Turning Digital - Seamless Television
ITMedia Consulting, September 2012, Pages: 96
The 10th ITMedia Consulting Annual Report, is an essential tool to understand the TV market and anticipate its changes. The first part analyzes the Digital TV in Europe, its trends and prospects. The second part focuses on content ubiquity and on the growing trend on the operators' side to adopt effective strategies to enter the new digital markets.
Turning Digital is an essential reference for TV and multimedia content companies. The study, which is based on a global analysis of 17 countries in Western Europe, provides valuable data-driven insights of the Big 5 European markets (France, Germany, Italy, Spain and United Kingdom).
KEY QUESTIONS ANSWERED
- How is the European TV market performing in this years of economic crisis?
- Winners and losers: who has responded successfully to the economic downturn?
- What are the strategies for the coming years?
Find out the answers in Turning Digital, ITMedia Consulting's Annual Report.
Executive summary
The TV market in 2011
Main trends
Market perspectives
The TV market in 2011
Market overview
Advertising
Pay TV
The multichannel television market
Market revenue
Multichannel advertising
Fragmentation in TV audience share
Digital Television
Digital TV evolution
The Digital Switchover process
HDTV as the new standard
Internet and Tv: evolution or revolution?
TV feels the pressure: broadcasters' online strategies
Sky Now TV
Iplayer
Premium Play
Viaplay
Sky on Demand
YouView
Pro7sat1
RTL Group
OTT services expanding
Blinkbox
Netflix
Lovefilm
Impact on the UK competitive landscape
Entertainment everywhere: the quest for seamlessness
The Social future of TV
Connected TV gaining momentum
3D TV can wait
Conclusion
The overall picture of the global economy has been mixed in 2011 and economic growth has been uneven across regions. The fragile recovery from the global crisis that had started in 2009 has been negatively affected by increased uncertainties about the resolution of the sovereign debt crisis in the euro area
According to the European Commission, in 2011 as a whole, real GDP is estimated to have grown by 1.5% in the EU and 1.4% in the euro area. However, the loss of momentum in the EU economy towards the end of 2011 turned out to be stronger than expected in the autumn.
Within this framework, the TV industry was affected by the crisis but managed to grow by a modest but encouraging +2.7%, compared to +5.6% in 2010.
European net TV advertising revenues decreased by 0.9% in 2011. While in 2010 the advertising increase was boosted by improving consumer and corporate confidence along with that summer's World Cup finals in South Africa, for 2012 an increase is expected to be driven by the Euro 2012 soccer tournament and the Olympic Games in London.
In the overall landscape, pay TV continues its incremental path, even though it slows down compared to the previous year. The +5.7% increase still represents an outstanding performance in an otherwise stagnating framework.
Over the last few years, the multiplication of distribution platforms has attracted new players in the TV market, and brought a significant increase in the number of channels. As a matter of fact, TV has still many chances to attract large audiences, in unconventional ways, targeting different tastes, different viewing habits and even different budgets.
As a result, multichannel is growing year over year, and in 2011 represented nearly half of total market revenues (48%), compared to 45% in 2010.
The year 2011 saw digital television households in Europe continuing to expand: at the end of the year, almost 89% of homes watched television using a digital infrastructure (satellite, cable, terrestrial or IP-TV). Following an increase of around 12 million homes, nearly 160 million television homes in Western Europe had gone digital.
A comparison of the infrastructures also reveals major differences: around 95% cent of satellite homes resort to digital reception while cable reception (42% per cent) lags far behind. Cable still requires considerable investment in technology, but investment is also needed into content and consumer information.
Looking at digital TV households in Western Europe overall, DTT is still in the lead as regards TV reception. Some 40% of digital homes – close to 60 million households – use this infrastructure for TV reception; this in an increase of 3 million homes or 5% compared to last year.
A significant rise was experienced also by IPTV: up 26%, it drew in 3 million new homes and at the end of 2011 was now available in more than 15 million households, covering 10% of the digital market. The most relevant market for IP-TV is France with some 7 million IPTV households alone.
High-definition television (HDTV) was a major contributor to the success of digital television; HDTV is gaining more and more popularity and acceptance and has found its place in the mass market in most countries in Western Europe.
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