表紙
市場調査レポート

OTT動画サービスの欧州市場:予測と分析 (2014〜2019年)

OTT Video Services in Europe: Forecasts and Analysis 2014-2019

発行 Analysys Mason 商品コード 327438
出版日 ページ情報 英文 49 Slides
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=102.12円で換算しております。
Back to Top
OTT動画サービスの欧州市場:予測と分析 (2014〜2019年) OTT Video Services in Europe: Forecasts and Analysis 2014-2019
出版日: 2015年03月25日 ページ情報: 英文 49 Slides
概要

TVからOTT (over the top) 動画サービスへのアクセスが、欧州諸国で近年急速に拡大しています。特に、有料TVオペレーターとOTT動画サービスとの間で協力関係が構築できれば、市場の成長速度は一層高くなるでしょう。

当レポートでは、欧州諸国におけるOTT動画サービス市場の将来動向について分析し、一次/二次OTT動画サービスの契約者数・支出額・ASP (契約者1人当たり平均支出額) などを推計すると共に、主な市場促進要因、主要国市場の詳細動向、業界関係者への提言といった内容を取りまとめてお送りいたします。

目次

  • エグゼクティブ・サマリー
  • 提言
  • 各地域・主要国市場の予測
    • 欧州のOTT動画サービスの契約件数の増加見通し
    • 欧州のOTT動画サービス市場における中東欧のシェアは、2014年の15%から、2019年には26%まで上昇
    • 「有料TV離れ」 (cord-nevers) の登場:西欧諸国で有料動画をOTT動画サービスで見る視聴者は、2014年には0.9%、2019年には3.2%に達する
    • TVからOTT動画サービスにアクセスする装置のうち、有料TV業者のSTB経由のものは1/5となる
    • 放送局がOTT動画向けリニア放送へ支出する金額は、中東欧で今後拡大する見通し
    • チェコ:放送局CMEがOTT動画サービスの立ち上げをVoyo経由で支援し、結果として普及率を高める
    • チェコ:スマートTVがメディアストリーマーから、OTT動画サービスへのアクセス手段としての地位を奪う
    • チェコ:SVoDサービスが、OTT動画支出額の約3/4を占める
    • フランス:魅力的な価格のマルチプレイ・バンドルが「有料TV離れ」を防いでいるため、一次OTT動画サービスの件数はまだ少ない
    • フランス:TVからOTT動画サービスにアクセスする装置のうち、オペレーターのSTB経由のものは1/4となる
    • フランス:OTT動画サービスへの追加支出額のうち、SVoDサービスへの支出額は3/4に達する見通し
    • ドイツ:通信企業との提携が、OTT動画サービスの立ち上げを促進する
    • ドイツ:TVでのOTT動画視聴に使うデバイスのうち、スマートTVが占める比率は半数以下に留まる
    • ドイツ:OTT動画向け支出額のうちSVoDが占める比率は、2014年には44%、2019年には69%に達する見通し
    • ロシア:反海賊法の施行 (2013年) により、OTT動画サービスは今後成長する見通し
    • ロシア:TVからOTT動画サービスにアクセスする装置のうち、オペレーターSTBとスマートTVとで合計3/4以上に達する
    • ロシア:フリーミアム・サービス (ivi、MEGOGOなど) がOTT動画サービスの成長を促す
    • 英国:米国との言語上・文化上の類似性から、OTT動画サービスの普及率は英国が最大となる
    • 英国:TVからOTT動画サービスにアクセスする装置のうち、オペレーターSTB経由が全体の2/5を占める
    • 英国:SkyのNOW TVなどのサービスが、「web TV」OTT動画サービスへの支出額拡大や、リニア放送の普及につながる
  • シナリオ:OTT動画サービスが従来型の有料TVに与える影響
    • OTT動画サービスが従来型の有料TVに与える影響は、オペレーター各社の戦略により大きく異なる
    • 基本的シナリオ:一次有料TVサービスへの支出額は11.5%、全体的支出額は11.1%増加する
    • 「何もしない」のは最悪の選択肢である:一次契約者数は3.5%、支出額は6.3%縮小する
    • オペレーターが最低限の対抗策を採った場合:OTT動画サービスへの視聴者流出を最低限に抑え、支出額の緩やかな拡大につながる
    • オペレーターが積極的な対抗策を採った場合:自前のOTT動画サービスの開設により、従来型サービスの縮小分を相殺できる
  • 定義と範囲
    • OTT動画サービスの定義
    • 一次・二次OTT動画サービスの予測範囲
  • 著者とAnalysys Masonについて
目次

Access to OTT video services on the TV will be profoundly affected by the growing number of partnerships between pay-TV operators and providers of OTT video services.

image1

Paid-for over-the-top (OTT) video services on the TV are a rapidly growing part of the European video services market. This report analyses the key trends affecting the OTT video services market in Europe.


This report provides:

  • forecasts for the number of primary, secondary and total OTT video services (number of services also split by type of device), average spend per subscriber (ASPS) and total spend (also split by type of service)
  • an overview of the trends and drivers in the market
  • top-level overviews of the key countries in the region
  • recommendations for traditional pay-TV operators and providers of OTT video services.

Coverage

Geographical coverage

  • Regions modelled
    • Central and Eastern Europe1
    • Rest of Central and Eastern Europe
    • The Baltics2
    • Western Europe
    • Rest of Western Europe3

Countries modelled individually

  • Central and Eastern Europe: Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, Turkey and Ukraine
  • Western Europe: Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Portugal, Spain, Sweden and the UK

Major KPIs

Services Primary OTT video Secondary OTT video Total OTT video Household penetration Devices Operator set-top boxes (STBs) Smart TVs Connected DVD and Blu-ray players Media streamers Games consoles Spend Linear programming (web TV) Transactional video on demand (TVoD) Subscription video on demand (SVoD) Total Average per subscriber (ASPS)

Table of Contents

  • 6.Executive summary
  • 7.Operators are partnering with OTT providers so operator STBs will account for 20% of devices used to access OTT video services on the TV in 2019
  • 8.The increase in OTT video spend in Europe will be driven by the growing popularity of SVoD services
  • 9.We have developed several scenarios for pay-TV operator strategies in order to indicate the sensitivities of different factors in our forecast
  • 10.Recommendations
  • 11.Recommendations [1]
  • 12.Recommendations [2]
  • 13.Regional and key country forecasts
  • 14.The number of OTT video services in Europe will more than treble between 2014 and 2019
  • 15.Central and Eastern Europe will account for 26% of Europe's OTT video services in 2019, up from 15% in 2014
  • 16.'Cord-nevers' will boost Western European households relying on OTT video services for paid-for video content from 0.9% in 2014 to 3.2% in 2019
  • 17.Pay-TV operator STBs will account for a fifth of the devices used to access OTT video services on the TV in Europe in 2019
  • 18.Increased OTT video spend in Europe will be driven by the growing popularity of SVoD services
  • 19.Spend on linear programming delivered as OTT video by broadcasters will grow quickly in Central and Eastern Europe
  • 20.Czech Republic: Broadcaster CME has helped to drive the take-up of OTT video services through Voyo, resulting in high penetration
  • 21.Czech Republic: Smart TVs will displace media streamers as the main device used to access OTT video services on the TV by 2017
  • 22.Czech Republic: SVoD services will account for nearly three quarters of OTT video spend in 2019
  • 23.France: The number of primary OTT video services will be low because attractively priced multi-play bundles will limit cord-cutting
  • 24.France: We expect operator STBs to account for nearly a quarter of devices used to access OTT video services on the TV in 2019
  • 25.France: Increased spend on SVoD services will account for three quarters of the additional spend on OTT video services between 2014 and 2019
  • 26.Germany: Partnerships with telcos will drive the take-up of OTT video services
  • 27.Germany: Smart TVs will account for just under half of devices used to view OTT video on the TV in 2019
  • 28.Germany: We expect that SVoD services will account for 69% of OTT video spend in 2019, up from 44% in 2014
  • 29.Russia: OTT video services growth will be boosted by an anti-piracy law that was enacted in 2013
  • 30.Russia: Operator STBs and smart TVs will account for more than three quarters of devices used to access OTT video services on the TV in 2019
  • 31.Russia: Freemium services such as ivi and MEGOGO will drive increased spend on OTT video services
  • 32.UK: Penetration of OTT video services will be highest in the UK, partly because of its linguistic and cultural affinities with the USA
  • 33.UK: We expect that operator STBs will account for nearly two fifths of devices used to access OTT video on the TV in 2019
  • 34.UK: Services such as Sky's NOW TV will boost spend on 'web TV' OTT video services, which mirror linear programming
  • 35.Scenarios: The impact of OTT video services on traditional pay TV
  • 36.The impact of OTT video services on traditional pay-TV services can vary significantly in light of strategies adopted by operators
  • 37.Within our baseline scenario, we assume modest growth of 11.5% for primary pay-TV services and an 11.1% increase in spend over the period
  • 38.Doing nothing is the most costly option in our model, resulting in a 3.5% decrease in primary subscribers and a 6.3% decline in pay-TV spend
  • 39.The operator taking basic defensive measures can stop most defections to OTT video services and have modest growth in spend
  • 40.An operator with an aggressive strategy can potentially offset losses in its traditional pay-TV business by launching its own OTT video service
  • 41.Definitions and scope
  • 42.Our definition of OTT video services (to the TV)
  • 43.Our forecasts cover both primary and secondary OTT video services
  • 44.About the authors and Analysys Mason
  • 45.About the authors
  • 46.About Analysys Mason
  • 47.Research from Analysys Mason
  • 48.Consulting from Analysys Mason

List of figures

  • Figure 1: Summary of report coverage
  • Figure 2: Primary and secondary OTT video services, Europe, 2014 and 2019
  • Figure 3: OTT video services by device, Europe, 2014 and 2019
  • Figure 4: OTT video spend by service, Europe, 2014 and 2019
  • Figure 5: Impact of various scenarios for responding to OTT competition, comparing KPIs for year 'Launch -1' with year 'Launch +5'
  • Figure 6: Primary and secondary OTT video services, Europe, 2014-2019
  • Figure 7: Primary and secondary OTT video services, Central and Eastern Europe, 2014-2019
  • Figure 8: Primary and secondary OTT video services, Western Europe, 2014-2019
  • Figure 9: OTT video services by device, Europe, 2014-2019
  • Figure 10: OTT video spend by service, Europe, 2014-2019
  • Figure 11: OTT video spend by type of service, Central and Eastern Europe
  • Figure 12: OTT video spend by type of service, Western Europe
  • Figure 13: Primary and secondary OTT video services by device, Czech Republic, 2014-2019
  • Figure 14: OTT video services by device, Czech Republic, 2014-2019
  • Figure 15: OTT video spend by service, Czech Republic, 2014-2019
  • Figure 16: Primary and secondary OTT video services, France, 2014-2019
  • Figure 17: OTT video services by device, France, 2014-2019
  • Figure 18: OTT video spend by service, France, 2014-2019
  • Figure 19: Primary and secondary OTT video services, Germany, 2014-2019
  • Figure 20: OTT video services by device, Germany, 2014-2019
  • Figure 21: OTT video spend by service, Germany, 2014-2019
  • Figure 22: Primary and secondary OTT video services by device, Russia, 2014-2019
  • Figure 23: OTT video services by device, Russia, 2014-2019
  • Figure 24: OTT video spend by service, Russia, 2014-2019
  • Figure 25: Primary and secondary OTT video services by device, UK, 2014-2019
  • Figure 26: OTT video services by device, UK, 2014-2019
  • Figure 27: OTT video spend by service, UK, 2014-2019
  • Figure 28: Impact of various operator strategies on pay-TV spend, compared to 'baseline' scenario
  • Figure 29: Evolution of primary and multi-room pay-TV services in baseline scenario with no OTT video
  • Figure 30: Evolution of pay-TV and OTT video services in the 'do nothing' scenario
  • Figure 31: Evolution of pay-TV and OTT video services in the defensive scenario
  • Figure 32: Evolution of pay-TV and OTT video services in the aggressive scenario
Back to Top