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市場調查報告書
2004年西歐與美國數位電視市場情況
Digital TV markets 2004: development of the Western European and US markets to 2008
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本報告已在2011年07月19日停止出版。
2003年的數位電視市場成長雖然並未如01、02年所預期般多，但由於衛星播送以及地上波播送相繼加入營運，收視戶還是增加了不少。
擅於多領域市調分析的英國專業市調公司Datamonitor Corporation（總公司：倫敦），調查分析了2004西歐與美國數位電視市場相關狀"）。
該報告書介紹世界數位電視市場概要、各國（澳、比、法、德、義、荷、西、葡、瑞、英、美、北歐）數位電視市場動態，並且對市場的未來做出預測。內容綱要摘記如下：
第 1 章 摘要
第 2 章 序言
第 3 章 市場概要
- 未來的市場擴張
- 市場發展比較（歐洲 vs 美國）
- 數位有線電視
- 數位衛星電視
- 最近的企業合併，已暗示規模之重要性
- 美國仍為最大的市場
- 地上波數位電視
- 引進地上波數位電視得到的教訓
- Freeview的成功如何重現到其他市場上
- 全新的數位電視平台： IPTV
- 問題不少
- 不透明的商業模式與高成本
- 市場負荷的了4種數位電視技術嗎？
第 4 章 各國市場的競爭動態
- 澳洲：衛星支配市場
- 比利時：收費電視牽動數位拓展
- 法國：地上波引進過遲導致市場成長停滯
- 德國：市場成長倚靠有線與FTA衛星
- 義大利：地上波至2007年將成平台主流
- 荷蘭：數位有線長期支配市場
- 斯堪地那維亞：有線、地上波帶動數位電視普及
- 葡萄牙：地上波引進過遲導致市場成長停滯
- 西班牙：衛星支配市場
- 英國：Freeview成功帶動市場發展
- 瑞士：有線開發依然牛步
- 美國：有線與衛星激烈競爭
第 5 章 附錄
Overview
Introduction
Following disappointing levels of development in 2001 and 2002, the European and US digital TV markets exhibited renewed subscriber growth in 2003. The continuing growth of digital satellite services, coupled with the success of DTT in the UK, Finland and Sweden in particular, have provided a welcome boost to the sector.
Scope
- Analyzes the key issues and trends determining the development of digital TV in Europe, discussing how these vary by broadcast platform and by country
- Provides an individual analysis of the status and prospects for digital TV across Western European and the US
- Countries covered include: Austria, Belgium, France, Germany, Italy, the Netherlands, the Nordics, Portugal, Spain, Switzerland the UK and the US
Report Highlights
Datamonitor forecasts that the European digital TV market will grow from 31 million households at the end of 2003 to 89 million households at the end of 2007, with most growth coming from digital cable and terrestrial services
The European market will exhibit strong growth over the next few years, growing over three-fold over by the end of 2008. With the US market growing by only 36% during this period, Datamonitor expects Europe to take leadership in the digital TV sector
The UK will retain its position as the most developed digital TV market in Europe, with continuing growth of Sky's satellite platform and the success of Freeview combining to boost digital penetration to 82% by the end of 2008
Reasons to Purchase
- Provides an update on digital development progress and future plans by platform on a country-by-country basis, with forecasts from 2003-2008
- Charts progress in the Western European and US digital TV markets
- Examines different platforms and the nature of competitive environments in each of the country markets covered
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- Market development comparison
- Platform overview: cable, satellite, DTT and IPTV
- Competitive dynamics
CHAPTER 2 INTRODUCTION
- What is this report about?
- How to use this report
CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- Strong growth ahead
- Market development comparison
- Europe will surpass the US by the end of 2006
- Digital cable overview
- Consolidation in Europe and the US
- Focusing on broadband services
- US market to remain large, but poorly penetrated
- Digital satellite overview
- Recent mergers highlight importance of scale
- US to remain the largest market
- Digital terrestrial overview
- DTT gaining traction in certain markets
- Learning the lessons of DTT launches
- The success of Freeview
- Exporting Freeview's success to other markets
- IPTV: The emergence of a fourth platform for digital TV?
- A platform that faces significant challenges
- Business model uncertainty and high costs hinder IPTV rollout
- Can the market support four digital TV technologies?
CHAPTER 4 COMPETITIVE DYNAMICS
- Introduction
- Key findings
- Austria: digital satellite to dominate a slowly growing market
- Cable: limited growth due to slow migration of basic subscribers
- Satellite: the primary TV platform in Austria
- DTT: trials test MHP interactivity and return path options
- Fewer than half of Austrian households digital by 2008
- Belgium: digital development driven by the pay-TV sector
- Digital and pay-TV services available through Canal+
- Flanders: Telenet dominates
- Wallonia: fragmented market hinders digital deployment
- DTT: few signs of life
- Differentiating basic digital cable services key to growth
- France: continued delays to DTT rollout hinder digital growth
- Cable: slow growth of digital in 2003
- Satellite: strong competition between Canal Satellite and TPS
- DTT: still uncertainties given delayed launch
- IPTV: France sees a flurry of DSL TV activity
- Delayed DTT launch and slowing satellite growth restrict DTV
- Germany: growth dependent on basic cable and FTA satellite
- Premiere dominates the market with almost 3 million subscribers
- Cable: consolidation holds the key to growth
- Satellite: development of FTA sector crucial to growth
- DTT: a successful start to regional rollout
- Europe's largest digital TV market by the end of 2008
- Italy: DTT to be the largest digital platform by 2007
- Cable and fixed-line TV services
- Satellite: positive impact felt following merger in Italy
- DTT: 2004 launch provides optimism
- DTT will become the largest digital platform by the end of 2007
- The Netherlands: digital cable to dominate in the long term
- Cable: Essent Kabelcom seeks to lure basic subscribers to digital
- Satellite: Canal Digitaal Satellite passes the 500,000 mark
- DTT: Digitenne gets off to a slow start
- DTV growth dependent on uptake of basic digital cable services
- The Nordics: cable and DTT set to drive digital penetration
- Satellite: Canal Digital / Viasat duopoly
- DTT: strong progress in Finland and Sweden
- Cable: broad basic packages restrict digital growth
- Denmark: cable to become the largest platform by 2007
- Finland: DTT continues to dominate
- Norway: digital cable set for strong growth
- Sweden: cable to be the largest digital platform by 2006
- Portugal: delayed DTT deployment restricts growth
- Cable: limited uptake of digital services to date
- Satellite: minimal growth expected
- DTT: further delays hinder switch-off plans
- DTT to become the leading digital platform
- Spain: satellite to dominate despite strong DTT growth
- Cable: digital set to grow, while consolidation continues
- Satellite: renewed optimism following merger
- DTT: market in a state of limbo
- IPTV: Telefónica's TV over ADSL service nearing launch
- Satellite dominance to continue
- Switzerland: continued slow development of digital cable
- Cable: Cablecom dominates
- DTT: focus on areas not covered by cable networks
- DTT and satellite to remain niche in a cable-dominated market
- The UK: success of Freeview maintains the momentum
- Cable: limited digital growth in 2003
- Satellite: Sky experiences slowing growth but increasing ARPU
- DTT: success of Freeview continues
- Freeview growth drives digital penetration to 82% by 2008
- The US: close competition between cable and satellite
- Strong digital mandate
- High definition television (HDTV): the new frontier
- PVRs: no longer a satellite-only proposition
- Video-on-Demand: more successful as a subscription service
- Cable: consolidation set to continue
- Satellite: more cooperation between operators possible
- DTT: limited opportunities
- Over half of US households digital by the end of 2008
- Conclusion
CHAPTER 5 APPENDIX
- Definitions
- Research methodology
- Future readings
- 2003 reports
- 2004 reports
- SPP writing team
- How to contact experts in your industry
List of Tables
- Table 1: European digital TV uptake to 2008
- Table 2: Market development comparison, 2003-2008
- Table 3: Digital TV uptake comparison: Europe vs US
- Table 4: European digital cable overview
- Table 5: European digital satellite overview
- Table 6: European digital terrestrial overview
- Table 7: Austrian digital TV uptake to 2008
- Table 8: Belgian digital TV uptake to 2008
- Table 9: French digital TV uptake to 2008
- Table 10: German digital TV uptake to 2008
- Table 11: Italian digital TV uptake to 2008
- Table 12: Dutch digital TV uptake to 2008
- Table 13: Danish digital TV uptake to 2008
- Table 14: Finnish digital TV uptake to 2008
- Table 15: Norwegian digital TV uptake to 2008
- Table 16: Swedish digital TV uptake to 2008
- Table 17: Portuguese digital TV uptake to 2008
- Table 18: Spanish digital TV uptake to 2008
- Table 19: Swiss digital TV uptake to 2008
- Table 20: UK digital TV uptake to 2008
- Table 21: US digital TV uptake to 2008
List of Figures
- Figure 1: European digital TV uptake to 2008
- Figure 2: Market development comparison, 2003-2008
- Figure 3: European digital TV uptake to 2008
- Figure 4: Market development comparison, 2003-2008
- Figure 5: Digital TV uptake comparison: Europe vs US
- Figure 6: Austrian digital TV uptake to 2008
- Figure 7: Belgian digital TV uptake to 2008
- Figure 8: French digital TV uptake to 2008
- Figure 9: German digital TV uptake to 2008
- Figure 10: Italian digital TV uptake to 2008
- Figure 11: Dutch digital TV uptake to 2008
- Figure 12: Danish digital TV uptake to 2008
- Figure 13: Finnish digital TV uptake to 2008
- Figure 14: Norwegian digital TV uptake to 2008
- Figure 15: Swedish digital TV uptake to 2008
- Figure 16: Portuguese digital TV uptake to 2008
- Figure 17: Spanish digital TV uptake to 2008
- Figure 18: Swiss digital TV uptake to 2008
- Figure 19: UK digital TV uptake to 2008
- Figure 20: US digital TV uptake to 2008
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