Reportlinker Adds The Future of TV: The Evolving Broadcast and on Demand Landscape

NEW YORK, Aug. 25 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Future of TV: The evolving broadcast and on demand landscape

http://www.reportlinker.com/p0284294/The-Future-of-TV-The-evolving-broadcast-and-on-demand-landscape.html

The analog switch off is planned for the next decade around the world, and the global TV market is going through a period of huge change. Digital TV in all of its forms – terrestrial, cable, satellite, IPTV – is booming. HDTV is becoming prevalent in mature markets, and technologies such as 3DTV and mobile TV are also set to take off. Consumer behavior and attitudes are shifting, with viewers increasingly expecting to access content wherever and whenever they want, on the device of their choosing. As such, Video on Demand (VoD) services are becoming ever more popular. All of these developments have encouraged new players to emerge in the TV space, meaning that business models are changing and incumbent operators must adapt to survive.

This report assesses the future of TV in all its forms, encompassing content, technology, consumer appliances and devices, mobile devices, evolving media and broadcast business models, the role of connectivity and mobility, and consumer behavior and lifestyle trends. It provides an analysis of the evolution of the broadcasting landscape, and outlines some of the emerging technology and demand trends, highlighting the market drivers and inhibitors that are affecting expansion and demand. The report focuses on the different broadcasting technologies, starting from the distinction between analog and digital, to then develop further in the different media channels and technologies of HD, 3DTV, IPTV, VoD and Mobile TV. The report tracks the evolution of each market, providing in-depth analysis of the whole market and its sub-markets, and includes market sizing and forecasts.

Key features of this report

• Overview of the market trends, technological evolution and changing business models that are driving the TV market.

• Market projections to 2014 for key communications and broadcasting services including consumer broadband and mobile broadband.

• Market sizing and forecasting for all key TV segments: Digital TV (inc. DTT, cable, satellite, IPTV); Video on Demand (VoD); 3DTV; HDTV; Internet enabled ('connected') TVs; Mobile TV.

• Examination of the evolving competitive environment and the ways in which various protagonists are targeting opportunities in the TV market.

• In-depth analysis of the strategies being employed by a number of leading content providers and device manufacturers with regards to their involvement in the online video and/or connected device markets.

• Insight into the future trends that will impact on the development with regards to PC/TV convergence, including identification of best-practice and emerging opportunities.

Key benefits from reading this report

• Gain a comprehensive understanding of how market trends are prompting broadcasting TV services, and the impact such developments and emerging technologies will have on traditional business models and strategies.

• Understand how the competitive environment is changing, and how content owners, broadcasters and device manufacturers will seek to gain a share of the spoils in the Television arena.

• Compare how different content providers and device vendors are positioning and developing their services and products in order to differentiate from the competition, gain market share and drive revenue growth beyond their core/traditional offerings.

• Understand how emerging technologies will likely to be matching consumer demand, and understand which future technology is best positioned for success.

• Identify future trends that will impact on the potential of TV market, and gain insight into how to best approach this rapidly evolving opportunity.

Key findings of this report

Digital TV over satellite and terrestrial broadcasts is booming, and integrated digital TVs are starting to become cost effective and are built in volume. The digital TV market has continued to be driven by picture quality, realism and connectivity in the home.

HD content creation is gaining ground worldwide. Regional markets such as Asia, Europe and North America have embraced HD and are actively driving its adoption and promoting the benefits. The TV industry is currently beginning a slow migration from analog to digital and to HDTV. Introduction of 3DTV will begin after migration to digital/HDTV, which will put large scale 3DTV deployment at least 5 years away. 3DTV compatibility standards, however, have not been set yet.

The online and broadcast markets are converging, with video services making the move to the PC environment and web-based services becoming a core feature of the TV viewing experience. Online video is no longer synonymous of low quality content. Broadcasters and film studios are increasingly distributing their content via internet services.

Mobile TV is a reality today and moving towards the mass market.

Asia Pacific is the mobile video dominant area, with the highest volume of mobile video phone sales. One primary driver for mobile video adoption is access to live sporting events, particularly soccer, cricket, and motor sports.

There is a fragmentation of standards for digital mobile TV broadcasting that is the way of the future.

Key questions answered by this report

• What are the major trends shaping and driving the future of TV?

• Why are broadcasters and rival content providers investing so heavily in the deployment of HD and 3DTV services?

• Which factors are likely to inhibit the pace of PC/TV and mobile/TV convergence market development and why?

• How are different market protagonists targeting the opportunities afforded by PC/TV convergence?

• To what extent will emerging online services threaten the current status quo across the video distribution market?

• What are the forecast market growth rates to 2012/2013 across underlying technologies?

• How will the market for converged video services evolve, and which future trends will impact on developments over the course of the next 2-3 years?

• How will technology meet the demand for enhanced experiences, both in terms of quality and in terms of broadcasting systems?

Table of Contents

The Future of TV

Executive summary 10

The evolving broadcast landscape 10

The consolidation of digital TV 11

The expansion of HDTV and the emergence of 3DTV 12

IPTV broadcasting and Video on Demand 13

Broadcast TV to mobile 14

Chapter 1 Introduction 18

Background 18

Scope of this report 18

Who is this report for? 19

Key definitions 19

Chapter 2 The evolving TV landscape 22

Summary 22

Introduction 23

Changing media consumption habits 23

Change is driven by consumers of all ages 23

Content type determines preferred consumption platforms 25

Telecoms consolidate their presence in the market 25

Growth in online distribution 25

Netflix's subscription model proves successful 25

Free on-demand content and anti-piracy standards 26

New business models 27

Broadband adoption and its impact on TV 28

New opportunities and challenges 28

A 'recession proof' service 29

Broadband uptake 29

Competitive landscape 33

Global TV shipments 33

Global TV revenue 34

Revenue by funding type 34

Regional revenues 35

The impact of M&A on the media sector 36

Technology landscape 38

TV access modes 38

Digital TV and IPTV 39

Video on demand (VOD) 40

High-definition and 3DTV 41

Mobile TV 42

The evolution of TV 44

Chapter 3 The consolidation of digital TV 48

Summary 48

Introduction 49

Market overview 49

Technology overview 50

Better quality 50

Standard Definition 50

High Definition 50

Multicasting 50

Triple play bundling 51

Transitioning to new channels 51

Enhanced content services 51

Video on Demand 52

Market sizing 53

Digital TV penetration by region 53

Digital TV penetration by platform 55

The digital switch 57

Terrestrial platform take-up 57

Satellite platform take-up 58

Cable platform take-up 59

IPTV platform take-up 59

Chapter 4 The expansion of HDTV and the emergence of 3DTV 62

Summary 62

Introduction 63

Market overview 63

HDTV moving to LED 63

The emergence of 3DTV 64

HD and 3DTV technology standards 65

HDTV 65

720p 65

1080i 65

1080p 66

3DTV 67

3DTV challenges 68

Effortless viewing 68

Content availability 69

Infrastructure compatibility 69

Consumer electronics equipment 70

LED HDTV televisions 70

Advantages over LCD and plasma 70

OLED 70

3D Blu-ray players 71

LCD TV use for business purposes 72

Market sizes 73

HDTV shipments 73

HDTV penetration 74

3DTV shipments 75

Frame rate models 76

3DTV broadcasting pioneers 78

Conclusions 79

Chapter 5 IPTV broadcasting and Video on

Demand 82

Summary 82

Introduction 83

IPTV technology overview 83

IPTV network architecture 83

Factors affecting service 85

Quality of experience 85

Media Delivery Index (MDI) as a testing metric 86

Market overview 87

Opportunities for triple play services 87

Major studios move towards online TV 87

Online video accounts for a growing amount of data traffic 88

Broadband uptake 89

What IPTV must offer 90

The Video on Demand opportunity 92

Implications of Internet/TV convergence 93

Online advertising spend 93

Democratization of contents 94

Cable to be bypassed? 94

Two way convergence 95

TV on the Internet 95

The Internet on TV 95

Market drivers and inhibitors 98

Drivers 98

Inhibitors 100

Market sizes 101

IPTV subscribers 101

Internet video traffic 101

Conclusions 103

Chapter 6 Broadcast TV to mobile 106

Summary 106

Introduction: What is mobile TV? 107

Mobile TV technology standards 108

Mobile TV broadcasting standards 108

Unicast vs multicast 110

Market drivers and inhibitors 112

Drivers 112

The expansion of 3G and 4G subscriptions 112

3G mobile TV services 113

Asia represents the bulk of the demand 113

The emergence of new standards 116

Changing viewing habits – program length, location and demographics 116

Inhibitors 119

The market is highly regulated 119

Limitations of mobile phones 120

Too many digital broadcasting standards 120

Local mobile operators do not cooperate 121

Market sizing 122

Analog mobile TV in a digital era 123

Mobile TV subscribers 124

The iPhone's impact on mobile TV 125

iPhone users accessing VOD 125

The iPhone does not support analog broadcast TV 126

Conclusions 127

Index 129

List of Figures

Figure 2.1: Essential network-based services (% respondents) 29

Figure 2.2: Broadband subscribers by region (m), 2009-2014 30

Figure 2.3: Global consumer fixed broadband subscribers by technology (m), 2009-14 31

Figure 2.4: Global TV shipments and revenue, 2009-2010 33

Figure 2.5: Global TV revenue by type of funding ($bn), 2006-2013 35

Figure 2.6: TV revenue by region ($bn), 2006-2013 36

Figure 2.7: Global breakdown of households by TV access mode (households, m), 2006-2013 38

Figure 2.8: The evolution of TV 44

Figure 3.9: Digital TV households by region (m), 2008-2013 53

Figure 3.10: Regional digital TV penetration (% of households with digital TV), 2009 54

Figure 3.11: Global breakdown of digital TV households by access mode (% of total households), 2008-2013 55

Figure 3.12: The digital switch - % point swings towards digital TV, 2007-2008 58

Figure 4.13: HD definition standards comparison 66

Figure 4.14: Global LCD TV shipments (m), 2008-2012 73

Figure 4.15: Share of global households watching HDTV (%), 2007-2012 74

Figure 4.16: Global 3DTV shipments (m), 2010-2015 75

Figure 4.17: Share of total TV sales by panel frame rate (%), 2009-2013 77

Figure 5.18: IPTV Systems architecture 84

Figure 5.19: Internet users downloading and watching video (% respondents), 2008 88

Figure 5.20: Global sales of Internet enabled TV sets, 2009-2013 96

Figure 5.21: Global IPTV subscribers (m), 2008-2013 101

Figure 5.22: Consumer Internet traffic, video to PC and TV (petabytes per month), 2008-2013 102

Figure 6.23: Mobile TV consumption chain 110

Figure 6.24: Global 3G and 4G subscribers (bn), 2009-2014 112

Figure 6.25: Regional mobile TV users (% of all mobile users), 2008-2009 114

Figure 6.26: % of consumers factoring mobile TV into mobile purchasing decisions, selected geographies, 2009 116

Figure 6.27: Monthly time (minutes) spent watching Mobile TV by age group, US, Q1 2010 118

Figure 6.28: Global mobile TV subscribers (m), 2009-13 125

List of Tables

Table 2.1: Broadband subscribers by region (m), 2009-2014 30

Table 2.2: Global consumer fixed broadband subscribers by technology (m), 2009-14 32

Table 2.3: Global breakdown of households by TV access mode (households, m), 2006-2013 39

Table 3.4: Digital TV households by region (m), 2008-2013 54

Table 3.5: Global breakdown of digital TV households by access mode (% of total households), 2008-2013 56

Table 4.6: Global LCD TV shipments, 2008-2012 73

Table 4.7: Global 3DTV shipments, 2010-2015 76

Table 4.8: Share of total TV sales by panel frame rate (%), 2009-2013 77

Table 5.9: Daily electronic activity while online (% respondents), 2008 89

Table 5.10: Global sales of Internet enabled TV sets, 2009-2013 96

Table 5.11: Consumer Internet traffic, video to PC and TV, 2008-2013 102

Table 6.12: Global 3G and 4G subscribers (bn), 2009-2014 113

Table 6.13: Regional mobile TV users (% of all mobile users), 2008-2009 115

Table 6.14: Monthly time (minutes) spent watching Mobile TV by age group, US, Q1 2010 118

Table 6.15: Comparison of cellular subscribers and ARPU generated by region, 2009 123

Table 6.16: Global mobile TV subscribers (m), 2009-13 125

To order this report:

Television Broadcasting Industry: The Future of TV: The evolving broadcast and on demand landscape

Television Broadcasting Business News

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