Abstract
Introduction
This report examines the market around the new medium of Connected TV. It
looks at the role of established TV broadcasters, Internet companies, TV and
set top box makers, and niche players in the new industry aiming to take
market share from the incumbents. It examines the birth pangs of Connected TV
and includes detailed analyses of each of the main players' strategies for
gaining market share.
Features and benefits
- Understand why the Internet TV market is about to become the biggest new
entertainment medium since the advent of broadcast TV.
- Identify the key players in the market and how they are positioned to take
full commercial advantage of Connected TV.
- Establish successful monetization strategies to take advantage of the new
medium.
- Analyze the current and future state of the Internet TV market, focusing
on Connected TV.
- Examine the way in which social networking, 3DTV and other innovations are
set to accelerate the adoption of Internet TV.
Highlights
Global Connected TV shipments are set to see huge growth over the coming
years, at a CAGR of 58.3% between 2009-14. The Asia-Pacific region is the
driving force, with CAGR of over 60% and representing almost half of global
shipments by 2014. Although still a small market, the Middle East and Africa
will see the fastest growth over the period.
Global total set top box shipments (including DTT, IPTV, Cable, and Satellite
connections) are set to grow from around 177m in 2009 to over 207m in 2014.
Global IPTV set top box shipments are expected to grow from 19.4m to 57.5m
between 2009-14.
The battle to win a big slice of the global connected TV pie has already
attracted companies which are not traditionally associated with living room
TV. Google TV, Yahoo Connected TV, Apple TV and even Microsoft are now all
hotly competing for TV viewers in the era of Connected TV.
Your key questions answered
- What is the scale of the Connected TV and set top box market?
- Will Internet TV replace traditional broadcasting?
- Who will be the winners and losers in the Connected TV market?
- What technologies/services/content will come to dominate the new medium?
- How will the new medium develop over the next five years?
Table of Contents
Tony Glover
EXECUTIVE SUMMARY
- Introduction to Connected TV
- Market dynamics
- The main players - changing competitive landscape
- New players - changing competitive landscape
- Developments in the set top box market
- Opportunities and challenges in 3D Connected TV
- The Future of Connected TV
Introduction
- Scope and interested parties
- Methodology
- Primary research
- Secondary research
Introduction to Connected TV
- Summary
- Introduction
- The battle for market share
- Microsoft already connects to millions of TVs
- New impetus for connected TV at CES 2011
Market dynamics
- Monetization strategies
- Potential revenue sources:
- The ‘Walled Garden’
- Future growth
- Connected TV shipment growth
- Global growth drivers
- Global growth inhibitors
- Widening the TV broadband pipe
- Global broadband adoption
- UK broadband adoption
- Cutting the cord
- Gaming, shopping and adult content to drive revenues
- Gaming and retailing
- Adult viewing
- ‘Picks and shovels’
- Stakeholders further down the value chain make the most of Connected TV
- European software developers
The main players - changing competitive landscape
- Sky versus BT - a dispute over content
- BT enters the social networking arena
- Sky improves existing service
- Sky 3D
- Sky SWOT analysis
- BT SWOT analysis
- Virgin territory
- Virgin Media SWOT analysis
- Google TV versus Yahoo Connected TV
- Yahoo Connected TV to monetize its offering
- Yahoo Connected TV SWOT analysis
New competitors - changing competitive landscape
- Google gets tough
- Clampdown on search results for potentially illegal content
- File sharers fight back
- BitTorrent versus Google
- Google blocks BitTorrent, but BitTorrent has governmental seal of
approval
- Google' s ban is strategic, not altruistic
- BitTorrent' s position depends on the outcome of the net neutrality debate
- BitTorrent exclusive Q&A - becoming a central pillar of connected TV
- BitTorrent SWOT analysis
- Google SWOT analysis
- New competitor SWOT analyses
- YouView SWOT analysis
- Netflix SWOT analysis
- Hulu SWOT analysis
Developments in the set top box market
- Summary
- Introduction
- Advantages over connected TV sets
- Set top box market growth
- Total shipments
- Connected set top box shipments
- Console shipments
- Microsoft sell more set top boxes than Apple
- Apple TV
- Apple SWOT analysis
- Microsoft SWOT analysis
- Beyond Apple and Microsoft
- Pace shows strong growth
- Mobile convergence encourages competition
- Rivals such as Roku and Boxee benefit from Apple TV' s publicity
- The set top box middleware market
- Microsoft leads the market but competitors form partnerships to fight
back
- Low cost Asian developers threaten western incumbents
Opportunities and challenges in 3D Connected TV
- New 3D TVs in 2011
- New 3D TVs rolled out but uncertain to make an impression
- Consumer attention, equipment, cost and content all provide challenges
- Walled garden approach counteracts piracy
- Drivers and inhibitors to investing in 3D TV
The future of Connected TV
- The shape of things to come
- Social networking and interaction with content
- Mobile services combine with the TV to create disruption
- Increasingly interactive services
- Consumer meta-themes driving adoption of Connected TV
- Convergence
- Personalization
- Social networking
TABLES
- Table: IPTV subscriber share by region, 2010
- Table: Connected TV shipments by region (m), 2009-2013
- Table: Internet video users by region (m), 2009-2014
- Table: Top 10 broadband countries by fixed lines (m), Q3' 09-Q3' 10
- Table: Global broadband technology market share (%), Q3' 10
- Table: Global total set top box shipments (m), 2009-14
- Table: Global connected set top box shipments (m), 2009-14
- Table: Global connected set top box shipments as % of total, 2009-14
- Table: Global fixed console shipments (m), 2009-14
FIGURES
- Figure: IPTV subscriber share by region, 2010
- Figure: Connected TV shipments by region (m), 2009-2013
- Figure: Internet video users by region (m), 2009-2014
- Figure: Top 10 broadband countries by fixed lines (m), Q3' 09-Q3' 10
- Figure: Global broadband technology market share (%), Q3' 10
- Figure: Global total set top box shipments (m), 2009-14
- Figure: Global connected set top box shipments (m), 2009-14
- Figure: Global connected set top box shipments as % of total, 2009-14
- Figure: Global fixed console shipments (m), 2009-14
- Figure: Consumer meta-themes shaping the Connected TV market
