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この調査レポートは、様々な機器において視聴が可能なテレビチャンネルのポジショニング戦略を分析しています。

Drawing on a large body of case studies, this report analyses TV channels’ positioning strategies at a time when the variety of potential viewing screens, both fixed and mobile, is increasing steadily. Now become mainstay devices, these new screens are offering TV networks an opportunity to reuse their content and to offer new or derivative content while keeping up with viewers’ changing habits.

Key Questions

• How are channels reacting to rapidly changing viewing habits?
• What roles are the computer and the mobile playing in the distribution of video content?
• What of the fourth screen? What role do mobile devices play in TV channels’ strategies?
• Does a quadruple screen strategy hold the same appeal for public, commercial and pay-TV channels?
• What are the main services and content on offer? How do the different platforms complement, copy and compete with one another?

> This report is part of IDATE’s World Next Gen TV Market watch service which includes a database, spotlight reports, monthly insights and a hotline

Players examined

Public channels

• ARD-ZDF 
• BBC 
• France Televisions 
• Rai 

Commercial Channels

• ABC 
• Grupo Antena 
• Fox 
• ITV 
• M6 
• Mediaset 
• NBC 
• ProSiebenSat1 
• RTL 
• TF1 

Pay-TV providers

• Canal+ 
• HBO 
• Sky Deutschland 
• Sky Italia 
• Sky

The following information is provided for each player:

• diversification issues
• diversification revenue
• summary of diversification activities
• programme diversification
• complementary content diversification
• key partnerships for their diversification policy

目次

1. Executive Summary 

1.1. Central role of the PC 
1.2. Mobile’s first tentative forays
1.3. Early days on other devices
1.4. How channels are rising to the quadruple-screen challenge

2. Methodology 

3. Changing viewing habits 

3.1. Rise of time-shifted viewing
3.2. Accessing content on new screens
3.3. Competing with the Web and other types of content for viewers’ time 
3.4. A shift to ubiquitous roaming?

4. Channels’ necessary adaptation to changing habits

4.1. Big channels losing viewers 

• Overall viewership holding steady... 
• ... but decreasing in certain target markets 
• Top generalist channels the victims of audience fragmentation

4.2. Increasing pressure on the TV advertising market 

• Phenomenon linked to the current economic climate amplifying the structural decline
• Varying impact depending on the type of channel
• The Internet’s ongoing momentum likely to interest TV channels whose growth rates have flattened

4.3. Reacting to a saturated pay-TV customer base

• The sector’s misleading growth 
• Churn and/or customer acquisition rates tending to rise

5. Strategies being deployed by the channels 

5.1. Synthesis
5.2. Public broadcasters
5.3. Commercial broadcasters
5.4. Pay-TV providers

Tables & Figures

Tables

Table 1: TV channels’ presence on the computer 
Table 2: TV channels’ presence on mobiles 
Table 3: TV channels’ presence on other devices (connected televisions, home and handheld game consoles, portable media players...) 
Table 4: Change in average TV viewing time in France 
Table 5: Change in TV channels’ ad revenue in the main Western markets between 2006 and 2014 
Table 6: Evolution of the churn rate for a selection of pay-TV providers
Table 7: Growth of customer acquisition costs 
Table 8: Comparison of TV channels’ main paths of diversification 
Table 9: Public broadcasters’ strategic positioning for each screen 
Table 10: ARD and ZDF’s TV revenue 
Table 11: Breakdown of ZDF’s revenue 
Table 12: Average annual audience share for the BBC’s main channels 
Table 13: Share of turnover generated by the BBC’s diversified activities
Table 14: Breakdown of the revenue earned by the BBC’s "Digital Media" division, by activity 
Table 15: France Televisions group’s revenue structure 
Table 16: Average annual audience share for the RAI’s three main channels 
Table 17: Breakdown of the RAI group’s revenue 
Table 18: Revenue generated by the RAI group’s online activities 
Table 19: Commercial broadcasters’ strategic positioning for each screen 
Table 20: Share of the Walt Disney Company’s turnover generated by its diversified activities 
Table 21: Average annual audience share for Antena 3 
Table 22: Share of the Antena 3 group’s revenue generated by TV
Table 23: Share of Antena 3 TV revenue generated by the company’s diversified activities
Table 24: Percentage of News Corp. revenue generated by its TV business
Table 25: Growth of ITV’s average annual audience share 
Table 26: Share of ITV’s turnover generated by its diversified activities
Table 27: Breakdown of the ITV group’s online revenue
Table 28: Average annual audience share for channels M6 and W9 
Table 29: Breakdown of the M6 group’s revenue 
Table 30: Percentage of the M6 group’s diversified revenue generated by its Interactivity division 
Table 31: Share of turnover generated by the Mediaset’s diversified activities 
Table 32: Revenue and ARPU generated by Mediaset’s Premium On Demand service 
Table 33: Percentage of General Electric’s total revenue generated by NBC Universal 
Table 34: Breakdown and location of ProSiebenSat1 revenue 
Table 35: Share of ProSiebenSat1 turnover generated by its diversified activities 
Table 36: Average annual audience share for the RTL group’s main channels 
Table 37: Percentage of the group’s revenue generated by its TV business 
Table 38: Percentage of the group’s total TV and radio revenue that is generaetd in Germany 
Table 39: Revenue generated by Mediengruppe RTL Deutschland 
Table 40: Percentage of the TF1 group’s revenue generated by TV advertising 
Table 41: Breakdown of the TF1 group’s broadcasting revenue in France 
Table 42: Pay-TV providers’ strategic positioning for each screen 
Table 43: Growth of Canal+ subscribers and churn rate 
Table 44: Growth of the Canal+ channel’s average annual audience share 
Table 45: Share of Canal+ turnover generated by the group’s diversified activities 
Table 46: HBO subscriber numbers and the network’s rate of penetration in TV households in the US
Table 47: Share of Time Warner revenue generated by its TV networks 
Table 48: Breakdown of the Time Warner group’s TV networks’ revenue 
Table 49: Quarterly growth of Sky Deutschland ARPU 
Table 50: Breakdown of the Sky Deutschland group’s revenue 
Table 51: Growth of Sky Italia subscribers and churn rate 
Table 52: Percentage of News Corp revenue generated by diversification 
Table 53: Breakdown of the Sky group’s revenue 

Figures

Figure 1: PVR penetration rate in TV households in the United States, France and the UK 
Figure 2: Growth in the number of on-demand audiovisual media services in Europe, by type of network
Figure 3: Evolution in average live and time-shifted viewing time in the United States
Figure 4: Growth of catch-up TV users in France 
Figure 5: Growth of of the number of programme reruns on the main catch-up TV services in France, in 2009 
Figure 6: Evolution of online and mobile video viewing in the United States 
Figure 7: Growth of 3G mobile subscriber numbers in Europe and in the United States 
Figure 8: Growth of the number of subscribers equipped to receive mobile broadcast TV in Europe and in the United States 
Figure 9: TV and video-compatible iPod Touch, PSP Go and Archos 8 Home Tablet devices 
Figure 10: Growth of the number of monthly UV coming from the United States on Facebook, MySpace and Twitter 
Figure 11: Growth of the number of monthly unique page views and videos watched 
Figure 12: Number of videos and subscribers to the YouTube channels operated by the main TV networks in the United States, the UK and Spain
Figure 13: Comparative growth of media and non-media on the Internet in the United States and in Europe 
Figure 14: Growth of the number of people in the United States who use their mobile phone to watch videos: 2008-2009 
Figure 15: The most popular mobile TV channels on Orange UK, Q4 2009 
Figure 16: The most downloaded mobile videos on Orange UK, Q4 2009
Figure 17: Survey result: How interested are you in mobile TV and video? 
Figure 18: Survey result: Have you used your carrier's mobile TV and/or video service? 
Figure 19: Impact of the iPhone on mobile Internet use in the United States 
Figure 20: Comparison of the use of advanced servcies by iPhone users, smartphone users and  all mobile users combined in the UK, January 2009 
Figure 21: Growth of mobile IP traffic, 2008-2013 
Figure 22: iPhone sales by country 
Figure 23: The iPhone’s share of the smartphone segment, by country 
Figure 24: iPhone applications that offer video from the top American TV networks 
Figure 25: Evolution of the total TV audience in the main European markets 
Figure 26: Evolution of the top TV channels’ audience share in the main European markets 
Figure 27: Evolution of the respective share of national advertising monies allocated to television, the Internet and other media, by country 
Figure 28: Number of videos delivered on the BBC iPlayer service per month, January 2008-December 2009 
Figure 29: Average annual audience of the France TV group’s main channels 
Figure 30: Growth of online ad revenue generated by the itv.com portal 
Figure 31: Positionnement des sites Internet du groupe RTL in Germany 
Figure 32: Comparison of the average annual audience share for TF1 and free to air DTT channels in France 
Figure 33: Evolution of the TF1 group’s TV ad revenue
Figure 34: Number of unique page views a month for a selection of the TF1 group’s URLs
Figure 35: Sky satellite pay-TV subscribers in the UK and in Ireland
Figure 36: Sky’s annual churn and ARPU

テレビのチャンネルの多様化戦略

2010年9月20日
フランスの調査会社イダテ社の調査レポート「マルチスクリーン時代のテレビチャンネル戦略調査 ー TV channels' quadruple screen strategies: Which services for which screen?」は、４つの画面で提供される多くの革新的なサービスの様々な戦略の多くのケーススタディを描き出している。従来のテレビ、パソコン、モバイル、タブレットなどのネット接続デバイスなどの様々な画面で、多くの革新的なサービスが日々始まっている。この調査レポートは、世界の主な視聴覚市場の主要な企業の動向を概説している。

「テレビチャンネルは、消費者の最新の動向に左右されている。PCは、テレビチャンネルが消費者との関係を維持する最も重要なメディアである。チャンネル戦略にとってそれに次いで重要なのが携帯電話で、彼らは他のメディアにはほとんど重きをおかない。様々なメディアデバイスの順位が、消費者の動向を反映している」と、イダテ社のFlorence Le Borgne氏はコメントしている。

PCの中心的役割

テレビの代替メディアの中でも、PCは疑いようもなく最も一般的なテレビチャンネルで、視聴者との関係を維持している。成熟した主要なテレビ市場においても、そのすべてがインターネットをとりいれ、さらに洗練されたコンテンツを提供している。

PCのキャッチアップテレビは、現在無料チャンネルで広汎に取り入れられている(提供していないのはRAIとFoxだけ)。一方、有料テレビのオペレータは、この流れには消極的であるようだ。オペレータ調査においては、Canal+とHBOだけがこのサービスを加入者に提供している。

無料テレビオペレータでも有料テレビオペレータでも、ビデオオンデマンドやアーカイブサービスには積極的である。その他には、テレビ番組やテレビ放送番組から抜粋した短いビデオによるマルチメディア情報のインターネットポータルへの掲載がある。
(後略)

(原文)
Innovating media services on PC
TV channels' quadruple screen strategies

20/09/2010
IDATE analyses within its recent study “TV channels’ quadruple-screen strategies” the different strategies to widespread innovating services on the four screens, illustrated by a large body of case studies. Plenty of innovating services are launched every day on the different screens – classic TV, PC, Mobile and connected devices like tablets. This study allows a global overview of the key players’ choices in the main audiovisual markets.

“The decisions made by TV channels appear perfectly consistent with current consumer behaviours.”, comments Florence Le Borgne, director of the TV & Digital Content Business Unit at IDATE. ”PCs are therefore the main media that TV channels are embracing to maintain the relationship with their audiences. Mobile phones remain a second priority in channels’ strategies, while they show little or no interest in the other media devices. This hierarchy between the different media devices reflects the priorities given by the consumers themselves.”

The central role of PCs
Among the alternative media to TV, PCs are undoubtedly the most commonly used by television channels to maintain the relationship with the viewer. Among the main TV channels in mature markets, all have an Internet presence and often provide the more sophisticated content.

Catch-up TV on PC is now widespread on free-to-air channels (only Rai and Fox, among the operators studied, do not offer it). On the other hand, pay-TV operators seem more reluctant to follow this path. Only Canal + and HBO (among the operators surveyed) have developed this type of offer to their subscribers.

Both free-to-air and pay-TV operators have embraced VoD and/or archiving services. Another common feature is the existence of Internet portals integrating multimedia information on programmes and short videos extracted from or complementary of TV broadcasted programmes.

Virtually all the operators surveyed have implemented an offer integrating these three components: dedicated Internet portal, catch-up TV and VoD. Catch-up TV and VoD service access is limited almost exclusively to the country in which the channel is available. Most of the contents on catch-up TV are free or included in the subscription (for pay-TV channels) and are funded by advertising revenue, by the license fee (for some public groups) or from subscriptions. Most often VoD services are available for a fee, for the purchase and/or rental of TV programmes. Portals of TV channels are available without restriction, except for some portals offering longer contents. Some public media groups (such as BBC or RAI) develop additional international portals, distinct from their own national portal.

Casting aside these three "basics of the Web", some trends are beginning to emerge, particularly in connection with the community sphere. Hence, an increasing number of TV channels now manage streams available on video sharing websites. If YouTube cannot be ignored in the implementation of these new services, ITV, on the other hand, has developed a similar service on the Bebo network. Some channels have gone beyond the community rationale by developing their own social network (like RTL with Wer-kennt-wen.de or ProSiebenSat1 with Lokalisten.de or wer-weiss-was.de), their blog platforms (as with Overblog TF1), their non-professional video sharing websites (like maTVidéo - France Television, TuClip.com - Antena 3, Clipfish.de - RTL or WAT - TF1), or by joining virtual worlds (such as M6 and Antena 3 with Habbo Hotel).

Finally, the latest trend being the development of thematic portals, especially dedicated to news, women and sport. These developments are most often based on previously broadcasted content, or rely on the brand of a flagship TV show, topped up with editorial multimedia content. Some websites such as RTL’s Sport.de portal, may also offer live events broadcasts, such as free streaming of Formula 1 races.

Other initiatives targeting PCs are much more scattered and mainly deal with video content delivery: live streaming of part or entire TV shows, broadcasting of live events that have not been scheduled on TV (mainly sports and concerts), or even TV content delivered through the Internet via third-party aggregators or the distribution of original content (mostly from the channel’s own web portal).

Some channels are pushing online games, most often derived from successful programmes, or play a role in activities unrelated to their core business, such as online price comparison services.