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World Video Transcoders Market
Frost & Sullivan, July 2011, Pages: 101
This research service covers video transcoders which are used to transform analog or digital video into a multitude of content packages for a variety of distribution scenarios. The market is analyzed in three segments - production transcoding, enterprise transcoding and multi-screen transcoding. Evaluation of the market includes revenue forecasts, and demand for the solutions over the period spanning 2010 through 2017, with 2010 as the base year. Factors driving and restraining the growth of the market along with trends and key challenges being faced by the industry are identified and discussed.
Market Overview
Video Transcoders Market Consolidates; Vendors Gain Strong Growth
Commoditization looms; Innovation in speed, workflow automation and encoding quality key to continued success
The boom in Internet-enabled handheld devices worldwide has made streaming video more ubiquitous. Enterprises as well as media companies aggressively push more video today as distribution networks provide more speed; devices support high-resolution; and new media business models become more viable. Combined, these trends are driving unprecedented demand for video transcoding products, which connect the dots between disparate input, storage, processing and transmission formats. These trends have also triggered frenetic investment, merger, and acquisition activities in the marketplace. “We have seen more than ten acquisitions in the last two years as leading companies consolidate pieces of the digital content puzzle,” notes the analyst of this research service. “We expect to see continued consolidation and investment as the market evolves.”
While enterprises use digital media to facilitate and innovate marketing and corporate communications, the media and entertainment sector authors, delivers, and monetizes digital media in a variety of ways. As the technical requirements of various segments and end-user media are highly fragmented, specialized video transcoding solutions will be in demand. This trend is expected to continue till formats stabilize and transcoding is eventually integrated into automated workflow management tools.
The research finds that many transcoding vendors recorded double-digit growth rates in 2010, in stark contrast to an economic climate that was generally dismal. However, this growth is not necessarily linear over the forecast period, according to the research analysis. “The common misconception in the industry is that the growth trend for the transcoders market would directly correspond with that of consumption of online and digital video,” argues the analyst. “While the market potential represents growth, factors such as shrinking prices and higher penetration of software based transcoders are likely to temper long-term growth rates.”
The research finds that growth of individual vendors over the forecast period depends on their ability to expand their product line beyond transcoding and re-invent their market strategies. “Vendors must consistently innovate their core transcoding solutions to remain competitive, but must also to form synergistic partnerships with other vendors, distributors, and system integrators to educate customers and retain long term value pricing capability,” says the analyst. However, the video transcoders market is rife with opportunities for growth. Increasingly, Internet-based OTT (over the top) video and on-demand content delivery models are turning the bouquet-based television subscription model on its head, and traditional broadcasters worldwide are embracing the multi-screen TV everywhere paradigm. This in turn implies continued demand for transcoding solutions for a long foreseeable future. Key vendors covered in this research include (in random order) Digital Rapids, Telestream, Cisco, Inlet Technologies, Amberfin, Envivio and others.
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