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市場調查報告書

中歐、東歐的收費電視、OTT視訊市場趨勢、預測:2018-2023年

Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2019-2024

出版商 Analysys Mason 商品編碼 565349
出版日期 內容資訊 英文 16 Slides
商品交期: 最快1-2個工作天內
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中歐、東歐的收費電視、OTT視訊市場趨勢、預測:2018-2023年 Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2019-2024
出版日期: 2019年11月29日內容資訊: 英文 16 Slides
簡介

中歐、東歐地區的收費電視的零售收益規模預計從2018年的59億歐元,成長到2023年的66億4000萬歐元。但這個成長,傳達出在預測期間之後也隱藏了縮小市場的結構性變化。

本報告提供中歐、東歐地區的收費電視、OTT視訊的市場調查收費電視家庭數、連線數的變化與預測,各連線技術的明細,OTT視訊用戶數的變化與預測,各種類型的明細,零售收益的變化與預測,各地區以及各國的主要趨勢等資訊彙整。

調查資料

  • 收費電視家庭數、連線數:各連線技術
    • 電纜 (模擬、數字)
    • IPTV
    • 收費DTT
    • 衛星 (DTH)
    • 業者OTT
    • 第三方OTT
  • OTT視訊用戶數
    • 線性 - 頻道 (收費、免費)
    • 線性 - 活動
    • TVoD - (出租、擁有)
    • SVoD (收費、免費)
  • 零售收益
  • ASPU

摘要整理

地區趨勢

  • 地區性展望:中東歐在預測期間內,保持主要的傳統收費電視市場的地位
  • 傳統收費電視:預計佔預測期間內的收益的大部分,不過,業者的OTT急速成長,DTH衰退
  • 低費用的傳統服務、侵犯版權等要素雖然成為OTT視訊的成長障礙,但是在預測期間內的零售收益達2倍以上
  • 收費電視連線數、業者OTT的用戶數的預測
  • SVoD、線性頻道服務的引進趨勢

各國趨勢

  • 捷克
  • 波蘭
  • 俄羅斯
  • 土耳其

預測手法與前提條件

關於著者和Analysys Mason

圖表

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目錄

"The total consumer spend on pay-TV and OTT video services in Central and Eastern Europe will grow from EUR2.3 billion in 2019 to EUR9.5 billion in 2024."

Operators and pay-TV providers in Central and Eastern Europe will capture EUR1.1 billion of new retail revenue growth by 2024. This report provides an outlook of these growth opportunities and the change in service mix as customers increasingly engage with OTT video services.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service - linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD

Geographical coverage and key metrics:

Geographical coverageKey performance indicators

  Region modelled

  • Central and Eastern Europe

  Countries modelled individually

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia (NEW)
  • Hungary
  • Latvia (NEW)
  • Lithuania (NEW)
  • Montenegro (NEW)
  • Poland
  • Romania
  • Russia
  • Slovakia
  • Turkey
  • pay-TV households and connections
  • OTT video users
  • retail revenue (spend)
  • ASPU

  Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT

  OTT video is split as follows:

  • linear - channels (paid-for and free)
  • linear - events
  • TVoD - (rental and ownership)
  • SVoD (paid-for and free)

Table of Contents

  • 7. Executive summary
  • 8. Traditional pay-TV and operator OTT retail revenue will grow by over EUR1.1 billion between 2019 and 2024; 62% of that growth will be from operator OTT services
  • 9. IPTV and operator OTT revenue gains will more than offset the revenue declines caused by a decrease in the number of satellite and pay-DTT subscriptions
  • 10. Both traditional pay-TV and OTT video services will grow in value across almost all countries; the Turkish market will continue to grow most rapidly
  • 11. Regional trends
  • 12. Geographical coverage: Turkey, Poland and the Baltics will be particularly strong markets for operator OTT video services
  • 13. Traditional pay TV will still account for the majority of revenue in CEE between 2019 and 2024 but operator OTT revenue will grow rapidly while satellite revenue declines
  • 14. The value of OTT video is constrained by low-priced traditional services and high piracy levels, but the overall retail revenue will still almost triple during 2019-2024
  • 15. IPTV will offset losses in the number of cable and satellite connections, but operator OTT video services will generate major user base growth between 2019 and 2024
  • 16. OTT video take-up in CEE is accelerating; linear channel services will keep pace with SVoD during the period in terms of subscriber base and revenue growth
  • 17. Country-level trends
  • 18. Czech Republic: the traditional pay-TV market is in decline, but it will return to growth after 2021 as low-price, pay-lite services gain traction
  • 19. Czech Republic: operator OTT video services will thrive, partly due to operators' purchase of sports rights
  • 20. Poland: the number of IPTV connections will grow significantly, driven by fibre, bundling and satellite users' migration to IP-based solutions
  • 21. Poland: the take-up of OTT video grew in 2018 and 2019; both operators and third-party providers will drive significant user base growth until 2024
  • 22. Russia: cable-to-IPTV substitution, plus new users of affordable services, will lead to an increase in the number of IPTV connections and the total market
  • 23. Russia: the take-up of OTT video services is accelerating; many operators have launched their own services
  • 24. Turkey: OTT video now accounts for more subscriptions than traditional pay TV; telecoms operators are dominating the pay-TV market
  • 25. Turkey: linear OTT video services will continue to dominate the Turkish market in terms of subscriptions and revenue
  • 26. Forecast methodology and assumptions
  • 27. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
  • 28. How we classify OTT video services in this forecast
  • 29. Further definitions
  • 30. About the authors and Analysys Mason
  • 31. About the authors
  • 32. Analysys Mason's consulting and research are uniquely positioned
  • 33. Research from Analysys Mason
  • 34. Consulting from Analysys Mason

List of Figures

  • Figure 1: Traditional pay-TV and OTT retail revenue and ASPU, Central and Eastern Europe, 2016--2024
  • Figure 2: Change in pay-TV and OTT video retail revenue by service type, Central and Eastern Europe, 2019--2024
  • Figure 3: Contribution of traditional pay TV and OTT video to the total change in retail revenue in Central and Eastern Europe, 2019--2024
  • Figure 4: Household penetration of pay TV and of operator OTT by country, Central and Eastern Europe, 2024
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, Central and Eastern Europe, 2016--2024
  • Figure 6: Pay-TV spend and CAGRs by service type, Central and Eastern Europe, 2019--2024
  • Figure 7: Pay-TV connections and CAGRs by service type, Central and Eastern Europe, 2019--2024
  • Figure 8: OTT video retail revenue by service type and blended ASPU, Central and Eastern Europe, 2016--2024
  • Figure 9: OTT video users and growth rates by service type, Central and Eastern Europe, 2019--2024
  • Figure 10: OTT video spend and growth rates by service type, Central and Eastern Europe, 2019--2024
  • Figure 11: Pay-TV connections and ASPU by access technology, Central and Eastern Europe, 2016--2024
  • Figure 12: OTT video users by business model, Central and Eastern Europe, 2016--2024
  • Figure 13: Pay-TV connections and OTT video users by access technology, Czech Republic, 2016--2024
  • Figure 14: Retail revenue by OTT video service type, and ASPU, Czech Republic, 2016--2024
  • Figure 15: Number of users by service type, Czech Republic, 2016--2024
  • Figure 16: Pay-TV connections and OTT video users by access technology, Poland, 2016--2024
  • Figure 17: Retail revenue by OTT video service type, and ASPU, Poland, 2016--2024
  • Figure 18: Number of users by service type, Poland, 2016--2024
  • Figure 19: Pay-TV connections and OTT video users by access technology, Russia, 2016--2024
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Russia, 2016--2024
  • Figure 21: Number of users by service type, Russia, 2016--2024
  • Figure 22: Pay-TV connections and OTT video users by access technology, Turkey, 2016--2024
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Turkey, 2016--2024
  • Figure 24: Number of users by service type, Turkey, 2016--2024
  • Figure 25: Scope of our spend forecasts
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