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유료 TV : 코드 커팅 현상에 직면하기 위한 전략

Pay-TV: Strategies to Face with the Cord-cutting Phenomenon

리서치사 IDATE DigiWorld
발행일 2016년 12월 상품 코드 409988
페이지 정보 영문 35 Pages
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유료 TV : 코드 커팅 현상에 직면하기 위한 전략 Pay-TV: Strategies to Face with the Cord-cutting Phenomenon
발행일 : 2016년 12월 페이지 정보 : 영문 35 Pages

미국 및 유럽의 코드 커팅 현황 및 향후 전망에 대해 조사했으며, 시청자가 기존 유료 TV 플랜을 해지하는 주요 이유의 배경에 있는 요인, 유료 TV 프로바이더 및 브로드캐스터의 코드 커팅 현상에 대한 대응 또는 비지니스에 미치는 영향을 최소한으로 하는 방법 등의 정보를 전해드립니다.

제1장 주요 요약

제2장 조사 방법과 정의

제3장 주요 시장의 유료 TV 상황

  • 미국의 유료 TV 시장
  • 유럽의 유료 TV 시장
  • OTT 시장의 발전

제4장 코드 커팅의 주요 인센티브

  • 높은 유료 TV 가입료
  • OTT 비디오 서비스
  • 낮은 OTT 서비스 참여 장벽
  • 더욱 편재화하는 고속 액세스가 OTT의 잠재 시장을 확대
  • 성숙하고 있는 커넥티드 TV

제5장 유료 TV 프로바이더 및 브로드캐스터의 대응

  • 제품 다양화
    • 오퍼레이터 및 유료 TV 프로바이더의 새로운 비디오 서비스 개시
    • DTC(소비자용) 유통에 관련된 프리미엄 채널
    • 티어드 패키지 계획
  • TV 제품의 강화
    • 기존 플랜의 개선
    • 사용자 경험의 개선
    • 서드파티 OTT 비디오 서비스의 편입

제6장 전망

  • 신세대는 이미 온라인 비디오 습관이 몸에 베어
  • 성숙 시장에서 코드 커팅은 가속하기 시작
  • 코드 커팅은 유럽 시장에 영향을 미칠 것인가?
  • 코드 쉐이빙은 큰 위협이 될 것인가?
  • 몇개의 오퍼레이터는 덤 파이프(Dumb Pipe) 전략을 채용
  • 새로운 큐레이터

도표

KSM 17.01.18

This report delivers a status update on cord-cutting in the United States and in Europe, along with a future outlook.

It analyses the different ways that pay-TV markets on either side of the Atlantic are evolving, and the progress being made by OTT services.

It identifies the factors behind viewers' key reasons for cancelling their traditional pay-TV plans.

It also explores how pay-TV providers and top broadcasters are responding to battle against the cord-cutting phenomenon, or at least minimise its impact on their business.

Lastly, it delivers insights into how this phenomenon is likely to unfold over time.

Table of Contents

1. Executive Summary

2. Methodology & definitions

  • 2.1. General methodology of IDATE's reports
  • 2.2. Definitions

3. State of pay-TV in the main markets

  • 3.1. The pay-TV market in the United States
  • 3.2. The pay-TV market in Europe
  • 3.3. The OTT market's development

4. The key incentives for cord-cutting

  • 4.1. High pay-TV subscription prices
  • 4.2. OTT video services: an increasingly credible alternative
  • 4.3. Low barriers to entry for OTT services
  • 4.4. Increasingly ubiquitous high-speed access broadens OTT's potential market
  • 4.5. Connected TV nearing maturity

5. How pay-TV providers and broadcasters are responding

  • 5.1. Product diversification
    • 5.1.1. Launch of new video services by operators and pay-TV providers
    • 5.1.2. Premium channels engaging in direct to consumer distribution (DTC)
    • 5.1.3. Tiered package initiatives
  • 5.2. Enhancing TV products
    • 5.2.1. Improve existing plans
    • 5.2.2. Improve the user experience
    • 5.2.3. Incorporating third-party OTT video services

6. Outlook

  • 6.1. New generations have already adopted online video habits
  • 6.2. Cord-cutting set to accelerate in mature markets
  • 6.3. Will cord-cutting impact European markets?
  • 6.4. Will cord-shaving prove a greater threat?
  • 6.5. Some operators opting for a dumb pipe strategy
  • 6.6. The new curators

Tables

  • Table 1: Selection of pay-TV providers that have partnership with Netflix

Figures

  • Figure 1: Growth of pay-TV households in the United States, 2008-2016
  • Figure 2: Evolution of pay-TV subscriptions in the United States by access system, 2008-2016
  • Figure 3: Growth of pay-TV households in Europe, 2008-2016
  • Figure 4: Evolution of SVoD services in the United States between Q3 2013 and Q3 2016
  • Figure 5: Percentage of people in the UK who have used a popular VoD service in the past month
  • Figure 6: Change the distribution VoD revenue in France by type of transaction, 2012-2016
  • Figure 7: Evolution of VoD rentals in France and in the United States
  • Figure 8: Percentage of SVoD customers in the UK, who subscribe to a pay-TV plan, end of 2015
  • Figure 9: Evolution of monthly cable subscription fees in the United States compared to the expected increase due to inflation, 2000-2015
  • Figure 10: Most common reasons for cancelling a pay-TV subscription in North America, Q3 2016
  • Figure 11: Reasons why consumers use OTT services in North America, Q3 2016
  • Figure 12: Monthly price of SVoD in North America, 2014-2016
  • Figure 13: vMVPD service, Sling TV
  • Figure 14: Progress in broadband access around the world, 2009-2015
  • Figure 15: Amazon Fire TV Stick
  • Figure 16: Ownership rates for connected devices on the rise, in North America, Q3 2016
  • Figure 17: Main reasons for dissatisfaction amongst cable/satellite subscribers in North America, Q3 2016
  • Figure 18: Possible positioning for pay-TV providers' new paid video services
  • Figure 19: DirecTV Now packages
  • Figure 20: Promotion DirecTV Now - Apple TV
  • Figure 21: Canal+ launches OTT services for personal devices
  • Figure 22: Comcast's limited basic TV plan in the United States
  • Figure 23: Comcast's “Internet Plus” double play bundle
  • Figure 24: Verizon skinny bundles
  • Figure 25: Consumer interest in à la carte pay-TV packages in North America, Q3 2016
  • Figure 26: Change is Comcast's subscriber mix between 2013 and 2016
  • Figure 27: DirecTV's premium package
  • Figure 28: Example of viewing suggestions from the Bbox (Bouygues Telecom)
  • Figure 29: Example of voice recognition on the remote (Comcast)
  • Figure 30: Impact of age on cord-cutting in the United States, March 2016
  • Figure 31: The devices most cherished by younger generations in the UK, 2015 and 2016
  • Figure 32: The devices most cherished by younger generations in the UK, by age, in 2016
  • Figure 33: Weekly media consumption in the UK,, inside and outside the home, in 2016
  • Figure 34: Current percentage of non-subscribers in the United States who recently cancelled their subscription in North America, Q3 2016
  • Figure 35: Subscribers in Nordic countries' intention to cancel or downgrade their pay-TV subscription in the next 12 months, 2013 and 2014
  • Figure 36: Services/features that cord-shaving customers in the United States cancel from their cable or satellite TV subscription, in North America, Q3 2016 and Q2 2016
  • Figure 37: Consumers feel increasingly overwhelmed by the number of channels available in North America, Q3 2016
  • Figure 38: Universal search feature on the new Apple TV

Companies referenced in the report

  • ABC
  • AfroStream
  • Amazon Prime Video
  • Apple
  • AT&T DirecTV
  • Canal+
  • CanalPlay
  • CBS
  • CBS All Access
  • Comcast
  • Comcast Stream
  • Cstream
  • DirecTV Now
  • Dish
  • ESPN
  • Fox
  • HBO
  • HBO Now
  • Hulu
  • iTunes
  • KPN Play
  • NBC
  • Netflix
  • SFR Play
  • SFR-Numericable
  • Showtime
  • Sky UK
  • Sling TV
  • Verizon

Slideshow contents

State of pay-TV in the main markets

  • The pay-TV market in the United States and Europe
  • The OTT market's development
  • The key incentives for cord-cutting

How pay-TV providers and broadcasters are responding

  • Diversifying product lines
  • Enhancing TV products
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