTAINMENT
2017 VISION TRENDS
The Accenture Technology Vision 2017 identifies five
technology trends that will empower people to achieve
more in the era of the intelligent enterprise.
Technology changes are all around us,
and coming faster than ever. But no
longer are we waiting and wondering how
the latest digital technology advances
will change things; rather, we’re taking
control and shaping technology to fit our
needs, large and small.
TECHNOLOGY FOR PEOPLE
ARTIFICIAL INTELLIGENCE (AI)
The success of digital assistants, starting with Siri on the iPhone to in-home applications
with Google Home and Amazon Echo, is propagating the use of AI in our everyday lives.
The implications for media companies comes inherently from the companies driving AI –
Amazon, Apple, Google and Microsoft. All four have major investments in media and
AI is being used to solve the age old challenge of simplifying search and discovery. AI
helps consumers access their media with voice control, whether it be playing a favorite
playlist via Alexa on Echo or searching for all movies by Woody Allen on the Apple TV.
AI is what powers the voice search capabilities that have extended beyond the internet
companies to the likes of cable providers like Comcast with its X1 platform.
ECOSYSTEMS ARE BECOMING
INCREASINGLY IMPORTANT FOR
MEDIA COMPANIES AS THEY
SEEK TO KEEP PACE WITH THE
Successful media companies need to be fluid and flexible with the selection of ecosystem
partners that enable core products or services or help them redefine competition.
For example, AT&T invested in Invidi, an addressable TV platform, to help improve its
ability to optimize advertising revenue. The investment gave AT&T a controlling stake in
Invidi allowing them to help control the direction of platform improvements.
WITH CONTINUOUS DISRUPTION,
COMPANIES WILL NEED TO
CONTINUE TO ALTER THEIR
TRADITIONAL OPERATING MODELS
It will be imperative to hire new talent pools to build additional capabilities that support the branding,
marketing and service launch of new digital experiences.
Winning media companies will optimize the use of workforce marketplaces as a differentiator to ensure
that they have access to talent to build out capabilities needed for emerging modes of entertainment
such as augmented and virtual reality.
AS M&E OPTIONS AVAILABLE TO
CONSUMERS MULTIPLY INEXORABLY,
THERE’S A RISK OF OVERWHELMING
THEM WITH CHOICE.
Beyond the various forms of content – be it video, social or videogames – there is increasing complexity in
the availability of content on different services, such as Netflix versus Amazon. While companies manage
their businesses around this complexity, consumers shouldn’t have to think about it. Successful media
companies will design for humans by creating simple, easy to use interfaces that enable consumers to
access their content when, how and where they want.
A great example of this is Comcast’s Xfinity platform, which integrates live TV, video on demand, DVR
content and 3rd party content all within one interface accessible through native voice control. The
integration of Netflix and the announcement of YouTube soon to be available via Xfinity on the set-top-box
eliminates the need for consumers to switch TV inputs from one box to another. This type of design thinking
takes into account activities that consumers were already engaging in but makes it easier and more
NEW BUSINESS MODELS AND NEW DELIVERY
MODELS ARE BEING DEFINED IN MEDIA AND
ENTERTAINMENT TODAY AND WILL DEFINE
NEW STANDARDS AND RULES OF
For example, the video value chain has seen ongoing disruption since the advent of Netflix and
YouTube. Netflix redefined subscription models to be advertising free while YouTube redefined content
to be user generated and semi-professional. Both companies have broken down geographic barriers
and created a lower cost expectation for access to desirable content. These changes have redefined
the game for content acquisition, from the type of content, the breadth of rights and new creative
In the music industry, streaming subscription based music has become the dominant form of
consumption, again changing how labels and artists approach the business. Expect to see more rule
changing and redefinition as the dust settles in the migration to digital and with its ongoing evolution.
GLOBAL SURVEY DEMOGRAPHICS
SURVEY DEMOGRAPHICS – CROSS INDUSTRY
Saudi Arabia 111
South Africa 249
United Arab Emirates 113
United Kingdom 360
United States 740
Respondent Location n=5,466
Saudi Arabia 109
South Africa 233
United Arab Emirates 115
United Kingdom 372
United States 777