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中欧と東欧における有料放送サービス:予測と分析 2014-2019年

Pay-TV services in Central and Eastern Europe: forecasts and analysis 2014-2019

 

出版社 出版年月電子版価格 ページ数
アナリシスメイソン─2015年以前出版レポート
2014年12月US$7,999
ベーシックライセンス
57

PPT and PDF ; Excel

サマリー

この調査レポートは、中欧と東欧の有料放送(ペイテレビ)市場を詳細に調査し、プラットフォーム毎や主要国毎の市場予測や市場動向と促進要因についての解説などを掲載しています。

調査対象国

  1. ブルガリア
  2. チェコ共和国
  3. ハンガリー
  4. ポーランド
  5. ルーマニア
  6. ロシア
  7. トルコ
  8. ウクライナ

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 complement forecasts for traditional pay-TV services with figures for paid-for OTT video services to the TV. This report provides a 5-year forecast of pay-TV households, services, spend and average spend per subscriber (ASPS) in Central and Eastern Europe.

Traditional pay-TV household growth within Central and Eastern Europe as a whole will be relatively modest, amounting to 6.4% between 2014 and 2019.

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 complement forecasts for traditional pay-TV services with top-level figures for paid-for over-the-top (OTT) video services to the TV.

This report provides:

  • forecasts for the number of pay-TV households, services, spend and average spend per subscriber (ASPS)
  • forecasts split by platform: cable (analogue and digital), IPTV, pay DTT, satellite and OTT video services
  • forecasts for 8 individual countries; the Baltics region (Estonia, Latvia and Lithuania); 11 countries that are modelled as the 'rest of Central and Eastern Europe'; and Central and Eastern 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.

Geographical coverage

Forecasts are provided for the following countries.

  • Bulgaria
  • Czech Republic
  • Hungary
 
  • Poland
  • Romania
  • Russia
 
  • Turkey
  • Ukraine

Forecasts are also provided for 3 countries that are modelled as 'the Baltics' (Estonia, Latvia and Lithuania); 11 countries that are modelled as the ‘rest of Central and Eastern Europe’; and Central and Eastern Europe as a whole.

Data coverage

The Excel data annex provides detailed 5-year forecasts of the following key performance indicators (KPIs) in the pay-TV and OTT video services market in Central and Eastern Europe.

KPIs

   Splits
  • pay-TV households
  • household penetration
  • spend
  • average spend per subscriber (ASPS)
 

Platforms:

  • cable (analogue and digital)
  • IPTV
  • pay DTT
  • satellite
  • OTT video to the TV.

 

Pay-TV spend is split into the following categories:

  • linear programming
  • pay-per-view (PPV)/video-on-demand (VoD) services (on-demand content)
  • spend (total)
  • ASPS.
  •  services
 
  • primary pay-TV services
  • secondary pay-TV services.

 



目次

Table of contents

7.Executive summary

8.Executive summary: IPTV and satellite services will drive growth in traditional pay-TV offerings in Central and Eastern Europe

9.Executive summary: OTT video services will account for more than 40% of all secondary pay-TV services in 2019, up from less than 10% in 2014

10.Executive summary: Increased spend on OTT video services and the move to digital cable will boost overall pay-TV spend during the forecast period

11.Recommendations

12.Recommendations [1]

13.Recommendations [2]

14.Recommendations [3]

15.Central and Eastern Europe forecast

16.Cable continues to be the leading pay-TV platform in Central and Eastern Europe, but faces a strong challenge from satellite services

17.Traditional pay-TV services will account for less than 60% of all secondary pay-TV services in 2019, down from more than 90% in 2014

18.OTT video services will account for almost two thirds of pay-TV net additions in Central and Eastern Europe during the forecast period

19.Additional spend on cable services will account for more than 40% of the increase in spending on traditional pay-TV services

20.Increased consumption of on-demand content will bring a well-needed boost to traditional pay-TV ASPS

21.Key country forecasts

22.Czech Republic: Pay-TV household growth will be driven by low-cost satellite services

23.Czech Republic: OTT video services will account for more than 75% of pay-TV net additions during the forecast period

24.Czech Republic: Satellite will continue to account for almost two thirds of traditional pay-TV spending throughout the forecast period

25.Hungary: The number of IPTV households will grow at the expense of other traditional pay-TV platforms

26.Hungary: Increasing take-up of OTT video services will offset the loss of traditional pay-TV services

27.Hungary: The transition from analogue to digital cable services is the main driver behind increased pay-TV spend

28.Poland: The increase in IPTV households will be insufficient to offset the decline of cable and satellite

29.Poland: OTT video services will drive the growth of pay-TV services during the forecast period

30.Poland: Higher spend on digital cable TV services drives increased spend on traditional pay TV

31.Russia: Satellite and IPTV will drive pay-TV household growth

32.Russia: We anticipate strong growth for OTT video services following the enactment of anti-piracy legislation

33.Russia: Cable’s share of pay-TV spend will decline despite a strong boost from analogue-to-digital migration

34.Turkey: Satellite and IPTV services will drive pay-TV household growth

35.Turkey: OTT video services will account for more than 20% of all pay-TV services at the end of the forecast period

36.Turkey: Increased spend on satellite services will be the main driver of growth in pay-TV spend

37.Key trends and their impact on operators

38.Overview of factors and trends that drive or inhibit the market

39.Factors and trends that drive or inhibit the market [1]

40.Factors and trends that drive or inhibit the market [2]

41.Factors and trends that drive or inhibit the market [3]

42.Factors and trends that drive or inhibit the market [4]

43.SWOT analysis for providers of cable TV services

44.SWOT analysis for providers of IPTV services

45.SWOT analysis for providers of pay-DTT services

46.SWOT analysis for providers of satellite TV services

47.SWOT analysis for providers of OTT video services

48.Definitions and scope

49.Our forecasts cover primary and secondary pay-TV services

50.Our spend forecasts focus on linear and on-demand content to the TV set

51.Our definition of OTT video services (to the TV)

52.About the author and Analysys Mason

53.About the author

54.About Analysys Mason

55.Research from Analysys Mason

55.Consulting from Analysys Mason

List of figures

Figure 1: Summary of report coverage

Figure 2: Pay-TV households (primary pay-TV services) by platform, Central and Eastern Europe, 2014 and 2019

Figure 3: Secondary pay-TV services by platform, Central and Eastern Europe, 2014 and 2019

Figure 4: Annual household spend by pay-TV platform, Central and Eastern Europe, 2014 and 2019

Figure 5: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Central and Eastern Europe, 2014?2019

Figure 6: Secondary pay-TV services by platform, Central and Eastern Europe, 2014?2019

Figure 7: Pay-TV services by platform and OTT video penetration, Central and Eastern Europe, 2014?2019

Figure 8: Pay-TV spend by platform and average spend per subscriber on traditional services, Central and Eastern Europe, 2014?2019

Figure 9: Average spend per subscriber by type of traditional pay-TV service, and on-demand services’ share of ASPS, Central and Eastern Europe, 2014?2019

Figure 10: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Czech Republic, 2014?2019

Figure 11: Pay-TV services by platform and OTT video penetration, Czech Republic, 2014?2019

Figure 12: Pay-TV spend by platform and average spend per subscriber on traditional services, Czech Republic, 2014?2019

Figure 13: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Hungary, 2014?2019

Figure 14: Pay-TV services by platform and OTT video penetration, Hungary, 2014?2019

Figure 15: Pay-TV spend by platform and average spend per subscriber on traditional services, Hungary, 2014?2019

Figure 16: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Poland, 2014?2019

Figure 17: Pay-TV services by platform and OTT video penetration, Poland, 2014?2019

Figure 18: Pay-TV spend by platform and average spend per subscriber on traditional services, Poland, 2014?2019

Figure 19: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Russia, 2014?2019

Figure 20: Pay-TV services by platform and OTT video penetration, Russia, 2014?2019

Figure 21: Pay-TV spend by platform and average spend per subscriber on traditional services, Russia, 2014?2019

Figure 22: Pay-TV households (primary pay-TV services) by platform, and penetration of traditional and OTT services, Turkey, 2014?2019

 

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