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Streaming Media in Telecom Networks 2003-2008
a market research report
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Amid an uncertain business climate, forward-thinking telecom carriers are recognizing that streaming media might be the value-added service that will spur both consumer and business spending. In this new market research report, Insight Research examines 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.
Streaming media applications in the consumer segment will get carriers closer to a slice of the more than $250 billion forecasted to be spent each year on mass advertising. In the business segment, real-time video will enable or enhance high-value applications.
In this research report, Insight studies the role and many applications of streaming media in both the business and consumer markets, including video on demand, virtual tours, videoconferencing, corporate communications, shopping, gaming and video calling. 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.
Players in the streaming media arena are many, from content creators— like AOL, Microsoft and Disney—to content aggregators, distributors, and service providers. This research study provides a detailed forecast of the streaming media market—applications, markets, equipment, and service providers—from one of the leaders in telecommunications analysis.
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Report Excerpt
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Streaming Media Market Analysis
The Recording Industry Association of America’s heavy-handed attempt to enforce its copyright of digital music files being shared across peer-to-peer networks brings into stark relief the problem of an old business model slamming into a new media—and similar business breakdowns are just down the road. TV and cable broadcasters, movie studios, and content providers of every stripe are about to run up against similar property rights and distribution issues because, as the recording industry correctly contends, broadband access to the Internet makes digital content readily accessible to a steadily increasing worldwide audience. Broadband access, along with improved technology such as such MPEG-4 compression, will make large digital file manipulation increasingly easier and faster, so the entertainment industry and other multimedia content providers are going to have to adjust their business models to leverage a worldwide audience that can easily reach and manipulate rich media content via the Internet.
From the vantage point of these content providers, streaming is one of the most promising control options available. Streaming media refers to the transmission of digital audio, video, and graphics-animation files over an IP network, in real time or on demand, without actually downloading and storing the content. Streamed data is encoded and transmitted by server applications and received, decoded, and played by client applications. The client applications can start displaying video or playing audio as soon as enough data has been received and stored in the receiving station’s buffer. Streamed data leaves no physical file behind on the viewer’s machine.
Streaming media stands at the intersection of entertainment and IT, and could become a catalyst for the communications and computer industries to return to growth through services such as video on demand (VOD), music on demand, videoconferencing, distance learning, and multimedia Web searches—all of which could be partially underwritten by streamed advertising dollars. In the future, we expect content providers, in conjunction with content delivery service providers (CDSPs), to roll out new streaming media and on-demand services. Many consumers, in turn, will opt for even higher access speeds in order to reach those services on the Internet. Increases in adoption will create a revenue cycle that allows the market to expand, fueling demand and further network infrastructure investment, since high-quality streamed services will require even higher bandwidths than today’s DSL access typically affords. Network-derived revenues from content delivery services will require these services:
· encoding;
· digital rights management (DRM);
· Internet CDN and telco IP network services;
· content hosting; and
· performance measurement.
These network services set up the necessary infrastructure to deliver streamed content, thus opening up opportunities for content-derived revenue for:
· Internet CDN and telco IP VOD advertising;
· music on demand;
· Internet radio; and
· Internet CDN and telco IP VOD content services.
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complete Executive Summary.
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Market Segmentation
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Content Derived Revenue
Telco IP VOD Content Services
Internet CDN VOD Content Services
Music on Demand
Telco IP VOD Advertising
Network Derived Revenue
Encoding
DRM
Telco IP Network Services
Internet CDN Network Services
Content Hosting
Performance Measurement
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Table of Contents
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Chapter I
EXECUTIVE SUMMARY
1.1 Streaming Media Market Analysis
1.2 Streaming Media Market Inhibitors
1.3 Streaming Media Forecast Summary
Chapter II
MARKET BACKGROUND
2.1 Streaming Media Defined
2.2 Infrastructure Requirements for Streaming Media
2.2.1 Streaming Media over IP
2.2.2 Digital Media Format and Player Interoperability
2.2.3 Content Delivery Networks
2.2.4 Muscular Broadband and the Last Mile
2.2.4.1 Wireless
2.2.4.2 WiFi
2.2.4.3 DSL
2.2.4.4 Cable
2.2.4.5 Fiber/Private Line
2.2.4.6 Satellite
2.3 Streaming in the Current Environment
2.3.1 The Economic Environment
2.3.2 Current Broadband Access Market Size
2.3.2.1 Worldwide
2.3.2.2 North America
2.3.3 Barriers
2.3.3.1 Cost of Streaming and Need for Standardization
2.3.3.2 Right-Licensing Issues
2.3.3.3 Royalties
2.3.3.4 Competition and Regulation
2.4 Market Drivers
2.4.1 Consumer Demand for Streaming Media
2.4.2 Enterprise Demand for Streaming Media
Chapter III
APPLICATIONS
3.1 Mass Markets
3.1.1 Entertainment: Internet Radio, Video on Demand, and Interactive Broadcasting
3.1.2 Drivers of Direct Distribution of Video Services, Pay-Per-View, and Pay-Per-Download
3.1.3 Emerging Streaming Services and Revenue Models
3.1.4 Audio/Video Subscription Services and Live Content
3.1.5 News, Sporting Events, and Concerts: Live and Condensed
3.2 Streamed Advertising
3.2.1 Targeted Advertising
3.2.2 Integrated Marketing
3.3 Communications and e-Learning
3.3.1 Communication
3.3.2 Training
3.3.3 Government
3.3.4 Financial Services
3.3.5 Education
3.3.6 IP Video Surveillance
Chapter IV
SEGMENTATION AND TECHNOLOGY
4.1 Streaming Technology
4.2 Encoding
4.2.1 MPEG Technology
4.3 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 Content Peering
4.5.6 P2P CDN
4.6 Performance Management
Chapter V
MAJOR VENDORS
5.1 Introduction to Streaming Services
5.2 Encoding Service Providers
5.2.1 Apple Computer, Inc.
5.2.2 Microsoft Corporation
5.2.3 RealNetworks
5.3 DRM Service Providers
5.4 Content Hosting and Network Service Providers
5.4.1 Emerging Players
5.4.1.1 SyncCast/WareNet
5.4.1.2 Akamai
5.4.1.3 Speedera
5.4.1.4 Cable & Wireless
5.4.1.5 Mirror Image Internet
5.4.1.6 VitalStream, Inc.
5.4.1.7 CenterSpan Communications Corp.
5.4.1.8 Jibe, Inc.
5.4.2 Carriers, RBOCs, International Players, and Others
5.4.2.1 Electronic Data Systems
5.4.2.2 International Business Machines
5.4.2.3 AT&T
5.4.2.4 Qwest Communications
5.4.2.5 Sprint
5.4.2.6 Verizon Communications
5.4.2.7 MCI
5.4.2.8 Southwestern Bell Corporation
5.4.2.9 WilTel Communications
5.4.3 CDN Equipment Vendors
5.4.3.1 Cisco Systems
5.3.3.2 Nortel Networks
5.4.3.3 Novell, Inc.
5.4.3.4 Inktomi Corp., F5
5.4.3.5 Network Appliance, Inc.
5.4.3.6 Digital Fountain
5.4.3.7 Blue Coat Systems, Inc.
5.5 Performance Management Services
5.5.1 Streamcheck
5.5.2 Keynote Systems
Chapter VI
MARKET FORECASTS
6.1 Definitions
6.2 Methodology
6.3 Market Drivers Summary
6.4 Network-Derived Revenue Forecast
6.4.1 US Streaming Encoding Forecast
6.4.2 US Streaming DRM Forecast
6.4.3 US Internet CDN Network Services Forecast
6.4.4 US Telco IP Network Services Forecast
6.4.5 US Streaming Content Hosting Forecast
6.4.6 US Streaming Performance Measurement Forecast
6.4.7 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 Music-on-Demand Forecast
6.5.4 US Streaming Internet Radio Forecast
6.5.5 US Internet CDN VOD Advertisement Forecast
6.5.6 US Telco IP VOD Advertising Forecast
6.5.7 Total US Streaming Content-Derived Revenue Forecast
6.6 Total US Streaming Media Revenue Forecast
Appendix
GLOSSARY
Table of Figures
I-1 Streaming Service Taxonomy
I-2 US Total Streaming Media Revenue, 2003 and 2008 ($Millions)
II-1 Buffering
II-2 Example of Media Format and Interoperability Demands Facing Content Providers
III-1 Wisconsin State Assembly Streaming Example
IV-1 Streaming Service Taxonomy
IV-2 Constant Quality Bit-Rate Evolution for Various Codecs, 1990-2005
IV-3 Role of Encoding in Content Creation, Distribution, and Playback
IV-4 Classification of the MPEG-4 Image, Video Coding Algorithms, and Tools
IV-5 Live Video Delivery Process
IV-6 Unicast Network Infrastructure
IV-7 CDM Network Architecture
IV-8 CDN Peer-To-Peer Network Example
V-1 Simple Streaming Services Taxonomy
V-2 Content Delivery Network Service Provider Payment Model
V-3 Centralized vs. Distributed Systems for Streaming Media
VI-1 US Encoding Services Revenue, 2003-2008 ($Millions)
VI-2 US DRM Services Revenue, 2003-2008 ($Millions)
VI-3 US Internet CDN Network Services Revenue, 2003-2008 ($Millions)
VI-4 US Telco IP Network Services Revenue, 2003-2008 ($Millions)
VI-5 US Streaming Content Hosting Revenue, 2003-2008 ($Millions)
VI-6 US Performance Measurement Revenue, 2003-2008 ($Millions)
VI-7 US Network-Derived Revenue Comparison, 2003 and 2008 ($Millions)
VI-8 US Internet CDN VOD Content Services Revenue, 2003-2008 ($Millions)
VI-9 US Telco IP VOD Content Services Revenue, 2003-2008 ($Millions)
VI-10 US Music on Demand Content-Derived Revenue, 2003-2008 ($Millions)
VI-11 US Internet CDN VOD Advertising Revenue, 2003-2008 ($Millions)
VI-12 US Telco IP VOD Advertising Revenue, 2003-2008 ($Millions)
VI-13 US VOD Content Services Revenue by Network Type, 2003-2008 ($Millions)
VI-14 US VOD Advertising Revenue by Network Type, 2003-2008 ($Millions)
VI-15 US Total Streaming Media Market, 2003-2008 ($Millions)
Table of Tables
II-1 Typical File Size of Various Content
II-2 Streaming Video by Transfer Rate
II-3 Downstream DSL Bit-rates vs. Reach
II-4 Worldwide Broadband Connections by Service Type, 2001-2007 (Thousands)
II-5 NA Residential Broadband Connections by Service Type, 2001-2007 (Thousands)
II-6 NA SME Broadband Connections by Service Type, 2001-2007 (Thousands)
II-7 Internet Use: Broadband vs. Dial-up
III-1 US Video on Demand Growth (Users Millions)
III-2 Internet Streaming and Digital Media vs. Interactive TV Opportunity
III-3 Typical Internal Communications Applications
IV-1 Functions of a CDM
V-1 Speedera’s Services
V-2 Mirror Image’s Services
V-3 Streamcheck Service Qualitative Metrics
VI-1 US Encoding Services Revenue, 2003-2008 ($Millions)
VI-2 US DRM Services Revenue, 2003-2008 ($Millions)
VI-3 US Internet CDN Network Services Revenue, 2003-2008 ($Millions)
VI-4 US Telco IP Network Services Revenue, 2003-2008 ($Millions)
VI-5 US Streaming Content Hosting Revenue, 2003-2008 ($Millions)
VI-6 US Performance Measurement Revenue, 2003-2008 ($Millions)
VI-7 US Total Streaming Network-Derived Revenue, 2003-2008 ($Millions)
VI-8 US Internet CDN VOD Content Services Revenue, 2003-2008 ($Millions)
VI-9 US Telco IP VOD Content Services Revenue, 2003-2008 ($Millions)
VI-10 US Music on Demand Content-Derived Revenue, 2003-2008 ($Millions)
VI-11 US Internet CDN VOD Advertising Revenue, 2003-2008 ($Millions)
VI-12 US Telco IP VOD Advertising Revenue, 2003-2008 ($Millions)
VI-13 US Total Streaming Content-Derived Revenue, 2003-2008 ($Millions)
VI-14 US Total Streaming Media Market, 2003-2008 ($Millions)
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