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Over the Top (OTT) and Through the Middle (TTM) Video

Advertising, Subscription, Rental, and Sale Markets

Research Report

Pages
43
Deliverables
Released
2Q 2011
Product Code
RR-OTTX-11
Price
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Media experiences today are based on personalization, immediate gratification, and significant variety. Consumers are quickly becoming accustomed to expectations of everything, everywhere - driven by high performance mobile platforms and the increasing reach of Internet with adequate bandwidth to deliver audio and video. Customers under 30, as well as some customers in emerging markets, are heavily driven by social activity and the ability to interact with their friends around content. Over the Top (OTT) content providers have set the bar for the customer experiences on the web, and are rapidly translating those experiences to new devices, including mobile devices, tablets and TVs.

This study provides strategies for service providers (broadcast, cable, satellite and telco video service providers) to respond to over the top offerings. It describes worldwide OTT video services, including profiles of significant and unique OTT services and hybrid (traditional + Internet-delivered) video services and unique operator responses to OTT content. This report covers the worldwide markets (North America, Western Europe and Asia-Pacific) for OTT video services. It segments OTT video revenues by Subscription, PPV / Rental, Purchases, Advertiser-Supported and sponsored content.

What Questions Does This Report Answer?

  • How can operators respond to Over the Top Video Offerings?
  • How can operators improve experiences leveraging over the top video?
  • How can operators increase ARPU using Value Added Services?
  • Which over the top competitors will survive?
  • How does usage based billing for broadband respond to OTT threats?
  • What are the market share of Netflix, Apple, Google and Amazon for OTT revenues in 2010?
  • What are the breakdowns of OTT revenue for subscription, advertiser-supported, PPV/rental, sales and sponsored videos in 2010-2016?
  • What are the regional breakdowns for OTT revenue in North America, Western Europe and Asia-Pacific?

Who Needs This Report?

  • Service providers (Cable, Satellite, IPTV, Broadcasters)
  • Infrastructure hardware manufacturers (Cisco, Arris, Motorola, etc)
  • CPE hardware manufacturers (Pace, ADB, Samsung, etc)
  • OTT video providers (YouTube, iTunes, Netflix, Hulu)

Table of Contents

  • Executive Brief

  • Top Line Forecast
  • OTT Drivers
  • Inhibitors
  • Market Share
  • Summary and Strategic Recommendations

Section 1.
EXECUTIVE SUMMARY 1

Section 2.
OVERALL MARKET 2
2.1. Over The Top Competitors 2
2.2. Long Term Outlook 3

Section 3.
OVER THE TOP STRATEGIES FOR OPERATORS 4
3.1. Improved Experiences 4
3.2. Through the Middle - Alliances with Content Providers 4
3.3. Use your Assets 5
3.4. Improved Reach & Engagement - TV Everywhere / N-Screen Delivery 6
3.5. How real is a given Over the Top (OTT) Competitor? 7
3.6. Improved Advertising 8
3.7. Using Value Added Services to Increase ARPU 8
3.8. Defensive - Usage Based Billing 8
3.9. Defensive - Market QoS and QoE 9
3.10. Defensive - Regulation 9

Section 4.
STANDALONE OVER THE TOP SERVICES 11
4.1. Amazon Prime Subscription / Amazon 11
4.2. Alphaline Entertainment (Sears / Kmart / Rovi) 11
4.3. CinemaNow (Best Buy / Rovi) 11
4.4. Crane.TV (Switzerland) 12
4.5. DailyMotion 12
4.6. DivX TV (Rovi) 12
4.7. Film4oD (FilmFlex) 12
4.8. HBO Go (HBO) 12
4.9. Hulu 12
4.10. iPlayer (BBC) 13
4.11. iTunes (Apple) 13
4.12. LOVEFiLM 14
4.13. Netflix 14
4.14. Vevo 14
4.15. Vudu (Walmart) 14
4.16. Voddler Group (Sweden) 15
4.17. YouKu 15
4.18. YouView 15
4.19. YouTube (Content) 15

Section 5.
HYBRID OVER THE TOP SERVICES 17
5.1. HbbTV 17
5.2. Satellite VOD (DirecTV) 17
5.3. Sezmi 17
5.4. Connected TV Platforms 17

Section 6.
OVER THE TOP CONTENT / NETWORKS 19
6.1. Howcast 19
6.2. NCAA March Madness 19
6.3. MLB.tv 19
6.4. Revision3 19

Section 7.
SEARCHING / SORTING / DISCOVERY 20
7.1. Blinkx 20
7.2. Boxee 20
7.3. Clicker (acquired by CBS) 20
7.4. Fanhattan 20
7.5. Shufflr 21
7.6. YouTube (Browsing) 21
7.7. Operator Experience 21
7.8. AT&T U-verse (US) 21
7.9. BSkyB (UK) 21
7.10. Cablevision (US) 21
7.11. Comcast (US) 22
7.12. Free (France) 22
7.13. Time Warner Cable (US) 22
7.14. Verizon FiOS (US) 22
7.15. Virgin Media (UK) 22

Section 8.
MARKET FORECASTS 23
8.1. Definitions 23
8.2. Over the Top (OTT) Video 23
8.3. Subscription 23
8.4. PPV / Rental 23
8.5. Purchase 24
8.6. Advertising 24
8.7. Placement 24
8.8. Methodology 24
8.9. Worldwide (Regions Covered: North America, Western Europe, Asia-Pacific) Over the Top Forecasts 24
8.10. North American OTT Forecasts 28
8.11. Western Europe Over the Top Forecasts 30
8.12. Asia-Pacific Over the Top Forecasts 32
8.13. Over the Top Users and Streams 34

Section 9.
COMPANY DIRECTORY 36

Section 10.
ACRONYMS 37

Section 11.
LINKS TO RELATED RESEARCH 38
11.1. Scope of Study 42
11.2. Sources and Methodology 42
11.3. Notes 42




15 Tables

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1
Over the Top Revenue by Geography, World Market, Forecast: 2010 to 2016
2
North American Market Share by Vendor, North America, 2010
3
Over the Top Revenue by Geography, World Market, Forecast: 2010 to 2016
4
Over the Top Revenue by Business Model, World Market, Forecast: 2010 to 2016
5
Over the Top Revenue by Business Model, World Market, 2010
6
Over the Top Revenue by Business Model, North America, Forecast: 2010 to 2016
7
Over the Top Revenue by Business Model, North America, 2010
8
Over the Top Revenue by Business Model, Western Europe, Forecast: 2010 to 2016
9
Over the Top Revenue by Business Model, Western Europe, 2010
10
Over the Top Revenue by Business Model, Asia-Pacific, Forecast: 2010 to 2016
11
Over the Top Revenue by Business Model, Asia-Pacific, 2010
12
Over the Top Viewers, World Market, Forecast: 2010 to 2016
13
Over the Top Videos, World Market, Forecast: 2010 to 2016
14
Average Revenue Per User (Annually), World Market, Forecast: 2010 to 2016
15
Average Revenue Per Stream, World Market, Forecast: 2010 to 2016
17 Charts
  • Over the Top Revenue by Geography
  • North American Market Share by Vendor
  • Over the Top Revenue by Geography
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Revenue by Business Model
  • Over the Top Viewers
  • Over the Top Videos
  • Average Revenue Per User (Annually)
  • Average Revenue Per Stream
  • Over the Top Revenue by Geography World Market, Forecast: 2010 to 2016
  • North American Market Share by Vendor, North America, 2010