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市場調查報告書

運動節目 - TV vs OTT:播放·提供運動節目的新經營模式

Sport Content - TV vs. OTT: New Business Models for Sport Content Delivery

出版商 IDATE DigiWorld 商品編碼 367315
出版日期 內容資訊 英文 85 Pages
商品交期: 最快1-2個工作天內
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運動節目 - TV vs OTT:播放·提供運動節目的新經營模式 Sport Content - TV vs. OTT: New Business Models for Sport Content Delivery
出版日期: 2016年08月19日 內容資訊: 英文 85 Pages
簡介

本報告提供運動節目的播放·提供新趨勢相關調查,提供您運動產業上TV廣播之作用重要性,運動節目銷售方面各種比賽聯盟的策略,OTT,網際網路經營者及通訊業者播放·提供的最新趨勢與電視台的對策,並彙整運動實況轉播的技術性·經濟課題與電視台及OTT的補充性分析等資料。

第1章 摘要整理

  • 運動與TV:紮根的互利關係
  • OTT的誕生:是否會成為對聯盟和俱樂部而言的機會·電視台的威脅?
  • 廣播和OTT必要的互補性

第2章 調查手法

第3章 運動播放權銷售:最新趨勢

  • 運動播放權銷售
    • 運動播放權的所有者
    • 運動播放權市場
  • 運動:實況TV的最後堡壘?
  • 主要運動經濟學上TV的比重
    • 職業體育收益上TV的貢獻度:項目和國家不同差異也大
    • 運動播放權的價格上升
    • 由於媒體環境的擴張,播放權也高度通脹化
  • 對TV而言運動的重要性
    • 獲得觀眾方面的運動
    • 為了得到廣告收益方面的運動
    • 收費電視套裝上運動頻道的比重
    • 電視台節目結構的支出上運動的比重

第4章 運動節目:新的金礦

  • 運動同盟:OTT的卓越性超越TV廣播
    • TV播放權價格驟漲
  • 美國的各種運動聯盟:OTT播映的最尖端
    • 其他運動同盟
    • 在專用第三方平台的播映
  • 在OTT服務的全球規模的特別加值內容的摸索
    • 運動節目傳送的鷹架建立的網際網路大的嘗試
    • 實況影音串流應用的威脅
  • 通訊業者利用運動作為加入用戶的附贈品
    • BT
    • Proximus
    • Telefonica
    • Altice/SFR
    • Deutsche Telekom·Orange
  • 電視台的對策
    • 新的FTA·低成本收費電視頻道:為宣傳自家公司利用運動等

第5章 廣播 vs OTT:那個選項

  • 網際網路可輔助其擴大曝光率到何種程度?
    • OTT和實況廣播的補充性
    • 擴大聯盟·俱樂部·運動員有效半徑的社群媒體網站
    • 競食(同業競爭)的危險性
  • 播放運動活動的一大技術課題
    • 越發高品質的內容
    • 網路上的技術性限制
    • 經濟上的限制
  • 補充的網路與新的策略
    • 彼此互補,強化的網路屬性
    • 創造高密度的生態系統的利基

圖表

經營者清單

  • ATP World Tour
  • Basketball Pro A
  • Bundesliga Football
  • Euroleague basketball
  • FIFA
  • Formula 1
  • IOC
  • Jupiler Pro League
  • Liga Football
  • Ligue 1 de football
  • MLB
  • MLS
  • NBA
  • NCAA Basketball
  • NCAA Football
  • NFL
  • NHL
  • PGA Tour
  • Premier League football
  • Rugby Top 14
  • Serie A Football
  • UEFA
  • UFC
  • Volleyball League A
  • Altice/SFR
  • ARD-ZDF
  • BBC
  • BeIN Sport
  • BT
  • Cable One
  • Cablevision
  • Canal+
  • CBS
  • Comcast
  • Deutsche Telekom
  • DirecTV
  • Discovery/Eurosport
  • Equipe 21
  • ESPN
  • France TV
  • M6
  • Mediacom
  • Mediaset Espana
  • NBC
  • NHK
  • Orange
  • Proximus
  • RCN
  • Sky Deutschland
  • Sky UK
  • Telefonica
  • TF1
  • Time Warner Cable
  • Verizon
  • WOW
  • Amazon
  • Coliseum Sports Media
  • Facebook
  • Facebook Live Video
  • Livesport
  • Meerkat
  • Netflix
  • Perform Group/DAZN
  • Periscope
  • Twitter
  • Vine
  • Yahoo!
  • YouTube
目錄
Product Code: M16255IN2

While the latest negotiations for the TV rights to major sports resulted in record prices, and the Euro 2016 football and summer Olympic Games have delivered very strong ratings, this report takes a look at sport content on television , and the Internet's growing weight in providing exposure for sports.

It explores the role that sport plays on television , and the role that television plays in financing sport leagues , as well as the opportunities being opened up by OTT . It takes a look at recent upheavals in the sector, the increased competition created by new sport channels, and the involvement of new players from the telecom and Internet universes.

The report details the strategies that leagues are adopting with respect to the distribution of their content, via broadcasting and OTT, and by Internet companies and telcos. It also examines how broadcasters are reacting to these new real and potential threats.

Lastly, it explores the technical and economic challenges that those providing live premium sport content are having to grapple with, and pinpoints several ways in which broadcasting and OTT can be used to complement one another, and the avenues open to the different types of stakeholder.

Table of Contents

1. Executive Summary

  • 1.1. Sport and television: a well-entrenched, mutually beneficial relationship
  • 1.2. The advent of OTT: opportunity for leagues and clubs, threat to channels?
  • 1.3. A necessary complementarity between broadcasting and OTT

2. Methodology

3. Distribution of sports rights: state of the art

  • 3.1. How the sale of sports rights is organised
    • 3.1.1. Sport rights owners
    • 3.1.2. The sports rights market
  • 3.2. Sport: live TV's last bastion?
  • 3.3. Television's weight in the economics of major sports
    • 3.3.1. Sizeable disparities in TV's contribution to professional sport's revenue, depending on the discipline and the country
    • 3.3.2. Rising price of sports rights
    • 3.3.3. High inflation of rights due to an expanding media landscape
  • 3.4. How important is sport to television?
    • 3.4.1. Sport as audience builder
    • 3.4.2. Sport as a magnet for ad revenue
    • 3.4.3. Sport channels' weight in pay-TV packages
    • 3.4.4. Sports' weight in channels' spending on programming

4. Sport content: the new goldmine

  • 4.1. Sport leagues: growing prominence of OTT alongside TV broadcasting which is more lucrative than ever
    • 4.1.1. Swift rise in the price of TV rights
  • 4.2. American leagues: the most advanced in OTT distribution
    • 4.2.1. Other sport leagues
    • 4.2.2. Distribution on specialised third-party platforms
  • 4.3. OTT services in search of exclusive premium content on a global scale
    • 4.3.1. Internet giants' attempt to gain a foothold in distributing sport content
    • 4.3.2. The threat of live video streaming apps
  • 4.4. Sport used by telcos as an incentive to subscribe
    • 4.4.1. BT: a latecomer with an ambitious strategy
    • 4.4.2. Proximus: a record investment, concentrated largely on football
    • 4.4.3. Telefónica: an active pre-IPTV television policy that includes sport
    • 4.4.4. Altice/SFR: working to become the number one content provider in France
    • 4.4.5. Deutsche Telekom and Orange: two pioneers in the realm of sport that have scaled back their ambitions
  • 4.5. How are TV channels reacting?
    • 4.5.1. Premium channels: upping their bids to keep up with the competition
    • 4.5.2. Veteran general-interest channels: focusing on a few flagship events
    • 4.5.3. New FTA and low-cost pay-TV channels: using sport to make a name for themselves

5. Broadcast vs. OTT: what are the options?

  • 5.1. How the Internet can help increase exposure
    • 5.1.1. Complementarity between OTT and live broadcasting
    • 5.1.2. Social media sites to expand the reach of the leagues, the clubs and the athletes
    • 5.1.3. Is there a danger of cannibalisation?
  • 5.2. Sizeable technical challenges for broadcasting sporting events
    • 5.2.1. Increasingly high quality content...
    • 5.2.2. ... coming up against technical constraints on the networks
    • 5.2.3. Economic constraints
  • 5.3. Complementary networks and new strategies to devise
    • 5.3.1. Network properties that complete and reinforce one another
    • 5.3.2. Carving out a niche in a heavily populated ecosystem

Report's tables and figures

Figures

  • Figure 1: Comparison of how major sporting leagues exploit their broadcasting rights, directly and through intermediaries
  • Figure 2: Change in the breakdown of revenue generated by professional sport in the United States between 2010 and 2019
  • Figure 3: Breakdown of the revenue earned by the main national football leagues in Europe for the 2013-2014 season
  • Figure 4: Evolution of the price paid for the rights to Ligue 1 and Ligue 2 football in France since 1984
  • Figure 5: Evolution of the price paid for Premier League TV rights in the UK since 1992
  • Figure 6: Evolution of the price paid for Bundesliga TV rights in Germany since 1970
  • Figure 7: Evolution of the number of hours of sport programmes on terrestrial TV in France
  • Figure 8: Evolution of new DTT channels' share of sport broadcasts in France
  • Figure 9: Evolution of the most commonly broadcast sports on French TV between 2010 and 2015
  • Figure 10: Average cost of a channel in a pay-TV package in 2014, by type of channel
  • Figure 11: Amount the main sport channels pay the leagues for sports rights per year
  • Figure 12: Percentage of their budget that the top broadcasters in the UK spent on sport in 2014
  • Figure 13: Change in the top British broadcasters' spending on programming between 2010 and 2014
  • Figure 14: Domestic cost of the main TV sports rights, and their increase over time
  • Figure 15: Current amount paid annually for the TV rights to football (national premiere league) in the main European countries, and increase compared to previous contracts
  • Figure 16: Amount paid for the TV rights to the main team sports in France, and increase compared to previous contracts
  • Figure 17: The four most popular OTT sport services in the United States
  • Figure 18: Breakdown of revenue earned by the top European football leagues (2013-2014 season)
  • Figure 19: Sports channels available on Livesport.tv
  • Figure 20: NBC Sports on Yahoo!
  • Figure 21: The Facebook Sports Stadium interface
  • Figure 22: Amount Facebook has paid companies and personalities for Live Video content
  • Figure 23: The Proximus 11 app
  • Figure 24: Growth of Telefónica pay-TV subscribers
  • Figure 25: Growth of subscribers to Numericable-SFR fixed access products (ADSL, FTTB and FTTH) in France
  • Figure 26: The multi-court feature for the French Open 2015 on francetvsport.fr
  • Figure 27: The multicam option for the 2015 Tour de France on francetvsport.fr
  • Figure 28: Top 10 sport clubs in the world in terms of popularity (measured in million Facebook fans)
  • Figure 29: Event and club hashtags and emoticons
  • Figure 30: Sample tweet with emoticon
  • Figure 31: Twitter page dedicated to Wimbledon
  • Figure 32: Cristiano Ronaldo on social media
  • Figure 33: A French broadcaster's live Twitter feed of the Germany-Italy Euro 2016 quarter final, including video
  • Figure 34: Example of a Facebook page used as an indexing site, with links to streaming site
  • Figure 35: Screenshot of a live Periscope from an audience member
  • Figure 36: Announcement of the 2020 Olympic Games broadcast in 8K
  • Figure 37: xDSL performances
  • Figure 38: How a unicasting system works
  • Figure 39: How a CDN works
  • Figure 40: Comparison of how major sporting leagues exploit their broadcasting rights, directly and through intermediaries

Tables

  • Table 1: Top 10 most watched sport events in the United States in 2015, by annual viewership for each sport
  • Table 2: Highest rated sport events on French TV between 2004 and 2015
  • Table 3: Highest ratings for French TV channels airing sporting events since 2000 (highest rating for each channel)
  • Table 4: Highest ratings on German television
  • Table 5: National TV ad spending generated by the top American sports leagues, outside the regulation season
  • Table 6: Comparison of the average price of a 30-second TV spot during major sporting events in the United States
  • Table 7: Sport channels' estimated subscription revenue in the United States in 2016
  • Table 8: Amount TV networks pay the leagues for broadcasting rights, and contract expiry dates in the United States
  • Table 9: The NFL's OTT-only service for American fans
  • Table 10: The NFL's OTT services tied to TV channels
  • Table 11: NFL OTT services distributed exclusively by DirecTV
  • Table 12: The NFL's international OTT service
  • Table 13: NBA OTT plans in the United States
  • Table 14: NBA international OTT plans
  • Table 15: MLB OTT services
  • Table 16: MLB audio and mobile services
  • Table 17: NHL OTT services
  • Table 18: The MLS OTT service
  • Table 19: PGA Tour OTT service
  • Table 20: UFC OTT services
  • Table 21: ATP OTT service
  • Table 22: The Euroleague Basketball OTT service
  • Table 23: Football rights held by BT Sports
  • Table 24: Sports rights held by SFR Media for its SFR Sports channels
  • Table 25: Content available on ESPN Player in Europe
  • Table 26: Football rights held by Sky in the UK and in Ireland
  • Table 27: Rights shared between Sky and BT for other sports
  • Table 28: Main features of the Sky Sports OTT offering
  • Table 29: Sport broadcasting rights lost and held by Canal+
  • Table 30: Main features of MyCANAL
  • Table 31: Audience figures for sporting events on French DTT channels
  • Table 32: Comparison of the features of the main social media video streaming apps
  • Table 33: Current national status compared to DAE objectives, June 2015
  • Table 34: Public policies for superfast broadband in Europe
  • Table 35: Comparison of how top media companies are positioned in sport content

List of players

  • ATP World Tour
  • Basketball Pro A
  • Bundesliga Football
  • Euroleague basketball
  • FIFA
  • Formula 1
  • IOC
  • Jupiler Pro League
  • Liga Football
  • Ligue 1 de football
  • MLB
  • MLS
  • NBA
  • NCAA Basketball
  • NCAA Football
  • NFL
  • NHL
  • PGA Tour
  • Premier League football
  • Rugby Top 14
  • Serie A Football
  • UEFA
  • UFC
  • Volleyball League A
  • Altice/SFR
  • ARD-ZDF
  • BBC
  • BeIN Sport
  • BT
  • Cable One
  • Cablevision
  • Canal+
  • CBS
  • Comcast
  • Deutsche Telekom
  • DirecTV
  • Discovery/Eurosport
  • Equipe 21
  • ESPN
  • France TV
  • M6
  • Mediacom
  • Mediaset España
  • NBC
  • NHK
  • Orange
  • Proximus
  • RCN
  • Sky Deutschland
  • Sky UK
  • Telefónica
  • TF1
  • Time Warner Cable
  • Verizon
  • WOW
  • Amazon
  • Coliseum Sports Media
  • Facebook
  • Facebook Live Video
  • Livesport
  • Meerkat
  • Netflix
  • Perform Group/DAZN
  • Periscope
  • Twitter
  • Vine
  • Yahoo!
  • YouTube
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