For Consumer Product Strategy Professionals

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	October 31, 2008 Is There Enough TV For Everyone? How New IPTV Propositions Capture A Piece Of The TV Pie by Pete Nuthall with James L. McQuivey, Ph.D., Laura Wiramihardja

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Executive Summary

The provision of TV services in Europe has dramatically changed over the past 10 years in the run-up to the digital switchover. While satellite and cable offerings were the first to offer greater choice for consumers, this has now been extended through user-generated, peer-to-peer, and on-demand content available via the Internet. Devices such as DVRs, mobile phones, portable video players, and, of course, PCs have empowered consumers and established new behaviors. Consequently, the traditional method of viewing linear, terrestrial TV over a TV set now looks dated and confused. The pace of change will continue to accelerate as telcos continue to launch new IPTV services. IPTV penetration already stands at 6% in Europe in 2008. New IPTV services will lead to increased penetration, while the major source of growth will be consumers who still rely on terrestrial TV.

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