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市場調查報告書

歐洲的OTT視訊市場:重視國內用內容與當地語言

OTT Video in Europe: Focus on Domestic Content and Local Languages to Boost Take Up of Services.

出版商 Pyramid Research, Inc. 商品編碼 361684
出版日期 內容資訊 英文 44 Pages
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歐洲的OTT視訊市場:重視國內用內容與當地語言 OTT Video in Europe: Focus on Domestic Content and Local Languages to Boost Take Up of Services.
出版日期: 2016年06月30日 內容資訊: 英文 44 Pages
簡介

OTT服務的人氣高漲,以及愈來愈多的手機業者、收費電視供應商、電視台、媒體企業,透過OTT企業的合作或自家公司開始OTT服務,進入OTT領域。

本報告提供歐洲的OTT視訊市場相關調查分析,目前趨勢,主要服務供應商分析,市場相關驗證之系統性資訊。

市場詳細內容:案例研究

  • 俄羅斯:Ivi
  • 波蘭:Ipla
  • 德國:maxdome
  • 英國:Amazon Prime instant video
  • 中、東歐:Voyo

主要調查結果與建議

附錄

圖表

目錄
Product Code: TC0065IR

Summary

With increasing popularity of OTT services, an increasing number of mobile operators, pay-TV providers, broadcasters and media companies are expanding into the OTT arena either by partnering with OTT players or by launching their own OTT services. Most European markets provide indeed a suitable environment for OTT video growth, offering high broadband and pay-TV penetrations and high average connection speeds. In Western Europe, SVoD is gaining traction while AVoD dominates the OTT video market in Central and Eastern Europe. Examples of OTT services introduced by mobile operators include Video load by Deutsche Telekom. Broadcaster CME has its own OTT service called Voyo available in all of the six markets where CME has operations while pay-TV operator Cyfrowy Polsat launched Ipla in Poland and German media company ProSiebenSat.1 Media launched maxdome in German-speaking countries. Rising penetration of connected devices across Europe is also forcing OTT players to provide services on multiple platforms such as mobile, tablets, smart TVs, game consoles, etc., and are actively pursuing deals with these parties to support the uptake of their OTT services

Key Findings

  • Western Europe region being more affluent than the Central Eastern Europe has higher penetration of SVoD/TVoD OTT subscriptions accounts. AVoD model dominates the CEE region.
  • Telecom operators, broadcasters, media companies and pay-tv operators in the region are actively looking to take advantage of rising demand of video services to add value to their existing services and improve competitiveness.
  • Though dominated by AVoD, SVoD is rapidly gaining traction in the countries of CEE region, Western European countries continue to witness strong growth of paid subscription accounts.
  • Linguistic disparity in Europe increase the cost of content for OTT providers, however, European Commission's DSM strategy could improve the situation for OTT providers in the future.

Synopsis

'OTT Video in Europe: Focus on Domestic Content and Local Languages to Boost Take Up of Services', a Telecom Insider Report by Pyramid Research, analyzes the market for over-the-top (OTT) video services in Europe. It provides an overview of current trends and a detailed look at select service providers and markets.

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 relevant to European markets.
  • OTT video in Europe: This section examines more specifically the region's markets, including pay-TV household 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.
  • 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 Europe, 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

  • Offers a comprehensive and detailed understanding of over-the-top video (OTT) services in the European markets.
  • Taking a forward-looking approach, the report investigates pricing strategies, business models and the 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 Europe's most attractive OTT markets, this report draws on Pyramid Research's OTT Video Market Attractiveness Index, which ranks markets globally based on infrastructure, demand and socioeconomic factors.
  • Provides telcos with actionable analysis of trends, while the case studies of five OTT providers in Europe provide a resource for more detailed planning.
  • The key findings and recommendations highlight crucial forward-looking trends in OTT, to allow OTT pure plays, pay-TV operators, broadcasters, telecom network operators and media companies to develop effective longer-term OTT strategies.
  • Boasts of high presentation quality that allows it to be turned into presentable material immediately, for the executive-level audience.

Table of Contents

Market details: Case studies

  • Russia: Ivi
  • Poland: Ipla
  • Germany: maxdome
  • UK: Amazon Prime instant video
  • CEE: Voyo

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 provider
  • Exhibit 3: OTT Content provision for the connected consumer
  • Exhibit 4: OTT Video Challenges and opportunities, Africa and middle east
  • Exhibit 5: Pay-TV household penetration, select markets, 2016
  • Exhibit 6: Sub-indexes of OTT market attractiveness index, 2015
  • Exhibit 7: OTT video market attractiveness index scores, 2015
  • Exhibit 8: OTT Readiness sub-index results, Europe, 2015
  • Exhibit 9: OTT intensity sub-index results, Europe, 2015
  • Exhibit 10: Local factors sub-index results, Europe, 2015
  • Exhibit 11: Overall OTT attractiveness index results, Europe, 2015
  • Exhibit 12: OTT service provider profiles by industry
  • Exhibit 13: Common OTT models
  • Exhibit 14: Mobile subscriptions by technology, Europe
  • Exhibit 15: Russia OTT index scores, 2015
  • Exhibit 16: Pay-TV and broadband adoption, Russia
  • Exhibit 17: Ivi subscription pricing
  • Exhibit 18: Ivi OTT checklist
  • Exhibit 19: Ivi's main content partners
  • Exhibit 20: Poland OTT index scores
  • Exhibit 21: Pay-TV accounts, Broadband penetration, Poland
  • Exhibit 22: Ipla subscription pricing
  • Exhibit 23: Ipla OTT Checklist
  • Exhibit 24: Tennis games available on Ipla
  • Exhibit 25: Germany OTT index scores
  • Exhibit 26: Pay-TV accounts, Broadband penetration, Germany
  • Exhibit 27: Maxdome subscription pricing
  • Exhibit 28: Maxdome OTT Checklist
  • Exhibit 29: Maxdome offers access to popular movies and series
  • Exhibit 30: UK OTT index scores
  • Exhibit 31: Pay-TV accounts, Broadband penetration, UK
  • Exhibit 32: Amazon Prime Instant Video OTT Checklist
  • Exhibit 33: Amazon Prime Instant Video offers access to video, music and ebooks
  • Exhibit 34: Voyo subscriptions pricing
  • Exhibit 35: VoyoOTT Checklist
  • Exhibit 36: Voyo available on Smart TVs
  • Exhibit 37: Fixed broadband and LTE accounts, CEE

List of Figures

  • Exhibit 1: OTT Video Business Models
  • Exhibit 2: Types of OTT provider
  • Exhibit 3: OTT Content provision for the connected consumer
  • Exhibit 4: OTT Video Challenges and opportunities, Africa and middle east
  • Exhibit 5: Pay-TV household penetration, select markets, 2016
  • Exhibit 6: Sub-indexes of OTT market attractiveness index, 2015
  • Exhibit 7: OTT video market attractiveness index scores, 2015
  • Exhibit 8: OTT Readiness sub-index results, Europe, 2015
  • Exhibit 9: OTT intensity sub-index results, Europe, 2015
  • Exhibit 10: Local factors sub-index results, Europe, 2015
  • Exhibit 11: Overall OTT attractiveness index results, Europe, 2015
  • Exhibit 12: OTT service provider profiles by industry
  • Exhibit 13: Common OTT models
  • Exhibit 14: Mobile subscriptions by technology, Europe
  • Exhibit 15: Russia OTT index scores, 2015
  • Exhibit 16: Pay-TV and broadband adoption, Russia
  • Exhibit 17: Ivi subscription pricing
  • Exhibit 18: Ivi OTT checklist
  • Exhibit 19: Ivi's main content partners
  • Exhibit 20: Poland OTT index scores
  • Exhibit 21: Pay-TV accounts, Broadband penetration, Poland
  • Exhibit 22: Ipla subscription pricing
  • Exhibit 23: Ipla OTT Checklist
  • Exhibit 24: Tennis games available on Ipla
  • Exhibit 25: Germany OTT index scores
  • Exhibit 26: Pay-TV accounts, Broadband penetration, Germany
  • Exhibit 27: Maxdome subscription pricing
  • Exhibit 28: Maxdome OTT Checklist
  • Exhibit 29: Maxdome offers access to popular movies and series
  • Exhibit 30: UK OTT index scores
  • Exhibit 31: Pay-TV accounts, Broadband penetration, UK
  • Exhibit 32: Amazon Prime Instant Video OTT Checklist
  • Exhibit 33: Amazon Prime Instant Video offers access to video, music and ebooks
  • Exhibit 34: Voyo subscriptions pricing
  • Exhibit 35: VoyoOTT Checklist
  • Exhibit 36: Voyo available on Smart TVs
  • Exhibit 37: Fixed broadband and LTE accounts, CEE
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