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市場調查報告書

內容權利者轉至OTT:運動、電影、電視劇的案例

Rightholders Turn OTT: Sport - Cinema - TV Series

出版商 IDATE DigiWorld 商品編碼 299357
出版日期 內容資訊 英文 51 Pages
商品交期: 最快1-2個工作天內
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內容權利者轉至OTT:運動、電影、電視劇的案例 Rightholders Turn OTT: Sport - Cinema - TV Series
出版日期: 2014年04月14日 內容資訊: 英文 51 Pages
簡介

本報告提供加值內容(運動、電影、電視劇等)的權利者的新網際網路市場開拓策略相關分析、主要的權利者的OTT(over the top)發送策略的案例、及OTT策略的趨勢、推動因素、課題、內容的技術、規定、消費的模式、今後的內容OTT策略的可行性等調查資料、考察,並將結果概述為以下內容。

第1章 摘要整理

第2章 高級影音內容所有權的經濟性

  • 加值內容/服務
    • 加值內容
    • 加值服務
  • 加值內容權利市場參與企業
    • 電影、電視劇的權利者
    • 運動的權利者
  • 加值內容權利市場
    • 電視劇權利市場
    • 運動權利市場
    • 內容權利對電視台的收益的影響度

第3章 加值內容權利者追求的OTT策略

  • 運動同盟的OTT服務
    • NFL的OTT策略
    • NBA的OTT策略
    • 主要的專業足球同盟的OTT策略
    • ATP World Tour的OTT策略
    • 第三方、平台的利用:Livesport.tv的案例
  • 電視劇播放企業的OTT服務
    • 美國的電視工作室的OTT服務
    • 獨立系權利者的服務

第4章 「轉至全部以OTT發送(everything OTT)模式」可能實現嗎?

  • 權利者能增加收益的配額嗎?
  • 「全部以OTT發送」,可能作為加值內容的發送方法嗎?
  • OTT轉移解決方案的障礙
    • 對OTT轉移的技術性規定
    • 對OTT轉移的法規上的障礙:電影的銷售、發送法規(release windows)
    • 對OTT轉移的策略性威脅
    • 對於支出個別服務的消費者潛在阻力
  • 轉移至「電視+OTT」並用型發送

圖表一覽

目錄
Product Code: M14205IN1

This report spotlights premium content right holders' strategies to tap the new internet territories. It provides a benchmark of OTT services launched by major rightholders. The study also provides the analyses and conclusions on these OTT strategies in highlighting their drivers and hurdles: technology, regulation, consumption patterns. Finally, it addresses the question of viability of an exclusive OTT strategy for Sport, Cinema & TV series right holders.

Table of Contents

1. Executive Summary

2. The premium video content rights economy

  • 2.1. Premium content and services
    • 2.1.1. Premium content
    • 2.1.2. Premium services
  • 2.2. Players in the premium content rights market
    • 2.2.1. Movie and TV fiction rights holders
    • 2.2.2. Sports rights holders
  • 2.3. The premium content rights market
    • 2.3.1. The fiction rights market
    • 2.3.2. The sports rights market
    • 2.3.3. The impact of content rights in TV revenues

3. The OTT strategies pursued by premium content rights holders

  • 3.1. Sports leagues' OTT services
    • 3.1.1. The NFL's OTT strategy
    • 3.1.2. The NBA's OTT strategy
    • 3.1.3. The major professional football leagues' OTT strategies
    • 3.1.4. The ATP World Tour OTT strategy
    • 3.1.5. Using a third-party platform: the example of Livesport.tv
  • 3.2. OTT services for fiction catalogues
    • 3.2.1. OTT services from US studios
    • 3.2.2. Independent rights holders' services

4. Would transitioning to an ‘everything OTT’ model be viable?

  • 4.1. A better share of the value for rights holders?
  • 4.2. Is ‘everything OTT’ for premium content distribution viable?
  • 4.3. The barriers to an ‘everything OTT’ solution
    • 4.3.1. Technical limitations to OTT transitioning
    • 4.3.2. A regulatory obstacle to transitioning to ‘everything OTT’: release windows
    • 4.3.3. Strategic threats to transitioning to ‘everything OTT’
    • 4.3.4. Potential unwillingness of consumers to pay for individual offerings
  • 4.4. Migrating towards mixed TV + OTT distribution

Tables

  • Table 1: The top 10 audiences for movies shown on French TV in 2013 by release type and nationality
  • Table 2: The most followed sports in the United States and the United Kingdom in 2012
  • Table 3: The largest French TV audiences between 2003 and 2013
  • Table 4: Themes and pricing strategies of premium television services in the United States, France and United Kingdom
  • Table 5: Description of BSkyB's Now TV offerings
  • Table 6: Description of OTT video services provided by the NFL in markets where broadcast rights are part of an exclusive contract with one or more linear channels
  • Table 7: Description of OTT video services provided by the NFL in markets where broadcast rights are not part of an exclusive contract with one or more linear channels
  • Table 8: Description of OTT video services provided by the NBA in the United States and Canada
  • Table 9: Description of OTT video services provided by the NBA outside the United States and Canada
  • Table 10: Description of pricing plans offered by FilmoTV
  • Table 11: Average price for a 30-second spot and advertising revenue totals during the Super Bowl between 2004 and 2013
  • Table 12: The 5 most-watched sports on television in France in 2013

Figures

  • Figure 1: Premium content distribution value chain and breakdown of value by player according to distribution type
  • Figure 2: The television value chain in North America, 2012
  • Figure 3: Change in a movies unitary value over time
  • Figure 4: The top 50 TV audiences in France by genre in 2012 and 2013
  • Figure 5: Content offerings from TF1, M6 and Canal+ by genre in 2012 in terms of volume
  • Figure 6: Premium TV channel offerings in the United States, France and United Kingdom in 2013
  • Figure 7: Simplified chart of the major North American media groups in 2013
  • Figure 8: Revenues from theatrical releases in the United States by studio and type of studio, 2012
  • Figure 9: Number of French-made movies, number of active producers and number of movies by producer between 2009 and 2012
  • Figure 10: Revenues for US and UK movie studios according to distribution channel in 2012
  • Figure 11: Production cost of one hour of fiction for a premiere, by channel, France, 2012
  • Figure 12: Revenues from the global professional sports industry by source of revenue in 2012
  • Figure 13: Pay-TV distributor retransmission fees paid to channels by genre in the United States in 1995 and 2012
  • Figure 14: Pay-TV distributor retransmission fees by channel and by genre in the United States in 1995 and 2012
  • Figure 15: Broadcast rights fees for France's Ligue 1 & League 2 and the Premier League in the United Kingdom in 2000 and 2012
  • Figure 16: Distribution of TV end market value according to activity in North America in 2012
  • Figure 17: Illustration of the distribution strategies employed by premium content rights holders
  • Figure 18: OTT service positioning of the three major US leagues, the NFL, NBA and MLS, based on the popularity of the sport, the market and the distribution channel
  • Figure 19: OTT service positioning of the NFL based on the popularity of the sport, the market and the distribution channel
  • Figure 20: OTT service positioning of the NBA based on the popularity of the sport, the market and the distribution channel
  • Figure 21: OTT service positioning of the MLS based on the popularity of the sport, the market and the distribution channel
  • Figure 22: Description of access plans for TennisTV
  • Figure 23: List of channels available on the Livesport.tv platform
  • Figure 24: Revenue over time from French-initiative films released between 2004 and 2007
  • Figure 25: Those with rights to broadcast content belonging to the 6 major US studios as part of an on-demand service in the main European countries
  • Figure 26: Warner's VOD website in Germany
  • Figure 27: The Walt Disney Company content distribution according to network type (managed or open) and type of on-demand service
  • Figure 28: Hulu Plus subscriber growth, 2011-2013
  • Figure 29: The LionsgateVOD YouTube channel
  • Figure 30: MLB video revenues by revenue source and share of OTT revenues in total video revenues, United States
  • Figure 31: The premium content distribution value chain and breakdown of value by player according to distribution type
  • Figure 32: The top 6 sports leagues in terms of revenue in 2012
  • Figure 33: TV rights sales of the 5 major professional football leagues in 2013
  • Figure 34: Evaluation of the number of subscribers required to generate revenues equivalent to broadcast fees paid by Canal+
  • Figure 35: Penetration growth of fixed broadband internet access in homes in the United States and the major European markets, 2012-2017
  • Figure 36: Penetration growth of 4G access in homes among the populations of the United States and the major European markets, 2012-2017
  • Figure 37: Usage trends of MLB.tv subscribers by type of device between the 2011 and 2012 seasons
  • Figure 38: Penetration growth of smartphones and tablets in households in the United States and in the 5 main European countries (FR, GE, IT, SP, UK), 2012-2017
  • Figure 39: Penetration growth of connected TVs and connectable media boxes in households in the United States and in the 5 main European countries (FR, GE, IT, SP, UK), 2012-2017
  • Figure 40: Comparison of release windows for video content by channel in France and the United Kingdom
  • Figure 41: Distribution of video revenues by channel in the United States, the United Kingdom, France and Germany in 2013
  • Figure 42: Market share of the major EST players in the United States by type of content, 2012
  • Figure 43: Market share of the major players in rental video on demand in the United States, movies, 2012
  • Figure 44: Foothold of the major US video-on-demand services in Europe, 2013
  • Figure 45: OTT transition scenarios

Slideshow's contents

1. Contents

2. The premium video content rights economy

  • 2.1. Premium content and services
  • 2.2. Players in the premium content rights market
  • 2.3. The premium content rights market

3. The current OTT strategies of premium content rights holders

  • 3.1. Sports leagues ‘OTT services
  • 3.2. OTT services for fiction catalogues

4. Would transitioning to an ‘everything OTT’ model be viable?

  • 4.1. A better share of the value for rights holders?
  • 4.2. Is ‘everything OTT’ for premium content distribution viable?
  • 4.3. The barriers to an ‘everything OTT’ solution
  • 4.4. Migrating towards mixed TV + OTT distribution
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