目次
価格・ご注文についてこの調査レポートは、次世代TV、FTTx動画、3Dテレビなどの今後の台頭が予想される新しいテレビの形態について調査・分析し、2020年までの市場勢力図を提供しています。
This report is a follow-up to an earlier prospective study produced in 2009 and to a series of works on new forms of television (Next Gen TV, Video over FTTx, 3DTV, etc.), and provides readers with a portrait of the industry in 2020, along with original analysis of media companies' responses to the current changes in the marketplace which will have a lasting impact on their positions.
Key Questions
What TV viewing patterns will we see emerge over the long term?
- What impact will connected televisions have?
- Is the TV industry finally on the verge of a major consolidation?
- Can speciality channels hold up against competition from long-tail services on the Web?
- Can TV broadcasters compete with Google, Apple and Sony?
> Market figures for 2010-2020 for each of the countries examined
- Germany, Spain, France, Italy, the UK, the United States
- Time spent watching ? TV reception model ?
Players examined
- National franchises in the United States
- International specialty channels
- Canal+: exporting different levels of expertise
- SET: a global franchise for a generalist channel
- Endemol: internationalized production
- Bloomberg: a multi-platform business/TV/radio/print media/Internet specialty services strategy
- L'Equipe: specialty multi-platform strategy
- Univision: targeted multi-platform strategy
- M6: multi-themed multi-platform strategy
- The top TV broadcasters?f portal integrating social networking
- Hulu: recommendations and social network-agnostic
- Live broadcasting, video service posted by YouTube
- Live Station: aggregating news channel streams
Major strategic directions of development
- Global franchises
- Withdrawal from the generalist model
- Vertical integration with telcos
- Manager of digital home video
- Fall back into programme production
- Online reproduction of the broadcasting model
Evolution of geographical positioning
Evolution of product positioning
Evolution of positioning in the value chain
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TOP
1. Executive Summary
2. Methodology
3. Evolution of viewing habits and of the video industry over the long term
3.1. Environment: a pervasive and globalized Internet
3.2. Changing viewing habits
3.2.1. Evolution of the time spent watching video entertainment
• Growing competition between prime-time TV and prime time Internet
• Stagnation of time spent watching broadcast TV
3.2.2. Segmentation of usage
• Dispersion of broadcast TV audiences
• Ongoing increase in the number of channels
3.2.3. Time-shifted viewing
• Ubiquitous DVRs
• Success of catch-up TV
3.2.4. Growing mobile consumption
• Increase in mobile viewing time
• More roaming than mobile viewing
3.2.5. Interaction with video
• New interfaces
• Internet-inspired services on the TV
3.2.6. Consumers' willingness to pay
• Piracy's constant progress
towards real time
• Pay-TV's digitization increases ARPU
3.2.7. Role played by social networking sites
• Social networking sites:
the Web's top destinations
• Social networking sites
as video sharing platforms
3.2.8. Consumer experience
• Growing segmentation of picture formats
• 3D, complementing HD
3.2.9. Synthesis: long-term video
viewing patterns
3.3. Services and market segments
3.3.1. Summary description of socio-types
• The conservative, The connected roamer, The e-cocooner, The tribal
3.3.2. Service features for each socio-type
• Increase in video viewing time, segmentation, time-shifting,
roaming viewing, interaction with TV content
• Use of social networking sites, piracy and free offers, video experience
3.4. Long-term impact on the video market structure
3.4.1. Decline of managed TV
3.4.2. Piracy contained
3.4.3. More advertising and promotional streams attached to video content
3.4.4. Competition on many fronts in the aggregation market, leading to the end of the widespread exclusivity model (except for premium programmes)
3.4.5. Reorganisation of windows for premium programmes
3.4.6. A globalized content industry
3.4.7. A globalized and consolidated industry
3.4.8. Increased differentiation between networks
3.5. Synthesis: long-term outlook for the video industry
4. Video market development forecasts
5. TV channels' strategic paths
5.1. Evolution of geographical positioning
5.2. Evolution of product positioning
5.3. Evolution of positioning in the value chain
6. Key trends & innovative applications
6.1. Key video consumption trends
6.2. Case studies
6.3. Four ICT usage development scenarios
