온라인 동영상 시장 현황 및 트렌드_DMC, 2015.10.27

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  1. 1. 1 DMC REPORT DMC . , , . DMC , .
  2. 2. 2 Introduction Table of Contents DMC . . : DMC M.U.D mud@dmcmedia.co.kr DMC Media Digital Media Convergence Company PC/ , PC TV , , . , , . , . . , , . DMC . , , . / , / , IPTV VOD VOD , 2015 6 . . 1. 2. 3. 4. 5. . 1. 2. 3. 4. 5. . IPTV 1. IPTV VOD 2. IPTV 3. IPTV VOD 4. IPTV VOD VOD 5. IPTV VOD 6. 7 10 11 12 14 19 20 21 22 23 27 28 29 30 31 32
  3. 3. 3 . . 1. 2. 3. 4. 5. . IPTV
  4. 4. 4 1. OTT(Over-The-Top) =OTT OTT TV 3 , TV VOD . . OTT(Over-The-Top) OTT(Over-The-Top) : (2014), : (2014), : Media Contents VOD VOD UCG PC PC TV () () 3 , , TV( ), UCG(User Generated Contents) , (VOD) () (, ) PC, TV, , , , , :
  5. 5. 5 1. () , , , OTT , (On-Demand) . , , . OTT(Over-The-Top) : PC, , PC, TV, , , (Lean-back) (Lean- forward) , /
  6. 6. 6 1. () OTT , TVOD( ) SVOD() PwC OTT Netflix OTT iTunes OTT . PWC (Electronic Home Video) : PwC, (2014), (Electronic Home Video) OTT/Streaming - Over-The-Top service provider TV (Physical Home Video) - TV subscription provider - (Netflix, Hulu, MTG Viaplay, SKY NOW) - TV - , PC, TV, , - TV TV - TV - TV-everywhere (TV OTT , SKY GO, Comcast Xfinity ) TVOD(Transactional VOD) SVOD(Subscription VOD) - iTunes - Subscription - - Netflix - Subscription - Cinema Home Video Filmed entertainment Electronic Home Video Physical Home Video OTT/Streaming Through-TV- subscription SVOD TVOD
  7. 7. 7 2. OTT 2014 1,926 , 2018 5,136 Strategy Analytics , OTT 2013 179 2019 554 . - OTT Netflix, Amazon 2014 107 . - OTT 32 , 34% , 2018 94 5,000 . - OTT , 2013 39 5,000 2019 137 . , OTT 2014 1,926 , 2019 6,345 . OTT 2,000 , 200 , . OTT OTT (: ) : (2014.10), STRABASE((2014.12) : Strategy Analytics(2014), STRABASE((2014.12) (: ) 1,085 1,490 1,926 2,587 3,069 4,149 5,136 6,345 7,801 2012 2013 2014 2015 2016 2017 2018 2019 2020 179 554 2013 2019 107 180 2014 2019 32 94.5 2014 2019 39.5 137 2013 2019 [] [] [] []
  8. 8. 8 3. OTT , OTT . OTT 2013 , , . , (Netflix) OTT TV . : TV(2014) 1995 1999 2002 2008 2010 2011 2013 : SO-RO-NO : MSO : SO-RO : Note) SO(Cable Television System Operator) : RO(Relay Operator) : NO(Network Operator) : : - : IPTV : SO--IPTV : : SO--IPTV : + : SO--IPTV : + + OTT : SO--IPTV-OTT : + + + /VOD/
  9. 9. 9 4. () N 2014 20.3% 2011 , N 2014 20.3% 2011 , 2013 1.9%p . , , 2012 12.2% 2014 7.4% . N 2014 /(15.5%), (8.4%), (8.2%), (6.8%), (4.8%), //(2.2%) . 2012 2014 0.9%p . N OTT (: %) : KISDI(2015.02), N : KISDI(2015.02), N (: %) 2012 2013 2014 2012 2013 2014 6.4 6.1 6.8 4.1 2.6 2.4 7.3 7.5 8.2 4.5 3.2 2.6 / 14.7 15.1 15.5 9.4 6.7 5.0 // 2.4 2.2 2.2 1.6 0.9 0.8 5.9 6.8 8.4 3.9 2.8 2.6 2.7 3.5 4.8 1.6 1.4 1.3 15.9 18.5 18.4 20.3 2011 2012 2013 2014 15.9 18.5 18.4 20.3 - 6.3 10 12.9 - 12.2 8.4 7.4 : N 2011 N N
  10. 10. 10 4. () 2014 3 380 22% 2014 3 , 2014 3 380 22% . , . 2014 3 PC 29% , 2013 3 45% . , , 14.3% . : 2013 Q3 VS 2014 Q3 : Adobe(2014), U.S. Digital Video Benchmark-Adobe Digital Index Q3 2014 : Adobe(2014), U.S. Digital Video Benchmark-Adobe Digital Index Q3 2014 3Q 2013 4Q 1Q 2014 2Q 3Q 38 30 15 22% 11% 14% 9% 14% 27% 56% PC (: %)(: )
  11. 11. 11 5. OTT(Over the Top) N 1 , ( ) (Code-Cutting), TV . 2014 OTT OTT . (Experian) , 2013 760 , OTT . NPD 2014 2 17%, 2017 39% . TV : Adobe(2014), U.S. Digital Video Benchmark-Adobe Digital Index Q3 2014 : Adobe(2014), U.S. Digital Video Benchmark-Adobe Digital Index Q3 2014 TV TV SKT 4.5 6.5 2010 2013 +44% (: %)
  12. 12. 12 5. () N 2016 . (, TV N(PC, , ) ) , 2015 TV(IPTV) VOD() . , PC, N . , . TV : : TV PC IPTV+ VOD + VOD( ) ( ) () (%) TV 162.137 93.6 VOD 10.402 6.01 PC 0.003 0.00 VOD 0.042 0.03 0.529 0.31 VOD 0.094 0.05
  13. 13. 13 5. () SNS , . 100 , TV , (14 12 PC , )52% . TV , TV() . 2014 . , SNS : TV () TV TV()
  14. 14. 14 5. () (Youtube), , . , . 10 : (2015.15.19), ' ' 10, 10 , 10 2005 2006 2008 2007 2010 2012 2013 2015 10 76 , 300 4K 60fps , ,
  15. 15. 15 . . . IPTV 1. 2. 3. 4. 5.
  16. 16. 16 1. , , IAB(Interactive Advertising Bureau) , , . , , . Non-Linear Video ads, Linear Video ads, , , , Companion Ads . : IAB, STRABASE Linear Video ads Pre-roll Mid-roll Post-roll Non-Linear Video ads , , During Over Within (PPL) Companion Ads , , , , ,
  17. 17. 17 2. , / . . , . , . : http://blog.virect.com/55, ( , , ) , , , TrueView 5 TrueView ,
  18. 18. 18 3. PC, Mobile, Tablet, IPTV N , , TV PC, . PC, Mobile, Tablet, IPTV , / . : (2014.12), 2015 : (2014.12), 2015 [ : %] 48.3 41.9 59 71.4 73.6 74.1 8.4 9.4 5.2 4.1 2.3 2.5 10 20 30 40 50 60 TV only PC+Mobile only Reach TV(IPTV)/PC/ Action Trigger , , Action
  19. 19. 19 4. 2014 2018 23.8% 2014 2018 23.8% . : (2014.12), 2014 : PwC/Informa Telecoms & Media(2014), Global entertainment outlook, 2014-2018, DMC(2014.12), 2014 910 1,183 2014 2015(E) 25 20 15 10 5 0 : (: )(: %)
  20. 20. 20 5. SBS MBC SMR(Smart Media Rep.) , SMR(Smart Media Rep.) SBS MBC , 2014 5 (pooq) , 2014 12 (Youtube) . , 2015 2 , , SBS, MBC SMR . SMR SMR , 80% . SMR TV, TV, . , , PC Mobile . SMR :
  21. 21. 21 5. () , , 1 75%, 94% . (creating), (posting), (interacting) . . 10 ( 1 ) . , , . 2014 : Facebook : Socialbakers(2015) (: ) 1 2 3 4 5 6 7 8 9 10 11 12 120,000 100,000 80,000 60,000 40,000 20,000 0
  22. 22. 22 5. () eMarketer 2015 148 8 , 55% , . 204.3% , 21 8 . . : eMarketer(2014) : eMarketer(2014) (: , %)(: , %) $424 $1,006 $1,488 $2,041 2013 2014 2015 2016 24.0% 45.0% 55.0% 63.0% 108.7% 137.1% 47.9% 37.2% $19 $71 $218 $384 2013 2014 2015 2016 5.0% 12.0% 28.0% 40.0% 274.4% 204.3% 76.4%
  23. 23. 23 . . . . IPTV 1. IPTV VOD 2. IPTV 3. IPTV VOD 4. IPTV VOD VOD 5. IPTV VOD 6.
  24. 24. 24 1. IPTV VOD VOD , VOD TV , , , , . VOD VOD , . VOD VOD : Brochure(2014), (2015.1), 2 : (2015.1), 2 , VOD , , (TV ) VOD 3 , ( TV 10 ) VOD IPTV (, TV ) Preplay: VOD * AD-Q: VOD 5 Ending-Q: VOD 1 4 Time-Q: -Q: PPL-Q: * : VOD ,
  25. 25. 25 2. IPTV VOD IPTV , . IPTV 5 9 . , , VOD , IPTV . IPTV IPTV : (2014) : (2014) (: )(: ) 174 309 457 619 830 1,000 2009 2010 2011 2012 2013 2014.08 1,459 692 805 2,386 1,185 996 2,850 1,775 1,478 1,734 1,117 928 KT SK LG 2014.6 2013 2012 2011
  26. 26. 26 3. IPTV VOD VOD 2014 5,750 , VOD 2014 5,750 135% . , . VOD VOD : (2015): (2015.5), VOD (: ) 9.8 13.6 19.8 2012 2013 2014 3,110 4,252 5,750 2012 2013 2014 (: %)
  27. 27. 27 4. IPTV VOD VOD VOD, KT VOD 2011 7462900, 2012 12718400(70.4% ), 2013 17168600(34.9% ) , SK LG 2013 739300, 4963400 , 48.8%, 45.2% . VOD VOD , IPTV 3 MSO 4 VOD 2011 142 390 2.7 . VOD VOD : (2014) : (2014) (: ) (: ) 74,629 35,363 24,388 15,590 18,716 16,821 1,271,844 49,658 34,177 20,288 27,054 28,890 171,686 73,903 49,634 24,685 42,673 35,062 98,263 51,329 36,632 14,093 24,425 19,503 KT SK LG CJ HCN 2014.6 2013 2012 2011 5,713 10,827 8,704 6,531 7,406 5,423 10,152 5,802 19,249 8,298 12,740 5,760 KT SK LG CJ HCN 2014.6 2013 2012 2011 3,553 4,345 1,604 946 303 482 257 51 2,013 3,012 590 128 1,426 2,940 675 222 535 723 149 78
  28. 28. 28 5. IPTV VOD VOD VOD , , VOD . . VOD : (2015.1), 2 (IPTV) 2014 IPTV 3 VOD 60