目次

この調査レポートは、ケーブルテレビや衛星有料テレビなどのサービス提供者の、新しいサービスや改良されたサービスの活用方法について調査しています。また、The Diffusion Groupによる最新の調査から、オペレータによるビデオサービスへの消費者の嗜好や、機能や価格と需要の関係、既存のテレビサービス加入者へのインパクトなどに関する分析も記載しています。さらに有料テレビ事業者のOTTビデオ市場参入についての提言も掲載しています。

Summary

With consumers turning in droves to the Internet as a video source, it is imperative for service providers to establish a compelling, branded online presence. The necessity of articulating and executing a robust online video strategy is no longer in doubt, nor is the timing.

PayTV Service Providers and Online Video Delivery: How Soon is Now? examines how incumbent TV service providers (e.g., cable and satellite PayTV providers) can take advantage of online video to provide new and enhanced products for their customers. The report uses quantitative data from recent TDG research to analyze consumer appetite for operator-provided online video services, including features, likely demand at various price-points and the impact on existing subscriber TV service subscriptions. It also offers recommendations as to how PayTV operators should enter the OTT video market and examines the extent to which current proposals measure up against consumer expectations.

This report is well suited for those working in, or with an interest in, the delivery of over-the-top or traditional video services. It will be of particular interest to people working in the following industries: video content creators, aggregators, and distributors; TV service providers in either PayTV or online video; and technology providers to the PayTV and online video industry

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Table of Contents

1.0    Introduction

2.0    The Internet Video Market

    2.1    Defining Terms -PayTV Video vs. Online Video
            2.1.1 PayTV Video 
            2.1.2 Online Video 
    2.2 Video – Driving the Growth in Internet Traffic
    2.3 U.S. Video Consumption Trends
    2.4 Market Growth of Online Video – Free-per-View 
    2.5 Market Growth of Online Video – Pay-per-View

3.0 Emerging Internet Video Competition for PayTV

    3.1 Television Set Connectivity
    3.2 OTT Models Competing for PayTV Dollars
          3.2.1 Free Ad-Supported Mainstream Content
          3.2.2 Pay-Per-View Content
          3.2.3 Subscription TV Services
          3.2.4 Netflix versus HBO: Which is the Better Value? 
          3.2.5 Open Access is Coming  
                   3.2.5.1 Simplifying TV Connectivity
                   3.2.5.2 Availability of Inexpensive, Open Broadband STBs 
                   3.2.5.3 Box Fatigue 
                   3.2.5.4 A Unified Standard for Authoring a TV Experience from the Internet 
                   3.2.5.5 Virtual Operator Services 
                   3.2.5.6 Cross-Platform Discovery

4.0 Consumers Want OTT Video

      4.1 Online Video versus PayTV Video-on-Demand 
      4.2 Online Video versus Digital Video Recording
      4.3 Recapturing the Young

5.0 Service Providers Can Profit from Online Video Delivery

      5.1 Service Provider Advantages with Online Video
            5.1.1 Ownership of the Network
            5.1.2 It’s All About Who You Know!
            5.1.3 Provide Anytime, Anywhere, Any Device Access 
      5.2 Canoe – Paddling Against the Tide
      5.3 What Online Video Services Providers Can and Should Provide 
            5.3.1 Placing Existing Services Online
                    5.3.1.1 TV-to-PC Services, Generally
                    5.3.1.2 TV-to-PC Services, Bonus Features and Content
            5.3.2 Bring Enhanced Web-Enabled “TV Features” to the Living Room TV
            5.3.3 Provide Broadband-Only TV Media Services
      5.4 Consumer Interest in a TV-to-PC Video Service
      5.5 Impact of Specific Service Features on Proclivity to Sign Up for TV-to-PC Service
      5.6 Consumer Interest in an Internet-Only TV Service
      5.7 How Do Service Provider Plans Measure Up?

6.0 Final Thoughts 

List of Tables

Table 1    How Netflix Compares with HBO as a Premium Movie Service
Table 2    Online Video Use versus VoD Use in the U.S.                
Table 3    Online Video Use Versus DVR Use in the U.S

List of Figures

Figure 1 Projected Growth of Internet Traffic thru 2012
Figure 2 U.S. Online Video-Related Ad Revenue through 2013
Figure 3 Sony’s Digital Video Service Rollout Strategy
Figure 4 The Connected Multi-Source Television – an In-Home Topology
Figure 5 Market Share of OTT Connectivity Options in 2011
Figure 6 Evolution of OTT Video Revenue Sources
Figure 7 Screenshot of ESPN360.com
Figure 8 Interest in TV-to-PC Video Services
Figure 9 Price Consumers Would Pay for a TV-to-PC Service
Figure 10 Impact of Specific Bonus Features on Interest in PC-to-TV Service
Figure 11 Consumer Interest in OTT Broadband TV Service

TVサービスプロバイダは積極的にオンラインビデオサービスを拡大・拡張すべき

テキサス州ダラス、2009年4月9日
米国の調査会社The Diffusion Groupは、ブロードバンドビデオエコシステムに関する調査レポートで、有料テレビオペレータが競争相手に負けずに、ビデオのバリューチェーンで独自の優位を保つための3つの戦術を記載している。

1. 既存のケーブルネットワークテレビ番組をオンラインで提供
2. 現在インターネットだけで提供しているコンテンツやボーナスマテリアルを直接テレビに配信
3. 従来の有料テレビ加入(単独サービス)で提供していなかったブロードバンドテレビサービスを提供

この3つの戦術によって、有料テレビオペレータの防御姿勢を強化し、インターネット世代の注目を奪回し、2013年までに年間20億ドルの収益を増強できるだろう。

The Diffusion Groupのシニアアナリストで、調査レポート「有料テレビサービスプロバイダとオンライン動画配信 - Pay TV Service Providers and Online Video Delivery: How Soon is Now?」の著者であるColin Dixon氏は、有料テレビオペレータが積極的にオンラインビデオ戦略をとるべきである理由はまず、揺籃期にあるOTT(Over the Top)ビデオサービスが新しい脅威であるということである。「アダルトインターネットビデオユーザーの半数以上が、オーバーザトップブロードバンドビデオサービスに関心を持っている。OTTサービスの価格が適正だと思えば、彼らは既存の有料テレビの解約を検討するだろう」と同氏は述べている。
(後略)

(原文)
TV Service Providers Must Move Aggressively to Expand and Incorporate Online Video Offerings
New Report Asks Incumbent Operators "How Soon is Now?"

 April 9, 2009 (Dallas, Texas) - According to The Diffusion Group, the nation's leading research advisory for the broadband video ecosystem, PayTV operators must execute three specific tactics in order to defend against emerging competitors and take full advantage of their unique position in the video value chain.  Specifically, TDG argues that PayTV operators must: 

1. Push existing cable network TV programs online;
2. Deliver today's Internet-only content and bonus material directly to the television; and
3. Offer broadband TV services without requiring a traditional PayTV subscription (as a stand-alone service).

By executing these three strategies, PayTV operators will enhance their defensive position, recapture the attention of the Internet generation, and generate an additional $2 billion in annual revenue by 2013.

Colin Dixon, senior analyst with The Diffusion Group and author of the new report, points to the nascent but emerging threat from OTT video services as the primary reason why PayTV operators must aggressively pursue online video strategies. "More than half of adult Internet users are interested in an over-the-top broadband TV service," notes Dixon. "So much that they would consider cancelling their existing PayTV subscription if the OTT service was priced appropriately."

According to Dixon, it will not be long before a variety of companies including CE OEMs, web-based aggregators, and pure-play OTT providers look to tap into this interest and compete more directly with PayTV operators. "As TV-based web connectivity becomes more prominent, and as web-based content providers more fully exploit these new connections, the 'local cable company' becomes just one of many conduits serving the TV screen. This means that incumbent TV providers risk becoming just another TV input, even an icon on another company's interface."

Dixon notes that this multiplicity of access points has already allowed providers such as Netflix to economically introduce streaming functionality directly to the TV without the burden of proprietary hardware. "Content providers such as Netflix and Amazon are partnering with CE vendors to deliver their content directly to the TV, going 'over the top' of incumbent set-top boxes. As this happens, these simple services evolve to something more akin to premium movie services at a far more economical price than current Pay TV offerings."

TDG's new report, TV Service Providers and Online Video - How Soon is Now?, examines the current state of the over-the-top (OTT) video marketplace, discusses new TDG research regarding consumer interest in TV-to-PC and OTT video services, and offers specific recommendations as to how incumbent TV service providers can best take advantage of online video to both defend against emerging threats and to provide new and enhanced products to their consumers.