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  4. > Global Pay TV Middleware Market : Highly Personalized Video Services Will Underpin the Evolution of Next-Gen Middleware

Global Pay TV Middleware Market : Highly Personalized Video Services Will Underpin the Evolution of Next-Gen Middleware

  • November 2014
  • -
  • Frost & Sullivan
  • -
  • 129 pages


Table of Contents

Key Findings

•The pay TV industry is undergoing a period of transformation, as an insatiable demand for online viewing on connected devices makes unified TV Everywhere service offerings a prerequisite for service providers.
•Constant subscriber churn prompts service providers to provide on-demand, interactive services to differentiate themselves in an extremely price sensitive market. The threat from over-the-top (OTT) services adds to the challenges. Improving broadband connectivity and the high penetration of OTT streaming services have forced service providers to reinvent themselves to stay relevant.
•The overall pay TV middleware market is fragmented, with pay TV infrastructure vendors and end-to-end turnkey solution providers dominating a large part of the market. Pure-play middleware vendors explore greenfield opportunities in emerging markets, as digitization in parts of East Africa, China, and India offer high unit growth potential.
•The North America, Latin America (NALA) and Europe, the Middle East, and Africa (EMEA) regions constitute over a third of the total market revenue, but Asia-Pacific is expected to grow the fastest due to the high uptake of pay TV services in its IPTV and cable segments.
•The total pay TV middleware market was estimated at $ x million in 2013, and is expected to grow to $ x billion in 2020 at a compound annual growth rate (CAGR) of x %. IPTV comprises almost half the revenue, while cable makes up about a third of the total market.
•The market continues to witness a flurry of acquisitions, with system integrators and hardware manufacturers acquiring middleware companies to leverage the high growth potential in consumer-based multi-screen video delivery services. The recent acquisitions of Conax by Kudelski Group (NAGRA), and NDS by Cisco Systems are a testament to the growing synergies in the pay TV industry.
•An emergence of hybrid models, evidenced by the large number of deployments in cable + IPTV, satellite + IPTV, and terrestrial + IPTV, is expected to drive market growth in the short term. An emerging trend of bundling OTT services with existing pay TV models further drives the need for interactive middleware on secondary screens.
•As the market follows the trend of unbundling and self-selected consumption models, personalization of content and value added services would determine the future of pay TV middleware.

CEO’s Perspective

High subscriber churn and threat from OTT services prompt service providers to invest in advanced middleware to explore new business models for higher margin potential.
On-demand and digital video recording (DVR) services underpin new consumption models.
Intense downward pressure on royalty fees prompts the emergence of subscription-based pricing models.
Asia-Pacific offers the highest growth potential in terms of large-scale unit deployments.
To be successful, middleware vendors need to proactively invest in analytics for advanced search, recommendation, and personalization features.

Key Questions This Study Will Answer

Is the pay TV middleware market growing? How long will it continue to grow, and at what rate?
How is the market structured? Will the companies or products/services continue to exist or will they be acquired by other companies? Will they become a part of other complementary markets?
What are the implications of Comcast’s reference design kit (RDK) on existing partnerships and business models? How is the market reacting to the RDK?
What are the pricing models? How are emerging trends affecting the existing pricing models?
What are the technical trends shaping the marketplace? How do they affect future product offerings?
What are the key market and regional trends? How does digitization affect market growth?

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