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TVおよび新たなビデオサービス:米国の教訓

TV and New Video Services: Lessons From The US

発行 IDATE DigiWorld 商品コード 311025
出版日 ページ情報 英文 30 Pages
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=115.18円で換算しております。

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TVおよび新たなビデオサービス:米国の教訓 TV and New Video Services: Lessons From The US
出版日: 2014年08月18日 ページ情報: 英文 30 Pages
概要

当レポートでは、特に若い世代の視聴者の視聴習慣の変化とそのビデオ市場への影響について調査し、OTTサービスの急速な進展とそれがユーザー態度・ビデオ産業における企業戦略に及ぼす影響、さまざまな市場企業が新たな加入者を惹きつけるため、また潜在的損失を食い止めるために利用する戦略などの分析を提供しています。

第1章 エグゼクティブサマリー

第2章 新たな習慣

  • 視聴習慣は変化している
  • ファミリープランは古すぎる?
  • TVでOTTサービスにアクセス
  • DTTはコードカッティングのソリューションとして出現

第3章 OTT:全く別の問題

  • OTTは技術的革新を刺激しているか?
  • コンテンツを配信する新たな方法
  • オリジナルコンテンツの優位、リリースウィンドウの再考

第4章 主な米国企業の新しい戦略

  • 通信・TV産業における集中の加速
  • ISPとコンテンツプロバイダー間の合意
  • ウェブvs. TV:新たな競合情勢
  • クラウド分野の流通への大きな投資

図表リスト

目次
Product Code: M14205IN2

This report takes a look at changes in consumer habits, especially those of the youngest generations of viewers, and their impact on the video market.

It examines the rapid progress made by OTT offers and how they affect user behaviour and video industry players' strategies.

It also explores some of the strategies the various market players are using to attract new subscribers and stem potential losses.

Table of Contents

1. Executive Summary

2. New habits

  • 2.1. Viewing habits are changing
    • 2.1.1. More viewers watching more screens
    • 2.1.2. More and more time-shifted viewing
    • 2.1.3. Binge watching on the rise
    • 2.1.4. Channel bundles an outmoded model for younger viewers
  • 2.2. Are family plans too old school?
    • 2.2.1. Viewing an increasingly individual pastime
    • 2.2.2. TV Everywhere vs. account sharing
  • 2.3. Accessing OTT services on the TV
    • 2.3.1. Why native connected TV has failed
    • 2.3.2. An opportunity for dedicated OTT devices
  • 2.4. DTT emerging as a cord-cutting solution
    • 2.4.1. Record high cable prices
    • 2.4.2. Pay OTT to top up free DTT
    • 2.4.3. Case study: Aereo
    • 2.4.4. Case study: Mohu

3. OTT: a whole new ballgame

  • 3.1. Is OTT fuelling technological innovation?
    • 3.1.1. Recommendation engines at the heart of the user experience
    • 3.1.2. Introduction of 4K
  • 3.2. New ways to deliver content
    • 3.2.1. Case study: WWE Network
    • 3.2.2. Virtual MVPD: a new era in video distribution
  • 3.3. The supremacy of original content, and the rethinking of release windows
    • 3.3.1. Increase in original programmes on OTT services
    • 3.3.2. AMC's content strategies
    • 3.3.3. ABC's about-face
    • 3.3.4. Conflicts over the availability of currently airing seasons

4. Top American players' new strategies

  • 4.1. Accelerated concentration in the telecoms and TV industries
    • 4.1.1. Growing weight of OTT services
    • 4.1.2. Comcast takeover of Time Warner Cable
    • 4.1.3. AT&T's planned acquisition of DirecTV
  • 4.2. Agreements between ISPs and content providers
    • 4.2.1. ISP shaming: a new way to pressure access providers
    • 4.2.2. Recent agreements between Netflix and ISPs
  • 4.3. The Web versus TV: a new competitive landscape
    • 4.3.1. Ongoing development of Web services
    • 4.3.2. Pay-TV value of certain channels has dropped
    • 4.3.3. HBO and OTT: it's complicated
  • 4.4. Major investments in cloudified distribution

Tables

  • Table 1: The different Netflix streaming plans
  • Table 2: Selection of original series available on Amazon, Netflix and Hulu
  • Table 3: Free and paid peering agreements in the United States

Figures

  • Figure 1: Growth of weekly multi-screen viewing time
  • Figure 2: Growth of time-shifted viewing in the United States
  • Figure 3: Growth of time-shifted viewing of a TV series on the FX channel
  • Figure 4: Percentage of Internet users that have already watched programmes on their own schedule (i.e. time-shifted) and those who have binge watched a show, in the United States, in 2013
  • Figure 5: US binge watchers' preferred devices in 2013
  • Figure 6: Growth of binge viewing among binge watchers in the United States, between 2012 and 2013
  • Figure 7: Netflix automatic post-play function
  • Figure 8: Growth of the number of channels received and watched by TV households in the United States, 2008-2013
  • Figure 9: Example of a VoD service's personal profile feature
  • Figure 11: Roku and Google streaming sticks
  • Figure 12: Chromecast user interface
  • Figure 13: Growth in the price of a monthly cable plan in the United States, pegged to inflation, 2000-2012
  • Figure 14: Change in the breakdown of TV households in the United States by reception network used, 2009-2018
  • Figure 15: How much can cord cutters/shavers save? US, in 2013
  • Figure 16: Size of the Aereo micro antenna
  • Figure 17: Aereo plans
  • Figure 18: Mohu indoor and outdoor antennas
  • Figure 19: Mohu Channels set-up
  • Figure 20: Mohu Channels personal EPG
  • Figure 21: Services available on Mohu Channels
  • Figure 22: Comcast X2 live content recommendation engine
  • Figure 23: Content available on the WWE OTT service in the United States
  • Figure 24: Potential financial scenarios and cannibalisation of WWE revenue, according to WWE Network subscriber numbers in the United States
  • Figure 26: AMC Networks' advertising and distribution revenue
  • Figure 27: Growth of fixed high-speed Internet and LTE penetration in the United States, 2012-2018
  • Figure 28: Percentage of broadband households that subscribe to Netflix, Hulu and Amazon OTT services, 2012-2014
  • Figure 29: Quarterly subscriber growth of Comcast and TWC pay-TV services, and expected base after their merger and divestment of 3.9 million subscribers
  • Figure 30 : Google's Video Quality Report
  • Figure 31 : Netflix ISP speed index
  • Figure 32: Example of a Netflix message to Verizon customers
  • Figure 34: Mobile devices in use in the United States
  • Figure 35: Growth of videos shown by cable TV music channels the United States
  • Figure 36: Internet user campaign for the launch of a standalone HBO OTT service
  • Figure 37: Growth of HBO and SVOD subscribers in the United States, 2011-2014
  • Figure 38: Quarterly pay-TV subscriber growth in the United States, 2010-2014
  • Figure 39: TiVo's migration to the cloud

Companies covered in the report

  • Aereo
  • Amazon
  • Comcast
  • HBO
  • Hulu
  • Mohu
  • Netflix
  • WWE Network

Slideshow contents

New habits

  • New screens and time-shifted viewing becoming firmly entrenched
  • OTT: driving new habits and new devices
  • DTT emerging as a credible cord-cutting solution

OTT: a whole new ballgame

  • Virtual MPVD: a new era in video distribution
  • Original and exclusive content is king

Top American players' new strategies

  • Accelerated concentration in the telecoms and TV industries
  • Massive online traffic forcing content providers to negotiate
  • Cloudified distribution: vital in the TV Everywhere era
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