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Hybrid TV Prospects

IDATE
December 1, 2011
SKU: IDT6789175

Abstract Table of Contents Related Reports

Hybrid TV is now a reality, and gaining momentum. The appetite for OTT video content, reinforced by the development of connected TV solutions further exacerbates this phenomenon. This study aims to position the hybrid solutions in this new context and to measure their impact on the "big" TV markets.

Key questions

How does the development of connected TV affect the balance between the various segments of the TV broadcasting market?
What are the impacts on the video supply chain, and what space is there for the Internet players? Is the cord cutting a real threat or rather an emerging opportunity?
What hybrid positioning for cable and IPTV operators?
Will connected devices mean a comeback for satellite and DTT operators?
What is the current state of play in the standardisation of hybrid solutions, and what are the results to date?
How do the settings, networks and players of "big" TV markets influence the potential of market-specific hybrid TV? What are the prospects for 2015?

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1 Executive Summary: 1.1 IDATE estimates the market for OTT video services on the TV at EUR 3.4 billion in 2015; 1.2 Connected TV, a driver for hybrid distribution; 1.3 The distribution chain: Is this war?; 1.4 The “hybridization” of TV distribution will have major impacts, and broadcast players must seize this opportunity; 1.5 Trends in hybrid’s development and positioning of hybrid solutions
2 Méthodology
3 The Market for Video Services on Connected TVs: 3.1 Offerings and positioning of connected TV players and proponents; 3.2 Market forecasts
4 Market Structure & Key Issues: 4.1 Why hybrid distribution?; 4.2 TV/video distribution networks: broadcast vs. two-way; 4.3 Hybrid distribution
5 Impact of Hybrid TV on the Dynamics of the OTT Video Industry: 5.1 Industry structure; 5.2 Case studies
6 Issues at Stake: 6.1 Cord cutting and the strategy of pay TV operators; 6.2 Bandwidth and service trade-offs made by wireline operators; 6.3 Connected devices, a return path for satellite and DTT operators?; 6.4 Standardization: TV versus the Internet?
7 Positioning of Hybrid TV Solutions on the Video Distribution Market: 7.1 Market-per-market positioning of hybrid solutions; 7.2 Hybrid TV outlook by market: Germany, Spain, France, Italy, UK, USA
Index of Tables: Table 1: Types of connected TV service; Table 2: Distribution of the main pay VOD services and YouTube on the primary connected TV platforms in the US; Table 3: Detailed breakdown of installed base of connectable devices in the major European countries and the US, 2010-2015; Table 4: Top online video destinations in the US by average time per viewer, in May 2011; Table 5: Characteristics of video distribution networks; Table 6: Video distribution billing models in Europe for a 2.5 Mbps SDTV channel (or equivalent) 44; Table 7: Microsoft partnership agreements in hybrid TV worldwide; Table 8: Change in online video consumption, 2010-2015; Table 9: Positioning of hybrid TV solutions
Index of Figures: Figure 1: Estimated potential of hybrid TV market by country; Figure 2: Positioning of the key players in hybrid TV; Figure 3: Connected TV access technologies and players; Figure 4: Panasonic Viera Cast home screen; Figure 5: Philips Net TV home screen; Figure 6: Facebook widget on Verizon FiOS TV; Figure 7: Widgets on VUDU Apps; Figure 8: New Google TV interface; Figure 9: Search on Google TV; Figure 10: Positioning of the offerings of connected TV players; Figure 11: Connected TV access technologies in Europe, 2010-2015; Figure 13: Connected TV access technologies in the US, 2010-2015; Figure 14: Penetration rates of connected TV access technologies in the major European countries and the US, 2015; Figure 15: Change in value of global market for OTT video on the TV, forecast, 2010-2015; Figure 16: Breakdown of market for video services on the TV by value, Europe, 2015; Figure 17: Breakdown of market for video services on the TV by value, US, 2015; Figure 19: TV viewing vs. video streaming in the US; Figure 20: Time spent watching video by service type, US, 2007-2010; Figure 21: Modes of consumption by Netflix and Hulu users; Figure 22: Platforms and programs consumed on the Internet; Figure 23: Types of program viewed, by format; Figure 24: TV access methods compatible with OTT video services; Figure 25: Change in CAPEX of US cable operators; Figure 26: Change in CAPEX of wireline telecom operators; Figure 27: Estimated potential of hybrid TV per country, % of TVHH; Figure 29: Satellite video applications; Figure 30: Terrestrial video distribution; Figure 31: Typical HFC cable architecture; Figure 32: How multicast works for IPTV; Figure 33: How download, progressive download and streaming work; Figure 34: Consumer Internet traffic; Figure 35: Network trade-offs; Figure 36: Access to video content: a potential alternative to triple play combining a broadcast network and the open Internet; Figure 37: Positioning of key hybrid TV players along the distribution chain; Figure 38: Content release windows; Figure 39: Change in cumulative audience of top five TV channels per country; Figure 40: Overview of the OTT offerings from Amazon, Blockbuster, Hulu and Netflix; Figure 42: Description of the solution offered by Espial; Figure 43: Technical principle behind the HbbTV hybrid television standard; Figure 44: Fetch TV’s hybrid television service model; Figure 45: Most common hybrid TV model with an Internet STB; Figure 46: Installed base of Blu-ray players in the US and Europe, 2010-2015; Figure 47: DTT hybrid television on an OTT video/managed network via video game console; Figure 48: Modified game console used as an STB on a second TV set for AT&T subscribers in the US 52; Figure 49: Expansion of the installed base of connected TVs in the major European countries and the US, 2010-2015; Figure 50: Positioning of the key players in hybrid TV; Figure 51: TiVo interface; Figure 52: Change in the base of TiVo subscribers worldwide; Figure 53: The new Apple TV box; Figure 55: Orange portal home screen; Figure 56: Orange sports info header on the Orange portal; Figure 57: HbbTV interactive services from France Télévisions during the French Open tournament59; Figure 58: Application for voting live during the France 2 TV news program; Figure 59: Change in TV subscribers in the US, by platform (Q1 2009-Q1 2011); Figure 60: How viewers usually watch TV series in the US; Figure 62: Example of an RF frequency spectrum usage in HFC networks in Europe; Figure 63: Is Docsis 3 a potential technical solution for absorbing traffic overload?; Figure 64: Illustration of initiatives toward ITU-T and IPTV interoperability; Figure 65: Example of IPTV (ITU-T H.721) standardization for connected TVs in Japan; Figure 66: Illustration of hybrid MHP; Figure 67: HbbTV specifications; Figure 68: Modes of TV/video distribution in the US; Figure 69: Modes of TV/video distribution in Germany; Figure 70: Modes of TV/video distribution in France; Figure 71: Modes of TV/video distribution in the UK; Figure 72: Modes of TV/video distribution in Spain; Figure 73: Modes of TV/video distribution in Italy

Hybrid TV Prospects

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