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市場調査レポート

中東欧における有料TVおよびOTTビデオサービス:予測・分析

Pay-TV and OTT Video Services in Central and Eastern Europe: Forecasts and Analysis 2013-2018

発行 Analysys Mason 商品コード 285181
出版日 ページ情報 英文 PPT and PDF (45 slides); Excel
納期: 即日から翌営業日
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中東欧における有料TVおよびOTTビデオサービス:予測・分析 Pay-TV and OTT Video Services in Central and Eastern Europe: Forecasts and Analysis 2013-2018
出版日: 2013年09月26日 ページ情報: 英文 PPT and PDF (45 slides); Excel
概要

中東欧における従来型の有料TV世帯数(ケーブル、IPTV、有料DTTおよび衛星)は、大規模ではあるものの普及率の低いロシア、トルコおよびウクライナにおける導入によって促進され、2018年には10.2%増加し、7,990万世帯となる見込みです。

当レポートでは、中東欧における有料TVおよびOTTビデオサービス市場の動向について調査分析し、有料TV世帯、サービス、支出額およびASPS(加入者1人あたりの平均支出額)の予測、プラットフォーム別(ケーブル、IPTV、有料DTT、衛星、有料アナログ地上波およびOTTサービス)の分析、国別の分析、地域全体の分析、および従来型有料TVのオペレーターおよびコンテンツオーナー・アグリゲーターに対する提案などを提供しており、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

提言

中東欧の予測

  • 1次・2次有料TVサービスの予測
  • 中東欧における有料TV世帯数は2013年から2018年間に12%の高成長を示す
  • OTTビデオサービスは予測期間中の中東欧における有料TVサービス増加の半数以上を占める
  • 地域における有料TV支出の増加は主にデジタルケーブルへの移行からもたらされる
  • 有料TV ASPS の増加は、リニアコンテンツの選択拡大と利用可能なオンデマンドコンテンツの拡大からもたらされる
  • メディアストリーマーは、中東欧のTV上でOTTビデオサービスへアクセスするための最も普及したデバイスとなる、ほか

国別の予測

  • チェコ共和国:低価格サービスのシェアが上昇しているため、支出成長は有料TV世帯数の増加に後れをとる
  • ハンガリー:その他のプラットフォームとの競争が激化しているにもかかわらず、ケーブルが引き続き支配的
  • ポーランド:IPTVおよび有料DTTは従来の有料TVサービスにおける成長を促進
  • ロシア:予測期間中に衛星がケーブルを上回り、第一の有料TVプロットフォームとなる
  • トルコ:衛星は支配的な有料TVプラットフォームとしてのポジションを強固にする、ほか

市場定義

著者・Analysys Masonについて

図表

目次

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We expect the number of traditional pay-TV households (cable, IPTV, pay DTT and satellite) in Central and Eastern Europe to increase by 10.2% to 79.9 million in 2018, driven by take-up in the large but poorly penetrated countries of Russia, Turkey and Ukraine.

The pay-TV market is evolving, and the boundaries between pay-TV services and those that are free to air (FTA) are increasingly blurring. Our forecasts take a holistic view of the market in Central and Eastern Europe (CEE), and include paid-for OTT video as well as traditional pay-TV services.

This report provides:

  • forecasts for the number of pay-TV households, services (both primary and secondary), spend (split into linear and on-demand) and average spend per subscriber (ASPS)
  • split by platform: cable (all cable, analogue and digital), IPTV, pay DTT, satellite, pay analogue terrestrial and OTT services
  • forecasts based on the following countries and regional groupings: the Baltics, Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, Turkey and Ukraine, the 'rest of Central and Eastern Europe'; and Central and Eastern Europe as a whole
  • top-level overviews of the key countries in the region (Czech Republic, Hungary, Poland, Russia and Turkey)
  • recommendations for traditional pay-TV operators, and content owners and aggregators.

GEOGRAPHICAL COVERAGE

The following countries are modelled individually in this report.

  • Bulgaria
  • Czech Republic
  • Hungary
  • Poland
  • Romania
  • Russia
  • Turkey
  • Ukraine

Forecasts are also provided for:

  • 3 countries (Estonia, Latvia and Lithuania) - modelled collectively as ‘the Baltics'
  • 10 countries that are modelled together as the ‘rest of Central and Eastern Europe'
  • Central and Eastern Europe as a whole.

DATA COVERAGE

The Excel data annex provides detailed 5-year forecasts of the following KPIs in the pay-TV and OTT video services market in Central and Eastern Europe.

KPIs Split by
  • households
  • penetration
  • spend
  • average spend per subscriber

the following technologies:

  • analogue cable
  • digital cable
  • pay analogue terrestrial
  • IPTV
  • pay DTT
  • satellite
  • OTT video services.

Pay-TV spend is split into the following categories:

  • linear programming
  • pay-per-view (PPV)/video-on-demand (VoD) services (on-demand content).
  • services
  • primary
  • secondary.

About the author

Cesar Bachelet (Senior Analyst) has more than 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

  • 6. Executive summary
  • 7. Executive summary: Only 1% of households in Central and Eastern Europe will use OTT video services as their primary pay-TV service in 2018
  • 8. Executive summary: OTT video will account for 43% of secondary pay-TV services in 2018
  • 9. Executive summary: The popularity of PC-based gaming in the region reduces the appeal of games consoles to deliver OTT video services
  • 10. Recommendations
  • 11. Recommendations [1]
  • 12. Recommendations [2]
  • 13. Recommendations [3]
  • 14. Central and Eastern European forecast
  • 15. Our forecasts cover both primary and secondary pay-TV services
  • 16. The number of pay-TV households in Central and Eastern Europe will increase by a healthy 12% between 2013 and 2018
  • 17. OTT video services will account for just over half of the increase in pay-TV services in Central and Eastern Europe during the forecast period
  • 18. OTT video services will account for 43% of secondary pay-TV services by 2018, as pay-TV operator multi-room services decline
  • 19. Increased pay-TV spend in the region will primarily be driven by the transition to digital cable
  • 20. The increase in pay-TV ASPS will be driven by a wider choice of linear content and the growing availability of on-demand content
  • 21. ASPS is subject to conflicting pressures, which will make it increasingly challenging for pay-TV operators to monetise their subscriber base
  • 22. Media streamers will continue to be the most prevalent device for accessing OTT video services on the TV in Central and Eastern Europe
  • 23. OTT video services on the TV set will be used as a primary pay-TV service by only 1% of households in Central and Eastern Europe in 2018
  • 24. In Central and Eastern Europe, spend on SVoD services will exceed spend on TVOD services as soon as 2014
  • 25. Country-specific forecasts
  • 26. Czech Republic: growth in spend will lag behind the increased number of pay-TV households because of the rising share of low-cost services
  • 27. Czech Republic: we expect 3.5% of FTA TV households to use OTT video services as a primary pay-TV service in 2018
  • 28. Hungary: cable continues to dominate in spite of increasing competition from other platforms
  • 29. Hungary: OTT video services are late to emerge
  • 30. Poland: IPTV and pay-DTT will drive growth in traditional pay-TV services
  • 31. Poland: leading OTT video sites offer packages of channels similar to those offered by traditional pay-TV operators
  • 32. Russia: satellite will overtake cable during the forecast period to become the leading pay-TV platform
  • 33. Russia: we expect that more than a fifth of OTT video services will be used as a primary pay-TV service because of low pay-TV penetration rates
  • 34. Turkey: satellite will consolidate its position as the dominant pay-TV platform
  • 35. Turkey: TTNet, the incumbent ISP, is a key player in the OTT video market
  • 36. Market definition
  • 37. Regional breakdown used in this report
  • 38. Measures provided in the data annex
  • 39. Definitions used in this report
  • 40. About the author and Analysys Mason
  • 41. About the author
  • 42. About Analysys Mason
  • 43. Research from Analysys Mason
  • 44. Consulting from Analysys Mason

List of figures

  • Figure 1: Key metrics and categories featured in this forecast
  • Figure 2: Primary pay-TV services by platform, Central and Eastern Europe, 2013 and 2018
  • Figure 3: Secondary pay-TV services by platform, Central and Eastern Europe, 2013 and 2018
  • Figure 4: OTT video services to the TV set, by type of device, Central and Eastern Europe, 2013-2018
  • Figure 5: Types of pay-TV services covered within this report
  • Figure 6: Pay-TV households, primary services by platform, Central and Eastern Europe, 2013-2018
  • Figure 7: Pay-TV services, by platform, Central and Eastern Europe, 2013-2018
  • Figure 8: Secondary pay-TV services, by platform, Central and Eastern Europe, 2013-2018
  • Figure 9: Pay-TV spend, by platform, Central and Eastern Europe, 2013-2018
  • Figure 10: Average spend per subscriber (ASPS) for traditional pay-TV services, by linear programming and on-demand content, Central and Eastern Europe, 2013-2018
  • Figure 11: Pressures on ASPS for pay-TV services
  • Figure 12: OTT video services to the TV set, by type of device, Central and Eastern Europe, 2013-2018
  • Figure 13: OTT video services to the TV set, by primary and secondary, Central and Eastern Europe, 2013-2018
  • Figure 14: Spend on OTT video services to the TV set, by service type, Central and Eastern Europe, 2013-2018
  • Figure 15: Pay-TV households, primary services by platform, Czech Republic, 2013-2018
  • Figure 16: Pay-TV spend by platform, Czech Republic, 2013-2018
  • Figure 17: OTT video services to the TV set, by primary and secondary, Czech Republic, 2013-2018
  • Figure 18: Pay-TV households, primary services by platform, Hungary, 2013-2018
  • Figure 19: Pay-TV spend by platform, Hungary, 2013-2018
  • Figure 20: OTT video services to the TV set , by primary and secondary, Hungary, 2013-2018
  • Figure 21: Pay-TV households, primary services by platform, Poland, 2013-2018
  • Figure 22: Pay-TV spend by platform, Poland, 2013-2018
  • Figure 23: OTT video services on the TV set, by primary and secondary, Poland, 2013-2018
  • Figure 24: Pay-TV households, primary services by platform, Russia, 2013-2018
  • Figure 25: Pay-TV spend by platform, Russia, 2013-2018
  • Figure 26: OTT video services to the TV set, by primary and secondary, Russia, 2013-2018
  • Figure 27: Pay-TV households, primary services by platform, Turkey, 2013-2018
  • Figure 28: Pay-TV spend by platform, Turkey, 2013-2018
  • Figure 29: OTT video services to the TV set, by primary and secondary, Turkey, 2013-2018
  • Figure 30: Regional breakdown used in this report
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