目次
Consumers are increasingly viewing TV content online. The on-demand, Web-user experience fits our busy lifestyles more than broadcast TV. What consumers really want is the online video viewing experience on their HDTVs. A wide variety of devices and technologies are making the Web-to-TV market a reality. This research briefing provides an in-depth look at the online video services, alternative devices, consumer preferences, upcoming content optimization, and revenue opportunities for Web-to-TV. Five-year device and service revenue forecasts are segmented by device type. The research briefing offers insight into how Web-to-TV video content will be consumed in the future. It also examines how Web-to-TV will alter content producer, TV network, and pay-TV service provider business models.
Table of Contents
- Agenda
- Definitions
- Summary of Conclusions
- Summary of Conclusions (2)
- Summary of Conclusions (3)
- Introduction
- Co-Existence Will Be The Dominant Market Trend
- Multi-Device/Multi-Screen/Multi-Platform Is the Future
- Internet Content Consumption/Activities Performed At Least Once Per Week
- Online Video Content Suppliers Split Between PC and Web-to-TV Consumption
- TV Content Viewing Alternatives
- Digital Media Players
- Modest Interest in Purchasing Blu-ray Devices
- Other Media Adapters
- Blu-ray Devices Will Dominate the Market
- Gaming Console Penetration Of US BB HHs, by Model
- Popularity of Using Gaming Consoles with Online Video Streaming Services is Growing
- Watching Video on TV via the Gaming Console
- Using The Gaming Console With A Video Streaming Service Is For Under 35 HHs
- Gaming Consoles Will Become Home Entertainment Hub Devices
- Media Center PCs
- Cross Media Server Software
- Distributing Content Over Home Networks Has Value to Consumers
- Media Center PCs Will Be Crucial to the Growth of Home Networking
- Web-Enabled TVs
- Anysource Media: Web-Enabled TV
- Strong Interest in Network-Enabled TVs
- Sezmi: Cable TV Bypass
- Daily Media: Broadcast+Web
- Zillion TV: Web 2.0 TV
- Evolving Pay-TV Platforms
- Web-Enabled TVs/STBs Make It Simple
- Other Key Factors Impacting the Web-To-TV Video Market
- Content Optimized for Specific Content Delivery Networks
- The Evolving Internet Video on the TV Market
- Internet Behavior Defines Future TV Viewership
- Power Users Drive New Technology and App Adoption: Including Internet Video on the TV
- Technology Adoption Behavior and Application Usage Are Separate Criteria
- Online TV Viewing Is Additive to Current Pay-TV Services
- Consumers Prefer Streaming Content From the Internet
- Web-to-TV Has Already Surpassed Pay-Per-View
- Strong Overlap Between TV and PC Activities for Power Users
- Much Less Overlap Between TV and PC Activities for Social Users
- Modest Interest in Moving Video Content to Other Devices
- TV vs. Online: Which Offers Better Revenue Opportunities?
- TV Ads Much More Effective Than Online
- Content From Everywhere Will Prevail
- Shift to Web-Enabled TVs/STBs in 2011
- Rapid Growth in Video Streaming Is Anticipated
- Streaming and Rental Services Will Dwarf Video Downloads
- Web-to-TV Market Takes Off in 2011
- Final Thoughts
- Related In-Stat Research
- Slide 12. TV Content Viewing Alternatives
- Slide 14. Modest Interest in Purchasing Blu-ray Devices
- Slide 16. Blu-ray Devices Will Dominate the Market
- Slide 17. Gaming Console Penetration Of US BB HHs, by Model
- Slide 19. Watching Video on TV via the Gaming Console
- Slide 20. Using The Gaming Console With A Video Streaming Service Is For Under 35 HHs
- Slide 21. Gaming Consoles Will Become Home Entertainment Hub Devices
- Slide 24. Distributing Content Over Home Networks Has Value to Consumers
- Slide 25. Media Center PCs Will Be Crucial to the Growth of Home Networking
- Slide 28. Strong Interest in Network-Enabled TVs
- Slide 33. Web-Enabled TVs/STBs Make It Simple
- Slide 37. The Evolving Internet Video on the TV Market
- Slide 39. Power Users Drive New Technology and App Adoption: Including Internet Video on the TV
- Slide 40. Technology Adoption Behavior and Application Usage Are Separate Criteria
- Slide 41. Online TV Viewing Is Additive to Current Pay-TV Services
- Slide 42. Consumers Prefer Streaming Content From the Internet
- Slide 43. Web-to-TV Has Already Surpassed Pay-Per-View
- Slide 44. Strong Overlap Between TV and PC Activities for Power Users
- Slide 45. Much Less Overlap Between TV and PC Activities for Social Users
- Slide 48. TV Ads Much More Effective Than Online
- Slide 59. Content From Everywhere Will Prevail
- Slide 49. Modest Interest in Moving Video Content to Other Devices
- Slide 50. Shift to Web-Enabled TVs/STBs in 2011
- Slide 51. Rapid Growth in Video Streaming Is Anticipated
- Slide 52. Streaming and Rental Services Will Dwarf Video Downloads
- Slide 53. Web-to-TV Market Takes Off in 2011
ウェブからテレビへのビデオストリーミングサービスは、2013年に約30億ドルの収益
アリゾナ州スコッツデール、2009年5月4日
米国の35歳以下の成人は、既にオンライン経由のテレビ視聴(Web-to-TV)が可能であると米国調査会社インスタット社は報告している。米国の若年成人世帯の40％以上が、少なくとも月に1回以上はテレビでインターネット動画を視聴している。ウェブからテレビへのビデオストリーミングサービスは、2013年に29億ドルまで伸びるだろう。
「Web-to-TV動画が簡単で便利になれば、多くの消費者に急速に広まるだろう。インスタット社の一次調査によれば、ユーザは様々なデバイスでWeb-to-TVを視聴したいと考えている」とインスタット社のアナリストKeith Nissen氏は語る。
インスタット社は、下記についても調査した。
- 5年以内に、米国のWeb-to-TVコンテンツを視聴するブロードバンド世帯数は2400万になるだろう
- 既に、米国の25-34歳の29％が、ゲーム機でインターネットのストリーミング動画を利用している
- 今後5年間で、メディアセンターPCでストリーミングWeb-to-TVコンテンツを視聴する米国ブロードバンド世帯数は740万となるだろう
- テレビ局や有料テレビオペレータは、現在はオンラインテレビを有料のテレビサービスの付加サービスとみなしている。しかし、Web-to-TVは今日の動画サービスを完全に再構築することになるだろう
- ビデオコンテンツは、コンテンツの性質によって、放送やWeb-to-TV向けに最適化されるようになるだろう
インスタット社の調査レポート「オンライン経由のテレビ視聴市場調査:Web-to-TVの市場、技術、製品 - Web-To-TV Video Changes Everything」は、米国のWeb-to-TV動画市場を調査している。ビデオストリーミング/ダウンロード/レンタルサービスに利用するデバイスの予測、2013年までのWeb-to-TV動画利用世帯数の予測と加入による収益予測、米国のWeb-to-TV動画を牽引する要因の分析、消費者調査による利用・意思・デバイスの所有権・人口統計的な特徴、テレビ・新聞・オンライン・モバイルの複数メディアの広告効果比較などを提供している。
(原文)
Web-to-TV Video Streaming Services Will Drive Nearly $3 Billion in Revenue by 2013
SCOTTSDALE, Ariz., May 4, 2009 - The under-35 adult population in the US has already adopted Web-to-TV video capability, reports In-Stat. Over 40% of young adult US households view Internet video on the TV at least once per month. Revenue from Web-to-TV streaming services will grow to $2.9 billion in 2013. “Once Web-to-TV video becomes simple and convenient, mass consumer adoption will follow quite rapidly,” says Keith Nissen, In-Stat analyst. “Our primary research shows that users want a variety of their consumer devices to enable a web-to-TV video experience.”
Recent research by In-Stat found the following:
- Within five years, the number of US broadband households viewing Web-to-TV content will grow to 24 million.
- Already, 29% of US 25 to 34 year olds with game consoles use the devices to watch streaming video off the Internet.
- In five years, there will be 7.4 million US broadband households that use media center PCs for streaming Web-to-TV content.
- TV networks and pay TV operators currently view online TV as additive to pay TV services, but Web-to-TV will ultimately force a complete restructuring of today’s video services.
- Video content will be optimized for broadcast or Web-to-TV based on content type.
Recent In-Stat research, Web-To-TV Video Changes Everything (#IN0904404CM), covers the US market for Web-to-TV video. It includes: - Forecasts of devices used for video streaming, downloading and rental services.
- Forecasts of total households using Web-to-TV video and the resulting subscription revenue generated, through 2013.
- Analysis of the factors driving Web-to-TV video in the US.
- Extensive consumer survey research characterizing usage, intent, device ownership, and demographic analysis.
- Comparison of advertising effectiveness across multiple media, including TV, newspaper, online and mobile.
