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市場調查報告書

OTT影片的新興國家市場:商業化戰略和今後5年的商機

OTT Video in Emerging Markets : Monetization Strategies and 5-Year Revenue Opportunity

出版商 Pyramid Research, Inc. 商品編碼 323800
出版日期 內容資訊 英文 94 Pages
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OTT影片的新興國家市場:商業化戰略和今後5年的商機 OTT Video in Emerging Markets : Monetization Strategies and 5-Year Revenue Opportunity
出版日期: 2015年02月07日 內容資訊: 英文 94 Pages
簡介

由於寬頻、基本設備的投資擴大,及網路速度、性能的改善等,不僅是已開發國家,新興國家也正逐漸產生OTT影片的新市場機會。OTT影片大部分附廣告,不過,收費OTT模式和混合型模式,TVoD(每次收費方式隨選影片)和SVoD(定期訂閱方式隨選影片)等也普及,新的收益來源登場。一般預期在新興國家市場的情況,SVoD契約數在2015∼2019年擴大到5倍以上。特別是中國,(免費/收費廣播的)混合方式預期成為市場成長的牽引角色,合計SVoD、TVoD雙方的OTT影片收益額,2015∼2019年累計達到188億美元,佔亞太地區、南美各國總金額的80%以上。其他,在俄羅斯和巴西,墨西哥也預期有大幅度的市場成長。同時,SVoD、TVoD服務要成功,在富有魅力的內容與已經投下大額資金的國內企業協作,將其經營模式適應收費內容是重要的。從收費電視的業者方面來看,除了自己負擔費用的OTT設備以外,與獨立型OTT服務整合也需要列入考慮之中。

本報告提供全球主要新興國家的OTT影片(OTT視訊)服務市場現狀和商業化戰略,今後的市場趨勢預測等相關分析,新興國家整體市場的普及情形,及市場規模的實際成果值、預測值(今後5年份),各地區、主要國家市場詳細趨勢,代表性企業的案例(最佳業務實踐、差異化策略等)的資訊彙整,為您概述為以下內容。

摘要整理

第1章 新興國家市場上OTT影片市場趨勢和商業化戰略

  • 定義:OTT影片的價錢及模式
  • 定義:OTT服務的供應商
  • 定義:網路時代的內容的提供
  • OTT服務供應商的課題與機會
  • 內容的採購
  • 盜版和費用徵收
  • 舊式寬頻所扮演的角色與行動通訊的市場機會
  • 收費電視業者的定位策略
  • OTT影片的收益化

第2章 各地區趨勢:SVoD及TVoD的需求規模、收益額預測

  • 預測主要的前提條件
  • 分析對象地區、國家
  • 新興國家市場:SVoD契約數量(各地區)
  • 新興國家市場:SVoD的家庭普及率(各地區)
  • 新興國家市場:收費OTT影片的收益額預測(各地區)
  • 對新興國家市場:收費電視的收費OTT影片的收益額

第3章 南美的OTT影片的市場機會、競爭環境、成功方式

  • OTT影片市場概要
  • SVoD契約數量的預測
  • 收費OTT影片的收益額預測
  • 市場主要趨勢
  • 墨西哥市場
  • 巴西市場
  • 案例研究(內容、夥伴關係、產業展望)
    • Netflix LATAM
    • Clarovideo

第4章 非洲、中東的OTT影片的市場機會、競爭環境、成功方式

  • OTT影片市場概要
  • SVoD契約數量的預測
  • 收費OTT影片的收益額預測
  • 市場主要趨勢
  • 南非市場
  • 沙烏地阿拉伯市場
  • 案例研究(內容、夥伴關係、產業展望)
    • OSN Go
    • iRokoTV

第5章 中東歐的OTT影片的市場機會、競爭環境、成功方式

  • OTT影片市場概要
  • SVoD契約數量的預測
  • 收費OTT影片的收益額預測
  • 市場主要趨勢
  • 俄羅斯市場
  • 案例研究(內容、夥伴關係、產業展望)
    • Ivi Russia

第6章 亞太地區新興國家的OTT影片的市場機會、競爭環境、成功方式

  • OTT影片市場概要
  • SVoD契約數量的預測
  • 收費OTT影片的收益額預測
  • 市場主要趨勢
  • 中國市場
  • 案例研究(內容、夥伴關係、產業展望)
    • LeTV

第7章 主要結論,與對OTT影片服務供應商的策略建議

  • 附錄
  • 分析對象企業
  • 資訊來源和相關調查
  • 關於Pyramid Research

圖表一覽

目錄
Product Code: TC0285MR

Summary

"OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity," a Research Report by Pyramid Research, analyzes the revenue potential of OTT video services across emerging markets in Africa and the Middle East, Asia Pacific, Central and Eastern Europe, and Latin America, identifying and mapping key OTT video players from local telcos and payTV providers to pure-play OTTs, and best practices for differentiation and OTT video monetization. The report provides 5-year projections for SVoD and TVoD accounts and revenue by region and for key countries including Brazil, China, Mexico, Russia, Saudi Arabia and South Africa. The analysis is built upon in-depth case studies of Netflix Latin America, Clarovideo, OSN Go, iRokoTV, Ivi Russia and LeTV.

Key Findings

The growing investment in broadband infrastructure, with the improvement in network speed and performance, has opened up new opportunities to provide video over IP, not only in more advanced, developed economies but also in emerging markets.

OTT video is mostly advertising-funded across emerging markets, but paid models are gaining traction within hybrid business models, whereby services offer free content to expand the user base, but at the same time position premium transactional video on demand (TVoD) and subscription video on demand (SVoD) content to generate additional revenue. In recent years, OTT business models entirely relying on advertising revenue streams have become difficult to sustain, given the high cost of content.

Across emerging markets, we expect SVoD accounts will increase more than five-fold between 2014 and 2019; the proliferation in China of hybrid models combining AVoD and SVoD will be a major driver for growth. The cumulative paid OTT revenue from SVoD and TVoD services is projected to be as much as US$18.8bn for the 2015-2019 period, over 80% of which will come from the emerging markets in Asia Pacific and Latin America. Among all emerging markets examined, China, Russia, Brazil and Mexico offer the most scale and growth potential over the next five years.

The opportunity to position SVoD and TVoD services successfully is stronger for local companies, provided that they have enough funding to invest in attractive content, and that they can deploy sustainable business models for paid content.

In spite of the growing importance of mobile, with increasing 4G take up, the bulk of OTT video usage will remain over fixed broadband networks, with WiFi representing a key enabler technology for nomadic usage on secondary screens.

In order to reinforce their market position, all pay-TV operators should consider aggregating third-party OTT services within the main service portfolio in addition to standalone OTT propositions.

Synopsis

The "OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity" report offers an in-depth examination of the OTT video market trends, ecosystems and business models in emerging regions, highlighting unique challenges to such market environments and best practices for effectively positioning OTT video propositions. The report provides demand and revenue forecast for subscription video on demand (SVoD) and transactional video on demand (TVoD) for Africa and the Middle East, Emerging Asia Pacific, Central and Eastern Europe and Latin America. Country-level forecasts are included for key markets including Brazil, China, Mexico, Russia, Saudi Arabia and South Africa.

The report is structured as follows:

Section 1: OTT Video Market Trends and Monetization Strategies in Emerging Markets ? Challenges and opportunities for OTT service providers, positioning strategies for pay-TV operators and effective business models for OTT video provisioning.

Section 2: SVoD and TVoD Demand and Revenue Outlook Across Emerging Markets ? Overview of forecast assumptions and covered countries and regions, review of SVoD accounts and paid OTT video revenue per region.

Section 3: OTT Video Opportunity, Competitive Landscape and Keys to Success in Latin America; including region-level market overview and trends as well as deep-dive analysis of the region's largest markets Brazil and Mexico and key players Netflix Latin America and Clarovideo.

Section 4: OTT Video Opportunity, Competitive Landscape and Keys to Success in Africa and the Middle East; including region-level market overview and trends as well as deep-dive analysis of Saudi Arabia and South Africa and key players OSN Go and iRokoTV.

Section 5: OTT Video Opportunity, Competitive Landscape and Keys to Success in Central and Eastern Europe; including region-level market overview and trends as well as deep-dive analysis of the region's largest market Russia and a key player Ivi Russia.

Section 6: OTT Video Opportunity, Competitive Landscape and Keys to Success in Emerging Asia Pacific; including region-level market overview and trends as well as deep-dive analysis of the region's largest market China and a key player LeTV.

Section 7: Key Takeaways and Strategic Recommendations for OTT Video Service Providers.

Reasons To Buy

The "OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity" report provides a comprehensive examination the nascent OTT video market opportunity to help executives make informed investment decisions, develop effective partnerships and optimize return on investment.

This report provides a five-year forecast of SVoD accounts and SVoD and TVoD revenues by region and for key countries across emerging regions to enable executives effectively position their companies for emerging trends in demand for OTT video and growth opportunities.

The report incorporates in-depth overview of key challenges and business model trends in the OTT video market across emerging markets and best practices for monetizing OTT video for stakeholders to develop competitive strategies as well as differentiation.

Table of Contents

  • Table of contents
  • Table of exhibits
  • Executive summary

Section 1: OTT Video Market Trends and Monetization Strategies in Emerging Markets

  • Definitions: OTT video pricing and models
  • Definitions: OTT service providers
  • Definitions: Content provision in the connected era
  • Challenges and opportunities for OTT service providers
  • Content procurement
  • Piracy and payments
  • The role of legacy broadband and the mobile opportunity
  • Positioning strategies for pay-TV operators
  • Monetizing OTT video

Section 2: SVoD and TVoD Demand and Revenue Outlook Across Emerging Markets

  • Key forecast assumptions
  • Regions and countries covered
  • Emerging markets: SVoD accounts by region
  • Emerging markets: SVoD penetration of households by region
  • Emerging markets: Paid OTT video revenue forecast by region
  • Emerging markets: Paid OTT revenue relative to pay-TV revenue

Section 3: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Latin America

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • Mexico: OTT video market overview
  • Mexico: Paid OTT video accounts and revenue forecast
  • Mexico: Key market trends
  • Brazil: OTT video market overview
  • Brazil: Paid OTT video accounts and revenue forecast
  • Brazil: Key market trends
  • Case studies:
  • Netflix LATAM: Content and partnerships and business outlook
  • Clarovideo: Content and partnerships and business outlook

Section 4: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Africa and the Middle East

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • South Africa: Paid OTT video accounts and revenue forecast
  • South Africa: Key market trends
  • Saudi Arabia: OTT video market overview
  • Saudi Arabia: Paid OTT video accounts and revenue forecast
  • Saudi Arabia: Key market trends
  • Case studies:
  • OSN Go: Content and partnerships and business outlook
  • iRokoTV: Content and partnerships and business outlook

Section 5: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Central and Eastern Europe

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • Paid OTT video accounts and revenue forecast
  • Russia: OTT video market overview
  • Russia: Paid OTT video accounts and revenue forecast
  • Russia: Key market trends
  • Case study:
  • Ivi Russia: Content and partnerships and business outlook

Section 6: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Emerging Asia Pacific

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • Paid OTT video accounts and revenue forecast
  • Key market trends
  • China: OTT video market overview
  • China: Paid OTT video accounts and revenue forecast
  • China: Key market trends
  • Case study:
  • LeTV: Content and partnerships and business outlook

Section 7: Key Takeaways and Strategic Recommendations for OTT Video Service Providers

  • Appendices
  • Companies mentioned
  • Sources and related research
  • About Pyramid Research

List of Figures

  • Ex 1: OTT Video Business Models
  • Ex 2: OTT Content Providers
  • Ex 3: OTT Content Provision for the Connected Household
  • Ex 4: OTT Video Challenges and Opportunities In Emerging Markets
  • Ex 5: OTT Video, Cost and Revenue Scenario (MGs)
  • Ex 6: Cost and Revenue Scenario (MGs Diluted, CPS)
  • Ex 7: Converging Content Propositions
  • Ex 8: Major Types of Streaming Content on Netflix
  • Ex 9: Home Video Content, Legal and Illegal in Emerging Markets
  • Ex 10: Broadband Penetration in Emerging Market Regions
  • Ex 11: Applications and Bandwidth Requirements
  • Ex 12: Key LTE Services for the Consumer Segment
  • Ex 13: LTE Subscribers by Region, 2013-2019
  • Ex 14: OTT/VoD Growing Usage, UK Benchmark
  • Ex 15: Telefonica, Unified Multi-Technology Global Video Delivery Platform (GVP)
  • Ex 16: OTT Strategic Options for Pay-TV Operators
  • Ex 17: SVoD Accounts by Region
  • Ex 18: SVoD Penetration of Households by Region
  • Ex 19: Paid OTT Video Revenue (SVoD and TVoD) By Region
  • Ex 20: Paid OTT Revenue (SVoD and TVoD) As a Percentage of Pay-TV Revenue
  • Ex 21: LATAM, Selected OTT Services
  • Ex 22: SVoD Growth in LATAM
  • Ex 23: OTT Revenue Opportunity in LATAM
  • Ex 24: Share of Paid OTT SVoD/TVoD Revenue, Brazil, Mexico and Rest of LATAM
  • Ex 25: Main OTT Video Service Providers in Mexico
  • Ex 26: Share of Paid OTT by Accounts
  • Ex 27: Mexico Paid OTT Accounts
  • Ex 28: Mexico OTT Revenue Opportunity
  • Ex 29: Cinepolis and Vudu Prepaid Cards in Mexico
  • Ex 30: Main OTT Video Service Providers in Brazil
  • Ex 31: Broadband Video Opportunity in Brazil
  • Ex 32: Brazil Paid OTT Accounts
  • Ex 33: Brazil OTT Revenue Opportunity
  • Ex 34: 4G Opportunity in Brazil
  • Ex 35: Netflix SVoD Service Pricing Across Markets, December 2014
  • Ex 36: Netflix Marketing Spend As % of Revenue
  • Ex 37: Netflix Partnership with Antel Uruguay
  • Ex 38: Netflix Prepaid Card in the US
  • Ex 39: Netflix Subscribers by Region 2014
  • Ex 40: Broadband Penetration of Households, 2013-2019
  • Ex 41: Clarovideo, Monthly Subscription Pricing
  • Ex 42: Clarovideo Footprint, December 2014
  • Ex 43: Clarovideo Smart TV Advertising
  • Ex 44: Clarovideo Colombia Discount Offer
  • Ex 45: Clarovideo Telmex Promotion, 2012
  • Ex 46: AME, Selected OTT/SVoDs
  • Ex 47: SVoD Growth in AME
  • Ex 48: OTT Revenue Opportunity in AME
  • Ex 49: AME OTT Market Potential, 2014 and 2019
  • Ex 50: South Africa OTT Video Service Providers
  • Ex 51: South Africa Paid OTT Accounts
  • Ex 52: South Africa OTT Revenue Opportunity
  • Ex 53: Fixed and Mobile Broadband Opportunity In South Africa
  • Ex 54: Saudi Arabia OTT Video Service Providers
  • Ex 55: Saudi Arabia Paid OTT Accounts
  • Ex 56: Saudi Arabia OTT Revenue Opportunity
  • Ex 57: Piracy Workarounds by Expat Segments
  • Ex 58: Wherever TV Channel Line Up
  • Ex 59: OSN Go by OSN Market, 2014
  • Ex 60: Promotional Material, OSN Go Partnership with Vodafone Qatar 4G
  • Ex 61: AME Smartphone Sales, 2014-2019
  • Ex 62: Film Production by Content Hub In 2013
  • Ex 63: iRokoTV Pricing (US$)
  • Ex 64: Nollywood Content on iRokoTV
  • Ex 65: Nigeria Android Smartphone Sales, 2014-2019
  • Ex 66: CEE, Selected OTTs
  • Ex 67: SVoD Growth in CEE
  • Ex 68: OTT Revenue Opportunity in CEE
  • Ex 69: Fiber Broadband in CEE
  • Ex 70: Fixed Broadband Download Speed, CEE Global Rankings
  • Ex 71: Russia OTT Video Service Providers
  • Ex 72: 2014 Share of Registered OTT Accounts
  • Ex 73: Russia Paid OTT Accounts
  • Ex 74: Russia OTT Revenue Opportunity
  • Ex 75: ARPU of Paid OTT Services
  • Ex 76: The OTT/Telco Partnership Value
  • Ex 77: Ivi Unique Monthly Viewers by Platform
  • Ex 78: Ivi TVoD Vs SVoD Pricing
  • Ex 79: Ivi's Main Content Partners
  • Ex 80: Smartphone Shipments in Russia, 2010-2014
  • Ex 81: Monthly Views on Non-Pc Devices, 2011-2013
  • Ex 82: Emerging APAC, Selected OTT/SVoDs
  • Ex 83: SVoD Growth in Emerging APAC
  • Ex 84: OTT Revenue Opportunity in Emerging APAC
  • Ex 85: LTE in Emerging APAC
  • Ex 86: China, Content Partnerships of Top 5 OTT Video Service Providers
  • Ex 87: China Paid OTT Accounts
  • Ex 88: China OTT Revenue Opportunity
  • Ex 89: Challenges and Opportunities for Paid OTT Video in China
  • Ex 90: LeTV Subscription Pricing
  • Ex 91: Hours of Video Viewed, Jul-Aug 2014
  • Ex 92: NBA on LeTV
  • Ex 93: LeTV SmarTV 84
  • Ex 94: LeTV Profit and Revenue, 2012-2013
  • Ex 95: LeTV Month-End Stock Price, 2014
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