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欧州・北米におけるOTTビデオサービス市場の予測・戦略

OTT Video Services in Europe and North America: Forecasts and Strategies 2012-2017

発行 Analysys Mason 商品コード 256312
出版日 ページ情報 英文 PPT (54 slides); Excel
納期: 即日から翌営業日
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欧州・北米におけるOTTビデオサービス市場の予測・戦略 OTT Video Services in Europe and North America: Forecasts and Strategies 2012-2017
出版日: 2012年11月27日 ページ情報: 英文 PPT (54 slides); Excel
概要

北米におけるTVへの有料OTTビデオサービスの市場は、2012年から2017年にかけて2倍に成長し、全世帯の37.4%を占める5,310万世帯に達すると予測されています。TVへのフレキシブルな有料OTTビデオサービスの出現は、従来の有料TV事業者にとって脅威とも市場機会ともなっています。

当レポートでは、欧州・北米におけるOTTビデオサービス市場の現状と見通しについて調査分析し、TVへの有料OTTビデオサービスの主要プロバイダーのプロファイル、従来型有料TV事業者およびTVへの有料OTTビデオサービスプロバイダーへの提言、TVへの有料OTTビデオサービスの世帯普及率・総支出額・加入者あたりの平均支出額の予測(カテゴリー区分別)などをまとめ、概略下記の構成でお届けいたします。

エグゼクティブサマリー

要点および提言

イントロダクション

  • OTTビデオ市場の焦点:先進市場でPCからTVへ移行
  • Netflix・Hulu:米国の主要企業として確立
  • さまざまなタイプの企業が欧州の初期段階の市場に存在
  • 有料OTTビデオサービスのユーザー:コネクテッドTV・周辺機器のオーナー全体のほんの一部を構成

予測

  • TVへのサービスデリバリー:有料OTTビデオサービスの大部分を占める見通し
  • OTTビデオ市場の特定区分への焦点:TVへの有料サービスの提供
  • OTTビデオ市場:これまでは欧州より北米で発展
  • コネクテッドTVデバイスとしてのゲームコンソールの重要性:今後は縮小
  • 見放題のVoD加入サービスが市場を独占する見通し
  • 北米より欧州の方がASPSの成長の展望が明るい
  • TVへの有料OTTビデオサービス:北米ではすでに主流の導入段階に入っている
  • 欧州より北米世帯の多くの割合が有料TVの主な形態としてOTTビデオを導入する見通し
  • OTTビデオサービスは追加のTVセットにおいて北米より欧州で強い地盤を持つ見通し
  • OTTビデオサービスの普及率は国によって大きな違いがある
  • Netflixの成功は米国のTVへのOTTビデオサービスの市場に幸先の良いスタートを与えた
  • フランス:トリプルプレイの高い普及率が有料TV事業者を新規参入者から保護する見通し
  • ドイツ:顧客がプレミアムコンテンツへの支払いに意欲的でないため、成長が妨げられる見通し
  • イタリア:大手のTelecom ItaliaがIPTVからOTTビデオに焦点を移し、市場を盛り上げている
  • スペイン:衛星有料TV事業者のPrisaがOTTビデオサービスによりリーチの拡張を行っている
  • 英国:西欧のもっとも発展したOTTビデオ市場

戦略

  • OTTビデオの脅威への対抗戦略の成功は、事業者のISPおよびコンテンツ市場における強さに依存している
  • 従来の有料TVの強化は、OTTビデオサービスの訴求力を弱めるが、各種アプローチの組み合わせで実現できる
  • 幾つかのアプローチは従来の有料TVの欠点を解消できる
  • オペレーターは消費者の利用する追加帯域のマネタイズ化でOTTビデオからの収益を得られる
  • OTTサービスの利用を制限する措置は意見が分かれる
  • 従来型有料TV事業者にとって、自社によるOTTビデオサービスの開始はすでにリスクが予測されている
  • OTT事業者との提携により、オペレーターは自社でサービスを開始せずにOTTビデオの成長の一端を担える
  • OTTビデオサービスプロバイダーは、この機会を生かすために克服すべき課題を多く抱えている

市場の定義

著者・Analysys Masonについて

図表

目次

OTT video services challenge the traditional, vertically integrated pay-TV model, but traditional pay-TV operators can adapt to the new environment through a wide range of strategies.

The take-up of paid-for OTT video services to the TV in North America will more than double to 53.1 million households between 2012 and 2017, representing 37.4% of households. The emergence of flexible paid-for OTT video services to the TV represents both a threat and an opportunity for traditional pay-TV operators. In this Report, we quantify the size of this market in the key geographies of Europe and North America.

This Report provides:

  • profiles of leading providers of paid-for OTT video services to the TV, as well as an overview of key trends and drivers in the market
  • key implications and recommendations for traditional pay-TV operators and providers of paid-for OTT video services to the TV
  • forecasts of paid-for OTT video services to the TV, including number of primary and secondary services, total spend and average spend per subscriber
  • analysis of strategies and approaches that operators can use to respond to the OTT video threat.

GEOGRAPHICAL COVERAGE

This forecast covers two geographical regions.

Europe: Central and Eastern Europe modelled as a whole, Western Europe modelled as a whole, and forecasts for the following countries:

  • the Baltics (Estonia, Latvia and Lithuania)
  • Bulgaria
  • Czech Republic
  • Denmark
  • Finland
  • France
  • Germany
  • Italy
  • Hungary
  • the Netherlands
  • Norway
  • Poland
  • Romania
  • Russia
  • Spain
  • Sweden
  • Turkey
  • the UK
  • Ukraine

North America: modelled as a whole, as well as forecasts for Canada and the USA.

DATA COVERAGE

Forecasts are provided for paid-for OTT video services to the TV, including number of primary and secondary services, household penetration, total spend and average spend per subscriber.

Spend is split into the following categories:

  • linear programming - includes linear TV programming delivered over the Internet (sometimes referred to as 'Web TV').
  • TVoD (transactional VoD) - includes charges for viewing individual pieces of content on demand on a pay-per-view (PPV) basis
  • SVoD (subscription VoD) - this category includes subscriptions which offer 'all you can eat' access to a selection of on-demand content.

Devices on which OTT video services are consumed are split into two categories:

  • Games consoles
  • Connected TVs and other non-console devices.

COMPANY COVERAGE

The following companies are mentioned in this Report.

  • Acetrax
  • AT&T
  • BBC
  • Belgacom TV
  • BSkyB
  • BT
  • CANAL+
  • CME
  • Comcast
  • DIRECTV
  • Dish Network
  • Disney
  • Dixons
  • Elisa
  • Fox Interactive Media
  • France Televisions
  • Free
  • Google
  • Hulu
  • ITI Neovision
  • Jazztel
  • Kabel Deutschland
  • KT
  • LG Electronics
  • LOVEFiLM
  • M6
  • maxdome
  • Mediaset
  • MLB.tv
  • NBC Universal
  • Netflix
  • News Corporation
  • Orange
  • Panasonic
  • Philips
  • Prisa
  • ProSiebenSat
  • Providence Equity Partners
  • RCS & RDS
  • Rogers
  • Samsung
  • Shaw Communications
  • TalkTalk
  • Telecom Italia
  • Telstra
  • TF1
  • Toshiba
  • UPC
  • Verizon
  • ViaSat
  • YouView

About the author

Cesar Bachelet (Senior Analyst) has over 20 years' experience of the telecoms industry, and specialises in triple-play services, with a focus on pay TV, as well as emerging services and devices within the digital home. He has conducted research and delivered presentations on a wide range of topics, including fixed voice, broadband and video services, bundling and convergence strategies. He also contributes to various media-focused consulting projects. Before joining Analysys Mason, Cesar worked for various analyst companies, including Ovum. Prior to this, he worked for telecoms operator BT, where he held a range of positions, including those of Competitor Analyst in the Consumer Division (now BT Retail) and Market Analyst in BT Ignite's ASP (application service provision) unit (now BT Global Services), for 14 years.

Table of Contents

  • 5. Executive summary
  • 6. North America has a significantly higher penetration of paid-for OTT video services to the TV than Europe and will maintain its lead
  • 7. Widespread availability of high-quality free content will hold back the growth of paid-for OTT services to the TV in Europe
  • 8. OTT video services will account for a greater share of pay-TV households in North America than in Europe
  • 9. Key implications and recommendations
  • 10. Key implications and recommendations for traditional pay-TV operators [1]
  • 11. Key implications and recommendations for traditional pay-TV operators [2]
  • 12. Key implications and recommendations for traditional pay-TV operators [3]
  • 13. Key implications and recommendations for providers of OTT services
  • 14. Introduction
  • 15. The focus of the OTT video market is shifting from the PC to the TV in developed markets
  • 16. Netflix and Hulu have established themselves as key players in the USA
  • 17. Various types of player are positioning themselves in the embryonic European market [1]
  • 18. Various types of player are positioning themselves in the embryonic European market [2]
  • 19. Users of paid-for OTT video services represent a small sub-segment of all owners of connected TVs and peripheral devices
  • 20. Forecast
  • 21. Services delivered to the TV will account for most paid-for OTT video services in 2017
  • 22. The rest of this report focuses on a specific segment of the OTT video market: paid-for services delivered to the TV
  • 23. The OTT video market is far more developed in North America than in Europe
  • 24. The importance of the games console as a connected TV device will diminish
  • 25. ‘All you can eat' subscription VoD services will dominate the market
  • 26. There is far more scope for ASPS growth in Europe than in North America
  • 27. Paid-for OTT video services to the TV are already entering the mainstream adoption phase in North America
  • 28. A larger percentage of households in North America will take up OTT video as their main form of pay-TV than in Europe
  • 29. OTT video services will gain a stronger foothold on additional TV sets in Europe than in North America
  • 30. There will be significant differences in the penetration of OTT video services between countries
  • 31. The success of Netflix has given the US market a head start for OTT video services to the TV
  • 32. High levels of triple-play penetration will protect French pay-TV operators from new entrants
  • 33. In Germany, growth will be held back by customers' unwillingness to pay for premium content
  • 34. Italian incumbent Telecom Italia is shifting its focus from IPTV to OTT video, thus boosting the market
  • 35. Spanish satellite pay-TV operator Prisa is extending its reach through OTT video services
  • 36. The UK is Western Europe's most developed OTT video market
  • 37. Strategies
  • 38. The success of strategies for responding to the OTT video threat will depend on the operator's strength in the ISP and content markets
  • 39. Strengthening traditional pay TV should reduce the appeal of OTT video services and can be achieved though a combination of approaches
  • 40. Some approaches address shortcomings of traditional pay TV
  • 41. Operators can profit from OTT video by monetising the additional bandwidth that consumers use
  • 42. Taking measures to limit the use of OTT services would be controversial
  • 43. For traditional pay-TV operators, launching their own OTT video services represents a calculated risk
  • 44. Partnering with OTT players enables operators to have a stake in the growth of OTT video without launching their own services
  • 45. Providers of OTT video services still have many challenges to overcome in order to capitalise on the opportunity
  • 46. Market definition
  • 47. Definitions used in this Report
  • 48. Geographical coverage
  • 49. About the author and Analysys Mason
  • 50. About the author
  • 51. About Analysys Mason
  • 52. Research from Analysys Mason
  • 53. Consulting from Analysys Mason

List of figures

  • Figure 1: Paid-for OTT video services to the TV, North America, 2012 and 2017
  • Figure 2: Spend on paid-for OTT video services to the TV by type of content, North America, 2012 and 2017
  • Figure 3: Paid-for OTT video services to the TV, Europe, 2012 and 2017
  • Figure 4: Spend on paid-for OTT video services to the TV by type of content, Europe, 2012 and 2017
  • Figure 5: OTT video services' share of primary and secondary pay-TV services, North America and Europe, 2012 and 2017
  • Figure 6: Changing focus of the OTT video market
  • Figure 7: Segmentation of owners of connected TVs and peripheral devices
  • Figure 8: Total paid-for OTT video services, North America and Europe, 2012 and 2017
  • Figure 9: OTT video services covered by this report
  • Figure 10: Paid-for OTT video services to the TV, North America and Europe, 2012 and 2017
  • Figure 11: Paid-for OTT video services to the TV, North America and Europe, 2012 and 201
  • Figure 12: Spend on OTT video services to the TV, by type, North America and Europe, 2012 and 2017
  • Figure 13: ASPS for OTT video services to the TV, North America and Europe, 2012 and 2017
  • Figure 14: Household penetration of primary and secondary OTT video services to the TV, North America and Europe, 2012 and 2017
  • Figure 15: Share of pay-TV households by platform, North America and Europe, 2012 and 2017
  • Figure 16: Share of secondary pay-TV services by platform, North America and Europe, 2012 and 2017
  • Figure 17: Household penetration of OTT video services to the TV, selected countries, 2012 and 2017
  • Figure 18: Household penetration of primary and secondary OTT video services to the TV, USA, 2012 and 2017
  • Figure 19: Household penetration of primary and secondary OTT video services to the TV, France, 2012 and 2017
  • Figure 20: Household penetration of primary and secondary OTT video services to the TV, Germany, 2012 and 2017
  • Figure 21: Household penetration of primary and secondary OTT video services to the TV, Italy, 2012 and 2017
  • Figure 22: Household penetration of primary and secondary OTT video services to the TV, Spain, 2012 and 2017
  • Figure 23: Household penetration of primary and secondary OTT video services to the TV, UK, 2012 and 2017
  • Figure 24: Potential strategies for responding to the OTT video threat
  • Figure 25: Components of a strategy that focuses on strengthening traditional pay-TV
  • Figure 26: Approaches to strengthening traditional pay TV
  • Figure 27: An approach to profiting from OTT video
  • Figure 28: Approaches to limiting the use of OTT video services
  • Figure 29: Approaches to pay-TV operators launching their own OTT video services
  • Figure 30: Approaches to partnering with OTT players
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