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市場調查報告書

新興亞太地區的收費電視及OTT視訊服務市場:趨勢、預測 (2018-2023年)

Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023

出版商 Analysys Mason 商品編碼 792073
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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新興亞太地區的收費電視及OTT視訊服務市場:趨勢、預測 (2018-2023年) Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023
出版日期: 2019年02月18日內容資訊: 英文 16 Slides
簡介

本報告提供新興亞太地區的收費電視及OTT視訊服務市場相關調查,提供收費電視用戶數及服務、高級OTT影像用戶數、零售收益 (支出) 以及單人使用者平均支出 (ASPU)之預測、各收費電視平台之預測、整體地區及各國家的預測。

重點摘要

地區趨勢

  • 地區覆蓋率:以往的收費電視普及率隨著市場而有著很大的變化;高級OTT服務的用戶普及率較低
  • 以往的收費電視零售收益成長為64億美金,OTT影像的零售收益成長為135億美金,相較之下前者成長幅度較小
  • OTT影像的零售收益是由SVoD獲得主導權;這並非多數的頻道排播服務獲得個別的支付,而是以不收費的模式做捆綁銷售
  • 多數的消費者是因為手機或是跟固定費用捆綁銷售,OTT影像服務變成免費;頻道排播/直播內容的重要性日漸提高

各國趨勢

  • 中國:OTT服務由SVoD開始轉往頻道排播
  • 中國:OTT影像使用者的大幅增加,慢慢地成為加入者收益成長 - 「有複數以上的服務契約 」派上用場
  • 印度:Jio的趨勢為刺激收購有線電視後的IPTV普及之可能性
  • 印度:免費的「試看功能」對OTT影像服務來說,將會扭曲市場,因此絕不能更改
  • 印尼:IPTV將會促進未來的收費TV加入者成長,OTT影像用戶數在2019年已經超越舊有的付費TV加入者
  • 印尼:OTT服務將會由SVoD轉向頻道排播
  • 馬來西亞:由於Astro很強,市場將會緩慢發展
  • 馬來西亞:OTT影像服務的免費捆綁銷售是理所當然的 - 即便是Netflix都必須調整費用

預測手法及先決條件

關於作者Analysys Mason

目錄

"Retail revenue for traditional pay-TV services will grow by USD6.4 billion between 2018 and 2019, compared to USD13.5 billion retail revenue growth for OTT video."

TV and video retail revenue will grow by USD20 billion in the emerging Asia-Pacific region between 2018 and 2023. This forecast report analyses the relative strength of IPTV and OTT video services as they compete for a share of consumer spending in the region.

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
  • forecasts for seven individual countries and the EMAP region as a whole.

Geographical coverage

Emerging Asia-Pacific

China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam.

Table of Contents

  • 6. Executive summary
  • 7. TV and video retail revenue will increase by USD20 billion between 2018 and 2023
  • 8. OTT video and IPTV will account for most of the future revenue growth, but satellite will continue to account for revenue growth in some places, mainly India
  • 10. Regional trends
  • 11. Geographical coverage: Traditional pay-TV penetration varies significantly by market; household penetration of premium operator OTT services is low
  • 12. USD6.4 billion retail revenue growth for traditional pay-TV services will be dwarfed by USD 13.5 billion growth in OTT video retail revenue
  • 13. OTT video retail revenue will be dominated by SVoD; this is because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customer will migrate away from cable and satellite and towards IPTV - new growth will also be primarily IP
  • 15. Many consumers will take free OTT video services bundled with their mobile or fixed tariffs; the importance of linear/live content will increase
  • 16. Country-level trends
  • 17. China: The heavily-saturated traditional pay-TV market will migrate rapidly towards IPTV
  • 18. China: Massive OTT video user growth is slowly becoming subscription revenue growth - 'service stacking' helps
  • 19. India: Jio's actions are likely to stimulate IPTV take-up following their cable acquisitions
  • 20. India: Free 'Trials' that may never be changed for distort the market for OTT video services
  • 21. Indonesia: IPTV will drive future pay-TV subscriber growth but the number of OTT video users will exceed traditional pay-TV subscribers in 2019
  • 22. Indonesia: OTT services are shifting from SVoD to linear channels
  • 23. Malaysia: The market is slow to evolve mainly because of the strength of Astro
  • 24. Malaysia: Free bundling of OTT video services is commonplace - to the extent that even Netflix has adjusted its pricing
  • 25. Forecast methodology and assumptions
  • 26. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
  • 27. How we classify OTT video services in this forecast
  • 28. Further definitions
  • 29. About the authors and Analysys Mason
  • 30. About the authors
  • 31. About Analysys Mason
  • 32. Research from Analysys Mason
  • 33. Consulting from Analysys Mason

List of figures

  • Figure 1: Traditional pay-TV and OTT retail revenue and ASPU, emerging Asia-Pacific, 2015-2023
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia-Pacific, 2018-2023
  • Figure 3: Contribution of traditional pay TV and OTT video to total change in retail revenue in emerging Asia-Pacific, 2018-2023
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia-Pacific, 2018-2023
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia-Pacific, 2015-2023
  • Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia-Pacific, 2018-2023
  • Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia-Pacific, 2018-2023
  • Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia-Pacific, 2015-2023
  • Figure 9: OTT video users and growth rates by service type, emerging Asia-Pacific, 2018-2023
  • Figure 10: OTT video spend and growth rates by service type, emerging Asia-Pacific, 2018-2023
  • Figure 11: Pay-TV connections and ASPU by access technology, emerging Asia-Pacific, 2015-2023
  • Figure 12: OTT video users by business model, EMAP, 2015-2023
  • Figure 13: Pay-TV connections and OTT video users by access technology, China, 2015-2023
  • Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2015-2023
  • Figure 15: Number of users by service type, China, 2015-2023
  • Figure 16: Pay-TV connections and OTT video users by access technology, India, 2015-2023
  • Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2015-2023
  • Figure 18: Number of users by service type, India, 2015-2023
  • Figure 19: Pay-TV connections and OTT video users by access technology, Indonesia, 2015-2023
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia, 2015-2023
  • Figure 21: Number of users by service type, Indonesia, 2015-2023
  • Figure 22: Pay-TV connections and OTT video users by access technology, Malaysia, 2015-2023
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia, 2015-2023
  • Figure 24: Number of users by service type, Malaysia, 2015-2023
  • Figure 25: Scope of our spend forecasts
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