Connected TV: Accelerating the Development of OTT Video
New players, new solutions… the connected TV market continues to evolve against a backdrop of consolidation for on-demand TV services and the never-ending enhancement of available products. Our new report on the connected TV market presents readers with the latest industry trends and explores the initiatives being taken by CE, TV and Internet sector players. It also delivers a detailed a SWOT analysis for each type of stakeholder, and concludes with three market scenarios for 2025, complete with figures on market value, and a breakdown of screen time by type of device depending on which sector dominates the future ecosystem.
The development of connected TV is inextricably bound up with the widespread availability of high-speed Internet access, a shift to more and more individual viewing and the proliferation of smart devices in the home. Together, these three elements are steadily revolutionising how viewers access their TV programmes, and providing them with an array of new functions and features.
The development of connected TV is inextricably bound up with the widespread availability of high-speed Internet access, a shift to more and more individual viewing and the proliferation of smart devices in the home. Together, these three elements are steadily revolutionising how viewers access their TV programmes, and providing them with an array of new functions and features.
1. EXECUTIVE SUMMARY
2. METHODOLOGY & DEFINITIONS
2.1. General methodology of IDATE's reports
2.2. Methodology specific to this report
2.3. The connected TV environment
3. MARKET STRUCTURE & KEY FACTORS
3.1. The connected TV market
3.1.1. Market background
3.1.2. The smartphone and tablet segment
3.1.3. Connected TV ecosystem
3.2. Key technologies
4. INDUSTRY ORGANISATION AND STRATEGY
4.1. Consumer electronics companies
4.1.1. Television manufacturers
4.1.2. Makers of intermediate streaming and media devices
4.2. TV industry players
4.2.1. Content producers, broadcasters and pay-TV providers
4.2.2. Network operators and pay-TV providers
4.3. Internet companies
4.3.1. Internet giants
4.3.2. OTT pure-players’ VOD services
4.4. The distribution chain
4.5. Strategic analysis
4.5.1. TV market players
4.5.2. CE market players
4.5.3. Internet companies
5. MARKET SCENARIOS FOR CONNECTED TV IN 2025
5.1. Two core disruptions shaping the market between now and 2025
5.1.1. Rate of spending on IP networks and infrastructure
5.1.2. How much viewing becomes an individual pastime
5.2. Definition and qualification of the three scenarios for 2025
5.3. Impact of the three connected TV scenarios
2. METHODOLOGY & DEFINITIONS
2.1. General methodology of IDATE's reports
2.2. Methodology specific to this report
2.3. The connected TV environment
3. MARKET STRUCTURE & KEY FACTORS
3.1. The connected TV market
3.1.1. Market background
3.1.2. The smartphone and tablet segment
3.1.3. Connected TV ecosystem
3.2. Key technologies
4. INDUSTRY ORGANISATION AND STRATEGY
4.1. Consumer electronics companies
4.1.1. Television manufacturers
4.1.2. Makers of intermediate streaming and media devices
4.2. TV industry players
4.2.1. Content producers, broadcasters and pay-TV providers
4.2.2. Network operators and pay-TV providers
4.3. Internet companies
4.3.1. Internet giants
4.3.2. OTT pure-players’ VOD services
4.4. The distribution chain
4.5. Strategic analysis
4.5.1. TV market players
4.5.2. CE market players
4.5.3. Internet companies
5. MARKET SCENARIOS FOR CONNECTED TV IN 2025
5.1. Two core disruptions shaping the market between now and 2025
5.1.1. Rate of spending on IP networks and infrastructure
5.1.2. How much viewing becomes an individual pastime
5.2. Definition and qualification of the three scenarios for 2025
5.3. Impact of the three connected TV scenarios
TABLES & FIGURES
Table 1: Video services available on the different connected TV devices
Table 2: SWOT analysis of TV industry players in the connected TV environment
Table 3: SWOT analysis of CE market players in the connected TV environment
Table 4: SWOT analysis of Internet companies in the connected TV environment
Table 5: Conditions enabling the three scenarios
Table 6: Hypotheses for viewing habits and the OTT video market up to 2025
Figure 1: Growth of connectable TV shipments (to retailers) in Europe, 2010-2015
Figure 2: Tutorial for connecting an LG TV to the Internet (platform WebOS)
Figure 3: Installed base of streaming devices in Europe and worldwide, 2010-2015
Figure 4: Growth of VOD service revenue in Europe, 2010-2015
Figure 5: Growth of SVOD service revenue in Europe, 2010-2015
Figure 6: Tablet owners’ use of OTT video services in a selection of countries, October 2015
Figure 7: Casting from a smartphone or a tablet to a TV set
Figure 8: Current rate and increase in the use of streaming on smartphones and tablets, in 2015
Figure 9: Recommendations from CanalPlay, SVOD for iPad users
Figure 10: Live recommendation engine on Comcast’s X1
Figure 11: Type of content watched on connected TVs in a selection of countries, October 2015
Figure 12: Installed base of smartphones, tablets and computers in Europe, 2010-2015
Figure 13: Type of content watched on tablets in a selection of countries, October 2015
Figure 14: Percentage of people in the UK who use their smartphones while watching a film or TV, in 2015
Figure 15: Voice control function on Amazon Fire TV devices
Figure 16: Using a smart watch to control Com Hem TiVos
Figure 17: Managing the home using a Samsung Smart TV
Figure 18: Popularity of streaming and pay-TV services amongst users in the United States according to age group, November 2014
Figure 19: Growth of Netflix’s global footprint between April 2015 and January 2016
Figure 20: Growth of broadband subscribers worldwide, 2009-2015
Figure 21: Recommended Internet speeds for OTT streams, depending on quality
Figure 22: Engagement reduction due to buffering, 2011-2014
Figure 23: Expected gains in compression from HEVC
Figure 24: Firefox OS TV platform
Figure 25: Partnership between TV manufacturers and Netflix for labelling TVs that provide easy access to the SVOD service
Figure 26: The WebOS 3.0 TV platform
Figure 27: The Smart Hub (Tizen) TV platform with the Time Warner Cable app
Figure 28: Playstation Now targeting multiple devices
Figure 29: Smart TV Roku – TCL partnership
Figure 30: Interface for the Channel Master hybrid terrestrial DVR
Figure 31: Evolution of Roku devices
Figure 32: Apple TV
Figure 33: How HbbTV 2.0 works
Figure 34: The YouView hybrid broadcast/broadband solution
Figure 35: Users’ perceptions of the role of the BBC iPlayer versus Netflix
Figure 36: Accessing the EPG, catch-up TV and Arte Concert via HbbTV
Figure 37: Accessing services using the BBC’s 'Red Button+'
Figure 38: The Salto start-over service for HbbTV devices
Figure 39: HBO’s multiple device plan
Figure 40: Premium Play
Figure 41: RDK architecture
Figure 42: Fransat by Samsung: device/platform integration
Figure 43: Comcast’s Stream offering
Figure 44: OTT services integrated into the BMW ConnectedDrive platform
Figure 45: Horizon TV
Figure 46: The TV d'Orange streaming stick
Figure 47: Sky’s Now TV streaming box
Figure 48: The Movistar TV with built-in DVR
Figure 49: Nexus Player from Google, in partnership with Asus
Figure 50: Amazon Fire TV Stick
Figure 51: Market share for the different smartphone OS in France, in 2015
Figure 52: Amazon’s Streaming Partners Program
Figure 53: Android TV on a Nexus Player
Figure 54: Trial for a central video button on the Facebook app
Figure 55: Microsoft’s single platform strategy
Figure 56: Netflix: a platform and device-agnostic OTT video service
Figure 57: How a selection of players are positioned along the distribution chain
Figure 58: Examples of possible partnerships between the different industries
Figure 59: Defining the scenarios for connected TV in 2025
Figure 60: How the three scenarios will impact the connected TV market up to 2025.
LIST OF PLAYERS
Apple
Amazon
BBC
Comcast
Deutsche Telekom
Facebook
France Télévisions
Google
HBO
Liberty Global
LG Electronics
Mediaset
Microsoft
Netflix
Orange
Roku
Samsung
Sony
Telefónica
Sky
TCL
Table 1: Video services available on the different connected TV devices
Table 2: SWOT analysis of TV industry players in the connected TV environment
Table 3: SWOT analysis of CE market players in the connected TV environment
Table 4: SWOT analysis of Internet companies in the connected TV environment
Table 5: Conditions enabling the three scenarios
Table 6: Hypotheses for viewing habits and the OTT video market up to 2025
Figure 1: Growth of connectable TV shipments (to retailers) in Europe, 2010-2015
Figure 2: Tutorial for connecting an LG TV to the Internet (platform WebOS)
Figure 3: Installed base of streaming devices in Europe and worldwide, 2010-2015
Figure 4: Growth of VOD service revenue in Europe, 2010-2015
Figure 5: Growth of SVOD service revenue in Europe, 2010-2015
Figure 6: Tablet owners’ use of OTT video services in a selection of countries, October 2015
Figure 7: Casting from a smartphone or a tablet to a TV set
Figure 8: Current rate and increase in the use of streaming on smartphones and tablets, in 2015
Figure 9: Recommendations from CanalPlay, SVOD for iPad users
Figure 10: Live recommendation engine on Comcast’s X1
Figure 11: Type of content watched on connected TVs in a selection of countries, October 2015
Figure 12: Installed base of smartphones, tablets and computers in Europe, 2010-2015
Figure 13: Type of content watched on tablets in a selection of countries, October 2015
Figure 14: Percentage of people in the UK who use their smartphones while watching a film or TV, in 2015
Figure 15: Voice control function on Amazon Fire TV devices
Figure 16: Using a smart watch to control Com Hem TiVos
Figure 17: Managing the home using a Samsung Smart TV
Figure 18: Popularity of streaming and pay-TV services amongst users in the United States according to age group, November 2014
Figure 19: Growth of Netflix’s global footprint between April 2015 and January 2016
Figure 20: Growth of broadband subscribers worldwide, 2009-2015
Figure 21: Recommended Internet speeds for OTT streams, depending on quality
Figure 22: Engagement reduction due to buffering, 2011-2014
Figure 23: Expected gains in compression from HEVC
Figure 24: Firefox OS TV platform
Figure 25: Partnership between TV manufacturers and Netflix for labelling TVs that provide easy access to the SVOD service
Figure 26: The WebOS 3.0 TV platform
Figure 27: The Smart Hub (Tizen) TV platform with the Time Warner Cable app
Figure 28: Playstation Now targeting multiple devices
Figure 29: Smart TV Roku – TCL partnership
Figure 30: Interface for the Channel Master hybrid terrestrial DVR
Figure 31: Evolution of Roku devices
Figure 32: Apple TV
Figure 33: How HbbTV 2.0 works
Figure 34: The YouView hybrid broadcast/broadband solution
Figure 35: Users’ perceptions of the role of the BBC iPlayer versus Netflix
Figure 36: Accessing the EPG, catch-up TV and Arte Concert via HbbTV
Figure 37: Accessing services using the BBC’s 'Red Button+'
Figure 38: The Salto start-over service for HbbTV devices
Figure 39: HBO’s multiple device plan
Figure 40: Premium Play
Figure 41: RDK architecture
Figure 42: Fransat by Samsung: device/platform integration
Figure 43: Comcast’s Stream offering
Figure 44: OTT services integrated into the BMW ConnectedDrive platform
Figure 45: Horizon TV
Figure 46: The TV d'Orange streaming stick
Figure 47: Sky’s Now TV streaming box
Figure 48: The Movistar TV with built-in DVR
Figure 49: Nexus Player from Google, in partnership with Asus
Figure 50: Amazon Fire TV Stick
Figure 51: Market share for the different smartphone OS in France, in 2015
Figure 52: Amazon’s Streaming Partners Program
Figure 53: Android TV on a Nexus Player
Figure 54: Trial for a central video button on the Facebook app
Figure 55: Microsoft’s single platform strategy
Figure 56: Netflix: a platform and device-agnostic OTT video service
Figure 57: How a selection of players are positioned along the distribution chain
Figure 58: Examples of possible partnerships between the different industries
Figure 59: Defining the scenarios for connected TV in 2025
Figure 60: How the three scenarios will impact the connected TV market up to 2025.
LIST OF PLAYERS
Apple
Amazon
BBC
Comcast
Deutsche Telekom
France Télévisions
HBO
Liberty Global
LG Electronics
Mediaset
Microsoft
Netflix
Orange
Roku
Samsung
Sony
Telefónica
Sky
TCL
