서 언 1 서 언 최근 방송산업의 글로벌화로 이를 둘러싼 국가 간 경쟁이 치열해지고 있으며 방 송미디어 산업은 C-P-N-D의 ICT 생태계의 핵심적 산업으로 부상하고 있습니다. 이 에 따라 국내 방송산업이 국제시장에서 차지하는 위상과 경쟁력을 파악할 수 있는 방송통계 체계를 수립하는 것이 시급해 졌습니다. 또한, 국가별 방송시장 및 서비스이용행태에 대한 거시적 현황 지표뿐만 아니라 글로벌 미디어 기업의 사업현황, 인터넷기반 미디어의 활용 등 글로벌화와 스마트 화에 부합하는 해외 방송시장 동향을 파악하고 국가간 비교를 통해 국내 방송산업 의 위상을 분석할 필요성이 증대되고 있습니다. 이러한 필요성에 바탕을 두어 본 연구는 미국, 영국, 프랑스, 독일, 중국, 일본의 6 개국의 전체 방송시장 및 지상파/유료방송/채널 등 매체별, 시장현황 조사를 수행하 였습니다. 구체적으로 수신료/광고, 시청률, 공영방송 등 주요 규제별 관련 방송시장 현황을 구체적이고 논리적으로 조사하였으며, 이를 통해 주요국의 조사 및 분석 자 료를 활용하여 국가 별 비교가 가능한 분석체계를 마련하였습니다. 본 연구는 정보통신정책연구원 박동욱 선임연구위원의 책임 하에 수행되었으며, 미국과 프랑스는 박병선 연구원이, 영국과 독일은 이주영 전문연구원이, 일본과 중 국은 박민성 전문연구원이 작성하였습니다. 그리고 OTT관련 조사는 Veyond Strategy 가 수행하였습니다. 그밖에, 관련 해외 자료의 수집과 정리에 도움을 준 모든 분들 에게 감사를 전합니다. 본 연구를 시작으로 향후 국제 방송시장에 관한 전문적이고 수준높은 연구가 활 발해 지기를 기원합니다. 2013년 12월 정보통신정책연구원장 3 목 차 서 언 ···················································································································· 1 제 1 장 서 론 ···································································································· 21 제 1 절 연구의 필요성 및 연구내용 ································································ 21 1. 연구의 필요성 및 연구목적 ······································································· 21 2. 연구내용 ····································································································· 21 제 2 절 연구방법 및 구성 ················································································ 22 1. 연구방법 ····································································································· 22 2. 보고서의 구성 ···························································································· 22 3. 주요 개념정의 ···························································································· 23 제 2 장 미 국 ···································································································· 25 제 1 절 방송시장 개관 ····················································································· 25 1. 방송시장 매출액 ························································································· 25 2. 방송 가입자 현황 ······················································································· 27 3. 광고 매출액 ································································································ 28 4. 시청률 및 이용현황 ··················································································· 30 5. OTT 서비스 현황 ······················································································· 33 제 2 절 방송시장의 구조 및 사업자 현황 ······················································· 37 1. 방송채널 시장의 구조 및 사업자 현황 ······················································ 38 2. 유료방송 시장의 구조 및 사업자 현황 ······················································ 55 3. OTT 시장 및 사업자 현황 ········································································· 67 [참고문헌] ······································································································ 81 4 제 3 장 프랑스 ···································································································· 82 제 1 절 방송시장 개관 ····················································································· 82 1. 방송시장 매출액 ························································································· 82 2. 방송 가입자 현황 ······················································································· 84 3. 광고 매출액 ································································································ 85 4. 시청률 및 이용현황 ··················································································· 88 5. OTT 서비스 현황 ······················································································· 92 제 2 절 방송시장의 구조 및 사업자 현황 ······················································· 93 1. 방송채널 시장의 구조 및 사업자 현황 ······················································ 94 2. 유료방송 시장의 구조 및 사업자 현황 ······················································ 99 3. OTT 시장 및 사업자 현황 ······································································· 103 [참고문헌] ···································································································· 108 제 4 장 영 국 ·································································································· 110 제 1 절 방송시장 개관 ··················································································· 110 1. 방송시장 매출액 ······················································································· 110 2. 방송 가입자 현황 ····················································································· 112 3. 광고 매출액 ······························································································ 113 4. 시청률 및 이용현황 ················································································· 114 5. OTT 서비스 현황 ····················································································· 120 제 2 절 방송시장의 구조 및 사업자 현황 ······················································ 122 1. 방송채널 시장의 구조 및 사업자 현황 ···················································· 122 2. 유료방송 시장의 구조 및 사업자 현황 ···················································· 134 3. OTT 시장 및 사업자 현황 ······································································· 139 [참고문헌] ···································································································· 146 제 5 장 독 일 ·································································································· 147 제 1 절 방송시장 개관 ··················································································· 147 5 1. 방송시장 매출액 ······················································································· 147 2. 방송 가입자 현황 ····················································································· 148 3. 광고 매출액 ······························································································ 150 4. 시청률 및 이용현황 ················································································· 151 5. OTT 서비스 현황 ····················································································· 155 제 2 절 방송시장의 구조 및 사업자 현황 ······················································ 156 1. 방송채널 시장의 구조 및 사업자 현황 ···················································· 156 2. 유료방송 시장의 구조 및 사업자 현황 ···················································· 162 3. OTT 시장 및 사업자 현황 ······································································· 167 [참고문헌] ···································································································· 172 제 6 장 일 본 ·································································································· 174 제 1 절 방송시장 개관 ··················································································· 174 1. 방송시장 매출액 ······················································································· 174 2. 방송 가입자 현황 ····················································································· 176 3. 광고 매출액 ······························································································ 176 4. 시청률 및 이용현황 ················································································· 178 5. OTT 서비스 현황 ····················································································· 182 제 2 절 방송시장의 구조 및 사업자 현황 ······················································ 183 1. 방송채널 시장의 구조 및 사업자 현황 ···················································· 184 2. 유료방송 시장의 구조 및 사업자 현황 ···················································· 196 3. OTT 시장 및 사업자 현황 ······································································· 202 [참고문헌] ···································································································· 205 제 7 장 중 국 ·································································································· 206 제 1 절 방송시장 개관 ··················································································· 206 1. 방송시장 매출액 ······················································································· 206 2. 방송 가입자 현황 ····················································································· 207 6 3. 광고 매출액 ······························································································ 208 4. 시청률 및 이용현황 ················································································· 210 5. OTT 서비스 현황 ····················································································· 213 제 2 절 방송시장의 구조 및 사업자 현황 ······················································ 214 1. 방송채널 시장의 구조 및 사업자 현황 ···················································· 215 2. 유료방송 시장의 구조 및 사업자 현황 ···················································· 217 3. OTT 시장 및 사업자 현황 ······································································· 222 [참고문헌] ···································································································· 224 제 8 장 항목별 조사국가 비교 ·········································································· 225 제 1 절 방송시장 규모 관련 비교 ·································································· 225 1. 방송시장 매출액 관련 ·············································································· 225 2. 광고시장 규모 관련 ················································································· 227 제 2 절 방송플랫폼 관련 비교 ······································································· 231 1. 방송 플랫폼 관련 ····················································································· 231 2. 유료방송 플랫폼 별 매출액 및 ARPU 관련 ············································ 236