Title: The cloud TV emerging challenge: forecasting and investment analysis

Authors: Georgia Dede; Georgios Loupatatzis; Dimitris Grigoropoulos; Georgios Chatzithanasis; Thomas Kamalakis; Christos Michalakelis

Addresses: Department of Informatics and Telematics, Ηarokopio University of Athens, Greece ' Department of Informatics and Telematics, Ηarokopio University of Athens, Greece ' Department of Informatics and Telematics, Ηarokopio University of Athens, Greece ' Department of Informatics and Telematics, Ηarokopio University of Athens, Greece ' Department of Informatics and Telematics, Ηarokopio University of Athens, Greece ' Department of Informatics and Telematics, Ηarokopio University of Athens, Greece

Abstract: Cloud TV will play an important role in future pay-TV services and is quickly becoming the next arena for TV content providers. Since the number of cloud TV channels continuously increase, there is a crucial need for a techno-economic evaluation and analysis in terms of future investments in this area. In this context, the aim of this paper is to perform a techno-economic analysis in order to provide an assessment of the required investment for a new pay TV operator, using cloud TV technology in the internet of things (IoT) era. The adopted methodology includes demand forecasting, cash flows calculations and important economic indicators, such as net present value (NPV) and internal rate of return (IRR), for a time period of ten years, under different diffusion scenarios for the region of Greece. Results indicate that investing on cloud TV technology in Greece is feasible for the technologies of OTT, IPTV and smart TV. A sensitivity analysis is also performed, studying the case of a new entry for a pay TV operator in the local market, which may gain a significant percentage of customers.

Keywords: technoeconomic analysis; cloud TV technology; OTT; IPTV; smart TV.

DOI: 10.1504/IJIPM.2021.118711

International Journal of Intellectual Property Management, 2021 Vol.11 No.4, pp.371 - 392

Received: 16 Sep 2019
Accepted: 20 Sep 2019
Published online: 03 Nov 2021 *

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