目次

この調査レポートは、米国のインターネットビデオ消費の促進要因と、インターネットによる動画配信が米国の平均的な視聴者のテレビ視聴を侵食するのかという点についてのThe Diffusion Groupの見解を述べている。オーバーザトップビデオの市場動向や利用状況、主要なケーブルテレビ局2社(the Outdoor Channel and USA Network)の収益モデルと今後の戦略について詳述しています。

Summary

The word is out! The question is no longer if Internet video will be successful, but how companies can profit from it. Consumer appetite for online video grows daily, topping a record 31 billion videos viewed in November 2009 and virtually every participant in the content delivery value chain is setting up camp in the “New Territory” of Internet video.

This report discusses the trends driving Internet video consumption and presents TDG’s expectations regarding the point in time at which the quantity of Internet-delivered video will actually eclipse regular broadcast TV for the average U.S. viewer. As well, this report prescribes how two specific cable TV networks (the Outdoor Channel and USA Network) can extend their reach online and continue to prosper. 

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Table of Contents

Key Findings

1 Introduction
2 When Internet Video Becomes More Important than Broadcast Video 

3 Existing Cable TV Revenue Models

3.1 Subscriber Fees 

3.2 Advertising

3.2.1 CPM Pricing
3.2.2 The Avail Split Model

3.3 A Tale of Two Channels

3.3.1 The Outdoor Channel 
3.3.2 The USA Network 

4 OTT model: Replicating Cable Revenue Online 

4.1 Model Components 

4.1.1 TV-Style Channels
4.1.2 A La Carte ? Really?

5 OTT Model: Video Advertising 

5.1 Today's Online Video Advertising Landscape

5.1.1 Online Video Advertising Market Size 
5.1.2 Commonly-Used Online Video Ad Units 
5.1.3 Ad Unit Load
5.1.4 Monetization 
5.1.5 Metrics 
5.1.6 Revenue Splits Rather Than Avail Splits
5.1.7 Friction Points and Challenges 

5.2 Opportunities for Online Video Ad Innovation to Drive Revenue 
5.3 Quantizing the Advanced Video Ad Capability 
5.4 Online Video Ad Model Assumptions 

6 OTT Model: Subscriptions

6.1 Assigning Realistic Online TV Subscription Rates
6.2 Subscription Assumptions

7 OTT Model: Pay-per-View 

8 Revenue Profile for Two Cable Channels Online

8.1 The Outdoor Channel
8.2 USA Network 
8.3 Will Bandwidth Costs Eat Up all the Profits?

9 Final Thoughts

List of Tables

Table 1 2009 TV Ad Revenue By Broadcast/Cable & National/Local Categories
Table 2 The Outdoor Channel Viewer Profile
Table 3 USA Network Viewer Profile
Table 4 2009 US Online Video Advertising Spend Estimate
Table 5 Summary of A La Carte Model Parameters
Table 6 Comparing the Revenue Mix for the OC Between PayTV and OTT
Table 7 Comparing the Revenue Mix for USA Between PayTV and OTT
Table 8 Pricing for Online Video Delivery in 2009
Table 9 Summary of Revenue and Bandwidth Costs for OC and USA at Subscriptions Levels Required to equal Current Cable Revenue

List of Figures

Figure 1 Time Spent Viewing Online Video
Figure 2 Time per Week Viewing Internet Video vs Live Broadcast TV, 2010-2022
Figure 3 Total Minutes Viewed on Hulu in 2009
Figure 4 Hypothetical Ad Revenue Model - Mixed Engagement/CPM
Figure 5 Hypothetical Ad Revenue Model - Mixed Click-Thru/CPM vs. CPM Only
Figure 6 TV Channels Received versus Viewed
Figure 7 OTT Revenue Generation Potential for the Outdoor Channel
Figure 8 OTT Revenue Generation Potential for the USA Network