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중유럽 및 동유럽의 유료 TV 및 OTT 비디오 시장 동향과 예측(2019-2024년)

Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2019-2024

리서치사 Analysys Mason
발행일 2019년 11월 상품 코드 565349
페이지 정보 영문 16 Slides
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중유럽 및 동유럽의 유료 TV 및 OTT 비디오 시장 동향과 예측(2019-2024년) Pay TV and OTT Video in Central and Eastern Europe: Trends and forecasts 2019-2024
발행일 : 2019년 11월 페이지 정보 : 영문 16 Slides

중유럽·동유럽 지역의 유료 TV(Pay TV) 및 OTT 비디오(OTT Video) 서비스에 대한 소비자 지출 총액은 2019년의 23억 유로에서 2024년에는 95억 유로로 증가할 것으로 예측됩니다.

중유럽·동유럽 지역의 유료 TV 및 OTT 비디오 시장을 조사했으며, 유료 TV 세대 수·접속 수의 추이와 예측, 액세스 기술별 내역, OTT 비디오 사용자 수의 추이와 예측, 각종 종류별 내역, 리테일 매출의 추이와 예측, 지역 및 국가별 주요 동향 분석 등을 정리하여 전해드립니다.

조사 데이터

  • 유료 TV 세대 수·접속 수 : 액세스 기술별
    • 케이블(아날로그·디지털·CATV)
    • IPTV
    • 유료 DTT
    • 위성(DTH)
    • 오퍼레이터 OTT
    • 서드파티 OTT
  • OTT 비디오 사용자 수
    • 선형 - 채널(유료·무료)
    • 선형 - 이벤트
    • TVoD -(렌탈·소유)
    • SVoD(유료·무료)
  • 리테일 매출
  • ASPU

개별 조사 대상국

  • 불가리아
  • 크로아티아
  • 체코
  • 에스토니아
  • 헝가리
  • 라트비아
  • 리투아니아
  • 몬테네그로
  • 폴란드
  • 루마니아
  • 러시아
  • 슬로바키아
  • 터키
KSA 19.12.10

이 페이지에 게재되어 있는 내용은 최신판과 약간 차이가 있을 수 있으므로 영문목차를 함께 참조하여 주시기 바랍니다. 기타 자세한 사항은 문의 바랍니다.

"The total consumer spend on pay-TV and OTT video services in Central and Eastern Europe will grow from EUR2.3 billion in 2019 to EUR9.5 billion in 2024."

Operators and pay-TV providers in Central and Eastern Europe will capture EUR1.1 billion of new retail revenue growth by 2024. This report provides an outlook of these growth opportunities and the change in service mix as customers increasingly engage with OTT video services.

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

Geographical coverage and key metrics:

Geographical coverageKey performance indicators

  Region modelled

  • Central and Eastern Europe

  Countries modelled individually

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia (NEW)
  • Hungary
  • Latvia (NEW)
  • Lithuania (NEW)
  • Montenegro (NEW)
  • Poland
  • Romania
  • Russia
  • Slovakia
  • Turkey
  • 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

  • 7. Executive summary
  • 8. Traditional pay-TV and operator OTT retail revenue will grow by over EUR1.1 billion between 2019 and 2024; 62% of that growth will be from operator OTT services
  • 9. IPTV and operator OTT revenue gains will more than offset the revenue declines caused by a decrease in the number of satellite and pay-DTT subscriptions
  • 10. Both traditional pay-TV and OTT video services will grow in value across almost all countries; the Turkish market will continue to grow most rapidly
  • 11. Regional trends
  • 12. Geographical coverage: Turkey, Poland and the Baltics will be particularly strong markets for operator OTT video services
  • 13. Traditional pay TV will still account for the majority of revenue in CEE between 2019 and 2024 but operator OTT revenue will grow rapidly while satellite revenue declines
  • 14. The value of OTT video is constrained by low-priced traditional services and high piracy levels, but the overall retail revenue will still almost triple during 2019-2024
  • 15. IPTV will offset losses in the number of cable and satellite connections, but operator OTT video services will generate major user base growth between 2019 and 2024
  • 16. OTT video take-up in CEE is accelerating; linear channel services will keep pace with SVoD during the period in terms of subscriber base and revenue growth
  • 17. Country-level trends
  • 18. Czech Republic: the traditional pay-TV market is in decline, but it will return to growth after 2021 as low-price, pay-lite services gain traction
  • 19. Czech Republic: operator OTT video services will thrive, partly due to operators' purchase of sports rights
  • 20. Poland: the number of IPTV connections will grow significantly, driven by fibre, bundling and satellite users' migration to IP-based solutions
  • 21. Poland: the take-up of OTT video grew in 2018 and 2019; both operators and third-party providers will drive significant user base growth until 2024
  • 22. Russia: cable-to-IPTV substitution, plus new users of affordable services, will lead to an increase in the number of IPTV connections and the total market
  • 23. Russia: the take-up of OTT video services is accelerating; many operators have launched their own services
  • 24. Turkey: OTT video now accounts for more subscriptions than traditional pay TV; telecoms operators are dominating the pay-TV market
  • 25. Turkey: linear OTT video services will continue to dominate the Turkish market in terms of subscriptions and revenue
  • 26. Forecast methodology and assumptions
  • 27. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
  • 28. How we classify OTT video services in this forecast
  • 29. Further definitions
  • 30. About the authors and Analysys Mason
  • 31. About the authors
  • 32. Analysys Mason's consulting and research are uniquely positioned
  • 33. Research from Analysys Mason
  • 34. Consulting from Analysys Mason

List of Figures

  • Figure 1: Traditional pay-TV and OTT retail revenue and ASPU, Central and Eastern Europe, 2016--2024
  • Figure 2: Change in pay-TV and OTT video retail revenue by service type, Central and Eastern Europe, 2019--2024
  • Figure 3: Contribution of traditional pay TV and OTT video to the total change in retail revenue in Central and Eastern Europe, 2019--2024
  • Figure 4: Household penetration of pay TV and of operator OTT by country, Central and Eastern Europe, 2024
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, Central and Eastern Europe, 2016--2024
  • Figure 6: Pay-TV spend and CAGRs by service type, Central and Eastern Europe, 2019--2024
  • Figure 7: Pay-TV connections and CAGRs by service type, Central and Eastern Europe, 2019--2024
  • Figure 8: OTT video retail revenue by service type and blended ASPU, Central and Eastern Europe, 2016--2024
  • Figure 9: OTT video users and growth rates by service type, Central and Eastern Europe, 2019--2024
  • Figure 10: OTT video spend and growth rates by service type, Central and Eastern Europe, 2019--2024
  • Figure 11: Pay-TV connections and ASPU by access technology, Central and Eastern Europe, 2016--2024
  • Figure 12: OTT video users by business model, Central and Eastern Europe, 2016--2024
  • Figure 13: Pay-TV connections and OTT video users by access technology, Czech Republic, 2016--2024
  • Figure 14: Retail revenue by OTT video service type, and ASPU, Czech Republic, 2016--2024
  • Figure 15: Number of users by service type, Czech Republic, 2016--2024
  • Figure 16: Pay-TV connections and OTT video users by access technology, Poland, 2016--2024
  • Figure 17: Retail revenue by OTT video service type, and ASPU, Poland, 2016--2024
  • Figure 18: Number of users by service type, Poland, 2016--2024
  • Figure 19: Pay-TV connections and OTT video users by access technology, Russia, 2016--2024
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Russia, 2016--2024
  • Figure 21: Number of users by service type, Russia, 2016--2024
  • Figure 22: Pay-TV connections and OTT video users by access technology, Turkey, 2016--2024
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Turkey, 2016--2024
  • Figure 24: Number of users by service type, Turkey, 2016--2024
  • Figure 25: Scope of our spend forecasts
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