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Table of Contents 1. Executive Summary 2. Methodology & definitions 2.1. General methodology of IDATE's reports 2.2. Methodology specific to this report 2.3. Definitions 3. Market structure & key factors 3.1. The connected TV market
3.1.1. Market background
3.1.2. The personal device segment
3.1.3. Connected TV ecosystem 3.2. Key technologies 4. Industry organisation and strategy 4.1. Consumer electronics companies
4.1.1. Television manufacturers
4.1.2. Makers of intermediate streaming and media devices 4.2. TV industry players
4.2.1. Content producers, broadcasters and pay-TV providers
4.2.2. Network operators and pay-TV providers 4.3. Internet companies
4.3.1. Internet giants
4.3.2. OTT pure-players' VOD services 4.4. The distribution chain 4.5. Strategic analysis
4.5.1. TV market players
4.5.2. CE market players
4.5.3. Internet companies 5. Market scenarios for connected TV in 2025 5.1. Two core disruptions shaping the market between now and 2025
5.1.1. Rate of spending on IP networks and infrastructure
5.1.2. How much viewing becomes an individual pastime 5.2. Definition and qualification of the three scenarios for 2025 5.3. Impact of the three connected TV scenarios
List of Tables
Table 1: Video services available on the different connected TV devices
Table 2: SWOT analysis of TV industry players in the connected TV environment
Table 3: SWOT analysis of CE market players in the connected TV environment
Table 4: SWOT analysis of Internet companies in the connected TV environment
Table 5: Conditions enabling the three scenarios
Table 6: Hypotheses for viewing habits and the OTT video market up to 2025
List of Figures
Figure 1: Growth of global smart TV shipments, 2010 2014
Figure 2: Installed base of streaming devices worldwide, 2009-2014
Figure 3: Growth of VOD service revenue worldwide, 2010-2014
Figure 4: Growth of SVOD service revenue worldwide, 2010-2014
Figure 5: Percentage of TV households in the US with an SVOD account, November 2014
Figure 6: Casting from a smartphone or a tablet to a TV set
Figure 7: Current rate and increase in the use of streaming on smartphones and tablets, in 2015
Figure 8: Screenshot of Comcast live X2 content recommendations
Figure 9: Type of AV content watched on smart TVs in a selection of countries, October 2014
Figure 10: Type of content that viewers in the United States watch on their different devices, in 2015
Figure 11: Installed base breakdown of smartphones in France by OS, in 2014
Figure 12: How consumers in France use their tablet, Q3 2014
Figure 13: Installed base of smartphones, tablets and computers in Europe, 2009-2014
Figure 14: Installed base of smartphones, tablets and computers in North America, 2009-2014
Figure 15: Devices used by consumers in the United States to multi-task while watching TV, in 2015
Figure 16: Percentage of TV viewers in the Asia-Pacific region who engage in other digital activities while watching TV, in 2014
Figure 17: Voice control function on Amazon Fire TV devices
Figure 18: Popularity of streaming and pay-TV services amongst users in the United States according to age group, November 2014
Figure 19: Countries with a local version of YouTube, April 2015
Figure 20: Availability of Netflix around the world, April 2015
Figure 21: Example of VOD on Facebook via Screenburn
Figure 22: Number of videos with more than a million views (downloaded in January 2015)
Figure 23: User of and subscriber bases for a selection of companies, and YoY growth, Q1 2014
Figure 24: Growth of broadband subscribers worldwide, and the proportion using ultra-fast broadband via FTTH/FTTB, 2013-2018
Figure 25: Percentage of consumers who continue to stream a video, despite poor quality
Figure 26: Expected gains in compression from HEVC
Figure 27: How Connect SDK works
Figure 28: WebOS TV platform
Figure 29: Firefox OS TV platform
Figure 30: Partnership between TV manufacturers and Netflix, allowing user to switch on the TV and access Netflix with a single button
Figure 31: The Samsung Smart Direct set-up, in partnership with Airtel Digital TV
Figure 32: Availability of a selection of OTT video services on Samsung televisions
Figure 33: "Evolution Kit" for Samsung smart TVs
Figure 34: Summary of how Samsung is positioned in the connected TV ecosystem
Figure 35: Interface for the Channel Master hybrid terrestrial DVR
Figure 36: Evolution of Roku devices
Figure 37: Interface for Roku streaming devices
Figure 38: Breakdown of Apple's revenue in Q1 2015
Figure 39: Availability of a selection of OTT video services on Apple TV
Figure 40: HBO Now interface
Figure 41: Availability of HBO on different devices of connected TV
Figure 42: Availability of Apple services on different connected TV devices
Figure 43: How Apple's revenue has grown thanks to iTunes, software and services
Figure 44: Summary of how Apple is positioned in the connected TV ecosystem
Figure 45: How HbbTV 2.0 works
Figure 46: YouView interface
Figure 47: Accessing the EPG, catch-up TV and Arte Concert via HbbTV
Figure 48: Accessing the "boton rojo" service from Spanish public broadcaster, RTVE
Figure 49: The CBS All Access, OTT service
Figure 50: Pluzz VAD on YouTube movies
Figure 51: HbbTV Maliste
Figure 52: France Télévisions, 4K streaming via HbbTV
Figure 53: Availability of France Télévisions connected TV services on different devices
Figure 54: Summary of how France Télévisions is positioned in the connected TV ecosystem
Figure 55: Sky+ HD DVR
Figure 56: RDK architecture
Figure 57: Fransat by Samsung: device/platform integration
Figure 58: Videoclube, a VOD service from Portuguese cable company NOS
Figure 59: "Virtual Joey" for Playstation and LG smart TVs
Figure 60: Liberty Global brands and where they operate
Figure 61: Availability of a selection of OTT video services on the Horizon TV Box
Figure 62: Availability of Liberty Global services on different connected TV devices
Figure 63: Countries where Liberty Global markets its "MyPrime" SVOD plans
Figure 64: Summary of how Liberty Global is positioned in the connected TV ecosystem
Figure 65: Pricing terms for "My Prime" in Switzerland
Figure 66: Nexus Player from Google, in partnership with Asus
Figure 67: Amazon Fire TV Stick
Figure 68: Market share for the different smartphone OS in the United States, as of Q1 2014
Figure 69: Microsoft's platform convergence strategy
Figure 70: Availability of a selection of Chromecast-compatible OTT video services
Figure 71: Android TV on a French telco's DVR
Figure 72: YouTube Movies VOD interface
Figure 73: Availability of Google services on different connected TV devices
Figure 74: Summary of how Google is positioned in the connected TV ecosystem
Figure 75: Platform and device-agnostic OTT video services
Figure 76: Availability of Netflix on different connected TV devices
Figure 77: Operators who offer Netflix on their DVR/IP box
Figure 78: Summary of how Netflix is positioned in the connected TV ecosystem
Figure 79: Where Netflix is available, April 2015
Figure 80: How a selection of players are positioned along the distribution chain
Figure 81: Examples of possible partnerships between the different industries
Figure 82: Defining the scenarios for connected TV in 2025
Figure 83: How the three scenarios will impact the connected TV market up to 2025
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