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市場調査レポート

中間業者の省略:TVコンテンツプロバイダーの直販戦略

Cutting out the middleman: Direct-to-consumer strategies for TV content providers

発行 Ovum, Ltd. 商品コード 265076
出版日 ページ情報 英文
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=106.71円で換算しております。
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中間業者の省略:TVコンテンツプロバイダーの直販戦略 Cutting out the middleman: Direct-to-consumer strategies for TV content providers
出版日: 2013年03月28日 ページ情報: 英文
概要

HBO、Eurosportおよびその他多くのコンテンツプロバイダーは、コンテンツライブラリーをさらに収益化するため、直販(D2C)サービスに関心を向けています。しかし、このような戦略は機会と課題の両方をもたらします。

当レポートでは、重要性を増すTVコンテンツプロバイダーの直販(D2C)市場について分析し、D2C戦略を実行するTVコンテンツプロバイダーが直面する機会と課題、主要企業のケーススタディ、市況、将来の発展予測、および市場参入企業への提案などをまとめて、概略以下の構成でお届けいたします。

調査内容

  • 現在のD2C市場の包括的概要
  • 従来の市場力学の分析
  • 潜在的な市場開発のロードマップ
  • 新戦略についての結論
  • 市場参入企業への提案
  • HBOおよびEurosportの戦略・サービスの詳細なケーススタディ
  • Informa独自のTV、ビデオおよびインターネット市場トラッキング・モデリングを利用したデータ・予測

参加アナリスト

目次

HBO, Eurosport and a number of other content providers are looking to direct-to-consumer (D2C) services to further monetize their content libraries. But such strategies offer both opportunities and challenges. Informa's report provides actionable insights and analysis into this increasingly important market sector.HBO, Eurosport and a number of other content providers are looking to direct-to-consumer (D2C) services to further monetize their content libraries. But such strategies offer both opportunities and challenges. Informa's report provides actionable insights and analysis into this increasingly important market sector.

Informa Telecoms & Media's report provides an incisive and authoritative take on the opportunities and challenges TV content providers face in successfully executing a D2C strategy.

Through a combination of analysis and case studies of industry-leading players, the report assesses the state of the market, predictions about its future development and recommendations for other players.

Overview

Providing online video services direct to consumers promises to enable TV content providers to further monetize their wares, foster a more direct relationship with consumers and gain access to data on viewing habits.

But the D2C concept presents content creators with challenges they have never had to consider before, such as billing and customer support. And, while online video revenues are growing, they still trail traditional TV revenues by a considerable margin.

Any content player entering the D2C space needs to have a realistic understanding of the true potential return on such an investment.

This report analyzes the burgeoning D2C landscape, identifying key dynamics and developments and providing conclusions and recommendations. It also provides detailed case studies on two leading players in key content categories: HBO in drama and Eurosport in sport. Both are D2C innovators and understanding the strategies behind their service launches and deployment provides a rich insight for any industry peers or partners interested in D2C.

With analysis pertinent to all players in the TV and content delivery ecosystem, the report offers vital insights into the opportunities and challenges that lie ahead in the D2C space.

How will this research help you

  • Understand the key drivers behind D2C video launches in several TV markets.
  • Weigh up different market conditions, looking at the key potential drivers and inhibitors for D2C services.
  • Assess the impact of the new D2C players on their respective markets.
  • Evaluate in detail the D2C strategies of both HBO and Eurosport, and other players in this space.

Report includes:

  • Comprehensive overview of current D2C market
  • Analysis of existing market dynamics
  • Roadmap of potential market development
  • Conclusions about emerging strategies
  • Recommendations for market players
  • Detailed case studies of HBO's and Eurosport's strategies and services
  • Data and forecasts drawing on Informa's extensive TV, video and Internet market tracking and modelling.

Contributing Analysts

  • Michael Dean, Research Analyst, Broadband & TV, Informa Telecoms & Media
  • Ted Hall, Senior Analyst, Broadband & TV, Informa Telecoms & Media
  • Natalie Bursk, Research Executive, Broadband & TV, Informa Telecoms & Media

Table of Contents

Contributing analysts

D2C video services: Content owners' next meal ticket or greedy folly?

  • Fig. 1: OTT video, total revenues by region, 2011-2017
  • Fig. 2: TV delivery ecosystems
  • Fig. 3: Pay-TV operators' core competencies
  • Fig. 4: HBO Nordic homepage on iPad
  • Fig. 5: All3Media's YouTube original content channel, Electra Loves
  • Fig. 6: Eurosport Player on mobile screenshot
  • Fig. 7: Global total TV and online video revenues, 2011-2016
  • Fig. 8: Global total TV and online video advertising revenues, 2011-2016
  • Fig, 9: regional pay-TV, fixed broadband and smart TV household penetration, end-2017
  • Fig. 10: House of Cards on Netflix

Case study: Eurosport's direct-to-consumer OTT TV strategy

  • Fig. 1: Global, Eurosport online-and-multiscreen presence factsheet, Feb-13
  • Fig. 2: Eurosport Player screenshot
  • Fig. 3: Global, Eurosport broadcast channels' reach, Feb-13
  • Fig. 4: Europe, operators distributing Eurosport via TV Everywhere services, Feb-13
  • Fig. 5: Global, Eurosport Player and ESPN Player comparison, Feb-13
  • Fig. 6: Global, Eurosport International financial performance, 2007-2012
  • Fig. 7: Eurosport direct-to-consumer strategy SWOT analysis

Case study: HBO Nordic's direct-to-consumer OTT TV strategy

  • Fig. 1: Nordic countries vs. Western Europe average, fixed-broadband penetration, 2008-3Q12
  • Fig. 2: Nordic countries vs. Western Europe average, pay-TV households as a proportion of TV households,
  • 2008-2012
  • Fig. 3: Screenshot of HBO Nordic home page
  • Fig. 4: Screenshot of HBO Nordic content list
  • Fig. 5: Comparison of HBO Nordic's metrics, before and after launch, with Netflix and Viaplay
  • Fig. 6: A selection of comments from HBO Nordic Finland's Twitter feed, Sep-12
  • Fig 7: A selection of comments from HBO Nordic Sweden's Twitter feed, Jan-13
  • Fig. 8: HBO Nordic, SWOT analysis
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