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Viewing report
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The Future of PC/TV Convergence: Opportunities and Challenges in Online Video
Business Insights, Oct 2009, Pages: 167
Convergence is ongoing across the communications and entertainment markets. Video content is now accessible via numerous channels, beyond traditional services such as terrestrial, cable and satellite and towards online and mobile platforms. As a result, the online and broadcast markets are colliding, with video services making the move to the PC environment and web-based services becoming a core element of the TV viewing experience. There are an ever-expanding number of channels available for content to be distributed over and an ever-increasing range of technologies to aid the transmission.
Online video delivery is emerging as a true competitive threat to existing content service providers, offering the potential to extend reach to new consumer groups. Broadcasters and content owners are delivering services direct to consumers, regaining some of the control they had lost to other players across the value chain, while pay-TV providers and video rental firms are adding online video to their service mix to boost their appeal. On the flipside, consumer electronics manufacturers and pay-TV operators are adding web-based elements to their products and services. Increasing integration of web browsers into home devices, the emergence of TV widgets, and further deployment of enhanced interactive services aim to add greater value to offerings, and could act to divert consumer attention away from the PC for some basic tasks.
Scope of this report
Overview of the market trends, technological evolution and changing business models that have driven PC/TV convergence.
Market projections to 2012 for key communications and entertainment services including consumer broadband and mobile broadband.
Identification of the key challenges facing the key participants targeting PC/TV-related opportunities, including actionable insight into how to best approach this rapidly evolving opportunity.
Examination of the evolving competitive environment and the ways in which various protagonists are targeting PC/TV convergence opportunities.
In-depth analysis of the strategies being employed by a number of leading content providers and device manufacturers with regards to their involvement in the online video and/or connected device markets.
Insight into the future trends that will impact on the development with regards to PC/TV convergence, including identification of best-practice and emerging opportunities.
Reasons to purchase this report
-Gain a comprehensive understanding of how market trends are prompting convergence of PC- and TV-based services, and the impact such developments will have on traditional business models and strategies.
-Understand how the competitive environment is changing, and how content owners, broadcasters and device manufacturers will seek to gain a share of the spoils in the PC/TV convergence arena.
-Compare how different content providers and device vendors are positioning and developing their services and products in order to differentiate from the competition, gain market share and drive revenue growth beyond their core/traditional offerings.
-Appreciate the challenges faced by companies targeting PC/TV convergence opportunities, and understand why radically new market strategies will be required to make a significant impact.
-Identify future trends that will impact on the potential of PC/TV convergence, and gain insight into how to best approach this rapidly evolving opportunity.
Key market issues examined
In many countries, broadband is the fastest growing consumer technology of all time and is developing into a utility that already has almost ubiquitous coverage in advanced markets. The rise of broadband networks and consumer connections is a key driver for online video services, enabling consumers to connect to a broader range of rich media content and applications without the delays that were evident with narrowband dial-up services.
Increased internet usage is also having a profound effect on traditional TV viewing in almost all country markets. Up to a third of consumers in major developed markets are watching less TV as a result of their increased internet use; a significant proportion, and a trend which is challenging existing business models, especially those that rely on advertising as a primary revenue source. Many broadcasters are seeking new opportunities by pushing content via online channels to exploit the huge growth of online advertising.
Content owners are still not providing full support for new distribution channels. Movie studios have watched on as the music industry has been ravaged by piracy, and understandably want to restrict the impact it has on their businesses in whatever ways they can. As a result, content owners will continue to be both selective and cautious when seeking online distribution partners, and will demand that DRM is applied to high-value content such as new-release movies for the foreseeable future at least.
Portable PC-based video boosted by netbooks and mobile broadband. Until relatively recently, PCs were bulky devices tethered to fixed-line connections for internet connectivity. But the situation has changed considerably over the past year, with ultra-portable netbooks hitting retail shelves and mobile broadband starting to emerge as a mainstream proposition. Expect to see mobile broadband functionality to increasingly be integrated into netbooks over the next year, enabling streamed online services to be accessed on the move and opening up new audiences for content providers and device manufacturers alike.
Direct TV connection is essential if online video is to become mainstream. The vast majority of online video content is currently watched via a PC. But while PC-based services will remain attractive, offering the ability to watch content directly on a TV set is crucial if online video services are to appeal to the mainstream. Delivering this functionality is now a key focus of both device manufacturers and content providers.
Key findings from this report
- Online video delivery is emerging as a true competitive threat to existing content service providers, offering the potential to extend reach to new consumer groups.
- Exploiting opportunities across the connected home environment is seen by many PC and CE device manufacturers as a key way to boost average selling points. With online video now becoming available via a wider range of providers, the previous inertia in the CE market with regards to delivering connected devices is slowly being overcome.
- To maximize likely returns, content owners will need to fully support their online partners; a half-hearted approach, where only low-value or archive content is made available, could dilute service potential.
- Connected TVs are likely to become the norm within the next five years. By this time, it may not be economically viable for manufacturers to offers sets without connectivity.
Key questions answered by this report
- What are the major trends shaping and driving PC/TV convergence?
- Why are broadcasters and rival content providers investing so heavily in the deployment of online video services?
- Which factors are likely to inhibit the pace of PC/TV convergence market development and why?
- How are different market protagonists targeting the opportunities afforded by PC/TV convergence?
- To what extent will emerging online services threaten the current status quo across the video distribution market?
- What are the forecast market growth rates to 2012 across underlying technologies including residential broadband services and mobile broadband?
- How will the market for converged video services evolve, and which future trends will impact on developments over the course of the next 2-3 years?
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