Over the Top (OTT) Video Study: Trender Research Predicts 7 Percent of Households Will ‘Cut the Cord’ on Pay TV by 2012
Westford, MA (PRWEB) October 2, 2009
Trender Research™ Inc. (www.trenderresearch.com), a consumer technology market research and consulting firm that combines expert analysis with the voice of everyday people, announced a new strategic analysis of the over the top (OTT) video industry and its impact on the Pay TV market. The report, entitled “Pay TV and the Growing Over the Top Video Threat”, analyzes the major trends of online video consumption and how they are changing the business models for cable, satellite, and IPTV service providers as well as the video rental market. The study provides a strategic analysis of major OTT players, looks at current and potential Pay TV responses to the OTT threat, and predicts likely winners and losers. The 80-page report also includes a model for estimating the percentage of households that will “cut the cord” from their Pay TV subscriptions based on limited, realistic, and aggressive adoption scenarios. Based on the realistic scenario, Trender Research predicts that 7 percent of households will forgo their Pay TV subscriptions by 2012 in favor of some combination of OTT services and free over-the-air broadcast television.
“The good news for Pay TV service providers is that the 80/20 rule applies in the case of OTT video,” said Trender Research CEO and Principal Analyst Brian Mahony. “The vast majority of consumers will not consider abandoning the familiarity, comfort, and content of traditional television until several obstacles to OTT adoption are overcome.” Among the OTT obstacles highlighted in the report are limited live TV, sports, and high definition content, and the relative complexity of setting up and using OTT devices and networks. “However, the OTT market is moving fast,” continued Mahony. “Judging by the rapid growth of online video consumption on sites like Hulu, and the plethora of enabling devices such as Roku, Xbox, and a range of new HDTV models, our projection may be conservative.”
The report profiles many of the leading OTT and emerging video industry players, including content sites such as YouTube, Hulu, and Netflix, and hardware such as AppleTV, Roku, Vudu, TiVo, Xbox, and Vizio. Enabling products are examined including video browsers Boxee and Zinc, home video distribution technologies including WiFi, WHDI, and MoCA, and supporting middleware, widgets, and applications. The report also looks at the response of Pay TV service providers, such as the TV Everywhere and Project Canvas initiatives, and the efforts of cable channels such as ESPN and Discovery to implement their own online video strategies. Vendors that scored high on the Trender Dashboard™, which measures appeal to mainstream consumers, include Hulu, Netflix, TiVo, and Roku.
“Pay TV and the Growing Over the Top Video Threat” is authored by Principal Analyst Brian Mahony with contributions by Directing Analyst Patti Reali and Contributing Analyst Robert Clark. The study is based on interviews and questionnaires with over 40 companies or organizations and analysis of another 50 using public records. The report also includes feedback from a Trender Panel focus group of everyday consumers. The cost of the report is ,499 for a department license and ,999 for an enterprise license.
Partial list of companies and technologies mentioned in the report:
3-D TV, ABC, ActiveVideo Networks, Amazon, Amimon, Apple, AT&T, Blockbuster, Broadband Network Systems, BBC, Boxee, Cables to Go, Canoe Ventures, CBS, Comcast, Cox, Crackle, DirecTV, Disney, Discovery Channel, DOCSIS, EchoStar, EBIF, enableTV, Entone, Espial, ESPN, EZGear, HBO, HDMI, Hillcrest Labs, HomePlug, Hulu, Intel, IOGEAR, Jaman, Klickable, LG, Metacafe, Microsoft, MLB.TV, MoCA, Myrio/NSN, NBC Universal, Netflix, NFL, Nintendo, Overlay.TV, Panasonic, PeerTV, Popcorn Hour, Powerline, Project Canvas, Pulse-Link, Qwest, Redbox, Research in Motion, Roku, Rovi, Samsung, Sezmi, SiBeam, Silicon Dust, Silicon Mountain, Sky, Sling Media, Sony, Thomson, TimeWarner, TiVo, Toshiba, tru2way, TVAnywhere, TV Everywhere, TVBlob, Ultrawideband, Verizon, Vizio, Vudu, WHDI, WiFi, Wireless HD, Yahoo, YouTube, ZeeVee, ZillionTV
For a report synopsis or ordering information, contact Tim Fedish, Director of Client Services: 774-262-4222
For media interviews or consulting inquiries, contact Brian Mahony, Principal Analyst: 508-479-7254
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Latest 3DTV Viewing Research Finds Consumer Interest High, Yet Tempered with Concerns about 3D Glasses and Inability to Multitask
New York, NY and Alexandria, VA (Vocus) September 9, 2010
Although most consumers love the immersive video experience of 3DTV, new research has uncovered concerns that suggest the technology faces some tough early challenges, including issues with the 3D glasses, high costs associated with 3DTV sets and equipment, and the limited availability of 3D content. The research also indicates high interest among video gamers and heavy moviegoers will be key to spurring the initial growth.
These are just a few of the findings in “Focusing on the 3DTV Experience,” a comprehensive report released today by The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing (CTAM), who commissioned the work.
This foundational research is the first to feature both qualitative and quantitative consumer reactions to 3DTV and, distinctively, the qualitative phase was conducted at the Las Vegas-based “CBS TV City Media Lab,” in a condominium that closely imitated a 3DTV home viewing environment. Furthermore, all research participants watched a 30-minute compilation video featuring a variety of 3D content examples, after which they were asked to respond to the experience.
“What’s critical here is that hundreds of study participants were reacting first-hand to watching the same 3DTV content,” stated Char Beales, president & CEO, CTAM. “This is providing a deep understanding of how consumers will watch 3DTV, giving the industry a previously-unavailable perspective on the marketplace challenges that are unique to television, from content preferences to frustrations with 3D glasses.”
The Potential of 3DTV
Though 3DTV is in its early stages, consumers are familiar with 3D content due to the proliferation of 3D movies and exposure at theme parks. As a result, many have preconceived notions about its attributes and express strong interest in the potential of 3DTV, particularly after viewing the content.
Nearly three-fifths (57%) of viewers agreed 3DTV made them feel like they were “part of the action” and 48% felt it made them more engaged with what they were watching.
Nearly half of consumers (47%) said 3DTV would make them watch programs they wouldn’t normally watch.
However, a high number (77%) of consumers perceive 3DTV viewing to be better suited to special events, such as movies or sporting events, as opposed to everyday viewing.
The top genres consumers are interested in viewing in 3D ranged from broadly appealing genres (sports, movies, action/adventure programming) to niche genres (nature/animal shows, travel, sci-fi and music concerts).
Overall, 42% of respondents cited interest in playing video games in 3D, with seven-out-of-ten (71%) hardcore or regular gamers interested in experiencing video games in 3D.
The Key Challenges
“Focusing on the 3DTV Experience” also provides a reality check on the adoption challenges of 3DTV, particularly consumer reactions to the technology requirements.
“The research revealed a ‘wait and see’ attitude expressed by survey participants, which reflects an increase in consumer understanding of how new products come to market,” said Nielsen’s Frank Stagliano, EVP/GM of TV Primary Research. “In fact, purchase interest for a 3DTV set among those planning to buy a new TV in the next 12 months decreased after seeing a demonstration of the technology, experiencing the glasses, and learning more about product costs. This suggests the majority of consumers will wait until these challenges are addressed and there is more content available before opening their wallets.”
Specifically, some of the most commonly cited reasons for lack of interest in purchasing include the cost of the set (68%), having to wear the 3D glasses (57%), and not enough 3D programming (44%).
While costs and content availability will be addressed over time, the purchase hurdle for the glasses could be a longer term barrier. Overall, 89% felt the 3D glasses would constrain their multitasking activities as compared to 2D viewing habits in the household. More than half mentioned the glasses are a hassle and that was the reason cited by 57% of those “not likely” to purchase a 3DTV set. Consumers were also concerned with discomfort from wearing the glasses (45%).
Methodology
The qualitative research phase of “Focusing on the 3DTV Experience” featured 12 focus groups of five individuals, including some families, interviewed over a four-day period. Each group was first asked a set of questions to gauge their familiarity with 3D content, and then exposed to a 30-minute clip reel of 3DTV content, followed by a one-hour discussion about their reactions to the experience.
The quantitative phase of the study included 425 randomly-selected respondents. These participants first took an online survey that assessed their prior familiarity and experience with 3D content. They then watched the same 30-minute clip reel of 3DTV content as the qualitative respondents, followed by additional survey questions about their reactions to the experience.
The complete report is available for purchase here.
About The Nielsen Company
The Nielsen Company is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The privately held company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com.
About CTAM
CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit professional association providing consumer research and educational opportunities to nearly 5,000 individual members. On behalf of its 90 corporate members, CTAM leads the Advanced Cable Solutions Consortium and facilitates national cooperative marketing efforts, including the Cable Mover Hotline®, Movies On Demand® and Solutions for Small Business. For more information, visit www.ctam.com.
Contacts:
For CTAM
Jason King
709-837-6541
jason(at)ctam(dot)com
For The Nielsen Company
Marisa Grimes
646-654-5759
Marisa(dot)grimes(at)nielsen(dot)com
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3-D Digital Cinema Installations to Reach $750 Million in Revenue According to GigaOM Pro and Research 2.0
San Francisco, CA (PRWEB) October 12, 2009
While 3-D technology has been around in various stages of evolution for close to 100 years, advances in 3-D computing will be one of the driving technologies impacting a variety of industries in the coming years, according to a new report from GigaOM Pro and Research 2.0. From movie theaters — where 15,000 new 3-D installations will create 0 million in revenue over the next five years — to home entertainment, mobile and digital signage, 3-D computing is fast becoming a critical technology on many industry road maps.
“3-D technologies will be a significant part of a number of industries’ future evolution,” said Kris Tuttle, president of Research 2.0. “Advances in display technologies, graphics processing and software are creating a large and growing wave of change coming to and from the world of 3-D computing.”
While much of the focus for 3-D displays is on the home, the public space and digital signage markets will see significant penetration of 3-D technology in coming years. Companies such as Visumotion and Newsight are developing technologies as well as working with digital signage incumbents to deliver 3-D technology to this market, and by 2014 nearly 1 million 3-D digital signage systems should ship.
Another important market impacted by 3-D computing will be the mobile communications and devices market. Hitachi has already released a 3-D capable mobile phone with KDDI in Japan, while a company called Spatial View is making applications to render 3-D viewing on mobile devices such as the iPhone.
“The growth of 3-D computing will have a far-reaching impact on the lives of people in their personal and work lives over the coming decade,” said Steve Waite, partner and director of Strategy, Research 2.0. “The opportunities for both existing and new market players will be significant.”
The report, entitled “3-D Computing: From Digital Cinema to GPUs” (http://pro.gigaom.com/2009/10/report-3-d-computing-from-digital-cinema-to-gpus/) is a comprehensive analysis of the entire 3-D market landscape, examining how changes across the semiconductor, computing, software, consumer devices and content marketplaces will usher in a wave of innovation and end-use products. The report has forecasts, market analysis and competitive analysis for companies across the 3-D technology marketplace.
About GigaOm Pro
As part of the GigaOM Network, GigaOM Pro delivers actionable insights on emerging markets by curating the most relevant news, providing big-picture analysis and in-depth original research reports, and offering interactive engagement with technology insiders. Visit GigaOM Pro today at http://pro.gigaom.com
About Research 2.0
Research 2.0 is dedicated to emerging technologies that are poised to enter phases of creative destruction in the marketplace. We provide research, market positioning, and investment analysis for the markets and companies that are impacted. Our independent, flow-based research model gives us a distinct advantage in the market. We synthesize a great deal of information from diverse sources simultaneously and put it into an investment context. Visit at http://www.research2zero.com/
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Panjiva Research Reveals Manufacturers Benefit from 3D Movie Boom
New York, NY (Vocus) March 9, 2010
The release of Avatar in December was the culmination of a record year in the 3D movie world. On the heels of Avatar’s three wins at last night’s Academy Awards and its over billion draw at the box office, Panjiva, the leading source of objective information on global manufacturers, today issued research that demonstrates the impact that the success of Avatar, and the growth of the 3D movie industry as a whole, has had on technology companies, specifically those that manufacture and supply 3D products.
Shipments of 3D glasses, for example, have risen with the wave of 3D box office releases. The Panjiva team analyzed the shipments of 3D glasses to the United States and found one supplier, San Technology (Santec), sending shipments of 3D glasses into the U.S. This company’s shipments track along with the gross revenue generated by 3D movies in the U.S. Specifically, Santec’s shipment weight in 2009 was 3.5 times the company’s shipment weight in 2008.
According to www.the-numbers.com, eleven 3D movies were released last year – a 275% increase from 2008. More impressively, 2009 US 3D movie revenue, at almost billion, was nearly seven times 2008 revenue. Avatar contributed over 0 million of revenue alone.
“With the tremendous success of Avatar and more 3D movies planned for 2010, it is likely Santec and other 3D technology manufacturers will continue to benefit,” said Josh Green, chief executive officer, Panjiva. “Looking at these numbers provides a compelling way to watch how industries unfold and new companies emerge and grow to meet the needs of evolving technology. Findings like these keep us excited about having our finger on the pulse of the latest trends in manufacturing and global trade as they emerge.”
About Panjiva
Panjiva is an online resource for sourcing executives to gain credible and valuable knowledge about suppliers and manufacturers around the world. By providing the most comprehensive data in an easy to use format, Panjiva informs the decisions that facilitate doing business globally. Supply chain and global production executives responsible for finding the right factories, negotiating costs and avoiding costly supply chain disruptions have been “flying blind.” Panjiva is the first and only online information source designed to provide complete transparency into overseas suppliers. Leveraging a variety of public and proprietary data sources, Panjiva is bringing new levels of visibility to the management of global supply chains. Panjiva was founded by CEO Josh Green and CTO James Psota. Panjiva received an equity investment from Battery Ventures and a contingent of angel investors. For additional information, visit: http://panjiva.com
Media Contacts:
Jean Serra
Version 2.0 Communications
617.426.2222
Katelyn Henry
Version 2.0 Communications
617.426.2222
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Issues with 3D TV
Despite the major advancements afforded by autostereoscopic displays, a number of issues need to be addressed before 3D-TV is ready for the general public. High-quality stereoscopic content production will require multiple views captured with multiple cameras. Coding and transmission requirements for broadcasting such a high volume of video information will be considerable.
Researchers are currently investigating advanced compression techniques for coding multiple views of the same scene and novel methods for transmitting the depth information contained in a scene. Other research issues include converting 2D images to 3D and viewing interpolation from a stereoscopic pair of views. Visual comfort and image quality assessment involving the use of human viewers for testing are other hot topics of research.
3D TV Technology Surpasses HDTV
3D TV is cutting edge technology that will change the way you watch television. In the world of science, researchers are always looking to the future. While consumers are still scratching their heads and trying to decide which high-definition television (HDTV) to buy for their home theatres, researchers in laboratories around the world are already working to develop technologies that would surpass HDTV.
What will be the next step in the evolution of television? While there are labs in Japan that are working on super high-definition displays, the next true milestone is expected to be much more significant than simply improving image sharpness and color. Researchers believe the next coup in the advancement of television will involve the addition of a third dimension. This monumental step can be likened to the addition of color to black-and-white television displays. In the future, stereoscopic or three-dimensional (3D-TV) displays will allow viewers to immerse themselves inside a world of objects that are separated in depth, far beyond the screen’s surface. Best of all, you won’t need those restrictive red and blue glasses that our parents or grandparents wore to enjoy 3D in the movie theatre.
Research into 3D-TV has been underway since the mid 90s. Initial research projects addressed the important issue of determining the perceptual benefits that 3D would bring. More recently, the focus has shifted to human visual characteristics that could be exploited for applications in video coding, transmission, storage and display of 3D program material.
