TV Everywhere Gaining Traction, Looking to Go Far
|出版日期||內容資訊||英文 20 Pages
|TV Everywhere的現況與展望 TV Everywhere Gaining Traction, Looking to Go Far|
|出版日期: 2015年03月31日||內容資訊: 英文 20 Pages||
本報告提供TV Everywhere (TVE) 調查分析、情形、下一代預測、機會與課題相關驗證、19家軟體供應商的簡介等系統性資訊。
Last fall, a team of four Harvard Business School students presented a business and marketing plan for a next-generation TV Everywhere (TVE) service during the 2014 Interactive Launch Competition in New York. Speaking before an industry audience and an executive judges' panel, the MBA students recognized TVE's struggles with authentication, awareness and monetization, but said the industry is addressing those issues. They proposed an online service that aggregates TVE content, leverages social media and curates content based on personal preferences.
Those Harvard kids are pretty darn smart. The judges, including top executives of Comcast, Time Warner Cable (TWC), Bright House Networks, Discovery Communications and Hearst Television, awarded them first prize.
Five years after the TVE initiative officially launched, service providers and programming networks have launched more than 100 TVE apps, ranging from HBO GO and WatchESPN to TWC TV and Xfinity TV Go. The apps mostly offer on-demand content, video clips or delayed broadcasts of programs without extra charge for authenticated cable customers inside their homes. However, programming networks are increasingly being made available with live streaming, as well as with access outside of the home.
Despite its initial struggles, in 4Q14 authenticated viewing grew 591 percent year-over-year, according to the FreeWheel Video Monetization Report released in February. The Cable & Telecommunications Association for Marketing (CTAM), which has been tackling awareness and usability issues, said awareness of TVE has risen by more than 10 percent since last April and the amount of net users rose to 54 percent in January.
Through efforts by the Open Authentication Technology Committee (OATC) and others, the industry is developing easier authentication methods as well as ways to curtail password sharing. A host of suppliers are offering solutions that can be used to enhance user experience with content discovery, personalization and social media. Monetization opportunities are rising through efforts to dynamically insert ads and measure usage.
Meanwhile, cable's ongoing implementation of cloud-based infrastructure promises to improve TVE's prospects. From Gigabit Internet speeds and improved Wi-Fi capability to adaptive streaming and multi-platform delivery, cable providers are creating a platform that can increase TVE's ability to truly go everywhere.
The same forces that are aiding TVE are also giving rise to new direct-to-consumer, over-the-top (OTT) plays by programming networks, including forthcoming OTT apps by HBO, Showtime, CBS, NBC and others. In addition, speculation abounds that Comcast or other service providers will seek to go beyond their current wired footprints and invade other companies' territories with their online services. Dish Network is offering Sling TV, an online pay package of popular channels.
So where does TVE go from here? ‘TV Everywhere Gaining Traction, Looking to Go Far’ analyzes the state of TVE, prospects for next-generation enhancements and the opportunities and challenges ahead. It includes profiles of 19 software suppliers that offer solutions that support cable's TVE development in various ways.
Sample research data from the report is shown in the excerpt below:
The market drivers behind TVE and online video in general are continuing unabated. The excerpt below shows key market drivers that are continuing to fuel cable's activity. TVE offers a means for service providers and network programmers to satisfy consumer demand for online video while building upon existing business models and relationships in the established TV ecosystem.
Excerpt 1: Primary Market Drivers for TV Everywhrere
Source: Heavy Reading Cable Industry Insider
Companies profiled in this report include: Accedo Broadband AB; Adobe Systems Inc. (Nasdaq: ADBE); Akamai Technologies Inc. (Nasdaq: AKAM); BlackArrow Inc.; Brightcove Inc.; Clearleap Inc.; Digitalsmiths Corp.; Ericsson AB (Nasdaq: ERIC); FreeWheel Media Inc.; Gracenote Inc.; Harmonic Inc.; Imagine Communications Corp.; Ooyala, Inc.; QuickPlay Media Inc.; Rovi Corp. (Nasdaq: ROVI); SeaChange International Inc. (Nasdaq: SEAC); Synacor Inc.; thePlatform LLC; and Viaccess-Orca, part of the Orange Group.