Preferred_Media-2018年澳大利亚动态影像产业调查报告（英文）-2019.10-3_37页_1mb

Summary of "Moving Images Moving Landscape 2018" Report

Core Content and Main Themes

This report provides a comprehensive analysis of the moving images industry in Australia, focusing on content producers, marketers, and the broader challenges and opportunities in content creation and management.

Content Producers

Content producers, including filmmakers and production houses, are facing significant challenges, primarily due to declining budgets and increased pressure to produce more with less. Key findings include:

• Budgets and Funding:

  • 46% of self-funded content producers report increasing difficulty in securing funding.
  • 33% say it is significantly harder to fund projects.
  • 75% of self-funded producers have limited promotional budgets, typically under $50,000.
  • Content producers are increasingly moving towards in-house production to reduce costs.

• Content Types:

  • Over 44% of respondents work with multiple content types.
  • The most popular formats are short films (67%), feature films, documentaries, and content for streaming services (36%).
  • Marketing and advertising content is also in high demand, especially with the rise of cheap online videos.

• Content Management Challenges:

  • Storage: 70% store content on in-house servers, while only 11% use a DAM (Digital Asset Management) system.
  • Data Loss: 12.3% have lost content completely at least once.
  • Time: On average, content management takes over 25 days a year.
  • Lack of Formal Processes: 37% do not have formal processes for managing content.
  • Content Reuse: 68% reuse content, but many face issues with rights management, formatting, and finding the right content.

Marketers and Advertisers

Marketers and advertisers are less under pressure than content producers, with budgets generally increasing. However, they face complexity and change:

• Content Creation:

  • Brands use an average of 2.83 different agencies to produce content.
  • Over 95% use online video on social media, video platforms, and company websites.
  • 60% use online video in other campaigns.
  • Out-of-home advertising is growing, with 33% using video, but TV remains more effective.

• Performance Metrics:

  • Top performance measures are views, revenue, and leads generated.
  • Marketers also track CTR, conversions, and anecdotal feedback.

Media Management

Media management is a major pain point for the industry:

• Storage:

  • 70% store content on in-house servers.
  • 24% use cloud storage, but this is limited due to high-definition content and upload/download limitations.
  • 15% run out of storage space at least 3 times a year.
  • 8% have no control over their content, and 8% are unsure where it is stored.

• Time:

  • On average, 4 hours per week are spent on content management.
  • 2/3 of this time is spent searching for content.
  • For broadcasters and long-form creators, this can amount to over 20 days a year.

• Process and Responsibility:

  • Only 37% have formal processes for content management.
  • Responsibility is often unclear, with production, marketing, and IT being the most common areas assigned.
  • 39% say everyone is responsible, but this leads to a lack of accountability.

Reversioning and Reusing Content

• Reversioning: 20% of respondents are involved in reversioning overseas content.
• Reusing: 68% reuse content, with 24% doing so frequently.
• Issues: Reusing content often involves rights management, formatting, and finding the right content.

Budgets and Market Trends

• Budget Disconnection: There's a disconnect between creators and commissioners.
• In-House Production: A trend towards in-house content creation is increasing.
• New Business Models: The rise of streaming services and new technologies like VR and AR presents opportunities.
• Market Shift: There's a growing preference for smaller agencies over major ones.

Opportunities and Challenges

• Opportunities:

  • Technology: Enables streaming video ads, personalised content, and hybrid online TV.
  • Distribution: Expanding to new platforms and cross-platform content.
  • Content Ownership: Creating and owning unique IP is a key opportunity.
  • Cost-Effective Production: Efficiently producing engaging content.

• Challenges:

  • Financial: Budget cuts and client expectations remain unchanged.
  • Technological: Need to adapt to new formats, storage, and preservation of complex content.
  • Data Loss: Fear of data corruption and loss is a significant concern.

Key Statistics

• Content Types:

  • 44% work with multiple content types.
  • 67% produce short films.
  • 36% produce content for streaming services.

• Storage:

  • 70% use in-house servers.
  • 15% run out of storage space frequently.
  • 12.3% have lost content at least once.

• Content Reuse:

  • 68% reuse content.
  • 50% experienced issues with rights, formatting, or finding content.

• Budget Trends:

  • 46% of self-funded producers report difficulty in funding.
  • 33% say it's significantly harder.
  • 75% have limited promotional budgets.

• Agency Use:

  • Average of 2.83 agencies per brand.
  • More companies are using digital agencies over traditional ones.

Conclusion

The moving images industry in Australia is transforming due to technological advancements, budget constraints, and changing consumer behaviors. While streaming services and digital media offer new opportunities, the management of content remains a critical challenge. The report highlights the need for better processes, cloud storage solutions, and reliable data management systems to support the industry's growth and efficiency.