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市場調查報告書

TV及新視訊服務:美國的教訓

TV and New Video Services: Lessons From The US

出版商 IDATE DigiWorld 商品編碼 311025
出版日期 內容資訊 英文 30 Pages
商品交期: 最快1-2個工作天內
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TV及新視訊服務:美國的教訓 TV and New Video Services: Lessons From The US
出版日期: 2014年08月18日 內容資訊: 英文 30 Pages
簡介

本報告提供特別是年輕世代觀眾的視聽習慣的變化和對視訊市場的影響相關調查、OTT服務的迅速發展和對用戶態度、視訊產業上企業策略的影響、各種市場企業為了吸引新用戶、防止潛在損失而利用的策略等分析。

第1章 摘要整理

第2章 新習慣

  • 視聽習慣正在改變
  • 家庭套餐太舊?
  • 於TV使用OTT服務
  • DTT成為停掉有線電視服務的解決方案

第3章 OTT:完全不同的情況

  • OTT刺激了技術性創新嗎?
  • 傳遞內容的新方法
  • 原始內容的優勢,再次考慮發行窗口

第4章 主要美國企業的新策略

  • 通訊、TV產業上集中的加速
  • ISP和內容提供商間的協定
  • 網站vs. TV:新的競爭情形
  • 對雲端領域流通的大幅投資

圖表清單

目錄
Product Code: M14205IN2

This report takes a look at changes in consumer habits, especially those of the youngest generations of viewers, and their impact on the video market.

It examines the rapid progress made by OTT offers and how they affect user behaviour and video industry players' strategies.

It also explores some of the strategies the various market players are using to attract new subscribers and stem potential losses.

Table of Contents

1. Executive Summary

2. New habits

  • 2.1. Viewing habits are changing
    • 2.1.1. More viewers watching more screens
    • 2.1.2. More and more time-shifted viewing
    • 2.1.3. Binge watching on the rise
    • 2.1.4. Channel bundles an outmoded model for younger viewers
  • 2.2. Are family plans too old school?
    • 2.2.1. Viewing an increasingly individual pastime
    • 2.2.2. TV Everywhere vs. account sharing
  • 2.3. Accessing OTT services on the TV
    • 2.3.1. Why native connected TV has failed
    • 2.3.2. An opportunity for dedicated OTT devices
  • 2.4. DTT emerging as a cord-cutting solution
    • 2.4.1. Record high cable prices
    • 2.4.2. Pay OTT to top up free DTT
    • 2.4.3. Case study: Aereo
    • 2.4.4. Case study: Mohu

3. OTT: a whole new ballgame

  • 3.1. Is OTT fuelling technological innovation?
    • 3.1.1. Recommendation engines at the heart of the user experience
    • 3.1.2. Introduction of 4K
  • 3.2. New ways to deliver content
    • 3.2.1. Case study: WWE Network
    • 3.2.2. Virtual MVPD: a new era in video distribution
  • 3.3. The supremacy of original content, and the rethinking of release windows
    • 3.3.1. Increase in original programmes on OTT services
    • 3.3.2. AMC's content strategies
    • 3.3.3. ABC's about-face
    • 3.3.4. Conflicts over the availability of currently airing seasons

4. Top American players' new strategies

  • 4.1. Accelerated concentration in the telecoms and TV industries
    • 4.1.1. Growing weight of OTT services
    • 4.1.2. Comcast takeover of Time Warner Cable
    • 4.1.3. AT&T's planned acquisition of DirecTV
  • 4.2. Agreements between ISPs and content providers
    • 4.2.1. ISP shaming: a new way to pressure access providers
    • 4.2.2. Recent agreements between Netflix and ISPs
  • 4.3. The Web versus TV: a new competitive landscape
    • 4.3.1. Ongoing development of Web services
    • 4.3.2. Pay-TV value of certain channels has dropped
    • 4.3.3. HBO and OTT: it's complicated
  • 4.4. Major investments in cloudified distribution

Tables

  • Table 1: The different Netflix streaming plans
  • Table 2: Selection of original series available on Amazon, Netflix and Hulu
  • Table 3: Free and paid peering agreements in the United States

Figures

  • Figure 1: Growth of weekly multi-screen viewing time
  • Figure 2: Growth of time-shifted viewing in the United States
  • Figure 3: Growth of time-shifted viewing of a TV series on the FX channel
  • Figure 4: Percentage of Internet users that have already watched programmes on their own schedule (i.e. time-shifted) and those who have binge watched a show, in the United States, in 2013
  • Figure 5: US binge watchers' preferred devices in 2013
  • Figure 6: Growth of binge viewing among binge watchers in the United States, between 2012 and 2013
  • Figure 7: Netflix automatic post-play function
  • Figure 8: Growth of the number of channels received and watched by TV households in the United States, 2008-2013
  • Figure 9: Example of a VoD service's personal profile feature
  • Figure 11: Roku and Google streaming sticks
  • Figure 12: Chromecast user interface
  • Figure 13: Growth in the price of a monthly cable plan in the United States, pegged to inflation, 2000-2012
  • Figure 14: Change in the breakdown of TV households in the United States by reception network used, 2009-2018
  • Figure 15: How much can cord cutters/shavers save? US, in 2013
  • Figure 16: Size of the Aereo micro antenna
  • Figure 17: Aereo plans
  • Figure 18: Mohu indoor and outdoor antennas
  • Figure 19: Mohu Channels set-up
  • Figure 20: Mohu Channels personal EPG
  • Figure 21: Services available on Mohu Channels
  • Figure 22: Comcast X2 live content recommendation engine
  • Figure 23: Content available on the WWE OTT service in the United States
  • Figure 24: Potential financial scenarios and cannibalisation of WWE revenue, according to WWE Network subscriber numbers in the United States
  • Figure 26: AMC Networks' advertising and distribution revenue
  • Figure 27: Growth of fixed high-speed Internet and LTE penetration in the United States, 2012-2018
  • Figure 28: Percentage of broadband households that subscribe to Netflix, Hulu and Amazon OTT services, 2012-2014
  • Figure 29: Quarterly subscriber growth of Comcast and TWC pay-TV services, and expected base after their merger and divestment of 3.9 million subscribers
  • Figure 30 : Google's Video Quality Report
  • Figure 31 : Netflix ISP speed index
  • Figure 32: Example of a Netflix message to Verizon customers
  • Figure 34: Mobile devices in use in the United States
  • Figure 35: Growth of videos shown by cable TV music channels the United States
  • Figure 36: Internet user campaign for the launch of a standalone HBO OTT service
  • Figure 37: Growth of HBO and SVOD subscribers in the United States, 2011-2014
  • Figure 38: Quarterly pay-TV subscriber growth in the United States, 2010-2014
  • Figure 39: TiVo's migration to the cloud

Companies covered in the report

  • Aereo
  • Amazon
  • Comcast
  • HBO
  • Hulu
  • Mohu
  • Netflix
  • WWE Network

Slideshow contents

New habits

  • New screens and time-shifted viewing becoming firmly entrenched
  • OTT: driving new habits and new devices
  • DTT emerging as a credible cord-cutting solution

OTT: a whole new ballgame

  • Virtual MPVD: a new era in video distribution
  • Original and exclusive content is king

Top American players' new strategies

  • Accelerated concentration in the telecoms and TV industries
  • Massive online traffic forcing content providers to negotiate
  • Cloudified distribution: vital in the TV Everywhere era
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