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市場調查報告書

亞太地區的OTT視訊市場:4G網路在多樣市場上促進OTT成長

OTT Video in Asia-Pacific: 4G Networks to Boost OTT Growth across Diverse Markets

出版商 Pyramid Research, Inc. 商品編碼 343029
出版日期 內容資訊 英文 48 Pages
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亞太地區的OTT視訊市場:4G網路在多樣市場上促進OTT成長 OTT Video in Asia-Pacific: 4G Networks to Boost OTT Growth across Diverse Markets
出版日期: 2015年10月30日 內容資訊: 英文 48 Pages
簡介

亞太地區的OTT視訊市場,由於人口統計、經濟要素和通訊情形,而有大幅不同。收費電視、固定寬頻、行動寬頻等普及率高的市場,希望看到堅固創新的OTT生態系統。

本報告提供亞太地區的OTT視訊市場相關調查分析、OTT服務概要、各地區市場分析、中國的OTT市場概要、案例研究等相關的系統性資訊。

OTT視訊市場:分類法、經營模式、內容的提供

  • OTT視訊的定價與經營模式
  • OTT服務供應商
  • 連網型時代中內容的提供
  • 多樣的亞太地區市場上的OTT服務供應商的課題與機會

亞太地區的OTT視訊市場:概要、市場比較、供應商、機會

  • 亞太地區的OTT視訊市場
  • OTT視訊市場魅力指數
  • OTT視訊市場魅力指數的結果
  • OTT服務供應商簡介
  • OTT經營模式和定價方法
  • OTT供應商的摘要
  • OTT行動的機會

中國的關注的OTT市場:概要、預測、趨勢

  • 中國:OTT視訊市場概要
  • 中國:固定收費OTT視訊的帳號數、收益預測
  • 中國:主要的市場趨勢

市場詳細內容:案例研究

  • 中國:LeTV
  • 印度:BigFlix
  • 印尼:Genflix
  • 新加坡:Toggle
  • 韓國:Pooq

主要的結論與建議

附錄

圖表

目錄
Product Code: TC0027IR

Summary

OTT video markets in Asia-Pacific differ largely due to demographic and economic factors and the telecom landscape. Markets with high adoption rates of pay-TV, fixed broadband and mobile broadband see the most robust and innovative OTT ecosystems. In South Korea and Singapore, where smartphone and pay-TV penetration rates exceed 80%, there are OTT services that function as linear and SVoD TV-everywhere complements to traditional pay-TV services. These have evolved either through telecom operators or pay-TV providers offering an OTT service themselves, for example Hooq from Singtel, or through broadcasters leveraging their assets on the Internet, like Pooq from South Korea's terrestrial broadcasters or Toggle from FTA providers in Singapore. OTT services in both markets see heavy traffic from mobile networks. Markets with low pay-TV penetration, low broadband penetration or low smartphone penetration see lower levels of OTT adoption and simpler services.

Key Findings

Best practices from Asia-Pacific providers show how important hybrid models are to success in OTT video. OTT providers in markets that score lower on the Readiness and Intensity sections of the Pyramid Research OTT Video Market Attractiveness Index should consider focusing on AVoD before introducing SVoD and TVoD services.

The importance of mobile service in Asia-Pacific should not be underestimated: in emerging Asia, mobile networks offer a way to expand the addressable OTT market, while Wi-Fi represents a key enabler technology for nomadic usage in developed Asia.

Pure-play OTT players and telecom operators should seek to partner in order to create value. Operators can differentiate themselves better and increase customer loyalty by using an OTT service; for pure-play OTTs, meanwhile, partnering with operators can boost customer acquisition by exposing households to the service via pre-established customer relationships.

Media companies should repackage their content into OTT services in order to leverage their cost advantages and to future-proof their business as media consumption increasingly comes from online sources.

In light of lower-income households getting connected globally, pay-TV and telecom operators in APAC should look at addressing this segment by launching a low-cost, stand-alone and mobile-focused OTT video service packed with relevant content. This would significant expand the operator's addressable market and have the indirect benefit of reducing online piracy.

Synopsis

‘OTT Video in Asia-Pacific: 4G Networks to Boost OTT Growth across Diverse Markets,' a Telecom Insider Report by Pyramid Research, analyzes the market for over-the-top (OTT) video services in Asia-Pacific. It provides both an overview of the existing situation with current trends and a detailed look at select service providers and markets. Examples are provided from Asia-Pacific markets of all types.

The report is organized as follows:

  • The OTT video market: This section provides a general analysis of OTT services, including a taxonomy and a look at business models and content provision as relevant to APAC markets.
  • OTT video in Asia-Pacific: This section examines more specifically the region's markets, including pay-TV and smartphone penetration, common business models, pricing schemes and OTT service provider types. The section also provides results from the Pyramid Research OTT Video Market Attractiveness Index, comparing the main OTT markets on infrastructure, demand and socioeconomic factors, and profiles a number of OTT service providers.
  • China OTT market focus: This section analyzes the largest addressable OTT video market globally, exploring the largest OTT players, providing market and revenue forecasts and identifying key market trends.
  • Case studies: This section comprises five case studies to identify best practices and to look more closely at some of the factors that drive markets.
  • Key findings and recommendations: This section provides the report's findings on OTT video markets in Asia-Pacific, along with Pyramid Research's recommendations for telecom operators, mobile operators, pure-play OTT players, broadcasters, pay-TV providers and media companies.

Reasons To Buy

Provides a comprehensive, detailed understanding of over-the-top video (OTT) services in the diverse pay-TV markets of the Asia-Pacific region.

Includes analysis on the pricing strategies, business models and the great variety of OTT service providers, looking in particular at the various challenges and opportunities facing them, with examples from OTT providers throughout the region.

To highlight the APAC region's most attractive OTT markets, it draws on Pyramid Research's OTT Video Market Attractiveness Index, which ranks markets globally based on infrastructure, demand and socioeconomic factors.

A section on the OTT market in China offers particular insight into that market, including an overview, revenue forecasts and an examination of growth drivers and inhibitors.

Offers an overview of the actionable analysis of trends offers a wider perspective, while its case studies of five OTT providers in Asia-Pacific provide a resource for more detailed planning.

Includes section of key findings and recommendations extracts the crucial forward-looking trends in OTT to allow OTT pure plays, pay-TV operators, broadcasters, telecom network operators, media companies, IT vendors and regulators to develop effective longer-term OTT strategies.

Boasts of high presentation quality that allows it to be turned into presentable material immediately, for an executive-level audience.

Table of Contents

  • OTT video market: Taxonomy, business models and content provision
    • OTT video pricing and business models
    • OTT service providers
    • Content provision in the connected era
    • Challenges and opportunities for OTT service providers in the diverse APAC markets
  • OTT video in Asia-Pacific: Overview, market comparisons, providers and opportunities
    • The OTT video market in Asia-Pacific
    • Pyramid Research OTT Video Market Attractiveness Index
    • OTT Video Market Attractiveness Index results
    • OTT service provider profiles
    • OTT business models and pricing methods
    • OTT provider summaries
    • OTT mobile opportunity
  • China OTT market focus: Overview, forecasts and trends
    • China: OTT video market overview
    • China: Fixed paid OTT video accounts and revenue forecast
    • China: Key market trends
  • Market details: Case studies
    • China: LeTV
    • India: BigFlix
    • Indonesia: Genflix
    • Singapore: Toggle
    • South Korea: Pooq
  • Key findings and recommendations
  • Appendices
    • OTT Video Market Attractiveness Index composition and methodology
    • OTT Video Market Attractiveness Index countries covered
    • Acronyms and definitions

List of Tables

  • Exhibit 1: OTT video business models
  • Exhibit 2: Types of OTT providers
  • Exhibit 3: OTT content provision for the connected consumer
  • Exhibit 4: OTT video challenges and opportunities, APAC
  • Exhibit 5: APAC pay-TV penetration, 2014-2019
  • Exhibit 6: Smartphone penetration in select APAC markets, 2015
  • Exhibit 7: Sub-indexes of the OTT Video Market Attractiveness Index
  • Exhibit 8: OTT Video Market Attractiveness Index scores
  • Exhibit 9: OTT Readiness sub-index results, APAC
  • Exhibit 10: OTT Intensity sub-index results, APAC
  • Exhibit 11: Local Factors sub-index results, APAC
  • Exhibit 12: Overall OTT Attractiveness Index results, APAC
  • Exhibit 13: OTT service provider profiles by industry
  • Exhibit 14: Common OTT models; examples
  • Exhibit 15: OTT pricing schemes; examples
  • Exhibit 16: Mobile broadband penetration, 2014, 2020; subscriptions 2020
  • Exhibit 17: Content partnerships of top five OTT video service providers, China
  • Exhibit 18: Paid fixed OTT accounts, SVoD household penetration, China
  • Exhibit 19: Fixed OTT revenue, China
  • Exhibit 20: Paid OTT video in China, challenges and opportunities
  • Exhibit 21: China OTT index scores
  • Exhibit 22: Pay-TV and broadband adoption, China, 2015-2020
  • Exhibit 23: LeTV subscription pricing
  • Exhibit 24: LeTV OTT checklist
  • Exhibit 25: LeTV broadband bundle prices by download speed
  • Exhibit 26: India OTT index scores
  • Exhibit 27: Pay-TV accounts, broadband penetration, India, 2015-2020
  • Exhibit 28: BigFlix subscription pricing, 2015
  • Exhibit 29: BigFlix OTT checklist
  • Exhibit 30: LTE accounts and smartphone penetration, India, 2015-2020
  • Exhibit 31: Indonesia OTT index scores
  • Exhibit 32: Pay-TV accounts and broadband penetration, Indonesia, 2015-2020
  • Exhibit 33: Genflix subscription pricing
  • Exhibit 34: Genflix OTT checklist
  • Exhibit 35: Fixed broadband and LTE accounts, Indonesia, 2015-2020
  • Exhibit 36: Smartphone share of total handset sales, Indonesia, 2015-2020
  • Exhibit 37: Singapore OTT index scores
  • Exhibit 38: Pay-TV/broadband adoption, Singapore, 2015-2020
  • Exhibit 39: Toggle users, Oct 2014 and Jan 2015
  • Exhibit 40: Toggle OTT checklist
  • Exhibit 41: Mobile subscriptions by network generation, Singapore, 2015 (est.)
  • Exhibit 42: Toggle user statistics
  • Exhibit 43: South Korea OTT index scores
  • Exhibit 44: Pay-TV accounts, broadband penetration, South Korea, 2015-2020
  • Exhibit 45: Pooq OTT checklist
  • Exhibit 46: Pooq TV plans
  • Exhibit 47: LTE percentage of mobile subs, South Korea, 2015-2020
  • Exhibit 48: Olleh TV's Pooq 4K subscription plans
  • Exhibit 49: CandM's Pooq subscription plans

List of Figures

  • Exhibit 1: OTT video business models
  • Exhibit 2: Types of OTT providers
  • Exhibit 3: OTT content provision for the connected consumer
  • Exhibit 4: OTT video challenges and opportunities, APAC
  • Exhibit 5: APAC pay-TV penetration, 2014-2019
  • Exhibit 6: Smartphone penetration in select APAC markets, 2015
  • Exhibit 7: Sub-indexes of the OTT Video Market Attractiveness Index
  • Exhibit 8: OTT Video Market Attractiveness Index scores
  • Exhibit 9: OTT Readiness sub-index results, APAC
  • Exhibit 10: OTT Intensity sub-index results, APAC
  • Exhibit 11: Local Factors sub-index results, APAC
  • Exhibit 12: Overall OTT Attractiveness Index results, APAC
  • Exhibit 13: OTT service provider profiles by industry
  • Exhibit 14: Common OTT models; examples
  • Exhibit 15: OTT pricing schemes; examples
  • Exhibit 16: Mobile broadband penetration, 2014, 2020; subscriptions 2020
  • Exhibit 17: Content partnerships of top five OTT video service providers, China
  • Exhibit 18: Paid fixed OTT accounts, SVoD household penetration, China
  • Exhibit 19: Fixed OTT revenue, China
  • Exhibit 20: Paid OTT video in China, challenges and opportunities
  • Exhibit 21: China OTT index scores
  • Exhibit 22: Pay-TV and broadband adoption, China, 2015-2020
  • Exhibit 23: LeTV subscription pricing
  • Exhibit 24: LeTV OTT checklist
  • Exhibit 25: LeTV broadband bundle prices by download speed
  • Exhibit 26: India OTT index scores
  • Exhibit 27: Pay-TV accounts, broadband penetration, India, 2015-2020
  • Exhibit 28: BigFlix subscription pricing, 2015
  • Exhibit 29: BigFlix OTT checklist
  • Exhibit 30: LTE accounts and smartphone penetration, India, 2015-2020
  • Exhibit 31: Indonesia OTT index scores
  • Exhibit 32: Pay-TV accounts and broadband penetration, Indonesia, 2015-2020
  • Exhibit 33: Genflix subscription pricing
  • Exhibit 34: Genflix OTT checklist
  • Exhibit 35: Fixed broadband and LTE accounts, Indonesia, 2015-2020
  • Exhibit 36: Smartphone share of total handset sales, Indonesia, 2015-2020
  • Exhibit 37: Singapore OTT index scores
  • Exhibit 38: Pay-TV/broadband adoption, Singapore, 2015-2020
  • Exhibit 39: Toggle users, Oct 2014 and Jan 2015
  • Exhibit 40: Toggle OTT checklist
  • Exhibit 41: Mobile subscriptions by network generation, Singapore, 2015 (est.)
  • Exhibit 42: Toggle user statistics
  • Exhibit 43: South Korea OTT index scores
  • Exhibit 44: Pay-TV accounts, broadband penetration, South Korea, 2015-2020
  • Exhibit 45: Pooq OTT checklist
  • Exhibit 46: Pooq TV plans
  • Exhibit 47: LTE percentage of mobile subs, South Korea, 2015-2020
  • Exhibit 48: Olleh TV's Pooq 4K subscription plans
  • Exhibit 49: CandM's Pooq subscription plans
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