Online and Downloadable Video - US: Industry Report

Online and Downloadable Video - US

Product Type: Market Research Report
Published by: Mintel International Group Ltd.
Published: October 2007
Product Code: R560-2973

Description

The rise of the Internet has created dramatic changes in how consumers find, receive, enjoy and create media content. The ability to easily upload, store and share content has already transformed the music industry, and the rise of broadband connections is beginning to transform video as well.

In this report, Mintel examines industry players; key market drivers and trends; and consumer behavior and attitudes in order to provide conclusions on the current direction of the industry. Mintel also makes recommendations for successful future business strategies.

Specifically, this report discusses:

User needs and profiles. Internet and portable video usage patterns, consumer attitudes, and spending patterns are reviewed, based on exclusive consumer research conducted by Mintel.
Industry players and business models. Key players and emerging business models are discussed, including free content, ad-supported models, paid downloads, streams and subscriptions. Advertising and promotional strategies are also reviewed.
Content issues, including quality, availability and access. Broadband access is an important factor for long-form content such as TV episodes. Image quality and the availability of different types of content are other important drivers. Types of online and downloadable video of interest to users are discussed.
Consumer behavior models. Whether online and downloadable video will be primarily viewed on PCs or televisions is one topic of active debate in the industry. Drawing on its exclusive consumer surveys, Mintel provides conclusions about what models will be most popular.
Future business models. Mintel predicts which business models are most likely to succeed. Also discussed are recommendations for staying ahead of the curve and meeting consumer needs.

For the purposes of this report, online and downloadable video refers to video content that is either downloaded or played from a remote source (streamed) via the Internet or wireless networks. Not included is content transmitted by cable companies or other providers through non-Internet networks such as “on demand” or pay-per-view programming. However, this content is discussed when relevant to Internet and cellular delivery of content.

Table of Contents

Scope and Themes: What you need to know; Definition; Abbreviations and terms; Terms; Target audience segmentation
Executive Summary: Young industry already competing with traditional media; The living room is still favored for long-form content; For-pay and portable video lag behind free content online; Future income models to follow traditional media conventions; Where you want it, when you want it drives the market; Crowded arena is expected to thin out; Quality issues suggest continued competition from cable boxes; Viral marketing king for now; promotions to become more relevant; Providing an alternative to piracy; A brief overview of the near-term future
Market Drivers: Competition for disposable time; Where you want it, when you want it; The world’s greatest video library; Interest in short content; Free content
Current Usage: Free online content; Time spent watching free streaming video; Number of free videos downloaded; Fee-based online content; Paid video usage on portable platforms; Pricing parameters and spending behavior; Spend on online video; Attitudes toward ownership; Conclusions
Industry Overview: Introduction; Peer-to-peer (P2P); Traditional content; Online specialists; Wireless; Hardware companies; Pure-play online video rental/download sites; Popularity of individual vendors; Conclusions
Content Quality, Access and Preferences: Issues regarding content quality; User attitudes; Impact of HD adoption; Content access; Wireless access
Content Preferences when Viewing Video on PCs: Entertainment content; News and non-fiction content; Music videos, amateur videos, ads, adult content, and more; Strong audiences for free, current, branded video
Advertising and Promotion: Introduction; Television advertising; Websites; Promotions; Viral marketing and passthrough
Piracy and DRM: Introduction; Lessons learned from the music industry; Enforcement efforts have an impact; Providing a legal alternative prevents piracy; Lasting change to industry revenue models; Consumer attitudes on P2P video downloads; Strategies for online and downloadable video; Increase fear of piracy; Creating the right value proposition; Create the right DRM system
Devices and Viewing Behavior: Interest in PC vs. TV viewing; Access to versatile viewing equipment; Attitudes toward portable screen viewing; Connecting the last 12-feet remains a challenge
The Future: Traditional providers retain an advantage; No room in the middle; The importance of exclusivity; More lunges at the living room screen necessary; Video to go offers more near-term promise; The need for standards; Different models for different content; Rent vs. own vs. subscribe; Subscriptions and product placement in mobile platforms; The next iTunes
Appendix: Trade Associations

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