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Streaming Media, IPTV, and Broadband Transport: Telecommunications Carriers and Entertainment Services 2008-2013
a market research report
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Carriers are signing up customers for video and other value-added services geared to spur spending in the consumer and business segments. In this market research report, INSIGHT will examine streaming, IPTV, mobile TV, and other information and entertainment services.
Streaming media—the IP transmission of on-demand rich media that gives the user the ability to listen to audio and view video and graphics animation files from the network without downloading the content—is but one of several technologies being used to deliver information and entertainment services. IPTV, in the context of current broadband transmission technology, will make it possible to move beyond the multicast “time-shift” capabilities of cable’s video-on-demand models to deliver true interactivity to unicast, multicast, and broadcast audiences and give carriers a slice of the more than $250 billion forecasted to be spent each year on mass advertising.
In this research report, INSIGHT studies the role and many applications of IPTV and streaming in both the business and consumer markets. In addition, INSIGHT evaluates the broadband infrastructure, hardware, and software necessary to deliver this service to the market, as well as the end user devices at work in homes and businesses. This research study provides a detailed forecast of the video, IPTV, and streaming media markets—including the applications, markets, and equipment.
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Report Excerpt
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Streaming media is becoming the growth engine for the
$94 billion US entertainment media industry, sharing a key role in the
industry along with content download.
In streaming, rich digital media is transferred across
a network without requiring any local data storage. Content downloads, by
comparison, are stored locally. In both scenarios, digital rights
management (DRM) is being used to control or limit the listening, viewing,
and distribution of content.
Streaming technology is poised for robust growth—the
streaming media industry has survived its introductory phase and evolved,
and now proven business models have been identified. A sufficient number of
consumers are prepared to pay for the service, and technologies have become
stable enough to support growth.
The business models for streaming, IPTV, and other
delivery vehicles for digital entertainment are still evolving, however. In
the music industry, Apple iTunes has been very successful. Consumers have
demonstrated a willingness to pay for audio content, and are comforted
knowing that the content they have purchased is stored on their handheld
device as well as being backed up on their home computer. Apple receives
100 percent of hardware sales and a portion of sales related to iTunes
content. Competitors, such as Microsoft and Verizon, are experimenting with
the online music market. Microsoft’s Zune download service operates
similarly to iTunes, while Verizon’s service includes downloads and a
subscription-based streaming service. It is apparent that the currently
used download and pay-per-track model is here to stay, and will maintain the
lion’s share of the online music market.
Consumers are also being provided with a variety of
video content through a variety of venues, including pay-per-view,
subscription, and ad-supported models. Video or TV content includes
extensive international, national, local, financial, sports, weather, and
entertainment news coverage, and is sourced and distributed by major news
outlets through a variety of web portals. This content is generally free to
the consumer, although it may be posted somewhat later than live news
broadcast on television.
The major networks all have begun to stream some ad
supported TV shows. This would suggest that some consumers show an
acceptance towards exposure to commercials in return for content they want.
Feature films are also available from producers and
rental firms via both streaming and downloading. Films are generally on a
pay-per-view basis. iTunes, for example, has sold video content since the
introduction of the video iPod in late 2005. That content could be obtained
by the same method as audio tracks. In January 2008 Apple announced that it
would also rent movies from all of the major studios on its website. As a
download service, Apple movie rentals could potentially be a competitor to
streaming movie services offered by others. But the most prevalent movie
rentals will likely be viewed on a big screen in the living room and not on
a portable device.
The success of all of these rich media delivery systems
indicates that consumers are....................
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Market Segmentation
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Content Derived Revenue
Internet CDN Streaming VOD Content
IPTV Content
Mobile Streaming Audio Content
Mobile Streaming Video Content
Internet Audio on Demand
US Internet VOD Advertising
Network Derived Revenue
Encoding
DRM
Telco IPTV Network Services
Internet CDN Network Services
Performance Measurement
Content by Service Provider Type
Mobile
Internet
Telco TV
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Table of Contents
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Chapter I
Executive Summary
1.1 Streaming Media – Growth Engine
1.2 Streaming Media Overview
1.3 Streaming Media Market Outlook
and Forecast
Chapter II
Market Background
2.1 Streaming Media Defined
2.2 Market Drivers
2.2.1 Enterprise Demand for Streaming Media
2.2.2 Consumer Demand
2.2.3 Content Providers
2.3 Infrastructure Requirements for
Streaming Media
2.3.1 Streaming over IP
2.3.2 Digital Media Format
2.3.3 Streaming Over Content Delivery
Networks
2.3.4 Streaming In the Last Mile
2.4 Current Broadband Access Market
Size
2.4.1 Worldwide
2.4.2 North America
2.5 Market Summary
Chapter III
Applications
3.0 Key Applications
3.1 Consumer Markets
3.1.1 Consumer Delivery Models
3.1.2 Consumer Entertainment
3.1.3 Streamed Advertising
3.2 Corporate Communications
3.2.1 Training
3.3 Communications and E-Learning
3.3.1 Government
3.3.2 Financial Services
3.3.3 Education
3.3.4 IP Video Surveillance
Chapter IV
Technology
4.1 Streaming Technology
4.2 Encoding
4.2.1 MPEG Technology
4.3 Digital Rights Management (DRM)
4.4 Content Hosting
4.5 Network Services
4.5.1 Content Distribution Manager
4.5.2 Request Routing/Content Routing
4.5.3 Cache Servers
4.5.4 Content Switching
4.5.5 Peer-to-Peer (P2P) CDN
4.6 Performance Management
Chapter V
Major Vendors
5.1 Introduction to Streaming
Services
5.2 Encoding
5.2.1 Apple Computer, Inc.
5.2.2 Microsoft Corporation
5.2.3 RealNetworks
5.2.4 Adobe Flash
5.3 Performance Management
Services
5.3.1 Keynote Systems
5.4 DRM Service Providers
5.5 Specialized CDN Service Providers
5.5.1 Akamai
5.5.2 Mirror Image
5.5.3 SyncCast Division of Thomson
5.5.4 Internap (Formerly VitalStream,
Inc.)
5.5.5 Others
5.6 Carriers, RBOCs, International Players, and Others
5.6.1
AT&T
5.6.2
Sprint
5.6.3
Verizon Communications
5.6.4
Level 3 Vyvx Services
Chapter VI
Market Forecasts
6.1 Definitions
6.2 Methodology
6.3 Market Drivers Summary
6.3.1
Broadband Internet Access
6.3.2
IPTV Deployment
6.3.3
3G Mobile Devices
6.3.4
Internet Advertising
6.3.5
Other Factors Affecting Growth
6.4 Network-Derived Revenue Forecast
6.4.1 US Streaming Encoding
6.4.2 US Streaming DRM Forecast
6.4.3 US Internet CDN Network
Services Forecast
6.4.4 US Telco IPTV Network Services
Forecast
6.4.5 US Streaming Performance
Measurement Forecast
6.4.6 Total US Streaming
Network-Derived Revenue Forecast
6.5 Content-Derived Revenue Forecast
6.5.1 US Internet CDN VOD Content
Services Forecast
6.5.2 US Telco IP VOD Content
Services Forecast
6.5.3 US Streaming Audio Forecast
6.5.4 US Mobile Streaming Audio
Forecast
6.5.5 US Mobile Streaming Video
Forecast
6.5.6 US Internet CDN VOD
Advertisement Forecast
6.5.7 Total US Streaming
Content-Derived Revenue Forecast
6.6 Total US Streaming Media Revenue
Forecast
Table of Figures
Chapter I
I-1 US
Total Streaming Media Market, 2008-2013
Chapter II
II-1
Buffering
II-2 Consumer
Interest in Radio Record and Playback Feature
II-3
Online Content Views per Month
II-4
Acceptance of Online Advertisements
II-5
Frequency of Watching Video on Mobile Devices
Chapter IV
IV-1 Streaming Service
Taxonomy
IV-2 Constant Quality
Bit-Rate Evolution for Various Codecs, 1990-2008
IV-3 Role of Encoding in
Content Creation, Distribution, and Playback
IV-4 Penetration of
Media Players on Internet Enabled PCs
IV-5 Classification of the
MPEG-4 Image, Video Coding Algorithms, and Tools
IV-6 2M, HDTV, & MPEG
Bandwidth Requirements
IV-7 Live Video Delivery
Process
IV-8 Typical Streaming
from Content Provider to Users
IV-9 Typical Content
Delivery Network Configuration
IV-10 Unicast Network Infrastructure
IV-11 Architecture for Content
Distribution Manager
IV-12 CDN Peer-To-Peer Network
Example
Chapter V
V-1 Simple Streaming
Services Taxonomy
V-2 Vyvx Video Ad
Broadcast Destinations by State
Chapter VI
VI-1 US Encoding Services
Revenue, 2008-2013
VI-2 US DRM Services Revenue,
2008-2013
VI-3 US Internet CDN Network Services
Revenue, 2008-2013
VI-4 US Telco IP Network Services
Revenue, 2008-2013
VI-5 US Performance Measurement
Revenue, 2008-2013
VI-6 US Network-Derived Revenue
Comparison, 2008 and 2013
VI-7 US Internet Streaming Content
Services Revenue, 2008-2013
VI-8 US Telco IP VOD Content Services
Revenue, 2008-2013
VI-9 US Music on Demand
Content-Derived Revenue, 2008-2013
VI-10 US Mobile Streaming Audio Revenue
Forecast, 2008-2013
VI-11 US Mobile Streaming Video Revenue
Forecast, 2008-2013
VI-12 US Internet CDN VOD Advertising
Revenue, 2008-2013
VI-13 US Total Streaming Media Market,
2008-2013
Table of Tables
Chapter II
II-1 Consumer Streaming Video
Participation and Use
II-2 Distribution of
Advertising Spending
II-3 Internet Radio per Song
Royalties
II-4 Worldwide Broadband
Subscribers, 2008-2013
II-5 North American
Broadband Subscribers, 2008-2013
II-6 Media by Transfer Rate
II-7 Downstream DSL Bit-rates
vs. Reach
Chapter III
III-1 Typical File Size of Various
Content
III-2 US VOD Spending, 2001-2011
III-3 Internet Streaming and Digital
Media vs. Interactive TV Opportunities
III-4 Typical Internal Communications
Applications
Chapter IV
IV-1 Functions of a Content
Distribution Manager
Chapter V
V-1 Integrated Media Player DRM
solutions
V-2 Mirror Image’s Services
Chapter VI
VI-1 Applications Driving US
Internet CDN Network Services Revenue
VI-2 US Streaming Network-Derived
Revenue, 2008-2013
VI-3 US Total Streaming
Content-Derived Revenue, 2008-2013
VI-4 US VOD Content Services Revenue
by Network Type, 2008-2013
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Pricing Information
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