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Viewing report
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Web-to-TV Gaining Momentum in the US
In-Stat/MDR, Aug 2010, Pages: 35
Consumer adoption of Web-to-TV is gaining momentum. Within five years there will be over 200 million web-enabled CE devices operating in the US. Movie rental and purchases are rapidly migrating to electronic sell-through. On-demand TV programming viewing is expanding at an exponential rate. But what is the best method of monetizing OTT video content?
This research report provides an update to In-Stat’s original 2009 Web-to-TV report. The report uses primary research to quantify current Web-to-TV consumer behavior. Total US web-enabled device shipments and installed base are forecasted.
Three alternative Web-to-TV models are identified in order to assess how OTT video content can be monetized. These include the current overlay model that favors device manufacturers and retailers. The bundled model reflects the emergence of video search engine platforms, such as Google TV, that span both online and pay TV programming. Finally, the integrated model envisions the delivery of third-party online TV via pay TV hybrid set-top boxes.
Five-year forecasts for Web-to-TV adoption are presented, segmented by household, revenue, and device type.
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