Cover Image
Market Research Report

TV Broadcasters in the New OTT Environment: Traditional TV Players and their OTT Positioning Strategies

Published by IDATE DigiWorld Product code 421113
Published Content info 70 Pages
Delivery time: 1-2 business days
Price
Back to Top
TV Broadcasters in the New OTT Environment: Traditional TV Players and their OTT Positioning Strategies
Published: January 9, 2017 Content info: 70 Pages
Description

Using examples from North America, the United Kingdom, Germany and France, this report looks at major television players, public and private, free and pay, and their positioning strategy for Over-the-Top.

We first try to understand what in the sector as a whole is motivating these traditional TV players to develop OTT strategies in parallel, in addition, as an extension, or even sometimes in competition with their linear TV offerings.

The report then details the OTT services developed by the major audiovisual groups of the four markets studied, and seeks to identify how these services fit into each company's overall approach, and how the competitive environment has influenced these strategies.

Finally, it analyses the strategic OTT positionings of these groups and defines a typology for the different approaches.

Table of Contents
Product Code: M16255IN1

Table of Contents

1. Executive Summary

2. Methodology & definitions

3. Audiovisual market developments

  • 3.1. Changing consumption trends
    • 3.1.1. Declining linear consumption not offset by increased time-shifted viewing
    • 3.1.2. Total time spent watching TV remains stable, but includes different content from what channels are airing
    • 3.1.3. Increased video consumption outside of linear TV...
    • 3.1.4. ... particularly among younger viewers
    • 3.1.5. Among OTT services, subscription services are growing strongly
    • 3.1.6. Non-linear is naturally more prominent in total video consumption
    • 3.1.7. First signs of cord-cutting?
  • 3.2. Changing equipment trends
    • 3.2.1. Rapid adoption of second screens
    • 3.2.2. Democratisation of fixed and mobile broadband and ultra-fast broadband
    • 3.2.3. Audiovisual consumption patterns on these new screens
  • 3.3. Changing audiovisual revenue trends
    • 3.3.1. Revenues feeling the impact from changing consumption patterns and the economy
    • 3.3.2. Stagnation expected in the next few years, except for OTT
  • 3.4. Competition growth

4. TV broadcasters and their OTT initiatives

  • 4.1. United Kingdom
    • 4.1.1. BBC
    • 4.1.2. Sky UK
    • 4.1.3. ITV plc
  • 4.2. France
    • 4.2.1. France Télévisions
    • 4.2.2. TF1
    • 4.2.3. Canal+ Group
    • 4.2.4. M6 Group
  • 4.3. Germany
    • 4.3.1. ARD-ZDF
    • 4.3.2. Sky Deutschland
    • 4.3.3. ProSiebenSat.1 Media SE
  • 4.4. United States
    • 4.4.1. HBO
    • 4.4.2. CBS/Showtime
    • 4.4.3. Disney-ABC Television Group (ABC/ESPN)

5. Analysis of the strategic OTT positioning adopted by traditional TV players

  • 5.1. Public broadcasters: OTT as a means to better exhibit/exploit public service content
    • 5.1.1. The BBC: a pioneer of catch-up TV and exploiting 'in-house' content
    • 5.1.2. France Télévisions: a broad strategy incorporating FTA and pay, generalist and special interest
    • 5.1.3. ARD-ZDF: a minimalist strategy based on catch-up and live-streaming
  • 5.2. Commercial broadcasters: both narrow and wide positioning in evidence
    • 5.2.1. ITV plc: repositioning with live and catch-up TV
    • 5.2.2. TF1 Group: gradual development in all segments
    • 5.2.3. M6 Group: refocused positioning on free services
    • 5.2.4. ProSiebenSat.1 Media SE: an ambitious strategy covering all segments
  • 5.3. Premium channels and pay-TV providers: targeting non-subscribers of linear TV with OTT because of competitive pressure
    • 5.3.1. Sky UK: a proactive strategy in a buoyant market
    • 5.3.2. Canal+ Group: a defensive strategy forced on it by emerging competition and declining subscriptions
    • 5.3.3. Sky Deutschland: replicating the Sky UK model
    • 5.3.4. HBO: a late reaction for non-subscribers of its pay-TV offering
  • 5.4. Groups with free and pay activities: a cautious strategy to avoid destabilising linear
    • 5.4.1. CBS Corporation: late positioning on both free and pay OTT
    • 5.4.2. Disney-ABC Television Group: a strong desire to protect linear and pay-TV providers
  • 5.5. Comparative analysis

Tables

  • Table 1: Video consumption by screen among the entire French population and among the 6-14 age group
  • Table 2: Description of BBC iPlayer
  • Table 3: Description of BBC iPlayer
  • Table 4: Description of Sky Go and Sky Go Extra
  • Table 5: Description of the Sky Cinema Pass
  • Table 6: Description of the Entertainment Pass
  • Table 7: Description of the Sky Sports Pass
  • Table 8: Description of the Kids Pass
  • Table 9: Description of ITV Hub
  • Table 10: Description of Pluzz
  • Table 11: Description of Pluzz VÃ D
  • Table 12: Description of Zouzous and Ludo
  • Table 13: Description of MyTF1
  • Table 14: Description of MyTF1VOD
  • Table 15: Description of TFOU MAX
  • Table 16: Description of CANAL Ã la demande
  • Table 17: Description of CanalPlay and Canal VOD
  • Table 18: Description of C8's and CStar's catch-up TV services
  • Table 19: Description of 6Play
  • Table 20: Description of ARD Mediathek and ZDFmediathek
  • Table 21: Description of Sky Go
  • Table 22: Description of Cinema Monatsticket
  • Table 23: Description of Entertainment Monatsticket
  • Table 24: Description of SuperSport Ticket
  • Table 25: Description of 7TV (catch-up TV)
  • Table 26: Description of Maxdome
  • Table 27: Description of MyVideo
  • Table 28: Description of Quazer
  • Table 29: Description of HBO Go
  • Table 30: Description of HBO Now
  • Table 31: Description of CBS All Access
  • Table 32: Description of Showtime Anytime
  • Table 33: Description of Showtime
  • Table 34: Description of Hulu
  • Table 35: Description of WatchESPN

Figures

  • Figure 1: Time spent watching live and time-shifted TV in the United Kingdom, France and the United States, 2011-2015
  • Figure 2: Time spent on the TV in the United Kingdom by type of activity, in 2014 and 2015
  • Figure 3: Daily time spent watching TV content by source (live, recorded, SVOD) in North America
  • Figure 4: Use of subscription video-on-demand services in the United States, Q3 2013 to Q3 2016
  • Figure 5: Proportion of consumers who used one of the popular video-on-demand services in the last month, United Kingdom
  • Figure 6: Breakdown of France's video-on-demand revenues by type of service, 2012-2016
  • Figure 7: Regular consumption of transactional video on demand in France and the United States
  • Figure 8: Proportion of time spent consuming audiovisual programming by type of access, United Kingdom, 2010-2015
  • Figure 9: Subscriptions to pay-TV and Netflix in the United States
  • Figure 10: Pay-TV subscriptions in the five major European markets (United Kingdom, Germany, France, Italy, Spain)
  • Figure 11: Proportion of SVOD subscribers who also subscribe to a pay-TV offering, United Kingdom, late 2015
  • Figure 12: Smartphone and tablet penetration in US, UK and French homes
  • Figure 13: Proportion of households subscribed to a fixed broadband offering in the European Union, 2007-2015
  • Figure 14: Mobile broadband penetration in the European Union, 2009-2015
  • Figure 15: Mobile data traffic growth by device type and by region, 2015 and 2020
  • Figure 16: Retail prices of standalone broadband offerings across Europe
  • Figure 17: Time spent using certain media platforms/services in the United States, 2014-2016
  • Figure 18: Advertising revenue in North America and in the five major European markets, 2010-2016
  • Figure 19: Pay-TV revenue in North America and in the five major European markets, 2010-2016
  • Figure 20: Public revenue in North America and in the five major European markets, 2010-2016
  • Figure 21: OTT video revenue in North America and in the five major European markets, 2010-2016
  • Figure 22: Advertising revenue in North America and in the five major European markets, 2016-2020
  • Figure 23: Pay-TV revenue in North America and in the five major European markets, 2016-2020
  • Figure 24: Public revenue in North America and in the five major European markets, 2016-2020
  • Figure 25: OTT video revenue in North America and in the five major European markets, 2016-2020
  • Figure 26: Netflix's annual spending on content production and acquisition, 2009-2015
  • Figure 27: Summary of the BBC's OTT positioning
  • Figure 28: Summary of France Télévisions' OTT positioning
  • Figure 29: Summary of ARD-ZDF's OTT positioning
  • Figure 30: Summary of ITV plc's OTT positioning
  • Figure 31: Summary of TF1 Group's OTT positioning
  • Figure 32: Summary of M6 Group's OTT positioning
  • Figure 33: Summary of ProSiebenSat.1 Media SE Group's OTT positioning
  • Figure 34: Summary of Sky UK's positioning
  • Figure 35: Summary of Canal+ Group's positioning
  • Figure 36: Summary of Sky Deutschland's positioning
  • Figure 37: Summary of HBO's OTT positioning
  • Figure 38: Summary of CBS Corporation's OTT positioning
  • Figure 39: Summary of Disney-ABC Television Group's OTT positioning
  • Figure 40: Strategic positioning of major television groups

List of players

  • 21st Century Fox
  • ABC
  • Amazon Prime Video
  • ARD-ZDF
  • BBC
  • Canal+
  • CBS
  • ESPN
  • France Télévisions
  • HBO
  • Hulu
  • ITV
  • M6
  • NBCUniversal
  • Netflix
  • Now TV
  • ProSiebenSat.1 Media
  • Showtime
  • Sky Deutschland
  • Sky UK
  • TF1
  • YouTube

Slideshow contents

Audiovisual market developments

  • Changing consumption trends
  • Changing equipment trends
  • Changing audiovisual revenue trends
  • Competition growth

TV broadcasters and their OTT initiatives

  • United Kingdom
  • France
  • Germany
  • United States

Analysis of the strategic OTT positioning adopted by traditional TV players

  • Steady migration to OTT but with different approaches
  • Strategic positioning of major television groups
Back to Top