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中欧・東欧における有料TV・OTTビデオ市場の動向・予測:2018-2023年

Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2018-2023

発行 Analysys Mason 商品コード 565349
出版日 ページ情報 英文 16 Slides
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=109.06円で換算しております。
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中欧・東欧における有料TV・OTTビデオ市場の動向・予測:2018-2023年 Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2018-2023
出版日: 2019年01月11日 ページ情報: 英文 16 Slides
概要

中欧・東欧地域における有料テレビのリテール収益規模は2018年の59億ユーロから、2023年には66億4000万ユーロに成長すると予測されています。ただしこの成長は、予測期間以降に市場を縮小させる構造的変化を隠すものとも伝えられています。

当レポートでは、中欧・東欧地域における有料TV・OTTビデオの市場を調査し、有料TV世帯数・接続数の推移と予測、アクセス技術別の内訳、OTTビデオユーザー数の推移と予測、各種タイプ別の内訳、リテール収益の推移と予測、地域および国別の主要動向などをまとめています。

調査データ

  • 有料TV世帯数・接続数:アクセス技術別
    • ケーブル (アナログ・デジタル)
    • IPTV
    • 有料DTT
    • 衛星 (DTH)
    • オペレーターOTT
    • サードパーティOTT
  • OTTビデオユーザー数
    • リニア - チャンネル (有料・無料)
    • リニア - イベント
    • TVoD - (レンタル・所有)
    • SVoD (有料・無料)
  • リテール収益
  • ASPU

エグゼクティブサマリー

地域動向

  • 地域的展望:中東欧は予測期間中、主要な従来型有料テレビ市場としての位置付けを保持
  • 従来型有料TV:予測期間中の収益の大部分を占める見通しだが、オペレーターによるOTTが急成長し、DTHが衰退
  • 低料金の従来型サービス・著作権侵害などの要因がOTTビデオの成長の障壁となるものの・予測期間中のリテール収益2倍以上に
  • 有料TV接続数・オペレーターOTTのユーザー数の予測
  • SVoD・リニアチャンネルサービスの導入動向

国別動向

  • チェコ共和国
  • ポーランド
  • ロシア
  • トルコ

予測手法と前提条件

著者とAnalysys Masonについて

図表

目次

"The pay-TV market in CEE will grow from EUR5.90 billion in retail revenue in 2018 to EUR6.64 billion in 2023, but this growth conceals structural changes that will deflate market value after this date."

This forecast unites our traditional and OTT video forecasts for Central and Eastern Europe (CEE) into a single forecast because these services cannot be viewed in isolation. Full-price pay-TV services are being launched over unmanaged IP (for example, OTT), and from a consumer point of view, these services are the same, or better, than the services that they received over traditional accesses such as cable and satellite.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service - linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for nine individual countries and Central and Eastern Europe as a whole.

Geographical coverage and key metrics:

Geographical coverageKey performance indicators

Region modelled

  • Central and Eastern Europe

Countries modelled individually

  • Bulgaria
  • Croatia
  • Czech Republic
  • Hungary
  • Poland
  • Romania
  • Russia
  • Slovakia
  • Turkey
  • pay-TV households and connections
  • OTT video users
  • retail revenue (spend)
  • ASPU

Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT

OTT video is split as follows:

  • linear - channels (paid-for and free)
  • linear - events
  • TVoD - (rental and ownership)
  • SVoD (paid-for and free)

Table of Contents

  • 6.Executive summary
  • 7.Total operator retail revenue will grow by EUR741 million between 2018 and 2023; over a third of that growth will be from operator OTT video services
  • 8.Retail revenue growth for OTT video services will outpace traditional pay-TV services between 2018 and 2023, and satellite retail revenue will fare the worst
  • 9.Both traditional pay-TV and OTT video services will grow in value across almost all countries; the Turkish market will grow most rapidly
  • 10.Regional trends
  • 11.Geographical coverage: CEE will continue to be a primarily traditional pay-TV market between 2018 and 2023
  • 12.Traditional pay TV will still account for the majority of revenue growth in CEE between 2018 and 2023 but operator OTT will grow rapidly while DTH declines
  • 13.The value of OTT video is constrained by low-priced traditional services and high piracy, but overall retail revenue will still more than double between 2018 and 2023
  • 14.The number of pay-TV connections and operator OTT users will, combined, grow by 9 million between 2018 and 2023; around half of this growth will be operator OTT
  • 15.The take-up of SVoD and linear channel services has evolved at similar rates in CEE, but this is primarily happening in just two countries -Russia and Turkey
  • 16.Country-level trends
  • 17.Czech Republic: Skylink and UPC have pursued high-value multi-screen tariffs while smaller operators offer more-innovative services at lower price points
  • 18.Czech Republic: changes in ownership of sports rights may boost premiumOTT video use, but piracy and FTA remain key inhibitors to growth in spend
  • 19.Poland: Cyfrowy Polsat has focused on multi-screen services to retain value, while cable operators fail to consolidate and find it harder to differentiate
  • 20.Poland: Polish consumers have a wide choice of OTT-delivered video options, but most people will take these as multi-screen, not standalone, services
  • 21.Russia: the traditional pay-TV market is near saturation -operators are looking to OTT video for limited new revenue growth while cable declines
  • 22.Russia: SVoD services will continue to be popular, but broadcasters are now embracing linear OTT video services, which will boost overall OTT growth
  • 23.Turkey: OTT was already the most-popular access technology used for pay-TV services in 2018; it will account for over 40% of TV and video spend by 2023
  • 24.Turkey: operator OTT has thrived, but future growth is likely to be driven bydomestic third-party SVoD services
  • 25.Forecast methodology and assumptions
  • 26.Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
  • 27.How we classify OTT video services in this forecast
  • 28.Further definitions
  • 29.About the authors and Analysys Mason
  • 30.About the authors
  • 31.Analysys Mason's consulting and research are uniquely positioned
  • 32.Research from Analysys Mason
  • 33.Consulting from Analysys Mason

List of figures

  • Figure 1: Traditional pay TV and OTT retail revenue and ASPU, Central and Eastern Europe, 2015--20231
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, Central and Eastern Europe, 2018--2023
  • Figure 3: Contribution of traditional pay TV and OTT video to total change in retail revenue in Central and Eastern Europe, 2018--2023
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT by country, Central and Eastern Europe, 2023
  • Figure 5: Traditional pay-TV and OTT retail revenues for operators and pay-TV providers, Central and Eastern Europe, 2015--2023
  • Figure 6: Pay-TV spend and CAGRs by service type, Central and Eastern Europe, 2018--2023
  • Figure 7: Pay-TV connections and CAGRs by service type, Central and Eastern Europe, 2018--2023
  • Figure 8: OTT video retail revenue by service type and blended ASPU, Central and Eastern Europe, 2015--2023
  • Figure 9: OTT video users and growth rates by service type, Central and Eastern Europe, 2018--2023
  • Figure 10: OTT video spend and growth rates by service type, Central and Eastern Europe, 2018--2023
  • Figure 11: Pay-TV connections and ASPU by access technology, Central and Eastern Europe, 2015--2023
  • Figure 12: OTT video users by business model, Central and Eastern Europe, 2015--2023
  • Figure 13: Pay-TV connections and OTT video users by access technology, Czech Republic, 2015--2023
  • Figure 14: Retail revenue by OTT video service type, and ASPU, Czech Republic, 2015--2023
  • Figure 15: Number of users by service type, Czech Republic, 2015--2023
  • Figure 16: Pay TV connections and OTT video users by access technology, Poland, 2015--2023
  • Figure 17: Retail revenue by OTT video service type, and ASPU, Poland, 2015--2023
  • Figure 18: Number of users by service type, Poland, 2015--2023
  • Figure 19: Pay TV connections and OTT video users by access technology, Russia, 2015--2023
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Russia, 2015--2023
  • Figure 21: Number of users by service type, Russia, 2015--2023
  • Figure 22: Pay-TV connections and OTT video users by access technology, Turkey, 2015--2023
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Turkey, 2015--2023
  • Figure 24: Number of users by service type, Turkey, 2015--2023
  • Figure 25: Scope of our spend forecasts
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