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North American Residential Video Services Markets
Frost & Sullivan, June 2005
Home Entertainment among the Fastest Growing Consumer Market Segments in North America
Advanced home entertainment and communications services are predicted to revolutionize the North American residential video services markets. In 2004, more than 85.0 percent of television households in North America subscribed for some level of multichannel video programming. By the end of 2004, there were approximately 37.8 million broadband subscribers in North America, amounting to 33.0 percent of broadband-capable households. The revenue growth rate is predicted to be slightly higher in 2007 and 2008 as adoption of enhanced and premium services is expected to increase.
This Frost & Sullivan research service analyses the North American residential video services markets, segmenting them into pay-television services, Internet Protocol television (IPTV), triple play strategy, video on demand (VoD), and high definition television (HDTV). It discusses the various trends and opportunities while providing market share analysis, forecasts, drivers, restraints, and revenues. The study enables companies to align their positioning strategies to benefit from the changing markets and obtain maximum return on investment.
Convergence of Enhanced Technologies Boost North American Residential Video Services Markets
Multiple service operators (MSOs) are deploying IPTV by distributing video signals to subscribers using a broadband connection over Internet Protocol (IP). This is facilitating the delivery of triple play strategy - the convergence of data, voice, and video services on a single platform from a single provider. Recent enhancements of traditional video services have allowed for renewed interest by consumers and competitive differentiation of providers.
Personal video recorders, VoD, HDTV, and pay-television services coupled with attractive pricing could bring about good acceptance rates from customers. As business units within the companies mature, the crossover among them is expected to assure new capabilities for the consumer such as interactivity between the telephone, television, and computer. Apart from convenience and innovation of such integration, the service aspect is equally important, says the analyst of this research. Receiving only one bill and having one provider for customer service inquiries are major advantages in the eyes of the customer.
Improved U.S. Economy Strengthens Overall Video Services Markets in Terms of Subscribers and Revenues
As the economy continues to show signs of rebounding from its recession in the early 2000s, consumer expenditure toward home entertainment and video services is likely to rise. Rising prices for basic video programming and the increasing consumer adoption of enhanced premium service packages, is expected to augment the average revenue per user (ARPU), remarks the analyst.
In terms of growth, HDTV is experiencing the fastest rollout of any service launched by the cable industry in the U.S. In only 18 months, from early 2003 to mid 2004, the service was deployed in 90 million households. Providers are also offering a variety of broadband choices, including different performance versions at varying price points. This allows consumers to spend less than the traditional $40 to $50 on monthly broadband access and still receive speeds faster than that of dial-up access. This strategy should broaden providers’ addressable markets and attract new customers without reducing existing revenue streams.
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