Analysis of the Global Video and Ad Insertion Server Market


Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Analysis of the Global Video and Ad Insertion Server Market

  1. 1. HD and Digital Programming Bolsters Global Demand for Video and Ad Insertion Servers Research PREVIEW for the Analysis of the Global Video and Ad Insertion Server Market @FS_ITVision
  2. 2. Sample of Key Highlights • Insert no more than six brief research bullet points to summarize basic findings • Avoid repeating data found in press release • Include proper spacing to give adequate white space • Provide a true preview by refraining from listing out the TOC; however, some bullets on scope of research, definitions or explanations welcome • Include this year or future data vs. outdated statistics Source: Frost & Sullivan analysis.
  3. 3. Contents Section Slide Number Executive Summary 4 Market Overview 12 External Challenges: Drivers and Restraints—Total Video and Ad Insertion Server Market 19 Market and Technology Trends 22 Forecasts and Trends 34 Market Share and Competitive Analysis—Video Server Market 45 Market Share and Competitive Analysis—Ad Insertion Server Market 66 Cable Video and Ad Insertion Server Segment Breakdown 72 Telco Video and Ad Insertion Server Segment Breakdown 104 Broadcast Video and Ad Insertion Server Segment Breakdown 137 Hot Company Watchlist 174 The Last Word 180 Appendix 183
  4. 4. Executive Summary • The evolution in digital technology has led television broadcast facilities through a phase of transition. Upgrades from analog to digital transmission and to high-definition (HD) content have resulted in more opportunities for advertisers, broadcasters, service providers, and equipment manufacturers. • As a result, consumers not only have access to more high-quality audio and video content through diverse media such as cable, satellite, Internet protocol television (IPTV), and mobile and Web-based networks, but they can receive and interact with advertisements that are highly tailored to suit their interests and are engaging. • Personalized and interactive services such as video on demand (VOD) have transformed the way consumers watch television. The success of on-demand television has further led to the birth of more enhanced capabilities such as pause live TV and catch up TV functions, networked personal video recorders (NPVRs), and interactive advertising. • This proliferation in content services is expected to drive broadcasters and service providers to install state-of-the-art ad insertion technology in their facilities over the forecast period to augment their revenue streams. Source: Frost & Sullivan
  5. 5. Executive Summary (continued) • There has been an increasing uptake of digital video services through multiple channels and platforms worldwide. Broadcasters and cable operators have been migrating to all- digital networks, thus catering to their subscribers’ growing needs for digital content. The transition from standard-definition (SD) to HD and proliferation of VOD content and libraries have increased the focus on developing appropriate advertising models and technology that offers operators the ability to provide interactive and addressable commercials. • Further, major sports events such as the Sochi Olympics in Russia and the FIFA World Cup in Brazil in 2014, as well as all studio productions globally, are increasingly recorded in HD and Ultra-HD. These events have helped shorten the sales cycles for purchasing digital media technology but at the same time are expected to increase the demand for digital equipment, including video server systems, for effective and efficient distribution of content to the consumer. • The global server market has experienced 3 straight years of growth despite the macroeconomic challenges in the Europe, Middle East, Africa (EMEA) region and is expected to record revenue of nearly $2.0 billion by 2019. Source: Frost & Sullivan
  6. 6. Executive Summary—CEO’s Perspective 2 Cable and telco companies that do not upgrade their server solutions to distribute video over multiple media such as Internet and mobile/tablets risk falling behind the competitive curve. 3 The video server market has witnessed significant consolidation among vendors over the last 5 years; the cable segment is most fragmented, and telco and broadcast should expect further M&A activity. 4 Interactive services such as NPVR, time-shifted TV, and VOD continue to be key differentiators for cable MSOs and telco operators. Dynamic ad insertion driven by analytics is the game changer. 5 As North America and Western Europe have been leading the way in terms of infrastructure upgrades and workflow digitization, demand from these regions is expected to be relatively weak over the forecast period. 1 Service providers must necessarily focus on deriving a greater share of revenue from their advertisement business to monetize investments in interactive services. Source: Frost & Sullivan
  7. 7. Market Overview—Key Questions This Study Will Answer Will the market continue to grow at its present rate? Will growth slow down as the industry matures over the long term, especially in the developed markets? How are the existing competitors structured in the cable, telco, and broadcast segments? Are there too many competitors at present? Are they well positioned to meet current and future customer needs? Will there be further consolidation over the next 4 to 5 years? Will the market continue to be attractive for mergers and acquisitions? Where does video and ad server technology stand today? What are the primary challenges faced by vendors and new deployers in this market? What are the drivers and restraints for growth? What are the major technology trends under consideration? How do pricing models differ by category— cable, telco, and broadcast? What are the revenue breakdowns for the Americas, EMEA, and Asia-Pacific regions? Which are the fastest- growing regions? Source: Frost & Sullivan
  8. 8. Drivers and Restraints Total Video and Ad Insertion Server Market: Key Market Drivers and Restraints, Global, 2014–2019 Intense competition in the industry continues to drive down prices and margins for video and ad server vendors. H H-M M The uneven pace of the migration from analog to digital broadcasting globally and lack of HD content curtails server uptake. H H-M M The lack of proven business models creates uncertainty for ad agencies and content providers with targeted advertising. H H H-M The delivery of video content via OTT is a restraint to IPTV server and equipment investments. H H H-M 1–2 years 3–4 years 5–6 years Video on demand (VOD) and the demand for HDTVs and HD programming foster investments in video and ad servers. H H H The growing availability of HD content and digital channels drives the demand for video and ad servers. H H H Interactive and personalized services such as DVRs, NPVR, and time-shifted TV boost demand for video and ad servers. H H H The highly granular audience measurement metrics facilitated by cable and IPTV operators increase adoption of advanced advertising campaigns. H H H Key global sporting and entertainment events drive uptake of advanced broadcast technologies in the market. H H H-M Note: Drivers and Restraints are shown in order of impact. Source: Frost & Sullivan MarketDriversMarketRestraints Impact: H High M Medium L Low
  9. 9. The Last Word—Three Big Predictions 2 As the transition of audiences and content to the digital online platform intensifies, ad spending online has already exceeded some traditional media in Western markets in 2012. Given the current growth rates, it is expected to reach a tipping point in the next 3 to 4 years and could negatively impact spending in the TV, cable, and IPTV market segments. 3 Cable and IPTV MSOs will get more aggressive in terms of content acquisition and vertical integration. In 2013, Comcast purchased an 8% stake in Arris for $150 million following the acquisition of Motorola Home solutions by Arris earlier in the year. The line between technology solution providers and their clients (the MSOs) will get even more blurred going forward. 1 Following on the heels of Arris’ purchase of Motorola’s video server business in 2013 and Harmonic’s acquisition of Omneon a couple of years ago, there is expected to be a wave of further consolidation activity as the major participants look to shore up their market leadership positions by buying or merging with companies operating on a lower scale in the next 3 to 4 years. Source: Frost & Sullivan
  10. 10. Partial List of Companies Interviewed • Avid • Anevia • Arris / Motorola • Cisco / Arroyo / NDS • Concurrent Computer • Edgeware • EVS • Espial/Kasenna • Grass Valley • Harmonic/Omneon • Harris Broadcast • Quantel • SeaChange International / XOR Media • UTStarcom • 360 Systems Source: Frost & Sullivan
  11. 11. Associated Multimedia Visionary IT Portal Frost & Sullivan's Interactive ICT Community Analyst Blogs Information & Communication Technologies Analyst Briefings Complimentary ICT Webinars SlideShare - Frost & Sullivan’s Technology Presentations Market Insight Articles Complimentary ICT Analyst Insights GIL Talks Frost & Sullivan Thought Leadership Videos
  12. 12. Interested in Full Access? Connect With Us Clarissa Castaneda Corporate Communications (210) 477-8481 Research Authors Lead Analyst Aravindh Vanchesan Program Manager, Digital Media Frost & Sullivan Research Director Mukul Krishna Senior Global Director, Digital Media Frost & Sullivan Facebook LinkedIn Group SlideShare Twitter Frost & Sullivan Events Upcoming Events Calendar GIL Community
  13. 13. Global Perspective 40+ Offices Monitoring for Opportunities and Challenges
  14. 14. Industry Convergence Comprehensive Industry Coverage Sparks Innovation Opportunities Automotive & Transportation Aerospace & Defense Measurement & Instrumentation Information & Communication Technologies HealthcareEnvironment & Building Technologies Energy & Power Systems Chemicals, Materials & Food Electronics & Security Industrial Automation & Process Control Automotive Transportation & Logistics Consumer Technologies Minerals & Mining