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市場調查報告書

OTT影片服務的歐洲市場:預測與分析 (2014∼2019年)

OTT Video Services in Europe: Forecasts and Analysis 2014-2019

出版商 Analysys Mason 商品編碼 327438
出版日期 內容資訊 英文 49 Slides
商品交期: 最快1-2個工作天內
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OTT影片服務的歐洲市場:預測與分析 (2014∼2019年) OTT Video Services in Europe: Forecasts and Analysis 2014-2019
出版日期: 2015年03月25日 內容資訊: 英文 49 Slides
簡介

從TVOTT (over the top) 影片服務的點閱存取,在歐洲各國近幾年急速擴大著。特別,如果與收費電視業者OTT影片服務之間合作關係能構築,市場成長速度越發變得高(貴)吧。

本報告提供歐洲各國的OTT影片服務市場未來趨勢相關分析,除了估計外一次/二次OTT影片服務的用戶數·支出額·ASP (契約者每人平均支出額) 等,主要的推動市場要素,主要國家市場詳細趨勢,產業相關人員的建議的內容等彙整送。

目錄

  • 摘要整理
  • 建議
  • 各地區·主要國家市場預測
    • 歐洲OTT影片服務的契約數量增加預測
    • 歐洲的OTT影片服務市場上中東歐的佔有率,預測將從2014年的15%,上升到2019年的26%
    • 「脫離收費電視」(cord-nevers)的登場:西歐各國以OTT影片服務觀看收費影片的觀眾,2014年為0.9%,2019將達到年3.2%
    • 由TV收看OTT影片服務的設備中,1/5透過收費電視業者的STB
    • 電視台針對OTT影片線性播放支出的金額,預計中東歐今後將會擴大
    • 捷克:電視台CME支援透過Voyo收看OTT影片服務,結果提升了普及率
    • 捷克:智慧型電視從串流媒體裝置奪走收看OTT影片服務方法的地位
    • 捷克:SVoD服務約佔OTT影片支出額的3/4
    • 法國:具吸引力的價格之多合一服務·綁定套組為了防止用戶「停止收費電視」一次OTT影片服務的數量仍然不多
    • 法國:由電視收看OTT影片服務的設備裡,1/4透過業者STB
    • 法國:OTT影片服務的追加支出額中,SVoD服務的支出額預計達到3/4
    • 德國:通訊企業的合作,促進OTT影片服務的推出
    • 德國:用TV收看OTT影片使用的設備中,智慧型電視佔的比率停留在半數以下
    • 德國:OTT影片支出額中,SVoD所佔的比率預計2014年為44%,2019年將達到69%
    • 俄羅斯:由於反盜版法的實施(2013年),OTT影片服務預計今後將會成長
    • 俄羅斯:由TV收看OTT影片服務的設備中,業者STB和智慧型電視加起來達到3/4以上
    • 俄羅斯:免費增值·服務 (ivi,MEGOGO等)促使OTT影片服務的成長
    • 英國:由於與美國語言上文化上的相似性,英國OTT影片服務的普及率最高
    • 英國:由TV收看OTT影片服務的設備中,透過業者STB佔整體2/5
    • 英國:Sky的NOW TV等服務,關係到「web TV」OTT影片服務的支出額擴大,及線性廣播的普及
  • 方案:OTT影片服務對傳統收費電視帶來的影響
    • OTT影片服務對傳統收費電視帶來的影響,依各家業者公司策略而大大不同
    • 基本的方案:一次收費電視服務的支出額為11.5%,整體支出額增加11.1%
    • 「什麼都不做」是最壞的選擇:一次用戶數3.5%,支出額縮小6.3%
    • 業者如果採用了最低限度的對抗策略:可儘可能壓低OTT影片服務的觀眾流失,關係到支出額的緩慢擴大
    • 業者如果採用了積極的對抗策略:藉由架設自己負擔費用的OTT影片服務,來彌補傳統服務縮小的部分
  • 定義和範圍
    • OTT影片服務定義
    • 一次·二次OTT影片服務的預測範圍
  • 著者和Analysys 關於Mason
目錄

Access to OTT video services on the TV will be profoundly affected by the growing number of partnerships between pay-TV operators and providers of OTT video services.

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Paid-for over-the-top (OTT) video services on the TV are a rapidly growing part of the European video services market. This report analyses the key trends affecting the OTT video services market in Europe.


This report provides:

  • forecasts for the number of primary, secondary and total OTT video services (number of services also split by type of device), average spend per subscriber (ASPS) and total spend (also split by type of service)
  • an overview of the trends and drivers in the market
  • top-level overviews of the key countries in the region
  • recommendations for traditional pay-TV operators and providers of OTT video services.

Coverage

Geographical coverage

  • Regions modelled
    • Central and Eastern Europe1
    • Rest of Central and Eastern Europe
    • The Baltics2
    • Western Europe
    • Rest of Western Europe3

Countries modelled individually

  • Central and Eastern Europe: Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, Turkey and Ukraine
  • Western Europe: Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Portugal, Spain, Sweden and the UK

Major KPIs

Services Primary OTT video Secondary OTT video Total OTT video Household penetration Devices Operator set-top boxes (STBs) Smart TVs Connected DVD and Blu-ray players Media streamers Games consoles Spend Linear programming (web TV) Transactional video on demand (TVoD) Subscription video on demand (SVoD) Total Average per subscriber (ASPS)

Table of Contents

  • 6.Executive summary
  • 7.Operators are partnering with OTT providers so operator STBs will account for 20% of devices used to access OTT video services on the TV in 2019
  • 8.The increase in OTT video spend in Europe will be driven by the growing popularity of SVoD services
  • 9.We have developed several scenarios for pay-TV operator strategies in order to indicate the sensitivities of different factors in our forecast
  • 10.Recommendations
  • 11.Recommendations [1]
  • 12.Recommendations [2]
  • 13.Regional and key country forecasts
  • 14.The number of OTT video services in Europe will more than treble between 2014 and 2019
  • 15.Central and Eastern Europe will account for 26% of Europe's OTT video services in 2019, up from 15% in 2014
  • 16.'Cord-nevers' will boost Western European households relying on OTT video services for paid-for video content from 0.9% in 2014 to 3.2% in 2019
  • 17.Pay-TV operator STBs will account for a fifth of the devices used to access OTT video services on the TV in Europe in 2019
  • 18.Increased OTT video spend in Europe will be driven by the growing popularity of SVoD services
  • 19.Spend on linear programming delivered as OTT video by broadcasters will grow quickly in Central and Eastern Europe
  • 20.Czech Republic: Broadcaster CME has helped to drive the take-up of OTT video services through Voyo, resulting in high penetration
  • 21.Czech Republic: Smart TVs will displace media streamers as the main device used to access OTT video services on the TV by 2017
  • 22.Czech Republic: SVoD services will account for nearly three quarters of OTT video spend in 2019
  • 23.France: The number of primary OTT video services will be low because attractively priced multi-play bundles will limit cord-cutting
  • 24.France: We expect operator STBs to account for nearly a quarter of devices used to access OTT video services on the TV in 2019
  • 25.France: Increased spend on SVoD services will account for three quarters of the additional spend on OTT video services between 2014 and 2019
  • 26.Germany: Partnerships with telcos will drive the take-up of OTT video services
  • 27.Germany: Smart TVs will account for just under half of devices used to view OTT video on the TV in 2019
  • 28.Germany: We expect that SVoD services will account for 69% of OTT video spend in 2019, up from 44% in 2014
  • 29.Russia: OTT video services growth will be boosted by an anti-piracy law that was enacted in 2013
  • 30.Russia: Operator STBs and smart TVs will account for more than three quarters of devices used to access OTT video services on the TV in 2019
  • 31.Russia: Freemium services such as ivi and MEGOGO will drive increased spend on OTT video services
  • 32.UK: Penetration of OTT video services will be highest in the UK, partly because of its linguistic and cultural affinities with the USA
  • 33.UK: We expect that operator STBs will account for nearly two fifths of devices used to access OTT video on the TV in 2019
  • 34.UK: Services such as Sky's NOW TV will boost spend on 'web TV' OTT video services, which mirror linear programming
  • 35.Scenarios: The impact of OTT video services on traditional pay TV
  • 36.The impact of OTT video services on traditional pay-TV services can vary significantly in light of strategies adopted by operators
  • 37.Within our baseline scenario, we assume modest growth of 11.5% for primary pay-TV services and an 11.1% increase in spend over the period
  • 38.Doing nothing is the most costly option in our model, resulting in a 3.5% decrease in primary subscribers and a 6.3% decline in pay-TV spend
  • 39.The operator taking basic defensive measures can stop most defections to OTT video services and have modest growth in spend
  • 40.An operator with an aggressive strategy can potentially offset losses in its traditional pay-TV business by launching its own OTT video service
  • 41.Definitions and scope
  • 42.Our definition of OTT video services (to the TV)
  • 43.Our forecasts cover both primary and secondary OTT video services
  • 44.About the authors and Analysys Mason
  • 45.About the authors
  • 46.About Analysys Mason
  • 47.Research from Analysys Mason
  • 48.Consulting from Analysys Mason

List of figures

  • Figure 1: Summary of report coverage
  • Figure 2: Primary and secondary OTT video services, Europe, 2014 and 2019
  • Figure 3: OTT video services by device, Europe, 2014 and 2019
  • Figure 4: OTT video spend by service, Europe, 2014 and 2019
  • Figure 5: Impact of various scenarios for responding to OTT competition, comparing KPIs for year 'Launch -1' with year 'Launch +5'
  • Figure 6: Primary and secondary OTT video services, Europe, 2014-2019
  • Figure 7: Primary and secondary OTT video services, Central and Eastern Europe, 2014-2019
  • Figure 8: Primary and secondary OTT video services, Western Europe, 2014-2019
  • Figure 9: OTT video services by device, Europe, 2014-2019
  • Figure 10: OTT video spend by service, Europe, 2014-2019
  • Figure 11: OTT video spend by type of service, Central and Eastern Europe
  • Figure 12: OTT video spend by type of service, Western Europe
  • Figure 13: Primary and secondary OTT video services by device, Czech Republic, 2014-2019
  • Figure 14: OTT video services by device, Czech Republic, 2014-2019
  • Figure 15: OTT video spend by service, Czech Republic, 2014-2019
  • Figure 16: Primary and secondary OTT video services, France, 2014-2019
  • Figure 17: OTT video services by device, France, 2014-2019
  • Figure 18: OTT video spend by service, France, 2014-2019
  • Figure 19: Primary and secondary OTT video services, Germany, 2014-2019
  • Figure 20: OTT video services by device, Germany, 2014-2019
  • Figure 21: OTT video spend by service, Germany, 2014-2019
  • Figure 22: Primary and secondary OTT video services by device, Russia, 2014-2019
  • Figure 23: OTT video services by device, Russia, 2014-2019
  • Figure 24: OTT video spend by service, Russia, 2014-2019
  • Figure 25: Primary and secondary OTT video services by device, UK, 2014-2019
  • Figure 26: OTT video services by device, UK, 2014-2019
  • Figure 27: OTT video spend by service, UK, 2014-2019
  • Figure 28: Impact of various operator strategies on pay-TV spend, compared to 'baseline' scenario
  • Figure 29: Evolution of primary and multi-room pay-TV services in baseline scenario with no OTT video
  • Figure 30: Evolution of pay-TV and OTT video services in the 'do nothing' scenario
  • Figure 31: Evolution of pay-TV and OTT video services in the defensive scenario
  • Figure 32: Evolution of pay-TV and OTT video services in the aggressive scenario
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