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市場調查報告書

OTT影音服務生命週期 - 服務演進

The Lifecycle of OTT Video Services - Service Evolution

出版商 Parks Associates 商品編碼 904333
出版日期 內容資訊 英文 82 Pages
商品交期: 最快1-2個工作天內
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OTT影音服務生命週期 - 服務演進 The Lifecycle of OTT Video Services - Service Evolution
出版日期: 2019年11月20日內容資訊: 英文 82 Pages
簡介

本報告研究OTT影音服務生命週期,彙整生命週期階段、市場投入策略、OTT演進等系統性情報。

摘要整理

OTT服務生命週期 - 服務演進:服務設計

  • OTT影音服務生命週期始於初期設計所需的核心要素
  • 資本/資金
  • 內容
  • 影響OTT服務訂閱的因素
  • 平台
  • 平台:端對端解決方案
  • 平台:端對端提供商
  • 平台:智慧電視
  • 平台:串流媒體播放器 (SMP)
  • 平台:行動設備和瀏覽器
  • 平台:遊戲機
  • 商業模式
  • 影音服務的使用
  • OTT服務訂閱數

OTT服務生命週期 - 服務的演進:簡介

  • 區分的目標
  • 初期行銷
  • 產品疊代/Beta

OTT服務生命週期 - 服務的演進:OTT差距

  • 在導入階段之後,會妨礙成長的一些阻礙
  • 美國vMVPD服務訂閱者增加
  • 足夠的意識/吸引目標使用者
  • 引人注目的內容/差異化
  • 差異化
  • 使用者體驗
  • 影音服務評估:按提供商
  • 足夠的收益、投資報酬率、資本

OTT服務生命週期 - 服務的演進:成長

  • 積極宣傳
  • 增加對內容的投資
  • 全球擴展
  • 功能強化

OTT服務生命週期 - 服務的演進:成熟

  • 隨著成長放緩OTT服務趨於成熟
  • 合作夥伴
  • 策略合作夥伴
  • 收購
  • 規模
  • 多樣化
  • 留存策略
  • 創新

OTT服務生命週期 - 服務的演進:衰落

  • 耗盡市場潛力的服務面臨收入和訂閱者降低的局面
  • 美國vMVPD服務訂閱數增加

案例研討 - Revry

  • 品牌背景
  • 經驗教訓:設計階段
  • 經驗教訓:導入階段
  • 經驗教訓:OTT差距/成長

意義/建議

目錄

This report examines the stages of an OTT service's lifecycle from the initial concept to subscriber adoption. Key themes include the phases of the OTT service lifecycle, go-to-market strategies, and the evolution of OTT services. It provides a roadmap of strategies and lists considerations that OTT services need to make at different stages in order to be successful. The report includes examples of key players and services in the market today and provides a detailed case study of the evolution of OTT video service Revry, through startup, design, launch, and growth.

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Table of Contents

Executive Summary

  • Overall OTT Service Subscriptions (2014 - 2019)
  • Methods Used to Subscribe to Subscription OTT (Q1/19)
  • Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)
  • Pay-TV Vs. OTT Service Subscription (2018 - 2019)
  • Market lifecycles commonly have four stages
  • Both markets and companies go through lifecycles
  • Key Findings: OTT Video Service Competition
  • Key Findings: Jumping The Gap

The Lifecycle of OTT Services - Service Evolution: Service Design

  • An OTT video service's lifecycle begins with the core elements necessary for its initial design
  • Capital / Funding
  • Content
  • Factors Influencing OTT Service Subscriptions (Q1/19)
  • Platform
  • Platform: End-to-End Solutions
  • Platform: End-to-End Providers
  • Platform: Smart TV
  • Platform: Streaming Media Player (SMP)
  • Platform: Mobile Devices and Browsers
  • Platform: Game Console
  • Business Model
  • Use of Video Services (Q1/19)
  • Number of OTT Service Subscriptions (2014 - 2019)

The Lifecycle of OTT Services - Service Evolution: Introduction

  • Segment Targeting
  • Initial Marketing
  • Product Iteration / Beta

The Lifecycle of OTT Services - Service Evolution: The OTT Gap

  • Following the introduction phase, several obstacles can impede growth
  • Quarterly Subscriber Growth of US vMVPD Services
  • Adequate Awareness / Attracting Target Users
  • Compelling Content / Differentiation
  • Differentiation
  • Quality User Experience
  • Indexed Rating of Video Services by Provider (Q1/19)
  • Adequate Revenue, ROI, or Capital

The Lifecycle of OTT Services - Service Evolution: Growth

  • Aggressive Promotion
  • Greater Content Investment
  • Global Expansion
  • Feature Enhancement

The Lifecycle of OTT Services - Service Evolution: Maturity

  • As growth slows, OTT services approach maturity
  • Partnerships
  • Strategic partnerships provide added exposure and/or incremental value
  • Acquisition
  • Scale
  • Diversification
  • Retention Strategies
  • Innovation

The Lifecycle of OTT Services - Service Evolution: Decline

  • Services that have exhausted their market potential face a decline in revenues and subscribers
  • Quarterly Subscriber Growth of US vMVPD Services

Case Study - Revry

  • Brand Background
  • Lessons Learned: Design Phase
  • Lessons Learned: Introduction Phase
  • Lessons Learned: OTT Gap / Growth

Implications / Recommendations

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