Video-on-Demand, Video Server, Ad Server, Ad Splicer Market Analysis

Opportunities in Cable, Telco, Broadcast

Television viewing is no longer limited to content received over the air, but over time new delivery mechanisms such as cable, telco and now the Internet have emerged. The "killer application" driving demand for video services has been video-on-demand (VOD). However that is beginning to change. Not only are the pay TV operators facing stiff competition for eyeballs from broadband video, but consumers are also demanding real-time services that go beyond VOD, such as "start over" and "catch up." Further, advertisers are examining new ways of reaching their target audiences. The current ad delivery mechanism is linear but this will soon begin to change as operators and advertisers deliver relevant and interactive ads to their subscribers. Such targeted advertising can be enabled by VOD. Hence as demand for VOD and enhanced TV services grows, it will also drive the demand for video servers and advertising equipment such as ad servers and ad splicers.

This study examines the current trends in the video server and ad insertion markets. It discusses factors driving and restraining the growth of the market. The study also includes information about key players and their product offerings in cable, telco and broadcast segments. Company profiles, market shares, and pricing trends, in addition to segment-based and regional market forecasts are also included.

What Questions Does This Report Answer?

  • What are the current trends in the market?
  • What is driving the growth of the market?
  • What are the challenges faced by vendors?
  • Who are the key players in the market?
  • How are the market for cable, telco and broadcast platforms expected to grow?
  • What are the different products offered by players in the market?
  • Where is the demand coming from?
  • What are the existing pricing models and trends?

Who Needs This Report?

  • Service providers and operators
  • Conditional Access vendors
  • Content owners and distributors
  • Set top box vendors
  • Video server vendors
  • Ad server vendors
  • Ad splicer vendors
  • Storage vendors

Table of Contents

Executive Summary: Top-Line Forecast
Executive Summary: Drivers
Executive Summary: Inhibitors
Executive Summary: Market Share
Executive Summary: Summary and Strategic Recommendations

Section 1.
Executive Summary
1.1. Market Overview
1.2. Market Segmentation
1.2.1. Video Servers
1.2.2. Ad Servers and Splicers
1.3. Competitive Landscape
1.4. Opportunities
1.5. Conclusion

Section 2.
Market Issues
2.1. Video Server
2.1.1. Customer Requirements
2.1.2. How Does VOD Work?
2.2. Ad Infrastructure
2.2.1. Customer Requirements
2.3. Market Drivers
2.3.1. Real-Time Services Such as Start Over and Catch-Up Will Drive Growth of the Market
2.3.2. Change in Consumers' Viewing Patterns Will Have a Positive Impact on the Market
2.3.3. Growth in Content Library Will Also Boost the Demand for Video Servers
2.3.4. High Definition Content Will Spur the Demand for Video Servers:
2.3.5. Better User Experience Will Increase Demand for VOD Service
2.3.6. Advertising Coupled with Video on Demand Creates New Revenue Opportunities
2.3.7. Satellite Operators Use Hybrid Solutions to Offer VOD
2.3.8. Live Events, News, Sports Will Drive Demand for Video Servers
2.3.9. Evolution in Technology Will Bolster the Demand for Video Servers
2.3.10. Adoption of Digital Technology Will Drive Demand
2.3.11. Growth Potential of Vendors in VOD and Advertising Space
2.3.12. Making VOD a Viable Business
2.3.13. Entry of New Players in the Market Validates the Growth Potential of this Segment
2.4. Market Restraints
2.4.1. Investment in Real-Time TV Services Is Higher than Providing VOD
2.4.2. Rolling out New Services such as Tru2way Has Been Slow
2.4.3. IPTV Off to a Slow Start in Latin America
2.4.4. Content Rights and Restriction Impede the Growth of Video on Demand Services
2.4.5. Lack of Complete Shift to File-Based Workflows
2.4.6. High Definition Requires Expansion of Network Capacity
2.4.7. VOD Viewing Faces Competition from Other Sources of Entertainment
2.4.8. Is VOD a Killer Application?
2.4.9. Interactive Advertising Still at a Nascent Stage
2.4.10. Majority of Content Is Still in Standard Definition
2.5. Market Challenges
2.5.1. Present Economic Situation Discourages Customers from Investing
2.5.2. Content Distribution in the Network
2.5.3. Fierce Competition among Providers
2.5.4. Content Navigation of Video on Demand
2.5.5. Integration Can Be Time-Consuming and Challenging

Section 3.
Market and Technology Trends
3.1. Market Overview
3.1.1. Hybrid Deployments Offer New Growth Opportunity
3.1.2. Delivery of Video to Mobile Devices and the Web
3.1.3. Europe Is Embracing HD
3.1.4. Evolution of the Advertising Market
3.1.5. Ad Server Merges with Video Server
3.1.6. 1080p ??? Next-Generation HD Format
3.1.7. Adoption of Flash-Based Video Servers
3.1.8. Adoption of File-Based Workflows
3.1.9. Cablevision Launches RS-DVR
3.1.10. New Advertising Platform ??? CableLabs and Canoe Ventures
3.1.11. Compliance with SCTE 30 and 35

Section 4.
Pricing Trends
4.1. Video Servers
4.1.1. Video Server Pricing Depends on these Factors
4.2. Ad Servers and Splicers
4.2.1. Parameters Considered for Pricing

Section 5.
Competitive Landscape
5.1. Overview
5.2. Key Players in the Video Server, Ad Server, Ad Splicer Market
5.2.1. Adtec Digital
5.2.2. Alcatel-Lucent
5.2.3. Anevia
5.2.4. ARRIS Group Inc
5.2.5. Avid Technology Inc
5.2.6. BigBand Networks
5.2.7. BitBand Technologies Ltd
5.2.8. Cisco Systems Inc
5.2.9. Concurrent Computer Corporation
5.2.10. Edgeware AB
5.2.11. EVS
5.2.12. Espial
5.2.13. Harmonic Inc
5.2.14. Harris Corporation
5.2.15. Motorola Inc
5.2.16. Omneon Inc
5.2.17. Packet Vision
5.2.18. Quantel Ltd
5.2.19. RGB Network
5.2.20. SeaChange International
5.2.21. Thomson Grass Valley
5.3. Vendor Market Share

Section 6.
Cable Video Server Market Forecast
6.1. Cable Video Server Market

Section 7.
Telco Video Server Market Forecast
7.1. Telco Video Server Market

Section 8.
Broadcast Video Server Market Forecast
8.1. Broadcast Video Server Market

Section 9.
Ad Server and Splicer Market Forecast
9.1. Ad Server and Ad Splicer Market

Section 10.
Company Directory

Section 11.
Acronyms
Scope of Study
Sources and Methodology
Notes





Tables
  • Total Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Broadcast Video Server Pricing, World Market, Forecast: 2008 to 2014
  • Price per channel (HD) - Broadcast Video Server, World Market, Forecast: 2008 to 2014
  • Price per channel (SD) - Broadcast Video Server, World Market, Forecast: 2008 to 2014
  • Cable Video Server Pricing, World Market, Forecast: 2008 to 2014
  • Telco Video Server Pricing, World Market, Forecast: 2008 to 2014
  • CATV Video Subscribers, World Market, Forecast: 2008 to 2014
  • CATV Concurrency Rate, World Market, Forecast: 2008 to 2014
  • Concurrent Cable VOD Streams, World Market, Forecast: 2008 to 2014
  • Cable Video Server (Installed), World Market, Forecast: 2008 to 2014
  • Cable Video Server (Shipped), World Market, Forecast: 2008 to 2014
  • Cable Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco Video Subscribers, World Market, Forecast: 2008 to 2014
  • Telco Concurrency Rate, World Market, Forecast: 2008 to 2014
  • Concurrent Telco VOD Streams, World Market, Forecast: 2008 to 2014
  • Telco Video Server (Installed), World Market, Forecast: 2008 to 2014
  • Telco Video Server (Shipped), World Market, Forecast: 2008 to 2014
  • Telco Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Broadcast Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Cable - Ad Servers (Installed), World Market, Forecast: 2008 to 2014
  • Cable - Ad Servers (Shipped), World Market, Forecast: 2008 to 2014
  • Cable Ad Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Cable Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco - Ad Server (Installed), World Market, Forecast: 2008 to 2014
  • Telco - Ad Server (Shipped) , World Market, Forecast: 2008 to 2014
  • Telco Ad Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Satellite - Ad Server (Installed), World Market, Forecast: 2008 to 2014
  • Satellite - Ad Server (Shipped), World Market, Forecast: 2008 to 2014
  • Satellite Ad Server Market Revenue , World Market, Forecast: 2008 to 2014
  • Satellite Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Total Ad Server Market Revenue by Geography, World Market, Forecast: 2008 to 2014
  • Total Ad Splicer Market Revenue by Geography, World Market, Forecast: 2008 to 2014
  • Total Ad Server Market Revenue by Market Segment, World Market, Forecast: 2008 to 2014
  • Total Ad Splicer Market Revenue by Market Segment, World Market, Forecast: 2008 to 2014

Charts
  • Total Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Broadcast Video Server Pricing, World Market, Forecast: 2008 to 2014
  • Price per channel (HD) - Broadcast Video Server, World Market, Forecast: 2008 to 2014
  • Price per channel (SD) - Broadcast Video Server, World Market, Forecast: 2008 to 2014
  • Cable Video Server Pricing, World Market, Forecast: 2008 to 2014
  • Telco Video Server Pricing, World Market, Forecast: 2008 to 2014
  • Cable Video Server Market Share, World Market: 2008
  • Telco Video Server Market Share, World Market: 2008
  • Broadcast Video Server Market Share, World Market: 2008
  • CATV Video Subscribers, World Market, Forecast: 2008 to 2014
  • CATV Concurrency Rate, World Market, Forecast: 2008 to 2014
  • Concurrent Cable VOD Streams, World Market, Forecast: 2008 to 2014
  • Cable Video Server (Installed), World Market, Forecast: 2008 to 2014
  • Cable Video Server (Shipped), World Market, Forecast: 2008 to 2014
  • Cable Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco Video Subscribers, World Market, Forecast: 2008 to 2014
  • Telco Concurrency Rate, World Market, Forecast: 2008 to 2014
  • Concurrent Telco VOD Streams, World Market, Forecast: 2008 to 2014
  • Telco Video Server (Installed), World Market, Forecast: 2008 to 2014
  • Telco Video Server (Shipped), World Market, Forecast: 2008 to 2014
  • Telco Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Broadcast Video Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Broadcast Video Server Market, Breakout by Segment, World Market: 2008
  • Cable - Ad Servers (Installed), World Market, Forecast: 2008 to 2014
  • Cable - Ad Servers (Shipped), World Market, Forecast: 2008 to 2014
  • Cable Ad Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Cable Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco - Ad Server (Installed), World Market, Forecast: 2008 to 2014
  • Telco - Ad Server (Shipped) , World Market, Forecast: 2008 to 2014
  • Telco Ad Server Market Revenue, World Market, Forecast: 2008 to 2014
  • Telco Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Satellite - Ad Server (Installed), World Market, Forecast: 2008 to 2014
  • Satellite - Ad Server (Shipped), World Market, Forecast: 2008 to 2014
  • Satellite Ad Server Market Revenue , World Market, Forecast: 2008 to 2014
  • Satellite Ad Splicer Market Revenue, World Market, Forecast: 2008 to 2014
  • Total Ad Server Market Revenue by Geography, World Market, Forecast: 2008 to 2014
  • Total Ad Splicer Market Revenue by Geography, World Market, Forecast: 2008 to 2014
  • Total Ad Server Market Revenue by Market Segment, World Market, Forecast: 2008 to 2014
  • Total Ad Splicer Market Revenue by Market Segment, World Market, Forecast: 2008 to 2014