This study analyses the service offerings and the various connected TV interface models. It examines the positioning and strategies of the major players of connected TV. It also provides forecasts for the market of OTT video services on TV by 2016 in the major countries and internationally.

Key questions

• Services on connected TV: what role for international and local brands?
• Interfaces: portals, widgets or search engines?
• The new control tools: what role for tablets?
• The key positionings of connected TV offerings:
complement or competition with TV channels?
• What differences between the North American and European markets?
• What evolution in the relationship between rights holders and TV channels?
• Will network operators adopt the OTT services?
• What is the impact of connected TV on the global broadcasting market?

Table Of Contents


Contents

1. Executive Summary 8
Key findings . 8
1.1 Connected TV services and interfaces 8
1.2 Connected TV service models 9
1.3 Player strategies 10
1.4 Market forecasts 11
The market for VOD services on connected TVs . 11
Impact on the overall TV/video market . 11
2. Methodology 12
2.1 Definition and scope 13
Connected TV 13
Managed and over-the-top (OTT) video services . 14
2.2 Forecasting principles . 14
2.3 Geographic regions . 15
3. Services and Interfaces 16
3.1 Connected TV services . 16
3.1.1 Types of service . 16
3.1.2 Video services 17
A broad array of underutilized services 17
3.1.3 Internet services: centered around the big global Web brands 19
3.2 User interface 22
3.2.1 Quality of the user interface: essential ingredient of a connected TV solution . 22
A necessary condition for adoption 22
A key differentiator . 22
3.2.2 User interface models 22
Portals 23
Widgets/overlays 23
Content search engines . 24
3.2.3 Positioning of players in the connected TV market 24
3.3 What is the future of the remote control? 26
3.3.1 The limits of the traditional remote . 26
3.3.2 Next-generation remotes 26
3.3.3 Voice and gesture recognition systems . 28
3.4 Risks for the user experience? 29
4. Connected TV Players 30
4.1 Overview 30
The value chain 30
Strategic significance of connected TV for key players 30
4.2 Content producers and rightsholders 32
Producers involved to different extents in exploitation of content rights . 32
Time to reconsider the territoriality of rights and content release windows? 32
On the whole, producers and rightsholders rarely appear by name on connected TV
platforms 33
Will the new model be big American studios distributing content outside the US using
OTT? 34
4.3 TV channels . 35
A fragile economic environment . 35
Theoretical opportunities and known threats 35
European channels more vulnerable . 36
The pan-European HbbTV initiative . 36
4.4 Distribution network operators . 36
4.4.1 Broadcast network operators . 37
Terrestrial operators . 37
Satellite network operators. 37
4.4.2 Two-way network operators . 37
The threat of disintermediation . 37
Increasingly open models? 37
4.5 Web players . 38
4.5.1 Distribution platform operators . 38
Moving content distribution to the cloud . 38
Will platform operators be integrating the device-technical platform-distribution platform
chain? 38
4.5.2 Web service providers . 38
4.6 Connectable STBs. 39
4.6.1 Set-top boxes . 39
4.6.2 Digital media boxes 39
Connectable DVRs 39
OTT video boxes 40
Connectable Blu-ray players 40
Video game consoles . 41
4.7 Television manufacturers 42
Connectivity becoming a default feature 42
4.8 Players jockeying for position in the value chain . 43
4.9 Main types of partnerships 44
4.9.1 Partnerships between packagers and connected device manufacturers . 44
Microsoft-Canal+ partnership in France . 45
4.9.2 Partnerships between fixed network operators and device manufacturers 46
The smart pipe strategy of Virgin Media and TiVo . 47
4.9.3 Partnerships between platform providers and device manufacturers . 47
Connected TV
www.idate.org © IDATE 2012 5
5. Market Forecasts for OTT Video Services on the TV 48
5.1 Key drivers of demand 48
An attractive service offering 48
Social video 48
Fewer platforms . 48
5.2 Market forecasts 50
Global VOD market 50
The market for VOD services on connected TVs . 50
Importance of different segments . 51
Impact on the overall TV/video market . 52

Tables

Table 1: Video consumption patterns 14
Table 2: Types of connected TV service . 16
Table 3: Comparison of Philips Smart TV offerings in the 5 major European countries 18
Table 4: Primary video services available on the main connected TV solutions in the US 18
Table 5: Presence of major Web sites on the main connected TV solutions in the US and France 19
Table 6: Strategic interest of players in connected TV 31
Table 7: Availability of iPlayer offering in the UK . 46
Table 8: World market for video services on connected TVs . 51
Table 9: Comparative growth rates of linear and new services . 52

Figures

Figure 1: Connected TV access technologies 13
Figure 2: YouTube on Sony Bravia Internet Video . 22
Figure 3: Sony Bravia Internet Widgets - Yahoo! News widget 22
Figure 4: Panasonic Viera Connect home screen 23
Figure 5: Philips Net TV home screen 23
Figure 7: Widgets on Vudu Apps 23
Figure 8: Thematic menus on new Google TV interface . 24
Figure 9: Content search engine on Google TV . 24
Figure 10: Positioning of the offerings of connected TV players . 25
Figure 12: Samsung remote for Samsung Smart TVs 27
Figure 13: Philips Dual Touch remote. 27
Figure 14: New Sony touchpad remote for Google TV . 27
Figure 15: Logitech Harmony 1100 advanced universal remote . 27
Figure 16: Freebox V6 gyroscopic remote and virtual keyboard . 27
Figure 17: LG Magic Motion Remote 27
Figure 18: Virtual keyboard displayed on the TV for entering text with the Nintendo Wii Remote 28
Figure 20: Samsung TV Remote apps for Android smartphones and tablets . 29
Figure 22: TiVo application for iPad 29
Figure 23: Zeebox application for laptop, iPad and iPhone 29
Figure 24: Positioning of connected TV players along the value chain . 30
Figure 25: Content release windows. 33
Figure 27: Breakdown of pay-TV revenues in France. 34
Figure 28: Breakdown of OTT VOD revenues in France 34
Figure 29: Change in cumulative audience of top five TV channels in the major European countries
and the United States 35
Figure 30: Installed base of Blu-ray players in the US and Europe, 2010-2015 . 41
Figure 31: Breakdown of installed base of connected devices, world, 2012-2016 42
Figure 32: Positioning of the key players in connected TV . 43
Figure 33: Illustration of the three main types of partnership and some examples . 44
Figure 34: Access to Canal+ services from the Xbox LIVE interface 45
Figure 35: Change in TV subscribers in the US, by platform 49
Figure 36: Breakdown of VOD services, 2011-2016 . 50
Figure 37: Market for video services on connected TVs in 2016 51

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