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Thursday, 20 March 2014

OTT Video Market Attractiveness Index Worldwide Country Rankings, Market Drivers and Positioning Strategies

The demand for video content in multiple formats (SD and HD), in multiple modes (VoD, linear and time-shift) and on multiple devices has emerged strongly in the past three to four years. OTT video has grown globally both as an alternative and as a complement to established pay-TV platforms. The growing investment in broadband infrastructure has at the same time opened up new opportunities to provide video over IP, not only in more advanced, developed economies but also in emerging markets. As a result, OTT video has become a truly global trend.

Pyramid Research believes that OTT video services are set for significant growth worldwide and that in the long term there is a significant opportunity for pay-TV operators, telecom operators and other providers to profit from such services. For pay-TV operators, OTT video has become an important alternative to the established cable TV, DTH and IPTV platforms. OTT is so prominent that today the majority of pay-TV and telecom operators have an OTT strategy in place. The strength of the OTT video opportunity will vary depending on contextual factors, which must be weighted by different regions and countries globally.

In order to assess the strength of the OTT video opportunity in each market, Pyramid Research has developed especially for this study the proprietary OTT Video Market Attractiveness Index. The Index shows an overall level of market attractiveness that can be easily used to pinpoint how any market across the world fares on a variety of issues, from broadband infrastructure to pay-TV market dynamics, content licensing and regulatory frameworks.

The index is a composite of a total of three subindexes - OTT Readiness, OTT Intensity and Local Factors - that incorporate 11 country-level indicators ranging from broadband-connected households to pay-TV revenue and ease of doing business. The Index rankings amalgamate the scores of the three subindexes. The diversity of data used to construct the Index makes it possible to identify which markets globally can be most appealing to OTT providers, and to understand the socioeconomic strengths and weaknesses that boost or burden the OTT opportunity in each. The index results are grouped around a number of key themes, which are discussed and analyzed in order to explain how the OTT video opportunity is taking shape across different global markets.

The OTT Video Market Attractiveness Index and this Report are aimed at all companies - pay-TV operators, telecoms, pure play OTTs and investors - interested in identifying and assessing opportunities to deploy OTT video services. 

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The Report is structured in four main parts:

Section 1 explains the methodology used in the Index, with a look at the countries covered, the composition of the index, the data sources used, the index scores and category distribution, as well as the subindex and indicator breakdown.
Section 2 is a strategic analysis of the results of the OTT Video Market Attractiveness Index. The analysis focuses on four key themes emerging from the results of the OTT Readiness, OTT 
Intensity and Local Factors subindexes:

The importance of addressing large broadband markets to build scalable businesses.
The factors guiding the formation of online video audiences.
The drivers behind the revenue opportunity in different markets.
The role of content licensing and regulatory frameworks in the viability and success of OTT initiatives.
Section 3 is a strategic analysis of the emerging-markets results of the OTT Video Market Attractiveness Index. This section is a deep dive into the key drivers behind the uptake of OTT video services in emerging markets. As in the case of the global results section, this analysis focuses on a number of key themes. These are, on the supply side, the size of the broadband market and the performance of broadband networks, and on the demand side, the size and growth potential of the pay-TV markets and the demand for content on connected devices and second screens. Finally, this section discusses the role of 4G mobile broadband and the impact of mobility on the uptake of OTT video in emerging markets.

Section 4 provides key takeaways of the Index rankings. Among the points discussed, this section highlights the importance of addressing large broadband and pay-TV markets and focusing on the markets, countries and regions where the most attractive online video audiences are forming. It then discusses the revenue opportunity, as it varies depending on market maturity, the potential to derive value from premium content and the availability of superfast broadband and 4G. Finally, country-level content and regulatory frameworks are discussed as key enablers of OTT video.

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Key finding

The hlights and the implications of the Index results include:

Large markets - primarily China, Russia, Mexico and Brazil among emerging markets, and the US and Japan among developed markets - will provide the most attractive opportunities for OTTs.
Across all markets, emerging and developed, it is the larger broadband and pay-TV markets that offer the greatest digital audiences and the best opportunities for OTTs. China will remain by far the largest OTT video market globally in user terms, although in the foreseeable future the US will maintain its global leadership in revenue terms.
Whereas emerging markets will take the largest share of legal and illegal online video audiences, mature markets will retain the largest share of OTT revenue.
Given the low margins in the OTT video business, revenue growth will depend not only on a scalable business model but also on the ability to obtain and market premium content effectively.
Mature markets, where subscription and transactional OTT services are more viable, will typically present a stronger revenue opportunity than many emerging markets, where advertising-funded services are more common.
A key strength of OTT video lies in the opportunity it provides to target multiple markets that are linguistically uniform and culturally close, enabling OTTs to move beyond country borders and target regional and even global audiences.
Digital content release windows, regulatory frameworks and other local factors such as the extent of piracy and OTT taxation all matter greatly to the success of OTT businesses.
In developed markets, transactional VoD release windows are getting closer to the DVD release, making it more viable for OTTs to develop attractive video libraries and compete with other providers. In some emerging markets, stronger enforcement of anti-piracy legislation offers hope to legal providers.
Key questions answered

In which markets are the prospects for OTT video services the strongest?
Which factors make a market attractive to an OTT service?
What are the key drivers behind the uptake of OTT video services in emerging markets?
Which factors guide the formation of online video audiences?
Should a new OTT player start small and build a scalable business or immediately address large broadband markets?
What are the drivers behind the revenue opportunity in different markets?
How important is the role of content licensing and regulatory frameworks in the viability and success of OTT initiatives?
Audiences Audiences

Fixed telecom network operators
Mobile network operators
OTT service providers
Pay-TV operators
Content providers and aggregators
Device manufacturers
App developers


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