世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

サマリー

この調査レポートは、世界主要地域のハイブリッドOTTのセットトップボックス市場を調査し、プラットフォーム毎とビジネスモデル毎に分析しています。

Executive Summary

This report starts with the assumption that OTT streaming video will co-exist with traditional (live) multichannel Pay-TV services from Cable, Satellite, Telco TV and Terrestrial broadcasting services. The main goal of the report is to provide an understanding about the new revenue opportunities and associated risk management for Pay-TV Operators (Service Providers or SPs), Media Owners and Equipment Vendors wanting to exploit Hybrid OTT business opportunities.

In this report, the growth of Hybrid OTT ("HOTT") STBs in various geographical regions are analyzed by their different platforms and business models. Different regions follow different standards; for example, some Vendors in Germany and France have adopted the HbbTV standard. In North America, the EBIF standard is followed for interactive television Cable services. In this report, the importance of these standards are assessed, including the HbbTV standard and connected TV; and the growth of different HOTT STB platforms are also forecasted for 2011-2015.

For Hybrid STB Vendors, this report will provide information on the changing face of Hybrid STBs in the future. There are trends in the reduction of the size and cost of Hybrid STB devices and possibility of it being embedded in the TV, in the cloud, or in the residential gateway.

For Service Providers, this report will help gain an insight into available deployable solutions, and measure how Service Providers can strategically place their solution in different geographical regions, depending on the market demands.

Note: The forecast is broken into Asia, Europe, North America and Rest-of-the-World. 

This report is part of the IPTV Tracking Service published by the Multimedia Research Group, Inc. 

目次

Table of Figures

Figure 1-1: IP Over a Managed Network 
Figure 1-2: IP Over an Unmanaged Network 
Figure 2-1: Hybrid OTT STB (Pure IPTV/Telco/OTT) 
Figure 2-2: Hybrid OTT STB (Cable/OTT) 
Figure 2-3: Hybrid OTT STB (Terrestrial/OTT) 
Figure 2-4: Hybrid OTT STB (Satellite/OTT) 
Figure 3-1: Technology and Operational Drivers 
Figure 3-2: Video Streaming Technological Developments as a Driver for Hybrid OTT Services 
Figure 3-3: Easier to Manage End-to-End Solution as a Driver for Hybrid OTT Services 
Figure 3-4: Competition from Pure OTT Services as a Driver for Hybrid OTT Services 
Figure 3-5: Lower Cost of Hybrid OTT STBs for Users as a Driver for Hybrid OTT Services 
Figure 3-6: Lower Start Up Cost of Hybrid OTT Services 
Figure 3-7: Better Selection for User as a Driver for Hybrid OTT Services 
Figure 4-1: Demographics and Other Drivers 
Figure 4-2: Young Adults (age 18-24) as a Driver for Hybrid OTT Services 
Figure 4-3: Adults (age 25-49) as a Driver for Hybrid OTT Services 
Figure 4-4: Mid-age (age 50-65) as a Driver for Hybrid OTT Services 
Figure 4-5: Seniors (age 66 and above) as a Driver for Hybrid OTT Services 
Figure 4-6: Cord-cutters as a Driver for Hybrid OTT Services 
Figure 4-7: Currently NOT Pay-TV Subscribers as a Driver for Hybrid OTT Services 
Figure 4-8: High-Rise Residents as a Driver for Hybrid OTT Services 
Figure 4-9: Rural Residents as a Driver for Hybrid OTT Services 
Figure 5-1: Summary: Risks by Platform 
Figure 5-2: Risk Factors for the Pure IPTV/Telco/OTT Platform 
Figure 5-3: Risk Factors for the Terrestrial/OTT Platform 
Figure 5-4: Risk Factors for the Satellite/OTT Platform 
Figure 5-5: Risk Factors for the Cable/OTT Platform 
Figure 5-6: Risk Factors for the Smart TV Platform 
Figure 5-7: Risk Factors Combined for All Five Hybrid OTT Services - Recap 
Figure 6-1: Summary of Opportunities for All Five Platforms 
Figure 6-2: Opportunities for the Pure IPTV/Telco/OTT Platform 
Figure 6-3: Opportunities for the Terrestrial/OTT Platform 
Figure 6-4: Opportunities for the Satellite/OTT Platform 
Figure 6-5: Opportunities for the Cable/OTT Platform 
Figure 6-6: Opportunities for the Smart TV Platform 
Figure 6-7: Opportunities Combined for All Five Platforms - Recap 
Figure 7-1: Summary of the Importance of OTT Services 
Figure 7-2: Importance of Movies as a Part of an OTT Service 
Figure 7-3: Importance of Sports Events as a Part of an OTT Service 
Figure 7-4: Importance of TV Shows as a Part of an OTT Service 
Figure 7-5: Importance of Pay-Per-View as a Part of an OTT Service 
Figure 7-6: Importance of Ethnic Programming as a Part of an OTT Service 
Figure 7-7: Importance of Free (Streamed Content) as a Part of an OTT Service 
Figure 7-8: Importance of Subscription-Suggested Content as a Part of an OTT Service 
Figure 7-9: Importance of Ad-Supported as a Part of an OTT Service 
Figure 7-10: Importance of Music Events as a Part of an OTT Service 
Figure 7-11: Importance of News as a Part of an OTT Service 
Figure 7-12: Importance of Documentaries as a Part of an OTT Service 
Figure 7-13: Importance of Financial Content as a Part of an OTT Service 
Figure 8-1: Sustainability of the Five Different Platforms 
Figure 9-1: Level of Enthusiasm Between Different Size Operators 
Figure 9-2: Level of Enthusiasm of Large Size Operators to Adopt Hybrid OTT Services 
Figure 9-3: Level of Enthusiasm of Medium Size Operators to Adopt Hybrid OTT Services 
Figure 9-4: Level of Enthusiasm of Small Size Operators to Adopt Hybrid OTT Services 
Figure 10-1: Participants’ Rating on Smart TV as a Threat to STB Manufacturers 
Figure 10-2: Vendors’ Rating on Smart TV as a Threat to STB Manufacturers 
Figure 10-3: Operators’ Rating on Smart TVs as a Threat to STBs 
Figure 10-4: Vision of Smart TVs 
Figure 11-1: Block Diagram ? Hbb Components 
Figure 11-2: Potential Success of HbbTV in Different Regions 
Figure 11-3: Participants’ Rating on the Potential Success of HbbTV in Europe 
Figure 11-4: Participants’ Rating on the Potential Success of HbbTV in Asia 
Figure 11-5: Participants’ Rating on the Potential Success of HbbTV in North America 
Figure 11-6: Participants’ Rating on the Potential Success of HbbTV in Rest-of-the-World (ROW) 
Figure 12-1: Espial’s Products Scope 
Figure 12-2: XBOX Live Entertainment Screen 
Figure 12-3: Motorola Medios Multiscreen Service Management Software Suite 
Figure 12-4: STMicroelectronics’ Products Scope 
Figure 13-1: Hybrid OTT Installed Bases by Region 
Figure 13-2: Hybrid OTT Installed Bases by Platform 

Table of Tables

Table 13-1: 2011 Hybrid OTT STB Installed Bases - Regional Breakdown 
Table 13-2: Summary of Hybrid OTT Installed Bases by Region 
Table 13-3: 2011 Hybrid OTT STB Installed Bases ? Platform Breakdown 
Table 13-4: Summary of Hybrid OTT Installed Bases by Platform 

Index of Companies Referenced