Host - Now

Claudia Avanzi Managing Director of Now Italia, the streaming company of Sky.

NOW overview
How do we differentiate from our main company?

There are different needs to target in the market

Sky offers everything in their decoders, targeting more adults people with the best quality
(satellitar)

While now targets more young people offer the same type of content, with a different quality but
with more flexibility

3 main pillars:
Whatever is the content you want to watch you can see it immediately
Three to cancel every time you want (difficult to break away from sky reputation)
Watch it in every device when you want

Pioneers in the OTT sector in Italy was “sky online”

2016: sky decided that it needed a separate brand, rebrand it and it called it NOW
 3 pillars offers:
Cinema pass: big selection of movies
Entertainment pass: shows, tv series
Sport pass: sport shows

Partners:

Vodafone useful for its strong marketing and

to reach more people.

Platform to be present

Brands that talk to the same target as Now

Looking at the scenario of the televisions in Italy it has totally and radically changed in the last
years
Sky entered the market with specific type of content you can decide exactly what you wANTED
(matches, cinema, shows, etc) a real revolution. Following this trend the number of linear channels
started to increase on digital terrester.
Then on demand service entered the market to satisfy the needs of the users to watch a show
match etc whenever they want.
Every year you have to rethink your strategy

The market bw 2017 and 2021 grew 6 times.

The market grew the most in the last two years du
etc the pandemic, people need to be entertained.
It’s not a market of pure competitors.
N.b. 7% represents the percentage of users that had
at least 2 or more OTT in 2017
Amazon is putting a lost of pressure in the market
with a very low price
The time in which people used their contents has really radically changed.

Trends in the market:

The number of devices for families have multiplied, today we are multi devices
Many more people don’t have a tv set in their house
Tv are becoming more and more connected
Streaming platforms use is related a lot at the age of the user

Segmentation has become very

complex, income is not anymore
important as an indicator due to the
low prices of the service. in terms of
age it started with a very young
population but is becoming more and
more used by older people
In terms of education is very
concentrated in university and high
school.
Income is pretty focused in high but
it goes to medium low to medium
high
Very low income is difficult to target
Geography: less concentrated in the
south primary due to lack of infrastructures that guarantee a good connession
Tv habit, attitude and drivers do they have other ott services? They look for flexibility or peace of
mind?

Lifestyle: core part, what do they do in their free time because we need to know

Media fruition:

Before the target was just young people, now also middle age people with an average age of 44

They are both two big segments but big screener is a bit larger.

Choosing the variables to classify the segment

Strategic groups: companies with similar strategies, based on the variables choose the strategic
groups can change

Now: oriented to Elder people since the price was pretty high and more male oriented due to the
sport matches offered.

Segmentation is key to have success for a company, both to classify consumers and
competitors.
In fast change market is fundamental to select the right elements and identify the competitors
Understand wether the competitors are needed to be fighten or instead to partner with it