未来的电视市场

对广播的未来的未确定要素，在本质上正在发生变化。线性电视频道不会很快消失，但其消费量将继续下降并被OTT取代，让这种转变成为基本趋势。作为一种商业模式，SVOD将继续成长，但预计近几年步伐将放缓。

本报告提供未来的电视市场展望调查，从技术，经济，策略，利用等层面，电视及影音市场的趋势和现在起的变化等彙整资料。

目录

第1章 摘要整理

第2章 电视及影音市场趋势

• 由于一连串的危机，电视市场下降倾向增强了
• 电视用户数全球地停顿
• 变化的广告市场
• 联网电视的復活
• 欧洲的OTT服务动态
• 主要OTT影音服务的经济困难
• 技术巨头扮演的角色
• 有关视觉与听觉内容的不确实的领域

第3章 目前变化

• 线性TV观众的紧张和线上消费增加
• OTT影音的用途的变化
• 资料管理的贡献
• AI的整合的发展
• 沉浸式和XR (延展实境) 的开发
• 未知的元宇宙
• "创作者经济" 的崛起
• 媒体及数位娱乐相关欧洲的法规
• 对环境影响的关怀

第4章 电视及影音市场预测

• 变化的要素的分析
• 电视情境

Summary

The uncertainties about the future of broadcasting are changing in nature. It is now a given that linear television channels will not disappear tomorrow, but that their consumption will continue to decline in favour of OTT. This transition is a fundamental trend.

In terms of business models, SVOD will continue to grow but at a slower pace than in recent years. Targeted advertising, including on TV, will continue to grow. Both will contribute significantly to the sector's revenues.

Unknowns remain on the place that technology (AI, data, immersivity…) will take in the industry, on the major regulatory choices, on the profitability of the new services or on the possible future industrial configurations and the place of viral video platforms.

This IDATE study covers the latest technical, economic, strategic and usage trends that will impact the future of the sector.

It takes stock of the current situation in the audiovisual landscape and examines the drivers of change that make it possible to draw possible futures for the audiovisual market.

Four breakthrough scenarios are defined: FAST TV, Oligopoly, Uberisation, Specialisation.

Table of Contents

1. Executive summary

2. Trends in the TV & video market

• 2.1. The series of crises has reinforced the downward trend in the TV market
• 2.2. The number of TV subscribers stagnates worldwide
• 2.3. A changing advertising market
• 2.4. The connected TV revival
• 2.5. Dynamics of OTT services in Europe
• 2.6. The economic difficulties of leading OTT video services
• 2.7. The role of Big tech
• 2.8. Areas of uncertainty around audiovisual content

3. The changes at work

• 3.1. Tensions in the linear TV audience, growth in online consumption
• 3.2. A shift in OTT video usages
• 3.3. The contribution of data management
• 3.4. The growing integration of Artificial Intelligence
• 3.5. The development of immersivity and extended reality
• 3.6. The unknown of the Metaverse
• 3.7. The rise of the "creator economy"
• 3.8. European regulation of media and digital entertainment
• 3.5. Consideration of environmental impact

4. TV & video market outlook

• 4.1. Analysis of drivers of change
• 4.2. TV scenarios 2030