TV 2.0 : Market Research Report

TV 2.0

Published by: IDATE

Published: Feb. 1, 2007 - 170 Pages

1. The shift to TV 2.0…: 1.1. What is a TV service, really?; 1.2. Online behaviour: current trends; 1.3. What does Egocasting mean?; 1.4. A selection of emblematic TV 2.0 initiatives
2. Are viewers ready for TV 2.0?: 2.1. Media consumption structure; 2.2. A new way of watching television; 2.3. The Internet, still not entirely an entertainment medium…; 2.4. Willingness to pay for media services
3. What tools and technologies for TV 2.0?: 3.1. Online TV/video viewing technologies and software; 3.2. Advances in digital home networks; 3.3. Internet offers for watching TV or video when on the move
4. A diverse online video offer… with little appeal: 4.1. What type of content?; 4.2. Which services?
5. Redeployment and new approaches to advertising: 5.1. What are the options for advertisers?; 5.2. Trade-offs generally favouring Internet…; 5.3. The Internet: an increasingly efficient medium?
6. Increased availability and appeal of programmes and services on the Web?: 6.1. Changes to copyright and regulations governing the use of video content; 6.2. Progress made in DRM; 6.3. The need to change media chronology; 6.4. European Directive on audiovisual media
7. Player strategies: choosing the right business model: 7.1. Top Internet brands; 7.2. TV's traditional players; 7.3. Studios and production companies; 7.4. Video distribution platforms (streaming or downloading); 7.5. Telecoms operators and access providers; 7.6. The Press; 7.7. How will the market be organised as a whole?
8. Conclusions: How can TV fit in to this new environment?: 8.1. Review of some key trends; 8.2. What are the conditions for the emergence of TV 2.0?; 8.3. TV 2.0 development scenario; 8.4. Conclusions

List of tables

Table 1: P2P Reach

Table 2: Structure of media consumption in the United States, 2000-2006

Table 3: European use of new media

Table 4: Broadband Penetration in European Countries

Table 5: Penetration of P2P based on age

Table 6: Type of content downloaded via P2P

Table 7: Internet Usage - Watching TV and Listening to Music

Table 8: United States - May 2006 - Top 10 most visited video sites

Table 9: United States, Top 10 TV destinations on the Web

Table 10: United States, Top 5 destinations for downloading video and music from the Web

Table 11: "Cost" of the rising use of Internet by young people in Europe, in 2006

Table 12: Rise in revenues generated by the sale of content online in Western Europe between 2004 and 2009

Table 13: Leading Media Players

Table 14: Streaming Media Players - Unique Users (000) 2003-2006

Table 15: Video formats supported by the main Media Players

Table 16: Main multi-network file-sharing applications

Table 17: Main video RSS players

Table 18: Main consumer PVR software for the PC

Table 19: Digital home: main development models in the short-to-medium term

Table 20: Structure of offering, as listed by the Imvite guide (August 2006)

Table 21: Examples of vlog directories

Table 22: Examples of WebTV directories

Table 23: Review of a selection of video-sharing sites

Table 24: Comparison of the main movie-download services in the United States

Table 25: Main VOD offers on the Internet in France - June 2006

Table 26: Main VOD services on the Internet in Germany, the UK, Italy and Spain

Table 27: Comparative advertising advantages of different media

Table 28: Changes in worldwide ad-spend on the major media between 2004 and 2008

Table 29: Growth of advertising expenditure in Europe, 2005 to 2006

Table 30: Situation on the processes of transposition of European Directive 2001/29/EC in the 25 Member States

Table 31: Main suppliers of DRM systems

Table 32: Some initiatives in online audiovisual programming in the United States

Table 33: Some audiovisual programming initiatives on the Internet in the United States and Europe

Table 34: The predominant business models for financing online video content and services, by types of players

Table 35: Main strengths and weaknesses of the different types of players in the provision of video content and services online

Table 36: Legal texts on "Net Neutrality" currently under discussion in the United States

List of figures

Figure 1: Expansion of the blogosphere since 2003

Figure 2: From mass media to personal media

Figure 3: Characteristics of European media consumption during the day

Figure 4: French households' interest in VOD and SVOD

Figure 5: Shift in PVR user base in the United States

Figure 6: Types of real-time programmes watched in American households with a DVR, in 2004

Figure 7: Time spent by Europeans on Internet per week

Figure 8: French teenagers' Internet usage in 2006

Figure 9: Internet usages

Figure 10: Internet activities of Europeans in 2005

Figure 11: Posting of content on the Internet in France

Figure 12: Mix of P2P traffic volume by content category

Figure 13: Geographical origin of illegal downloads of TV programmes

Figure 14: American Internet users' awareness and usage of online video

Figure 15: Types of videos watched online in Europe

Figure 16: Types of videos watched online in the USA

Figure 17: "Cost" of the rising use of Internet in the United States, January 2006

Figure 18: United States - Quarterly spending on online content by category

Figure 19: United States - Annual spending on purchasing videos online

Figure 20: Europe - Propensity to pay, by content category available online

Figure 21: IP protocol usage between 1993 and 2006

Figure 22: The eDonkey Network traffic breakdown by format

Figure 23: FireAnt, video RSS aggregator specialising in vlogging

Figure 24: Freewire, streaming software using multicast

Figure 25: Veoh networks Internet TV approach

Figure 26: Dave.TV network cross-platform ecosystem

Figure 27: OMN's EPG

Figure 28: I'M's programme library

Figure 29: Rise in annual media server sales to 2010

Figure 30: How a DMA can be used in the home

Figure 31: Rate of French households' transition to the digital home

Figure 32: Penetration of digital media players with a hard drive in US households

Figure 33: United States: interest in new audiovisual equipment

Figure 34: The PMP from Aigo - MP-335 model

Figure 35: The Toshiba Gigabeat S portable Media Centre

Figure 36: United States: Penetration of the iPod by age group

Figure 37: How place-shifting works?

Figure 38: Home page of the Tioti.com portal

Figure 39: Home page of the PodShow video network

Figure 40: Illustration of Brand Entertainment strategy

Figure 41: Illustration of Media Hub strategy

Figure 42: Share of different media in worldwide advertising expenditure in 2005 and 2008

Figure 43: Changes in online advertising investment in the United States between 2002 and 2009

Figure 44: Comparative share of the main online advertising markets in 2005 United States, Europe and Japan

Figure 45: Changes in advertising expenditure in the United States, by media (for 2005)

Figure 46: Changes in online video advertising expenditure in the United States, between 2000 and 2009

Figure 47: Web users' interest in video content, by type of content

Figure 48: Awareness of DRM technologies in Europe

Figure 49: Consumers' acceptance of restrictions on usage

Figure 50: Changes in media chronology

Figure 51: Changing relationships between players in the media industry, between 2000/2001 and 2005/2006

Figure 52: Business positioning of the main players in the online video market

Figure 53: France, changes in time spent in front of the TV set when the home has a broadband connection

Figure 54: France, average weekly "screen-time" (in hours)

Figure 55: France, average weekly "screen-time", by age group

Figure 56: Projected cost to stream and store video content 2005-2015

Figure 57: Changes in the TV and Internet advertising market in the United States between 2001 and 2007

Figure 58: Scenario for TV 2.0: Structure of media consumption in 2015

Figure 59: Scenario for TV 2.0: Different media usages in 2015

Figure 60: Average TV ratings in 2015

Figure 61: Scenario for TV 2.0: Penetration of digital technologies in 2015

Abstract

After giving birth to the New Economy, the Internet is now shaping yet another phenomenon: the participative economy wherein attracting and keeping attention, obtaining the “15 minutes of fame” that Andy Warhol predicted for all, is becoming a new way to exchange with others.

This new environment to which the TV industry is now having to adapt is the world of Egocasting, centred chiefly around Internet that will end up being characterised by a culture of hyper-personalisation of media consumption, and by mass media’s shrinking prominence in the time we devote to entertainment.

Starting with a detailed look at the way that the online TV and video offer is developing, combined with an in-depth analysis of the tools and technologies paving the way for TV 2.0, this market report will explore the strategies being developed by the market’s players in a bid to strengthen their foothold in this new environment. The report will also analyse the way that “fundamentals” are evolving, i.e. advertising investment trends and the changes expected to be made to current regulations.

Taking account of the conditions shaping the emergence of TV 2.0, by way of a conclusion IDATE offers up possible TV 2.0 development scenarios to help deepen readers’ understanding of the ways that the TV sector is likely to change in the coming years, and to identify the keys to a successful future for television’s traditional players.

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TV 2.0

Table of Contents

Abstract