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市場調查報告書

全球OTT市場分析·預測 ∼2020年:企業·策略

World OTT Markets: Markets & Forecasts up to 2020 Markets - Players - Strategies

出版商 IDATE DigiWorld 商品編碼 336710
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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全球OTT市場分析·預測 ∼2020年:企業·策略 World OTT Markets: Markets & Forecasts up to 2020 Markets - Players - Strategies
出版日期: 2016年07月05日 內容資訊: 英文
簡介

本報告依各地區·服務種類別提供全球OTT市場趨勢調查,提供您上網服務及各種服務的利用相關趨勢及詳細資料,各地區·服務種類的收益變化與預測,主要OTT的措施·案例研究等報告及資料庫,為您概述為以下內容。

第1章 摘要整理

第2章 調查手法

第3章 主要網際網路相關趨勢

  • 主要OTT的多樣化:不同的資產·同樣的目標
  • 部分OTT服務仰賴更多個人資料
  • 大型網路的每位用戶網路業務收益:差距大
  • Facebook:透過行動服務產生收益來領導市場
  • 儘管收益成長,部分OTT的淨利虧損
  • 收購優良企業
  • 共享經濟的主要新興企業:網際網路大廠發現價值
  • 大型網路企業打入共享經濟
  • 行動廣告定位雖然利用率增加但目前仍是負成長
  • 大型網路企業擴張到各種產業部門
  • 法律制度的變化預測等

第4章 主要網際網路相關企業:Google·Facebook·Apple·Amazon

  • Google:Alphabet的重組
  • Facebook:以行動廣告維持大幅成長
  • Amazon.com:收益穩定,但淨利水準低或虧損
  • Apple:行動設備銷售額佔收益大半

第5章 線上搜尋

  • 線上搜尋:預計將透過穩定成長來引導廣告收益
  • Google:世界性領導者

第6章 雲端

  • 雲端:大幅提升收益,OTT的主要收益推進因素
  • 首位公司的市場佔有率競爭

第7章 通訊

  • 通訊服務:預測成長但程度緩慢
  • 最受歡迎的通訊服務也是平台策略的一部分等

第8章 電子商務

  • 電子商務:在行動商務的成長支持下,今後也預測成長
  • 本土化特別重要
  • 通訊業者·OTT經營者:手機付款的不同方法

第9章 社群網路

  • 社群網路:預計不同地區將展現多元化
  • Facebook為主流·不同地區也有部分偏差

第10章 OTT視訊

  • OTT視訊:美國持續主導成長
  • 美國:全球最大的VOD市場
  • 英國:歐洲的領導者

第11章 線上遊戲

  • 線上電腦遊戲的市場規模預測
  • PC遊戲市場:被區分為大規模群組

第12章 收費行動應用程式

  • 收費行動應用程式:亞太地區的收益為主流
  • 免費·App內收費模式:受歡迎的應用程式主流

第13章 線上廣告

  • 線上廣告:美國來推動成長·擴大到行動
  • Google雖為主流但Facebook的行動廣告也不落其後

第14章 RTB

  • RTB:領導廣告部門的成長

圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄
Product Code: M16145B

This yearly observatory - report and dataset- provides a comprehensive worldwide and regional/country level market value database covering all principal OTT services for the period of 2010 to 2020.

  • Markets covered: Internet access and usage, search, social, mobile, video, e-commerce, communication, cloud, digital contents and online games.
  • The above markets are also dissected from a business model angle, to include both paid revenues and advertising revenues from display formats including RTB
  • 7 regions and 15 countries covered: World, Europe, EU5, APAC; LATAM, Middle East/Africa, North America, Brazil, China, France, Germany, India, Italy, Japan, Russia, South Africa, South Korea, Spain, Switzerland, Turkey, UK, USA
  • The total telco services market is also provided as a means of comparison with the OTT services market

Case studies of the principal Internet players (Amazon, Apple, Facebook, Google), including their acquisition and platform strategies are looked into, whilst also looking at other major players and trends to emerge, such sharing economy players (Airbnb/Uber) and impacts on regulation, and a look at players' financials. A detailed analysis of the dynamics of each OTT market is provided, including the key players, competition levels and IDATE's perspectives and outlook.

Table of Contents

1. Executive summary

  • 1.1. World OTT services market to surpass 620 billion EUR in 2020
  • 1.2. Cloud dominates the paid OTT market, search in the advertising OTT market
  • 1.3. While some OTT markets see total dominance, others see fierce competition
  • 1.4. Total OTT service market gaining on telco service revenue
  • 1.5 Some of the major trends going into 2016

2. Methodology

  • 2.1. List of indicators by country
  • 2.2.Sources

3. Key Internet trends

  • 3.1. The diversification of major OTTs; different assets, same goals
  • 3.2. Some OTT services are more reliant on personal data than others
  • 3.3. Large differences in Internet services per-user revenues for the Internet giants
  • 3.4. Facebook stands out leader for revenue generation through mobile services
  • 3.5. Despite revenue growth, some OTTs post negative net income
  • 3.6. 2014 was a year of high profile acquisitions - but has now settled down
  • 3.7. Top sharing economy startups being valued among top Internet companies
  • 3.8. Internet giants also making moves into sharing economy
  • 3.9 Mobile ad blocking usage is increasing but remains relatively minor for now
  • 3.10 Internet giants are expanding into various verticals...
  • 3.11 ... with their dedicated strategies to enhance their revenues
  • 3.12. Late 2015 to early 2016 saw plenty of moves from a regulatory perspective

4. Internet player focus: Google, Facebook, Apple & Amazon

  • 4.1. Google: The restructuring to Alphabet, to become a digital conglomerate
  • 4.2. Facebook: Continuing impressive growth in mobile ads
  • 4.3. Amazon.com: Low or negative net income despite strong revenue
  • 4.4. Apple: Mobile device sales dominate revenues, digital content accounts for 5%

5. Online search

  • 5.1. Online search will maintain steady growth and lead advertising revenues
  • 5.2. Google global leader, with other regional leaders in some markets

6. Cloud

  • 6.1. Cloud to continue its impressive growth, and is the main OTT revenue driver
  • 6.2. Some big names battling for top shares, leaving the rest behind

7. Communication

  • 7.1. Communication services will grow but revenue generation is moderate
  • 7.2. Even the most popular communication services are part of the platform strategy
  • 7.3. Today sees various strategic positionings by the telcos in answer to OTTs

8. E-commerce

  • 8.1. E-Commerce will continue to grow aided by the growth in m-commerce
  • 8.2. Localisation particularly important in e-commerce
  • 8.3. Telcos and OTT players show different approaches to mobile payment

9. Social networks

  • 9.1. Social Networks will continue to see diversified models depending on region
  • 9.2. Facebook reigns supreme, with some local variants

10. OTT video

  • 10.1. OTT Video to continue its US-lead growth
  • 10.2. The United States: the largest VOD market worldwide
  • 10.3. The United Kingdom: the market leader in Europe

11. Online Gaming

  • 11.1. The online computer game market will reach 20 billion EUR in 2020
  • 11.2. The PC game market is segmented into several large families

12. Paid mobile applications

  • 12.1. Paid mobile applications dominated by APAC revenue generation
  • 12.2. Free and in-app models dominate the popular apps

13. Online advertising

  • 13.1. Online advertising to grow pushed by the US and extension into mobile
  • 13.2. Google dominates overall but Facebook catching up in mobile ads

14. RTB

  • 14.1. RTB continued to lead the growth in the advertising sector

Tables and Figures

Executive summary

  • Figure 1: World OTT services market, 2010-2020
  • Figure 2: Evolution of fixed and mobile Internet penetration worldwide, 2010-2020
  • Figure 3: Breakdown of OTT paid service revenues, 2016 and 2020
  • Figure 4: Breakdown of OTT ad funded revenues, 2016 and 2020
  • Figure 5: Comparison of global telco and OTT service market revenues, 2010-2020
  • Figure 6: Regional breakdown of telco and OTT service market revenues, 2020

3. Key Internet trends

  • Figure 7: Major OTTs diversifying into various service domains
  • Figure 8: Estimated annual per-user revenue for digital content worldwide, 2011-2015
  • Figure 9: Share of revenues generated through mobile services, as a % of total revenues, 2011-2015
  • Figure 10: Revenue generated through mobile services, 2011-2015
  • Figure 11: Ratio of CAPEX over revenue for select OTTs, 2010-2015
  • Figure 12: Ratio of net income over revenue for select OTTs, 2010-2015
  • Figure 13: Focus Twitter, revenue and ratio of net income over revenue, 2010-2015
  • Figure 14: List of high-profile tech acquisitions
  • Figure 15: High-tech acquisitions by Facebook, Amazon, Google and Apple
  • Figure 16: Top Internet companies by market cap as of May 2016, together with top Internet startup valuations
  • Figure 17: Amazon smart home offering (Echo and DRS)

4. Internet player focus: Google, Facebook, Apple & Amazon

  • Figure 18: Google total and ads revenue breakdown, 2009-2015
  • Figure 19: Facebook total and ads revenue breakdown, 2009-2015
  • Figure 20: Share of advertising revenue between fixed and mobile, 2012-2015
  • Figure 21: Amazon Net Sales 2010-2015
  • Figure 22: Amazon Net Income and Net Operating Cash Flow2010-2015
  • Figure 23: Breakdown of net sales of Apple products, 2011-2015

5. Online search

  • Figure 24: Search advertising revenues worldwide and regional breakdown, 2010-2020
  • Figure 25: Global online advertising revenues breakdown in terms of advertising formats (display, search, other), 2010-2020
  • Figure 26: Effect of national control in China on Google
  • Figure 27: Global and select countries' search engine market shares, based on searches conducted, May 2016

6. Cloud

  • Figure 28: Cloud revenues worldwide and regional breakdown, 2010-2020
  • Figure 29: Most popular cloud storage services for SMEs
  • Figure 30: Cloud Infrastructure services market share evolution, 2013 to 2015

7. Communication

  • Figure 31: OTT communication revenues worldwide and regional breakdown, 2010-2020
  • Figure 32: Active users of messaging / chat / VoIP services
  • Figure 33: WeChat integrates various Tencent services for its platform
  • Figure 34: Orange France: unlimited SMS + 2 hours free call for mobile
  • Figure 35: Go SURF plans from Globe Telecom in Malaysia
  • Figure 36: Vodafone's VoLTE/RCS strategy

8. E-commerce

  • Figure 37: E-commerce revenues worldwide and regional breakdown, 2010-2020
  • Figure 38: M-commerce revenues and its percentage of e-commerce, 2010-2020
  • Figure 39: Leading e-Commerce platforms worldwide based on revenue
  • Figure 40: Chinese e-commerce market share, 2015

9. Social networks

  • Figure 41: Social networks revenues worldwide and regional breakdown, 2010-2020
  • Figure 42: Social network revenue, paid vs advertising share, 2020
  • Figure 43: World Map of Social Networks, and also of those in second place
  • Figure 44: Active users by social platform

10. OTT video

  • Figure 45: OTT video revenues worldwide and regional breakdown, 2010-2020
  • Figure 46: OTT video revenue, paid vs advertising share, 2020
  • Figure 47: United States' market share for the various types of VOD service and pay-TV worldwide, 2015
  • Figure 48: Breakdown of the United States' video-on-demand revenues by type of service, 2015
  • Figure 49: The UK's market share for the various types of VOD service and pay-TV in Europe, 2015
  • Figure 50: Subscriber growth for the three major SVOD services in the United Kingdom

11. Online Gaming

  • Figure 51: Global online computer games, in value, 2016-2020
  • Figure 52: Types of games on personal computers

12. Paid mobile applications

  • Figure 53: Paid mobile apps revenues worldwide and regional breakdown, 2010-2020
  • Figure 54: Paid mobile applications annual revenue per mobile Internet user, 2010-2020
  • Figure 55: Top smartphone apps in USA, 2015
  • Figure 56: Worldwide Mobile App Store Revenue format breakdown, 2010-2020

13. Online advertising

  • Figure 57: Online advertising revenues worldwide and regional breakdown, 2010-2020
  • Figure 58: Mobile advertising revenues worldwide and as a share of online adverting revenues, 2010-2020
  • Figure 59: Player shares of online advertising revenue, 2015
  • Figure 60: Player shares of mobile advertising revenue, 2015

14. RTB

  • Figure 61: RTB revenues worldwide and regional breakdown, 2010-2020
  • Figure 62: RTB revenues worldwide and as a share of display advertising revenues, 2010-2020

Database structure

Geographic coverage

Europe

  • France
  • Germany
  • Italy
  • Spain
  • Russia
  • Switzerland
  • Turkey
  • United Kingdom

Americas

  • United States
  • Brazil

Asia/Pacific

  • China
  • Japan
  • South Korea
  • India

Africa/Middle-East

  • South Africa

Indicators by country

Access indicators

  • Internet subscribers (millions)
    • Internet density
  • Fixed Internet users (millions)
    • Fixed Internet penetration
  • Mobile subscribers (millions)
    • Mobile density
  • Mobile Internet users (millions)
    • Mobile Internet penetration

Online advertising revenues

  • Annual growth rate
  • Display revenues (million EUR)
    • Of which RTB revenues (million EUR)
  • Search revenues (million EUR)
  • Other online advertising revenues (million EUR)

Social Networks

  • Total social networks revenues (million EUR)
  • Social networks paid revenues (million EUR)
  • Social networks advertising revenues (million EUR)

Mobile

  • Total mobile revenues (million EUR)
  • Paid mobile application revenues (million EUR)
  • Mobile advertising revenues (million EUR)

OTT on demand video

  • Total OTT on demand video revenues (million EUR)
  • OTT video paid revenues (million EUR)
  • OTT video advertising revenues (million EUR)

OTT communication

  • OTT communication revenues (million EUR)

Cloud

  • Cloud revenues (million EUR)

E-commerce

  • E-commerce revenues (million EUR)
    • Of which M-commerce revenues (million EUR)
    • Share of M-commerce

Online gaming

  • Online gaming revenues (million EUR)

Population

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