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インスタット社の調査レポート「米国のインターネットテレビ市場調査 2010年:Web-to-TVの市場動向、予測、ユーザ調査 ー Web-to-TV Gaining Momentum in the US」は、Web-to-TVユーザの最新の動向と、米国のウエブ接続可能なデバイスの出荷数と普及数を調査している。Web-to-TVの3つのモデル(オーバーレイ、バンドル、統合)の分析と、今後OTTビデオコンテンツをどのように販売できるか、それぞれのモデルの5年間の予測などを記載している。

Consumer adoption of Web-to-TV is gaining momentum. Within five years there will be over 200 million web-enabled CE devices operating in the US. Movie rental and purchases are rapidly migrating to electronic sell-through. On-demand TV programming viewing is expanding at an exponential rate. But what is the best method of monetizing OTT video content? 

This research report provides an update to In-Stat’s original 2009 Web-to-TV report. The report uses primary research to quantify current Web-to-TV consumer behavior. Total US web-enabled device shipments and installed base are forecasted. 

Three alternative Web-to-TV models are identified in order to assess how OTT video content can be monetized. These include the current overlay model that favors device manufacturers and retailers. The bundled model reflects the emergence of video search engine platforms, such as Google TV, that span both online and pay TV programming. Finally, the integrated model envisions the delivery of third-party online TV via pay TV hybrid set-top boxes.

Five-year forecasts for Web-to-TV adoption are presented, segmented by household, revenue, and device type.

目次

Table of Contents

• Executive Summary
• Introduction
• Web-to-TV Market Developments
  • Over-the-Top Set-Top Boxes (OTT STBs)
    • Boxee Box
    • Roku
    • Others
  • Web-Enabled TVs
    • Sony
    • Vizio
    • Samsung
    • Others
    • Google TV
  • TiVO
  • Gaming Consoles
  • Other Web-to-TV Developments
    • Best Buy/CinemaNow
    • Walmart/VUDU
  • Adoption of On-Demand Viewing
  • Potential for Video Cord Cutting
• Competing Visions of the Future
  • Overlay Model
  • Bundled Model
  • Integrated Model
• Web-to-TV Forecasts
  • Alternative Model Forecasts
    • Overlay Model Forecast
    • Bundled Model Forecast
    • Integrated Model Forecast
• Conclusions
• Methodology
• List of Tables
• List of Figures
• Related In-Stat Reports

List of Tables

• Table 1. Frequency of Viewing Full-Length Online Video
• Table 2. Frequency of Downloading Online Video Content, by Technology Adoption Attitude
• Table 3. Frequency of Viewing Downloaded Video Content on the TV, by Technology Adoption Attitude
• Table 4. Frequency of Streaming Online Video, by Technology Adoption Attitude
• Table 5. Frequency of Streaming Online Video to the TV, by Technology Adoption Attitude
• Table 6. Reasons for Not Adopting Online Video Streaming to the TV, by Technology Adoption Attitude
• Table 7. Use of Xbox/PS3 Gaming Consoles for Non-Gaming Activities by Age Group
• Table 8. Consumer Preferences for Acquiring Online Video Content
• Table 9. Consumer Preferences for Device Configurations
• Table 10. US Web-Enabled Device Shipment Forecast, 2009–2014 (in Thousands)
• Table 11. US Web-Enabled Device Installed Base Forecast, 2009–2014 (in Thousands)
• Table 12. Web-to-TV Annual Revenue Forecast, 2009–2014 (US$ in Thousands)
• Table 13. Web-to-TV Households and Device Forecast Based on Overlay Model, 2009–2014 (in Thousands)
• Table 14. Web-to-TV Households and Device Forecast Based on Bundled Model, 2009–2014 (in Thousands)
• Table 15. Web-to-TV Households and Device Forecast Based on Integrated Model, 2009–2014 (in Thousands)

List of Figures

• Figure 1. Web-to-TV HH and Revenue Forecast 2009–2014 (in Thousands)
• Figure 2. Web-to-TV Viewing 2009 and 2010
• Figure 3. Web-to-TV Configurations
• Figure 4. Households Viewing Internet TV at Least Once per Week, by Age Group, 2009 and 2010
• Figure 5. Devices Used for Web-to-TV
• Figure 6. OTT Video Overlay to Pay-TV Services
• Figure 7. Software Platform That Bridges Pay-TV and OTT Services
• Figure 8. Integrated, Pay-TV, and OTT Gated Garden Services
• Figure 9. Comparison of Forecasted Web-to-TV Devices Used Under Alternative Models, 2009–2014

Web-to-TVのビデオコンテンツによる収益は2014年に170億ドルに

アリゾナ州スコッツデール、2010年8月17日
Web-to-TVのビデオは、期待以上に急速に成長している。2014年には米国の5700万のブロードバンド接続世帯がテレビでオンラインビデオを視聴しているだろうと、米国調査会社のインスタット社は報告している。このWeb-to-TVのビデオによる収益は、5年間で20億ドルから170億ドルまで伸びるだろう。

「オーバーザトップビデオ市場(OTT)は、デジタルエンターテインメントの新しい配信チャネルを提供している。コンテンツ制作者は、直接消費者にビデオコンテンツを販売したいと考えている。しかしまだ、OTTビデオコンテンツの販売のよい方法を見いだせず、また従来の配信協力者とOTTのビジネスチャンスを分かち合う方法も分かってはいない」と、インスタット社の主席アナリスト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

• ウエブ接続可能な家電ビデオデバイスの普及数は、2009-2014年に7000万から2億3700万まで増加するだろう
• ウエブ接続可能な家電ビデオデバイスを所有する米国のブロードバンド接続可能な世帯数は、2014年には9800万とほとんど3倍になるだろう
• 5年以内に、オペレータの供給する1100万以上のハイブリッドSTBによって、オンラインビデオコンテンツが直接テレビに提供されるだろう

インスタット社の調査レポート「米国のインターネットテレビ市場調査 2010年:Web-to-TVの市場動向、予測、ユーザ調査 ー Web-to-TV Gaining Momentum in the US」は、Web-to-TVユーザの最新の動向と、米国のウエブ接続可能なデバイスの出荷数と普及数を調査している。Web-to-TVの3つのモデル(オーバーレイ、バンドル、統合)の分析と、今後OTTビデオコンテンツをどのように販売できるか、それぞれのモデルの5年間の予測などを記載している。

(原文)
Web-to-TV Video Content Revenue Will Reach $17 Billion by 2014

SCOTTSDALE, Ariz., August 17, 2010 - The growth of Web-to-TV video is happening faster than most people expected.  By 2014 there will be 57 million US broadband households viewing full-length online video on the TV, says In-Stat (www.in-stat.com).  Revenue associated with this web-to-TV video content will grow from $2 billion to over $17 billion over a five-year period.

“The over-the-top (OTT) video market represents a new distribution channel for digital entertainment.  Content producers want to market premium video content directly to the consumer,” says Keith Nissen, Principal Analyst, In-Stat.  “However, they have not yet decided the best way to monetize OTT video content and how to manage the OTT opportunity in context with their legacy distribution partners.”

Some of the factors affecting this revenue growth include:

• The installed base of web-enabled consumer electronics video devices will grow from 70 million in 2009 to 237 million in 2014.
• The total number of US broadband households that own web-enabled CE video devices will nearly triple to 98 million by 2014.
• Within five years, over 11 million operator-provisioned hybrid STBs will be delivering online video content directly to the TV.  

Recent In-Stat research, Web-to-TV Gaining Momentum in the US (#IN1004655CM), Recent In-Stat research “Web-to TV Gaining Momentum in the US”, #IN1004655CM, uses primary research to quantify current web-to-TV consumer behavior, as well as forecasting total US web-enabled device shipments and installed bases. Three alternative web-to-TV models (Overlay, Bundled, and Integrated) are examined in order to assess how OTT video content may be monetized in the future. A five-year forecast for each alternative model is presented and compared.