The development of the European market for on-demand audiovisual services

495 Pages·2015·6.68 MB·English

The development of the European
market for on-demand audiovisual
services
Christian Grece, André Lange, Agnes
Schneeberger and Sophie Valais
European Audiovisual Observatory
March 2015
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“The development of the European market for on-demand audiovisual services”
Report prepared by the European Audiovisual Observatory for DG Connect
Director of publication: Susanne Nikoltchev, Executive Director,
European Audi-ovisual Observatory
Supervision: André Lange, Head of Department for Information on Markets and
Financing, European Audiovisual Observatory
Authors: Christian Grece, Analyst at the European Audiovisual Observatory
[In-troduction and Section I, II, III, IV & V]
André Lange, Head of Department for Information on Markets and Financing,
European Audiovisual Observatory [Introduction, Section III & IV]
Agnes Schneeberger, Analyst at the European Audiovisual Observatory
[Section V]
Sophie Valais, Analyst at the European Audiovisual Observatory [Section IV]
This report was prepared in the framework of a contract between the European
Commission (DG Connect) and the European Audiovisual Observatory
The analyses presented in this report are the author’s opinion and cannot in any
way be considered as representing the point of view of the European Audiovisual
Observatory, its members or of the Council of Europe or the European Commis-
sion. Data compiled by external sources are quoted for the purpose of information.
The author of this report is not in a position to verify either their means of compila-
tion or their pertinence.
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Table of contents
INTRODUCTION 13
1 The emergence of online players on the worldwide audiovisual market 14
2 The worldwide emergence of US online groups 17
3 The lack of detailed information published by leading players in Europe 20
4 The decline of the “brick and mortar” activities 21
5 The development of the various segments of the pay-VoD market 23
6 Different maturation levels for SVoD services in European markets 26
7 The importance of online VoD in consumers expenditure 27
8 Trends in advertising on online video services 29
9 The role of on-demand audiovisual services in the promotion of European works32
10 MAVISE database– Data on on-demand audiovisual services in Europe 36
10.1 Number of on-demand audiovisual services in the European Union
as of the 31st December 2015 36
10.2 Tables “On-demand audiovisual services established in the EU” 41
10.3 Tables “On-demand audiovisual services available in the EU” 50
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SECTION I
ONLINE ADVERTISING IN THE EU IN 2013 74
Executive summary 75
11 The European Online advertising market in 2013 78
11.1 Main available figures on the European online advertising market 78
11.2 Focus on Display advertising 101
SECTION II
RECENT DEVELOPMENTS OF THE SVOD MARKET IN EUROPE IN 2014
Executive summary 132
12 The European subscription video on-demand service market 134
12.1 European market figures 134
12.2 OTT video, a general trend reinforcing the adoption of SVoD
services in Europe 137
12.3 Profile of Netflix and its 2014 European expansion into 6 countries 151
13 France 161
14 The United Kingdom 172
15 Germany 174
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SECTION III
THE PROPORTION AND THE PROMINENCE OF EUROPEAN WORKS IN VOD
CATALOGUES 182
Executive summary 183
Introduction - The proportion and prominence of European works in VoD catalogues
188
Questionnaire survey 200
16 Overview of replies received 201
16.1 Number of services by country of establishment and country
of availability 201
16.2 Number of services by business model 204
16.3 Overview of services included in the survey 205
17 Results of the replies to the questionnaire 206
17.1 Number of titles in VoD catalogues by service provider 206
17.2 Proportion of European works in VoD catalogues 207
17.3 Means of ensuring prominence 221
Rovi data on European works in catalogues of VoD services 225
18 Analysis of Rovi data 225
18.1 Overview of the total proportion of European works in VoD
catalogues 225
18.2 Proportion of European Feature films in VoD catalogues 230
18.3 Proportion of European TV films in VoD catalogues 233
18.4 Proportion of European TV series in VoD catalogues 236
18.5 Proportion of European animation in VoD catalogues 239
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SECTION IV
THE ROLE OF PROVIDERS OF VOD SERVICES AND DISTRIBUTION PLATFORMS IN
THE FINANCING OF FILM AND AUDIOVISUAL PRODUCTION 243
Introduction 244
Mandatory financial contribution to European works by on-demand AVMS
providers and distribution platforms 246
19 BE - BELGIUM 250
19.1 French Community of Belgium 250
19.2 Flemish Community of Belgium 256
20 CZ – CZECH REPUBLIC 258
20.1 Legal basis 258
20.2 Promotion of European works by on-demand AVMS providers 258
20.3 Monitoring and enforcement 259
21 DE - GERMANY 260
21.1 Mandatory contributions in the context of the federal film policy 260
22 ES - SPAIN 265
22.1 Legal basis 265
22.2 Promotion of European works by “electronic communication
service providersand programme catalogue service providers” 265
22.3 Monitoring and enforcement 266
23 FR - FRANCE 268
23.1 Regulation relating to providers of on-demand audiovisual services268
23.2 Tax on revenues of providers of on-demand audiovisual media
272
services
24 CROATIA 275
24.1 Legal basis 275
24.2 Monitoring and implementation 276
25 IT – ITALY 278
25.1 Legal basis 278
25.2 Promotion of European works by on-demand AVMS providers 278
25.3 Monitoring and enforcement 279
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26 POLAND 281
26.1 Legal basis 281
26.2 Monitoring and implementation 283
27 PT - PORTUGAL 285
27.1 Legal basis 285
27.2 Mandatory contribution to European production by on-demand
AVMS providers 285
27.3 The reforms of the film funding system in 2012 286
27.4 Mandatory contribution of distributors to the financing of the
national film fund 286
27.5 Mandatory investments in production 287
27.6 Monitoring and enforcement 288
28 SI - SLOVENIA 289
28.1 Legal basis 289
28.2 Promotion of European works by on-demand AVMS providers 289
28.3 Monitoring and enforcement 290
Investments in productions by distributors of audiovisual services and providers of on-
demand audiovisual media services in Europe
29 Investments in production by distributors of on-demand audiovisual
media services 291
29.1 Investments in original productions by providers of on-demand
audiovisual media services in Europe 296
29.2 Investments in original productions by video-on-demand players
in the USA 302
Conclusions 313
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SECTION V
MEASUREMENT OF FRAGMENTED AUDIOVISUAL AUDIENCES 315
30 Introduction 316
31 Executive Summary 320
32 International players 325
32.1 Adobe 326
32.2 Alexa Internet Inc. 327
32.3 comScore 328
32.4 Eurodata TV Worldwide 330
32.5 Ipsos MORI 332
32.6 Kantar Media 334
32.7 Nielsen 336
32.8 Rentrak 339
32.9 Cisco 341
32.10 Sandvine 343
33 Overview of audience measurement services in the EU 347
33.1 Overview of audience measurement services available in
the EU in 2014 350
33.2 Average daily television viewing times in the EU 353
33.3 Measurement of time-shifted viewing in the EU 356
33.4 Measurement of TV viewing on PCs in the EU 358
34 National TV audience measurement services 359
34.1 Austria - AGTT/ Gfk Austria 359
34.2 Belgium - CIM / GfK 361
34.3 Bulgaria - GARB Audience Research Bulgaria 363
34.4 Croatia – Nielsen Television Audience Measurement 364
34.5 Cyprus - Nielsen Television Audience Measurement (Cyprus) 365
34.6 Czech Republic – ATO / MEDIARESEARCH 366
34.7 Denmark – TNS Gallup TV-Meter 367
34.8 Estonia – TNS EMOR 368
34.9 Finland - Finnpanel Oy 369
34.10 France - Médiamétrie / Médiamat 370
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