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Viewing report
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Digital and interactive TV markets: Opportunities in Europe to 2005
Datamonitor, April 2001
Introduction
Market context
51% of TV households will be digital by 2005
Customer focus
Competitor dynamics
The future decoded
iTV services allow service providers to increase revenues
Digital television dominates the distribution of iTV services
iTV services offered by the top 15 broadcasters
iTV business models are changing
Interactivity will transform the way consumers use the TV
Action points
INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
MARKET CONTEXT
Introduction
Key findings
The digital TV market develops beyond pay-TV services
Initial uptake of digital TV is dominated by pay-TV services
Non-premium cable subscribers gain access to digital services
Digital services become mass-market
Cable will become the strongest platform for digital services
Cable will be very popular where available
Satellite benefits from speed to market and total coverage
DTT will gain significant market share only in the long term
51% of European TV households will be digital by 2005
Satellite will remain dominant until 2004
Cable growth will accelerate
DTT will only take a small part of the digital market by 2005
Advanced pay-TV markets dominate digital TV
Advanced pay-TV markets dominate the digital TV landscape
Other European markets will narrow the lead of early adopters
Cable operators become strong digital and iTV players
European countries split into two distinct groups
Consolidation will drive competition
Network upgrades are a strategic investment
Provision of premium content is key to sucess
Digital satellite benefits from first-mover advantage
Satellite operators benefit from large analog installed base
A shift in the area of competition
Digital terrestrial will rely on free-to-air in the long term
European countries have different agendas for analog switch-off
Can DTT compete against digital satellite and cable?
Spain and the UK have successfully launched commercial DTT
Conclusions
CUSTOMER FOCUS
Introduction
Key findings
A changing audience for digital TV
Pay-TV subscribers adopt digital services for premium content
Non-pay-TV cable subscribers will be next to adopt digital TV
The creation of a mass market
Digital TV strategies must target various customer segments
Improving customer loyalty is vital
Conclusions
COMPETITOR DYNAMICS
Introduction
Key findings
Austria
Multichannel TV has limited the development of pay-TV
Market forecasts
Cable is the dominant digital platform
Satellite provides both free-to-air and pay-TV services
Austria's DTT plans remain vague
Conclusions
Belgium
A difficult market to approach and target
Market forecasts
A complex cable market
Canal Plus is the main provider of digital TV services
No current plans for digital terrestrial
Conclusions
Denmark
Uptake of digital TV has been confined to pay-TV subscribers
Market forecasts
Tele Danmark and Telia Stofa account for 75% of the cable market
Digital satellite dominated by pay-TV operators
DTT will only take a small share of the digital TV market
Conclusions
Finland
Finland: an underdeveloped digital TV market
Market forecasts
Helsinki Television and Sonera dominate Finnish cable market
Pay-TV operators dominate the digital satellite market
Digita, Finland's DTT platform, will launch in August 2001
Conclusions
France
Satellite operators dominate the French digital television market
Market forecasts
A promising cable industry
Interactivity becomes the battleground of digital satellite
Digital terrestrial will promote local and regional programming
Conclusions
Germany
The digital TV market is still closely aligned to the pay-TV sector
Market forecasts
Premiere World currently dominates the digital television market
Free-to-air homes will constitute the core of the digital TV market
The shake-up of the cable industry
Satellite will remain predominant in areas not covered by cable
DTT has no economic justification
Conclusions
Italy
A market dominated by strong digital satellite operators
Market forecasts
An underdeveloped cable network
Digital satellite is the stronghold of Tele+ and Stream
Italy has announced 2006 as official switch-off date
Conclusions
The Netherlands
The Dutch market is highly dominated by cable
Market forecasts
Cable will account for 84% of the digital market in 2005
Digital satellite will remain a niche service
DTT will increase competition in the digital TV market
Conclusions
Norway
Satellite and cable are the primary distribution media
Market forecasts
UPC and Telenor Avidi will pursue aggressive roll-out strategies
Canal Digital and Viasat dominate digital satellite
No plans for digital terrestrial television
Conclusions
Spain
Spain has launched digital television on all three platforms
Market forecasts
A nascent but promising cable market
Fierce competition on digital satellite
Digital terrestrial will create a digital mass market in Spain
Conclusions
Sweden
Cable provides most of free-to-air programming
Market forecasts
Cable will represent 60% of the digital installed base in 2005
Pay-TV operators dominate the digital satellite market
The limited success of the Swedish digital terrestrial platform
Conclusions
Switzerland
Cable is the primary medium for multichannel television
Market forecasts
Almost 90% of Swiss households subscribe to cable
Satellite only covers a niche market
Unlikely launch of DTT
Conclusions
The UK
The UK is the most advanced digital and pay-TV market in Europe
Market forecasts
BSkyB leads the digital television market
UK cable reduced to a duopoly between NTL and Telewest
Successful launch of commercial DTT
Conclusions
THE FUTURE DECODED
Introduction
Key findings
Defining interactivity
The various types of interactivity
Digital television dominates the distribution of iTV services
iTV services allow service providers to increase revenues
iTV services open up new revenue streams
iTV as a differentiator
iTV as a source of customer information
iTV increases viewer retention and customer loyalty
Key issues for iTV service development
The challenges of ever more sophisticated iTV services
Market forecasts
Interactive opportunities by platform
Interactive opportunities by type of iTV service
The changing nature of interactive services on digital TV
Developed digital TV markets have advanced iTV services
Developed digital and interactive TV markets
Early digital and interactive markets
Pre-launch markets
Analysis by broadcaster
iTV business models are changing
Walled garden versus full Internet access
The convergence of programming, advertising and commerce
Multiplatform strategies broaden the scope of broadcasters
Interactivity will transform the way consumers use the TV
Conclusions
ACTION POINTS
Introduction
Key findings
Action point 1: broadcasters must focus on iTV in order to strengthen their offering and improve performance
Action point 2: businesses need to form relationships with digital TV operators in order to exploit the iTV opportunity
Action point 3: technology providers must focus on markets offering the fastest growth potential
Action point 4: iTV application and content developers must concentrate on the most sophisticated iTV markets
Action point 5: broadcaster business models must become increasingly flexible to address the changing digital TV audience
Conclusions
APPENDIX
Definitions and abbreviations
Research methodology
Future reading
SPP writing team
How to contact experts in your industry
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