Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Terms
- Target audience segmentation
- Executive Summary
- Young industry already competing with traditional media
- The living room is still favored for long-form content
- For-pay and portable video lag behind free content online
- Future income models to follow traditional media conventions
- Where you want it, when you want it drives the market
- Crowded arena is expected to thin out
- Quality issues suggest continued competition from cable boxes
- Viral marketing king for now; promotions to become more relevant
- Providing an alternative to piracy
- A brief overview of the near-term future
- Market Drivers
- Competition for disposable time
- Figure 1: U.S. Penetration of leading media technologies, 2005 and 2007
- Figure 2: Hours of media usage per week, August 2006
- Where you want it, when you want it
- Figure 3: Reasons for purchasing DVR, August 2006
- Figure 4: Uses for downloaded video, August 2007
- The world' s greatest video library
- Interest in short content
- Free content
- Current Usage
- Free online content
- Figure 5: Usage of free downloadable and streaming video, on PCs and
portable devices, by age, August 2007
- Time spent watching free streaming video
- Figure 6: Time spent watching streaming video, on a PC, by key
demographics, August 2007
- Number of free videos downloaded
- Figure 7: Number of free videos downloaded in the last month, by key
demographics, August 2007
- Fee-based online content
- Figure 8: Usage of paid downloadable and streaming video, on PCs, by key
demographics, August 2007
- Paid video usage on portable platforms
- Figure 9: Usage of paid downloadable and streaming video on portable
devices, by key demographics, August 2007
- Pricing parameters and spending behavior
- Figure 10: Attitudes to paying for online video downloads and rentals,
August 2007
- Spend on online video
- Figure 11: Spending on video downloads, streams and subscriptions, PC
and portable platforms, August 2007
- Attitudes toward ownership
- Conclusions
- Industry Overview
- Introduction
- Peer-to-peer (P2P)
- Traditional content
- Online specialists
- Figure 12: Leading U.S. video streaming sites, March 2007
- Wireless
- Hardware companies
- Pure-play online video rental/download sites
- Figure 13: Overview of leading video rental/download sites, 2007
- Popularity of individual vendors
- Figure 14: Online video streaming/downloading services used, August 2007
- Figure 15: Online video streaming/downloading services used, by age,
August 2007
- Figure 16: Online video streaming/downloading services used, by
household income, August 2007
- Conclusions
- Content Quality, Access and Preferences
- Issues regarding content quality
- User attitudes
- Impact of HD adoption
- Figure 17: Household HDTV penetration, 2002-06
- Content access
- Figure 18: U.S. households with broadband and dial-up access, 2003-07
- Wireless access
- Content Preferences when Viewing Video on PCs
- Entertainment content
- Figure 19: Entertainment-oriented video viewed on PC, by gender, August
2007
- Figure 20: Entertainment-oriented video viewed on PC, by age, August 2007
- Figure 21: Entertainment-oriented video viewed on PC, by race/ethnicity,
August 2007
- News and non-fiction content
- Figure 22: News/non-fiction-oriented video viewed on PC, by gender,
August 2007
- Figure 23: News/non-fiction-oriented video viewed on PC, by age, August
2007
- Figure 24: News/non-fiction-oriented video viewed on PC, by
race/ethnicity, August 2007
- Music videos, amateur videos, ads, adult content, and more
- Figure 25: Other types of video viewed on a PC, by gender, August2007
- Figure 26: Other types of video viewed on a PC, by age, August2007
- Figure 27: Other types of video viewed on a PC, by household income,
August2007
- Figure 28: Other types of video viewed on a PC, by race/ethnicity,
August2007
- Strong audiences for free, current, branded video
- Advertising and Promotion
- Introduction
- Television advertising
- Websites
- Promotions
- Viral marketing and passthrough
- Figure 29: Interest in videos sent by friends, by key demographics,
August 2007
- Piracy and DRM
- Introduction
- Lessons learned from the music industry
- Figure 30: U.S. music manufacturer industry revenues, 2001-06
- Enforcement efforts have an impact
- Providing a legal alternative prevents piracy
- Lasting change to industry revenue models
- Consumer attitudes on P2P video downloads
- Figure 31: Consumers who don' t think P2P downloads are wrong, by key
demographics, August 2007
- Figure 32: Interest in free P2P vs. paid downloads, by key demographics,
August 2007
- Strategies for online and downloadable video
- Increase fear of piracy
- Creating the right value proposition
- Figure 33: Interest in DVD features and extras, by key demographics,
August 2007
- Create the right DRM system
- Devices and Viewing Behavior
- Interest in PC vs. TV viewing
- Figure 34: Consumer attitudes on PC vs. TV viewing, August 2007
- Figure 35: Consumer attitudes on PC vs. TV viewing, by age, August 2007
- Figure 36: Consumer attitudes on PC vs. TV viewing, by race/ethnicity,
August 2007
- Access to versatile viewing equipment
- Figure 37: Access to versatile viewing equipment, by gender, August 2007
- Figure 38: Access to versatile viewing equipment, by age, August 2007
- Figure 39: Access to versatile viewing equipment, by race/ethnicity,
August 2007
- Attitudes toward portable screen viewing
- Figure 40: Attitudes toward portable screen viewing, by key
demographics, August 2007
- Connecting the last 12-feet remains a challenge
- The Future
- Traditional providers retain an advantage
- No room in the middle
- The importance of exclusivity
- More lunges at the living room screen necessary
- Video to go offers more near-term promise
- The need for standards
- Different models for different content
- Rent vs. own vs. subscribe
- Subscriptions and product placement in mobile platforms
- The next iTunes
- Appendix: Trade Associations
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