Secondary TV sets are the most vulnerable to OTT services: pay-TV operators
must reduce their prices in order to defend market share.
The pay-TV market is evolving, and boundaries are increasingly blurred between
pay and free-to-air (FTA) TV services. Our forecasts take a holistic view of
the market, including paid-for over-the-top (OTT) video as well as traditional
pay-TV services.
This report provides:
forecasts for the number of pay-TV households, services (both primary and
secondary), spend (split into linear and on-demand) and average spend per
subscriber (ASPS)
split by platform: cable (all cable, analogue cable and digital cable),
IPTV, pay DTT, satellite, pay analogue terrestrial and OTT services
forecasts based on the following countries and regional groupings: the
Baltics, Bulgaria, Czech Republic, Denmark, Finland, France, Germany, Hungary,
Italy, the Netherlands, Norway, Poland, Romania, Russia, Spain, Sweden,
Turkey, the UK, Ukraine; the rest of Central and Eastern Europe; the rest of
Western Europe; Central and Eastern Europe; Western Europe; and Europe as a
whole
an overview of the key trends and drivers in the market
recommendations for traditional pay-TV operators.
Figure 1: Primary pay-TV services by platform, Europe, 2012 and 2017
[Source: Analysys Mason]
Note: Key data/information in this graph is hidden, while in the report is not.
About the author
Cesar Bachelet (Senior Analyst) has more than 20 years' experience of
the telecoms industry, and specialises in triple-play services, with a focus
on pay TV, as well as emerging services and devices within the digital home.
He has conducted research and delivered presentations on a wide range of
topics, including fixed voice, broadband and video services, bundling and
convergence strategies. He also contributes to various media-focused
consulting projects. Before joining Analysys Mason, Cesar worked for various
analyst companies, including Ovum. Prior to this, he worked for telecoms
operator BT, where he held a range of positions, including those of Competitor
Analyst in the Consumer Division (now BT Retail) and Market Analyst in BT
Ignite's ASP (application service provision) unit (now BT Global Services),
for 14 years.
Table of Contents
Table of Contents
5. Executive summary
6. Executive summary [1]
7. Executive summary [2]
8. Recommendations
9. Recommendations [1]
10. Recommendations [2]
11. Recommendations [3]
12. Forecast
13. Pay-TV growth in Europe will be driven by IPTV, satellite and OTT
video services while cable declines
14. IPTV will account for most new pay-TV subscribers in Western Europe
15. Satellite benefits from lower fixed density in Central and Eastern
Europe
16. Satellite is poised to overtake cable as the leading platform in
Central and Eastern Europe
17. The decline of analogue cable will reduce the penetration of
traditional pay-TV operator multi-room services in Europe
18. OTT video services will account for just under half of all secondary
pay-TV services in Western Europe in 2017
19. Lack of content and connectivity will initially hold back the growth
of OTT video services in Central and Eastern Europe
20. OTT video services are the largest single contributor to increased
pay-TV spend in Europe
21. Launch of OTT video services by traditional pay-TV operators boosts
spend on OTT services in Western Europe
22. Transition to digital cable services is the key contributor to
increased spend in Central and Eastern Europe
23. ASPS in Western Europe
24. ASPS in Central and Eastern Europe
25. The evolution of ASPS is subject to conflicting pressures, making it
more challenging for pay-TV operators to monetise their subscriber base
26. Western European average penetration of traditional pay TV masks
significant disparities between individual countries
27. Some countries in Central and Eastern Europe have reached saturation,
in spite of lower overall penetration in the region
28. Market drivers and inhibitors
29. Factors and trends that drive or inhibit the market [1]
30. Factors and trends that drive or inhibit the market [2]
31. Factors and trends that drive or inhibit the market [3]
32. Factors and trends that drive or inhibit the market [4]
33. Factors and trends that drive or inhibit the market [5]
34. Business environment
35. Consumer appetite for video content continues, but increasing
competition makes this harder to monetise
36. OTT video services will become more popular as long-form online video
moves from the PC to the TV
37. Cable operators with large legacy analogue subscriber bases are under
threat from a wide range of digital TV alternatives
38. Pay-DTT is losing its appeal in Western Europe after early successes
39. Satellite operators are using broadband-connected STBs to deliver true
on-demand services
40. Telcos are gaining ground in pay-TV services
41. Market definition
42. Regional breakdown used in this report
43. Measures provided in the data annex
44. Definitions used in this report
45. About the author and Analysys Mason
46. About the author
47. About Analysys Mason
48. Research from Analysys Mason
49. Consulting from Analysys Mason
List of figures
Figure 1: Primary pay-TV services by platform, Europe, 2012 and 2017
Figure 2: Secondary pay-TV services by platform, Europe, 2012 and 2017
