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市場調查報告書

培養數位影片的觀眾:亞洲的行動影片服務市場

Building Digital Audiences: Mobile Video Services for Asia

出版商 Ovum, Ltd. 商品編碼 355522
出版日期 內容資訊 英文 18 Pages
商品交期: 最快1-2個工作天內
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培養數位影片的觀眾:亞洲的行動影片服務市場 Building Digital Audiences: Mobile Video Services for Asia
出版日期: 2015年11月04日 內容資訊: 英文 18 Pages
簡介

亞洲各國線上影片市場迎接成熟期,2016年起Netflix服務也開始了。摸索進入市場的線索的企業,現在也要馬上進入行動階段。另一方面,在亞洲仍以像YouTube的AVOD (附廣告、免費影片播送) 為中心,以及市場規模也停留在傳統(附廣告)的電視廣播的數分之一。儘管如此,今後SVOD (定額制、收費影片播送) 也會在亞洲發展,認為將能提供歐美系內容和國產內容平衡良好的節目。因此,僅從全球蒐集內容是不足的。

本報告提供(行動設備主體的) 亞洲各國的OTT影片播送的市場相關分析,市場現狀 - 目前利用習慣,影片播送方式、內容程序庫相關各企業的定位等 - ,及今後的成長可能性,各企業的市場開拓的方法,今後的市場發展的教訓等相關調查與考察。

第1章 摘要

  • 概要
  • Ovum的見解
  • 建議

第2章 市場現狀

  • 亞洲:行動設備優勢的OTT影片市場
  • 亞洲的OTT影片市場現在,充分沒發展斷

第3章 市場動態

  • 摸索亞洲的線上影片市場的振興策略的新加入企業

第4章 市場展望

  • 必須構築以國內觀眾為中心的影片服務

第5章 附錄

  • 分析方法
  • 相關調查
  • 著者

圖表一覽

目錄
Product Code: ME0002-000618

The Asian online video market is ripe for development and, with Netflix gearing up for a mass Asian launch in 2016, those looking to get an early foothold need to act now. This report examines a number of approaches to the mobile-first Asian OTT video market, analyzes their market positioning - both in terms of their delivery mode and content library - and explores the lessons that can be learned.

Highlights

  • The dominance of free AVOD services and YouTube in the Asian OTT video market means that there is still advertising revenue to be made through MCN initiatives. But this will continue to represent just a tiny proportion of income generated from traditional TV advertising.
  • Ovum believes that the key to producing a truly attractive SVOD offering in Asian markets is to strike a balance between premium Western-produced content and more localized video. It is not enough to merely offer a library of global content.
  • Compare four different approaches to the mobile-first Asian online video market.
  • Learn how broadcasters, telcos, and content owners are approaching the Asian online video market.

Features Benefits

  • Compare four different approaches to the mobile-first Asian online video market.
  • Learn how broadcasters, telcos, and content owners are approaching the Asian online video market.

Questions Answers

  • What are the contributing factors driving Asian consumers to mobile viewing?
  • What challenges face those looking to monetize the Asian online video market?
  • How have selected players sought to conquer the challenges posed by the Asian online video market?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Recommendations

2. Market status

  • Asia is a mobile-first OTT video market
  • Asian OTT video markets are currently under-monetized

3. Market dynamics

  • New players seek to stimulate the Asian online video market

4. Market outlook

  • Local audiences must be placed at the heart of video services

5. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: Asia Pacific, mobile connections by generation, 2013-20
  • Figure 2: Asia Pacific and North America, active mobile handsets as OTT video devices, 2012-19
  • Figure 3: OTT digital video revenue, by region, 2015
  • Figure 4: Asia Pacific and North America, active OTT video devices, 2012-19
  • Figure 5: Chicken Pork Adobo site landing page
  • Figure 6: The HOOQ app has an inbuilt bandwidth indicator to aid the viewing experience
  • Figure 7: The iflix branding mirrors the color scheme of international incumbent Netflix
  • Figure 8: Content distribution deals secured by iflix in 2015 focus on Western content
  • Figure 9: Viddsee Buzz homepage shows shareable film-based articles with “lock lines”
  • Figure 10: Emerging Asia countries, proportion of mobile and fixed connections classed as standard broadband or higher, 2014
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