Gartner Research

Market Trends: CSPs Seek to Establish Their Position in the Complex TV Value Chain

Published: 30 November 2015

ID: G00260667

Analyst(s): Wm. L. Hahn, Gyanee Dewnarain


TV is a strong growth and revenue engine for CSPs. However, digitalization is disrupting the TV value chain, turning all stakeholders into content distributors. CSP strategists must focus on three key pillars for success — user interface/experience, business model and content.

Table Of Contents


Market Trend

  • Trend 1: Innovative User Interface and User Experience Are Key Differentiators
    • Advanced Search Capabilities, Personalization and Recommendations
    • Interactivity and Social Media Integration
    • The Content Viewing Experience
  • Trend 2: Diversity in Business Models Drives Growth
    • Bundling and Packaging
    • Unbundling
    • Pricing Models
    • Free, Freemium and Advertising
  • Trend 3: CSPs Make Major Content Investments to Compete on Breadth of Entertainment
    • Premium and Exclusive Content
    • Key Content Partnerships, JVs and Acquisitions
    • Alternative Contents and Formats
    • Content Acquisition and Curation

Vendors to Watch

  • Netflix
  • Apple
  • Amazon

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.