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有料TV・OTTビデオの新興のアジア太平洋 (EMAP) 地域市場 - 動向と予測:2019年~2024年

Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024

発行 Analysys Mason 商品コード 923631
出版日 ページ情報 英文 16 Slides
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=108.74円で換算しております。
有料TV・OTTビデオの新興のアジア太平洋 (EMAP) 地域市場 - 動向と予測:2019年~2024年 Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024
出版日: 2020年02月04日 ページ情報: 英文 16 Slides
概要

従来の有料TVサービスの小売収益は、2019年~2024年における新興のアジア太平洋 (EMAP) 地域で、29億米ドル増加すると見られています。

当レポートでは、新興のアジア太平洋 (EMAP) 地域の有料TV・OTTビデオ市場について調査分析し、市場の予測、予測の内訳、国別の予測も含めて、体系的な情報を提供しています。

エグゼクティブサマリー

地域の動向

  • 地理的範囲:従来の有料TV普及率は国によって大きく異なる; 主要オペレーターOTTサービスの世帯普及率は低い
  • 従来の有料TVの普及率は飽和状態; オペレーターのOTTサービスは、従来の有料TVとほぼ同じくらいの収益を生む
  • OTTビデオの小売収益はSVoDが優勢で、その理由は多くのリニアサービスが無料でバンドルされているため
  • 顧客はケーブル・衛星からIPTVへ移行; 新たな収益成長はIPサービスによる
  • OTTビデオサービスの中で最も重要なタイプはSVoDで、主として中国のスケールによる

国別の動向

  • 中国:China MobileのIPTVライセンスが市場に変化をもたらす; IPTVの将来は肯定的だが、ケーブルテレビは低迷
  • 中国:BATがOTTビデオサービスの有料加入者の数を牽引; 2024年に3億9700万のOTTビデオユーザーの見込み
  • インド:新しい関税法により、有料TVプロバイダーにはあまり有利な商業市場ではなくなり、収益成長のためにOTTを検討中
  • インド:OTTビデオは引き続き無料で視聴; 有料サービスの将来は、オペレーターがバンドリングにどのようにアプローチするかによって異なる
  • インドネシア:第2・第3の大手が価格競争を促進する可能性が高いが、既存企業のTelkomが顧客ベースを拡大
  • インドネシア:OTTビデオサービスと通信サービスを無料でバンドルするのが標準
  • マレーシア:Astroが依然として有料TV・OTT市場で優勢、Telekom Malyasiaの将来の役割は不明
  • マレーシア:OTTビデオサービスの無料バンドルが一般的

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 USD2.9 billion in EMAP between 2019 and 2024, compared to USD15.1 billion retail revenue growth for OTT video."

Retail revenue from OTT services in emerging Asia-Pacific (EMAP) will grow more-rapidly than that from traditional pay-TV services in the next 5 years. This forecast report analyses how IPTV and OTT video compare as they compete for consumer spend in the region. It presents the scale of, and differences between, these dynamics in China, India and other countries 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 and key metrics:

Geographical coverageKey metrics

  Regions modelled

  • Emerging Asia-Pacific (EMAP)

  Countries modelled
individually

  • China
  • India
  • Indonesia
  • Malaysia
  • Myanmar (NEW)
  • Thailand
  • Philippines
  • Vietnam
  • 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. The traditional pay-TV retail revenue in emerging Asia-Pacific will peak in 2023
  • 8. Cable TV retail revenue will stop growing during the forecast period, the growth in satellite revenue will stall and IPTV will account for future revenue growth
  • 9. Retail revenue from both traditional pay TV and OTT video will grow in almost all countries in EMAP, but OTT video will now account for the majority of growth
  • 10. Regional trends
  • 11. Geographical coverage: traditional pay-TV penetration varies significantly by country; the household penetration of premium operator OTT services is low
  • 12. Traditional pay-TV take-up will saturate during the forecast period; operator OTT services will generate almost as much revenue as traditional pay TV by 2024
  • 13. OTT video retail revenue will be dominated by SVoD because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customers will migrate away from cable and satellite and towards IPTV; new revenue growth will come from IP services
  • 15. SVoD will continue to be the most important type of OTT video service in the region during the forecast period, primarily due to China's scale
  • 16. Country-level trends
  • 17. China: China Mobile's IPTV licences have created a step change in the market: the future for IPTV is positive and cable TV will flounder
  • 18. China: BAT have boosted the number of paying subscribers to their OTT video services; there will be 397 million OTT video users in 2024 as a result
  • 19. India: the New Tariff Order creates a less favourable commercial market for pay-TV providers, so they are looking towards OTT for revenue growth
  • 20. India: OTT video continues to be consumed primarily for free; the future of paid-for services depends on how operators approach bundling
  • 21. Indonesia: the second-and third-largest players are likely to drive price competition, but the incumbent, Telkom, will grow its customer base
  • 22. Indonesia: bundling OTT video services alongside telecoms services for freeis the norm
  • 23. Malaysia: Astro still dominates the pay-TV and OTT market, and Telekom Malaysia's future role in TV is unclear
  • 24. Malaysia: free bundling of OTT video services is commonplace
  • 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, emerging Asia--Pacific, 2016--2024
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia--Pacific, 2019--2024
  • Figure 3: Contribution of traditional pay TV and OTT video to the total change in retail revenue in emerging Asia--Pacific, 2019--2024
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia--Pacific, 2024
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia--Pacific, 2016--2024
  • Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia--Pacific, 2016--2024
  • Figure 9: OTT video users and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 10: OTT video spend and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 11: Pay-TV connections, operator OTT users and ASPU by access technology, emerging Asia--Pacific, 2016--2024
  • Figure 12: OTT video users by business model, EMAP, 2016--2024
  • Figure 13: Pay-TV connections and OTT video users by access technology, China, 2016--2024
  • Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2016--2024
  • Figure 15: Number of users by service type, China, 2016--2024
  • Figure 16: Pay-TV connections and OTT video users by access technology, India, 2016--2024
  • Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2016--2024
  • Figure 18: Number of users by service type, India, 2016--2024
  • Figure 19: Pay-TV connections and OTT video users by access technology, Indonesia, 2016--2024
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia, 2016--2024
  • Figure 21: Number of users by service type, Indonesia,2016--2024
  • Figure 22: Pay-TV connections and OTT video users by access technology, Malaysia, 2016--2024
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia, 2016--2024
  • Figure 24: Number of users by service type, Malaysia, 2016--2024
  • Figure 25: Scope of our spend forecasts