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The Future of Connected TV |
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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? |
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Table of Contents : |
Tony Glover 2
Disclaimer 2
Executive summary 11
Introduction to Connected TV 11
Market dynamics 11
The main players – changing competitive landscape 12
New players – changing competitive landscape 13
Developments in the set top box market 14
Opportunities and challenges in 3D Connected TV 15
The Future of Connected TV 15
Chapter 1 Introduction 17
Scope and interested parties 17
Methodology 17
Primary research 17
Secondary research 17
Glossary/Abbreviations 18
Chapter 2 Introduction to Connected TV 19
Summary 19
Introduction 19
The battle for market share 19
Microsoft already connects to millions of TVs 20
New impetus for connected TV at CES 2011 22
Chapter 3 Market dynamics 24
Summary 24
Introduction 25
Monetization strategies 25
Potential revenue sources: 25
The ‘Walled Garden’ 26
Revenge of the Couch Potatoes 28
Future growth 29
Connected TV shipment growth 29
Global growth drivers 30
Global growth inhibitors 31
Growth in online video 32
Industry forecasts 32
Widening the TV broadband pipe 35
Global broadband adoption 35
UK broadband adoption 37
Cutting the cord 37
Gaming, shopping and adult content to drive revenues 39
Gaming and retailing 39
Adult viewing 40
‘Picks and shovels’ 42
Stakeholders further down the value chain make the most of Connected TV 42
Cisco’s Videoscape features 43
European software developers 43
Chapter 4 The main players – changing competitive landscape 45
Summary 45
Introduction 46
Major players 46
Sky versus BT – a dispute over content 46
BT enters the social networking arena 48
BT’s main rivals 49
Sky improves existing service 50
Sky 3D 53
Sky SWOT analysis 55
Strengths 55
Weaknesses 55
Opportunities 56
Threats 56
BT SWOT analysis 57
Strengths 57
Weaknesses 57
Opportunities 57
Threats 58
Virgin territory 58
Virgin Media SWOT analysis 59
Strengths 59
Weaknesses 60
Opportunities 61
Threats 61
Google TV versus Yahoo Connected TV 62
Yahoo Connected TV to monetize its offering 62
Yahoo Connected TV SWOT analysis 64
Strengths 64
Weaknesses 65
Opportunities 65
Threats 65
Facebook weighs in 66
Facebook SWOT analysis 67
Strengths 67
Weaknesses 68
Opportunities 68
Chapter 5 New competitors – changing competitive landscape 70
Summary 70
Introduction 71
Google gets tough 71
Clampdown on search results for potentially illegal content 71
File sharers fight back 72
Claim to offer legitimate competition 72
New free services offer wide choices as an alternative to file sharing 73
BitTorrent versus Google 74
Google blocks BitTorrent, but BitTorrent has governmental seal of approval 74
Google’s ban is strategic, not altruistic 74
BitTorrent’s position depends on the outcome of the net neutrality debate 75
BitTorrent exclusive Q&A – becoming a central pillar of connected TV 75
BitTorrent SWOT analysis 78
Strengths 78
Weaknesses 79
Opportunities 79
Threats 79
Google SWOT analysis 80
Strengths 80
Weaknesses 80
Opportunities 81
Threats 81
New competitor SWOT analyses 82
YouView SWOT analysis 82
Strengths 82
Weaknesses 82
Opportunities 83
Threats 83
Netflix SWOT analysis 83
Strengths 83
Weaknesses 84
Opportunities 84
Threats 84
Hulu SWOT analysis 85
Strengths 85
Weaknesses 86
Opportunities 86
Threats 87
Chapter 6 Developments in the set top box market 88
Summary 88
Introduction 89
Advantages over connected TV sets 89
Set top box market growth 90
Total shipments 90
Connected set top box shipments 91
Console shipments 92
Microsoft sell more set top boxes than Apple 94
Apple TV 94
Apple SWOT analysis 96
Strengths 96
Weaknesses 97
Opportunities 98
Threats 98
Microsoft SWOT analysis 99
Strengths 99
Weaknesses 99
Opportunities 100
Threats 101
Beyond Apple and Microsoft 102
Pace shows strong growth 102
Mobile convergence encourages competition 102
Rivals such as Roku and Boxee benefit from Apple TV’s publicity 102
The set top box middleware market 103
Microsoft leads the market but competitors form partnerships to fight back 103
Low cost Asian developers threaten western incumbents 104
Chapter 7 Opportunities and challenges in 3D Connected TV 105
Summary 105
Introduction 105
New 3D TVs in 2011 106
New 3D TVs rolled out but uncertain to make an impression 106
Consumer attention, equipment, cost and content all provide challenges 106
3D requires full attention 106
Shutter glasses are a costly nuisance 106
Cost is an issue for the majority of consumers 107
There needs to be sufficient 3D content to make it a valuable proposition 107
Walled garden approach counteracts piracy 108
Health fears 109
Drivers and inhibitors to investing in 3D TV 110
Drivers 110
Inhibitors 110
Chapter 8 The future of Connected TV 112
Summary 112
The shape of things to come 113
Social networking and interaction with content 113
Mobile services combine with the TV to create disruption 113
Increasingly interactive services 114
Consumer meta-themes driving adoption of Connected TV 115
Convergence 115
Personalization 116
Social networking 116
Conclusion 116
Table of figures
Figure 1: IPTV subscriber share by region, 2010 26
Figure 2: Connected TV shipments by region (m), 2009-2013 29
Figure 3: Internet video users by region (m), 2009-2014 33
Figure 4: Top 10 broadband countries by fixed lines (m), Q3’09-Q3’10 36
Figure 5: Global broadband technology market share (%), Q3'10 38
Figure 6: Global total set top box shipments (m), 2009-14 90
Figure 7: Global connected set top box shipments (m), 2009-14 91
Figure 8: Global connected set top box shipments as % of total, 2009-14 92
Figure 9: Global fixed console shipments (m), 2009-14 93
Figure 10: Consumer meta-themes shaping the Connected TV market 115
Table of tables
Table 1: IPTV subscriber share by region, 2010 26
Table 2: Connected TV shipments by region (m), 2009-2013 30
Table 3: Internet video users by region (m), 2009-2014 33
Table 4: Top 10 broadband countries by fixed lines (m), Q3’09-Q3’10 36
Table 5: Global broadband technology market share (%), Q3'10 39
Table 6: Global total set top box shipments (m), 2009-14 90
Table 7: Global connected set top box shipments (m), 2009-14 91
Table 8: Global connected set top box shipments as % of total, 2009-14 92
Table 9: Global fixed console shipments (m), 2009-14 93 |
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Published By : Business Insights |
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