IDEAS home Printed from https://ideas.repec.org/a/idt/journl/cs9202.html
   My bibliography  Save this article

The Television Struggle: an Assessment of Over-the-Top Television Evolutions in a Cable Dominant Market

Author

Listed:
  • Bastiaan BACCARNE

    (iMinds – MICT, Ghent University, Belgium)

  • Tom EVENS

    (iMinds – MICT, Ghent University, Belgium)

  • Dimitri SCHUURMAN

    (iMinds – MICT, Ghent University, Belgium)

Abstract

Traditional television screens have lost their monopoly on television content. With a helping hand of digitalization, the introduction of ever more screens in our lives and increasingly faster network technologies, a wide variety of alternative screens and sources of television content are trying to conquer a piece of the audiences' viewing time. This evolution calls for new kinds of services and has the potential to change the current television market. This paper assesses the evolution of over-the-top television services in Flanders, a cable dominant market in which several OTT TV services emerged during the past two years. By presenting an analysis of the market and the results of a large scale end-user survey (n: 1,269) we provide insights on the future of OTT TV and its impact on the current television ecosystem. In the Flemish market, both traditional broadcasters, the channels themselves and new market entrants are launching OTT TV services. These market evolutions are being related to user expectations and usage patterns in order to assess the challenges for future television. This also allows to make assumptions on future scenarios regarding so-called "cord- cutting" behaviour. Because of the high adoption of triple play bundles and fierce competition between the two dominant television distributors, a large scale video cord-cutting scenario is highly unlikely for the Flemish television market. Although OTT TV might gain importance, it will be hard for 'OTT TV-only' services to replace the traditional television distributors.

Suggested Citation

  • Bastiaan BACCARNE & Tom EVENS & Dimitri SCHUURMAN, 2013. "The Television Struggle: an Assessment of Over-the-Top Television Evolutions in a Cable Dominant Market," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(92), pages 43-61, 4th quart.
    • Handle: RePEc:idt:journl:cs9202
    as

    Download full text from publisher

    File URL: http://repec.idate.org/RePEc/idt/journl/CS9202/CS92_BACCARNE_et_al.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Banerjee, Aniruddha & Alleman, James & Rappoport, Paul, 2012. "Analysis of video-viewing behavior in the era of convergent and connected devices," 19th ITS Biennial Conference, Bangkok 2012: Moving Forward with Future Technologies - Opening a Platform for All 72512, International Telecommunications Society (ITS).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Park, Sungwook & Kwon, Youngsun, 2019. "Research on the Relationship between the Growth of OTT Service Market and the Change in the Structure of the Pay-TV Market," 30th European Regional ITS Conference, Helsinki 2019 205203, International Telecommunications Society (ITS).
    2. Shin, Jungwoo & Park, Yuri & Lee, Daeho, 2016. "Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 329-337.
    3. Hsi Tse Wang, 2020. "Discussion of the Competitive Strategies of Telecom Operators and Over-the-Top Service Providers from the Perspective of Evolutionary Game Theory," Decision Analysis, INFORMS, vol. 17(3), pages 260-275, September.
    4. Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      Keywords

      over-the-top television; cord-cutting; television market; cable television.;
      All these keywords.

      JEL classification:

      • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
      • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
      • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
      • Y80 - Miscellaneous Categories - - Related Disciplines - - - Related Disciplines

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:idt:journl:cs9202. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: BLAVIER Thomas (email available below). General contact details of provider: https://edirc.repec.org/data/idatefr.html .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.