TV and new video services


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Lessons from the US

This report takes a look at changes in consumer habits, especially those of the youngest generations of viewers, and their impact on the video market. 

It examines the rapid progress made by OTT offers and how they affect user behaviour and video industry players' strategies.

It also explores some of the strategies the various market players are using to attract new subscribers and stem potential losses.
Table of Content

1. Executive Summary

2. New habits
2.1. Viewing habits are changing
2.1.1. More viewers watching more screens
2.1.2. More and more time-shifted viewing
2.1.3. Binge watching on the rise
2.1.4. Channel bundles an outmoded model for younger viewers
2.2. Are family plans too old school? 
2.2.1. Viewing an increasingly individual pastime
2.2.2. TV Everywhere vs. account sharing
2.3. Accessing OTT services on the TV
2.3.1. Why native connected TV has failed
2.3.2. An opportunity for dedicated OTT devices
2.4. DTT emerging as a cord-cutting solution
2.4.1. Record high cable prices
2.4.2. Pay OTT to top up free DTT
2.4.3. Case study: Aereo
2.4.4. Case study: Mohu

3. OTT: a whole new ballgame
3.1. Is OTT fuelling technological innovation?
3.1.1. Recommendation engines at the heart of the user experience
3.1.2. Introduction of 4K
3.2. New ways to deliver content
3.2.1. Case study: WWE Network
3.2.2. Virtual MVPD: a new era in video distribution
3.3. The supremacy of original content, and the rethinking of release windows
3.3.1. Increase in original programmes on OTT services
3.3.2. AMC's content strategies
3.3.3. ABC's about-face
3.3.4. Conflicts over the availability of currently airing seasons

4. Top American players' new strategies
4.1. Accelerated concentration in the telecoms and TV industries
4.1.1. Growing weight of OTT services
4.1.2. Comcast takeover of Time Warner Cable 
4.1.3. AT&T's planned acquisition of DirecTV
4.2. Agreements between ISPs and content providers
4.2.1. ISP shaming: a new way to pressure access providers 
4.2.2. Recent agreements between Netflix and ISPs 
4.3. The Web versus TV: a new competitive landscape 
4.3.1. Ongoing development of Web services
4.3.2. Pay-TV value of certain channels has dropped
4.3.3. HBO and OTT: it's complicated
4.4. Major investments in cloudified distribution

Table 1: The different Netflix streaming plans
Table 2: Selection of original series available on Amazon, Netflix and Hulu
Table 3: Free and paid peering agreements in the United States



Figure 1: Growth of weekly multi-screen viewing time
Figure 2: Growth of time-shifted viewing in the United States
Figure 3: Growth of time-shifted viewing of a TV series on the FX channel
Figure 4: Percentage of Internet users that have already watched programmes on their own schedule (i.e. time-shifted) and those who have binge watched a show, in the United States, in 2013
Figure 5: US binge watchers' preferred devices in 2013
Figure 6: Growth of binge viewing among binge watchers in the United States, between 2012 and 2013
Figure 7: Netflix automatic post-play function
Figure 8: Growth of the number of channels received and watched by TV households in the United States, 2008-2013 
Figure 9: Example of a VoD service's personal profile feature 
Figure 11: Roku and Google streaming sticks
Figure 12: Chromecast user interface
Figure 13: Growth in the price of a monthly cable plan in the United States, pegged to inflation, 2000-2012
Figure 14: Change in the breakdown of TV households in the United States by reception network used, 2009-2018
Figure 15: How much can cord cutters/shavers save? US, in 2013
Figure 16: Size of the Aereo micro antenna
Figure 17: Aereo plans
Figure 18: Mohu indoor and outdoor antennas
Figure 19: Mohu Channels set-up
Figure 20: Mohu Channels personal EPG
Figure 21: Services available on Mohu Channels
Figure 22: Comcast X2 live content recommendation engine
Figure 23: Content available on the WWE OTT service in the United States
Figure 24: Potential financial scenarios and cannibalisation of WWE revenue, according to WWE Network subscriber numbers in the United States
Figure 26: AMC Networks' advertising and distribution revenue
Figure 27: Growth of fixed high-speed Internet and LTE penetration in the United States, 2012-2018
Figure 28: Percentage of broadband households that subscribe to Netflix, Hulu and Amazon OTT services, 2012-2014
Figure 29: Quarterly subscriber growth of Comcast and TWC pay-TV services, and expected base after their merger and divestment of 3.9 million subscribers
Figure 30 : Google's Video Quality Report
Figure 31 : Netflix ISP speed index
Figure 32: Example of a Netflix message to Verizon customers
Figure 34: Mobile devices in use in the United States
Figure 35: Growth of videos shown by cable TV music channels the United States
Figure 36: Internet user campaign for the launch of a standalone HBO OTT service
Figure 37: Growth of HBO and SVOD subscribers in the United States, 2011-2014
Figure 38: Quarterly pay-TV subscriber growth in the United States, 2010-2014
Figure 39: TiVo's migration to the cloud