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Cable VOD Service: Not a Killer App, But Still A Useful Tool

Published by: In-Stat

Published: Jun. 22, 2004 - 35 Pages


Table of Contents


Executive Summary




Methodology




Video-on-Demand




A Quick Look at Interactive TV Applications

On-Demand Interactive TV Applications

The Concept of Video-on-Demand

VOD Delivery




The Business Model: The Economics of Cable VOD

Service Costs and Customer Usage of VOD Services

Additional Usage Metrics

Today's VOD Services: Challenges & Opportunities




US Consumer Survey: To VOD, or Not To VOD?

Key Findings

Do You Currently Subscribe to Cable TV Service?

Have You Heard of a Cable TV Service called Video-on-Demand?

Does Your Cable TV Operator Offer VOD Services To Your Home?

Have You Ever Used Cable TV's VOD Service?

What Is The Primary Reason You Haven't Used VOD?

How Often Do You Use VOD Services?

Which Kinds Of VOD Programs Do You Watch?

How Much Do You Spend Each Month on VOD Programming?

Do You Subscribe To An SVOD Service?




VOD Availability: Differences Abound Between Cable TV Operators

Cable Operator Survey

Availability of VOD Services

Penetration Of VOD Services

Does Your System Plan To Offer VOD Within 12 Months?

North American VOD Deployments

Cable VOD Outside of North America




VOD Service and Revenue Forecasts

VOD Forecast Assumptions

North American Cable VOD Services Forecast

Worldwide Cable VOD Services Forecast




List of Tables

Table 1. Common Interactive TV Applications

Table 2. VOD Service Costs & Customer Usage Metrics

Table 3. Consumer Survey: Do You Currently Subscribe to Cable TV Service?

Table 4. Have You Heard of a Cable TV Service Called Video-on-Demand?

Table 5. Does Your Cable TV Operator Offer VOD Services?

Table 6. Have You Ever Used Cable TV's VOD Service?

Table 7. What Is The Primary Reason You Haven't Used VOD?

Table 8. How Often Do You Use VOD Services?

Table 9. Which Kinds Of VOD Programs Do You Watch?

Table 10. How Much Do You Spend Each Month on VOD Programming?

Table 11. Do You Subscribe To An SVOD Service?

Table 12. Does Your System Currently Offer VOD Services?

Table 13. Percent Of Subscribers Currently Using VOD Services

Table 14. Does Your System Plan To Offer VOD Within 12 Months?

Table 15. North American VOD Deployments by Cable Operator

Table 16. North American Cable VOD Subscriber Forecast (subscribers in millions)

Table 17. North American Cable VOD Service Revenue Forecast (US$ in millions)

Table 18. Worldwide Cable VOD Subscriber Forecast (subscribers in millions)

Table 19. Worldwide Cable VOD Subscribers: Percentage of Subscribers by Geographic Region

Table 20. Worldwide Cable VOD Service Revenue Forecast (US$ in millions)




List of Figures

Figure 1. The Basic VOD Architecture

Figure 2. Does Your Cable TV Operator Offer VOD Services?

Figure 3. Have You Ever Used Cable TV's VOD Service?

Figure 4. Do You Subscribe To An SVOD Service?

Figure 5. Worldwide Cable VOD Subscriber Forecast (subscribers in millions)

Figure 6. Worldwide Cable VOD Service Revenue Forecast (US$ in millions)

Abstract

Cable TV operators continue to increase the availability of Video-on-Demand (VOD) services: as of mid-2004, approximately 50% of all US cable TV systems were offering VOD, and over 5 million cable TV households were regularly using the service to watch movies, view packaged premium programming, and even check out "free" shows and events. However, there are still questions about the best way to position the service, particulary in light of cable subscriber concerns about the scarcity of compelling content.

This report covers VOD services provided by cable TV operators. It describes the relationship between interactive TV services and VOD, and discusses the different types of VOD services that are available. The report specifically examines the packaging and economics of VOD services, looks at the business model challenges facing VOD, and provides a comprehensive look at current cable-based VOD deployments.

The report also provides the results of two VOD surveys. The first survey polled US cable TV systems operators about the current and future availability of VOD services. The second survey asked over one thousand US households about their awareness, and their use, of cable-based VOD services.

In addition, the report provides North American and worldwide forecasts for VOD subscribers and service revenues through the year 2008.

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