從OTT影音至多螢幕：全球聯網家庭、行動影音裝置以及服務市場的預測以及策略檢視（2010-2014年）

從OTT影音至多螢幕：全球聯網家庭、行動影音裝置以及服務市場的預測以及策略檢視（2010-2014年） 是由出版商Multimedia Research Group, Inc.在2010年11月所出版的。 這份英文市場調查報告書包含145 Pages 價格從美金2995起跳。

簡介

本報告，調查分析全球的OTT影音服務市場，概述各種利用智慧OTT影音裝置的架構，同時將OTT服務的商業模式搭配具體的個案研究進行介紹，並加入至2014年的市場預測以及給服務供應商的建議等，由下列摘要形式闡述。

第1章 報告摘要

• OTT市場區塊
• 訴訟以及規範
• 新參與以及重要的市場參與企業
• 獲得成功的商業模式
• 主要調查結果

第2章 架構的概要

• 無線與有線
• 雲端運算
• 複合系統/HbbTV規格
• IPTV超越DOCSIS
• QoS/QoE以及QoT：現狀為？
• 下載、漸進式下載以及串流
• 配適化位元率串流
• 何謂「Chunk」
• 轉碼器/雲端
• 頻寬（HD對SD）：HD的實現方式
• ISTB/遊戲機主機/行動裝置
• 管理網路上的PC中心IPTV
• UI/EPG/中介軟體：OTT發展更快
• 導航裝置：滑鼠、鍵盤以及遙控器

第3章 OTT服務的商業模式：對SP來說的優點

• 純粹模式：出租、採購、加入、廣告支援
• 混合發信來源模式
• OTT客戶服務排名
• 傳統型VOD內容模式：收益分割
• 傳統型DVD商業模式y
• OTT服務的損益分歧分析（SP的觀點）
• 個案研究：Toledo Telephone從VUDU至藍光
• 個案研究：Monaco Telecom的OTT/有線複合式
• 個案研究：Telstra的Big Pond OTT/DTT複合式

第4章 最新市場預測

• 市場相關的理解
• 全球市場的預測
• 美國的MVPD營運商
• 電影院事業
• DVD銷售以及出租市場：美國
• 西歐的DVD銷售市場
• 美國的線上影音市場
• 線上影音廣告收入
• 網路機上盒（ISTB）以及OTT服務市場的預測
• OTT、複合式以及IPTV的融合

第5章 給服務供應商的建議以及結論

• OTT服務的評價
• 付費對免費內容
• 裝置類型的重要性
• 一般建議
• 給有線或是IPTV營運商的建議（OTT服務的追加）
• 給網路服務供應商（ISP或BBSP）的建議
• 給零售連鎖店的建議
• 結論

第6章 附錄1：企業檔案資料

• 企業檔案資料：平台
• 企業檔案資料：OTT服務供應商
• 企業檔案資料：CDN（內容傳輸網路）

第7章 附錄2：家庭網路規格

• MoCA：同軸有線多媒體協會
• DLNA：Digital Living Network Alliance
• HomePNA Alliance

第8章 附錄3：用語集

第9章 附錄4：其他詳細資訊

• 附錄A：PC-to-TV模式
• 附錄B：ISTB規格
• 附錄C：網路調查人口統計
• 附錄D：損益分歧（ROI）分析資料：Tier 1、2、3
• 附錄E：摘要損益分歧分析資料

第10章 附錄5：串流協議以及規格

• DASH（MPEG/HTTP）
• RTMP（Adobe）
• Smooth Streaming（Microsoft）

第11章 附錄6：遊戲機主機是否會替代STB

第12章 提出企業的索引

目錄

Abstract

Executive Summary

A lot has happened in 2010 for the Over-the-Top (OTT) market. There have been major developments in the retail segment, the Service Provider (SP) segment and the Internet segment. Some of these developments have been successful, while others have yet to get to the point where it can be seen whether they will be successful or not.

How have these services played out so far in North America, Europe, Asia and Rest-of- World Markets? What business models are now available for the SP? What platform works best for consumers in North America, Europe and Asia and why (including breakeven analysis)? How does OTT service differ from the hybrid service model described in MRG' s earlier report1? This report aims to answer these questions or at least to provide the tools necessary to answer them.

Table of Contents

1. Executive Summary

• 1.1 OTT Market Segments
• 1.2 Litigation and Regulation
• 1.3 Who Are the New and Significant Players?
  • 1.3.1 Apple TV, the Sequel
  • 1.3.2 Google TV
  • 1.3.3 Samsung
• 1.4 Which Successful Business Models Have Emerged?
• 1.5 Key Findings
  • 1.5.1 Good Content Costs Money
  • 1.5.2 Good Content Has Restrictions
  • 1.5.3 Advertising Has Great Promise, But Isn' t There Yet
  • 1.5.4 Will the iPad Become a Major Video Device?
  • 1.5.5 Retailers Get Into OTT
  • 1.5.6 The Traditional Operators Get Serious About “OTT”
  • 1.5.7 Mobile Phone/Tablets - STB of the Future?

2. Architecture Overview

• 2.1 Wireless and Wireline
• 2.2 Cloud Computing
• 2.3 Hybrid Systems/HbbTV Standard
• 2.4 IPTV Over DOCSIS
• 2.5 QoS/QoE and QoT - Where Are We Now?
• 2.6 Downloading, Progressive Downloading and Streaming
• 2.7 Adaptive Bit Rate Streaming
• 2.8 What is a “Chunk”?
• 2.9 Transcoders /Clouds
• 2.10 Bandwidth (HD vs. SD) - How to Enable HD
• 2.11 ISTBs/Game Consoles/Mobile Devices
• 2.12 PC-centric IPTV Over Managed Networks
• 2.13 UI/EPG/Middleware - OTT Has Come Even Further
• 2.14 Navigation Devices - Mice, Keyboards and Remotes

3. Business Models for OTT Service - What' s In It For the SPs?

• 3.1 Pure Models - Rent, Buy, Subscription, Ad-Supported
  • 3.1.1 Rental OTT Models
  • 3.1.2 Purchase OTT Models
  • 3.1.3 Subscription OTT Models
  • 3.1.4 Ad-Supported OTT Models
• 3.2 Mixed Source Models
  • 3.2.1 U.S. OTT Services (“Skinny” Basic) Cable/TiVo (SD Only)
  • 3.2.2 France DTT/OTT Service
  • 3.2.3 U.K. OTT/DTT Service
  • 3.2.4 Plan A: OTT + Over-the-Air (DTT) to the TV
  • 3.2.5 Consumer Pricing Overview
  • 3.2.6 Plan A: OTT + DTT to the TV
  • 3.2.7 Plan B: OTT + Cable Using TiVo STB to the TV
  • 3.2.8 Plan C: DVD Rental + Internet
• 3.3 OTT Consumer Service Ratings
• 3.4 Traditional VOD Content Models - Revenue Splits
• 3.5 Traditional DVD Business Models
• 3.6 Break-even Analysis for OTT Service (SP Perspective)
  • 3.6.1 Tier-1 SP Break-even Analysis
  • 3.6.2 Tier-2 Break-even Analysis
  • 3.6.3 Tier-3 Break-even Analysis
• 3.7 Case Study: Toledo Telephone from VUDU to Blu-ray
  • 3.7.1 Business Challenge
  • 3.7.2 Solution
  • 3.7.3 Conclusion
  • 3.7.4 Update: Enter Blu-ray ISTB
• 3.8 Case Study: Monaco Telecom OTT/Cable Hybrid
  • 3.8.1 Business Challenge
  • 3.8.2 Solution
• 3.9 Case Study: Telstra' s Big Pond OTT/DTT Hybrid
  • 3.9.1 Business Challenge
  • 3.9.2 Solution

4. Forecast Updates

• 4.1 What Do We Know?
• 4.2 Global Forecasts
• 4.3 U.S. MVPD Operators
• 4.4 Cinema Theater Business
• 4.5 DVD Sales and Rentals - U.S.
• 4.6 Western Europe DVD Sales
• 4.7 U.S. Online Video
• 4.8 Online Video Ad Revenue
• 4.9 Internet Set-top Box (ISTB) & OTT Service Forecast
• 4.10 Marriage of OTT, Hybrid & IPTV

5. Recommendations and Conclusions for Service Providers

• 5.1 Ratings for OTT Service
• 5.2 Paid Versus Free Content
• 5.3 Importance of Device Types
• 5.4 General Recommendations
• 5.5 Recommendations for Cable or IPTV Operators (For Adding OTT Service)
• 5.6 Recommendations for Internet Service Providers (ISPs or BBSPs)
• 5.7 Recommendations for Retail Chains
• 5.8 Conclusion

6. Addendum #1: Company Profiles

• 6.1 Company Profiles - Platforms
  • 6.1.1 2Wire/Pace
  • 6.1.2 ADB
  • 6.1.3 Amino Communications Ltd.
  • 6.1.4 APRICO Solutions
  • 6.1.5 BigBand Networks, Inc.
  • 6.1.6 Blinkx
  • 6.1.7 Boxee
  • 6.1.8 Brightcove Inc.
  • 6.1.9 Cisco (Scientific-Atlanta)
  • 6.1.10 Entone, Inc.
  • 6.1.11 Equilibrium
  • 6.1.12 Irdeto
  • 6.1.13 LG Electronics USA, Inc.
  • 6.1.14 Mariner Partners Inc.
  • 6.1.15 Minerva Networks
  • 6.1.16 Motorola, Inc.
  • 6.1.17 Netgem
  • 6.1.18 NeuLion
  • 6.1.19 Rhozet (Harmonic)
  • 6.1.20 Roku, Inc.
  • 6.1.21 Rovi Corporation
  • 6.1.22 Samsung
  • 6.1.23 Sezmi
  • 6.1.24 Sling Media, Inc.
  • 6.1.25 Tvinci
  • 6.1.26 Verimatrix
  • 6.1.27 Verivue
• 6.2 Company Profiles - OTT Service Providers
  • 6.2.1 Amazon.com, Inc.
  • 6.2.2 Apple Inc.
  • 6.2.3 BBC (iPlayer, YouView)
  • 6.2.4 Blockbuster Inc.
  • 6.2.5 Comcast (Fancast)
  • 6.2.6 Crackle, Inc.
  • 6.2.7 Disney
  • 6.2.8 ESPN 3
  • 6.2.9 Fetch TV
  • 6.2.10 Google TV/YouTube
  • 6.2.11 Hulu
  • 6.2.12 Microsoft Corporation
  • 6.2.13 Netflix, Inc. (Online Video Service)
  • 6.2.14 Sky Angel
  • 6.2.15 Sonic Solutions (RoxioNow)
  • 6.2.16 Sony (OTT Service)
  • 6.2.17 TiVo Inc.
  • 6.2.18 Veoh Networks, Inc.
  • 6.2.19 VUDU, Inc. (Walmart)
  • 6.2.20 Yahoo! Inc. (Video Service)
  • 6.2.21 ZillionTV (Online Service/ISTB)
• 6.3 Company Profiles - CDNs (Content Distribution Network)
  • 6.3.1 Abacast, Inc.
  • 6.3.2 Akamai Technologies, Inc.
  • 6.3.3 Jet Stream BV (StreamZilla)
  • 6.3.4 Limelight Networks, Inc.
  • 6.3.5 mirada plc

7. Addendum #2: Home Network Standards

• 7.1 MoCA - Multimedia over Coax Alliance
• 7.2 DLNA - Digital Living Network Alliance
• 7.3 HomePNA Alliance

8. Addendum #3: Glossary of Terms

9. Addendum #4: Miscellaneous Specifications

• 9.1 Appendix A: PC-to-TV Models
  • 9.1.1 Internet + Over-the-Air to the TV
  • 9.1.2 Internet + Cable to the TV Set
  • 9.1.3 Break-even Analysis for the PC Models
• 9.2 Appendix B: ISTB Specifications
• 9.3 Appendix C: Internet Survey Demographics
• 9.4 Appendix D: Break-even (ROI) Analysis Data - Tier-1, 2, 3
• 9.5 Appendix E: Condensed Break-even Analysis Data

10. Addendum #5: Streaming Protocols and Standards

• 10.1 DASH (MPEG/HTTP)
• 10.2 RTMP (Adobe)
• 10.3 Smooth Streaming (Microsoft)

11. Addendum #6: Can Game Consoles Become STB Replacements?

12. Index of Companies Referenced

Table of Figures

• Figure 2-1: The ESPN Interface for Samsung TVs and Blu-ray Players
• Figure 2-2: The Logitech Mini Controller
• Figure 3-1: Netgem' s ISTB Connection Diagram
• Figure 3-2: Monaco' s VOD Interface
• Figure 3-3: Monaco' s Electronic Program Guide (EPG)
• Figure 3-4: Monaco' s Channel Guide (overlay)
• Figure 3-5: Telstra' s BigPond Movies Store
• Figure 4-1: Worldwide Home Entertainment: 1981-2010
• Figure 4-2: U.S. Domestic Home Video Transactions: 2007-2014 (Millions)
• Figure 4-3: U.S. Online Video Ad Revenue: 2009-2014
• Figure 4-4: Internet-to-TV CE Devices (ISTBs)(000)
• Figure 4-5: Share of Market By Internet- to-TV (ISTB) Device - 2008 to 2014
• Figure 4-6: Market Share By Region: 2009-2014
• Figure 4-7: Global OTT Video Revenue Growth By Region (All Smart Devices): 2009-2014 (US$, Million)
• Figure 4-8: ISTB Evolution - Assumptions From Driving ISTB Forecast
• Figure 5-1: Ratings for OTT Services (Phone Survey)
• Figure 5-2: Viewing Habits of Internet Viewers (Internet Survey)
• Figure 5-3: Ratings of Paid Versus Ad-based Content
• Figure 5-4: Ratings of OTT Viewing Devices By Type (Phone Survey)
• Figure 5-5: Usage of Device Types (Internet Survey)
• Figure 6-1: 2Wire' s MediaPortal Software Interface
• Figure 6-2: 2Wire' s MediaPoint ISTB
• Figure 6-3: The ADB “Set-Back Box”
• Figure 6-4: The ADB “Set-Back Box” Installed
• Figure 6-5: The Amino Freedom Hybrid OTT Product
• Figure 6-6: The D-Link Boxee Box
• Figure 6-7: Entone' s Janus Media Gateway
• Figure 6-8: Screen Shot of Mariner' s frostt Product
• Figure 6-9: Mariner' s HomeVu Product
• Figure 6-10: Minerva' s CloudMedia Screen Shot
• Figure 6-11: Minerva' s Search Function Screen Shot
• Figure 6-12: Motorola' s Medios Management Platform
• Figure 6-13: The Netgem Model 8000 Hybrid ISTB
• Figure 6-14: The Roku Player ISTB with Netflix Screen Shot
• Figure 6-15: Samsung' s OTT Interface on a “Smart TV”
• Figure 6-16: Sling' s SlingCatcher Product
• Figure 6-17: The Apple TV Product
• Figure 6-18: Sony PS3 with Screen Shot
• Figure 9-1: Internet Survey Age Demographics
• Figure 11-1: Xbox 360 Console

Table of Tables

• Table 3-1: Basic Cable/TiVo (Monthly, US$)
• Table 3-2: France OTT - One Movie + DTT (US$)
• Table 3-3: U.K. OTT - One Movie + DTT (US$)
• Table 3-4: Comparison of OTT Services in the U.S., France and the U.K. (US$)
• Table 3-5: OTT Consumer Mixed Source Model Comparisons (Per Month Payment, US$)
• Table 3-6: OTT Consumer Service Ratings (2010)
• Table 3-7: Tier-1 Break-even Analysis (US$)
• Table 3-8: Tier-2 Break-even Analysis (US$)
• Table 3-9: Tier-3 Break-even Analysis (US$)
• Table 3-10: Monaco Telecom Subscribers: 2009-2010
• Table 4-1: Global Internet Users By Region (2010)
• Table 4-2: U.S. MVPD Operators (Q1-Q2/2010)
• Table 4-3: DIRECTV' s Business Overview (US$)
• Table 4-4: DISH Network' s Business Overview (US$)
• Table 4-5: Sky' s Business Overview (US$), Subs Are Millions
• Table 4-6: U.S. Cinema Theater Revenue, Admissions and Ticket Prices (US$ Billions)
• Table 4-7: U.K. Cinema Theater Revenue, Admissions and Ticket Prices 2009 (£' s and US$, Millions)
• Table 4-8: U.S. Consumer Spend for In Home Entertainment (US$ Millions)
• Table 4-9: Europe DVD/BD Sales By Percentage
• Table 4-10: Europe DVD/BD Revenue (US$ Millions)
• Table 4-11: Top U.S. Online Video Properties By Unique Viewers
• Table 4-12: Global OTT/ISTB Forecast (Thousands) - Installed Base (ISTB vs. PC Devices): 2008-2014
• Table 4-13: Approved Netflix ISTB Devices
• Table 4-14: ARPU - Global Annual OTT Video Service Revenues: 2008-2014 (US$)
• Table 4-15: Regional Share of OTT Video Service Market: 2008-2014 (%)
• Table 4-16: Regional Share of OTT Video Service Revenue (All Smart Video Devices): 2008 to 2014 (Million, US$)
• Table 9-1: Tier-1 Break-even Analysis (US$) (PC-to-TV)
• Table 9-2: Tier-2 Break-even Analysis (US$) (PC-to-TV)
• Table 9-3: Tier-3 Break-even Analysis (US$) (PC-to-TV)
• Table 9-4: ISTB + STB + DVD/Blu-ray General Specifications
• Table 9-5: Internet Survey Respondents By Region
• Table 9-6: Input Data for ROI Analysis (US$) (Section 3.6 Above)
• Table 9-7: Condensed ROI (Break-even) Analysis for Added OTT Video Service (US$)

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