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市場調查報告書

付費電視、OTT影音的新興亞太 (EMAP) 地區市場 - 動向與預測:2019年∼2024年

Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024

出版商 Analysys Mason 商品編碼 923631
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
價格
付費電視、OTT影音的新興亞太 (EMAP) 地區市場 - 動向與預測:2019年∼2024年 Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024
出版日期: 2020年02月04日內容資訊: 英文 16 Slides
簡介

傳統付費電視服務的零售收益,預計2019年∼2024年在新興亞太 (EMAP) 地區會增加29億美元。

本報告調查分析了新興亞太 (EMAP) 地區的付費TV、OTT影音市場,並提供包含市場預測、預測細項、國別預測的體系化資訊。

執行摘要

地區趨勢

  • 地理範圍:傳統付費電視普及率依各國不同有巨大差異;主要營運商OTT服務的家庭普及率較低
  • 傳統付費電視的普及率是飽和狀態;營運商的OTT服務產生和傳統付費電視幾乎相同的收益
  • OTT影音的零售收益由SVoD佔了優勢,原因是許多線性服務可以免費提供
  • 客戶從有線電視、衛星電視轉往IPTV;新的收益成長來自IP服務
  • 在OTT影音服務中最重要的類型是SVoD,主要是在中國的規模

國別趨勢

  • 中國:China Mobile的IPTV授權為市場帶來變化;IPTV的未來備受肯定,但有線電視市場低迷
  • 中國:BAT引領著OTT影音服務的付費會員數;預計在2024年OTT影音用戶會達到3億9700萬人
  • 印度:由於新的關稅法,對於付費電視供應商不再是有利的商業市場,正在考慮採用OTT使收益成長
  • 印度:OTT影音持續可免費收看;收費服務的未來,視營運商如何接觸綑綁銷售而不同
  • 印尼:第二大、第三大的企業促進價格競爭的可能性很高,既有企業Telkom擴大客戶基礎
  • 印尼:免費提供OTT影音服務和通訊服務是標準
  • 馬來西亞:Astro依然在付費電視、OTT市場處於優勢,Telekom Malyasia的未來角色不明
  • 馬來西亞:免費提供OTT影音服務是很普遍的

預測方法和前提條件

關於作者和Analysys Mason

目錄

"Retail revenue for traditional pay-TV services will grow by USD2.9 billion in EMAP between 2019 and 2024, compared to USD15.1 billion retail revenue growth for OTT video."

Retail revenue from OTT services in emerging Asia-Pacific (EMAP) will grow more-rapidly than that from traditional pay-TV services in the next 5 years. This forecast report analyses how IPTV and OTT video compare as they compete for consumer spend in the region. It presents the scale of, and differences between, these dynamics in China, India and other countries 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 and key metrics:

Geographical coverageKey metrics

  Regions modelled

  • Emerging Asia-Pacific (EMAP)

  Countries modelled
individually

  • China
  • India
  • Indonesia
  • Malaysia
  • Myanmar (NEW)
  • Thailand
  • Philippines
  • Vietnam
  • 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

  • 6. Executive summary
  • 7. The traditional pay-TV retail revenue in emerging Asia-Pacific will peak in 2023
  • 8. Cable TV retail revenue will stop growing during the forecast period, the growth in satellite revenue will stall and IPTV will account for future revenue growth
  • 9. Retail revenue from both traditional pay TV and OTT video will grow in almost all countries in EMAP, but OTT video will now account for the majority of growth
  • 10. Regional trends
  • 11. Geographical coverage: traditional pay-TV penetration varies significantly by country; the household penetration of premium operator OTT services is low
  • 12. Traditional pay-TV take-up will saturate during the forecast period; operator OTT services will generate almost as much revenue as traditional pay TV by 2024
  • 13. OTT video retail revenue will be dominated by SVoD because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customers will migrate away from cable and satellite and towards IPTV; new revenue growth will come from IP services
  • 15. SVoD will continue to be the most important type of OTT video service in the region during the forecast period, primarily due to China's scale
  • 16. Country-level trends
  • 17. China: China Mobile's IPTV licences have created a step change in the market: the future for IPTV is positive and cable TV will flounder
  • 18. China: BAT have boosted the number of paying subscribers to their OTT video services; there will be 397 million OTT video users in 2024 as a result
  • 19. India: the New Tariff Order creates a less favourable commercial market for pay-TV providers, so they are looking towards OTT for revenue growth
  • 20. India: OTT video continues to be consumed primarily for free; the future of paid-for services depends on how operators approach bundling
  • 21. Indonesia: the second-and third-largest players are likely to drive price competition, but the incumbent, Telkom, will grow its customer base
  • 22. Indonesia: bundling OTT video services alongside telecoms services for freeis the norm
  • 23. Malaysia: Astro still dominates the pay-TV and OTT market, and Telekom Malaysia's future role in TV is unclear
  • 24. Malaysia: free bundling of OTT video services is commonplace
  • 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. Analysys Mason's consulting and research are uniquely positioned
  • 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, 2016--2024
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia--Pacific, 2019--2024
  • Figure 3: Contribution of traditional pay TV and OTT video to the total change in retail revenue in emerging Asia--Pacific, 2019--2024
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia--Pacific, 2024
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia--Pacific, 2016--2024
  • Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia--Pacific, 2016--2024
  • Figure 9: OTT video users and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 10: OTT video spend and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 11: Pay-TV connections, operator OTT users and ASPU by access technology, emerging Asia--Pacific, 2016--2024
  • Figure 12: OTT video users by business model, EMAP, 2016--2024
  • Figure 13: Pay-TV connections and OTT video users by access technology, China, 2016--2024
  • Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2016--2024
  • Figure 15: Number of users by service type, China, 2016--2024
  • Figure 16: Pay-TV connections and OTT video users by access technology, India, 2016--2024
  • Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2016--2024
  • Figure 18: Number of users by service type, India, 2016--2024
  • Figure 19: Pay-TV connections and OTT video users by access technology, Indonesia, 2016--2024
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia, 2016--2024
  • Figure 21: Number of users by service type, Indonesia,2016--2024
  • Figure 22: Pay-TV connections and OTT video users by access technology, Malaysia, 2016--2024
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia, 2016--2024
  • Figure 24: Number of users by service type, Malaysia, 2016--2024
  • Figure 25: Scope of our spend forecasts