Video-on-demand market trends
Video-on-demand (VOD) is now experiencing a boom in viewer uptake and a rapid growth is expected. According to Ovum, VOD worldwide revenues will increase threefold in the next three years, to surpass €10billion by the end of 2011. This is being stimulated by new TV platform operators, with services such as IPTV.
The competitive pressure for broadcasters is increasing and VOD is a priority battlefield for them because the service is now a ‘must have’ for TV consumers. They may deliver their on-demand content using two possible methods: push VOD over broadcast or pull VOD over the IP network in a hybrid configuration.
The ultimate goals for the broadcasters are to reduce potential churn towards new TV platforms offering VOD services and also to generate up sell revenues with this new time-shifted content.
Push VOD technology brings several advantages to the operator:
The pushed content is expected to be premium content, such as blockbuster movies, so a robust protection solution is necessary.