Description
Purpose of the studyDescribe the current state, the main trends and development prospects of the Russian IPTV market in Russia.
Objectives of the study:
1. To determine the volume and growth rate of the Russian IPTV market in monetary terms.
2. Determine the number of subscribers, the coverage and penetration rate of IPTV in Russia.
3. Describe the characteristics of consumer behavior in the Russian IPTV market.
4. Determine the proportion of major players in the market for paid IPTV.
5. To characterize the main players of the Russian IPTV market by the following criteria:
• history and dynamics of development;
• company assets;
• regional coverage of the company;
• development plans and strategies.
6. Identify growth factors and factors constraining the growth of the IPTV market.
7. Describe the main trends in the development of the IPTV market.
Object of study
IPTV market in Russia.
Data collection method
Monitoring of materials of printed and electronic business and specialized publications, analytical reviews of the market; The Internet; marketing and consulting materials; research results of DISCOVERY Research Group; expert interviews
Information base of research
1. Databases of the Federal Customs Service of the Russian Federation, Federal State Statistics Service of the Russian Federation (Rosstat).
2. Materials DataMonitor, EuroMonitor, Eurostat.
3. Printed and electronic business and specialized publications, analytical reviews.
4. Internet resources in Russia and the world.
5. Expert surveys.
6. Materials of participants of the domestic and world markets.
7. The results of research marketing and consulting agencies.
8. Materials of sectoral institutions and databases.
9. Results of price monitoring.
10. Materials and databases of UN statistics (United Nations Statistics Division: Commodity Trade Statistics, Industrial Commodity Statistics, Food and Agriculture Organization, etc.).
11. Materials of the International Monetary Fund (International Monetary Fund).
12. Materials of the World Bank (World Bank).
13. WTO materials (World Trade Organization).
14. Materials of the Organization for Economic Cooperation and Development (Organization for Economic Cooperation and Development).
15. Materials International Trade Center.
16. Materials Index Mundi.
17. Results of the DISCOVERY Research Group.
Sample size and structure
The procedure of content analysis of documents does not involve the calculation of the volume of the sample. All documents available to the researcher are subject to processing and analysis.
Summary:
In October 2010, the marketing research agency DISCOVERY Research Group completed a study of the IP television market in Russia.
The market for IP television or interactive television in Russia is still in its infancy. According to various estimates, the volume of the Russian IPTV market in 2009. made up from 300 with a small thousand subscribers to 1 million, although the share of this segment in the total amount of subscriber base of pay TV was no more than 2-3%.
At the same time, the market is developing at the fastest rate - the growth of new subscribers for the year is more than 50%. According to the forecast for 2010. the volume of the subscriber base of interactive television will exceed the figure of 1 million users.
IPTV has indisputable advantages over other segments of pay-TV - the image and sound are usually of higher quality, up to HD resolution and 5.1-channel audio; interactivity (the ability to view, for example, help on the film); service capabilities of timeshift and video-on-demand, etc.
Determining factor of low demand for interactive television services is their cost. According to ComNews Research, Russian subscribers pay an average of 9.95 rubles for an IPTV channel in a package. per month, and for cable - 4.35 rubles. per month.
One of the problems in the development of pay TV is piracy. It affects the popularity of the video on demand service. In addition, the traditional TV in its current form clearly exhausts itself: now I think that the stereotype is not fashionable, I do not watch TV.
Most potential consumers have no experience in using video content for money. Another problem of the Russian IPTV market is the inability to interest a potential consumer in the “breadth of the range”. In addition to the problems described above for the IPTV market, there is also a high cost of subscriber devices.
The key technological factors influencing the market, as in the past years, remain the rapid growth of broadband access, the cheapening and expansion of the bandwidth available to the user, the development of coding and content protection technologies, and the increased performance of computing systems.
Due to the complementary nature of broadcasting and IP broadcasting, to increase the efficiency, operators are increasingly resorting to a hybrid way of providing services: broadcasting is used for broadcasting federal channels, and IP television is used for additional premium content.
The IPTV market is currently divided between three major players: Comstar-UTS (provides services under the Stream-TV brand) - it accounts for just over 30% of all subscribers using this service. A quarter of all subscribers belong to Svyazinvest’s Far Eastern subsidiary -Dalsvyaz company (TVi brand). VimpelCom (Beeline brand) is the third largest player on the market - about 15% of all IPTV subscribers. A significant part of regional companies that provide IPTV services has a subscriber base of no more than 1-2 thousand clients. Short description of the study. Ready marketing research of the Russian IP TV market. The report contains information on the market volume, growth rates, trends and development prospects and other key indicators.
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