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  4. > Video & TV Insight - Pay-TV vs SVoD

Description:

This insight offers an overview of the pay TV market in the main European countries and in the United States. It describes the different models of subscription-based video on demand offerings (SVoD): supply-side strategies and description of main players’ services. It lastly analyses the SVoD services developments compared to the pay TV global market.

Region:

World, North America, Latin America, Asia-Pacific, Europe, Middle East-Africa, France, Germany, Italy, Spain, United Kingdom, United States

Table Of Contents

Video and TV Insight - Pay-TV vs SVoD
Contents

1. Executive Summary 5
2. The main features of pay TV . 6
2.1. The relative importance of pay TV . 7
2.1.1. The main source of revenue of the audiovisual market . 7
2.2. Three models of pay TV . 8
2.3. Significant heterogeneity across the markets . 8
2.3.1. In terms of the level of development . 9
2.3.2. In terms of ARPU 10
2.3.3. In terms of market concentration . 11
3. The different models of subscription video on demand offerings . 12
3.1. The main SVOD services worldwide . 13
3.2. SVOD offerings of the pay TV players 14
3.2.1. The strategy of the offering . 14
3.2.2. Description of services 14
3.2.3. Results of the pay TV channels' SVOD services . 15
3.3. SVOD of free-to-air and special-interest TV channels and of content producers
and distributors . 16
3.3.1. The strategy of the offering . 17
3.3.2. Description of services 17
3.3.3. Results of the free-to-air TV channels' SVOD services . 18
3.4. SVOD services offered by DVD and Blu-ray rentals industry players 19
3.4.1. The strategy of the offering . 19
3.4.2. Description of services 19
3.4.3. Results of SVOD services associated with DVD rentals 20
3.5. SVOD services offered by Internet industry players . 21
3.5.1. The strategy of the offering . 21
3.5.2. Description of services 21
3.5.3. Results of SVOD services offered by Internet industry players . 22
4. Competition between SVOD and pay TV . 23
4.1. Are stand-alone SVOD and pay TV interchangeable? 24
4.1.1. Modes of accessing the services . 24
4.1.2. Levels of content freshness 26
4.1.3. Ownership of content rights 28
4.1.4. Price positioning of pay TV and SVOD offerings . 28
4.2. What impact does SVOD have on pay TV? 29
4.2.1. A measurable cord-cutting or cord shaving effect? . 29
4.2.2. A possible long-term effect: the cord-nevers 31
4.2.3. The risk of pressure in conditions of market maturity 33



Tables

Table 1: Description of the main SVOD services worldwide 13
Table 2: Examples of SVOD services offered by special-interest TV channels and content
producers and distributors in France 18
Table 3: Leading TV channel partners of YouTube by number of unique video viewers in December
2012 in the United States 22
Table 4: Comparison of changes in the monthly ARPU (per video subscriber) of pay TV operators
in the United States and the United Kingdom . 30
Table 5: Changes in the number of subscribers to a sampling of premium channels 31
Table 6: Changes in the programming costs of a sampling of pay TV operators 34



Figures

Figure 1: Comparison of changes in the number of subscribers to a pay TV offering, Hulu Plus and
Netflix in the United States 5
Figure 2: Distribution of television revenues by revenue source and by region in 2012 6
Figure 3: Changes in the distribution of television revenues by revenue source, 2009-2013 . 7
Figure 4: Breakdown of revenues of the audiovisual industry in the United States and in the major
European markets in 2011 . 7
Figure 5: Penetration of pay TV worldwide by region in 2012 . 9
Figure 6: Distribution of television revenues by revenue source and by region in 2012 9
Figure 7: Penetration of pay TV in the United States and in the major European markets, 2009-201310
Figure 8: Level of annual ARPU and penetration of premium services in pay TV homes in the United
States and in the major European markets in 2012 10
Figure 9: Pay TV market share of the three leading national pay TV operators in 2011 11
Figure 10: Positioning of the offerings of the leading SVOD players in the United States . 12
Figure 11: Level of annual ARPU and penetration of premium services in pay TV homes in the United
States and in the major European markets in 2011 16
Figure 12: Changes in the Canal+ France subscriber base by quarter, 2011 vs. 2012 16
Figure 13: Change in the number of Hulu Plus subscribers, Q4 2010-Q4 2012 18
Figure 14: Change in the number of subscribers to Netflix offers, Q4 2011-Q4 2012 20
Figure 15: Netflix 2012 Annual Results 21
Figure 16: Changes in the number of unique users and the number of videos viewed by users of
Amazon's video services in the second half of 2012 22
Figure 17: Changes in the relative importance of SVOD compared to the pay TV market . 23
Figure 18: Changes in the relative importance of the leading SVOD markets . 23
Figure 19: Presence of US SVOD services in Europe in 2012 and expected launches in 2013 25
Figure 20: Consumption of TV content by screen type in France, April-May 2012 . 25
Figure 21: Addressable terminals for the leading SVOD services in the United States 26
Figure 22: Positioning of the movie offerings of the pay TV industry players and other SVOD service
providers according to media chronology 27
Figure 23: Holders of the exploitation rights of the content produced by the major six US studios as
part of an on-demand service in the main European countries 28
Figure 24: Monthly cost comparison of pay TV and on-demand services in the United States 29
Figure 25: Monthly cost comparison of pay TV and on-demand services in the United Kingdom . 29
Figure 26: Changes in the number of subscribers to a pay TV offer in the United States and in
Germany between 2009 and 2012 . 30
Figure 27: Comparison of weekly consumption of traditional TV and online video by age in the United
States in Q3 2012 31
Figure 28: Comparison of changes in consumption of traditional TV and online video by age in the
United States between late 2011 and late 2012 32
Figure 29: Changes in the percentage of US households with access to solely mobile telephony 33

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