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市場調査レポート

動画ストリーミング・放送・有料TVのオーストラリア市場

Australia - Video Streaming, Broadcasting and Pay TV

発行 BuddeComm 商品コード 327756
出版日 ページ情報 英文 101 Pages
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動画ストリーミング・放送・有料TVのオーストラリア市場 Australia - Video Streaming, Broadcasting and Pay TV
出版日: 2016年06月06日 ページ情報: 英文 101 Pages
概要

デジタルTVや動画ストリーミングの市場は、現在も急速な速度で成長し続けています。消費者の視聴行動は、TV放送からオンデマンド・コンテンツ (特に動画ストリーミング) へと移行しています。従来型のTVは、スマートフォン・タブレット・スマートTVなどの視聴プラットフォームとの競争の激化に晒されています。

当レポートでは、オーストラリアのオンライン/モバイル動画ストリーミング関連市場の発展状況と今後の見通しについて分析し、放送市場全体の情勢・展望や、有料TV/従来型TV放送の概況と問題点、動画ストリーミング市場の概要と動向 (含モバイルストリーミング)、主要なIPTV企業の概略・戦略展開 (Netflix、Apple TV、Foxtel、Stanなど)、デジタルラジオ市場の概略・動向といった情報を盛り込んでお届けいたします。

第1章 放送市場の転換:スマートTV・有料TV・デジタルTVの考察

  • 関係者の認識を超えた変化を遂げる放送市場
    • 従来型のTVに追いついてきたストリーミング
    • クラウドコンピューティングとストリーミング
    • チャンネル・バンドリング解除への動き
    • 放送 (ブロードキャスティング) のブロードバンド化
  • デジタルTV
    • デジタルTV市場の概要
    • 市場の主な動向:概略
  • 有料TV
  • ケーブルTV
  • HDTV
    • HDTV市場の概要
  • Ultra-HD/4KTV
    • 4K普及に伴い、帯域幅需要はギガビット・レベルに拡大
    • BitTorrentと家電メーカーとの提携
  • スマートTV/コネクテッドTV
    • イントロダクション
    • 次世代型スマートTVの機運
    • 放送局を脅かすスマートTV

第2章 有料/無料 (free-to-air) TV:統計データと分析

  • 有料TV市場
    • 加入者数:統計データ
    • 一般普及率:統計データ
    • 市場収益額:統計データ
    • 広告収益額:統計データ
    • ARPU (ユーザー1件当たり平均月額収益)/チャーン (解約率):統計データ
    • インフラ:統計データと利用可能性
    • 産業・市場分析
    • Foxtelは有料TV市場で復活できるか?
    • 将来予測:有料TVの普及率 (2021年まで)
  • Foxtel
    • 企業情報
    • 企業分析
    • 業績
    • 加入者数:統計データ
    • 過去の加入者数:統計データ
    • 財務状況
    • 企業買収・事業提携・子会社
    • 製品・サービス
    • 企業沿革
  • 無料 (FTA: Free-to-Air) TV市場
    • 市場の傾向と分析
    • 主要なFTA業者
    • 利用状況:統計データ
    • 広告市場:統計データ

第3章 動画ストリーミング市場:主な考察

  • 固定/モバイル回線サービス
    • 定義
    • 動画ストリーミング市場
    • オンライン動画メディア
    • ビデオ・オン・デマンド (VOD) サービス
    • 業界分析
    • ケーススタディ (概略)
    • モバイルネットワーク経由の動画ストリーミング
    • 結論:通信企業にとっての動画の将来性
  • 主要企業
    • 定義
    • イントロダクション
    • AFLTV
    • Australian Broadcasting Corporation (ABC)
    • Apple TV
    • BBC iPlayer
    • FetchTV
    • Foxtel
    • Free-to-Air TV stations
    • Getflix
    • Google
    • Hulu
    • iiNet
    • Netbay IPTV
    • Netflix
    • Ninemsn
    • Optus TV
    • Quickflix
    • Special Broadcasting Service (SBS)
    • Seven Network
    • Stan
    • Telstra Media
    • Ten Network
    • TPG
    • VOD Pty Ltd
    • YouTube
    • Dendy
  • モバイルメディア:モバイル動画ストリーミング
    • モバイル動画ストリーミングとは何か?
    • 市場の概略と分析
    • クラウドベース・モバイルストリーミング
    • 主要企業
    • 規制
    • 技術プラットフォーム

第4章 デジタルラジオ

  • 市場概要
    • イントロダクション
    • 市場分析
    • 市場統計データ
    • デジタルラジオは、現在も地域限定での試験放送に留まっている
    • 各地域でのデジタルラジオの発展
    • 補完的サービスとしてのデジタルラジオ
    • モバイル放送に関する課題
    • ラジオ放送局
    • 小売業者とデジタルラジオ
    • コミュニティ・デジタルラジオ:放送用資金を獲得
    • 車載型デジタルラジオの増加
    • 一部の大都市圏では、デジタルラジオのサービスエリアが拡大
    • 規制動向
    • 新しいDAB (デジタル音声放送) 規格に関する合意
  • デジタルラジオの機能と利点
    • 受信品質
    • テキスト・画像・データ
    • ビジュアル・ラジオ
    • 音楽ダウンロード
    • プログラミング能力の強化
    • 交通情報
    • 広告
    • 有料ラジオ
    • インターネットラジオ

図表一覧

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目次

The digital TV and video streaming industry continues to evolve and growing strongly as it moves towards 2017. Consumer habits are shifting from broadcast TV to on-demand content - especially video streaming. Traditional TV viewing is increasingly facing competition from other viewing platforms such as smart phones, tablets, and smart TVs and from the rise of video streaming specialists such as Netflix.

This report offers a wealth of information on the Video Streaming market including:-

  • Development and general trends in regards to the transformation of broadcasting;
  • Key trends taking place in online and mobile video media;
  • Video streaming overview and analysis;
  • Overview of the Mobile streaming market;
  • Overview of the Australian pay TV and analysis of the competitive threats;
  • IPTV major players overview including; Netflix, Apple TV, Foxtel and Stan;
  • Digital radio market overview and analysis.

Researchers:- Paul Budde, Henry Lancaster, Phil Harpur, Kylie Wansink

Executive Summary

Pay TV market under increasing threat from Video Streaming market Broadcasting and Pay TV

The digital TV and video streaming industry has changed beyond recognition and it continues to evolve in 2016. Consumer habits are shifting from broadcast TV to on-demand content - especially streaming. Traditional TV viewing is increasingly facing competition from other viewing platforms such as smart phones, tablets, and Smart TVs.

Choice is the key. Broadcasters are no longer in charge of the global viewing habits of consumers, who have the choice of, and the ability to access, an enormous amount of movie and TV series content through internet broadband. Pay TV across the various platforms - including cable TV, IPTV, and satellite TV - continues to rise in popularity, and this trend is reflected in the market's increasing service revenues. IPTV is the fastest-growing pay TV platform from a global perspective.

Within the Australian market, although there has been steady growth in subscription TV services into 2016, in coming years customer viewing on the platform will have been greatly changed following the launch of services by OTT providers such as Presto, Stan and Netflix as well as SVoD options being marketed by FTA broadcasters.

Although FOXTEL has seen steady revenue growth during the last few years the company has struggled to increase pay TV penetration in Australia. These offer competitively priced basic packages, commonly below A$10 per month, play to consumers' desire to view content at a time of their choosing. Although linear TV in early 2015 was still adopted by about 88% of Australian households, the figure is falling gradually, and the advent of OTT viewing as well as IPTV offers from Telstra and other major ISPs will see a more rapid shift from liner to time-shifted TV in coming years.

The FTA broadcasters as well as marketers and advertisers who need a return on investments are watching the available content options. The distribution advantage held by FOXTEL is slipping away as the NBN becomes built out over a greater number of premises, so expanding the reach of capable broadband infrastructure which enables subscribers to access OTT and IPTV content

Following the end of analogue broadcasting, Australians have been able to access many more Free-to-Air TV channels as digital broadcasts. Although there are more channels available, the number of viewing hours has remained relatively stable for a number of years, and as a result individual channels, and particularly specific shows, have seen declining viewer numbers. Viewing habits have also been affected by the advent of catch-up TV services, which have been made available from the main broadcasters for two to three years.

Video Streaming

Video applications over broadband are being used by many different industries for advertising, marketing, demonstration, entertainment and communication purposes. Video streaming already makes up the largest component of internet traffic, and is set to continue growing faster than other digital formats.

Driven by the successful US-based Netflix video streaming service, several Australian companies have launched new video streaming services or updated their services. As the demise of local operator Quickflix in 2016 has shown, there is insufficient room for all of the video streaming players. Netflix has emerged as the dominant operator, but both Stan and Presto have built up a significant customer base, and both have the substantial financial resources of their backers at their disposal. This should enable both players to continue investing in content in a bid to keep up with Netflix's international buying power

The traditional IPTV model is making something of a comeback, with new video streaming services launched over higher-speed broadband networks and the introduction of competitively priced triple-play models. However, digital rights constraints are making it impossible for the services to take a larger share of the entertainment content market. It is therefore free catch-up TV series rather than movies and sport that are driving the current developments.

Movie content available - under the basic IPTV subscription - is mostly B- or C-rated; A rated material and new releases are only available at extra charges. BuddeComm remains pessimistic about the current commercial video streaming business models of most of the players. We predict that consolidation will have to happen. In addition, legislative changes will go far to protecting content providers rather than consumers, leading to a more controlled media landscape.

By far the largest growth in video entertainment comes from user-generated content services such as YouTube, Facebook and a whole new range of services of short, and even super-short, videos. Catch-up TV would be the second largest category. BuddeComm estimates that downloading and streaming of video now constitutes well over 50% of all regular online video usage, and that this will only increase over time.

There is a correlation between the availability of high-speed broadband and video streaming usage and it is envisaged that further increases in high-speed broadband penetration will drive new video streaming developments. The rapid growth of smartphones and tablets is also giving this market a boost, as well as new business models such as pay-per-view. New video streaming services are already being streamed over these devices as well as over gaming devices.

Mobile Video Streaming

Mobile video streaming, also known as mobile TV, has been promoted by mobile network operators as a prime benefit of capable infrastructure which has resulted from networks being upgraded LTE technologies. These upgrades enable subscribers to view streaming content on the go, with content less subject to outages and failed connections. However, until recently the platform had not caught the public's attention, despite the introduction of unmetered access and generous data caps. MNOs initially failed to develop the right business models to deliver the type of content suitable for mobile streaming (such as sports oriented content, and short clips).

Video streaming over mobile networks is forecast to grow strongly, although not quite as dramatically as initially expected. Due to poor data allowance and steep prices, users tend to watch mobile video over WiFi more than over a cellular network.

It was also uncertain whether customers would want to pay for content at all, given the small size of screens when mobile streaming was initially promoted. However, in recent months the popularity of phablets, or devices with screens larger than 5.5 inches, has helped address some of the concerns that mobile streaming was unsuitable for the small screen. In addition, the development of new technologies such as LTE-Broadcast will make the delivery of mobile streaming more efficient on a technical level, while the ability of people to view content from Netflix and other OTT services via mobile devices has made the format more attractive. The platform is also being made more popular by the reliance on Wi-Fi for backhaul, thus addressing concerns of high data consumption on mobile plans.

Digital Radio

Digital radio operates in the five mainland state capitals of Adelaide, Brisbane, Melbourne, Perth and Sydney. Trial broadcasts services are available in Canberra and Darwin, while repeaters have been switched on in certain outlying areas of Sydney, Brisbane and Perth. Digital radio availability in the rest of regional and remote Australia is still being negotiated with the Federal Government. There are also considerations relating to funding the cost of setting up additional infrastructure, as well as decisions to be made regarding the frequency band most efficient to use.

Digital radio has failed to live up to its potential. A key factor is that streaming of radio over smartphones, tablets and computers has become increasingly popular with similar quality of sound to digital radio. Also alternative streaming services such as Spotify and Pandora have also increasingly popular and operate as an indirect substitute to digital radio.

Table of Contents

1. Broadcasting transformation - Smart TV, Pay TV and Digital TV insights

  • 1.1 Broadcasting changing beyond recognition
    • 1.1.1 Streaming closing in on traditional TV
    • 1.1.2 Cloud computing and broadcasting
    • 1.1.3 Move towards channel unbundling
    • 1.1.4 Broadcasting is moving to broadband
  • 1.2 Digital TV
    • 1.2.1 Digital TV market overview
    • 1.2.2 Summary of key trends
  • 1.3 Pay TV
  • 1.4 Cable TV
  • 1.5 HDTV
    • 1.5.1 HDTV market overview
  • 1.6 Ultra-HD/4K TV
    • 1.6.1 4K to drive bandwidth demand to gigabit levels
    • 1.6.2 BitTorrent's deal with CE manufacturers
  • 1.7 The Smart or Connected TV
    • 1.7.1 Introduction
    • 1.7.2 Waiting for the next generation of Smart TVs
    • 1.7.3 Digital media players connecting smartphones to TVs
    • 1.7.4 Smart TV threatens broadcasters

2. Pay TV, free-to-air TV - statistics and analysis

  • 2.1 The Pay TV market
    • 2.1.1 Subscriber statistics
    • 2.1.2 Consumer penetration statistics
    • 2.1.3 Revenue statistics
    • 2.1.4 Advertising revenue
    • 2.1.5 ARPU and churn Statistics
    • 2.1.6 Infrastructure statistics and Availability
    • 2.1.7 Industry and market analysis
    • 2.1.8 Can Foxtel revive the pay TV market?
    • 2.1.9 Forecasts - Pay TV penetration to 2021
  • 2.2 Foxtel
    • 2.2.1 Company information
    • 2.2.2 Company analysis
    • 2.2.3 Operational results
    • 2.2.4 Subscriber statistics
    • 2.2.5 Historic subscriber statistics
    • 2.2.6 Financial results
    • 2.2.7 Acquisitions, alliances and subsidiary companies
    • 2.2.8 Products and Services
    • 2.2.9 Company history
  • 2.3 The Free-to-Air TV market
    • 2.3.1 Trends and analysis
    • 2.3.2 Major FTA Providers
    • 2.3.3 Usage Statistics
    • 2.3.4 Advertising market statistics

3. Video streaming - key market insights

  • 3.1 Fixed and mobile services
    • 3.1.1 Definitions
    • 3.1.2 The video streaming market
    • 3.1.3 Online video media
    • 3.1.4 Video-On-Demand services
    • 3.1.5 Industry insights
    • 3.1.6 Brief case studies
    • 3.1.7 Video streaming over mobile networks
    • 3.1.8 Conclusion: The future of video in telecoms
  • 3.2 Major players
    • 3.2.1 Definitions
    • 3.2.2 Introduction
    • 3.2.3 AFLTV
    • 3.2.4 Australian Broadcasting Corporation (ABC)
    • 3.2.5 Apple TV
    • 3.2.6 BBC iPlayer
    • 3.2.7 FetchTV
    • 3.2.8 Foxtel
    • 3.2.9 Free-to-Air TV stations
    • 3.2.10 Getflix
    • 3.2.11 Google
    • 3.2.12 Hulu
    • 3.2.13 iiNet
    • 3.2.14 Netbay IPTV
    • 3.2.15 Netflix
    • 3.2.16 Ninemsn
    • 3.2.17 Optus TV
    • 3.2.18 Quickflix
    • 3.2.19 Special Broadcasting Service (SBS)
    • 3.2.20 Seven Network
    • 3.2.21 Stan
    • 3.2.22 Telstra Media
    • 3.2.23 Ten Network
    • 3.2.24 TPG
    • 3.2.25 VOD Pty Ltd
    • 3.2.26 YouTube
    • 3.2.27 Dendy
  • 3.3 Mobile media - mobile video streaming
    • 3.3.1 What is mobile video steaming?
    • 3.3.2 Market overview and analysis
    • 3.3.3 Cloud-based mobile streaming
    • 3.3.4 Major players
    • 3.3.5 Regulation
    • 3.3.6 Technology platforms

4. Digital Radio

  • 4.1 Market overview
    • 4.1.1 Introduction
    • 4.1.2 Market Analysis
    • 4.1.3 Market statistics
    • 4.1.4 Digital radio still being trialled regionally
    • 4.1.5 Regional deployment of digital radio
    • 4.1.6 Digital radio as a supplementary service
    • 4.1.7 Challenge from mobile broadcasts
    • 4.1.8 The radio stations
    • 4.1.9 retailers and digital radio
    • 4.1.10 Community digital radio gains broadcasting funds
    • 4.1.11 Digital radio provided in vehicles increasing
    • 4.1.12 Digital radio coverage extended in some metropolitan areas
    • 4.1.13 Regulatory developments
    • 4.1.14 Agreement on new Digital Audio Broadcasting (DAB) standard
  • 4.2 Features and benefits of digital radio
    • 4.2.1 Reception quality
    • 4.2.2 Text, images and data
    • 4.2.3 Visual radio
    • 4.2.4 Music downloading
    • 4.2.5 Greater programming capacity
    • 4.2.6 Traffic information
    • 4.2.7 Advertising
    • 4.2.8 Pay radio
    • 4.2.9 Internet radio
  • Table 1 - Global - digital TV households - 2009 - 2016; 2020
  • Table 2 -Global - digital TV market share - 2006; 2009; 2011 - 2014; 2020
  • Table 3 - Top 10 countries - digital TV households - 2014
  • Table 4 - Global - pay TV subscribers - 2010 - 2015; 2021
  • Table 5 - Top 10 pay TV countries in Europe - 2014
  • Table 6 - Cable TV subscribers - 2010 - 2014; 2020
  • Table 7 - Historic - AUSTAR pay TV subscribers - 2008 - 2011
  • Table 8 - Pay TV subscribers, Foxtel, others and total - 2008 - 2015
  • Table 9 - Pay TV subscribers - annual change by major operator - 2008 - 2015
  • Table 10 - Pay TV subscribers - annual change by major operator (historic) - 1997 - 2007
  • Table 11 - Historic - Pay TV household penetration rates - 1997 - 2004
  • Table 12 - Pay TV household penetration rates - 2005 - 2015
  • Table 13 - Historic - Pay TV revenue by major operator - 1997 - 2004
  • Table 14 - Pay TV revenue by major operator - 2005 - 2015
  • Table 15 - Historic - Percentage change of pay TV revenue by major operator - 1998 - 2004
  • Table 16 - Percentage change of pay TV revenue by major operator - 2005 - 2015
  • Table 17 - Subscription TV advertising revenue and annual change - 2000 - 2015
  • Table 18 - Historical - ARPU levels per operator AUSTAR versus FOXTEL - 2003 - 2015
  • Table 19 - Pay TV industry annual churn rates - 1996 - 2015
  • Table 20 - Forecast pay TV household penetration - lower growth scenario - 2010; 2016; 2021
  • Table 21 - Forecast pay TV household penetration - higher growth scenario - 2010; 2016; 2021
  • Table 22 - Total FOXTEL and wholesale subscribers - 2012 - 2015
  • Table 23 - FOXTEL and wholesale subscribers by annual change - 2012 - 2014
  • Table 24 - Subscriber annual churn rate - 2002 - 2014
  • Table 25 - Historic - FOXTEL and wholesale subscribers - 2002 - 2011
  • Table 26 - Historic - FOXTEL and wholesale subscribers by annual change - 2003 - 2011
  • Table 27 - Historic - FOXTEL subscribers by type - 2008 - 2011
  • Table 28 - FOXTEL - Key Financial Indicators - 2014 - 2015
  • Table 29 - FOXTEL - Revenue and Net Income - 2012 - 2015
  • Table 30 - FOXTEL - Revenue and Net Income (US$) - 2012 - 2015
  • Table 31 - FOXTEL monthly ARPU - 2003 - 2015
  • Table 32 - AUSTAR key operating and financial figures - 2009 - 2012
  • Table 33 - Number of television and radio licences on issue - 2011 - 2014
  • Table 34 - Percentage shares of capital city TV advertising market - 1998 - 2015
  • Table 35 - Metropolitan advertising revenue for FTA commercial networks - 2009 - 2015
  • Table 36 - Regional and total advertising revenue for FTA commercial networks - 2009 - 2015
  • Table 37 - Global IPTV subscribers - 2010 - 2016
  • Table 38 - Global OTT video streaming revenue - 2015; 2020
  • Table 39 - Netflix domestic and international subscriptions - 2011 - Q1 2016
  • Table 40 - Netflix consolidated revenue - 2009 - Q1 2016
  • Table 41 - Online video unique visitors - top online video properties in the US - 2010; 2012; 2014; 2015
  • Table 42 - Total number of Fetch TV subscribers 2012 - 2015
  • Table 43 - Average SVoD streaming speed by ISP - 2015
  • Table 44 - Quickflix subscribers - 2008 - 2015
  • Table 45 - Telstra Media financial results - 2010 - 2015
  • Table 46 - Telstra cumulative T-Box device sales - 2011 - 2014
  • Table 47 - Estimated size of digital radio listening audience - 2009 - 2015
  • Table 48 - Cumulative digital device sales - 2009 - 2015
  • Table 49 - Funding of digital radio community radio - 2009 - 2016
  • Table 50 - Digital radio sales in vehicles - 2011 - 2015
  • Exhibit 1 - Will broadcasting move to the cloud?
  • Exhibit 2 - Set-Top Boxes (STBs)
  • Exhibit 3 - Historical overview - HDTV
  • Exhibit 4 - Pay TV rollouts by state
  • Exhibit 5 - FOXTEL at a glance
  • Exhibit 6 - AUSTAR brief company history - 1994 - 2012
  • Exhibit 7 - Listing of major commercial television licences by Network ID and affiliation
  • Exhibit 8 - Examples of key IPTV vendors worldwide
  • Exhibit 9 - Examples of online VoD sites
  • Exhibit 10 - Equivalence between access modes and traditional audiovisual use
  • Exhibit 11 - Blockbuster closes its stores across America
  • Exhibit 12 - Definition: Content Delivery Networks (CDN)
  • Exhibit 13 - Overview of the now defunct cloud- based mobile streaming services
  • Exhibit 14 - Background information on the defunct Optus TV Now service
  • Exhibit 15 - Examples of Mobile TV technologies
  • Exhibit 16 - Broadcast Australia DVB-H trials - 2005 - 2009
  • Exhibit 17 - Brief timeline of music on the internet - 1984 - 2014
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