IPTV service providers using multiscreen viewing options as a differentiator
IPTV multichannel video programming distributors (MVPDs) are using their IP network strength to accelerate TV Everywhere multiscreen viewing options and stand out from their competition, according to the 2012 IPTV Service Deployment Strategies: Global Service Provider Survey compiled and released by Infonetics Research.
The survey interviewed IPTV service providers to "assess their needs and analyze trends in the IPTV market," Infonetics said in a news release. Most survey participants used a "pure IP network" to deliver linear broadcast TV, Infonetics said. Despite that IP strength, most do not currently support video streaming services from likely competitors such as YouTube, Hulu or Netflix.
Unexpectedly, considering the interactive capabilities of an IP network, only a third of the surveyed operators said they offer social networking for the TV, the research firm said. Not unexpectedly, subscription video-on-demand leads the way among VoD offerings, with 83 percent of the survey respondents saying they offer S-VoD for premium channels like HBO, Showtime and Starz along with libraries of first-run movies. That number is expected to grow to 89 percent in 2013.
Operators are increasingly using the interactive and migratory advantages of an IP network offering to make their service stand out as opposed to what non-IPTV players can easily offer, said Jeff Heynen, directing analyst for broadband access and video at Infonetics Research.
"Because it's so challenging to differentiate on content, pay TV providers are looking to stand out from their competitors by offering additional services and features such as multiscreen viewing, social networking and content discovery and recommendation services," Heynen said in an Infonetics news release. "In particular, multiscreen video—TV Everywhere to some—is gaining momentum across all pay TV operator types (cable, satellite and IPTV) in all regions: 83 percent of the operators we interviewed plan to offer some type of multiscreen viewing—PC, smartphone, tablet—by 2013."
- see this news release
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