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

Advertising, Subscription, Rental, and Sale Markets

Research Report

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.

Table of Contents

  • Top Line Forecast
  • OTT Drivers
  • Inhibitors
  • Market Share
  • Summary and Strategic Recommendations
  • 1. EXECUTIVE SUMMARY 1
  • 2. OVERALL MARKET 2
    • 2.1. Over The Top Competitors 2
    • 2.2. Long Term Outlook 3
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 9. COMPANY DIRECTORY 36
  • 10. ACRONYMS 37
  • 11. LINKS TO RELATED RESEARCH 38
    • 11.1. Scope of Study 42
    • 11.2. Sources and Methodology 42
    • 11.3. Notes 42

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

Charts

  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
  4. North American Market Share by Vendor
  5. Over the Top Revenue by Geography
  6. Over the Top Revenue by Business Model
  7. Over the Top Revenue by Business Model
  8. Over the Top Revenue by Business Model
  9. Over the Top Revenue by Business Model
  10. Over the Top Revenue by Business Model
  11. Over the Top Revenue by Business Model
  12. Over the Top Revenue by Business Model
  13. Over the Top Revenue by Business Model
  14. Over the Top Viewers
  15. Over the Top Videos
  16. Average Revenue Per User (Annually)
  17. Average Revenue Per Stream