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Market Research Report

Telco Pay-TV Strategy: Three Ways to Differentiate without Content Investment

Published by Analysys Mason Product code 368693
Published Content info 42 Slides
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Telco Pay-TV Strategy: Three Ways to Differentiate without Content Investment
Published: August 26, 2016 Content info: 42 Slides
Description

"Pay-TV providers face increased pressure to invest in original or exclusive video content - however, more-affordable options exist."

Many telecoms operators are investing heavily in premium content and sports rights, but alternative, content-light approaches with strong take-up and lower investment costs are also emerging. This report identifies best-practice strategies that can work alongside, or instead of, heavy content investment, in order to maximise the impact of telco TV.

This report:

  • provides guidance on best-practice approaches that telco TV providers may take as they aim to grow market share without making large-scale investments
  • provides insights for pay-TV providers or telecoms operators that are aiming to grow their pay-TV business, but are not able to rely on significant investment in video content
  • describes how partnerships and devices can elevate a pay-TV proposition with no or minimal differentiated content
  • provides advice and information for OTT players looking to establish partnerships with telecoms operators
  • describes how operators can attract new first-time audiences to pay-TV services
  • describes the initiatives operators have taken and how successful these have been in terms of take-up, customer retention and revenue generation.

COMPANY COVERAGE

  • Astro Malaysia
  • PCCW (Vuclip)
  • Sky
  • TalkTalk
  • Telecom Italia
  • Telstra
  • Telus
  • Verizon
  • Vodafone

THREE AFFORDABLE WAYS TO BOLSTER A PAY-TV PROPOSITION

SAMPLE PAGES

ABOUT THE AUTHORS

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's research initiatives related to media, TV, fixed broadband and convergence. He manages the Fixed Broadband and Video research programme and is a significant contributor to the Future Comms and Media programme. Martin has held numerous positions within Analysys Mason during the last 10 years, including heading the company's Consumer Services, Data and Regional Markets practices. He also launched Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. His primary areas of specialisation include telco TV strategy, OTT video and media, consumer smartphone usage, the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy.

Heenu Nihalani (Research Analyst) is a member of Analysys Mason's Consumer Services research team in London, contributing to the Mobile Services, Mobile Devices, Fixed Broadband and Video, and Convergence Strategies research programmes. Prior to joining Analysys Mason, she worked as a financial knowledge broker in London, and as a journalist and copywriter in Hong Kong. Heenu holds an MSc in financial analysis from the Hong Kong University of Science and Technology, and a Bachelor's degree in philosophy, politics and economics from the University of Warwick.

Table of Contents

Table of Contents

  • EXECUTIVE SUMMARY
  • CONTENT WITHOUT THE COST
  • DEVICE DIFFERENTIATION AND ENGAGEMENT
  • ENGAGING WITH NEW DEMOGRAPHICS
  • APPENDIX
  • ABOUT THE AUTHORS AND ANALYSYS MASON
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