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서유럽의 유료 TV 및 OTT 비디오 서비스 : 예측 및 분석

Pay-TV and OTT Video Services in Western Europe: Forecasts and Analysis 2013-2018

리서치사 Analysys Mason
발행일 2013년 08월 상품 코드 278728
페이지 정보 영문 PPT and PDF (60 slides); Excel
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서유럽의 유료 TV 및 OTT 비디오 서비스 : 예측 및 분석 Pay-TV and OTT Video Services in Western Europe: Forecasts and Analysis 2013-2018
발행일 : 2013년 08월 페이지 정보 : 영문 PPT and PDF (60 slides); Excel

유럽에서는 가정에서의 유료 TV 주요 형태로서 OTT 비디오 서비스 보급률이 2018년 약 3%에 이를 것으로 예상되지만 다양한 요인 때문에 이 수치는 국가마다 크게 다를 것으로 보입니다.

유럽의 유료 TV 및 OTT 비디오 서비스 시장에 대해 조사하고, 유료 TV 세대수, 서비스, 지출 및 가입자 1명당 평균 지출액 예측, 플랫폼별 예측, 국가별 예측, 시장 동향과 성장 촉진요인 개요, 기존의 유료 TV 사업자, 컨텐츠 소유자, 통합자(aggregator)에 대한 제안 등의 정보를 전해드립니다.

1. 목차

2. 주요 요약

3. 제안

4. 서유럽 예측

  • 1차, 2차 유료 TV 서비스 예측
  • 새로운 플랫폼이 주요 TV 세트상에서 유료 TV 서비스 성장을 촉진하는 한편 아날로그 케이블 서비스는 사라질 것
  • OTT 비디오 서비스 및 IPTV는 유료 TV 보급률을 끌어올릴 것
  • OTT 비디오 서비스는 예측 기간 중 증가하는 유료 TV 5개 중 4개를 차지할 것
  • 유료 TV 사업자의 멀티룸 서비스가 감소하기 때문에 2018년까지 OTT 비디오 서비스는 2차 유료 TV 서비스의 과반수 이상을 차지할 것 등

5. 시장 성장 촉진요인 및 저해요인

6. 비지니스 환경

  • OTT 비디오 서비스는 장편물 온라인 모바일 비디오(long-form online video)가 PC에서 TV로 이동하기 때문에 더욱 인기를 끌 것
  • 거대한 레거시 아날로그 가입자 기반을 보유한 케이블 사업자는 광범위한 디지털 TV 대체 위협에 노출
  • 유료 DTT 서비스는 조기 성공 후 대부분 서유럽에서 매력을 잃고 있어
  • 위성 사업자는 진정한 주문형 서비스(on-demand service)를 제공하기 위해 브로드밴드 접속 STB를 이용
  • Telco(통신사업자)는 유료 TV 서비스에서 우세

7. 국가별 예측

  • 프랑스는 서유럽 중 IPTV가 가장 성공을 거두고 있는 국가
  • 독일에서는 여전히 케이블이 지배적인 플랫폼이지만 IPTV 및 위성과의 경쟁 심화에 직면
  • 이탈리아에서 IPTV는 기타 유럽 국가보다 먼저 스타트를 끊었고 케이블 인프라가 결여되어 있지만 규모 확대에 실패
  • 스페인의 유료 TV 시장은 예측 기간 말까지 회복될 것으로 예상되지 않아
  • 영국에서는 BT 및 Talk Talk 서비스의 매력이 커지고 있기 때문에 IPTV가 가장 빠른 속도로 성장하는 플랫폼이 될 것, 등

8. 시장 정의

9. 저자와 Analysys Mason에 대해

10. 도표 리스트

LSH 13.08.28

We expect just 3% of households in Western Europe to take up OTT video services as their primary form of pay-TV in 2018, but this will vary significantly from one country to another, because of a wide range of factors.

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The pay-TV market is evolving, and boundaries are increasingly blurred between pay and free-to-air (FTA) TV services. Our forecasts take a holistic view of the market, and include paid-for OTT video as well as traditional pay-TV services.


This Report provides:

  • forecasts for the number of pay-TV households, services, spend and average spend per subscriber (ASPS)
  • forecasts split by platform: cable, IPTV, pay DTT, satellite, pay analogue terrestrial and OTT services
  • forecasts for 10 individual countries; 17 countries that are modelled as the 'rest of Western Europe'; and Western Europe as a whole
  • an overview of the trends and drivers in the market
  • top-level overviews of the key countries in the region
  • recommendations for traditional pay-TV operators and content owners and aggregators.

Geographical coverage

The following countries are modelled individually in this Report

  • Denmark
  • Finland
  • France
  • Germany
  • Italy
  • Netherlands
  • Norway
  • Spain
  • Sweden
  • UK

Forecasts are also provided for 17 countries that are modelled together as the 'rest of Western Europe'; and Western Europe as a whole.

Data coverage

The Excel data annex provides detailed 5-year forecasts of the following KPIs in the pay-TV and OTT video services market in Western Europe.

KPIsSplit by
  • households
  • penetration
  • spend
  • average spend per subscriber
the following technologies: analogue cable
  • digital cable
  • pay analogue terrestrial
  • IPTV
  • pay DTT
  • satellite
  • OTT video services.
Pay-TV spend is also split into the following categories:
  • linear programming
  • pay-per-view (PPV)/video-on-demand (VoD) services (on-demand content).
  • services
  • primary
  • secondary.

Table of Contents

  • 7.Executive summary
  • 8.Executive summary: We expect 3% of households in Western Europe to use OTT video services as their primary pay-TV service in 2018
  • 9.Executive summary: OTT video will account for just over half of secondary pay-TV services in 2018
  • 10.Executive summary: Take-up of OTT video to the TV set will grow significantly in all countries, but with notable local differences
  • 11.Executive summary: Low-cost media streamers will displace games consoles as the main device used to access OTT video services on the TV
  • 12.Recommendations
  • 13.Recommendations [1]
  • 14.Recommendations [2]
  • 15.Recommendations [3]
  • 16.Western European forecast
  • 17.Our forecasts cover both primary and secondary pay-TV services
  • 18.New platforms will drive the growth of pay-TV services on the main TV set, while analogue cable services will disappear
  • 19.OTT video services and IPTV will boost pay-TV penetration rates
  • 20.OTT video services will account for four-out-of-five pay-TV net additions during the forecast period
  • 21.OTT video services will account for just over half of secondary pay-TV services by 2018, as pay-TV operator multi-room services decline
  • 22.Pay-TV spend will be boosted by the increasing take-up of OTT video services and transition to digital cable
  • 23.Pay-TV ASPS will be driven by the increased consumption of on-demand content
  • 24.ASPS is subject to conflicting pressures, which will make it increasingly challenging for pay-TV operators to monetise their subscriber base
  • 25.Low-cost media streamers will displace the games console as the main way of accessing OTT video services on the TV
  • 26.We expect that just over a fifth of OTT video services on the TV set will be used as a primary pay-TV service in 2018
  • 27.Spend on OTT video services to the TV set in Western Europe will increase thirteen-fold to EUR2 billion between 2013 and 2018
  • 28.Market drivers and inhibitors
  • 29.Overview of factors and trends that drive or inhibit the market
  • 30.Factors and trends that drive or inhibit the market [1]
  • 31.Factors and trends that drive or inhibit the market [2]
  • 32.Factors and trends that drive or inhibit the market [3]
  • 33.Factors and trends that drive or inhibit the market [4]
  • 34.Business environment
  • 35.OTT video services will become more popular as long-form online video moves from the PC to the TV
  • 36.Cable operators with large legacy analogue subscriber bases are under threat from a wide range of digital TV alternatives
  • 37.Pay-DTT services are losing their appeal in most of Western Europe after early successes
  • 38.Satellite operators are using broadband-connected STBs to deliver true on-demand services
  • 39.Telcos are gaining ground in pay-TV services
  • 40.Country-specific forecasts
  • 41.France is the country where IPTV has been most successful in Western Europe
  • 42.We expect OTT video services to have a limited impact in France
  • 43.Cable remains the dominant platform in Germany, but faces growing competition from IPTV and satellite
  • 44.Providers of OTT video services have had limited success in Germany so far, but we expect overall take-up to increase to 13% of households in 2018
  • 45.IPTV fails to gain scale in Italy, despite a head start compared to other Western European countries and the absence of cable infrastructure
  • 46.Leading telcos in Italy are focusing on OTT video services, rather than IPTV, driving take-up
  • 47.We do not expect the Spanish pay-TV market to recover until the end of the forecast period
  • 48.We expect OTT video services to the TV set to have limited appeal in Spain, reaching just 2% household penetration overall in 2018
  • 49.We expect IPTV to be the fastest-growing platform in the UK, because of the growing appeal of the services from BT and Talk Talk
  • 50.Having a common language with the USA attracts leading international OTT video services to the UK
  • 51.Market definition
  • 52.Regional breakdown used in this report
  • 53.Measures provided in the data annex
  • 54.Definitions used in this report
  • 55.About the author and Analysys Mason
  • 56.About the author
  • 57.About Analysys Mason
  • 58.Research from Analysys Mason
  • 59.Consulting from Analysys Mason

List of figures

  • Figure 1: Key metrics and categories featured in this forecast
  • Figure 2: Primary pay-TV services by platform, Western Europe, 2013 and 2018
  • Figure 3: Secondary pay-TV services by platform, Western Europe, 2013 and 2018
  • Figure 4: Household penetration of OTT video services on the TV set, by country, Western Europe, 2013-2018
  • Figure 5: OTT video services to the TV set, by type of device, Western Europe, 2013-2018
  • Figure 6: Types of pay-TV services covered within this report
  • Figure 7: Pay-TV households, primary services by platform, Western Europe, 2013-2018
  • Figure 8: Pay-TV penetration of households, by platform, Western Europe, 2013-2018
  • Figure 9: Pay-TV services, by platform, Western Europe, 2013-2018
  • Figure 10: Secondary pay-TV services, by platform, Western Europe, 2013-2018
  • Figure 11: Pay-TV spend, by platform, Western Europe, 2013-2018
  • Figure 12: Average spend per subscriber for traditional pay-TV services, by linear programming and on-demand content, Western Europe, 2013-2018
  • Figure 13: Pressures on ASPS for pay-TV services
  • Figure 14: OTT video services to the TV set, by type of device, Western Europe, 2013-2018
  • Figure 15: OTT video services to the TV set, by primary and secondary, Western Europe, 2013-2018
  • Figure 16: Spend on OTT video services to the TV set, by service type, Western Europe, 2013-2018
  • Figure 17: Top-level overview of factors and trends that drive or inhibit the pay-TV market
  • Figure 18: Factors and trends that drive or inhibit the pay-TV market
  • Figure 19: Factors and trends that drive or inhibit the pay-TV market
  • Figure 20: Factors and trends that drive or inhibit the pay-TV market
  • Figure 21: Factors and trends that drive or inhibit the pay-TV market
  • Figure 22: Digital cable penetration, by country, Western Europe, 2013-2018
  • Figure 23: Household penetration of pay-DTT services, by country, Western Europe, 2013-2018
  • Figure 24: On-demand service spend as a percentage of satellite pay-TV service spend, Western Europe, 2013-2018
  • Figure 25: Pay-TV households, primary services by platform, France, 2013-2018
  • Figure 26: Pay-TV spend, by platform, France, 2013-2018
  • Figure 27: OTT video services to the TV set, by primary and secondary, France, 2013-2018
  • Figure 28: Pay-TV households, primary services by platform, Germany, 2013-2018
  • Figure 29: Pay-TV spend, by platform, Germany, 2013-2018
  • Figure 30: OTT video services to the TV set in Germany, by primary and secondary, Germany, 2013-2018
  • Figure 31: Pay-TV households, primary services by platform, Italy, 2013-2018
  • Figure 32: Pay-TV spend, by platform, Italy, 2013-2018
  • Figure 33: OTT video services on the TV set, by primary and secondary, Italy, 2013-2018
  • Figure 34: Pay-TV households, primary services by platform, Spain, 2013-2018
  • Figure 35: Pay-TV spend, by platform, Spain, 2013-2018
  • Figure 36: OTT video services to the TV set, by primary and secondary, Spain, 2013-2018
  • Figure 37: Pay-TV households, primary services by platform, UK, 2013-2018
  • Figure 38: Pay-TV spend, by platform, UK, 2013-2018
  • Figure 39: OTT video services to the TV set, by primary and secondary, UK, 2013-2018
  • Figure 40: Regional breakdown used in this report
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