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

Date: July 22, 2010
Pages: 132
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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

The Future of TV
Executive summary
The evolving broadcast landscape
The consolidation of digital TV
The expansion of HDTV and the emergence of 3DTV
IPTV broadcasting and Video on Demand
Broadcast TV to mobile


Scope of this report
Who is this report for?
Key definitions


Changing media consumption habits
Change is driven by consumers of all ages
Content type determines preferred consumption platforms
Telecoms consolidate their presence in the market
Growth in online distribution
Netflix’s subscription model proves successful
Free on-demand content and anti-piracy standards
New business models
Broadband adoption and its impact on TV
New opportunities and challenges
A ‘recession proof’ service
Broadband uptake
Competitive landscape
Global TV shipments
Global TV revenue
Revenue by funding type
Regional revenues
The impact of M&A on the media sector
Technology landscape
TV access modes
Digital TV and IPTV
Video on demand (VOD)
High-definition and 3DTV
Mobile TV
The evolution of TV


Market overview
Technology overview
Better quality
Standard Definition
High Definition
Triple play bundling
Transitioning to new channels
Enhanced content services
Video on Demand
Market sizing
Digital TV penetration by region
Digital TV penetration by platform
The digital switch
Terrestrial platform take-up
Satellite platform take-up
Cable platform take-up
IPTV platform take-up


Market overview
HDTV moving to LED
The emergence of 3DTV
HD and 3DTV technology standards
3DTV challenges
Effortless viewing
Content availability
Infrastructure compatibility
Consumer electronics equipment
LED HDTV televisions
Advantages over LCD and plasma
3D BLU-RAY Players
LCD TV use for business purposes
Market sizes
HDTV shipments
HDTV penetration
3DTV shipments
Frame rate models
3DTV broadcasting pioneers


IPTV technology overview
IPTV network architecture
Factors affecting service
Quality of experience
Media Delivery Index (MDI) as a testing metric
Market overview
Opportunities for triple play services
Major studios move towards online TV
Online video accounts for a growing amount of data traffic
Broadband uptake
What IPTV must offer
The Video on Demand opportunity
Implications of Internet/TV convergence
Online advertising spend
Democratization of contents
Cable to be bypassed?
Two way convergence
TV on the Internet
The Internet on TV
Market drivers and inhibitors
Market sizes
IPTV subscribers
Internet video traffic


Introduction: What is mobile TV?
Mobile TV technology standards
Mobile TV broadcasting standards
Unicast vs multicast
Market drivers and inhibitors
The expansion of 3G and 4G subscriptions
3G Mobile TV Services
Asia represents the bulk of the demand
The emergence of new standards
Changing viewing habits – program length, location and demographics
The market is highly regulated
Limitations of mobile phones
Too many digital broadcasting standards
Local mobile operators do not cooperate
Market sizing
Analog mobile TV in a digital era
Mobile TV subscribers
The iPhone’s impact on mobile TV
iPhone users accessing VOD
The iPhone does not support analog broadcast TV


Figure 2.1: Essential network-based services (% respondents)
Figure 2.2: Broadband subscribers by region (m), 2009-2014
Figure 2.3: Global consumer fixed broadband subscribers by technology (m), 2009-14
Figure 2.4: Global TV shipments and revenue, 2009-2010
Figure 2.5: Global TV revenue by type of funding ($bn), 2006-2013
Figure 2.6: TV revenue by region ($bn), 2006-2013
Figure 2.7: Global breakdown of households by TV access mode (households, m), 2006-2013
Figure 2.8: The evolution of TV
Figure 3.9: Digital TV households by region (m), 2008-2013
Figure 3.10: Regional digital TV penetration (% of households with digital TV), 2009
Figure 3.11: Global breakdown of digital TV households by access mode (% of total households), 2008-2013
Figure 3.12: The digital switch - % point swings towards digital TV, 2007-2008
Figure 4.13: HD definition standards comparison
Figure 4.14: Global LCD TV shipments (m), 2008-2012
Figure 4.15: Share of global households watching HDTV (%), 2007-2012
Figure 4.16: Global 3DTV shipments (m), 2010-2015
Figure 4.17: Share of total TV sales by panel frame rate (%), 2009-2013
Figure 5.18: IPTV Systems architecture
Figure 5.19: Internet users downloading and watching video (% respondents), 2008
Figure 5.20: Global sales of Internet enabled TV sets, 2009-2013
Figure 5.21: Global IPTV subscribers (m), 2008-2013
Figure 5.22: Consumer Internet traffic, video to PC and TV (petabytes per month), 2008-2013
Figure 6.23: Mobile TV consumption chain
Figure 6.24: Global 3G and 4G subscribers (bn), 2009-2014
Figure 6.25: Regional mobile TV users (% of all mobile users), 2008-2009
Figure 6.26: % of consumers factoring mobile TV into mobile purchasing decisions, selected geographies, 2009
Figure 6.27: Monthly time (minutes) spent watching Mobile TV by age group, US, Q1 2010
Figure 6.28: Global mobile TV subscribers (m), 2009-13


Table 2.1: Broadband subscribers by region (m), 2009-2014
Table 2.2: Global consumer fixed broadband subscribers by technology (m), 2009-14
Table 2.3: Global breakdown of households by TV access mode (households, m), 2006-2013
Table 3.4: Digital TV households by region (m), 2008-2013
Table 3.5: Global breakdown of digital TV households by access mode (% of total households), 2008-2013
Table 4.6: Global LCD TV shipments, 2008-2012
Table 4.7: Global 3DTV shipments, 2010-2015
Table 4.8: Share of total TV sales by panel frame rate (%), 2009-2013
Table 5.9: Daily electronic activity while online (% respondents), 2008
Table 5.10: Global sales of Internet enabled TV sets, 2009-2013
Table 5.11: Consumer Internet traffic, video to PC and TV, 2008-2013
Table 6.12: Global 3G and 4G subscribers (bn), 2009-2014
Table 6.13: Regional mobile TV users (% of all mobile users), 2008-2009
Table 6.14: Monthly time (minutes) spent watching Mobile TV by age group, US, Q1 2010
Table 6.15: Comparison of cellular subscribers and ARPU generated by region, 2009
Table 6.16: Global mobile TV subscribers (m), 2009-13
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