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この調査レポートはオンライン動画市場における主要関連企業情報やTVコンテンツプロバイダへの提言を掲載しています。

Summary

Those darn consumers. Not only are they demanding to have TV content available on their terms (when and where they want it), they also want an easy-to-use and easy-to-search interface. Television content creators and owners must scramble to find the “right” online video strategy that will please the consumer, while also maintaining revenue for their high-value content. As most content purveyors are now realizing, the choice is no longer if to embrace online video distribution, but how best to go about it. On one hand, they are aware that online video is a burgeoning market, one they inevitably must exploit. On the other hand, they are reluctant to release their content to the web due to a variety of factors including contractual limitations, fear of piracy, and cannibalizing TV-related advertising and license revenue as well as DVD sales. Finding the right balance among these factors is imperative but very difficult to accomplish.

The virtues of online distribution are becoming clearer to all concerned: it allows viewers to enjoy their favorite content, on demand; it establishes a stronger bond between viewers and their favorite brands; and it keeps consumers up to date on the latest content offerings (both online and off).

This report provides an overview of the online video space, including an analysis of the current tactics of the major television networks. Additionally, this report offers strategic suggestions to content companies regarding their online video presence and presents recommendations for content creators and distributors regarding the optimal way to approach this dynamic space and to monetize the eyeballs in this medium.

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Table of Contents

Key Findings

1.0 Introduction

2.0 The Players

2.1 Incumbent Content Creators
2.1.1 Big Four Broadcasters
2.1.2 Cable Networks
2.2 Emerging Third-Party Online Aggregators and Distributors
2.2.1 Fancast
2.2.2 Hulu
2.2.3 imdb
2.2.4 Joost
2.2.5 Netflix
2.2.6 Sling Media
2.2.7 TV.com
2.2.8 YouTube
2.3 The Future of Online Video Providers and Incumbent TV Operators
2.4 Over-the-Top Providers - What Play Do They Have?

3.0 Consumer Viewership of Online TV Programming

3.1 Online Video Viewers
3.2 Time Spent Watching Online Video
3.3 Most Frequently Visited Online Video Sites
3.4 Effect of Online Video Consumption on TV Viewing

4.0 Strategic Recommendations for Content Providers

4.1 Make TV Content Available Online ? Somewhere, Anywhere, Everywhere
4.2 Negotiate for Web Distribution Rights for Non-Network Produced Content
4.3 Clips Don’t Cut It
4.4 Third-Party Streaming Partnerships
4.5 Third-Party Download Services
4.6 Missed Opportunity: Live Sports Programming
4.7 Don’t Forget about Mobile

5.0 Final Thoughts - The Inevitability of Quantum Media Consumption

List of Tables

Table 1 - Online Video Viewing Forecasts thru 2013
Table 2 - Summary of Incumbent Content Creator Online Offerings
Table 3 - Summary of Emerging Third-Party Online Aggregators and Distributors
Table 4 - Frequency of Viewing Specific Online Video Sites 

List of Figures

Figure 1 - Weekly Online Video Viewership
Figure 2 - Weekly Online TV Viewership
Figure 3 - mpact of Online Video Consumption on TV Viewing