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Tracking Global Multiscreen Video (MSV) Services to Profitability in IPTV, Cable & Satellite — Taking OTT/Internet Video to Mobile: January 2012

Multimedia Research Group, Inc.
January 1, 2012
98 Pages - SKU: BFAQ6799197

Abstract Table of Contents Related Reports

Countries covered: Global

With the advancement of OTT/Internet Video migrating to many mobile platforms, and with Content Owners & Programmers fighting for new markets without cannibalizing normal channels of distribution, this new report from MRG gives concrete and mathematical evidence of the ROI guidelines and best practices developed for MSV services already deployed by IPTV, Cable and Satellite Operators worldwide. By articulating the key elements of the CDN, their costs, potential architectures and OpEx for each configuration and deployment size, the report shows in detail that there are several ways to reach profitability or break-even for both large and small Operators, based on in-depth surveys and interviews with over 40 Operators and supporting Vendors.

"The large Cable and IPTV Operators especially cannot sit around and wait for costs to go down before doing something," says Ken Pyle, MRG Analyst. "These Operators have to start immediately and will know how CapEx and OpEx for each CDN component will change in the next 5 years, thanks to this report." By clearly defining each component of the MSV system and the CDNs that support it, the report is the first available that allows OpEx and CapEx to be calculated in an end-to-end MSV system that serves up to 10 screens in the typical household, in support of Operations ranging from 50k to 1 million subscribers over 5 years. "The extensive survey, besides identifying what kind of content and services to offer in a MSV service, also tracks how consumers use different devices in different ways," says Pyle. "Knowing how someone uses a smartphone or iPad as a second device while watching the main screen can make a huge difference in developing the app to support it." Besides offering Operator profiles of MSV services, the report includes key Vendor profiles and findings about related technologies such as UltraViolet, DASH, and others.

1 Executive Overview: 1.1 Multiscreen Video - A Continuum of Features; 1.2 Electronic Program Guide; 1.3 Search and Discover; 1.4 Control; 1.5 Access within the Home; 1.6 Access Everywhere; 1.7 Follow Me; 1.8 Quick View: Findings Overview
2 Dominant Protocols: 2.1 Dominant Streaming Protocols & Platforms
3 MSV Users and Operators: 3.1 How People Watch Video on Different Devices; 3.2 MSV Examples
4 Economics of Multiscreen Video: 4.1 Investment; 4.2 Revenue; 4.3 Example: Customer Retention and Loyalty - Bright House’s iPad Application
5 ROI Analysis of Multiscreen Video: 5.1 Model
6 Future of tving — the Ultimate MSV Service?
7 Glossary
8 Index of Companies
Table of Figures: Figure 1-1: OTT a Direct Relationship Between the Programmer and Viewer; Figure 1-2: MSV - Where the Relationship is Between the Operator and Viewer; Figure 1-3: MSV - Viewer’s Device Authenticated By and Streamed From the Operator; Figure 1-4: MSV - Viewer’s Device Authenticated By and Streamed for Operator by Third-Party; Figure 1-5: Multiscreen Video Services - A Continuum of Features; Figure 1-6: Guide - Being Able to Extend an Operator’s Guide to a Companion Screen; Figure 1-7: Search and Discover - Being Able to Search and Discover Video Content on a Device (e.g.,phone) that is Independent of the Viewing Device; Figure 1-8: Control - Being Able to Search and Discover Content on One Device (e.g., phone) & Use that Device to Control the Output of Another Device (e.g., TV); Figure 1-9: Home Access: Access Content From Any Device, Anywhere Inside the Home; Figure 1-10: Access Everywhere: Access Content From Any Device, Anywhere Outside the Home; Figure 1-11: Follow Me: Ability to Watch Video on Any Device, Pause the Video and Resume Watching on Another Device; Figure 2-1: Streaming Protocols in 2011; Figure 2-2: Streaming Protocols in 2012; Figure 2-3: How Do You Measure Concurrency; Figure 2-4: Concurrency Bottlenecks; Figure 3-1: Conversion Rate Q3/2011 (plays/displays); Figure 3-2: Viewer Engagement Q3/2011; Figure 3-3: Percentage of Audience that Watched at Least 3/4 Through a 10 Minute or Longer Video; Figure 4-1: End-to-End System; Figure 4-2: The Relative Amount of Storage vs. Transcoders as a Function of Where Storage is Placed in the Network; Figure 4-3: Storage Location; Figure 4-4: Distributed Packagers; Figure 4-5: Transcoding & Packaging in the Home Gateway; Figure 4-6: Subscription Revenue Potential (US$); Figure 4-7: Screenshot of AT&T’s “U-verse Live TV”; Figure 4-8: Likelihood of When a Cable Operator Will Invade Another MSO’s Footprint; Figure 4-9: How Can You Earn Revenue From Third-Party OTT Services; Figure 4-10: What Other Business Models are Being Used or Considered by Operators with Regards to Monetizing MSV?; Figure 4-11: Example of Bright House TV iPad App from iTunes; Figure 5-1: Client Application, How Will It Be Provided; Figure 5-2: Programmer Streaming Directly to Customer with Operator Authenticating and Authorizing Client Device; Figure 5-3: On a Scale of 1 to 10, Who Is Most Likely to Pay for the Streams From Programmer to Operator; Figure 5-4: Percent of Operator Channels that Will Be Transcoded by the End of 2011, 2012 & 2015, According to Operator and Vendors; Figure 5-5: Content Rights: On a Scale of 1 to 10 (with 10 being the highest priority), which Rights Are the Highest Priorities for You to Obtain?; Figure 5-6: Net Revenue Improvement for Churn Reduction Only Case (US$); Figure 5-7: Net Revenue Improvement for Churn Reduction Plus Minimal Revenue (US$); Figure 5-8: Break-even Revenue Based on Subscribers and Zero Churn Reduction (US$); Figure 6-1: Example of tving Packages; Figure 6-2: Example of tving’s Social Features; Figure 6-3: Example of tving’s Advanced Features; Figure 7-1: Time Warner iOS App
Table of Tables: Table 3-1: Select Worldwide MSV Deployments; Table 4-1: Ratio of Operator-Owned Packagers to Transcoders; Table 5-1: Summary of Assumptions for the Model (US$); Table 5-2: Net Annual Savings for Reducing Bandwidth from 1.5 to 1.25 Mb/s (US$)21; Table 5-3: Capital Costs (US$); Table 5-4: Per Subscriber Capital Costs (US$); Table 5-5: On-demand Packaging Scenario (US$); Table 5-6: Net Revenue Improvement 2% to 1.8% Reduction in Churn (US$); Table 5-7: Net Revenue Improvement 2% to 1.8% Reduction in Churn with US$1.25/Month; Revenue/Subscriber Example (US$)

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Tracking Global Multiscreen Video (MSV) Services to Profitability in IPTV, Cable & Satellite — Taking OTT/Internet Video to Mobile: January 2012

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