TV Services: The Fight for Premium Revenues

Increasing uptake of high-margin premium video services is a key element for operators to grow revenues and profitability. From premium channels to transactional on-demand viewing, pay-TV providers use a variety of programs and incentives to encourage consumers to adopt premium services. Yet, new entrants into the entertainment services world now compete for those same revenues. This report examines trends and competition in premium services, the prevalence of cord-cutting and cord-shaving among consumers, and the strategies and tactics service providers use to attract subscribers to these services.

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1.0            Report Summary

1.1            Purpose of Report

1.2            Scope of Report

1.3            Research Approach/Sources

2.0            Global Pay TV and Premium Services

2.1            The State of Global Pay TV

2.2            Uptake of Premium Video Services

2.2.1        Pay-per-view (PPV)

2.2.2        Video on-demand (VOD)

2.2.3        High Definition (HD)

2.2.4        DVR / PVR

2.2.5        Premium channels

2.2.6        Language-specific channels / packages

2.2.7        3D channels

2.2.8        4K/Ultra HD channels

2.3            Trends Impacting Premium Pay-TV Services

2.3.1        A shift to on-demand consumption

2.3.2        An Increase in OTT video service options

2.3.3        A La Carte and Greater Consumer Choice

2.3.4        Virtualization of Service Features

2.3.5        Experimentation with Business Models

3.0            Upgrades, Downgrades and Cord Shaving

4.0            Forecast

4.1            Global Pay TV Services

4.1.1        Methodology and Assumptions

4.1.2        Pay-TV Subscriber Growth

5.0            Implications and Recommendations

6.0            Appendix

6.1            Glossary

6.2            Index

6.3            Image Sources

Worldwide Pay-TV Subscriptions by Region (2012-2015)
Worldwide Pay-TV Penetration by Region (2015)
Adoption of Premium Subscription Services by Country
Adoption of Pay-per-View Services by Operator Type
Premium Services Case Study: Mayweather-Pacquiao PPV Event
Premium Services Case Study: WWE Network
Availability of Video on-Demand Services
Weekly Consumption of Operator VOD and PPV (2012-2015)
Estimated Household Penetration of HD Televisions (2012 – 2015)
Availability of Operator-provided DVR/PVR
Appeal of Cloud DVR Features (2014-2015)
Adoption of Premium Movie/Entertainment Channels
U.S. Adoption of Premium Movie/Entertainment Channels by Brand
Premium Services Case Study: HBO Nordic and HBO Now
Adoption of Premium Sports Channels
Adoption of Premium Language-Specific Channels
Estimated Number of 4K TV Households by Region (2013 – 2015)
Impact of Premium Pay TV Service Trends
Video Consumption on TV Sets by Source (2010 – 2015)
OTT Video Service Growth in the U.S.
Pay-TV Service Changes by OTT Service Subscription
Penetration of Cord Cutters, Cord Shavers, and Cord Nevers
Impact of Online Video on Decision to Downgrade Pay TV
Pay-TV Services Forecast Methodology
Forecast of Pay-TV Subscriptions by Region (2014-2020)
Forecast of Pay-TV Subscriptions in Asia/Pacific Region (2014-2020)

Publish Date: 4Q 2015

Pages: 55

Authored By:
Brett Sappington - Senior Research Director and Principal Analyst

© October 2015 Parks Associates
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