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커넥티드 TV : OTT 비디오 개발 가속화

Connected TV: Accelerating the Development of OTT Video

리서치사 IDATE DigiWorld
발행일 2016년 04월 상품 코드 268455
페이지 정보 영문 59 Pages
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커넥티드 TV : OTT 비디오 개발 가속화 Connected TV: Accelerating the Development of OTT Video
발행일 : 2016년 04월 페이지 정보 : 영문 59 Pages

커넥티드 TV 시장은 주문형 시청(On-demand Viewing)과 지속중인 컨텐츠와 서비스 통합에 의해 시장 발전이 새로운 단계를 맞이하고 있습니다.

커넥티드 TV(Connected TV) 시장에 대해 조사 분석했으며, 주요 동향, 활동, 업계 단체, SWOT 분석, 시장 전망 등의 정보를 전해드립니다.

제1장 주요 요약

제2장 조사 방법과 정의

제3장 시장 구조와 주요 요인

  • 커넥티드 TV 시장
  • 주요 기술

제4장 업계 단체와 전략

  • 가전 제조업체
  • TV 업계 관련 기업
  • 인터넷 기업
  • 유통 체인
  • 전략적 분석

제5장 커넥티드 TV 시장 시나리오

  • 시장을 형성하는 2대 분열
  • 정의와 필요 조건
  • 시나리오의 영향

도표

LSH 16.04.22

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

New players, new solutions... the connected TV market continues to evolve against a backdrop of consolidation for on-demand TV services and the never-ending enhancement of available products.

Our new report on the connected TV market presents readers with the latest industry trends and explores the initiatives being taken by CE, TV and Internet sector players. It also delivers a detailed SWOT analysis for each type of stakeholder, and concludes with three market scenarios for 2025, complete with figures on market value, and a breakdown of screen time by type of device depending on which sector dominates the future ecosystem.

Table of Contents

1. Executive Summary

2. Methodology & definitions

  • 2.1. General methodology of IDATE's reports
  • 2.2. Methodology specific to this report
  • 2.3. The connected TV environment

3. Market structure & key factors

  • 3.1. The connected TV market
    • 3.1.1. Market background
    • 3.1.2. The smartphone and tablet segment
    • 3.1.3. Connected TV ecosystem
  • 3.2. Key technologies

4. Industry organisation and strategy

  • 4.1. Consumer electronics companies
    • 4.1.1. Television manufacturers
    • 4.1.2. Makers of intermediate streaming and media devices
  • 4.2. TV industry players
    • 4.2.1. Content producers, broadcasters and pay-TV providers
    • 4.2.2. Network operators and pay-TV providers
  • 4.3. Internet companies
    • 4.3.1. Internet giants
    • 4.3.2. OTT pure-players' VOD services
  • 4.4. The distribution chain
  • 4.5. Strategic analysis
    • 4.5.1. TV market players
    • 4.5.2. CE market players
    • 4.5.3. Internet companies

5. Market scenarios for connected TV in 2025

  • 5.1. Two core disruptions shaping the market between now and 2025
    • 5.1.1. Rate of spending on IP networks and infrastructure
    • 5.1.2. How much viewing becomes an individual pastime
  • 5.2. Definition and qualification of the three scenarios for 2025
  • 5.3. Impact of the three connected TV scenarios

List of Tables

  • Table 1: Video services available on the different connected TV devices
  • Table 2: SWOT analysis of TV industry players in the connected TV environment
  • Table 3: SWOT analysis of CE market players in the connected TV environment
  • Table 4: SWOT analysis of Internet companies in the connected TV environment
  • Table 5: Conditions enabling the three scenarios
  • Table 6: Hypotheses for viewing habits and the OTT video market up to 2025

List of Figures

  • Figure 1: Growth of connectable TV shipments (to retailers) in Europe, 2010 2015
  • Figure 2: Tutorial for connecting an LG TV to the Internet (platform WebOS)
  • Figure 3: Installed base of streaming devices in Europe and worldwide, 2010-2015
  • Figure 4: Growth of VOD service revenue in Europe, 2010-2015
  • Figure 5: Growth of SVOD service revenue in Europe, 2010-2015
  • Figure 6: Tablet owners' use of OTT video services in a selection of countries, October 2015
  • Figure 7: Casting from a smartphone or a tablet to a TV set
  • Figure 8: Current rate and increase in the use of streaming on smartphones and tablets, in 2015
  • Figure 9: Recommendations from CanalPlay, SVOD for iPad users
  • Figure 10: Live recommendation engine on Comcast's X1
  • Figure 11: Type of content watched on connected TVs in a selection of countries, October 2015
  • Figure 12: Installed base of smartphones, tablets and computers in Europe, 2010-2015
  • Figure 13: Type of content watched on tablets in a selection of countries, October 2015
  • Figure 14: Percentage of people in the UK who use their smartphones while watching a film or TV, in 2015
  • Figure 15: Voice control function on Amazon Fire TV devices
  • Figure 16: Using a smart watch to control Com Hem TiVos
  • Figure 17: Managing the home using a Samsung Smart TV
  • Figure 18: Popularity of streaming and pay-TV services amongst users in the United States according to age group, November 2014
  • Figure 19: Growth of Netflix's global footprint between April 2015 and January 2016
  • Figure 20: Growth of broadband subscribers worldwide, 2009-2015
  • Figure 21: Recommended Internet speeds for OTT streams, depending on quality
  • Figure 22: Engagement reduction due to buffering, 2011-2014
  • Figure 23: Expected gains in compression from HEVC
  • Figure 24: Firefox OS TV platform
  • Figure 25: Partnership between TV manufacturers and Netflix for labelling TVs that provide easy access to the SVOD service
  • Figure 26: The WebOS 3.0 TV platform
  • Figure 27: The Smart Hub (Tizen) TV platform with the Time Warner Cable app
  • Figure 28: Playstation Now targeting multiple devices
  • Figure 29: Smart TV Roku - TCL partnership
  • Figure 30: Interface for the Channel Master hybrid terrestrial DVR
  • Figure 31: Evolution of Roku devices
  • Figure 32: Apple TV 4
  • Figure 33: How HbbTV 2.0 works
  • Figure 34: The YouView hybrid broadcast/broadband solution
  • Figure 35: Users' perceptions of the role of the BBC iPlayer versus Netflix
  • Figure 36: Accessing the EPG, catch-up TV and Arte Concert via HbbTV
  • Figure 37: Accessing services using the BBC's "Red Button+ "
  • Figure 38: The Salto start-over service for HbbTV devices
  • Figure 39: HBO's multiple device plan
  • Figure 40: Premium Play
  • Figure 41: RDK architecture
  • Figure 42: Fransat by Samsung: device/platform integration
  • Figure 43: Comcast's Stream offering
  • Figure 44: OTT services integrated into the BMW ConnectedDrive platform
  • Figure 45: Horizon TV
  • Figure 46: The TV d'Orange streaming stick
  • Figure 47: Sky's Now TV streaming box
  • Figure 48: The Movistar TV with built-in DVR
  • Figure 49: Nexus Player from Google, in partnership with Asus
  • Figure 50: Amazon Fire TV Stick
  • Figure 51: Market share for the different smartphone OS in France, in 2015
  • Figure 52: Amazon's Streaming Partners Program
  • Figure 53: Android TV on a Nexus Player
  • Figure 54: Trial for a central video button on the Facebook app
  • Figure 55: Microsoft's single platform strategy
  • Figure 56: Netflix: a platform and device-agnostic OTT video service
  • Figure 57: How a selection of players are positioned along the distribution chain
  • Figure 58: Examples of possible partnerships between the different industries
  • Figure 59: Defining the scenarios for connected TV in 2025
  • Figure 60: How the three scenarios will impact the connected TV market up to 2025

Liste of players

  • Apple
  • Amazon
  • BBC
  • Comcast
  • Deutsche Telekom
  • Facebook
  • France Télévisions
  • Google
  • HBO
  • Liberty Global
  • LG Electronics
  • Mediaset
  • Microsoft
  • Netflix
  • Orange
  • Roku
  • Samsung
  • Sony
  • Telefónica
  • Sky
  • TCL

Slideshow contents

The connected TV market continues to evolve

  • Progress made by connected TVs and connected devices
  • Multiple devices being used to access connected video
  • Connected TV and the rise of the companion screen
  • Connected TVs opening up a host of possibilities
  • Regulator-ordered open interfaces could be a game-changer for connected TV

Industrial organisation

  • CE suppliers changing tack
  • TV industry making up for lost time
  • Internet heavyweights entering the connected TV fray
  • Result: coopetition between TV, CE and Internet players over connected TV distribution

Strategic organisation

  • CE suppliers working to avoid becoming commodities
  • A major challenge ahead for the TV industry
  • Internet leaders also want control of your TV

Connected TV market scenarios: 2025

  • Defining the scenarios for 2025
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