Table of Contents
Table of contents
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Introduction
Section 1: Pay-TV market outlook in emerging markets
- Most pay-TV subscriptions come from emerging markets
- Digital technology platforms are likely to drive VoD uptake
- Low ARPS limits pay-TV' s upside in emerging markets
Section 2: VoD drivers, obstacles and strategies
- 2.1 Drivers of VoD provisioning
- New revenue streams driven by VoD capabilities
- VoD as a differentiator
- VoD can help satisfy customer demand and build loyalty
- 2.2 Obstacles to VoD adoption in emerging markets
- Customer profiles and purchasing power
- Regulatory hurdles
- Limited penetration of enabling platforms
- Investing in bandwidth and managing it efficiently
- A questionable business case for content providers
- Inadequate quantity and quality of VoD content
- Negotiating a favorable revenue-sharing split with content providers
- Finding the right mix of content can take time
- Free-to-air and pirated alternatives are abundant
- Online video and over-the-top broadband VoD: If you can' t beat
‘em, join ‘em
- 2.3 Finding the right VoD strategy
- Pay-per-view and NVoD
- Push VoD
- A la carte; movies on demand
- DVRs and time-shifted TV
- Subscription VoD
- Free VoD
- True VoD
- Operator profile - true VoD: VTR in Chile
- Interactive VoD
- Operator profile - interactive VoD: Airtel in India
- 2.4 Key findings
Section 3: Case studies
- 3.1 CASE STUDY: Cablevision to use VoD to drive Televisa' s digital
content in Mexico
- Pay-TV market context
- Cablevision overview
- Drivers behind VoD provisioning
- VoD offering and pricing
- Performance
- Challenges and lessons learned
- 3.2 CASE STUDY: Without complementary linear programming, Brasil
Telecom abandons strategy
- Pay-TV market context
- Oi/Brasil Telecom overview
- Drivers behind VoD provisioning
- VoD offering and pricing
- Performance
- Challenges and lessons learned
- 3.3 CASE STUDY: Akado will have to move past PPV to true VoD to
differentiate its services in Russia
- Pay-TV market context
- Akado overview
- Drivers of VoD provisioning
- VoD offering and pricing
- Performance
- Challenges and lessons learned
- 3.4 CASE STUDY: Piracy and online video are obstacles to VoD uptake in
China
- Pay-TV market context
- VoD offerings in China: Shenzhen Topway Video Communication
- VoD offerings in China: China Telecom in Shanghai
- Challenges and lessons learned
- 3.5 CASE STUDY: PCCW finds success in subscription-based VoD
- Pay-TV market context
- PCCW overview
- Drivers behind VoD provisioning
- VoD offering and pricing
- Performance
- Challenges and lessons learned
- 3.6 CASE STUDY: Vast content library drives increasing usage at
Comcast, but at a rising cost Pay-TV market context
- Comcast overview
- Drivers behind VoD provisioning
- VoD offering and pricing
- Expanding on-demand content to the PC
- Performance
- Challenges and lessons learned
Section 4: VoD and DVR adoption and revenue forecasts
- 4.1 Brazil: DVRs present a larger opportunity than VoD
- 4.2 China: VoD and DVRs to remain niche services
- 4.3 India: Uptake hinges on the availability of local VoD content
- 4.4 Mexico: Uptake of VoD and DVR services to be driven mainly by cable
- 4.5 Russia: Boosting competition to drive down prices
- 4.6 US: The largest VoD market
Related resources
Table of exhibits
- Exhibit 1: Types of pay-TV VoD
- Exhibit 2: Global breakdown of pay-TV households, 2005-2014
- Exhibit 3: Pay-TV penetration of households in select developed markets,
2008
- Exhibit 4: Pay-TV subscriptions by region, 2008
- Exhibit 5: TV set and pay-TV penetration of households in select emerging
markets, 2008
- Exhibit 6: Market shares of pay-TV transmission technologies in emerging
markets, 2008
- Exhibit 7: Growth in digital penetration of cable subscriptions across
emerging markets, 2008, 2014
- Exhibit 8: IPTV subscription growth rates across largest emerging-market
regions, year-end 2008 to year-end 2014
- Exhibit 9: Global pay-TV revenue breakdown, 2005-2009
- Exhibit 10: Pay-TV average revenue per subscription in select markets, 2008
- Exhibit 11: Multimedia Polska' s average revenue per analog and digital
pay-TV subscription, Q1 2008 to Q1 2009
- Exhibit 12: RGU growth at VTR, Chile, 2005-2009
- Exhibit 13: Satellite/DTH market shares in select emerging markets, 2008
- Exhibit 14: Pay-TV ARPS as a percentage of GDP per capita in select
markets, 2008
- Exhibit 15: Low pay-TV penetration of households in select emerging
markets, 2008
- Exhibit 16: Broadband penetration of households in select markets, 2008
- Exhibit 17: Penetration of two-way-capable services
- Exhibit 18: Concurrency rate comparison for developed and emerging markets
- Exhibit 19: Free TV and pay-TV households globally, 2008
- Exhibit 20: Regional broadband penetration of households, 2008-2014
- Exhibit 21: Pay-TV market share in Czech Republic, 2005-2008
- Exhibit 22: DVR pricing in select markets
- Exhibit 23: BT' s VoD service adoption and penetration of broadband
subscriptions, Q2 2007 to Q2 2009
- Exhibit 24: Evolution of pay-TV VoD services
- Exhibit 25: Airtel' s interactive services
- Exhibit 26: Pay-TV indicators for Cablevision, end of Q2 2009
- Exhibit 27: Cable ARPS and digitalization of pay-TV cable networks in
Mexico, 2004-2008
- Exhibit 28: Leading Mexican pay-TV operators' subscriptions, 2004-2008
- Exhibit 29: Select pricing for VoD content at Cablevision
- Exhibit 30: Cablevision' s pay-TV ARPS, 2006-2008
- Exhibit 31: The pay-TV opportunity in Brazil, 2008
- Exhibit 32: Brasil Telecom' s VoD content breakdown
- Exhibit 33: Average household spending on pay-TV services in Brazil, 2008
- Exhibit 34: Broadband penetration of households in Brazil, 2005-2009
- Exhibit 35: Pay-TV indicators for Akado, end of Q1 2009
- Exhibit 36: Pay-TV market shares of delivery technologies in Russia, by
subscriptions, 2005-2008
- Exhibit 37: Cable market shares of operators in Russia, by subscriptions,
2008
- Exhibit 38: Digital evolution of Akado' s pay-TV subscription base,
2005-2008
- Exhibit 39: Select films available to Akado subscribers in May 2009
- Exhibit 40: IPTV and cable offerings VoD offering in Russia, May 2009
- Exhibit 41: Pay-TV subscriptions and household penetration in China,
2005-2008
- Exhibit 42: Average spending on pay-TV services by technology in China,
2008
- Exhibit 43: Digital cable subscriptions in China - totals and as
percentage of all cable TV subscriptions, 2005-2008
- Exhibit 44: Topway VoD channel pricing
- Exhibit 45: Shanghai China Telecom VoD channel pricing
- Exhibit 46: Household penetration rates of TVs, PCs, broadband and pay-TV
in China, 2008
- Exhibit 47: Pay-TV indicators for PCCW, year-end 2008
- Exhibit 48: Hong Kong pay-TV market shares by operator and technology, 2008
- Exhibit 49: Pay-TV subscriptions by operator in Hong Kong, 2004-2008
- Exhibit 50: Selected VoD channel prices from PCCW
- Exhibit 51: PCCW' s pay-TV ARPU
- Exhibit 52: Pay-TV indicators for Comcast, end of Q2 2009
- Exhibit 53: Pay-TV by technology platform in the US, 2003-2008
- Exhibit 54: Impact of digital subscription growth on Comcast' s video ARPU,
2004-2008
- Exhibit 55: Select pricing for VoD content at Comcast
- Exhibit 56: Correlation between VoD viewing and the number of VoD titles,
Comcast
- Exhibit 57: Video programming costs as a percentage of video service
revenue at Comcast, 2007, 2008 and H2 2009
- Exhibit 58: VoD and DVR as a percentage of pay-TV subscriptions in select
markets, 2008-2014
- Exhibit 59: VoD demand and revenue forecast for Brazil, 2008-2014
- Exhibit 60: DVR demand and revenue forecast for Brazil, 2008-2014
- Exhibit 61: VoD demand and revenue forecast for China, 2008-2014
- Exhibit 62: DVR demand and revenue forecast for China, 2008-2014
- Exhibit 63: VoD demand and revenue forecast for India, 2008-2014
- Exhibit 64: DVR demand and revenue forecast for India, 2008-2014
- Exhibit 65: VoD demand and revenue forecast for Mexico, 2008-2014
- Exhibit 66: DVR demand and revenue forecast for Mexico, 2008-2014
- Exhibit 67: VoD demand and revenue forecast for Russia, 2008-2014
- Exhibit 68: DVR demand and revenue forecast for Russia, 2008-2014
- Exhibit 69: VoD demand and revenue forecast for the US, 2008-2014
- Exhibit 70: DVR demand and revenue forecast for the US, 2008-2014
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