Activate Tech and Media Outlook 2017

THINK AGAIN:
TECH & MEDIA OUTLOOK 2017
www.activate.com
October 25, 2016

2www.activate.com
Welcome to Activate’s Tech and Media Outlook 2017.
For everyone in the tech and media industry, there’s the fun and challenge of trying to anticipate
what’s going to matter in the future. That’s why we take time each year, as part of the WSJD Live
Conference, to offer a look at the big picture, identifying and evaluating the non-obvious patterns
and sometimes-subtle trends that help us predict what’s about to happen next.
We’re most excited to share the Outlook for its surprising and unexpected insights. From the rise  
of messaging bots, to the extraordinary growth of eSports, to the future of streaming music, we’ve
uncovered the key insights and likely trends. There’s also a hard look at the likely winners in Pay TV
and video streaming. Forecasts include how consumers will spend their tech and media time, the
next wave of internet and media revenues, and the growth of the smart speaker category – which
may be the most signiﬁcant new platform launch since the smartphone. Some of the other results
are important at a broader social level including a clear look at the tens of millions of people who are
under-served by tech and media companies.
This year, we’ve gone deeper than ever, drawing upon extensive proprietary industry research along
with brand new, exclusive user surveys of over 5,000 tech and media consumers. We know you’ll ﬁnd
the results both provocative and useful and we look forward to a lively discussion.
Let’s see where tech and media are headed!
The Activate Team

3www.activate.com
The 9 Most Important Insights for Tech and Media in 2017
XX
Super-serve the Super-users and Chase the Attention Unicorns
Subscriptions will Feed the World (or at least Internet and Media Businesses)
Learn to Live with the Discovery Oligopoly
The Bot Battles are about Winning the Great Messaging War
eSports is the Next Tech Phenomenon
You Already Know the New Winners in Pay TV
Video Streaming: The Bundle is the Future
Audio: Smart Speakers, Gray Music
Post-Household America: A New Era of Users

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XX

CONSUMER TIME & ATTENTION
Tech and media consumption will increase across all formats
by 2020, with most of the increase in messaging and gaming
5
Note: Values do not account for multitasking. 2020 estimate is not normalized for population growth.
Sources: Activate analysis, comScore, Deloitte, Edison, eMarketer, Flurry Insights, Global Web Index, Informate,
NetMarketShare, Nielsen, Pew Research Center, Sandvine, SNL Kagan, Statcounter, We Are Social
TOTAL US HOURS SPENT DAILY AMONG ALL USERS, 2015-2020E, MILLIONS
2015 2020E
CAGR = 7.2%
VIDEO
AUDIO
GAMING
• GAMING time will
more than double,
fueled by e-sports
• MESSAGING will  
grow faster than
SOCIAL MEDIA
• AUDIO time will grow
as ambient technology
becomes pervasive
• VIDEO time will
moderate
1,340 1,470
410
670
1,240
180
170
960
17.9%
13.9%
5.3%
1.9%
SOCIAL MEDIA
3,000
4,230
20.9%
MESSAGING
350
440
FORECAST
ACTIVATE
BY 2020:

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=1,003)
Most consumers are multitasking across media
6
NEVER
RARELY
SOMETIMES
OFTEN
ALWAYS 10%
29%
30%
13%
18%
VIDEO MUSIC GAMING READINGMESSAGING
15%
29%
26%
12%
18%
11%
29%
28%
12%
20%
10%
16%
12%
58%
10%
23%
25%
38%
4% 4%
92%OF
CONSUMERS
MULTITASK
ACROSS AT
LEAST TWO
MEDIA TYPES
MULTITASKING FREQUENCY BY MEDIA TYPE, U.S., 2016, PERCENT OF RESPONDENTS

People also multitask during most other daily activities
7
MEDIA MULTITASKING BY DAILY ACTIVITY*,
U.S., 2016, PERCENT OF RESPONDENTS
TOP 3 MEDIA MULTITASKING TYPES BY DAILY ACTIVITY,
*Respondents could select more than one activity.
#3 ACTIVITY#2 ACTIVITY#1 ACTIVITY
PERSONAL
CARE
SHOPPING
EXERCISING
COMMUTING
EATING/
DRINKING
89%
84%
79%
67%
67%
99%
Multitaskers
across daily
activities
VIDEO MESSAGING MUSIC
MUSIC MESSAGING SOCIAL MEDIA
MUSIC VIDEO MESSAGING
MESSAGING MUSIC SOCIAL MEDIA

*Respondents could select more than one activity.
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=759)
At work, people spend time on many non-work tech and media
activities
8
<1 hour
1-2 hours
2-3 hours
3-4 hours
4+ hours
TIME SPENT AT WORK ON NON-WORK TECH AND MEDIA
ACTIVITIES, U.S., 2016, PERCENT OF RESPONDENTS
NON-WORK TECH AND MEDIA ACTIVITIES AT WORK*,
Personal emails
Reading the news
Internet browsing
Messaging
Social media
Online shopping
Streaming music
Watching online video
Watching sports and news clips
Playing online or mobile games
Looking for other jobs
Podcasts
Online dating
Watching pornography
54%
54%
50%
44%
36%
30%
26%
20%
14%
14%
11%
8%
3%
2%
3%
4%
6%
22%
65%
35% OF PEOPLE SPEND
MORE THAN ONE HOUR
DAILY ON NON-WORK
TECH AND MEDIA
ACTIVITIES AT WORK

43%
31%
82%
57%
69%
18%
Super-users hold massive potential for tech/media firms as they spend
disproportionately more time and money consuming media than most
users
9
GAMING TIME AND SPEND RELATIVE TO SHARE OF USERS,
VIDEO TIME AND SPEND RELATIVE TO SHARE OF USERS,
A GAMING SUPER-USER 
SPENDS ~6X MORE MONEY PER
MONTH THAN 82% OF USERS
A VIDEO SUPER-USER
SPENDS ~2X MORE MONEY PER
MONTH THAN 79% OF USERS
68%
42%
79%
32%
58%
21%Users with 5+
hours of weekly
gaming attention
Users with under
5 hours of weekly
gaming attention
$23 /
USER
$4 /
USER
Users with 3+
hours of daily
video attention
Users with under
3 hours of daily
video attention
$48 /
USER
$28 /
USER
Total Weekly
Gaming Time
Total Monthly
Gaming Spend
Total Daily
Video Time
Total Monthly
Video Spend
User Population User Population

Note: Only digital-first businesses included. Values do not account for multitasking.
Sources: Activate analysis, comScore
Digital Attention Unicorns capture 1 billion or more minutes of
digital attention per week
10
Technology
eCommerce/eCommerce Hybrid
Social Media
Streaming Services
55
BILLIONS OF TOTAL US MINUTES, AS MEASURED BY COMSCORE, PER WEEK SPENT ON DIGITAL PLATFORMS,
U.S., AUGUST 2016
51
22
13
8
5 5
4
2 2 1 1
Includes:
2

Note: Values do not account for multitasking
Sources: Activate analysis, Adweek, AIM Group, Company websites, comScore, Motley Fool
Monetization is not only a function of consumer attention, but also
a function of the business model
11
FORECAST
ACTIVATE
50
25
75
100
USFY2016ERevenues,BillionsUSD
15 30 45 60
Billions of Total US Minutes per Week
WEEKLY TOTAL ATTENTION AND ANNUAL REVENUES OF DIGITAL PLATFORMS, U.S., 2016E

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Over the next five years, global internet and media revenues will
grow by over $400 billion, outpacing GDP growth
13
CONSUMER INTERNET AND MEDIA REVENUES*, GLOBAL, 2016E-2021E, USD
*Consumer Internet and Media Revenues include Radio, Recorded Music, Magazine Publishing, Newspaper Publishing,
Video Games, Filmed Entertainment, Book Publishing, TV Subs and Licensee Fees, Internet Access, Digital Advertising  
& Traditional Advertising on these platforms.
Sources: Activate analysis, eMarketer, GroupM, IBIS, IFPI, IMF, World Bank, NewZoo, PwC, RBC, ZenithOptimedia
2016E 2021E
$1.7 trillion
$2.1 trillion$402 billion
CONSUMER INTERNET AND
MEDIA REVENUES
GROWTH 
DOLLARS
MEDIA REVENUES
CAGR 4.4%
Global GDP CAGR: ~3%
INTERNET & MEDIA SPEND
FORECAST
ACTIVATE

MEDIA REVENUES
MEDIA REVENUES
2016E 2021E
$1.7 trillion
$2.1 trillion
$177 billion
Ad revenue
Cost of Internet access**
Paid content
$87 billion
$138 billion
CAGR 2.6%
CAGR 6.3%
CAGR 4.7%
39%
32%
29%
35%
32%
33%
Ad revenue
Cost of Internet
access**
Paid content
Access, not content, will be the revenue growth driver over the next
five years
14
Video Games, Filmed Entertainment, Book Publishing, TV Subs and Licensee Fees, Internet Access, Digital Advertising
& Traditional Advertising on these platforms.
**Includes fixed broadband, wireless, and mobile internet access.
Sources: Activate analysis, eMarketer, GroupM, IBIS, IFPI, NewZoo, PwC, RBC, ZenithOptimedia
CONSUMER INTERNET AND MEDIA REVENUE GROWTH BY REVENUE SEGMENT*, GLOBAL, 2016E-2021E, USD
FORECAST
ACTIVATE

MEDIA REVENUES
MEDIA REVENUES
2016E 2021E
$1.7 trillion
$2.1 trillion
$226 billion
$138 billion $38 billion
CAGR 4.7%
CAGR 4.9%
CAGR 2.3%
18%
32%
50%
17%
32%
51%
Ad revenue
Subscription 
Revenue
Single 
Transactions
Ad revenue
Subscription 
Revenue
Single 
Transactions
Subscription will continue to be the dominant revenue model,
accounting for over half of consumer internet and media growth
15
Video Games, Filmed Entertainment, Book Publishing, TV Subs and Licensee Fees, Internet Access, Digital Advertising &
Traditional Advertising on these platforms.
Sources: Activate analysis, eMarketer, GroupM, IBIS, IFPI, NewZoo, PwC, RBC, ZenithOptimedia
CONSUMER INTERNET AND MEDIA REVENUE GROWTH BY REVENUE MODEL*, GLOBAL, 2016E-2021E, USD
FORECAST
ACTIVATE

Sources: Activate analysis, App Annie, Apple, App Websites, Google Play, Multiple (100+) News Article Reviews of Apps
(e.g., PC Magazine)
Consumer pay models outside of subscription and freemium are
essentially disappearing
16
MEDIA AND ENTERTAINMENT (NON-GAME) TOP 100 APPS BY REVENUE MODEL*, U.S., 2011-2016 YTD
*Non-game apps are all apps across all categories except games.
**January - September 2016.
Freemium
Pay to Download
2011 2013 2015 2016 YTD**
12%
15%
23%
20%
86%82%
57%
17%Subscription
PERCENT OF REVENUEPERCENT OF APPS
2011 2013 2015 2016 YTD**
26%
29%
32%
28%
71%
65%
38%
18%
6%
30%
54%
3% 2%3%
20%
63%

Sources: Activate analysis, App Annie, Apple, App Websites, comScore, Google Play, Multiple (100+) News Article
Reviews of Apps (e.g., PC Magazine)
The top subscription services in app stores are mainly video and
music streaming
17
TOP TEN (NON-GAME)* SUBSCRIPTION APPS BY REVENUE, U.S., TRAILING 12 MONTHS FROM SEPT. 16
EST. REVENUE (MILLIONS USD) EST. ANNUAL SUBSCRIBERS (MILLIONS)
94
174
94
31
103
61
47
31
34
31
1.6-2.0
1.1
0.7-1.0
0.2-0.8
0.6
0.4-0.6
0.2-0.4
0.2
0.1-0.2
0.1
Video and Music
Streaming Apps

31%
39%
39%
41%
42%
42%
47%
52%
59%
70%
Sources: Activate analysis, App Annie, Apple, App Websites, comScore, eMarketer, Google Play, Multiple (100+) News
Article Reviews of Apps (e.g., PC Magazine)
The demographics of top subscription apps over-index on young
adult users
18
EST. PERCENTAGE OF USERS BETWEEN AGES OF 18-35
OVERALL MOBILE PHONE INTERNET USER AVERAGE: 33%
TOP TEN (NON-GAME)* SUBSCRIPTION APPS, U.S., TRAILING 12 MONTHS FROM SEPTEMBER 16
Video and Music
Streaming Apps

# OF TYPES OF
SUBSCRIPTION SERVICES
18 - 34 35 - 44 45 - 54 55 - 64 65+
72%
62%
49%
41%
35%
16%
28%
38%
43%
46%
Although the trend of consuming via subscription is also seen in
the general population, younger people aging in will further
increase tech and media subscription adoption
19
*Includes Virtual Pay TV (e.g., Sling TV), Subscription Streaming Video (e.g., Netflix), Phone Plan (Cellular and Landline), Pay
TV (e.g., Comcast, Direct TV, etc.), Online Video Gaming Service (e.g., Xbox Live), and Streaming Music Services (e.g., Spotify).
16% 13%
6% 1% 1%
3% 3% 7% 9% 11%
# OF TYPES OF SUBSCRIPTION SERVICES* BY AGE GROUP, U.S., 2016, PERCENT
Note: excludes broadband Internet.
62% of 18-34s subscribe to at least 3 types of tech and media services
3 - 4 Subscription Services
0 Subscription Services

20
Digital access and television providers capture the highest average
revenue per user in the U.S.
ARPU based on consolidated US revenues except: Comcast ARPU is based on Residential & Business Services and advertising within the Cable
Communications division. Verizon Wired based of Consumer ARPU, and Wireless based off retail post & post-paid ARPU. Charter includes TWC
Subscription Revenue for Residential & Businesses services along with advertising, all Charter, and all Bright House Networks. DirecTV uses a
2014 ARPU grown by average rate of other listed PayTV providers. AT&T Wireless based on pre & post-paid services. Sirius is based on
subscriber and subscriber related revenues. Netflix is streaming revenues only. Facebook is based on advertising revenue.
Sources: Activate analysis, Company financials (10-K/10-Q), comScore, eMarketer, IRS exchange rates
$14$18$23$43$64
$100
$142$150
$592$601
$686
$1,042
$1,311
$1,480
$1,633$1,648
ANNUAL AVERAGE REVENUE PER USER (ARPU), U.S., 2015, USD
(Includes TWC) (Only Streaming)(Alphabet)(Wired)
ARPU

ARPU based on consolidated global revenues except: Apple ARPU is for equipment sales (excludes accessories, apps, and iPods). Amazon
excludes services. Xbox values are for fiscal year ending June 30th, 2015 and include all xbox related revenue. Playstation includes all items
in Games & Network services segment. Facebook is based on advertising revenue.
Sources: Activate analysis, Company financials (10-K/10-Q), comScore, eMarketer, IRS exchange rates 21
Viewed through a global lens, hardware/commerce-oriented
businesses are the ARPU leaders
$8$11$19$28$32$39$54$54
$280
$617
$670
$754
ANNUAL AVERAGE REVENUE PER USER (ARPU), GLOBAL, 2015, USD
(Hardware Only)
(WeChat et al.)
XBox
Playstation
ARPU

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DISCOVERY OLIGOPOLY
* Microsoft social network capability through LinkedIn.
** Includes recommended products, sponsored tweets, sponsored articles, etc.
Sources: Activate analysis, Company websites
A handful of digital platforms have become the Discovery Oligopoly,
controlling each stage of the consumer journey
23
Access Discovery Consumption
PROPRIETARY
HARDWARE
OS BROWSER
CLOUD
SERVICES
SEARCH
ENGINE
VIRTUAL
ASSISTANT
SOCIAL
NETWORK*
AD STACK
SPONSORED
CONTENT**
FIRST-PARTY
PUBLISHING
E-COMMERCE
PAYMENT/
WALLET
CONSUMER JOURNEY
U.S.PlatformsChinesePlatforms
Strong Capability
Limited Capability
Little/No Capability
*

DISCOVERY OLIGOPOLY
Sources: Activate analysis, Company websites and press releases
The Discovery Oligopoly uses discovery algorithms and sponsored
content deals to pick winners, forcing everyone who wants to reach
a user to buy their way to prominence
24
PREFERRED CONTENT
SEARCH
OPTIMIZATION CURATED RESULTS PAID PROMOTION SPONSORED ADS EXCLUSIVES
EXAMPLES
DEFINITION
• Visibility of content
dependent upon
past click history or
relationship to
content shared by
friends/colleagues/
family members
• Optimization
algorithms require
content creators
to adapt to  
search engine
requirements
• Optimization also
requires
partnerships with
search widgets
like Google Now
• Search results
personalized
based on past
browsing or
shopping history
• Removal of
content for
abuse or
violations of
terms of service
• Search
algorithms will
return partnered
content (e.g.,
Sponsored
Tweets) along
with a list of
other results
• Unifying search
and business
development
• Sponsored ad
inventory
enables
marketers to
gain increased
exposure in
search results
on highly
trafﬁcked
platforms
• Consumption of
speciﬁc content
requires using a
proprietary
platform  
(e.g., New York
Times exclusive
at launch of
Facebook
Instant Articles)

DISCOVERY OLIGOPOLY
Sources: Activate analysis, Parse.ly
Social has overtaken search as the primary vehicle for digital
discovery
25
TRAFFIC TO GOOGLE AND FACEBOOK, GLOBAL, 2013-2015, PERCENT OF TOTAL WEB TRAFFIC
2013 2014 2015
While Facebook has been
taking trafﬁc from
independent publishers for
the past two years, it is now
also taking share from Google
40%
39%
34%
36%
35%
36%
33%
31%
38%
39%
35%
33%
33% 33%
39%
23%
18%
21%
15%
13%
10%
8%

DISCOVERY OLIGOPOLY
Sources: Activate analysis, Parse.ly, Reuters
The major search and social platforms have squeezed out news
sites to solidify their control over publishers
26
Jan-Feb 2014 Jan-Feb 2015 Jan-Feb 2016
14%
22%
29%
46%
36%
32%
40%41%
30%
NEWS/INFORMATION REFERRAL TRAFFIC BY SOURCE, U.S. 2014-2016, PERCENT
Other (e.g., RSS,
Aggregators)
News Sites
Social
Search and
Portals
Growth in U.S. consumers using
social media for news, 2014-2016
Growth in number of consumers using
push notiﬁcations for news, 2014-2016
Share of social news consumers using
Facebook as primary source, 2016
9%
1% +14%
+6%
44%
BY THE NUMBERS

DISCOVERY OLIGOPOLY
Major platforms dictate increasingly strict discovery requirements
for media creators during each platform shift
27
• Evolving SEO requirements require
publishers to constantly tweak content
in order to guarantee discovery
• Favors larger publishers with advanced
technical capabilities and awareness
of most recent Google/Bing updates
• Discovery on social platforms require
loosening control over the ad stack and
sharing advertising revenues
• Recent Facebook algorithm tweaks
favor user-generated content over
publisher content
• Voice-control bots (e.g., Siri) and
search widgets (e.g., Google Now) pull
content from pre-determined sources
and publishers
• Discovery algorithms on these
platforms will grow in influence
BOT APPLICATIONSSEARCH ENGINE OPTIMIZATION FIRST-PARTY PUBLISHING
Sources: Activate analysis

DISCOVERY OLIGOPOLY
Sources: Activate analysis, comScore, Morgan Stanley
In terms of mobile, traffic for the top 50 sites increasingly exceeds
direct app traffic, and is now almost three times greater
28
11.4
8.9
6.3
4.0
3.3
2.7
2.9x
2.7x
2.3x
2014 2015 2016
MEDIAN MONTHLY UNIQUE VISITORS OF TOP 50 MOBILE SITES AND APPS, U.S., AUGUST 2014-2016, MILLIONS
Ratio of
Mobile Web
to App
MUVs
App Mobile
Web
App Mobile
Web
App Mobile
Web

DISCOVERY OLIGOPOLY
*CPI/CPLU data for iOS applications.
Sources: Activate analysis, Blur, Fiksu
Discovery challenges and increasing development costs are making
new apps largely uneconomical
29
AVERAGE MOBILE APP CPLU*/CPI AND DEVELOPMENT COST, GLOBAL, 2014-2016, USD
Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16
$1.70
$1.46
$1.53
$1.15
$1.53
$1.17$1.21
$1.06$1.05
$3.21
$4.23
$4.14
$3.21
$3.09
$2.10
$2.25$2.23
$1.45
Cost Per Loyal User
Cost Per Install
Between 2014 and 2016,
average app development costs
rose from around $75k to
almost $100k per app

DISCOVERY OLIGOPOLY
Sources: Activate analysis, eMarketer, Localytics
Even when a consumer discovers and downloads an app, they are
highly unlikely to repeatedly use it; some people download and
never use
30
APP RETENTION RATE BY DAYS SINCE FIRST USE, GLOBAL, 2016, RETENTION PERCENT
AppRetentionRate
10%
20%
30%
Days Since First Use
1 2 3 4 5 6 7 14 30 45 60 90
iOS

DISCOVERY OLIGOPOLY
Sources: Activate analysis, BloomReach, PowerReviews
In eCommerce, Amazon and Google are increasingly becoming
discovery vehicles for online shopping
31
4%
12%
28%
55%
5%
16%
34%
44%
2015
2016
41%
34%
52%
WHERE SHOPPERS START THEIR PRODUCT SEARCH,
U.S., 2015-2016, PERCENT OF RESPONDENTS
SHOPPING SITES VISITED AFTER GOOGLE SEARCH,
Search Engines
Brand or Retailer Site
Other eCommerce Site
Other Retailers
Includes search and direct trafﬁc

DISCOVERY OLIGOPOLY
Note: Figures will not sum perfectly due to rounding.  
*Includes digital revenues from both traditional and digital native media companies.
Sources: Activate analysis, eMarketer, IAB, MoffettNathanson, PwC
Overall, discovery dominance translates into revenue — Google and
Facebook are expected to command 73% of each additional digital
ad dollar over the next three years
32
DIGITAL AD REVENUE GROWTH BY PLATFORM, U.S., 2015-2018E, BILLIONS USD
$59.9
$13.9
$10.6
$8.0
$0.9
2015 2018E
$93.2
OTHER*
Google
Facebook
Microsoft
Other 41%
41%
13%
4%
35%
20%
41%
3%
42%
31%
3%
24%
% = share of each incremental digital ad dollar

First-party publishing initiatives will strengthen digital platforms
as a source of content discovery
Sources: Activate analysis, Facebook, Google, Snapchat 33
DISCOVER ACCELERATED MOBILE PAGESINSTANT ARTICLES
Launched in January 2015 Launched in February 2016Opened to Publishers in April 2016
Facebook is default white-listed ad platform Google is default white-listed ad platform
+ FOLLOW
DISCOVERY OLIGOPOLY

Sources: Activate analysis, Netflix, Spotify
Successful content platforms build sophisticated curation engines
into their offerings or integrate with third-party virtual assistants
34
71%
60%
Discover Weekly
listeners save at
least one track to
personal playlists
Discover Weekly
listeners stream
at least five of the
playlist’s tracks
Spotify Discover:
Curated playlists for users based on listening history
Netflix:
Updated global recommendations and bot integration
Native Recommendation Engine Integrated Into Virtual Assistant
DISCOVERY OLIGOPOLY
Making a Murderer
Name of TV Show:
Keep track of this TV show?
On Netflix 
me, Mom 
 
“…if you’ve been watching Making a
Murderer on Netflix, because it’s really
good…”

Nurturing fan culture and developing communities are some of the
few ways for media companies to overcome the Discovery
Oligopoly’s user control
35
DISCOVERY OLIGOPOLY
Sources: Activate analysis, Company websites, YouTube
“SIDEMEN” FIFA COMMUNITY FRANCHISE GAME COMMUNITIES
14.8
MILLION
SUBSCRIBERS
KSI
W2S
Miniminter
8.5
MILLION
SUBSCRIBERS
5.2
MILLION
SUBSCRIBERS
• Group of partnered
FIFA YouTubers
• Promotion of FIFA
titles and add-ons
• Merchandise sales
and online stores
• Gaming-oriented
music singles
• Sponsored gaming
content
• Game promotions
through “Let’s
Play” series
• Social media
presence

36www.activate.com

Sources: Activate analysis, Company websites and press releases
Bot proliferation began in early 2016; in less than six months, each
of the major tech platforms either launched a bot platform, created
a messaging app, or both
37
MESSAGING & BOTS
2016 DEVELOPMENTS IN:
Bots
Messaging
Platform
VB Voice Bot
Facebook M
Public
Availability?
NOVEMBER AND BEYOND?
Bots for  
Messenger  
Platform
10K+
developers
building
Messenger
chatbots
Messenger
reached  
1B MAU
Alexa has
1,400 skills,
over 10,000
developers
Google
Assistant,
Home, and
Pixel
APRIL MAY JUNE JULY SEPTEMBER OCTOBER
Kik Bot Store
Line opens to  
Bot Developers
Messenger
Instant Video
Echo Dot
Google Allo
App
Payments
available on
Messenger
iMessage apps
and iOS 10
VB VB
Samsung Otto
VB
Acquires Viv
AI assistant
VB
VB

Despite all the investment, bots are still in their infancy, with real
challenges to functionality, discovery, adoption and monetization
38
MESSAGING & BOTS
• •
• • • •
•
• •
•
• •
• • •
• • •
Bot discovery in FB Messenger
is limited to featured
placement and user search
Natural language recognition
and responses for many
services require reﬁnement
Many bots redirect users to
external sites for payment
POOR DISCOVERABILITY POOR USER EXPERIENCE,
LIMITED AI
LIMITED PAYMENT
INTEGRATIONS
LACK OF CROSS-PLATFORM
DISTRIBUTION

Note: Messaging defined as communicating in real time with other contacts; social defined as broadcast sharing of
updates, images, videos, etc.
*Hybrid messaging apps
**No data available for MAU of Allo
Sources: Activate analysis, Company websites, eMarketer, GlobalWebIndex, SNL Kagan, TechCrunch, US Census
The bot battles are about growing each company’s messaging
services—and stopping Facebook’s march to total world domination
39
MESSAGING & BOTS
250
500
750
1,000
1,250
1,500
2012 2013 2014 2015 2016E
WhatsApp Launched 2009
FB Messenger Launched 2011
WeChat Launched 2011
Viber Launched 2010
Kik Launched 2010
LINE Launched 2011
iMessage Launched 2011
Allo** Launched 9/2016
Instagram* Launched 2010
Snapchat* Launched 2011
USE OF MAJOR MESSAGING PLATFORMS, GLOBAL, 2012-2016E, MONTHLY ACTIVE USERS, MILLIONS
• Facebook
messaging
properties
comprise a majority
of global usage
• Google launched
Allo to compete
against Messenger
and provide a home
for Google
Assistant to live
across platforms
• Hybrid platforms,
e.g., Snapchat and
Instagram, are
experiencing
notable growth as
each bolsters
social media
presence with
messaging features
FORECAST
ACTIVATE

*Hybrid messaging apps
Note: Excludes Line and Viber
Sources: Activate analysis, Ark Invest, Asymco, CNET, Company websites, eMarketer, Ericsson, Forbes, GlobalWebIndex,
IDC, SNL Kagan, TechCrunch, US Census
The messaging wars are far from over, and various market
dynamics could tip the balance of power
40
MESSAGING & BOTS
What would you have to believe?
FB Messenger can reach 2B+ MAUs by
entering China and innovating features
e.g., payments and M assistant
WhatsApp’s growth could flatten due to
reaching saturation and lack of content
beyond emoji
A potential Amazon acquisition of Kik and
integration of Alexa and commerce could
drive Kik usage, growth and purchases
Releasing iMessage onto all competitive
platforms, launching Siri as a messaging
assistant, and signiﬁcantly supporting
the messaging app/bot developer
community could help iMessage
approach 1B MAUs
Allo could skyrocket if it becomes a GMS
component, the default messenger/SMS
client in Android, and more of a central
interface for Google search
WhatsApp
FB Messenger
Kik
iMessage
Allo
WeChat
Instagram*
Snapchat*
WeChat could have issues expanding
adoption beyond Asia at meaningful scale
Instagram and Snapchat continue
growing, but at a slower rate, as direct
competition between the two intensiﬁes
350
700
1,050
1,400
1,750
2,100
2012 2013 2014 2015 2016E 2017E 2018E 2019E 2020E
iMessage without
launching on
competitor
platforms
Apple risks a much flatter path for
iMessage if it does nothing to evolve the
service
SCENARIOS: MAJOR MESSAGING PLATFORMS, GLOBAL, 2012-2020E, MONTHLY ACTIVE USERS, MILLIONS
FORECAST
ACTIVATE

The messaging war will not be a winner-takes-all; consumers will
use multiple messaging services
41
MESSAGING & BOTS
64%
1 Messaging
App
20%
2 Apps
16%
3 or more
Of those who use
Facebook:
• 15% use Snapchat
• 11% use iMessage
TODAY, 36% OF CONSUMERS SAY THEY USE
TWO OR MORE MESSAGING APPS
CONSUMERS ALREADY USE MULTIPLE APPS EACH
MONTH
MARKET DIFFERENTIATION
Customers currently see the
most popular messaging
platforms as differentiated,
with each possessing its own
inherent value proposition.  
For example:
• iMessage is used to
communicate
conversationally with close
friends
• Snapchat Stories are used
to distribute viral content to
large audiences
• Facebook is used for its
directory value
I don’t use messenger apps
iMessage
Snapchat
Google Hangouts
WhatsApp
GroupMe
Kik
Google Allo
Line
Viber
Slack
WeChat
Facebook Messenger
46%
25%
17%
16%
9%
9%
4%
2%
2%
2%
2%
2%
1%

Source: Activate analysis
Messaging wars are being fought to control the consumer
relationship and interaction path to functionality and content
42
MESSAGING & BOTS
1
USER
User perception
is that they go
DIRECTLY to
apps and
websites for
content and
services
In reality, apps must
go through a chain of
control for discovery
and engagement
2
Content
Apps/services see an opportunity
to disrupt the current typical chain
of control through bots and
delivering services with less
friction direct to the user
3
KNIGHTS
Platform controlled apps (Knights) attempt
to defend revenue by controlling bot
discovery and integrations
4
SERFS
NOBLES
KINGS
Platform owners
have loyalty of users
Platform owners
provide  
OS for apps
Platform owners
develop apps for user
engagement
END
EXPERIENCE
5
New entrants without
platform control will use
extreme measures to win
the consumer relationship

What’s at stake? This goes far beyond messaging—it’s about
defending each major platform’s core revenues and consumer bases
43
MESSAGING & BOTS
SEARCH ADVERTISING
Bots facilitate search on major platforms
and messaging apps, many of which
leverage Bing instead of Google, reducing
Google’s search stronghold
Messaging holds potential for alternative
platform product discovery and purchase
B-to-B messaging and productivity
integration threaten existing enterprise
platforms
Messaging has potential to create
stickiness on particular social platforms,
or move social behavior from old
platforms to messaging platforms
Many bots offer the same content and
services as apps, drawing users away
from the app store and traditional forms
of discovery
APPS
RETAIL E-COMMERCE
ENTERPRISE
SOCIAL MEDIA ADVERTISING
CORE AREAS OF PLATFORM CONTROL WHAT IS AT STAKE FOR THE MAJOR PLATFORMS?

Sources: Activate analysis, Company websites, LinkedIn, Salesforce Annual Report, Salesforce appexchange, Quartz
Companies entering the enterprise messaging space anticipate
that the workplace will adopt messaging and use it as the primary
interface for internal communication and collaboration
44
MESSAGING & BOTS
ENTERPRISE MESSAGING PLATFORMS
•In-place integrations
Enterprise  
Communication
Document Storage  
and Search
Document  
Creation
Bot  
Platform
• • •
• • •
• • • •
•
• • •
• •
• •
• • •
• •
• •
Messaging
•Add-on integrations

Sources: Activate analysis, Adweek, Bloomberg, eMarketer, Instagram, SNL Kagan
Hybrid sharing/messaging platforms will also gain traction and
capture daily digital behavior
45
MESSAGING & BOTS
Instagram
Direct
DECEMBER 2013
Snapchat
“Chat”
MAY 2014
Instagram Direct
with threading and
direct content
DECEMBER 2014
Snapchat  
“Chat 2.0”
MARCH 2016
SNAPCHAT MONTHLY ACTIVE USERS,
GLOBAL, 2013-2016E, MILLIONS
INSTAGRAM MONTHLY ACTIVE USERS,
GLOBAL 2013-2016E, MILLIONS
2013 2014 2015 2016E
100
180
301
Chat
introduced
Chat2.0
2013 2014 2015 2016E
Instagram
Direct
Threading
anddirect
content
150
300
33
400
520

Sources: Activate analysis, Amazon, Company websites, The Verge
The voice bot market started very differently from chatbots, relying
on hardware-connected platforms like Amazon Alexa instead of
text-based messaging
46
MESSAGING & BOTS
HARDWARE WITH VOICE BOTS BY INITIAL LAUNCH YEAR, 2011-2014
2011 2012 2014 2014
iPhone 4S
Siri
Galaxy Nexus Lumia phones running
Windows Phone 8
Cortana
COMPANY
VOICE BOT
Echo
HARDWARE

Sources: Activate analysis, Amazon, The Verge
Amazon’s strategy is the opposite of every other player:  
price subsidized, reliant on eCommerce and no text messaging
platform. Alexa could be the foundation for building or acquiring a
messaging service
47
MESSAGING & BOTS
2014 2015 2016 2017E
$180
$50
Free?
$40
$50
Fully featured standalone
Dot with Alexa
LOWEST ENTRY PRICES FOR ALEXA ENABLED DEVICES, 2014-2017E

Sources: Activate analysis, BotList, Facebook, Forbes, TechCrunch, The Verge
The bots that matter today are largely recognizable brands that rely
on messaging apps and major platforms for distribution
48
MESSAGING & BOTS
USER
FIRST-PARTY
VOICE BOTS
INTERFACEINTERACTION THIRD-PARTY CHATBOTS
MAJOR FIRST- 
PARTY PLATFORMS
VOICE
VOICE &
MESSAGING
MESSAGING
FB Messenger WhatsApp
Telegram
LineWeChat
Kik Slack
Viber
Cortana
Alexa
Facebook M
Siri
Assistant
TRAVEL/TRANSIT SHOPPING/COMMERCE
NEWS/WEATHER HEALTH & FITNESS
PERSONAL ASSISTANCE CUSTOMER SERVICE
VOICE AND MESSAGING BOTS ECOSYSTEM
FB Messenger alone has over 30K bots
Bots that Matter
GuestBotHello Jarvis

*Note: Bing search as default on Facebook M unconfirmed, though Facebook search agreement is with Microsoft
Sources: Activate analysis, Company websites, SearchEngineLand
First-party bots promise to reshuffle the deck in search, as well as
the way users discover information and services
49
MESSAGING & BOTS
VOICE BOTS / CHATBOTS FROM MAJOR CONSUMER PLATFORMS
GOOGLE
ASSISTANT
MICROSOFT
CORTANA
APPLE SIRI AMAZON ALEXA FACEBOOK M*
SEARCH Google Bing Bing* Bing
BROWSING Chrome Edge Safari N/A N/A
PROFILE Cloud-Based Cloud-Based Device-Based Cloud-Based Cloud-Based
LOCATION Google Maps Bing Maps Apple Maps N/A N/A
DEFAULT
CONTENT
SOURCES &
SELECT
INTEGRATIONS
Google Finance
Google News
Weather.com
Zagat
OpenTable
Walgreens
Instacart
Google Play
Music
MSN
MSN Money
Uber
Foreca
Yelp
OpenTable
Groove Music
Apple News
Apple Stocks
Yahoo Local
Citysearch
Weather.com
OpenTable
Yelp
iTunes
AP
BBC News
NPR
Uber
Accuweather
Twitter
Jeopardy
Dominos
Amazon Music
N/A
Deeply integrated, third-party
content partnerships are this
era’s version of “featured
placement” in the app store
First-party voice bots and
chatbots are deeply
integrated into the OS by
platform owners in order to
direct users to preferred
search results
Competitor platforms do not
want Google to dominate
this next evolution of search
or have their customer data,
and instead default to Bing
SHIFT IN SEARCH
Users will no longer access platforms
to ﬁnd information and services. With
virtual assistance, platforms will
instead allow information and
services to ﬁnd users.
SEARCH
First-party bots have access
to proprietary user data in
order to deliver tailored
results

Chatbots will be successful in use cases where interactions are
simple, fast and easily automated
50
MESSAGING & BOTS
INTERNET OF THINGSCONVERSATIONAL
LOCAL SERVICES
PERSONALIZED CONTENTVOICE
Alexa, how
long will it
take me to get
to work this
morning?
CUSTOMER SERVICE
When can I
expect my
order?
QUICK DIAGNOSTICSECOMMERCE
LIKELY WINNING BOT USE CASES
DECISION
TREES
COMMANDS
OR PASSIVE
SUGGESTIONS

Sources: Activate analysis, Wired
Messaging chatbots and voice bots that do not enhance, accelerate
or simplify a web or in-person experience will fail
51
MESSAGING & BOTS
CONSIDERED PURCHASES COMPLEX PURCHASES THIRD-PARTY BANKING AGGREGATION
LOSING BOT USE CASES

Sources: Activate analysis, CB Insights, Company press releases, Company websites, CrunchBase, TechCrunch
Today’s bots are rudimentary, but with investment in AI they will
improve in sophistication and personalization
52
MESSAGING & BOTS
2011 2012 2013 2014 2015 2016
Siri debut
Google Now
debut on
Android
AI has many
applications, but it’s
following current
market momentum
Major
platforms are
accelerating
acquisitions in 2016
alongside
messaging
growth
Bot-focused
ARTIFICIAL INTELLIGENCE RELATED ACQUISITIONS BY MAJOR TECH COMPANIES, 2011-2016

More sophisticated bots may start to gain traction in emerging
areas of technology and services
53
MESSAGING & BOTS
FUTURE CAR / HANDS-FREE TRANSIT
APPLICATIONS
• Remote automobile monitoring/
management
• Automated communications functions
• Anticipatory mapping/transit routing
MEDIA DISCOVERY
• Audio & video content management
• Tailored recommendations
• Discovery across content providers
BETTER CUSTOMER SERVICE
• Immediate response times
• Unlimited sales support
• Richer data and analytics
INTERNET OF THINGS ADOPTION
• Home & appliance management
• Utilities monitoring
• Virtual personal trainers/coaches
COMMERCE
• Automated purchasing
• Personalized shopping experience
• Integrated payment
MORE EFFICIENT WORKPLACES
• Automated calendar management
• Online research
• Bookkeeping
DECISION
TREES
COMMANDS
OR PASSIVE
SUGGESTIONS
FUTURE BOT USE CASES
Bots will no
longer require
commands, and
will instead
automatically
serve preferred,
regular content
and services
Bots will be able
to respond to
complex and
considered
requests and
consumer
preferences

*Includes Messenger and WhatsApp
**Assuming successful transition of Skype to messaging platform
***Assuming messenger build or acquisition
Sources: Activate analysis, App Annie, Andreessen Horowitz, The Economist, Forbes, Nomura, TechInAsia, TechRadar
Each of the tech companies is hoping to monetize messaging, and
in 2020 could look similar to Asian first-mover counterparts
54
MESSAGING & BOTS
MESSAGING PLATFORM PROJECTIONS, SERVICES AND ARPU, GLOBAL, 2020E, USD
ARPUService Ads Stickers Games Payments App Store Music TV eCommerce Web Search
WeChat
• • • • • • • •
LINE
• • • • • • • •
Apple
• • • • • • •
Facebook*
• • • • •
Google
• • • • • • • •
Microsoft**
• • • • • • • • •
Amazon***
• • • • • • • •
$15.65
$13.16
$6.03
$4.94
$2.47
$1.83
$1.74
FORECAST
ACTIVATE

Sources: Activate analysis, AdWeek, Line, Quartz, Tencent, Yahoo Finance
The key question for messaging: will the rest of the world follow the
adoption patterns of Asia?
55
MESSAGING & BOTS
Free global
calling
LINE’s Platform Timeline
WeChat’s Platform Timeline
Reached web scale 
(100 million MAUs)
App Store
Launched 
in response to
Japan earthquake
Reached web scale
(100 million MAUs)
Launched
Games
Stickers
Creators’
market for
user-
generated
content
Taxi
services
Fitness
tracker
Music
Games
Grocery
deliveryeCommerce
JUNJUN JAN2011 2013 2015 2016
IPOBOT API
released
2016
Ben the
WeChat
Robot
Music
Personal
loans
Payments
TV
Taxi services
Grocery delivery
eCommerce
TV
800 million+
MAU
$1.3B
Revenue
$
Stickers
2012 2014
Payments

Sources: Activate analysis, eMarketer, GlobalWebIndex, Medium, TechCrunch, TechinAsia, The Economist, We Are Social,
World Bank
The risk to messaging monetization in the rest of the world is that
drivers of adoption may be unique to Asia
56
MESSAGING & BOTS
1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
East Asia & Pacific
United States
Internet Penetration, 1990-2015, US and Asia, Percent of Population
INTERNET ADOPTION LAGGED BEHIND THE US HIGH USAGE OF SMS
DIGITAL MARKET DRIVEN BY COMMERCE, NOT ADS MOBILE-FIRST / MOBILE ONLY USERS
Homepages Blogging Social Media
30%
62% 74%
2%
11%
25%
Case Study: Tencent, 2012, China
>80%
of Tencent’s $7B in revenue was
generated from Value Added
Services and eCommerce
<10% of revenue came from banner
ads and search keywords
SMS Traffic (Number of SMS), 2014, Global, Billions
1
3
2014 2015 2016E 2017E 2018E 2019E
47%
50%
52%
55%
57%
60%
Mobile Phone Internet User Penetration, 2014-2019E, Asia
Pacific, Percent of Mobile Phone Users
2,052
248
501
943
3,732
Asia Pacific Europe
Latin
America
Middle East
& Africa
North
America
2
3 4

Sources: Activate analysis, Quartz
For successful messaging monetization, services will need to
address payment and eCommerce adoption in messaging
57
MESSAGING & BOTS
FACTORS DRIVING MESSAGING MONETIZATION SUCCESS IN ASIA
1
SMS
POPULARITY
High adoption rates of
both mobile and SMS in
Asia and North America
propelled messaging to
be the dominant form  
of communication in
those regions
YES
2
STICKERS AND
EMOJI
Visual messaging
short-hand e.g.,
emoji, emoticons and
stickers drives
messaging
engagement by
enabling quick
interactions
YES
3
MESSAGING
PAYMENT
ADOPTION
Messaging payment
adoption in Asia has
been driven by cultural
watershed moments  
e.g., Q Coin and the Red
Envelope phenomenon
with WeChat
NOT YET
4
MESSAGING
ECOMMERCE
ADOPTION
Messaging
commerce has
translated into
success for shopping
use cases in
messaging
NOT YET
True outside
of Asia?

*Note: Indexed against United States SMS costs, normalized for median household income & purchasing power  
parity 2015
Sources: Activate analysis, China Internet Network Information Center (CNNIC), eMarketer, Forbes, Gallup Global Data
Insights, OECD, Twilio, U.S. Census Bureau, We Are Social, World Bank
SMS grew quickly in popularity in Asia and North America, which
acclimated users to mobile messaging
58
MESSAGING & BOTS
GLOBAL SMS TRAFFIC, 2004-2014, BILLIONS OF TEXTS
• SMS usage in the US took off in
the pre- and early smartphone era
due to cost and utility value
(immediacy of communication,
convenience, etc)
• SMS trafﬁc in both regions
dropped once “free” IP messaging
alternatives came to market, with
added features such as emoji,
stickers and access to directories
of popular social networks
2004 2006 2008 2010 2012 2014
NORTH AMERICA
ASIA PACIFIC
434
53
3,772
2,385
3,732
2,052
TRUE OUTSIDE OF ASIA: YES

Sources: Activate analysis, eMarketer, LINE SEC filing
US consumers—especially younger consumers—are adopting
stickers and emoji
59
MESSAGING & BOTS
2013 2014 2015
$280
$200
$95
LINE’s sticker
revenue set it up
for a billion
dollar IPO YEAR
U.S. Users
16-35 (Millions)
PENETRATION
(PERCENT OF SOCIAL
NETWORK USERS)
LAUNCH
2014 32.8 18.9%
Chat
Geoﬁlters
2015 46.1 25.6%
Discover
Lenses
2016 58.6 31.6%
Auto-Advance
Stories
Memostories
U.S. SNAPCHAT GROWTH AND STICKER LAUNCHES
LINE STICKER REVENUE, GLOBAL, 2013-2015, MILLIONS, USD
TRUE OUTSIDE OF ASIA: YES

Sources: Activate analysis, Jefferies, Quartz, WeChat, Wall Street Journal
Some specific cultural behaviors that drove payment and
commerce adoption in Asia will not translate to the US
60
MESSAGING & BOTS
In 2007, China’s fastest growing
currency was QQ coin, a virtual
currency introduced by Tencent
in 2002. Users saw the coins as a
safer way to conduct small online
purchases, because credit cards
weren’t yet commonplace.
Unlikely to follow in the US as
credit cards are commonplace.
In 2006, the total volume of
trading in virtual items in
China was worth $900
million USD. Only 45% of this
was for Tencent items. A
parallel market for real items,
such as CDs and makeup,
also quickly formed.
2014 2015 2016
0.2
WECHAT RED ENVELOPES SENT LUNAR NYE, CHINA,
BILLIONS
1.01
8.08
As of Q1 2016,
WeChat Pay has over
400m users
In 2014, WeChat launched “red envelopes,” allowing
users to send random amounts to money to each other.
Since exchange of red envelopes was already an
established cultural practice, tens of millions of users
attached their bank cards to the app, opening up
opportunities for purchasing rides, meals, etc via
WeChat. Since then, gifting digital red envelops has
become a tradition.
American culture has no analogous practices
RED ENVELOPES
QQ COIN

Sources: Activate analysis, Accenture, eMarketer
US subscribers are getting comfortable with payments through
mobile, however, adoption has fallen well short of Asia
61
MESSAGING & BOTS
2014 2015 2016E 2017E 2018E 2019E
49%
47%
45%
38%
28%
15%
31%
27%
24%
19%
12%
10%
US % of smartphone users
China % of smartphone users
TYPES OF MOBILE TRANSACTIONS MADE BY U.S.
SMARTPHONE USERS, JUNE 2016
Purchase in app or online
Paid bill
Received loyalty point
Sent / received money
Paid in store
Paid for parking / taxi / transit
Withdrew money from ATM
Paid by text
Sent money internationally 2%
4%
7%
13%
23%
27%
29%
54%
55%
PAYMENT OPTIONS OWNED BY U.S. PLATFORMS
Apple PayGoogle WalletMessenger P2P
MOBILE PAYMENT ADOPTION FORECAST, U.S. AND CHINA, 2014-2019E
TRUE OUTSIDE OF ASIA: NOT YET

Sources: Activate analysis, TechCrunch, TechinAsia
The commercialization of social media in Asia has driven
messaging platforms to become central areas of eCommerce
62
MESSAGING & BOTS
Purchasing via platforms is considered a necessity in
Asia due to mobile playing such a large role in commerce
(versus a convenience in the US). As a result, buy buttons
are expected to take off quickly in Asia.
Informal C2C eCommerce on social media is on the rise in Asia.
Merchants feature their products on Instagram, and customers
purchase the items entirely through messenger platforms, such as
LINE. This was estimated to account for 33% of eCommerce gross
merchandise volume in Thailand in 2014.
High mobile penetration and
content creation concentrated on
social media platforms
SHADOW MARKETS PLATFORM MONETIZATION
Commerce-driven digital market
Example: LINE GroceriesExample: Customer purchases attire via Instagram and LINE

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=1,003), Critero State of Mobile
Quarterly Reports, Gartner, Goldman Sachs
While eCommerce is taking off in the US, customers are still
uncomfortable paying for products via messenger 
63
MESSAGING & BOTS
TRUE OUTSIDE OF ASIA: NOT YET
PERCENTAGE OF RETAIL ECOMMERCE TRANSACTIONS CONDUCTED VIA MOBILE, 2014-2016E, U.S. & CHINA
25%
55%
22%
50%
19%
38%
2014
2015
2016
China
United States
50.8%
18.2%
18.5%
6.0%
6.5%
How comfortable would you be browsing and
paying for products with a messaging
application, like Facebook Messenger?
Very comfortable
Quite comfortable
Somewhat
comfortable
Hardly
comfortable
Not at all
comfortable
U.S. CONSUMERS SLOW TO ADOPT PAYMENT VIA MESSENGER

64www.activate.com

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), Newzoo, Nielsen,
SuperData Research
eSports — competitive video gaming – is the next tech phenomenon
65
eSPORTS
eSports
SKILL-BASED - players must be nimble
decision makers who can devise and  
execute strategies
GLOBALLY CONNECTED - no boundaries
to create global and social communities
PARTICIPATIVE - 90% of eSports
enthusiasts are also participating gamers
MULTIPLE PATHS TO MONETIZATION -  
multiple revenue streams built off existing  
gaming mechanics, such as in-game betting
MASSIVE AUDIENCE - over 250 million
enthusiasts worldwide following events both
online and in person

We forecast that eSports will reach ~500 million fans worldwide
by 2020, ahead of popular sports such as basketball
66
eSPORTS
2016E 2017E 2018E 2019E 2020E
270
365
411
451
495
ESPORTS VIEWERSHIP, GLOBAL, 2016E-2020E, MILLIONS
eSports
~400M Fans
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), Newzoo, Nielsen,
SuperData Research
Fans
FORECAST
ACTIVATE

67
Major tech and media companies will continue to capitalize on the
eSports opportunity
EXAMPLES OF MAJOR TECH AND MEDIA COMPANIES IN ESPORTS WORLDWIDE
Sources: Activate analysis, Business Insider, ESL, ESPN, Fortune, Google, IeSF, Microsoft, Narus Advisors/Eilers &
Krejcik Gaming, Newzoo, Sony, Tencent, The Guardian, Turner, Variety, Yahoo
eSPORTS
Launched eSports
Championship
Series via Twitch
Launched gaming
dedicated service:
YouTube Gaming
Broadcasting
Activision Blizzard
games live on
Facebook
Collaborating on
streaming, new
tournaments,
sponsorships
with ESL
Will launch Arena,
its own eSports
platform - built in
service for Xbox
Introduced
PlayStation Plus
League for eSports
Partnered with
WME/IMG to
organize ELeague
that airs on TBS
and Twitch
Invested
~$150m in the
International
eSports
Federation
Owns the developer
of most popular
eSports game (LoL)
worldwide: Riot
ESPN launched a
dedicated vertical
for eSports; began
broadcasting
tournaments

68
By 2020, eSports viewership will exceed 10 percent of all US sports
viewing, and attract more viewers than the finals of other major  
US sports
Examples of
Current Games:
ACTIVATE’S 2020 FORECAST
League of Legends Dota 2 Counter-Strike:
Global Offensive
World of Tanks Smite Hearthstone:
Heroes of Warcraft
Starcraft II:
Wings of Liberty
Overwatch Grand Theft Auto
Online
Sources: Activate analysis, Cisco, ESPN, Nielsen, Riot, Twitch, Tubular
VIDEO VIEWS
GLOBAL FANS WILL 
BE WATCHING
11 Billion hours 
of eSports
VIEWERS
70 Million+
WILL WATCH  
AN ESPORTS FINAL
(MORE PEOPLE THAN 
MLB, NHL, NBA FINALS)
ESPORTS VS SPORTS
In the US, there will be
3 Billion hours  
of eSports viewed
vs. 30 Billion across
all other sports
~10% OF ALL SPORTS VIEWING
eSPORTS
FORECAST
ACTIVATE

69
Overall, eSports viewership will outstrip the viewership of most of
the established sports in the US
2015 2016E 2017E 2018E 2019E 2020E
VIEWERSHIP, U.S., 2016E-2020E, MILLIONS
144
88
82
52
36
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), ESPN, Forbes, NewZoo,
Nielsen Scarborough, SuperData Research
eSPORTS
FORECAST
ACTIVATE
2015 2016E 2017E 2018E 2019E 2020E

*Revenues include sponsorship and advertising, prize pools, eSports betting, ticketing, merchandise, and media rights
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), ESPN, Forbes, H1 Gambling
Capital, IEG, Narus Advisors/Eilers & Krejcik Gaming, NewZoo, Nielsen Scarborough, SuperData Research
By 2020, eSports will be a $1.5 billion business in the US
70
eSPORTS
REVENUE, U.S., 2016E (EXCEPT FOR ESPORTS 2020E), BILLION
$0
$70
$140
0 70 140
AverageRevenueperFan
Audience Size (M)
2020E 
$1.5B*
$4B
$5B
$9B
$13B
2016E 
$300M*
$1B+
FORECAST
ACTIVATE

For global eSports revenues, we forecast eSports will reach nearly
$5 billion by 2020…
71
eSPORTS
ESPORTS REVENUE*, GLOBAL, 2020E, BILLION
$1.6B
NORTH AMERICA
$1.7B
ASIA PACIFIC
$0.1B
$1.4B
EUROPE
*Includes sponsorship and advertising, prize pools, eSports betting, ticketing, merchandise, and media rights
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), ESPN, Forbes, H1 Gambling
Capital, IEG, Narus Advisors/Eilers & Krejcik Gaming, NewZoo, Nielsen Scarborough, SuperData Research
FORECAST
ACTIVATE
SOUTH AMERICA

…giving eSports a serious seat at the digital media table
72
eSPORTS
CONSUMER SPEND ON DIGITAL MEDIA, GLOBAL, 2020E, BILLIONS
$5
$4
$7
$11
$15
$22
Digital Music
Streaming
eSports
Digital Video
Streaming
Consumer
eBooks
Digital
Magazines*
Digital
Newspapers*
*Does not include advertising
Sources: Activate analysis, IBISWorld, IFPI, NewZoo, PwC, SuperData Research
FORECAST
ACTIVATE

30
60
0 30 60
Affluent Millennials – the most desirable demographic following
sports – will continue to move their attention and spend to eSports
73
eSPORTS
ACTIVATE REVENUE GROWTH OPPORTUNITY MATRIX, 2016
PercentofFanswithAnnualIncome$100K+
Percent of Fans Age 18-34
High GrowthLeveled Growth
Leveled GrowthPossible Decline
of eSports
enthusiasts also
follow or play
traditional sports
of eSports
enthusiasts steal
viewing time from
traditional sports
76%
91%
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), Nielsen, opendorse

74
Consumer brands will follow their customers to eSports platforms,
and will also covet eSports’ Millennial audience
EXAMPLE ESPORTS SPONSORS GLOBAL ESPORTS SPONSORSHIP REVENUE
2016E 2020E
$0.7B
$2.5B
40%CAGR
CURRENT ENDEMIC CURRENT NON-ENDEMIC LIKELY TO JOIN
Sources: Activate analysis, Company press releases, IEG, Ludlow Ventures, Newzoo, Nielsen Scarborough, Smart Launch,
SuperData Research
eSPORTS
FORECAST
ACTIVATE

LoL Season 3 Smite World The International Wimbledon Players Championship Daytona 500
Sources: Activate analysis, eSports Earnings, Sports Blog Nation, Wimbledon 75
eSports stars are likely to move into the mainstream, and prize
levels are reaching those of other professional sports
SELECT MONETARY AWARDS FOR INDIVIDUAL TOURNAMENTS, MILLIONS, USD
Serena
Williams
$1.6
$1.9
$2.6
$1.8
$0.3$0.2
World Championship
(2013)
Championship
Jason Day
Joey Logano
Li
“iceice”
Peng
Lee
"Faker"
Sang Hyeok
Andrew
“Andinster”
Woodward
(2016)
(2015)
(2016) (2016) (2015)
eSPORTS

76
Sources: Activate analysis, CrunchBase, Dexerto, ESPN, eSports Betting Report, Forbes, Fortune, Ludlow Ventures,
Narus Advisors/Eilers & Krejcik Gaming, Newzoo, Sport Techie, The Daily Dot, The eSports Observer
CONTENT DEVELOPERS DISTRIBUTORS ENABLING TECH ORGANIZERS
EXAMPLE
ESPORTS
BUSINESS
OPPORTUNITIES
• New monetization  
(e.g., in-game betting)
• eSports as a marketing
channel
• New platforms
• Platforms integrated into
games
• Marketing and sponsorships
• Betting tech
• Low latency infrastructure
• Gaming engines
• Gaming communications
• New leagues, tournaments
• eSports venues
• Marketing and sponsorship
• Talent representation
EXAMPLES
EXAMPLE
INVESTORS or
PARTNERS
DEVELOPERS & PUBLISHERS
TEAMS
DIGITAL VIDEO PLATFORMS
GAMING PLATFORMS
TRADITIONAL VIDEO PLATFORMS
BETTING & MARKETPLACES LEAGUES & ASSOCIATIONS
VENUES
Alex Rodriguez
Shaquille O’Neal
Rick Fox
Steve Aoki
Mark
Cuban
PLATFORM TECH & TOOLS
Across the tech and media ecosystem, many players stand to win
with eSports
eSPORTS

77
Built on strong consumer interest, eSports betting has the potential
to be a substantial revenue driver
PARTICIPANTS INTERESTED & ENGAGED IN GAMBLING ACTIVITY, U.S., 2016, PERCENT
66%
52%
50%
Traditional Sports Video Gaming eSports
Enthusiasts*
77%
of active eSports fans
are engaged in
gambling activity
*Actively following or interested in eSports
eSPORTS

We believe eSports betting has high potential—this is amplified by
a user’s ability to place bets as a spectator or as an active
participant
78
eSPORTS
AS A PARTICIPANT (ACTIVE) 
unlike in traditional sports, gamers
can bet on the outcome of their own
competitive game
AS A SPECTATOR (PASSIVE) 
similar to traditional sports,
enthusiasts can bet on the outcome
of others competitive game
1
2
eSports
Betting
+
Higher ARPU
driven by deeper
engagement

18-24 25-34 35-44 45-54 55-64 65+
21%
34%
40%
60%
63%
55%
79
Both gamers and spectators are interested in either earning
in-game dollars or placing bets
GAMBLING INTEREST FOR VIDEO GAMERS & ESPORTS SPECTATORS, 2016, PERCENT
GAMERS: INTERESTED IN EARNING IN-GAME $
66%
Only 33% of
the general
population
currently
engages in
gambling
activity
SPECTATORS: INTERESTED IN PLACING BETS
1 2
eSPORTS

80
Spectator bets for eSports competitions will reach $14B by 2020
ESPORTS BETTING: AMOUNT WAGERED VS. REVENUES, GLOBAL, 20016E-2020E, BILLIONS, USD
2016E 2017E 2018E 2019E 2020E
5-10%
of all sports betting
will be on eSports
by 2020
$1
$2
$7
$10
$14
Total Amount 
Wagered
Revenues
eSPORTS
Sources: Activate analysis, H1 Gambling Capital, Narus Advisors/Eilers & Krejcik Gaming, Newzoo, SuperData Research
FORECAST
ACTIVATE

81
AMOUNT WAGERED FOR IN-GAME ACTIVITIES, GLOBAL, 2016E-2020E, BILLIONS, USD
Betting by gamers within games could represent a new monetization
model for video-game publishers
eSPORTS
FORECAST
ACTIVATE
2016E 2017E 2018E 2019E 2020E
$12
$10
$9
$7
$5
Sources: Activate analysis, H1 Gambling Capital, Narus Advisors/Eilers & Krejcik Gaming, Newzoo, SuperData Research
In-game betting  
could add
$1-2B*
revenue to global video
gaming revenues
OPPORTUNITY
In-game betting
could reach $12B by
2020 and increase
user engagement
Total
Amount 
Wagered
*Assumes gross win ratio of 10-20%
EXAMPLE PUBLISHERS
(OF M-RATED GAMES) LIKELY TO WIN

eSports will likely follow the trajectory of other organized sports
to consolidate with one key difference: it will be much faster!
82
eSPORTS
ESPORTS VS. NFL
1890 1920 1950
14 teams combine
as the American
Professional
Football Conference
What comes next?
UNITYBEGINNINGS CONSOLIDATION
ﬁrst player gets
paid to compete
from the growth
of associations
and clubs
International eSports Olympics Committee
eSports are consolidating in less than half the time
1998 2016
NFL
eSports
Football is
professional
Regional
leagues form
Multiple rivals appear
Tournaments
emerge
30 YEARS
<20 YEARS
Associations
form
One league
NFL and AFL agree
to merge in 1966,
becoming the NFL
as we know it today
Consolidation
begins
International
e-Sports Federation
(Global)
Profesional eSports
Association
(North America)
World eSports Association
(Global)
Initial consolidation
including:
1946 1960
Sources: Activate analysis, ESL, eSports Earnings, IeSF, KeSPA, Narus Advisors/Eilers & Krejcik Gaming, NFL, WESA

Source: Activate analysis 83
What will need to happen for eSports to reach its potential?
INTEGRATION WITH TECH
AND MEDIA PLATFORMS
COHESIVE SCHEDULING
OF EVENTS
LEAGUE
CONSOLIDATION
GLOBAL TELEVISION AND
SPONSORSHIP DEALS
STARS MOVING INTO THE
MAINSTREAM
GROWTH IN
GAMBLING
eSPORTS

84www.activate.com

Traditional TV Digital Video
Sources: Activate analysis, eMarketer, MediaREDEF, Netflix, Nielsen, Parks Associates, Sandvine, ZenithOptimedia
Consumer attention will continue to shift toward digital alternatives
85
DAILY VIDEO TIME SPEND, BY TYPE, U.S., 2016E-2018E, HOURS:MINUTES
2016E 2018E
0:59
0:48
0:18
5:04
2:05
Rentals/Purchases
Ad-Supported
Subscription
Traditional TV Digital Video
4:53
1:14
0:54
0:21
2:29
CAGR
-2%
+6%
+12%
+8%
7:09
TOTAL
7:22
TOTAL
VIDEO
FORECAST
ACTIVATE
Traditional
TV
Rentals/
Purchases
Ad-
Supported
Subscription
+2% Total

Sources: Activate analysis, Experian, Leichtman Research Group, U.S. Census Bureau
But fears of widespread cord-cutting remain overblown, with Pay
TV subscriptions declining only marginally
86
HOUSEHOLDS WITH PAY TV VS. SUBSCRIPTION OTT, U.S., 2011-2016E, MILLIONS
2011 2012 2013 2014 2015 2016E
6.1 7.5 9.2 11.3
13.9 14.6
100.9 100.8 99.3 98.0 97.1 96.1
CORD-CUTTER/CORD-NEVER HOUSEHOLDS
PAY TV HOUSEHOLDS
Pay TV was likely
oversaturated after
reaching 100M
households
VIDEO

*Pay TV service that allows subscribers to watch content online
**Includes all respondents selecting “Unsure”, “Somewhat Unlikely,” and “Very Unlikely.”
Younger consumers still demand Pay TV content, and are likely
to pay when they can no longer access it for free using shared
passwords
14%
of American users access TV
Everywhere* applications
using someone else’s
password
43%
28%
WatchESPN HBO GO
20%
15%
30%
32%
50%53% Very Likely
Somewhat Likely
Unlikely**
AGE OF THE PASSWORD
SHARERS, 2016
LIKELIHOOD OF PAYMENT
WITHOUT PASSWORD, 2016
24-35
35-44
13%
16%
18-24
45+
VIDEO
87
PASSWORD SHARING DEMOGRAPHICS AND BEHAVIORS OF USERS SHARING PASSWORD, U.S., 2016, PERCENT

88
SERVICE
PARENT(S) Sony Dish
Disney, Fox,
Comcast, Time
Warner
AT&T Alphabet N/A N/A
MONTHLY
PRICE(S)
$30-$40 (Slim)
$40-$75
(Standard)
$20-$40 $30-$40 (est.) $30-$40 (est.) $20-35 (est.) Unknown Unknown
LAUNCH YEAR 2015 2015 2017 2017 2017 Unknown Unknown
SUBSCRIBER
BASE ~100,000 ~800,000 N/A N/A N/A N/A N/A
APPARENT
STRATEGY
• Increase sales
for Playstation
4 games and
consoles
• Draw attention
to other digital
offerings
• Capture Pay
TV cord-
cutters
• Maintain
consumer
relationship
with Pay TV
cord-cutters
• Capture cord-
cutters using
established
SVOD brand
• Build on
existing
advantages in
stacking and
ad-revenue
sharing with
existing
networks
• Protect
television
market share
• Attract cord-
cutters and
younger
subscribers,
even at a lower
margin
• Build on
established
web video
presence to
reach digital-
native cord
cutters
• Continue shift
to more
premium
experience
• Disrupt
traditional
providers by
providing
expansive IP
solution
• Build on
extensive IP
delivery
infrastructure
and deep cash
reserves
• Disrupt
traditional
providers by
providing
expansive IP
solution
• Build on
extensive IP
delivery
infrastructure
and deep cash
reserves
AVAILABLE ANNOUNCED LIKELY
A handful of virtual Pay TV players are poised to enter the market
VIDEO

However, this is not a simple technology transition
5810
New
Experiences
VIDEO SOCIAL TEXT SOCIAL APPS & 
MOBILE
WEB
TEXT VIDEO SOCIAL TEXT + APPSAPPS & 
MOBILE
WEB
MOBILE
EMAIL
*Does not include data-only connections
Sources: Activate analysis, CDC, CTIA, FCC, Gartner, Interviews, SNL Kagan 89
WIRELINE VS. WIRELESS PENETRATION, U.S., 2000-2014, HOUSEHOLDS, PERCENT
25
50
75
100
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Wireline
Penetration 94%
51%
91%
Wireless
Penetration* 38%
157% peak
penetration rate,
shortly after
iPhone launch
Inflection point
indicates 141%
penetration rate
VIDEO
95%
46%
78%
79%

Sources: Activate analysis, Experian, Leichtman Research Group, U.S. Census Bureau
Cord-cutting is highly unlikely to follow the same pattern as
telephones
90
PAY TV AND SUBSCRIPTION OTT HOUSEHOLD PENETRATION RATES, U.S., 2010-2022E, PERCENT
VIDEO
25
50
75
100
2010 2011 2012 2013 2014 2015 2016 2017E 2018E 2019E 2020E 2021E 2022E
PAY TV PENETRATION
DIGITAL SUBSCRIPTION (OTT) HOUSEHOLDS
✘
E

What will need to happen for virtual Pay TV services to replace
cable and satellite television?
91
VIDEO
Better User Experience
Channel Buffet
Competitive Pricing
Efﬁcient Customer Acquisition
Reliable Delivery
Quality Programming
+
+
+
+
+
New Pay TV Alternative

Higher Customer Acquisition Cost
• New entrants face low consumer awareness
• MVPDs have a billing relationship as well as knowledge of customer preferences and
contracts with existing Pay TV and broadband customers
• Poor app store economics make discovery of virtual Pay TV apps highly difficult
Higher Churn
• New entrants without an ecosystem of services will have difficulty creating stickiness
• Established players can bundle offerings and offer discounts to departing customers to
increase consumer retention
• Virtual Pay TV players like Sling have seen high churn numbers over recent quarters 
Strategic Pricing Disadvantages
• Incumbents can use pricing as a customer acquisition lever by offering certain products
as loss-leaders or offering first-year teaser rates
• New players will gradually have to charge higher prices in order to cover higher
programming costs, limiting consumer acquisition strategies
Content Packages and Bundles
• Incumbents have access to a greater number of licensed channels to create a range of
packages from skinny bundles to highly customized packages
92
New entrants to the virtual Pay TV space face significant customer
acquisition challenges that established MVPDs can overcome
VIDEO

Pay TV holds an advantage in live, high-demand programming,
although streaming alternatives are attempting to enter the space
93
VIDEO
RECORDEDLIVE
HIGH PRODUCTION VALUE
LOW PRODUCTION VALUE
Social
On-DemandPremium
Linear
Creator-
Driven
Advantaged in
Live Content
ACTIVATE VIDEO CONTENT MATRIX

94
PERCENT OF LIVE GAMES ACROSS TV FORMATS, U.S., 2016E
5% 95%
National Broadcast
National Pay TV
Local Pay TV
87%
10%
3%
95%5% 93%7% 84%16%
8
18
12
14
Number of cities with live streaming access
CBS All Access offers live
streaming for only select
college sports events
Live sports are essential for a Pay TV package, but are highly
fragmented across markets, limiting the ability of a new virtual
entrant to offer the full range of demanded content
Sources: Activate analysis, CBS, League data, Sony
VIDEO

*Monthly prices, 2015 and 2016 extrapolated from historical trends
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), FCC
Pay TV prices have reached the upper bound of consumer willingness
to pay
95
PRICE OF EXPANDED BASIC CABLE, U.S., 2010-2016E*, USD
2010 2011 2012 2013 2014 2015E 2016E
$74
$70
$67
$63
$61
$57
$54
5.3%
CAGR
Compared to an average
inflation rate of 1.5% over
2010-2016
Not Worth Money
Can't Afford It
Favorites Elsewhere
Poor Reliability
Too Many Channels
Other 11%
6%
6%
16%
26%
35%
PRIMARY REASON FOR NOT HAVING
PAY TV, 2016
Willingness  
to Pay Lower
Limit
Willingness  
to Pay Upper
Limit
$72
$60
VIDEO

Consumers subscribe to Pay TV at all income levels, suggesting
that lower-priced packages alone will not significantly impact
demand for Pay TV
96
WILLINGNESS TO PAY RANGE FOR MONTHLY SUBSCRIPTION BY INCOME, PAY TV SUBSCRIBERS, U.S., 2016, USD
Less than $15k $15-25k $25-35k $35-50k $50-100k More than $100k
$50
$56
$61 $60
$65
$60
$58
$62
$75 $76
$79
$77
VIDEO
Annual Household Income

In fact, our research indicates that content breadth is a more
important value driver — consumers want the content buffet
97
0-25 25-50 50-75 75-100 100-200 200-300 300+
$33
$45
$50
$53
$64
$70
$76
$39
$51
$54
$65
$76
$84
$100
VIDEO
WILLINGNESS TO PAY RANGE FOR MONTHLY SUBSCRIPTION BY BUNDLE SIZE, PAY TV SUBSCRIBERS, U.S., 2016, USD
Bundle Size (Number of Channels)

Outside the extremes of income distribution, consumers prize the
option value of larger bundles
98
CHANNEL BUNDLE PENETRATION BY INCOME LEVEL, PAY TV SUBSCRIBERS, U.S., 2016, SIZE OF BUNDLE, PERCENT USERS
Less
than
$15k
$15-25k
$25-35k
$35-50k
$50-75k
$75-100k
$100-150k
$150-200k
M
ore
than
$200k
Lowest income bracket Highest income bracket
100-300 channels
300+ channels
Less than 100
channels
VIDEO
36%
24%
23%
26%
20%
22% 21% 21%
13%
16%
13%
17% 17% 17% 18%
21%
18%
29%
40% 41%
45%
47% 46%
49% 49%
37%

Sources: Activate analysis, AT&T, Charter, Comcast, Time Warner Cable, Verizon
This is why skinny bundles are getting fatter; in order to appeal to
various consumer segments, previously slim packages are adding
more channels
99
$65 $40-75
80+ Channels  
(no ESPN, Turner, HBO)
Custom TV - Essentials
60+ Channels  
(no HBO)
Custom TV - Sports & More
60+ Channels  
(no HBO, regional sports)
Access - $40 / month
100+ Channels  
(includes HBO & Showtime)
Elite - $75 / month
$20-40
25+ Channels  
(no broadcast, HBO, regional
sports )
Orange - $20 / month
40+ Channels  
(no broadcast, HBO, regional
sports)
Orange + Blue - $40 / month
Skinny
Expanded
VIDEO

$25.01
2015 2016E 2017E 2018E
$18.27
$16.91
$15.66
$14.50
$8.05
$7.60
$6.99
$6.33
$8.80
$7.87
$7.21
$6.61
$13.72$12.45$11.30$10.25
$41.16
$44.83
$48.84
100
AVERAGE NETWORK AFFILIATE FEES PER SUBSCRIBER, U.S., 2015 - 2018E, USD
Broadcast
ESPN
Major Cable
Networks
$37.69
Other Cable
Networks
Overall, the costs to the operator of assembling a comprehensive
television package will continue to rise, favoring scaled players
Note: Based on analysis of a 60-70 channel non-broadcast bundle containing popular networks including ESPN, TNT,
TBS, and USA. Major cable networks is comprised of 6 channels (ESPN2, TNT, Disney, TBS, USA, Nick).
Sources: Activate analysis, CNBC, Forbes, MoffettNathanson, SNL Kagan
FORECAST
ACTIVATE
VIDEO

Sources: Activate analysis, Company SEC filings, MoffettNathanson 101
SUBS & PROGRAMMING COSTS / SUBSCRIBER / MONTH, U.S., 2016E, USD
NETWORKS CURRENTLY
PARTNERED WITH DIRECTV NOW
Playstation Vue and Sling have  
recently added larger, higher-priced
bundles, emphasizing the need for a
comprehensive bundle of channels
Subscribers
2.6M
22.4M
25.4M
Programming cost/sub/month
$56.93
$43.07
$39.36
AT&T Comcast Cablevision
The old winners are likely to be the new winners; once established
MVPDs enter the market, they will leverage their wide reach into a
cost advantage over smaller players
VIDEO

102
VIRTUAL PAY TV PROGRAMMING COSTS PER SUBSCRIBER, U.S., 2015 - 2018E, USD
2015 2016E 2017E 2018E
$52
$55
$59
$62
$38
$41
$45
$49
• Programming costs drive
higher ARPU requirement,
particularly for low-scale
players
• Prices steadily approach
expanded basic cable
average under traditional
Pay TV infrastructure
• Reliability concerns may
justify consumer decisions
to opt for higher-priced
cable or DBS packages
• Bundling power may enable
further reduction in initial
price points for MVPD-
operated virtual Pay TV
services
Stand-alone
Service
MVPD-Operated
Service
New entrants to the virtual Pay TV space will find it difficult to
undercut traditional price points without scale
Sources: Activate analysis, AT&T, Charter Communications, Cablevision, Comcast, Time Warner Cable, UBS
FORECAST
ACTIVATE
VIDEO

Sources: Activate analysis, Comcast, Digitalsmiths
Through advanced user interfaces, Pay TV has the ability to
overcome challenges from new technology entrants
103
AVERAGE CHANNEL-SURFING TIME, U.S., 2016, PERCENT OF RESPONDENTS
<5 min
5-10 min
10-20 min
20-30 min
30-40 min
40-50 min
60+ min
N/A 9%
2%
2%
3%
7%
16%
31%
30%
~40% of viewers
spend more than
10 minutes surﬁng
for channels to
watch
41% 59% InterestedUninterested
INTEREST IN CATEGORY-BASED GUIDE,
AMONG PAY TV SUBSCRIBERS, 2016
Offers curated, category and
recommendation-based
search and discovery,
bringing together various
video sources
VIDEO

Sources: Activate analysis, , PlayStation Vue, Sling
Best-in-class user experience, based on simple guides and targeted
recommendations, will be necessary in order to defeat traditional
Pay TV services
104
VIDEO
Broadcast Curation
Live TV recommendations
adapt to viewer tastes and
behavior
Live/On-Demand Synthesis
Integration of library catalog
titles and live broadcasts
maximize content buffet
In-Stream Channel Guide
Explore other channel
options without having to 
exit back to original menu
KEY ELEMENTS OF
USER EXPERIENCE
Vue’s reliance on PlayStation
controller impedes UX

Sources: Activate analysis, Akamai, SNL Kagan, U.S. Census Bureau 105
HOUSEHOLDS WITH ACCESS TO DOWNLOAD SPEEDS OF 10+ MBPS, U.S., 2016, PERCENT OF HH
10 Mbps
Minimum advertised
speed required for 
PS Vue
60-70%
40-60%
<40%
KEY
Only half of the US has access to the minimum download speeds
recommended for virtual TV services, presenting a structural
obstacle to overcome for further expansion
VIDEO

Sources: Activate analysis, Akamai, SNL Kagan, U.S. Census Bureau
Meanwhile, only 12% of the US has access to the download speeds
that an average household would need to support multiple virtual
Pay TV streams
106
VIDEO
HOUSEHOLDS WITH ACCESS TO DOWNLOAD SPEEDS OF 25+ MBPS, U.S., 2016, PERCENT OF HH
25 Mbps
Sling’s recommended
speed for households
running internet on  
2+ devices
60-70%
40-60%
<40%
KEY

Source: Activate analysis, Company data
Established tech players with ecosystem advantages are best
positioned to rival MVPDs in the virtual Pay TV space
107
VIDEO
MVPD VIRTUAL
PAY TV
STAND-ALONE
VIRTUAL PAY TV
ESTABLISHED
TECH PLAYERS
Customer Acquisition
Quality Programming
Channel Buffet
Competitive Pricing
Superior User Experience
Reliable Delivery
Strong Limited Weak

Overall, virtual Pay TV may not see significant growth in the short-
term unless the major Pay TV and technology players pursue
aggressive strategies to build their virtual Pay TV businesses
108
VIDEO
2016E
$0.3
$3.0
$4.4
$9.0
BASE CASE
MAJOR PLAYER AT
ELEVATED PRICE
HIGH-END
ENTRANT
PAY TV
$102.3
VIRTUAL PAY TV REVENUE AND HOUSEHOLD PROJECTIONS, U.S., 2016E-2020E, BILLIONS USD, MILLIONS HH*
2020E
CURRENT ESTIMATE
5.4M
HHs
1M
HHs
7.0M
HHs
12.9M
HHs
*HH projections rounded to nearest half-million.
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study, AT&T, Business Insider, Dish, Hulu,
J.P. Morgan, MoffettNathanson, PwC, SNL Kagan, Sony, Trefis, UBS, The Verge
FORECAST
ACTIVATE

109www.activate.com

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (N=4,000), Digital TV Research,
Nielsen, PwC, SNL Kagan, Strategy Analytics
Video streaming is becoming saturated in connected households
across income brackets, leading to decelerated year-over-year growth
110
SVOD YEAR-OVER-YEAR REVENUE GROWTH, U.S., 2016E-2020E, PERCENT
2015 2016E 2017E 2018E 2019E 2020E
6%6%
7%
16%
22%
15%
SVOD PENETRATION IN BROADBAND
HOMES, BY ANNUAL INCOME, 2016
<$50k
$50-$75k
$75-100k
>$100k 75%
68%
63%
52%
Revenue growth will decelerate over the
next four years
FORECAST
ACTIVATE
VIDEO

<$25k $25-$49k $50-$99k >$100k
50%
70%
74% 75%
37%
43%
55%
64%
Barring strategic adjustments, streaming services will struggle to
find growth among older, lower-income users
111
SVOD AND PAY TV PENETRATION BY AGE AND INCOME, U.S., 2016, PERCENT OF POPULATION
18-24 25-34 35-44 45-54 55-64 65+
53%
65%
72%
74%
72%
74%
68%
73%
64%
52%
36%
22%
Substantial drop
off among older
cohorts
PENETRATION BY AGE PENETRATION BY INCOME
21% disparity,
compared to 5%
for Pay TV
SVOD
Pay TV
VIDEO
SVOD
Pay TV

Major SVOD Services
23%
27%
50%
*Likelihood of payment without access to shared password
Password sharing draws potential future consumers, but much of it
takes place within the family, limiting the addressable opportunity
112
SVOD PASSWORD SHARING, U.S., 2016, PERCENT
35%
of American SVOD users
access streaming services
using someone else’s
password
LIKELIHOOD OF PAYMENT
WITHOUT PASSWORD*, 2016
Very Likely
Somewhat Likely
Unlikely
Direct family 66%
17%
11%
5%
1%
SOURCES OF SHARED SVOD
PASSWORD, 2016
Extended
family
Friend/
Acquaintance
Roommate
Work
Colleague
$500 million
total addressable opportunity
VIDEO

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=2,064), Parks Associates,
Strategy Analytics
Current users will drive growth as they double down on services,
with multiple-service users becoming the majority by 2018
113
SVOD SUBSCRIBERS BY NUMBER OF SERVICES, U.S., 2016E-2020E, MILLIONS
2016E 2017E 2018E 2019E 2020E
19%17%16%15%13%
43%
40%
37%35%
31%
38%
43%47%50%
56%
3+ Services
2 Services
1 Service
2016 to 2020
increase in
multiple service
usage
+18%
1.58 1.64 1.70 1.76Subscriptions
Per User
1.82
FORECAST
ACTIVATE
VIDEO

As subscribers double down on services, they will place a strong
value on Netflix as the must-have service
114
SHARE OF SUBSCRIBERS USING INDIVIDUAL SERVICES, U.S., 2016, PERCENT
9%
20%
39%
75%
84%
CONSUMERS USING SERVICE AS ONLY
STREAMING SUBSCRIPTION
CONSUMERS USING NETFLIX IN ADDITION  
TO OTHER SERVICE
• Hulu and Amazon will need
to continue to diversify their
libraries
• Netflix will be the
foundation upon which
consumers build synthetic
streaming video bundles
VIDEO

Major Studios
(select titles)
Major Dramatic/ 
Comedy Shows
Children’s Film TV Studios
Indie
(select titles)
Sources: Activate analysis, eMarketer, MediaREDEF, Netflix, Nielsen, Parks Associates, Sandvine, ZenithOptimedia
Streaming platforms will drive up licensed content costs as they bid
for exclusive rights to valued content
115
SELECT EXCLUSIVE CONTENT DEALS, U.S. SVOD SERVICES, 2010-2016
CONTENT CATEGORY
VIDEO
(e.g., Tallulah) (e.g., Manchester by the Sea)
(e.g., Star Wars, Avengers) (e.g., The Matrix, Lethal Weapon) (e.g., Dawson’s Creek, The Shield)

Sources: Activate analysis, All Flicks, HBO, Motley Fool, Netflix, SNL Kagan, The Verge 116
AMORTIZED ANNUAL STREAMING CONTENT COSTS, AMAZON AND NETFLIX, 2014-2017E, BILLIONS USD
2014 2015 2016E 2017E
$2.12
$1.78
$1.38
$0.98
$4.88
$4.29
$3.41
$2.66
Netflix
Amazon
• Increased investment in
originals mirrors similar
HBO strategy beginning in
late 2000s:
- Increased originals
investment leads to 5%
annual programming cost
growth
- Addition of 40 million
international subscribers
(2009-2015)
% Original
Content Spend
Streaming services are focusing on originals to hedge against
licensing costs, and will come to resemble premium networks
rather than broad aggregators
9% 15% 22% 25%6% 9% 16% 21%
VIDEO

*2014 data as of September 2014, 2016 data as of August 2016.
Sources: Activate analysis, Cowen and Company, eMarketer, RBC Capital Markets
Originals are a retention strategy, not a customer acquisition
vehicle; even though subscribers come for licensed content, they
are staying for originals
117
IMPORTANCE OF ORIGINAL CONTENT FOR ACQUIRING AND MAINTAINING NETFLIX SUBSCRIPTION, 2014-2016*, PERCENT
Extremely Important
Quite Important
Moderately Important
Slightly Important
Not at all Important
24%
19%
21%
17%
19%
17%
15%
23%
23%
22%
2016
2014
Convenience
Cost
Library Size
Family Programs
Originals 23%
37%
64%
67%
82%
IMPORTANCE OF ORIGINAL CONTENT FOR KEEPING NETFLIX,
2014-2016
REASONS FOR NETFLIX SUBSCRIPTION,
2015
VIDEO

*2016 count is for services released as of August 2016.
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=4,000), GfK, SNL Kagan,
Parks Associates, Video Advertising Bureau
Dozens of niche services have launched, despite the fact that the
lion’s share of viewing goes to the major platforms
118
2011 20162015201420132012
Only 3-4% of U.S.
SVOD users subscribe
to a service other than
Hulu, Amazon, Netflix,
or HBO Now
VIDEO

Major streaming platforms will bundle niche services to improve
discovery and content breadth, and Pay TV providers will also sell
these new “digital bundles”
119
VIDEO
POTENTIAL PAY TV DISTRIBUTION
Streaming bundles sold alongside Pay TV subscriptions
POTENTIAL SVOD DISTRIBUTION
Bundled niche offerings on platforms like Amazon  
(Amazon Channels)
Your Bundles
Home & Garden
Hit Series Music Lovers
Chef’s DelightInto the Wild
For the Fans
Documentaries Independent Hispanic
• Niche services agree to
revenue share with
aggregating provider
• Aggregator enables viewership
within proprietary API and
discovery of partnered niche
services
• Services are discounted, which
is essential given prohibitive
cost of aggregating individual
OTT services for broadcast,
sports, and major cable
networks
• Discounts may enable
expansion beyond wealthier
demographics through lower
niche and bundled price points
Bundle Offerings
$44.99/mo
Basic Internet
PAY TV PROVIDER
Internet Plus
$74.99/mo
Internet Plus/
Starter TV
$94.99/mo
Internet
Advanced/
Premium TV
$114.99/mo
BUNDLED PACKAGES STREAMING ADD-ONS
Sports Bundle
Premium Shows Bundle
Indies/Docs Bundle
Hispanic Bundle

Sources: Activate analysis, Company data, SNL Kagan
A deep-pocketed streaming player could change the rules after a
number of sports agreements expire in 2019
120
VIDEO
CONTENT RIGHTS TIMELINES PER SPORT, U.S., 2000-2025, USD MILLIONS
2000 2006 2013 2019 2025
$569
$709
$1,548
$767
$930
$2,600
$2,600
$1,883
$3,100
SVOD window of opportunity

Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=1,003), Wall Street Journal
Web video platforms are attempting to move into live programming,
including sports, but user engagement remains low
121
LIVE VIDEO ENGAGEMENT, U.S., 2016, PERCENT OF USERS
32%68%
ENGAGEMENT WITH LIVE VIDEO
PLATFORMS, 2016
Engaged With
Live Streaming
Not Engaged with
Live Streaming
Watch Live Watch Recorded Watch Both Stream Own Videos
5%
6%
15%
14%
TYPES OF LIVE VIDEO
ENGAGEMENT, 2016
VIDEO

*2015 average viewership for Sunday Night Football.
Sources: Activate analysis, eMarketer, Trusted Media Brands, USA Today, Wall Street Journal
Web video services will find it difficult to maintain repeat audiences
through sporting events like NFL games, suggesting limited potential
to break into the Pay TV stronghold
122
NFL VIEWERSHIP BY PLATFORM, U.S., 2015-2016 SEASON, MILLIONS
• Lack of follow-on programs
make it difﬁcult for live
platforms like Periscope to
maintain and bring back
viewers
• Streaming reliability issues
limit consumer uptake of
live video options
• Smaller screen size and
potential data charges make
mobile devices inconvenient
for prolonged live sports
viewing sessions
Twitter Stream Yahoo Stream Live TV*
0.2
2.4
23.7
VIDEO

Sources: Activate analysis, Company data
Growing specialization makes streaming services unlikely to kill
cable, but bundling and sports rights could change the game
123
VIDEO
MVPD VIRTUAL
PAY TV
STAND-ALONE
VIRTUAL PAY TV
ESTABLISHED
TECH PLAYERS
SUBSCRIPTION
STREAMING
Customer Acquisition
Quality Programming
Channel Buffet
Competitive Pricing
Superior User Experience
Reliable Delivery
Strong Limited Weak

USES:
BROADCAST  
& WEB VIDEO
USES:
PAY TV  
& WEB VIDEO
USES:
ONE SVOD SERVICE  
& WEB VIDEO
USES:
MULTIPLE  
SVOD SERVICES  
& WEB VIDEO
USES:
MULTIPLE SVOD
SERVICES,  
PAY TV & WEB VIDEO
USES:
ONE SVOD SERVICE ,
PAY TV & WEB VIDEO
The US population segments into six groups of video consumers
124
FRUGALISTS TRADITIONALISTSPRAGMATISTS CUSTOMIZERS SUPER-USERSMULTI-USERS
20-25M 15-20M 15-20M 70-80M 40-50M 50-60M
AMERICAN ADULTS BY VIDEO SERVICE ACCESS, U.S., 2016, MILLIONS
INCREASING CONSUMER SPEND
VIDEO

125www.activate.com

*Includes Pandora and Sirius XM as well as on-demand ad based platforms (e.g., free Spotify, YouTube).
Sources: Activate analysis, GlobalWebIndex, RIAA 126
The vast majority of music streaming revenues will be
subscriptions for on-demand services
2013 2014 2015 2016E 2020E
$1.4
$3.6
$6.5
33%
67%
Ad-Supported
Subscription 44%
56%
78%
22%
41%
59%
51%
49%
$2.4
$1.9
STREAMING MUSIC REVENUES, U.S., 2013-2020E, BILLIONS USD
Overall CAGR: 29%
Ad-Supported: 21%
Paid Subscription: 38%
Overall CAGR: 50%
Ad-Supported: 1%
Overall CAGR: 17%
Ad-Supported: 5%
FORECAST
ACTIVATE
AUDIO

*Other Digital includes categories such as ringtones and music video downloads.
Sources: Activate analysis, RIAA
Paid subscription streaming is likely to provide revenue growth to
the music industry after years of stagnation
127
AUDIO
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016E
Physical Sales
Digital Downloads
Subscription Streaming
$11.8
$7.0
$7.5
$10.6
$8.8
$7.8
$7.1 $7.0 $7.0 $6.9 $7.0
0% CAGR
-12% CAGR
7% CAGR
MUSIC INDUSTRY REVENUES, U.S., 2013-2020E, BILLIONS USD
Ad-Supported Streaming
Other Digital*

Both Apple Music and Tidal have lined up exclusive artists and
releases, but Spotify has added the most subscribers — without
exclusives
128
AUDIO
*Permanent exclusive
Note: Exclusives do not include curated channels, singles, or video
Sources: Activate analysis, Apple, MusicBusinessWorldWide, Spotify, Tidal, Time
20
300%
17
Chance the Rapper,  
Coloring Book
Exclusives
1,580%
3.6
Exclusives
Kanye West, 
The Life of Pablo
The 1975, I Like It  
When You Sleep
Taylor Swift, 
1989*
Gwen Stefani,
This is What the
Truth Feels Like
Future,  
EVOL
Frank Ocean,  
Blonde
Dr. Dre,  
Compton
Drake,  
Views
Coldplay,  
Head Full of Dreams
Rihanna,  
Anti
Prince  
(entire catalogue)*
Beyonce,  
Lemonade*
Jay-Z,  
The Blueprint 2
Jay-Z,  
The Blueprint 3*
Jay-Z, 
The Blueprint
NEW PAID GLOBAL SUBSCRIBERS, JUNE 2015 - SEPTEMBER 2016, MILLIONS
Total subs: 40 Total subs: 17 Total subs: 4.2 Exclusives

End current
service and
subscribe to
new service
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=965) 129
In fact, our research shows that for the majority of consumers,
exclusives do not drive decisions about subscriptions
Subscribe to
both, at least
temporarily
74%
14%
12%
No change to
subscription
• Personalized playlists, built over
time, will drive loyalty to a service
• The strength of the user experience
(e.g., curation, recommendations)
ensures stickiness
• In the future, product improvements
that reduce friction (e.g., superior/
simpler voice integration) will also
become a driver of loyalty
USER RESPONSE TO EXCLUSIVE RELEASE FROM A FAVORITE ARTIST ON A
STREAMING SERVICE TO WHICH THEY DO NOT SUBSCRIBE,
FACTORS THAT WILL DIFFERENTIATE
AUDIO

Sources: Activate analysis, Apple Music, Consequence of Sound, New York Times, Pandora, Spotify, Tidal 130
Immediate
1 week
2 weeks
Not available
1 month+
TAYLOR SWIFT 1989 BEYONCE LEMONADE THE VERY BEST OF PRINCE DRAKE VIEWS FRANK OCEAN BLONDE CHANCE COLORING BOOK
Exclusives are not really exclusive, but rather windowed - often
available on other streaming services within weeks and for
purchased download simultaneously
POST-RELEASE
AVAILABILITY
DigitalPurchaseOn-DemandStreaming
AUDIO

Somewhat important
Sources: Activate analysis, Activate 2016 Consumer Tech & Media Research Study (n=748), Bloomberg, Cowen, Google
Most listeners do not select a music service based on the
manufacturer of their primary device or operating system
131
AUDIO
18%
18%
64%
Quite important/essential
Not at all/barely important
LOYALTY TO PRIMARY DIGITAL DEVICE ECOSYSTEM, U.S., 2016, PERCENT OF RESPONDENTS
• Apple Music’s monthly
subscriber churn (6.4%) is
nearly triple that of Spotify
(2.2%), further indicating that
platform is not an advantage
• This may change in the future,
however, if price points and
platform integration favor a
device-dependent
subscription (e.g., reduced
Amazon Streaming Unlimited
price for Echo owners)
Level of importance that a music streaming service is from the
same product family as primary digital device (e.g., smartphone):

Sources: Activate analysis, TechCrunch, YouTube
700 million people a month listen to “Gray Music” - non-catalog
music which is largely unavailable for licensed download or
streaming
132
AUDIO
Remixes
NEW ELECTRO & HOUSE 2015 REMIX:
49 million views on YouTube
Mixtapes
HIP HOP FUNK MIXTAPE:
Live Performances
ADELE LIVE AT THE BRIT AWARDS:

Gray Music and other unlicensed content is likely to become an
important differentiator between services
133
AUDIO
Note: YouTube usership estimated for music
Sources: Activate analysis, Apple, Digital Music News, GlobalWebIndex, IFPI, Pandora, SoundCloud, Spotify, TechCrunch
~1.5 million
~30 million
~110 million
~30 million
120 million+
LICENSED
LABEL MUSIC
~15 million
GLOBAL
USERS
(MILLIONS)
78 10017 175820
GRAY MUSIC
• Unlicensed tracks 
(covers, mixes,
remixes, DJ sets)
• Unsigned artists
~30 million
NUMBER OF TRACKS AVAILABLE BY SERVICE, GLOBAL, 2016E

Sources: Activate analysis, Alexa, IFPI, MusicWatch, MUSO, Wall Street Journal 134
Gray Music and exclusives are driving stream ripping — particularly
widespread among Millennials
16-24 25-34 35-44 45-54 55-64
16%
21%
25%
40%
49%
25% increase
in use of
YouTube ripper
sites in 2015
2015 2016
30%
27%
11% more
users ripping vs.
illegally
downloading
73% believe
activity is legal
if done via app
from app store
PERCENTAGE STREAM RIPPING, OVERALL AND BY AGE GROUP, GLOBAL, 2016
AUDIO

Sources: Activate analysis, MusicBusinessWorldwide, MusicWatch, RIAA, TorrentFreak 135
Exclusive content drives music piracy in all forms - and music
pirates are more likely than average Internet users to pay for
streaming music services
65% 35%
MUSIC BUYERS WHO HAVE ALSO ILLICITLY DOWNLOADED
MUSIC IN THE PAST YEAR, U.S., 2015
57 million
Americans
acquired music
illicitly in 2015
Other major exclusive releases have also driven piracy:
• Kanye West’s “The Life of Pablo” was pirated
500k times in the ﬁrst day of its Tidal-
exclusive release in February
• Frank Ocean’s “Blonde” Apple Music exclusive
was pirated 750k times in under a week after
its August release
vs.
BEYONCE:  
LEMONADE
SOLANGE:  
A SEAT AT THE TABLE
BILLBOARD
CHART DEBUT
#1 #1
STREAMING
EXCLUSIVE
Tidal None
INITIAL ONLINE
PIRACY
#1 on multiple torrent piracy
charts within 24 hours
Negligible
AUDIO
Have not illicitly
downloaded
Have illicitly
downloaded

Sources: Activate analysis, EFF, PC World, RIAA, Tru Optik
Music piracy continues to adopt new technologies that then define
the next wave of music experiences
136
AUDIO
METHOD
Users upload and download from
a centralized service
METHOD
Users download and upload ﬁles
simultaneously
METHOD
Services extract audio from a
streamed source (e.g., YouTube)
KEY DRIVERS OF BEHAVIOR
Physical records still the norm,
hard to purchase individual tracks
Ability to easily create wide
libraries and download large ﬁles
at rapid speeds
Access to gray music content
not otherwise available, and/or
early uploads of exclusives
SUBSEQUENT LEGAL SERVICE
A la carte purchase of songs  
(e.g., iTunes Store, 2003)
Unlimited music streaming
services (e.g., Spotify, U.S.
launch in 2011)
Expect incorporation of off-label
music onto streaming services
GENERATION 3: 
STREAM RIPPING
GENERATION 2: 
TORRENTS
GENERATION 1: 
P2P FILE SHARING

Inability to stream or
purchase unlicensed
music pushes users to
stream ripping services
with poor user
experiences, and
encourages belief in
ripping’s legality
Rights-holder takedown
requests limit ability to
promote music on legitimate
platforms, affecting reach
and potential monetization
Lack of compensation
mechanism for use of
intellectual property
requires investment in
policing and litigation, and
limits revenue
Inability to identify and
compensate rights holders
prevents hosting gray
music, limiting user
listening and discovery in
popular genres
PRESENT
Sources: Activate analysis, Interviews
It is imperative for today’s music industry and streaming services to
provide legitimate access to Gray Music or risk training users on
behaviors that empower new players
137
AUDIO
Widespread music
availability on legitimate
services enables listeners
to easily listen  
and/or discover, driving
down ripping
Ability to manage legal
issues opens up
opportunities for wider
distribution and discovery
of artists’ music
Deﬁned compensation
structure ensures
appropriate payment and
reduces resources
devoted to enforcement
Larger library encourages
subscriptions and widens
the range of potential
interested subscribers
FUTURE
GRAY MUSICIANSLISTENERS
- DJs who remix
- Unsigned artists
RIGHTS HOLDERS
- Labels
- Artist owners
STREAMING SERVICES

Streaming services will increasingly develop artists by introducing
tools that will help artists track, market, monetize, and eventually
create music
Sources: Activate analysis, Mixcloud, Pandora, Soundcloud, Wall Street Journal 138
Purchase Links
Offer secondary monetization source for
artists
Tracking Metrics
Break down listening by country, city, and
user source
Artist Marketing Platforms
Allow musicians to record audio messages
to reach out to their fans (e.g., when
coming out with a new song)
TODAY’S LEADERS
AUDIO

*Population data for 2016.
Note: Number don’t add up to 100% due to rounding
Sources: Activate analysis, Dealerscope, Kaiser Family Foundation, NPD. Home Audio Revenue includes A/V receivers,
home speakers, home CD players, home theater audio systems, and soundbars 139
As streaming penetration increases, Millennials are leading all age
groups in embracing home audio products after years of lagging
36%
18%
27%
36%
17%
13%
13%
16%
17%
22%
21%
18%
18%
30%
24%
19%
12%
17%14%10%
May 2013 - May 2014 May 2014 - May 2015 May 2015 - May 2016
55+
45-54
35-44
25-34
18-24
Population 18+*
Millennials aged
18-34 grew from
29% to 47% of the
total home audio
market in only 
two years
32% of
consumers aged
18-34 indicate that
they intend to
purchase a
soundbar system
in the next year
HOME AUDIO REVENUE BY AGE GROUP VS. SHARE OF TOTAL POPULATION 18+, U.S., 2013-2016, PERCENT
AUDIO

Sources: Activate analysis, 1010data, App Annie, Business Insider, Consumer Intelligence Research Partners, Creative
Strategies, IHS, ITU, JCHS, NPD 140
Smart speakers are essential to the adoption of both music
streaming services and voice bots, and could be the most important
new product category since smartphones
2015E 2016E 2017E 2018E 2019E 2020E
1.2M
3.2M
7.4M
12.7M
17.6M
21.4M
Echo sales have been
on pace with ﬁrst year
iPhone unit sales,
despite being a
household (vs.
individual) unit
High consumer usage
of voice assistance in
autos (51%) and
homes (39%) indicates
increasing comfort
with voice assisted
technology
Google’s introduction
of Home will further
drive market
penetration; Apple also
expected to launch a
similar product
HOUSEHOLD PENETRATION OF SMART SPEAKERS, U.S., 2015E-2020E, MILLIONS
FORECAST
ACTIVATE
AUDIO

• To what extent will
the app development
ecosystem be open?
Will skills be as
vibrant as apps?
• How will makers drive
usage towards their
proprietary services?
• Which companies will
introduce new
devices?
Smart speakers could reinvent consumer behavior at home, similar
to how smartphones reshaped mobile consumer behavior
141
AUDIO
SMARTPHONE SMART SPEAKER
Introduced a
new consumer
behavior
Created a new
user app
interface
OPEN QUESTIONS FOR
SMART SPEAKERS
Individual
Mobile
Personal costs
Monthly subscription
High direct hardware
investment
Household-based
Location tethered
Costs shared across group
No subscription required
Lower hardware
investment (e.g., Echo Dot at $50)

2013 2014 2015 2016
The shift to wireless headphones is well underway, and this
consumer behavior explains why the new iPhone does not have
a headphone jack
Sources: Activate analysis, DigitalMusicNews, NPD, StatisticBrain 142
AirPod
announcement
• Consumers lead product
development in audio -
we expect that smart
platform and device
developers will continue
to follow user
preferences for listening
devices
• Similar to smart
speakers, acceleration  
of wireless adoption will
link the user to services
beyond audio (e.g., IoT,
apps, etc)
• Wireless headphones
could evolve into the
mobile version of smart
speakers
WIRED
WIRELESS
95%
76%
60%
51%
46%
54%
49%
40%
24%
5%
SHARE OF HEADPHONE REVENUE, WIRED VS. WIRELESS, U.S., 2013-2016, PERCENT
AUDIO

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