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市场调查报告书

新兴亚太地区的收费电视及OTT视讯服务市场:趋势、预测 (2018-2023年)

Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023

出版商 Analysys Mason 商品编码 792073
出版日期 内容资讯 英文 16 Slides
商品交期: 最快1-2个工作天内
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新兴亚太地区的收费电视及OTT视讯服务市场:趋势、预测 (2018-2023年) Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023
出版日期: 2019年02月18日内容资讯: 英文 16 Slides
简介

本报告提供新兴亚太地区的收费电视及OTT视讯服务市场相关调查,提供收费电视用户数及服务、高级OTT影像用户数、零售收益 (支出) 以及单人使用者平均支出 (ASPU)之预测、各收费电视平台之预测、整体地区及各国家的预测。

重点摘要

地区趋势

  • 地区覆盖率:以往的收费电视普及率随著市场而有著很大的变化;高级OTT服务的用户普及率较低
  • 以往的收费电视零售收益成长为64亿美金,OTT影像的零售收益成长为135亿美金,相较之下前者成长幅度较小
  • OTT影像的零售收益是由SVoD获得主导权;这并非多数的频道排播服务获得个别的支付,而是以不收费的模式做捆绑销售
  • 多数的消费者是因为手机或是跟固定费用捆绑销售,OTT影像服务变成免费;频道排播/直播内容的重要性日渐提高

各国趋势

  • 中国:OTT服务由SVoD开始转往频道排播
  • 中国:OTT影像使用者的大幅增加,慢慢地成为加入者收益成长 - 「有复数以上的服务契约 」派上用场
  • 印度:Jio的趋势为刺激收购有线电视后的IPTV普及之可能性
  • 印度:免费的「试看功能」对OTT影像服务来说,将会扭曲市场,因此绝不能更改
  • 印尼:IPTV将会促进未来的收费TV加入者成长,OTT影像用户数在2019年已经超越旧有的付费TV加入者
  • 印尼:OTT服务将会由SVoD转向频道排播
  • 马来西亚:由于Astro很强,市场将会缓慢发展
  • 马来西亚:OTT影像服务的免费捆绑销售是理所当然的 - 即便是Netflix都必须调整费用

预测手法及先决条件

关于作者Analysys Mason

目录

"Retail revenue for traditional pay-TV services will grow by USD6.4 billion between 2018 and 2019, compared to USD13.5 billion retail revenue growth for OTT video."

TV and video retail revenue will grow by USD20 billion in the emerging Asia-Pacific region between 2018 and 2023. This forecast report analyses the relative strength of IPTV and OTT video services as they compete for a share of consumer spending in the region.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service - linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for seven individual countries and the EMAP region as a whole.

Geographical coverage

Emerging Asia-Pacific

China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam.

Table of Contents

  • 6. Executive summary
  • 7. TV and video retail revenue will increase by USD20 billion between 2018 and 2023
  • 8. OTT video and IPTV will account for most of the future revenue growth, but satellite will continue to account for revenue growth in some places, mainly India
  • 10. Regional trends
  • 11. Geographical coverage: Traditional pay-TV penetration varies significantly by market; household penetration of premium operator OTT services is low
  • 12. USD6.4 billion retail revenue growth for traditional pay-TV services will be dwarfed by USD 13.5 billion growth in OTT video retail revenue
  • 13. OTT video retail revenue will be dominated by SVoD; this is because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customer will migrate away from cable and satellite and towards IPTV - new growth will also be primarily IP
  • 15. Many consumers will take free OTT video services bundled with their mobile or fixed tariffs; the importance of linear/live content will increase
  • 16. Country-level trends
  • 17. China: The heavily-saturated traditional pay-TV market will migrate rapidly towards IPTV
  • 18. China: Massive OTT video user growth is slowly becoming subscription revenue growth - 'service stacking' helps
  • 19. India: Jio's actions are likely to stimulate IPTV take-up following their cable acquisitions
  • 20. India: Free 'Trials' that may never be changed for distort the market for OTT video services
  • 21. Indonesia: IPTV will drive future pay-TV subscriber growth but the number of OTT video users will exceed traditional pay-TV subscribers in 2019
  • 22. Indonesia: OTT services are shifting from SVoD to linear channels
  • 23. Malaysia: The market is slow to evolve mainly because of the strength of Astro
  • 24. Malaysia: Free bundling of OTT video services is commonplace - to the extent that even Netflix has adjusted its pricing
  • 25. Forecast methodology and assumptions
  • 26. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
  • 27. How we classify OTT video services in this forecast
  • 28. Further definitions
  • 29. About the authors and Analysys Mason
  • 30. About the authors
  • 31. About Analysys Mason
  • 32. Research from Analysys Mason
  • 33. Consulting from Analysys Mason

List of figures

  • Figure 1: Traditional pay-TV and OTT retail revenue and ASPU, emerging Asia-Pacific, 2015-2023
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia-Pacific, 2018-2023
  • Figure 3: Contribution of traditional pay TV and OTT video to total change in retail revenue in emerging Asia-Pacific, 2018-2023
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia-Pacific, 2018-2023
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia-Pacific, 2015-2023
  • Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia-Pacific, 2018-2023
  • Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia-Pacific, 2018-2023
  • Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia-Pacific, 2015-2023
  • Figure 9: OTT video users and growth rates by service type, emerging Asia-Pacific, 2018-2023
  • Figure 10: OTT video spend and growth rates by service type, emerging Asia-Pacific, 2018-2023
  • Figure 11: Pay-TV connections and ASPU by access technology, emerging Asia-Pacific, 2015-2023
  • Figure 12: OTT video users by business model, EMAP, 2015-2023
  • Figure 13: Pay-TV connections and OTT video users by access technology, China, 2015-2023
  • Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2015-2023
  • Figure 15: Number of users by service type, China, 2015-2023
  • Figure 16: Pay-TV connections and OTT video users by access technology, India, 2015-2023
  • Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2015-2023
  • Figure 18: Number of users by service type, India, 2015-2023
  • Figure 19: Pay-TV connections and OTT video users by access technology, Indonesia, 2015-2023
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia, 2015-2023
  • Figure 21: Number of users by service type, Indonesia, 2015-2023
  • Figure 22: Pay-TV connections and OTT video users by access technology, Malaysia, 2015-2023
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia, 2015-2023
  • Figure 24: Number of users by service type, Malaysia, 2015-2023
  • Figure 25: Scope of our spend forecasts
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