未來的電視市場

對廣播的未來的未確定要素，在本質上正在發生變化。線性電視頻道不會很快消失，但其消費量將繼續下降並被OTT取代，讓這種轉變成為基本趨勢。作為一種商業模式，SVOD將繼續成長，但預計近幾年步伐將放緩。

本報告提供未來的電視市場展望調查，從技術，經濟，策略，利用等層面，電視及影音市場的趨勢和現在起的變化等彙整資料。

目錄

第1章 摘要整理

第2章 電視及影音市場趨勢

• 由於一連串的危機，電視市場下降傾向增強了
• 電視用戶數全球地停頓
• 變化的廣告市場
• 聯網電視的復活
• 歐洲的OTT服務動態
• 主要OTT影音服務的經濟困難
• 技術巨頭扮演的角色
• 有關視覺與聽覺內容的不確實的領域

第3章 目前變化

• 線性TV觀眾的緊張和線上消費增加
• OTT影音的用途的變化
• 資料管理的貢獻
• AI的整合的發展
• 沉浸式和XR (延展實境) 的開發
• 未知的元宇宙
• "創作者經濟" 的崛起
• 媒體及數位娛樂相關歐洲的法規
• 對環境影響的關懷

第4章 電視及影音市場預測

• 變化的要素的分析
• 電視情境

Summary

The uncertainties about the future of broadcasting are changing in nature. It is now a given that linear television channels will not disappear tomorrow, but that their consumption will continue to decline in favour of OTT. This transition is a fundamental trend.

In terms of business models, SVOD will continue to grow but at a slower pace than in recent years. Targeted advertising, including on TV, will continue to grow. Both will contribute significantly to the sector's revenues.

Unknowns remain on the place that technology (AI, data, immersivity…) will take in the industry, on the major regulatory choices, on the profitability of the new services or on the possible future industrial configurations and the place of viral video platforms.

This IDATE study covers the latest technical, economic, strategic and usage trends that will impact the future of the sector.

It takes stock of the current situation in the audiovisual landscape and examines the drivers of change that make it possible to draw possible futures for the audiovisual market.

Four breakthrough scenarios are defined: FAST TV, Oligopoly, Uberisation, Specialisation.

Table of Contents

1. Executive summary

2. Trends in the TV & video market

• 2.1. The series of crises has reinforced the downward trend in the TV market
• 2.2. The number of TV subscribers stagnates worldwide
• 2.3. A changing advertising market
• 2.4. The connected TV revival
• 2.5. Dynamics of OTT services in Europe
• 2.6. The economic difficulties of leading OTT video services
• 2.7. The role of Big tech
• 2.8. Areas of uncertainty around audiovisual content

3. The changes at work

• 3.1. Tensions in the linear TV audience, growth in online consumption
• 3.2. A shift in OTT video usages
• 3.3. The contribution of data management
• 3.4. The growing integration of Artificial Intelligence
• 3.5. The development of immersivity and extended reality
• 3.6. The unknown of the Metaverse
• 3.7. The rise of the "creator economy"
• 3.8. European regulation of media and digital entertainment
• 3.5. Consideration of environmental impact

4. TV & video market outlook

• 4.1. Analysis of drivers of change
• 4.2. TV scenarios 2030