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西欧における有料放送とOTTビデオサービス:2013年から2018年までの予測と分析

Pay-TV and OTT video services in Western Europe: forecasts and analysis 2013?2018

 

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
2013年8月US$7,999
ベーシックライセンス (PPT+PDF+Excel)
60

サマリー

この調査レポートは、西欧諸国における有料放送とOTTビデオサービス市場を調査し、2018年までの予測結果を掲載しています。

主な掲載内容

  • 有料放送加入世帯数、サービス、支出、加入者一人当たりの平均支出の予測
  • プラットフォーム毎の予測 - ケーブル、IPTV、有料DTT、英紙、有料地上波アナログ、OTTサービス
  • 10ヶ国の国別予測
  • 重要動向と促進要因の概要
  • 主要国の市場概観

調査対象国

  1. デンマーク
  2. フィンランド
  3. フランス
  4. ドイツ
  5. イタリア
  6. オランダ
  7. ノルウェー
  8. スペイン
  9. スウェーデン
  10. 英国

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.

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.

KPIs

   Split 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.

 



目次

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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