Product Category: Broadband Media
Price: $1495
Release Date: Q2 2009
Authors: Colin Dixon
Pages: 48
Tables: 3
Figures:11

 
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Download the Market dBrief,™ Online Video: Threats and Opportunities for PayTV Operators.

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

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