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published:
23-Apr-08
territories:
UK
categories:
Content deal
ITV shows added to iTunes UK store
ITV has begun offering a selection of TV shows through Apple's iTunes store in the UK. At launch six series are available, including Lewis and Brideshead Revisited. Episodes can be purchased as permanent downloads, costing £1.89 (€2.36) or £2.99 (€3.73). Additional programming will be added throughout the year.
ITV is the third UK broadcaster to sell content through iTunes, following the inclusion of shows from BBC Worldwide and Channel 4 on the platform earlier in 2008. The deal marks the first time ITV has sold its TV shows for download via a third party.
Our take...
When iTunes began offering television content for download in the UK the store initially only offered US content. In recent months Apple has increasingly tailored its selection of shows to the local UK audience. Five remains the only major UK broadcaster without a presence on the service.
None of the series offered by ITV through iTunes are current; the broadcaster has instead opted to provide a selection of classic or cult shows from its archive. However, consumers may be reluctant to pay for this content – according to Screen Digest less than one per cent of all streams and downloads of online TV content in the UK will be paid-for in 2008. The vast majority will be free-to-view, driven by catch-up services from the broadcasters.
Despite this, paid downloads will generate almost a third of the £62m (€77m) total online TV revenues forecast in the UK in 2008. iTunes is expected to be responsible for up to 90 per cent of the UK download-to-own TV market. A £1.89 iTunes transaction can generate between £0.60 and £1.20 for a broadcaster, depending on the rights ownership for the show. Screen Digest estimates that 200,000 TV shows are currently sold through iTunes each week in the UK, of which 25 per cent are from the branded BBC and Channel 4 segments.
ITV's online streaming service is likely to dent sales of these older series from iTunes. Of the six ITV shows available through Apple's iTunes, three can be viewed as ad-supported streams through ITV.com as part of the broadcaster's wholly-owned archive. Whilst a paid download from iTunes allows shows to be transferred to devices in the iTunes ecosystem, general consumer reluctance to purchase digital content suggests it is unlikely this flexibility will provide a compelling reason to pay for these shows rather than stream them for free.
Apple has adopted a variable pricing model for ITV's content – a strategy not previously used for TV shows in the UK. The company recently abandoned its long-standing policy on fixed pricing for TV shows when it began offering some series for a premium on the German iTunes store at the beginning of April 2008. Whilst flat-rate pricing is aimed at simplifying the download process for consumers some content owners have been demanding variable pricing for shows. However, it is not known if this was the reason behind Apple's new pricing in the UK.
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Analyst, market intelligence & notices
Reports
(3) 1-3 showing
Online Sports Videos: Rights, Revenues and Forecasts
This comprehensive report includes a full analysis of the consumer market for online sports video (OSV) in the USA, UK, France and Germany. It also includes all of Screen Digest's proprietary market data and forecasts for the take up of different types of online sports video offerings, the growth of consumer broadband and the online video boom, an introduction to sports media right and an overview of technology as well as the infrastructure in the OSV market.
published:
04-Feb-08
territories:
UK, USA, France, Germany
Arash Amel
European Broadband Cable 2007
The seventh edition of this best selling report is the only study of the European cable industry that is fully endorsed by Cable Europe (previously ECCA) and its members. The report contains a detailed analysis of 22 Western and Eastern European cable markets - for each country coverage includes homes passed, cable TV, telephony, Internet, unique cable homes, digital vs analogue as well as breakouts for cable TV, telephony and Internet revenues.
published:
20-Jun-07
territories:
Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, Ireland, Israel, Luxembourg, Netherlands, Norway, Poland, Portugal, Romania, Slovenia, Spain, Sweden, Switzerland, UK
Guy Bisson
Maria Aguete
Chris Dziadul
Market Assessment and Forecast
This detailed analysis of the European online music market includes historical and forecast data for the online music markets in 16 Western European markets. The report analyses singles, albums and subscription service volumes and revenues and includes detailed profiles of pan European service operators.
published:
18-Aug-06
territories:
Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK - Central and Eastern Europe
Arash Amel
Dan Cryan
Articles
Portable player markets mature
European, American and Japanese sales slow down as some markets show signs of reaching effective saturation
published:
17-Jun-08
territories:
France, Germany, Italy, Japan, Spain, UK, USA - Nordic Region, North America, Western Europe
Sarah Johnson
Free online music as mainstream?
The record industry is exploring business models beyond retail, notably finding ways to make free downloads pay
published:
22-Feb-08
territories:
France, Germany, UK, USA - North America, Western Europe
Euro broadband's steady growth
Acquisitions are contributing to market expansion-and are helping incumbent telcos to retain market share-as are moves into cross-border activity, with major players operating outside their home countries
published:
12-Jun-07
territories:
UK, France, Germany, Italy, Spain - Western Europe
Sarah Johnson
Local loop unbundling in Europe
The speed at which incumbent operators' telecom networks have been opened up to competitors varies widely across Europe
published:
15-May-07
territories:
France, Germany, Italy, Spain, UK
James Garlick
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Western Europe
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