Abstract
Preface
Telcos are increasingly positioning their IPTV services as part of bundled broadband packages, and the services are gaining subscribers at rapid pace. At year-end 2007, the global IPTV subscriber base reached 15m clients and is expected to grow more than six-fold in the next five years. Although regulations (such as those in China or Brazil) have played a role in limiting the scope of IPTV portfolios, it is the marketing strategy employed by each telco that is determining the pace of IPTV development in each market. In this report, Pyramid Research provides a global snapshot of IPTV adoption and analyzes market dynamics in 10 disparate countries, ranging from highly developed markets (France, for instance) to emerging markets where IPTV services are only at the cusp of being introduced (such as South Africa). In each country, we examine the shape and form of IPTV offerings and put them in the context of competing broadband and pay-TV market offerings.
Main highlights of our analysis include:
- IPTV is growing rapidly in the 10 markets studied, accounting for over 12% of broadband households after three years
- of operation.
- IPTV is increasingly positioned as a broadband value-added service within a bundled package.
- All IPTV providers are actively building up their content lineups to include both exclusive content in fully dedicated channels and VoD titles. DVR features are also increasingly common.
- Most IPTV products are competitive price-wise.
- Telcos are adding interactive services to their IPTV platforms to develop true home entertainment centers, and throwing
- advertising into the mix.
Target audience
Operators
Identify the optimal market positioning for attracting audiences to your IPTV service. Benchmark against players in similar markets, and discover the strengths of IPTV against other media.
Vendors
Assess the demand for IPTV infrastructure, devices and services in different market environments. Use our forecasts and analysis of market dynamics and opportunities to develop go-to-market plans.
Content providers
Assess the value of IPTV trends, markets and business partners in order to develop strategies that will help you maximize the value of your existing content, tailor your new content with an effective go-to-market strategy in place and reach a wider, more rewarding audience.
Table of Contents
- Table of contents
- Table of exhibits
- Acronyms and abbreviations
- Companies mentioned in this report
- Executive summary: Using VoD and interactive IPTV features, telcos continue foray into TV space
Section 1: Global IPTV overview
- 1.1 Subscriptions outlook: the IPTV market will surpass 99.4m subscribers by 2012
- 1.2 IPTV business models: Telcos' offerings range from VoD-only to
comprehensive packages with interactive technologies
- 1.2.1 Competitive market dynamics in broadband and pay-TV affect IPTV strategies
- 1.2.2 Telcos combine four key factors in building an IPTV strategy: broadband speed, content, interactive features and bundling
- 1.3 A closer look at market conditions and telco strategies in 10 countries
Section 2: Case studies
- 2.1 Brazil: Basic IPTV launches; telcos face regulatory barriers and
mounting pressure from cable competitors
- Snapshot of the Brazilian telecom and media marketplace
- IPTV status
- 2.2 Chile: Telefonica and Telsur combine pay-TV platforms to fend off
cable company VTR
- Snapshot of the Chilean telecom and media marketplace
- IPTV status
- 2.3 People' s Republic of China: Pushed by media conglomerates, IPTV
remains high-end
- Snapshot of the Chinese telecom and media marketplace
- IPTV status
- 2.4 Czech Republic: Steady adoption of IPTV while new pay-TV players enter
the market
- Snapshot of the Czech telecom and media marketplace
- IPTV status
- 2.5 France: IPTV adoption high as telcos deliver multi-plays with advanced
offerings
- Snapshot of the French telecom and media marketplace
- IPTV status
- 2.6 Netherlands: Cable puts pressure on IPTV, but telcos price multi-plays
aggressively
- Snapshot of the Netherlands telecom and media marketplace
- IPTV status
- 2.7 Poland: Cable companies play an important role in pushing IPTV service
- Snapshot of Poland' s telecom and media marketplace
- IPTV status
- 2.8 South Africa: IPTV services in the making as pay-TV monopoly comes to
an end
- Snapshot of the South African telecom and media marketplace
- IPTV status
- 2.9 South Korea: A new regulatory framework will give IPTV an important
boost
- Snapshot of the South Korean telecom and media marketplace
- IPTV status
- 2.10 United States: IPTV enters crowded pay-TV market with advanced
offerings to pursue competition
- Snapshot of the US telecom and media marketplace
- IPTV status
- Additional resources
Table of exhibits
- Exhibit 1: Global residential IPTV subscriber lines and subscriber growth
- Exhibit 2: Recent IPTV deployments around the world
- Exhibit 3: Global residential broadband subscriber lines and subscriber growth
- Exhibit 4: IPTV as proportion of broadband households in leading markets, 2007
- Exhibit 5: Global pay-TV subscriptions, 2007-2012
- Exhibit 6: Factors defining IPTV strategies by level of importance, under various market conditions
- Exhibit 7: IPTV service delivery models for telcos with moderate-speed, intermediate-speed and highspeed networks
- Exhibit 8: Key telecom and media indicators in 10 markets analyzed, 2007
- Exhibit 9: Snapshot of competitive dynamics and IPTV strategies in the 10 markets analyzed, 2007
- Exhibit 10: IPTV features offered by select telcos in 10 markets analyzed, 2007
- Exhibit 11: Key Brazilian indicators in a global context, 2007
- Exhibit 12: Competitive environment in pay-TV and broadband sectors in Brazil, 2007
- Exhibit 13: Brazilian market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 14: Principal pay-TV service offerings in Brazil (prices in US$)
- Exhibit 15: Key Chilean indicators in a global context, 2007
- Exhibit 16: Competitive environment in pay-TV and broadband sectors in Chile, 2007
- Exhibit 17: Chilean market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 18: Principal pay-TV service offerings in Chile
- Exhibit 19: Key Chinese indicators in a global context, 2007
- Exhibit 20: Competitive environment in pay-TV and broadband sectors in China, 2007
- Exhibit 21: Chinese market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 22: Principal pay-TV service offerings in China
- Exhibit 23: Key Czech indicators in a global context, 2007
- Exhibit 24: Competitive environment in pay-TV and broadband sectors in the Czech Republic, 2007
- Exhibit 25: Czech market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 26: Principal pay-TV service offerings in Czech Republic
- Exhibit 27: Key French indicators in a global context, 2007
- Exhibit 28: Competitive environment in pay-TV and broadband sectors in France, 2007
- Exhibit 29: French market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 30: Principal pay-TV service offerings in France
- Exhibit 31: Key Netherlands indicators in a global context, 2007
- Exhibit 32: Competitive environment - pay-TV and broadband sectors in the Netherlands, 2007
- Exhibit 33: Dutch market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 34: Principal pay-TV service offerings in the Netherlands
- Exhibit 35: Key Polish indicators in a global context, 2007
- Exhibit 36: Competitive environment in pay-TV and broadband sectors in Poland, 2007
- Exhibit 37: Polish market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 38: Principal pay-TV service offerings in Poland
- Exhibit 39: Key South African indicators in a global context, 2007
- Exhibit 40: Competitive environment in pay-TV and broadband sectors in South Africa, 2007
- Exhibit 41: South African market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 42: Principal pay-TV service offerings in South Africa
- Exhibit 43: South Korea' s key indicators in global context, 2007
- Exhibit 44: Competitive environment - pay-TV and broadband sectors in South Korea, 2007
- Exhibit 45: South Korean market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 46: Principal pay-TV service offerings in South Korea
- Exhibit 47: Key US indicators in a global context, 2007
- Exhibit 48: Competitive environment in pay-TV and broadband sectors in the US, 2007
- Exhibit 49: US market for pay-TV, broadband and IPTV, 2007-2012
- Exhibit 50: Principal pay-TV service offerings in the US
Companies mentioned in this report
- Alice
- Arcor
- AT&T
- Bharat Sanchar
- Bharti Airtel
- Brasil Telecom
- BSNL
- C&M Co
- Canal+ Cyfrowy
- Canal Digitaal
- Canal Plus
- CanalSat
- Casema
- China Central Television
- (CCTV)
- China Netcom
- China Telecom
- Cinven
- CJ CableNet
- Comcast
- Cox Communications
- Crnogorski (T-Com)
- CS Link
- Cyfra+
- Cyfrowy Polsat
- Czech On Line
- Darty
- Digi TV
- DirecTV
- Dish Network
- EchoStar Satellite
- Embratel
- Essent Kabelcom
- France Telecom
- Free
- GVT
- Haier
- Hanaro Telecom
- HBO
- HCN
- Hyundai Communications
- Network (HCN)
- Iliad
- Jordan Telecom
- KPN
- KT
- Lenovo
- LG Telecom
- MTN
- MultiChoice South Africa
- Multikabel
- Multimedia Polska
- MWEB
- n
- Nasmedia
- Naspers
- NET Servicos
- Netia
- Neuf Cegetel
- Numericable
- Oi
- Orange
- PCCW
- Polsat
- Rede Globo
- Roland Garros (tennis)
- Rugby World Cup
- SFR
- Shanghai Media Group (SMG)
- SK Telecom
- Sky
- SkyLife
- Sony
- State Administration of
- Radio, Film and Television
- (SARFT)
- Taekwang Industrial
- Taiwan Interactive TV (TITV)
- Tata Communications
- Tele2 France
- Tele2 Netherlands
- Telefonia Dialog
- Telefonica
- Telefonica Chile
- Telefonica O2
- Telekomunikacja Polska
- (TPSA)
- Telemar
- TeliaSonera
- Telkom SA
- Telmex
- Telsur
- Teo LT
- Time Warner
- Time Warner Cable
- Tour de France
- TPS
- TVA
- Ukrtelecom
- Universal Music
- UPC Czech Republic
- UPC NL
- UPC Polska
- Verizon Communications
- Verizon Wireless
- Versatel
- Vodacom
- Vodafone
- Volny
- VTR
- Warner Brothers
- Walt Disney Company
- Warburg Pincus
