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有料TVおよびOTTビデオサービスの新興アジア太平洋市場:動向・予測 (2018-2023年)

Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023

発行 Analysys Mason 商品コード 792073
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=109.05円で換算しております。
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有料TVおよびOTTビデオサービスの新興アジア太平洋市場:動向・予測 (2018-2023年) Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023
出版日: 2019年02月18日 ページ情報: 英文 16 Slides
概要

当レポートでは、新興アジア太平洋地域における有料TVおよびOTTビデオサービス市場について調査し、有料TV世帯数とサービス、プレミアムOTTビデオユーザー数、小売り収益 (支出) およびユーザーあたりの平均支出 (ASPU) の予測、有料TVプラットフォーム別の予測、地域全体および国別の予測などを提供しています。

エグゼクティブサマリー

地域の動向

  • 地域カバレッジ:従来型有料TVの普及率は市場によって大きく異なる;プレミアムオペレーターOTTサービスの世帯普及率は低い
  • 従来型有料TVサービスの小売り収益成長 (64億米ドル) は、OTTビデオの小売り収益成長 (135億米ドル) と比べると小さく見える
  • OTTビデオの小売り収益はSVoDが支配的;これは多くのリニアサービスが個別に支払われているのではなく、無料でバンドルされているため
  • 顧客はケーブルおよび衛星からIPTVへと移行 - 新たな成長も主にIP
  • 多くの消費者は、モバイルまたは固定料金にバンドルされているOTTビデオサービスが無料に;リニア/ライブコンテンツの重要性が高まる

各国の動向

  • 中国:OTTサービスはSVoDからリニアチャネルへと移行
  • 中国:OTTビデオユーザーの大幅な増加は、徐々に加入者収益成長となる - 「サービススタッキング (複数のサービスの契約)」が役立つ
  • インド:Jioの動きはケーブル買収後のIPTV普及を刺激する可能性
  • インド:無料の「お試し」はOTTビデオサービスにとって市場をゆがめることになるため決して変更されない
  • インドネシア:IPTVは将来の有料TV加入者成長を促進するが、OTTビデオユーザー数は2019年に従来型の有料Tv加入者を上回る
  • インドネシア:OTTサービスはSVoDからリニアチャンネルへと移行
  • マレーシア:Astroが強いため市場はゆっくりと発展
  • マレーシア:OTTビデオサービスの無料バンドリングは当たり前 - Netflixでさえもその料金を調整

予測手法と前提条件

著者・Analysys Masonについて

目次

"Retail revenue for traditional pay-TV services will grow by USD6.4 billion between 2018 and 2019, compared to USD13.5 billion retail revenue growth for OTT video."

TV and video retail revenue will grow by USD20 billion in the emerging Asia-Pacific region between 2018 and 2023. This forecast report analyses the relative strength of IPTV and OTT video services as they compete for a share of consumer spending in the region.

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 seven individual countries and the EMAP region as a whole.

Geographical coverage

Emerging Asia-Pacific

China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam.

Table of Contents

  • 6. Executive summary
  • 7. TV and video retail revenue will increase by USD20 billion between 2018 and 2023
  • 8. OTT video and IPTV will account for most of the future revenue growth, but satellite will continue to account for revenue growth in some places, mainly India
  • 10. Regional trends
  • 11. Geographical coverage: Traditional pay-TV penetration varies significantly by market; household penetration of premium operator OTT services is low
  • 12. USD6.4 billion retail revenue growth for traditional pay-TV services will be dwarfed by USD 13.5 billion growth in OTT video retail revenue
  • 13. OTT video retail revenue will be dominated by SVoD; this is because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customer will migrate away from cable and satellite and towards IPTV - new growth will also be primarily IP
  • 15. Many consumers will take free OTT video services bundled with their mobile or fixed tariffs; the importance of linear/live content will increase
  • 16. Country-level trends
  • 17. China: The heavily-saturated traditional pay-TV market will migrate rapidly towards IPTV
  • 18. China: Massive OTT video user growth is slowly becoming subscription revenue growth - 'service stacking' helps
  • 19. India: Jio's actions are likely to stimulate IPTV take-up following their cable acquisitions
  • 20. India: Free 'Trials' that may never be changed for distort the market for OTT video services
  • 21. Indonesia: IPTV will drive future pay-TV subscriber growth but the number of OTT video users will exceed traditional pay-TV subscribers in 2019
  • 22. Indonesia: OTT services are shifting from SVoD to linear channels
  • 23. Malaysia: The market is slow to evolve mainly because of the strength of Astro
  • 24. Malaysia: Free bundling of OTT video services is commonplace - to the extent that even Netflix has adjusted its pricing
  • 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. About Analysys Mason
  • 32. Research from Analysys Mason
  • 33. Consulting from Analysys Mason

List of figures

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