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市場調查報告書

IP視訊發行者收益及技術供應商支出:每COGS/OpEx (銷貨成本/產業運營成本) 投資單位的生態系統利益 2015-2017年

IP Video Publisher Receipts and Tech Vendor Payments: Ecosystem Profit Per COGS/OpEx Unit of Investment 2015-2017

出版商 Accustream Research 商品編碼 340709
出版日期 內容資訊 英文 239 Pages
商品交期: 最快1-2個工作天內
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IP視訊發行者收益及技術供應商支出:每COGS/OpEx (銷貨成本/產業運營成本) 投資單位的生態系統利益 2015-2017年 IP Video Publisher Receipts and Tech Vendor Payments: Ecosystem Profit Per COGS/OpEx Unit of Investment 2015-2017
出版日期: 2015年09月29日 內容資訊: 英文 239 Pages
簡介

IP視訊發行者在2015年中,預計對抗103億美元的COGS/OpEx (銷貨成本/產業運營成本) 供應商支出,提供各個平台、地區的廣告銷售額、加入收益220萬美元。

本報告以IP視訊市場為主題,提供發行者收益、技術供應商支出的明細,ROI的生態系統,及IP視訊技術供應商和價值鏈等相關的系統性資訊。

第1章 ROI的生態系統

  • IP視訊發行者、技術供應商的收益及COGS/OpEx 邊際收益的標準:最後損益概要

第2章 IP視訊發行者

  • 利益:IP視訊
  • IP視訊廣告、加入、收費頻道及網站供應商
  • IP視訊市場全球整體表現廣告、加入服務的強度

第3章 IP視訊技術供應商

  • IP視訊技術的價值鏈:CDN、軟體、跨頻道廣告技術、轉碼及處理:工作流程收益分析的模組
  • CDN:IP視訊:觀眾移動實驗網路的可用性,安全,品質及規模
  • IP視訊技術軟體部門概要:平台,模組及工作流程:以市售價格定做的解決方案的市場需求
  • IP視訊技術供應商的合作、核心競爭力、產品差異化、價格及經營模式、其他
目錄

IP video publishers are forecast to deliver $22 billion in ad sales and subscription receipts across all platforms and geographies served in 2015, made against related COGS/OpEx vendor payments of $10.3 billion, according to a multi-disciplinary, industry-wide analysis carried out by AccuStream Research.

IP video publisher receipts, and fees paid for requisite technology support and services (i.e. CDN, mobile video adtech, desktop/cross-channel video adtech, players, integrated CMS platforms and media processing), when evaluated against tech vendor net revenues indicate positive operational margins have been maintained, currently estimated at 46% in 2015.

(NOTE: This analysis pertains to tech payments only, and excludes subscription IP video service content licensing fees made to rights holders).

Publisher revenues utilized as a basis for multi-year marginal analysis are generated from the sale of video advertising (in-stream, in-banner, VOD, authenticated sign-in, viral and social), plus IP video subscription services or download-to-own stores.

Complete performance results contained in IP Video Publisher Receipts and Tech Vendor Payments: Ecosystem Profit Per COGS/OpEx Unit of Investment 2015 - 2017, show margins have historically landed in the 44 - 57% range (excluding any content licensing or rights payments), though expected to decline sequentially over the next several years as sophisticated IP cross-channel video adtech infrastructure deployments ramp up to support linear and non-linear broadcast groups more closing the gap between operating units.

IP video publishers are tasked to run very lean digital businesses, and have enough pricing leverage in the marketplace to secure favorable agreements across the entire tech vendor landscape; publishers can demand highly sophisticated and even customized solutions at near commodity prices.

Moreover, as the market works through rounds of tech consolidation, vendors have adopted business models and sell-in strategies offering their publisher partners generous and flexible pricing, often structured against performance incentives designed to drive down unit costs further as services scale.

IP video publishers, on average, generate $2.13 in combined advertising and subscription revenue for each $1 in tech vendor billings at present, though projected to decline through 2017.

This IP video publisher an tech vendor revenue profit analysis includes net revenue across the entire ecosystem, historical growth profiles, target markets, core competencies, billing models, media spend by site, in-stream inventory, in-banner impressions, CPMs, analysis of adtech platforms and programmatic systems, ad networks, channels and aggregators, subscription revenues by service (including Netflix, Hulu, Vudu, iTunes Video, sports leagues etc.).

Video CDN is declining as a percentage of COGS share (CDN as a percentage of total IP video vendor revenues).

Cross-channel video adtech is increasing in share as the marketplace deploys more sophisticated IP video adtech systems. Video adtech vendor revenues are “net” or post any publisher payouts associated with inventory arbitrage or impressions under management by IP video ad networks or clearing platforms, or any other upfront guarantees (i.e. made by video adtech systems and networks).

Mobile video adtech is increasing in share as the marketplace deploys more sophisticated user tracking, audience analytics and predictive behavioral technologies/ audience profiling systems

Platform and processing market positions are maturing and declining slightly as a percent of COGS/OpEx share, though increasing as a percentage of total IP video publisher receipts through 2017.

Table of Contents

SECTION ONE: ECOSYSTEM ROI's

  • IP VIDEO PUBLISHER AND TECH VENDOR RECEIPTS AND COGS/OpEx MARGINAL PERFORMANCE METRICS: BOTTOM LINE OVERVIEW 2015 - 2017
    • Vendor business models and strategies are flexible and often structured against performance guarantees or flat rate pricing that supports consistently positive IP video publisher gross margins
    • IP video publishers operate lean business units that maintain solid margins (i.e. revenue minus COGS/OpEx associated with operations)
    • Marketplace inversion: IP Video COGS/OpEx to outpace monetization growth rates in the 2015 - 2017 timeframe
    • IP video publishers generate $2.13 in combined advertising and subscription revenue for each $1 in tech vendor billings at present, though declining through 2017
    • Marginal integrity forecast to be sustained through 2017, though at a declining rate as tech upgrades to video platforms and adtech systems/solutions deploy
    • IP video publisher margins at 53% in 2015, 46.8% in 2016
    • Where the money goes: IP video adtech and inventory clearing vendors have captured the largest share of video technology investments made since 2012
    • IP video solutions related revenue total $10.2 billion in 2015, including CDN, cross-channel video adtech, video processing/platforms and mobile video adtech
    • Monetization efforts layered on top of CDN are highly cost effective
    • Desktop and mobile IP video adtech solutions to produce $5 billion in 2015, $6.9 billion in net tech billings, while publishers capture $10.3 billion in ad spend
    • IP video platform growth to increase over the next several years; share of tech billings to increase to 13.2% in 2015, 15.7% by 2017
    • Mobile adtech is a high growth market segment, but remains the smallest component to total COGS through 2017

SECTION TWO: IP VIDEO PUBLISHERS

  • MAKING MONEY: IP VIDEO 2015
  • IP VIDEO ADVERTISING, SUBSCRIPTION, PAID CHANNELS AND SITE VENDORS 2003 - 2018: A $21.8 BILLION MARKETPLACE IN 2015 - 2016
  • IP VIDEO MARKETS EXHIBIT ADVERTISING AND SUBSCRIPTION SERVICES STRENGTH ACROSS THE GLOBE
    • TRENDING: IP video subscription and paid services have generated 50+% of annual marketplace revenue since 2012
    • BUSINESS OPERATIONS: The businesses providing the programming services in this marketplace are owned by large media companies, whether pure-play internet multinationals, or cross-platform multinationals
      • DIGITAL AUDIENCES WANT VIDEO: IP MOVIES AND TELEVISION AT $11.1 BILLION IN TOTAL 2015 RECEIPTS; $16.4 BILLION BY 2018
      • SUBSCRIPTION-BASED IP MOVIE AND TELEVISION REVENUES HAVE A 12-YEAR CAGR OF 84.8%
      • IP VIDEO ADVERTISING TO DELIVER $10.3 BILLION IN TOTAL 2015 BILLINGS
      • INTERNET PURE-PLAY PUBLISHERS, WEBSITE DESTINATIONS CAPTURE 56.1% OF IN-STREAM DIGITAL VIDEO AD SPEND
      • BROADCAST NETWORKS, CABLE CHANNELS ALLOCATE LINEAR AD LOADS AGAINST ON-DEMAND VIDEO
      • YOUTUBE DESKTOP, HULU, AOL, FACEBOOK, THE BROADCASTERS AND CABLE CHANNELS ARE IN-STREAM VIDEO ADVERTISING MARKET SHARE LEADERS
      • CBS, NBC, ABC, TURNER, ESPN AND DISCOVERY LEAD THE BROADCAST/CABLE CROSS-PLATFORM SEGMENT IN DIGITAL VIDEO ADVERTISING REVENUE
      • NYTIMES.COM, WSJ.COM, WASHINGTONPOST.COM AND TIME DIGITAL LEAD PRINT PUBLISHER SEGMENT WITH IN-STREAM VIDEO ADVERTISING
      • NDN IS THE LARGEST SYNDICATION PLATFORM DELIVERING IN-STREAM VIDEO AD SPEND
      • IP AUDIO / VIDEO SUBSCRIPTION AND DOWNLOAD SERVICES FORECAST TO REALIZE $22.6 BILLION IN 2015 GLOBAL SALES, INCLUDING MUSIC
        • Revenue shifts indicate the market's growing preference for rental options and pay-as-you-go services: IP media rentals outpacing user demand to own media outright
        • VENDOR AND MARKETPLACE TRENDS: This is a globally distributed marketplace approaching $31.7 billion in year-end receipts by 2018
        • VENDOR AND MARKETPLACE TRENDS: Music (subscription and download-to-own) and movies/TV generate the vast majority of paid audio/video services revenue
        • VENDOR AND RIGHTS ACQUISITION TRENDS: The migration of video libraries online is taking place, though at a moderate rate, incentivizing vendors such as Netflix and Amazon to invest in original programming or strike exclusive rights deals with studios to augment library depth and breadth
        • VENDOR BUSINESS MODEL TRENDS: Flat rate (i.e. single-digit), per-month pricing tiers to access video content (movies and television) online are an inducement to cord cutting (almost 1 million paying accounts have dropped cable and satellite packages in 2015); internet music programmers with pay business models reduced monthly fees by an average of 20% in 2015
      • MUSIC SERVICES (SUBSCRIPTION AND DOWNLOAD TO-OWN) FORECAST TO CAPTURE 49.4% OF GLOBAL VENDOR REVENUE IN ‘15
      • PRICING ELASTICITY OF DEMAND: FEES FALL 20.1% IN 2015, INTERNET MUSIC RADIO PROGRAMMER SUBS FORECAST TO INCREASE BY 57.2% IN 2015; 28% IN 2016
      • IP MUSIC RADIO SUBSCRIPTION LISTENING HOURS SLOW GO: FORECAST TO GROW BY 10.6% IN 2015; SINGLE-DIGITS THROUGH 2018
      • DOWNLOAD AND PAY-AS-YOU-GO MOVIE AND TELEVISION SERVICES SET TO LEAD THE MARKET IN GLOBAL SALES
      • GLOBAL MEDIA STORE AND SERVICE MOMENTUM 2003 - 2015: SUBSCRIPTION AND DOWNLOAD VENDOR SALES HAVE ADVANCED AT A 44.4% CAGR OVER THE PAST TWELVE YEARS
      • A TOTAL MARKET WORTH $22.6 BILLION BY YEAR-END 2015 INCLUDING MUSIC, AUDIO SPORTS PACKAGES

    SECTION THREE: IP VIDEO TECH VENDORS

    • IP VIDEO TECH 360 VALUE CHAIN 2015 - 2017: CDN, SOFTWARE, CROSS-CHANNEL ADTECH, TRANSCODING AND PROCESSING: MODULES TO WORKFLOW REVENUE ANALYSIS
      • IP Video Tech Ecosystem-wide double-digit growth projected through 2017
      • 2014 IP Video Tech Revenue Share Breakout: CDNs owned a 35.5% stake in the business
      • The global IP Video Tech ecosystem grew by 44.1% in 2014, including operations from AWS, iAd, Facebook, Twitter, Conversant and Google
      • The global IP Video Tech 360 Ecosystem grew by 42.5% in 2014; 33% forecast for 2015
      • The U.S. market was worth 54% of the global IP Video Tech market in 2014, forecast to ease slightly to 52% by 2017
    • CDNs 2015 - 2017: IP VIDEO 360: AUDIENCE MIGRATION TESTS NETWORK AVAILABILITY, SECURITY, QUALITY AND SCALE
      • Selling In: what the market is buying, and why: 2015
      • CDN business operations, market dynamics, technology and account acquisition trends 2015 - 2017
      • Account Acquisition, new entrants and competitive forces
      • Retail and transit bandwidth pricing indicators: 2015 - 2017
      • Video formats and adoption trends
      • International markets, competition and account wins
      • The macro market: CDN MRR as calculated as topline revenue divided by total accounts declined by .2% in 2014
      • MRR analyzed by individual CDN: Average MRR increased 12.3% in 2014 to $8,153
      • CDNs CAPEX investment balanced against account additions 2006 - 2017
      • The CDN sector grew by 36.9% in 2014, including AWS and international vendors with a U.S. presence
      • Media and Entertainment (audio/video-excluding games) contract value delivers 36.6% revenue share in 2014
    • IP VIDEO TECH 360 SOFTWARE SECTOR OVERVIEW: PLATFORMS, MODULES AND WORKFLOW: THE MARKET DEMANDS CUSTOMIZED SOLUTIONS AT COMMERCIALIZED PRICES
      • The Big Picture: Selling IP Video Tech 360 solutions across account verticals, transforming the video business across all channels and platforms
      • IP Video Tech 360: The viewing experience and status of video formats and media players
      • Must Have IP Video Tech: Transcoding and media processing demand seen across all content/publishing/distribution verticals
      • IP Video Tech 360: Legacy business models ported to all devices, at all times
      • IP Video Tech Recommendation engines: Measuring ROI
      • Financial Fundamentals: Products, services and solution suite expansion and sell-in strategy evolution provide the foundation for double-digit growth
      • Workflow vendors capture the majority of IP Video Tech Spend 2007 - 2017
      • IP Video Tech markets continue to consolidate, reorganize, expand geographically, ramp up R & D, hire additional staff, plus attract venture capital and generate M & A
      • CAGR by IP Video Tech vendor vertical through 2017
    • IP VIDEO TECH 360 VENDOR ALIGNMENT, CORE COMPETENCIES, PRODUCT DIFFERENTIATION, PRICING AND BUSINESS MODELS 2015 - 2017
      • IP Video Tech vendor segment solutions alignment and revenue analysis 2007 - 2017
      • IP video tech 360 platform, service and workflow vendors: Price, positioning, product and promotion 2015 - 2017
      • Enterprise-facing IP video tech solutions are steady performers: Product, price, position and promotion 2015 - 2017
      • Encoding/Transcoding/Processing and CRM: Products, price, positioning and promotion 2015 - 2017
      • IP Video Tech: Discovery, social engagement, search, navigation, recommendation tools and technology
      • IP Video Tech 360: Media Players and Solutions
    • IP VIDEO ADTECH: VENDORS ARE OPTIMIZING AGAINST AUDIENCES, SCREEN, DEVICE TO DRIVE IMPRESSION TRANSPARENCY AND MONETIZATION BEYOND THE LINEAR CLOCK
      • Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of IP Video
      • IP Video Adtech: A highly integrated ecosystem
      • The IP video adtech marketplace supports a wide array of impression formats and platform solutions
      • The IP adtech sector has experienced a significant amount of M & A activity and market consolidation; a trend expected to continue
      • IP VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014
      • The fluid state of video ad technology adoption: Make, buy, license or outsource
      • IP Video Adtech allocation of economic rents: Market position and revenue capture flow chart
      • Video spend economics and GRP economies: Screen depth creates more views, greater reach and in-stream inventory
      • Predictive analytics, combined with data-enhanced audience/impression analytics provide brand advertisers greater confidence, but the user experience remains uneven
      • IP video ad trafficking platforms engaged, and continue to engage with the highest level of spend over a 7-year period (2008 - 2014)
      • Automated trading: The state of programmatic IP video ad clearing 2015
      • Site serving is a large part of the IP video monetization marketplace, though 3rd party trafficking is increasing
      • IP Video CPMs: Pricing consistency prevails on a per unit basis, though campaign variability exists as the demand side angles for lower blended CPMs
      • Business operations and topline revenue recognition; Calculation of unduplicated IP video ad spend and post publisher payout “net” revenue
    • MAPPING MEDIA SPEND THROUGH THE MOBILE ADTECH ECOSYSTEM: HOW THE INDUSTRY ALLOCATES REVENUES AND PAYMENTS
    • BUSINESS MODEL VIABILITY: VENDOR VERTICAL ALIGNMENT, PARTICIPATION SHARE, SERVICES RENDERED AND GETTING PAID 2015 - 2017
      • Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017
    • PROFITING FROM VOLATILITY: THE MARKETPLACE IS FORECAST TO PAY $14 BILLION IN 2015 TOPLINE
    • HOW THE MOBILE ADTECH ECOSYSTEM CURRENTLY ALLOCATES REVENUE BY VENDOR CATEGORY THROUGH 2017
    • FACEBOOK AND TWITTER OWNED 61% OF TOTAL PLATFORM REVENUE IN 2014; INCREASING SHARE IN 2015
    • EXCLUDING FACEBOOK AND TWITTER, DSPs ARE FORECAST TO EARN 15.5% OF ECOSYSTEM REVENUE BY 2017
    • THE BUSINESS MODELS: PARTICIPATION PERCENTAGES FOR MOBILE ADTECH SOLUTIONS INCLUDE AD TRAFFICKING, IMPRESSION CLEARING, ANALYTICS, DATA, MEDIA REPRESENTATION REVENUE SHARE
      • Mobile adtech business models can be structured in multiple modes utilizing well-established billing norms
    • MOBILE ADTECH: BEYOND TALKING POINTS AND ECHO CHAMBER CHATTER, HERE'S HOW THE BUSINESS REALLY WORKS
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