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市场调查报告书

付费电视、OTT影音的新兴亚太 (EMAP) 地区市场 - 动向与预测:2019年~2024年

Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024

出版商 Analysys Mason 商品编码 923631
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
价格
付费电视、OTT影音的新兴亚太 (EMAP) 地区市场 - 动向与预测:2019年~2024年 Pay TV and OTT Video in Emerging Asia-Pacific: Trends and Forecasts 2019-2024
出版日期: 2020年02月04日内容资讯: 英文 16 Slides
简介

传统付费电视服务的零售收益,预计2019年~2024年在新兴亚太 (EMAP) 地区会增加29亿美元。

本报告调查分析了新兴亚太 (EMAP) 地区的付费TV、OTT影音市场,并提供包含市场预测、预测细项、国别预测的体系化资讯。

执行摘要

地区趋势

  • 地理范围:传统付费电视普及率依各国不同有巨大差异;主要营运商OTT服务的家庭普及率较低
  • 传统付费电视的普及率是饱和状态;营运商的OTT服务产生和传统付费电视几乎相同的收益
  • OTT影音的零售收益由SVoD占了优势,原因是许多线性服务可以免费提供
  • 客户从有线电视、卫星电视转往IPTV;新的收益成长来自IP服务
  • 在OTT影音服务中最重要的类型是SVoD,主要是在中国的规模

国别趋势

  • 中国:China Mobile的IPTV授权为市场带来变化;IPTV的未来备受肯定,但有线电视市场低迷
  • 中国:BAT引领著OTT影音服务的付费会员数;预计在2024年OTT影音用户会达到3亿9700万人
  • 印度:由于新的关税法,对于付费电视供应商不再是有利的商业市场,正在考虑采用OTT使收益成长
  • 印度:OTT影音持续可免费收看;收费服务的未来,视营运商如何接触捆绑销售而不同
  • 印尼:第二大、第三大的企业促进价格竞争的可能性很高,既有企业Telkom扩大客户基础
  • 印尼:免费提供OTT影音服务和通讯服务是标准
  • 马来西亚:Astro依然在付费电视、OTT市场处于优势,Telekom Malyasia的未来角色不明
  • 马来西亚:免费提供OTT影音服务是很普遍的

预测方法和前提条件

关于作者和Analysys Mason

目录

"Retail revenue for traditional pay-TV services will grow by USD2.9 billion in EMAP between 2019 and 2024, compared to USD15.1 billion retail revenue growth for OTT video."

Retail revenue from OTT services in emerging Asia-Pacific (EMAP) will grow more-rapidly than that from traditional pay-TV services in the next 5 years. This forecast report analyses how IPTV and OTT video compare as they compete for consumer spend in the region. It presents the scale of, and differences between, these dynamics in China, India and other countries 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 and key metrics:

Geographical coverageKey metrics

  Regions modelled

  • Emerging Asia-Pacific (EMAP)

  Countries modelled
individually

  • China
  • India
  • Indonesia
  • Malaysia
  • Myanmar (NEW)
  • Thailand
  • Philippines
  • Vietnam
  • Pay-TV households and connections
  • OTT video users
  • Retail revenue (spend)
  • ASPU

  Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT

   

  OTT video is split as follows:

  • linear - channels (paid-for and free)
  • linear - events
  • TVoD (rental and ownership)
  • SVoD (paid-for and free)

Table of Contents

  • 6. Executive summary
  • 7. The traditional pay-TV retail revenue in emerging Asia-Pacific will peak in 2023
  • 8. Cable TV retail revenue will stop growing during the forecast period, the growth in satellite revenue will stall and IPTV will account for future revenue growth
  • 9. Retail revenue from both traditional pay TV and OTT video will grow in almost all countries in EMAP, but OTT video will now account for the majority of growth
  • 10. Regional trends
  • 11. Geographical coverage: traditional pay-TV penetration varies significantly by country; the household penetration of premium operator OTT services is low
  • 12. Traditional pay-TV take-up will saturate during the forecast period; operator OTT services will generate almost as much revenue as traditional pay TV by 2024
  • 13. OTT video retail revenue will be dominated by SVoD because many linear services are being bundled free of charge, rather than paid for separately
  • 14. Customers will migrate away from cable and satellite and towards IPTV; new revenue growth will come from IP services
  • 15. SVoD will continue to be the most important type of OTT video service in the region during the forecast period, primarily due to China's scale
  • 16. Country-level trends
  • 17. China: China Mobile's IPTV licences have created a step change in the market: the future for IPTV is positive and cable TV will flounder
  • 18. China: BAT have boosted the number of paying subscribers to their OTT video services; there will be 397 million OTT video users in 2024 as a result
  • 19. India: the New Tariff Order creates a less favourable commercial market for pay-TV providers, so they are looking towards OTT for revenue growth
  • 20. India: OTT video continues to be consumed primarily for free; the future of paid-for services depends on how operators approach bundling
  • 21. Indonesia: the second-and third-largest players are likely to drive price competition, but the incumbent, Telkom, will grow its customer base
  • 22. Indonesia: bundling OTT video services alongside telecoms services for freeis the norm
  • 23. Malaysia: Astro still dominates the pay-TV and OTT market, and Telekom Malaysia's future role in TV is unclear
  • 24. Malaysia: free bundling of OTT video services is commonplace
  • 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. Analysys Mason's consulting and research are uniquely positioned
  • 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, 2016--2024
  • Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia--Pacific, 2019--2024
  • Figure 3: Contribution of traditional pay TV and OTT video to the total change in retail revenue in emerging Asia--Pacific, 2019--2024
  • Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia--Pacific, 2024
  • Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia--Pacific, 2016--2024
  • Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia--Pacific, 2019--2024
  • Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia--Pacific, 2016--2024
  • Figure 9: OTT video users and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 10: OTT video spend and growth rates by service type, emerging Asia--Pacific, 2019--2024
  • Figure 11: Pay-TV connections, operator OTT users and ASPU by access technology, emerging Asia--Pacific, 2016--2024
  • Figure 12: OTT video users by business model, EMAP, 2016--2024
  • Figure 13: Pay-TV connections and OTT video users by access technology, China, 2016--2024
  • Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2016--2024
  • Figure 15: Number of users by service type, China, 2016--2024
  • Figure 16: Pay-TV connections and OTT video users by access technology, India, 2016--2024
  • Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2016--2024
  • Figure 18: Number of users by service type, India, 2016--2024
  • Figure 19: Pay-TV connections and OTT video users by access technology, Indonesia, 2016--2024
  • Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia, 2016--2024
  • Figure 21: Number of users by service type, Indonesia,2016--2024
  • Figure 22: Pay-TV connections and OTT video users by access technology, Malaysia, 2016--2024
  • Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia, 2016--2024
  • Figure 24: Number of users by service type, Malaysia, 2016--2024
  • Figure 25: Scope of our spend forecasts