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High-definition TV sets are fast becoming a standard in U.S. households, driving further demand for HD content. HDTV providers are faced with a delicate balancing act of delivering the highest quality of video over finite bandwidth. Increasingly, multichannel video providers are facing the escalating burden of delivering multiple HD streams into the home. Our latest consumer research reveals the percentage of U.S. homes that actually have multiple HD sets, and how much HD programming they are watching. Ths report details our findings from that survey. We also provide forecasts on multi-HDTV households over the next five years and discuss how that will affect bandwidth optimization efforts and competitive dynamics in the multichannel video market. Eleven tables and charts are included.
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TABLE OF CONTENTS
Introduction
Multichannel HD Today
Survey Methodology
Findings
Video on Demand in HD
Forecast and Conclusions
TABLE OF FIGURES
Figure 1: Number of HD-Capable TVs in the Household
Figure 2: Number of Households Paying for HD Channels
Figure 3: Hours of HD Content Viewed Per Day
Figure 4: Amount and Frequency of Two or More Simultaneous HD Streams per Household
Figure 5: Amount of HD VOD Watched per Household
Figure 6: VOD Users Who Watch in HD
Figure 7: Amount of VOD HD Content Consumed
Figure 8: Cable Service and Application Bandwidth Requirements
Figure 9: Projected Percentages of U.S. TV Households with HDTV Capability
Figure 10: Projected Percentages of Multichannel Video Households With HD Service
Figure 11: Percentages of HDTV Households with Multiple HD Sets
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More Than 80 Percent of U.S. Households to Have Multiple HDTVs by 2014, Pike & Fischer Projects
Silver Spring, MD—One-third of U.S. households will have two or more high-definition TV sets in their homes by the end of 2010, and that number will rise to more than 80 percent within five years, according to a new forecast from market research provider Pike & Fischer.
The Silver Spring, Maryland-based company bases its forecast on a nationwide consumer survey it conducted in March with the help of Florida-based Amplitude Research, Inc. The projected multi-HDTV households for year-end 2010 marks a sharp rise from the estimated 20% of homes possessing two or more HD sets at the end of last year.
The poll of 3,000 households found that, on a daily basis, almost half of all households with HDTVs are watching multiple high-definition programs at the same time. More than 18 percent of HD homes are watching two or more HD programs simultaneously for up to four hours daily, the study found.
This puts pressure on pay TV providers, particularly cable companies, to make their networks capable of handling a rising amount of HD program distribution, says Scott Sleek, P&F’s Director of Broadband Advisory Services and author of a new report, High-Def and Then Some: Serving the Multi-HDTV Household. Some providers already have the network capacity to handle this traffic, but others will need to upgrade.
P&F predicts that competition among pay TV providers will shift from who provides the greatest number of HD channels to who delivers the best image quality to customers.
The report, High-Def and Then Some, is priced at $599 and is available for purchase at www.broadbandadvisoryservices.com. For analyst commentary or to request a briefing, contact Scott Sleek at 301-562-1530 x291 / ssleek@pf.com.
For information about Pike & Fischer’s Broadband Advisory Services, visit www.broadbandadvisoryservices.com or contact Jonathan Wentworth Ping at 973-718-4703 / jping@pf.com.
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Scott Sleek
Scott Sleek, Director of Pike & Fischer's Broadband Advisory Services, oversees the day-to-day operations of our market research services and leads the development of analytical publications and briefings. As part of his duties, Scott serves as Managing Editor of our online newsletter Broadband Daily. Scott also oversees the development of all Research Reports & Briefs and manages the Trackers & Projections database. He regularly tracks subscriber growth, market penetration and revenue growth in the markets for high-speed Internet, packet-switched telephony, interactive TV, wireless data and other forms of broadband communications and entertainment. Scott also fields all requests for customized research and works closely with customers to fulfill their market data and analysis needs. Scott has more than 20 years of experience as a writer, editor and researcher. Contact Scott at 301-562-1530, x291 / ssleek@pf.com.
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