Cable VOD Service: Not a Killer App, But Still A Useful Tool

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Report Abstract, Table of Contents, List of Tables, List of Figures

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Cable VOD Service: Not a Killer App, But Still A Useful Tool

Service: Multimedia Broadband Services & Infrastructure
Report Number: IN0401242MB
Publication Date: June 2004
Number of Pages: 35
Report Price: $2,995 U.S. Dollars
Analyst: Michael Paxton

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Abstract
Cable TV operators continue to increase the availability of Video-on-Demand (VOD) services: as of mid-2004, approximately 50% of all US cable TV systems were offering VOD, and over 5 million cable TV households were regularly using the service to watch movies, view packaged premium programming, and even check out “free” shows and events. However, there are still questions about the best way to position the service, particulary in light of cable subscriber concerns about the scarcity of compelling content.

This market research report covers VOD services provided by cable TV operators. It describes the relationship between interactive TV services and VOD, and discusses the different types of VOD services that are available. The report specifically examines the packaging and economics of VOD services, looks at the business model challenges facing VOD, and provides a comprehensive look at current cable-based VOD deployments.

This Video-on-Demand (VOD) market research report also provides the results of two surveys. The first survey polled US cable TV systems operators about the current and future availability of VOD services. The second survey asked over one thousand US households about their awareness, and their use, of cable-based VOD services.

In addition, the report provides North American and worldwide forecasts for VOD subscribers and service revenues through the year 2008.

Table of Contents

Executive Summary
Methodology
Video-on-Demand
A Quick Look at Interactive TV Applications
- On-Demand Interactive TV Applications
- The Concept of Video-on-Demand
  - VOD Delivery
The Business Model: The Economics of Cable VOD
- Service Costs and Customer Usage of VOD Services
- Additional Usage Metrics
- Today's VOD Services: Challenges & Opportunities
US Consumer Survey: To VOD, or Not To VOD?
- Key Findings
  - Do You Currently Subscribe to Cable TV Service?
  - Have You Heard of a Cable TV Service called Video-on-Demand?
  - Does Your Cable TV Operator Offer VOD Services To Your Home?
  - Have You Ever Used Cable TV's VOD Service?
  - What Is The Primary Reason You Haven't Used VOD?
  - How Often Do You Use VOD Services?
  - Which Kinds Of VOD Programs Do You Watch?
  - How Much Do You Spend Each Month on VOD Programming?
  - Do You Subscribe To An SVOD Service?
VOD Availability: Differences Abound Between Cable TV Operators
- Cable Operator Survey
  - Availability of VOD Services
  - Penetration Of VOD Services
  - Does Your System Plan To Offer VOD Within 12 Months?
- North American VOD Deployments
- Cable VOD Outside of North America
VOD Service and Revenue Forecasts
- VOD Forecast Assumptions
  North American Cable VOD Services Forecast
- Worldwide Cable VOD Services Forecast

List of Tables

Table 1. Common Interactive TV Applications
Table 2. VOD Service Costs & Customer Usage Metrics
Table 3. Consumer Survey: Do You Currently Subscribe to Cable TV Service?
Table 4. Have You Heard of a Cable TV Service Called Video-on-Demand?
Table 5. Does Your Cable TV Operator Offer VOD Services?
Table 6. Have You Ever Used Cable TV's VOD Service?
Table 7. What Is The Primary Reason You Haven't Used VOD?
Table 8. How Often Do You Use VOD Services?
Table 9. Which Kinds Of VOD Programs Do You Watch?
Table 10. How Much Do You Spend Each Month on VOD Programming?
Table 11. Do You Subscribe To An SVOD Service?
Table 12. Does Your System Currently Offer VOD Services?
Table 13. Percent Of Subscribers Currently Using VOD Services
Table 14. Does Your System Plan To Offer VOD Within 12 Months?
Table 15. North American VOD Deployments by Cable Operator
Table 16. North American Cable VOD Subscriber Forecast (subscribers in millions)
Table 17. North American Cable VOD Service Revenue Forecast (US$ in millions)
Table 18. Worldwide Cable VOD Subscriber Forecast (subscribers in millions)
Table 19. Worldwide Cable VOD Subscribers: Percentage of Subscribers by Geographic Region
Table 20. Worldwide Cable VOD Service Revenue Forecast (US$ in millions)

List of Figures

Figure 1. The Basic VOD Architecture
Figure 2. Does Your Cable TV Operator Offer VOD Services?
Figure 3. Have You Ever Used Cable TV's VOD Service?
Figure 4. Do You Subscribe To An SVOD Service?
Figure 5. Worldwide Cable VOD Subscriber Forecast (subscribers in millions)
Figure 6. Worldwide Cable VOD Service Revenue Forecast (US$ in millions)

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