OTT Growth Sparks Innovative Multiscreen Video Business Models Global Telecom Insider/Vol. 4, No 5, Edition 11
- Language: English
- Published: November 2012
- Region: Global
This report analyzes the major innovations operating in the television industry. By comparing existing offerings and those in development, it elucidates the positioning strategies of traditional and upstart players and gives a glimpse of the key services of tomorrow.
- What major innovations are rocking today’s television industry?
And what is their impact on the traditional TV powerhouses?
- How are new entrants such as telcos and equipment manufacturers positioning themselves in the TV market? Are they a real threat or are they actually an opportunity for TV channels?
- How are consumers adapting to these profound changes? What new services and/or screens will they turn to en masse?
- Ultimately, are linear TV channels condemned to abandoning premium content to OTT services, with only event programming left as a potential differentiator?
The study comes with a unique benchmark of key services and players in the TV industry.
The electronic version of this report (PDF) includes a database (Excel) and a presentation (PowerPoint)
1. Executive Summary
1.1. 2011: year zero of the TV revolution?
1.2. Catch-up TV takes the world by storm
1.3. A potential renaissance of linear TV thanks to the tablet
1.4. The success of smart STBs: putting the reins in the viewer' s hand
1.5. Connected TV is proving to be big news, but it will take time before its effects are felt
1.6. A host of hurdles to overcome in rolling out 3D as a tool for enhancing the TV experience
1.7. A revolution, yes, but not till tomorrow
3. Live TV Everywhere!
3.1. TV players' response to evolving consumption patterns
3.2. A cautious simulcast strategy
3.3. Services duplicated across devices
3.4. PC and mobile: the cornerstones of a device diversification strategy
3.5. Spectacular market penetration by tablets
3.6. Use of the game console as a set-top box helping reinvent the TV experience
3.7. Two approaches to accessing live content online consistent with traditional model
3.8. Apps helping rekindle TV players' interest in mobile
3.9. Game consoles: midway between an alternative and a complement to traditional receivers
3.10. Tablets a logical successor to smartphones
3.11. What are the prospects for live content?
4. The Rise of the Spectator as Programmer
4.1. Growth in digital recorders
4.2. Rapid adoption of catch-up TV services
4.3. Internet: the leading place for catching up
4.4. Gradual expansion to other devices, especially TV
4.5. Mobile innovations shifted to the iPad
4.6. Catch-up TV, an essentially free service
4.7. Program availability varies by country
4.8. What are the prospects for catch-up TV?
5. When Online Video Content Invades the Small Screen
5.1. Ways that TVs can connect to the Internet
5.2. Classification of content services available on connected TVs
5.3. A broad range of video content is potentially accessible from the TV, but availability is still limited
5.4. Premium offerings are highly localized, but Internet content is increasingly globalized
5.5. With such a surfeit of players, a rationalization of the market is in order
5.6. A multi-screen strategy for premium VoD patterned after live and catch-up is complicated by the nature of the content
5.7. What are the prospects for over-the-top content?
6. When TV Reinvents the Internet
6.1. Customizable portals vs. widgets
6.2. ...until the Google TV "revolution"?
6.3. ... no matter what the type of player
6.4. What are the prospects for Web TV?
7. The Reign of Smart Set-top Boxes
7.1. STBs as the new linchpin in the battle for audience
7.2. Tool to ensure subscriber loyalty and drive ARPU
7.3. Parallel development of connected boxes
7.4. Essential features: digital hard drive, HD compatibility and connectivity
7.5. Add-on features and services vary by market: media center, widgets/OTT content, double tuner (or more), Wi-Fi, etc
7.6. What are the prospects for advanced STBs?
8. 3D, or How to Reinvent Blockbuster TV
8.1. More 3D TVs necessary
8.2. 3D on TV still a format limited to blockbuster programming
8.3. Events channels sustained by pay-TV groups; more modest initiatives by existing channels
8.4. VoD services being developed in parallel
8.5. Pay-TV players have access to 3D-compatible set-top boxes already in homes
8.6. 3D consumption potentially boosted by low service costs
8.7. What are the prospects for 3D TV?
Table 1: Overview of players studied for each key trend
Table 2: Presence of live content on various devices, excluding TV
Table 3: Type of content and method of accessing live content on Internet/PC
Table 4: Type of content and method of accessing live content on mobile/smartphone/MP4 player
Table 5: Type of content and method of accessing live content on home game consoles
Table 6: Type of content and method of accessing live content on tablets
Table 7: Catch-up TV by access method
Table 8: Availability and conditions for accessing catch-up TV content offered by channels
Table 9: Classification of connected TV services
Table 10: Comparison of Sony Bravia Internet Video offerings in selected countries
Table 11: Main video services available on the principal connected TV solutions in the US
Table 12: Video on demand and OTT content by access mode
Table 13: Comparison of the leading Samsung Apps offered in the US, Spain and France
Table 14: Examples of Internet services available on TV
Table 15: Availability of several advanced receivers on the leading markets
Table 16: Comparison of the key features of advanced set-top boxes
Table 17: Main 3D VoD channels and services that have been released
Table 18: Content and business model for available 3D services
Figure 1: The main interface of Panasonic Viera Cast
Figure 2: The main interface of Philips Net TV
Figure 3: Flickr widget to the left of a program on a TV equipped with the Yahoo! Connected TV solution
Figure 4: The Yahoo! Connected TV widget bar at the bottom of a TV screen
Figure 5: Facebook widget on Verizon FiOS TV
Figure 6: Widgets on Vudu Apps
Figure 7 : YouTube on Sony Bravia Internet Video
Figure 8: Sony Bravia Internet Widgets (with the Yahoo! News widget displayed)
Figure 9: Search on Google TV
Figure 10: The video wheel and video wall in Intel' s Smart TV solution for Google TV
Figure 11: HbbTV interactive services from France Televisions during the Cote Cuisine program
Figure 12: Live voting application during the France 2 TV news show
Florence LE BORGNE, Project leader, Head of TV & Digital Content Business Unit
Florence Le Borgne, Director of Studies, joined IDATE in July 1998. She is now head of TV & Digital Content Business Unit. Florence’s prime area of focus is the development of digital technologies (terrestrial, cable, satellite and IPTV, mobile TV, digital cinema, video and TV on the web) dealing with both the economic and strategic aspects of those sectors. More generally, her work involves analysis of media groups’ strategies, chiefly in Europe and Japan. Before coming to IDATE, Florence Le Borgne worked as the Head of Research in the Nord-Pas-de-Calais Regional Development Agency's Economic Observation department, where she devoted herself primarily to issues relating to the Information Society, the development of telework and the mastery of key technologies. Ms. Le Borgne is a graduate of the Lille school of management EDHEC (Ecole des Hautes Etudes Commerciales).