On the Viability of an iTunes Movie Download Service

On the Viability of an iTunes Movie Download Service - Part II (iTunes to the TV)

Published Date: August 2006

Published By: The Diffusion Group (TDG Research)

Page Count: 79

Order Code: R662-44

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1.0 Introduction - Will iTunes Introduce a Movie Download Service?
2.0 Understanding the Landscape: 2.1 The Alternative On-Demand Video Universe; 2.2 Viewing Movies on the PC - Give Me a Break!; 2.3 To STB or Not to STB - That is the Question
3.0 Shifting Online Movie Distribution to the Living Room: 3.1 Movielink; 3.2 CinemaNow; 3.3 MovieBeam
4.0 Apple’s Entry into Movies-on-Demand: 4.1 Rationale for Market Entry; 4.2 The Living Room Takes Center Stage; 4.3 The Evolution of iLife
5.0 Consumer Receptivity to a Set-Top-Based iTune’s Movie Service: 5.1 Background & Methodology of June 2006 Consumer Study; 5.2 Interest in iTunes Movie Service with an Apple-Branded Set-Top Box/Movie Player; 5.3 Profiling iTunes-to-TV Movie Service Intenders
6.0 Demographics of iTunes-to-the-TV Intenders: 6.1 Age; 6.2 Annual Household Income; 6.3 Marital Status; 6.4 Education; 6.5 Home Ownership Status by Intender Segment; 6.6 Number of Children; 6.7 Hobbies
7.0 Reflections and Recommendations
Appendix A: 'Apple Profile' of Survey Sample
List of Figures: Figure 1 The Alternative Universe of On-Demand Video; Figure 2 Proclivity to Purchase an Apple Movie Player at Less than $200; Figure 3 Proclivity to Purchase an Apple Movie Player at $200 to $300; Figure 4 Proclivity to Purchase an Apple Movie Player at $300 to $400; Figure 5 Proclivity to Purchase an Apple Movie Player at More than $400; Figure 6 Comparison of Purchase Proclivities of Apple Movie Player Across Price Points; Figure 7 iPod Ownership by Intender Segment; Figure 8 Number of Televisions in the Household by Intender Segment; Figure 9 Number of SD Digital TVs in the Household by Intender Segment; Figure10 Number of HDTVs per Household by Intender Segment; Figure11 Number of Analog TVs in the Household by Intender Segment; Figure12 Date of Most Recent TV Purchase; Figure13 Intended Date of Next TV Purchase; Figure14 Intention to Purchase HDTV in the Next Six Months; Figure15 Number of Stand-Alone DVD Players in the Household by Intender Segment Figure16 Number of Game Consoles in the Household by Intender Segment; Figure17 Number of DVRs in the Household by Intender Segment; Figure 18 Home Theater Ownership by Intender Segment; Figure 19 Number of Desktop PCs in the Household by Intender Segment; Figure 20 Number of Laptop PCs by Intender Segment; Figure 21 Use of PayTV Services; Figure 22 Use of Digital Cable TV Services; Figure 23 Advanced Features/Services Used by Intender Segment; Figure 24 Number of DVDs in the Household by Intender Segment; Figure 25 Number of DVDs Purchased in Last Six Months by Intender Segment; Figure 26 Primary Reason for Purchasing Movies by Intender Segment; Figure 27 Number of Movies Rented Per Month by Intender Segment; Figure 28 Type(s) of Rental Services Used by Intender Segment; Figure 29 Technology Adopter Status by Intender Segment; Figure 30 Age of Respondent by Intender Segment; Figure 31 Annual Household Income by Intender Segment; Figure 32 Marital Status by Intender Segment; Figure 33 Educational Status by Intender Segment; Figure 34 Number of Children Living in the Home by Intender Segment; Figure 35 Hobbies of Respondent by Intender Segment (1); Figure 36 Hobbies of Respondent by Intender Segment (2); Figure 37 Evaluating TAM vs. Take-Rate for iTunes-to-TV Movie Download Service; Figure 38 Ownership of iPods Among Broadband Households; Figure 39 Personal Usage of iPods Among Broadband Heads-of-Household (HoH); Figure 40 Type of iPod Used Among Broadband HoH; Figure 41 Number of People in Broadband Households that Use iTunes; Figure 42 Experience with Downloading Video from iTunes
List of Tables: Table 1 Average Number of Televisions by Intender Segment; Table 2 Average Number of of SD Digital TVs by Intender Segment; Table 3 Average Number of HDTVs by Intender Segment; Table 4 Average Number of Analog TVs by Intender Segment; Table 5 Average Number of DVD Players by Intender Segment; Table 6 Average Number of Game Consoles by Intender Segment; Table 7 Average Number of DVRs by Intender Segment; Table 8 Average Number of Desktop PCs by Intender Segment; Table 9 Average Number of Laptop PCs by Intender Segment; Table 10 Average Number of DVDs Purchased in Last Six Months by Intender Segment; Table 11 Average Number of Movies Rented Per Month by Intender Segment; Table 12 Average Age of Respondent by Intender Segment; Table 13 iPod Ownership and Interest in iTunes-to-TV Movie Service; Table 14 iTunes Video Usage and Interest in iTunes-to-TV Movie Service; Table 15 Number of iTunes Video Users by Household and Interest in iTunes-to-TV Movie Service

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