Printer Friendly

Examine The Alternative Universe of On-Demand Video.

DUBLIN, Ireland -- Research and Markets ( has announced the addition of "On the Viability of an iTunes Movie Service - Part I (iTunes Movies to the PC)" to their offering.

While 2006 may be the year of online video, it certainly hasn't been kind to online movie distributors. User-generated content has taken the web by storm, but 'high-value' content such as full-length post-theatrical movie releases and the online services that distribute them continue to languish.

It is within this environment that rumors surfaced regarding the possible launch of an Apple iTunes movie service. According to those in the know, Apple has been working on this project for more than a year but was awaiting the launch of the next-generation video iPod before coming out of the closet. These same sources stressed that the iTunes movie store and the new video iPod are inextricably connected and neither would be announced without the other. This seems consistent with Apple's model to date - tie services to hardware and vice versa - a model that has proven devastatingly effective (just ask Apple's competitors).

Industry perception of the viability of an iTunes' movie download service varies from (1) those convinced it will languish just as Movielink and CinemaNow have done, to (2) those convinced it will do for online movie downloads precisely what it did for online digital music - make the market. The purpose of this paper is to evaluate the viability and appeal of an Apple iTune's movie download service using both primary consumer research (TDG recently fielded a consumer study on just this subject) and critical analysis.

To evaluate how an Apple iTunes movie download service would be received by consumers, TDG commissioned a June 2006 study of more than 2,000 US households regarding their interest in and price sensitivity toward two types of Apple iTunes-branded online movie services - the first involving movie downloads to the PC and the second involving movie downloads to a iTunes-branded set-top box connected directly to the primary home TV. Researchers examined consumer receptivity to both of these scenarios across a variety of prices points, identified the core group of consumers most likely to adopt each of different these services, and profiled these segments across a number of characteristics.

The results of this extensive analysis are featured in a two-part report series entitled On the Viability of an iTunes Movie Service - Consumer & Strategic Perspectives. Part I contains a detailed examination of consumer receptivity towards an iTunes movie download service for the PC and portable devices. The report also features an overview and analysis of Movielink and CinemaNow, the two leading online movie distribution services, and a discussion regarding why these models have to date failed to capture a critical mass of users.

Part II of this series will feature a discussion and analysis of Apple's iLife strategy and the role that new hardware platforms and iTunes will play in Apple's entry into the home living room.

Key Topics Covered Include:

--Introduction - Will iTunes Add Movie Downloads?

--Understanding the Landscape



--The Model

--The Evolution

--The Move from Rentals to Purchased Downloads

--Introduction of Burn-to-DVD Features

--Movielink in the Living Room? Akimbo, A&T & EchoStar

--Movielink's Future


--Rationale for Apple's Entry into This Market

--Consumer Receptivity to a PC-Based iTune's Movie Service

--Reflections and Recommendations

For more information visit
COPYRIGHT 2006 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2006, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Business Wire
Date:Sep 7, 2006
Previous Article:In France, a Newly-Enacted Law Is Intended To Encourage an Interoperable Market for Digital Music and Replay Devices.
Next Article:William R. Misunas Named CEO of eTravco.

Related Articles
Cellular video and other strange things....
Understanding the Persistence of Illusion.
Hosted versus licensed, or a little of both?
Research and Markets: Despite Increased Take-up, Video over Broadband Services Expected to Account for Only 3.4 Percent of Total BSP Revenue by 2008.
Siebel and Telephony@Work partner to deliver Contact OnDemand.
Verimatrix and Heuris Team to Secure Warner Bros.' ``Supernatural'' with RushPlay onDemand to Speed Production Cycles.
TANDBERG Television and Arroyo Video Solutions Announce nPVR and Advertising On-Demand Solutions; Demonstrations in TANDBERG Television's Booth #3751...
SeaChange Powers World's First H.264 High-Definition IP Television Service; Japan's OnDemand TV Extends IPTV Platform with New Encoding Standard.
Nexidia announces on Demand solution.

Terms of use | Privacy policy | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters