The Future of Connected TV

Over the next few years, Connected TV will become a mainstream consumer technology. Its widespread adoption will not only be disruptive to the entertainment industry; it will also heavily impact the global advertising and marketing industries.

This report examines the market around the new medium of Connected TV. It looks at the role of established TV broadcasters, Internet companies, TV and set top box makers, and niche players in the new industry aiming to take market share from the incumbents. It examines the birth pangs of Connected TV and includes detailed analyses of each of the main players’ strategies for gaining market share.

Scope of this research:

- Understand why the Internet TV market is about to become the biggest new entertainment medium since the advent of broadcast TV.
- Identify the key players in the market and how they are positioned to take full commercial advantage of Connected TV.
- Establish successful monetization strategies to take advantage of the new medium.
- Analyze the current and future state of the Internet TV market, focusing on Connected TV.
- Examine the way in which social networking, 3DTV and other innovations are set to accelerate the adoption of Internet TV.

Research and analysis highlights:

Global Connected TV shipments are set to see huge growth over the coming years, at a CAGR of 58.3% between 2009-14. The Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014. Although still a small market, the Middle East and Africa will see the fastest growth over the period.

Global total set top box shipments (including DTT, IPTV, Cable, and Satellite connections) are set to grow from around 177m in 2009 to over 207m in 2014. Global IPTV set top box shipments are expected to grow from 19.4m to 57.5m between 2009-14.

The battle to win a big slice of the global connected TV pie has already attracted companies which are not traditionally associated with living room TV. Google TV, Yahoo Connected TV, Apple TV and even Microsoft are now all hotly competing for TV viewers in the era of Connected TV.

Key reasons to purchase this research:

- What is the scale of the Connected TV and set top box market?
- Will Internet TV replace traditional broadcasting?
- Who will be the winners and losers in the Connected TV market?
- What technologies/services/content will come to dominate the new medium?
- How will the new medium develop over the next five years? SHOW LESS READ MORE >

Executive summary
Introduction to Connected TV
Market dynamics
The main players – changing competitive landscape
New players – changing competitive landscape
Developments in the set top box market
Opportunities and challenges in 3D Connected TV
The Future of Connected TV

Chapter 1 Introduction
Scope and interested parties
Methodology
Primary research
Secondary research
Glossary/Abbreviations

Chapter 2 Introduction to Connected TV
Summary
Introduction
The battle for market share
Microsoft already connects to millions of TVs
New impetus for connected TV at CES 2011

Chapter 3 Market dynamics
Summary
Introduction
Monetization strategies
Potential revenue sources:
The ‘Walled Garden’
Revenge of the Couch Potatoes
Future growth
Connected TV shipment growth
Global growth drivers
Global growth inhibitors
Growth in online video
Industry forecasts
Widening the TV broadband pipe
Global broadband adoption
UK broadband adoption
Cutting the cord
Gaming, shopping and adult content to drive revenues
Gaming and retailing
Adult viewing
‘Picks and shovels’
Stakeholders further down the value chain make the most of Connected TV
Cisco’s Videoscape features
European software developers

Chapter 4 The main players – changing competitive landscape
Summary
Introduction
Major players
Sky versus BT – a dispute over content
BT enters the social networking arena
BT’s main rivals
Sky improves existing service
Sky 3D
Sky SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
BT SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Virgin territory
Virgin Media SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Google TV versus Yahoo Connected TV
Yahoo Connected TV to monetize its offering
Yahoo Connected TV SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Facebook weighs in
Facebook SWOT analysis
Strengths
Weaknesses
Opportunities

Chapter 5 New competitors – changing competitive landscape
Summary
Introduction
Google gets tough
Clampdown on search results for potentially illegal content
File sharers fight back
Claim to offer legitimate competition
New free services offer wide choices as an alternative to file sharing
BitTorrent versus Google
Google blocks BitTorrent, but BitTorrent has governmental seal of approval
Google’s ban is strategic, not altruistic
BitTorrent’s position depends on the outcome of the net neutrality debate
BitTorrent exclusive Q&A – becoming a central pillar of connected TV
BitTorrent SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Google SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
New competitor SWOT analyses
YouView SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Netflix SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Hulu SWOT analysis
Strengths
Weaknesses
Opportunities
Threats

Chapter 6 Developments in the set top box market
Summary
Introduction
Advantages over connected TV sets
Set top box market growth
Total shipments
Connected set top box shipments
Console shipments
Microsoft sell more set top boxes than Apple
Apple TV
Apple SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Microsoft SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Beyond Apple and Microsoft
Pace shows strong growth
Mobile convergence encourages competition
Rivals such as Roku and Boxee benefit from Apple TV’s publicity
The set top box middleware market
Microsoft leads the market but competitors form partnerships to fight back
Low cost Asian developers threaten western incumbents

Chapter 7 Opportunities and challenges in 3D Connected TV
Summary
Introduction
New 3D TVs in 2011
New 3D TVs rolled out but uncertain to make an impression
Consumer attention, equipment, cost and content all provide challenges
3D requires full attention
Shutter glasses are a costly nuisance
Cost is an issue for the majority of consumers
There needs to be sufficient 3D content to make it a valuable proposition
Walled garden approach counteracts piracy
Health fears
Drivers and inhibitors to investing in 3D TV
Drivers
Inhibitors

Chapter 8 The future of Connected TV
Summary
The shape of things to come
Social networking and interaction with content
Mobile services combine with the TV to create disruption
Increasingly interactive services
Consumer meta-themes driving adoption of Connected TV
Convergence
Personalization
Social networking
Conclusion

Table of figures
Figure 1: IPTV subscriber share by region, 2010
Figure 2: Connected TV shipments by region (m), 2009-2013
Figure 3: Internet video users by region (m), 2009-2014
Figure 4: Top 10 broadband countries by fixed lines (m), Q3’09-Q3’10
Figure 5: Global broadband technology market share (%), Q3'10
Figure 6: Global total set top box shipments (m), 2009-14
Figure 7: Global connected set top box shipments (m), 2009-14
Figure 8: Global connected set top box shipments as % of total, 2009-14
Figure 9: Global fixed console shipments (m), 2009-14
Figure 10: Consumer meta-themes shaping the Connected TV market

Table of tables
Table 1: IPTV subscriber share by region, 2010
Table 2: Connected TV shipments by region (m), 2009-2013
Table 3: Internet video users by region (m), 2009-2014
Table 4: Top 10 broadband countries by fixed lines (m), Q3’09-Q3’10
Table 5: Global broadband technology market share (%), Q3'10
Table 6: Global total set top box shipments (m), 2009-14
Table 7: Global connected set top box shipments (m), 2009-14
Table 8: Global connected set top box shipments as % of total, 2009-14
Table 9: Global fixed console shipments (m), 2009-14

- BT
- Sky
- Virgin
- Google TV
- Yahoo Connected TV
- Facebook