The Future of Connected TV

Over the next few years, Connected TV will become a mainstream consumer technology. Its widespread adoption will not only be disruptive to the entertainment industry; it will also heavily impact the global advertising and marketing industries.

This report examines the market around the new medium of Connected TV. It looks at the role of established TV broadcasters, Internet companies, TV and set top box makers, and niche players in the new industry aiming to take market share from the incumbents. It examines the birth pangs of Connected TV and includes detailed analyses of each of the main players’ strategies for gaining market share.

Scope of this research

• Understand why the Internet TV market is about to become the biggest new entertainment medium since the advent of broadcast TV.
• Identify the key players in the market and how they are positioned to take full commercial advantage of Connected TV.
• Establish successful monetization strategies to take advantage of the new medium.
• Analyze the current and future state of the Internet TV market, focusing on Connected TV.
• Examine the way in which social networking, 3DTV and other innovations are set to accelerate the adoption of Internet TV.

Research and analysis highlights

Global Connected TV shipments are set to see huge growth over the coming years, at a CAGR of 58.3% between 2009-14. The Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014. Although still a small market, the Middle East and Africa will see the fastest growth over the period.

Global total set top box shipments (including DTT, IPTV, Cable, and Satellite connections) are set to grow from around 177m in 2009 to over 207m in 2014. Global IPTV set top box shipments are expected to grow from 19.4m to 57.5m between 2009-14.

The battle to win a big slice of the global connected TV pie has already attracted companies which are not traditionally associated with living room TV. Google TV, Yahoo Connected TV, Apple TV and even Microsoft are now all hotly competing for TV viewers in the era of Connected TV.

Key reasons to purchase this research

• What is the scale of the Connected TV and set top box market?
• Will Internet TV replace traditional broadcasting?
• Who will be the winners and losers in the Connected TV market?
• What technologies/services/content will come to dominate the new medium?
• How will the new medium develop over the next five years?