Impact Analysis of Covid-19

The complete version of the Report will include the impact of the COVID-19, and anticipated change on the future outlook of the industry, by taking into the account the political, economic, social, and technological parameters.

Market Overview

Internet protocol television (IPTV) is the delivery of television content over internet protocol networks. This is different from conventional terrestrial, cable, and satellite television formats. IPTV offers the ability to stream the source media constantly. It delivers either stored video or live TV and is offered by the service providers. As IPTV delivers a video stream encoded as a series of IP packets, it enables the integration of PC, TV, home phone and wireless devices in order to offer these services anywhere and anytime. It can also be bundled with other IP services such as VoIP and high-speed Internet access.

The global IPTV market is estimated to account for US$ 269.9 Bn in terms of value by the end of 2027.

Market Dynamics- Drivers

  1. Growing demand for high-definition channels and video on demand is expected to drive growth of the global IPTV market during the forecast period

The demand for value-added services such as high-definition (HD) and video-on-demand (VOD) is driving growth of the market. The pay-TV market including D2H service providers, cable service providers, and IPTV network service providers has witnessed a decrease in the average revenue per user (ARPU) as a result of providing standard definition services. As a result of this, key broadcasters have already shifted to HD channels and the trend is expected to continue in the near future. Since there is an increased demand for HD content globally, IPTV providers are enhancing their HD offerings, in order to increase their market presence. For instance, IPTV service providers such as AT&T, Verizon, and SureWest, along with the cable video service providers such as Comcast, Time Warner, and Cablevision in the U.S. are in a fierce race to increase their customer base. Hence, these factors are expected to drive growth of the global IPTV market during the forecast period.

  1. Increase in internet video advertising is expected to propel the global ITPV market growth over the forecast

Internet video advertising has gained significant traction in the market. It offers a broader and more expansive platform for business owners to market their products and services. Besides, it is more sophisticated and cost-efficient than conventional modes of advertising and marketing. Numerous brands in the market are opting for internet video advertising, in order to promote their products. Therefore, these factors are expected to propel the global IPTV market growth over the forecast period.

Statistics:

Europe held dominant position in the global IPTV market in 2019, accounting for 39.2% share in terms of value, followed by APAC, North America and RoW respectively.

Figure 1: Global IPTV Market Share (%), in terms of Value, By Region, 2019

IPTV  | Coherent Market Insights

Market Dynamics- Restraint

  1. Strong competition from cable TV and satellite TV operators is expected to restrain growth of the global IPTV market during the forecast period

There is a strong competition offered by cable TV and satellite TV operators in emerging economies. Growth of IPTV is typically dependent upon broadband subscriptions. Although IPTV offers additional advantages such as interactive service and superior quality, it can only be deployed in the households that have a provision for a broadband connection. Furthermore, in emerging economies such as India with low internet penetration, the acceptance of IPTV is still at the nascent stage. Lack of awareness regarding the features offered by IPTV such as edutainment and interactivity is the prime reason behind its low popularity in the country.

  1. Major technical challenges related to IPTV are expected to hinder the global IPTV market growth over the forecast period

Many emerging economies are far behind in terms of broadband networks. The challenges faced during the provisioning of IPTV service impact the entire service channel, right from the consumers to service providers. For instance, consumers wishing to switch their TV service from cable to a telco’s bundle of voice, IPTV, and data face multiple challenges such as low bandwidth, or absence of the requisite IP functionality or backplane capacity with the existing infrastructure. Currently, the most critical requirement for IPTV is the availability of requisite infrastructure. IPTV requires high-quality broadband connections which are still not supported in many emerging regions. Thus, these factors are expected to hinder the global IPTV market growth in the near future.

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IPTV Market Report Coverage

Report Coverage Details
Base Year: 2019 Market Size in 2019: US$ 67.0 Bn
Historical Data for: 2016 to 2019 Forecast Period: 2020 to 2027
Forecast Period 2020 to 2027 CAGR: 19.0% 2027 Value Projection: US$ 269.9 Bn
Geographies covered:
  • North America: U.S., Canada
  • Latin America: Brazil, Argentina, Mexico, Rest of Latin America
  • Europe: Germany, U.K., Spain, France, Italy, Russia, Rest of Europe
  • Asia Pacific: China, India, Japan, Australia, South Korea, ASEAN, Rest of Asia Pacific
  • Middle East: GCC Countries, South Africa, Rest of Middle East and Africa
Segments covered:
  • By End-users:
    • Enterprises: Small Enterprise, Medium Enterprises, Large Enterprises.
    • Residential
Companies covered:

AT&T, Inc., ARRIS Group, Inc., Bharti Airtel Limited, MatrixStream Technologies, Inc., CenturyLink, Inc., Amino Technologies plc, Deutsche Telekom AG, Orange SA, Cisco Systems, Inc., and Broadcom Corporation.

Growth Drivers:
  • Growing demand for high-definition channels and video on demand
  • Increase in internet video advertising
Restraints & Challenges:
  • Strong competition from cable TV and satellite TV operators
  • Major technical changes related to IPTV

Market Opportunities

  1. Integration of advanced technologies with IPTV systems can present lucrative growth opportunities in the global IPTV market

Geriatric population, i.e. people aged 55 years and above spend the maximum number of hours watching TV among all age groups globally. According to the Television Bureau of Canada, viewers aged 55 years and above watch more television than any other age group. However, elderly people often face challenges with the new technology and tend to avoid it due to its complexity. Although the integration of social networking sites with IPTV fulfills many leisure-time requirements and expectations, the elderly population finds it challenging to operate or access the same. Acknowledging the existence of this technology gap between the generations, certain research universities are working on reducing the complexities associated with it in order to help the end-user adapt to new technologies such as IPTV and social networking sites with minimal effort. For instance, the researchers are working on a system to integrate IPTV with social networking websites such as Twitter using a mobile phone.

  1. Complementing IPTV platforms with over-the-top (OTT) content can provide major business opportunities in the global IPTV market

Many telcos consider the increase in demand for OTT as a restraint for growth of the IPTV market with the belief that OTT would change their role in the pay-TV market and hence, cannibalize IPTV revenues. However, the market scenario is changing fast and some operators are already trying to exploit the potential opportunity associated with OTT in order to boost IPTV revenue. OTT is serving as a motivation for the pay-TV market by pushing the telcos to improve their IPTV services with multi-screens. Operators are increasingly entering into non-managed OTT environments alongside their managed IPTV services, and are using the open internet to offer video services to any potential customer within the connectivity perimeter of their broadband network, irrespective of whether they are an existing customer or not.

Figure 2: Global IPTV Market Value (US$ Bn), 2017 - 2027

IPTV  | Coherent Market Insights

The global IPTV market was valued at US$ 67.0 Bn in 2019 and is forecast to reach a value of US$ 269.9 Bn by 2027 at a CAGR of 19.0% between 2020 and 2027.

Market Trends

  1. Additional TV offerings by IPTV providers to pure-play IPTV services

IPTV service providers have started offering additional services to pure-play IPTV services. These services include social networking, multi-screen viewing, and content discovery & recommendation services, in order to expand their revenues. According to Coherent Market Insights’ analysis, 80% of the IPTV providers are expected to offer multi-video services by the end of 2015. IPTV providers are also using middleware solutions as it enables them to reduce their video management and delivery costs while storing more content and feeding additional IP-connected devices at the same time.

  1. Advent of targeted advertising is another major trend

IPTV providers are offering triple-play services, which allow users to experience broadband, telephone, and TV services on a single line. These IPTV providers are also offering mobility to the customers along with triple-play services, in order to increase the market growth of IPTV as against satellite TV and cable TV. This, in turn, allows the customers to utilize IPTV services on a multi-viewing experience. Furthermore, Twitter and Facebook apps read a viewer’s incoming tweets or status updates and present these on the TV screen along with television programming and commercials. Therefore, the advertisers are carefully aiming to exploit these services being offered by the IPTV providers.

The value chain of the IPTV market is initiated by the hardware systems or equipment providers that provide hardware systems or equipment to the telecommunication operators for the purpose of offering IPTV services to the consumers. Hardware equipment for IPTV includes: integrated digital head-end platforms, IP video encoders, streaming and VoD content servers, IPTV middleware/content delivery platforms, and IP set-top boxes. Alcatel-Lucent is one of the leading IPTV equipment providers

Global IPTV Market - Impact of Coronavirus (Covid-19) Pandemic

Due to Covid-19 pandemic, many industries witnessed significant shift in their business. Every country has announced lockdown to contain the spread of coronavirus. As people are staying at home and curious to know more updates on coronavirus has increased the demand for the news channel. For instance, in April 2020, according to Broadcast Audience Research Council (BARC), total TV viewership increased to 21% from 7%, as most of the people watched news channel to get updates of the COVID-19. Streaming services such as Netflix, Amazon Prime Video, and Zee5 are used by people for entertainment which increased the pressure on networks. Due to the rising demand for high network connectivity the demand for global IPTV market increased.

Competitive Section

Major companies operating in the global IPTV market are AT&T, Inc., ARRIS Group, Inc., Bharti Airtel Limited, MatrixStream Technologies, Inc., CenturyLink, Inc., Amino Technologies plc, Deutsche Telekom AG, Orange SA, Cisco Systems, Inc., and Broadcom Corporation.

Key Developments

  1. Key players are focused on deals and contracts, in order to gain a competitive edge in the market. For instance, in March 2018, Deutsche Telekom AG entered into a deal with Microsoft Corporation for Microsoft TV IPTV Edition to deliver IPTV services.
  2. Major market players are involved in product launches, in order to enhance the product portfolio. For instance, in July 2020, Orange Romania, a subsidiary of Orange SA, introduced the TV Go box.

Internet protocol television (IPTV) is the distribution of television content over internet protocol networks. These internet protocol televisions are different from other conventional terrestrial, cable, and satellite television formats. IPTV offers the ability to stream the source media constantly. It delivers either stored video or live TV and is offered by the service providers. As IPTV delivers a video stream encoded as a series of IP packets, it enables the integration of PC, TV, home phone and wireless devices in order to offer these services anywhere and anytime. It can also be bundled with other IP services such as Voice over Internet Protocol (VoIP) and high-speed Internet access. Moreover, adoption of digital television in developing countries are increasing the demand of internet protocol television.

Market Dynamics

An increase in the adoption of 5G technology is expected to drive market growth during the forecast period. These advanced technologies leveraged multiple input and multiple outputs to ensure maximum utilization of network, reduced distortion, and high precision in signal transmission. In addition, heavy traffic from cloud-based libraries can easily be distributed owing to the high bandwidth capability of 5G technology. The demand for Ultra High Definition (UHD) television is increasing due to an increase in the adoption of 5G technology and these technologies are energy efficient and provide high-quality video content. For instance, according to Coherent Market Insight’s analysis, the sales of 4K UHD TV units have reached US$ 107 million in 2019 million from US$ 30 million in 2015. The 5G technology also provides ultra-high definition (UHD) viewing experience to the users, thus, in turn, increases the demand for the global IPTV market.

Increase in internet video advertising is expected to propel the global ITPV market growth over the forecast. Internet video advertising has gained significant traction in the market. It offers a broader and more expansive platform for business owners to market their products and services. Besides, it is more sophisticated and cost-efficient than conventional modes of advertising and marketing. Numerous brands in the market are opting for internet video advertising, in order to promote their products. Therefore, these factors are expected to propel the global IPTV market growth over the forecast period.

Market Taxonomy

This report segments the global IPTV market on the basis of end users and region. On the basis of end users, the global IPTV market is segmented into enterprises (small, medium and large enterprises) and residential. On the basis of region, the global IPTV market is segmented into North America, Europe, Asia Pacific, Latin America, Middle East and Africa.

Key features of the study:

  • This report provides an in-depth analysis of the global IPTV market and provides market size (US$ billion) and compound annual growth rate (CAGR %) for the forecast period (2020-2027), considering 2019 as the base year.
  • It elucidates potential revenue opportunities across different segments and explains attractive investment proposition matrix for this market
  • This study also provides key insights about market drivers, restraints, opportunities, new product launches or approval, regional outlook, and competitive strategy adopted by leading players
  • It profiles leading players in the global IPTV market based on the following parameters – regulatory landscape, company overview, financial performance, product portfolio, geographical presence, distribution strategies, key developments and strategies, and future plans
  • Key companies covered in the global IPTV market are ARRIS Group, Inc., Bharti Airtel Limited, MatrixStream Technologies, Inc., CenturyLink, Inc., Amino Technologies plc, Deutsche Telekom AG, Orange SA, Cisco Systems, Inc., and Broadcom Corporation
  • The market players are focusing on strategic collaborations to innovate and launch new products to meet the increasing needs and requirements of consumers.
  • Insights from this report would allow marketers and management authorities of companies to make informed decision regarding future product launches, technology upgradation, market expansion, and marketing tactics
  • The global IPTV market report caters to various stakeholders in this industry including investors, suppliers, distributors, new entrants, and financial analysts
  • Stakeholders would have ease in decision-making through the various strategy matrices used in analyzing the global IPTV market.

Detailed Segmentation:

  • Global IPTV Market, By End Users:
    • Enterprises
      • Small Enterprise
      • Medium Enterprises
      • Large Enterprises
    • Residential
  • Global IPTV Market, By Region:
    • North America
    • Europe
    • Asia Pacific
    • Latin America
    • Middle East
    • Africa
  • Company Profiles
    • AT&T, Inc.*
      • Company Overview
      • Product Portfolio
      • Financial Performance
      • Key Strategies
      • Recent Developments
      • Future Plans
    • ARRIS Group, Inc.
    • Bharti Airtel Limited
    • MatrixStream Technologies, Inc.
    • CenturyLink, Inc.
    • Amino Technologies plc
    • Deutsche Telekom AG
    • Orange SA
    • Cisco Systems, Inc.
    • Broadcom Corporation

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Table of Contents

  1. Research Objectives and Assumptions
    • Research Objectives
    • Assumptions
    • Abbreviations
  2. Market Purview
    • Report Description
      • Market Definition and Scope
    • Executive Summary
      • Market Snippet, By End Users
      • Market Snippet, By Region
    • Coherent Opportunity Map (COM)
  3. Market Dynamics, Regulations, and Trends Analysis
    • Market Dynamics
      • Drivers
      • Restraints
      • Market Opportunities
    • Regulatory Scenario
    • Industry Trend
    • Merger and Acquisitions
    • New System Launch/Approval
    • IPTV Subscribers (in Million), by Country
    • Leading IPTV Operators, by Country
    • Comparative Analysis of IPTV Packages by Operators across Countries
    • Consumer Behavior Analysis
  4. Impact of COVID-19 Pandemic on IPTV Market
    • Short Term and Long Term Impact, By Region
      • North America
      • Europe
      • Asia Pacific
      • Latin America
      • Middle East and Africa
  5. Global IPTV Market, By End User, 2017-2027 (US$ Billion)
    • Introduction
      • Market Share Analysis, 2019 and 2027 (%)
      • Segment Trends
    • Enterprises
      • Introduction
      • Market Size and Forecast, 2020–2027, (US$ Billion)
        • Small Enterprise
        • Medium Enterprise
        • Large Enterprise
    • Residential
      • Introduction
      • Market Size and Forecast, 2020–2027, (US$ Billion)
  6. Global IPTV Market, By Region, 2017-2027  (US$ Billion)
    • Introduction
      • Market Share Analysis, By Region, 2019 and 2027 (%)
    • North America
      • Regional Trends
      • Market Size and Forecast, By End User, 2020–2027 (US$ Billion)
      • Market Share Analysis, By Country, 2019 and 2027 (%)
        • U.S.
        • Canada
    • Europe
      • Regional Trends
      • Market Size and Forecast, By End User, 2020–2027 (US$ Billion)
      • Market Share Analysis, By Country, 2019 and 2027 (%)
        • U.K.
        • Germany
        • Italy
        • France
        • Russia
        • Rest of Europe
    • Asia Pacific
      • Regional Trends
      • Regional Trends
      • Market Size and Forecast, By End User, 2020–2027 (US$ Billion)
      • Market Share Analysis, By Country, 2019 and 2027 (%)
        • India
        • Japan
        • ASEAN
        • Australia
        • South Korea
        • Rest of Asia Pacific
    • Latin America
      • Regional Trends
      • Market Size and Forecast, By End User, 2020–2027 (US$ Billion)
      • Market Share Analysis, By Country, 2019 and 2027 (%)
        • Brazil
        • Argentina
        • Mexico
        • Rest of Latin America
    • Middle East and Africa
      • Regional Trends
      • Market Size and Forecast, By End User, 2020–2027 (US$ Billion)
      • Market Share Analysis, By Country, 2019 and 2027 (%)
        • GCC Countries
        • South Africa
        • Rest of the Middle East and Africa
  7. Competitive Landscape
    • Company Profiles
      • AT&T, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • ARRIS Group, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Bharti Airtel Limited
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • MatrixStream Technologies, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • CenturyLink, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Amino Technologies plc
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Deutsche Telekom AG
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Orange SA
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Cisco Systems, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Broadcom Corporation
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
  8. Section
    • References
    • Research Methodology
    • About Us and Sales Contact

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Frequently Asked Questions

The global IPTV market size was valued at US$ 67.0 million in 2019 and is estimated to exhibit a CAGR of 19.0 % between 2020 and 2027.
Infotainment and Navigation segment held the major market share in 2019 owing to increasing vehicle ownership.
Major factor driving the growth of global IPTV market during the forecast period is increase in internet video advertising.
Major factors hampering the growth of the IPTV market during the forecast period constitutes of strong competition from cable TV and satellite TV operators.
Europe IPTV market is expected to generate the highest revenue during the forecast period.
Some of the key players operating in the market are AT&T, Inc., ARRIS Group, Inc., Bharti Airtel Limited, MatrixStream Technologies, Inc., CenturyLink, Inc., Amino Technologies plc, Deutsche Telekom AG, Orange SA, Cisco Systems, Inc., and Broadcom Corporation
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