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Market Research Report

Future TV: 2020 Taking it to the web

Published by IDATE DigiWorld Product code 205727
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Future TV: 2020 Taking it to the web
Published: July 30, 2011 Content info:

This publication has been discontinued on November 7, 2013.



Drawing on a wide selection of publications on new generation TV services, this report deepens our forward-looking analysis of tomorrow' s video markets. Starting with a scenario-based approach, IDATE offers readers its own figure-backed scenario of choice for 2020, along with an in-depth analysis of the way value will be newly distributed between the different TV industry players: producers, networks and distributors/broadcasters.

Key questions

  • What weight will each of the TV distribution networks have in .the equation? Will DTT and satellite remain relevant?
  • What degree of competition between live TV and new services? Will Netflix make it in Europe?
  • What impact will the Internet have on TV' s revenue models? What are the key sources of new growth?
  • What impact will the Internet have on programme production? Can Europe' s production industry hold its own against American studios?
  • What changes will we see in the value chain? Can the networks compete with Amazon and iTunes?

Market data 2010-2020 for each of the countries examined:

  • Japan, USA, France, Germany, Italy, Spain, the UK

World OTT market 2010-2020
according to the 4 scenarios (million € )

Global market for new TV services
Benchmark scenario 2010-2020 (million € )

Table of Contents
Product Code: M11212

Table of Contents

1. Summary

2. Methodology

3. 2010: Current state of affairs

  • The open Web
  • Managed networks and live services
  • The new TV services market

4. 2020: Competing distribution channels

  • Access: managed networks vs. the open Web
  • Devices: connected TVs
  • Growing trend: cord-cutting
  • Conclusion: new configurations for accessing video content

5. 2020: Changes in the video offering and their effect on viewing habits

  • A time of major growth for TV networks' solutions
  • A broad and diverse online selection
  • Internet changing viewing habits
  • Live TV audience stagnating
  • Conclusion: live TV vs. video consumption

6. 2020: Revenue models being re-examined

  • Pay-TV the main source of growth
  • Fragmented TV audience and shrinking ad revenue
  • Online video destroying advertising value
  • Do paid online models have a future?
  • Piracy anticipating market needs
  • Conclusion: a sustainable online model

7. 2020: New programme distribution windows

  • Network programming evolving
  • Live TV streams under assault
  • More and more distribution windows
  • Major imbalance in production financing
  • Conclusion: the new distribution sequence

8. 2020: A revamped value chain

  • Competition over distribution
  • Ad brokering: highly coveted by new entrants
  • Conclusion: broadcasters' role being weakened

9. 2020: Long-term outlook

  • Scenario 1: “Managed networks win the day”
  • Scenario 2: “Advertising goes OTT”
  • Scenario 3: “Cord-cutting"

10. 2020: The IDATE scenario

  • Based on the three extreme scenarios...
  • ... IDATE offers its core scenario

11. 2020: revenue sharing

  • Changes in how value is shared in the advertising market
  • Changes in how value is shared in the pay-TV market
  • Conclusion: TV network growth being shaped by how the online industry evolves
  • Introduction (Chap. 1 to 3)
  • Key factors and uncertainties (Chap. 4 to 8)
  • Scenarios & Strategies (Chap. 9 to 11)

Note: This PowerPoint (PDF) file is part of a report that includes:

  • An Executive Summary in PDF format
  • An Excel database on TV and video markets up to 2020
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