发布时间：2007.6

摘要

Overview

Introduction

This Review Report addresses the digital TV marketplace in the US and Western Europe. As analogue switch off looms and new entrants make strong moves into the sector, it is essential for players across the value chain to have an understanding of market trends, dynamics and industry developments. This report addresses the evolving market place and provides forecasts split by region and platform.

Scope

• Outlines market level trends split by national markets in Western Europe as well as highlighting developments in the US.

• Provides in-depth analysis on developments for each of the different TV platforms including cable, satellite, DTT and IPTV.

• Addresses current strategies, such as service bundling, that players are employing to boost their competitive positions.

• Highlights current technological developments, including HD and PVR penetration, that is set to transform the digital TV sector.

Report Highlights

Digital cable is expected to illustrate significant growth particularly as analogue cable is switched to digital services. By 2012 there will be an estimated 69 million digital cable households with a CAGR of 8.4% from 2006 in the US and Western Europe.

Content producers are beginning to push content through proprietary or partnered online portals, such as the BBC's recent strategic move to deliver content via YouTube. This puts rising pressure on traditional aggregators to boost the attractiveness of their service offerings in order to acquire and retain customers.

Datamonitor expects that moving towards MPEG-4/H.264 AVC systems will promote the entrance of additional competitors into the IPTV market. Smaller European Internet service providers (ISPs) in particular are expected to utilize the efficiencies of the coding standard to create IPTV services.

Reasons to Purchase

• Gain insight into market growth split by platform, service operator and region.

• Gain insight into initiatives and strategies employed by service operators to remain competitive.

• Understand PVR and HD adoption across Western Europe and the US.

目录及图表

Overview	1
Catalyst	1
Summary	1
Methodology	1
Executive Summary	2
Introduction	2
European and US digital TV markets, 2006 - 2012 (Market Focus)	2
Driving the transition to digital television, 2006 - 2012 (Strategy Focus)	2
Technologies transforming the digital TV sector, 2006 - 2012 (Technology Focus)	2
European and US digital TV households, 2006 - 2012 (Databook)	3
PVRs and HD in Europe and the US, 2006 - 2012 (Databook)	3
Table of Contents	4
Table of figures	5
Table of tables	6
European and US digital TV markets, 2006 - 2012 (market focus)	6
Summary	6
Consumer demand drives the adoption of digital television	6
Demand for quality content and interactive services grows	7
Consumers are faced with multiple methods to obtain digital broadcast content	7
Non traditional players boost competition in the video aggregation market	8
Regulatory challenges arise with the current entertainment environment	9
Strong growth set for digital television services across the globe	9
Cable and satellite players will continue to hold dominant positions	10
Western European cable services illustrate high growth with satellite remaining steady	10
Free satellite services expected to take-off in the UK	11
Digital cable and satellite in the US illustrates measured growth	12
Co-branding helps satellite operators offer additional services	13
Europe will have significantly higher IPTV subscriber base than the US	13
France expected to remain as IPTV market leader	13
IPTV set for strong growth in US despite a small subscriber base	14
DTT set for explosive growth in Europe and sluggish uptake in the US	15
DTT service deployed across Europe in time for analogue switch-off	15
Spain, Italy, the UK and Germany expected to have the largest DTT subscriber base	16
US DTT usage expected to remain relatively low	17
Broadcasting industry set for heavy consolidation to boost economies of scale	17
European cable sector involved in heavy consolidation, private investment and re-branding	17
NTL:Telewest re-brands as Virgin Media in the United Kingdom	18
Dutch cable market faces considerable M&A activity	18
Cable sector in Belgium moves from fragmentation to amalgamation	18
Acquisition activity continues in the US cable market	19
Private capital continues to flow into the US and European Cable Markets	19
Driving the transition to digital television, 2006 - 2012 (Strategy Focus)	20
Summary	20
Consumers move away from traditional entertainment sources	20
Broadband penetration creates both opportunities and challenges for traditional video aggregators	20
Consumers are increasingly attracted to alternative online entertainment channels	21
True platform agnostic multi play services are expected on the horizon	21
Content producers exploit new channels for distribution to expand audience reach	22
Broadcasters and content producers give strong investment to new channels	22
Online aggregators put the pressure on cable and satellite operators	23
Joost announces strategic partnerships with content producers	24
Non-traditional competitors enter into the sector through whitelabel services	24
Apple makes a strong entrance into the video distribution sector through iTunes and Apple TV	24
New distribution channels transform traditional advertising models	25
Mobile TV services are expected to be a viable method to expand audience reach	26
Bundling, consumer intelligence and enhanced content to boost competitive advantage	26
Service bundling is essential for survival in an competitive market	27
BSkyB's triple play service appears to have paid-off	27
US cable companies continue to deploy VoIP services	27
Inuk Networks and Freewire is expected to make a strong entrance into the UK triple play market	27
Consumer intelligence across the entire product portfolio will prove a key differentiator	28
Enhanced content services remain critical to retain and attract customer bases	28
Video on demand systems gain considerable traction	28
High definition content will continue to be a key differentiator	29
Broadcasters boost operational efficiencies through infrastructure rationalization	30
Technologies transforming the digital TV sector, 2006 - 2012 (technology Focus)	32
Summary	32
HD services on the rise in both Western Europe and the US	32
HD becomes an essential service for differentiation in a competitive market	33
Moving towards MPEG-4 advanced video compression for HD to boost efficiency	33
MPEG-4 to reduce barriers to entry into the IPTV and HD markets	33
HD in the US is set for significant growth	34
DirecTV begins to have strong push for HD content	34
HD begins to make notable traction in Western Europe	35
Free-to-air service provision of HD begins to illustrate potential in France	36
Difficulties remain for FTA HD services in the United Kingdom	36
PVRs continue its strong uptake across the US and Western Europe	36
Putting consumers in control through PVR	36
Lease versus purchase models for PVRs	37
PVR adoption in full swing in the US	37
TiVo announces Amazon and mobile partnerships to reduce churn	38
PVR's are set for steady growth in Western Europe	39
BSkyB set to continue to have largest PVR service footprint in Western Europe	39
User experience and personalization expected to prove as a key service differentiator	40
Unified brand experience through consistency in the user experience	40
Service personalization will prove particularly attractive to boost differentiation	40
Competitive advantage through efficient digital workflows and service orientation	41
Broadcasters digitize workflows to enhance content management efficiencies	41
Cable operators aim to generate system value through efficient OSS/BSS	41
Creating value through effective customer assurance systems	41
Service orientation to help reduce operational expenditure	42
EUROPEAN AND US DIGITAL TV HOUSEHOLDS, 2006 - 2012 (Databook)	43
Introduction	43
Austria digital TV adoption, 2006 - 2012	44
Belgium digital TV adoption, 2006 - 2012	46
Denmark digital TV adoption, 2006 - 2012	48
Finland digital TV adoption, 2006 - 2012	50
France digital TV adoption, 2006 - 2012	52
Germany digital TV adoption, 2006 - 2012	54
Italy digital TV adoption, 2006 - 2012	56
Netherlands digital TV adoption, 2006 - 2012	58
Norway digital TV adoption, 2006 - 2012	60
Portugal digital TV adoption, 2006 - 2012	62
Spain digital TV adoption, 2006 - 2012	64
Sweden digital TV adoption, 2006 - 2012	66
Switzerland digital TV adoption, 2006 - 2012	68
United Kingdom digital TV adoption, 2006 - 2012	70
US digital TV adoption, 2006 - 2012	72
PVRs and HD in Europe and the US, 2006 - 2012 (Databook)	74
Introduction	74
Austria HD and PVR adoption, 2006 - 2012	75
Belgium HD and PVR adoption, 2006 - 2012	76
Denmark HD and PVR adoption, 2006 - 2012	77
Finland HD and PVR adoption, 2006 - 2012	78
France HD and PVR adoption, 2006 - 2012	79
Germany HD and PVR adoption, 2006 - 2012	80
Italy HD and PVR adoption, 2006 - 2012	81
Netherlands HD and PVR adoption, 2006 - 2012	82
Norway HD and PVR adoption, 2006 - 2012	83
Portugal HD and PVR adoption, 2006 - 2012	84
Spain HD and PVR adoption, 2006 - 2012	85
Sweden HD and PVR adoption, 2006 - 2012	86
Switzerland HD and PVR adoption, 2006 - 2012	87
United Kingdom HD and PVR adoption, 2006 - 2012	88
United States HD and PVR adoption, 2006 - 2012	89
APPENDIX	90
Definitions	90
Methodology	92
Further reading	92
Ask the analyst	92
Datamonitor consulting	92
Disclaimer	92
List of Tables
Table 1: Austria digital TV adoption, 2006 - 2012	44
Table 2: Austria digital TV adoption company breakdown, 2006 - 2012	45
Table 3: Belgium digital TV adoption, 2006 - 2012	46
Table 4: Belgium digital TV adoption company breakdown, 2006 - 2012	47
Table 5: Denmark digital TV adoption, 2006 - 2012	48
Table 6: Denmark digital TV adoption company breakdown, 2006 - 2012	49
Table 7: Finland digital TV adoption, 2006 - 2012	50
Table 8: Finland digital TV adoption company breakdown, 2006 - 2012	51
Table 9: France digital TV adoption, 2006 - 2012	52
Table 10: France digital TV adoption company breakdown, 2006 - 2012	53
Table 11: Germany digital TV adoption, 2006 - 2012	54
Table 12: Germany digital TV adoption company breakdown, 2006 - 2012	55
Table 13: Italy digital TV adoption, 2006 - 2012	56
Table 14: Italy digital TV adoption company breakdown, 2006 - 2012	57
Table 15: Netherlands digital TV adoption, 2006 - 2012	58
Table 16: Netherlands digital TV adoption company breakdown, 2006 - 2012	59
Table 17: Norway digital TV adoption, 2006 - 2012	60
Table 18: Norway digital TV adoption company breakdown, 2006 - 2012	61
Table 19: Portugal digital TV adoption, 2006 - 2012	62
Table 20: Portugal digital TV adoption company breakdown, 2006 - 2012	63
Table 21: Spain digital TV adoption, 2006 - 2012	64
Table 22: Spain digital TV adoption company breakdown, 2006 - 2012	65
Table 23: Sweden digital TV adoption, 2006 - 2012	66
Table 24: Sweden digital TV adoption company breakdown, 2006 - 2012	67
Table 25: Switzerland digital TV adoption, 2006 - 2012	68
Table 26: Switzerland digital TV adoption company breakdown, 2006 - 2012	69
Table 27: United Kingdom digital TV adoption, 2006 - 2012	70
Table 28: United Kingdom digital TV company breakdown, 2006 - 2012	71
Table 29: US digital TV adoption, 2006 - 2012	72
Table 30: US digital TV adoption company breakdown, 2006 - 2012	73
Table 31: Austria HD and PVR adoption, 2006 - 2012	75
Table 32: Belgium HD and PVR adoption, 2006 - 2012	76
Table 33: Denmark HD and PVR adoption, 2006 - 2012	77
Table 34: Finland HD and PVR adoption, 2006 - 2012	78
Table 35: France HD and PVR adoption, 2006 - 2012	79
Table 36: Germany HD and PVR adoption, 2006 - 2012	80
Table 37: Italy HD and PVR adoption, 2006 - 2012	81
Table 38: Netherlands HD and PVR adoption, 2006 - 2012	82
Table 39: Norway HD and PVR adoption, 2006 - 2012	83
Table 40: Portugal HD and PVR adoption, 2006 - 2012	84
Table 41: Spain HD and PVR adoption, 2006 - 2012	85
Table 42: Sweden HD and PVR adoption, 2006 - 2012	86
Table 43: Switzerland HD and PVR adoption, 2006 - 2012	87
Table 44: United Kingdom HD and PVR adoption, 2006 - 2012	88
Table 45: United States HD and PVR adoption, 2006 - 2012	89
List of Figures
Figure 1: The current communications service ecosystem	7
Figure 2: US and Western Europe digital TV service growth, 2006 - 2012	9
Figure 3: Western Europe cable and satellite forecast, 2006 - 2012	11
Figure 4: US cable and satellite growth, 2006 - 2012	12
Figure 5: European IPTV households and CAGR, 2012	13
Figure 6: European DVB-T deployment, 2006	15
Figure 7: DTT Households in Europe, 2012	16
Figure 8: Proportion of IT budget invested into new distribution channels, 2007	23
Figure 9: Mobile Broadcast TV subscriber forecasts, 2006 - 2012	26
Figure 10: Broadcasters IT budget priorities, 2007	30
Figure 11: High definition households in the US, 2006 - 2012	34
Figure 12: HD households in Western Europe with CAGR, 2012	35
Figure 13: US PVR households, 2006 - 2012	38
Figure 14: PVR households in Western Europe with CAGR, 2012	39
Figure 15: Austria digital TV adoption, 2006 - 2012	44
Figure 16: Belgium digital TV adoption, 2006 - 2012	46
Figure 17: Denmark digital TV adoption, 2006 - 2012	48
Figure 18: Finland digital TV adoption, 2006 - 2012	50
Figure 19: France digital TV adoption, 2006 - 2012	52
Figure 20: Germany digital TV adoption, 2006 - 2012	54
Figure 21: Italy digital TV adoption, 2006 - 2012	56
Figure 22: Netherlands digital TV adoption, 2006 - 2012	58
Figure 23: Norway digital TV adoption, 2006 - 2012	60
Figure 24: Portugal digital TV adoption, 2006 - 2012	62
Figure 25: Spain digital TV adoption, 2006 - 2012	64
Figure 26: Sweden digital TV adoption, 2006 - 2012	66
Figure 27: Switzerland digital TV adoption, 2006 - 2012	68
Figure 28: United Kingdom digital TV adoption, 2006 - 2012	70
Figure 29: US digital TV adoption, 2006 - 2012	72
Figure 30: Austria HD and PVR adoption, 2006 - 2012	75
Figure 31: Belgium HD and PVR adoption, 2006 - 2012	76
Figure 32: Denmark HD and PVR adoption, 2006 - 2012	77
Figure 33: Finland HD and PVR adoption, 2006 - 2012	78
Figure 34: France HD and PVR adoption, 2006 - 2012	79
Figure 35: Germany HD and PVR adoption, 2006 - 2012	80
Figure 36: Italy HD and PVR adoption, 2006 - 2012	81
Figure 37: Netherlands HD and PVR adoption, 2006 - 2012	82
Figure 38: Norway HD and PVR adoption, 2006 - 2012	83
Figure 39: Portugal HD and PVR adoption, 2006 - 2012	84
Figure 40: Spain HD and PVR adoption, 2006 - 2012	85
Figure 41: Sweden HD and PVR adoption, 2006 - 2012	86
Figure 42: Switzerland HD and PVR adoption, 2006 - 2012	87
Figure 43: United Kingdom HD and PVR adoption, 2006 - 2012	88
Figure 44: United States HD and PVR adoption, 2006 - 2012	89