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アジア太平洋地域のOTT動画市場

OTT Video in Asia-Pacific: Localized content and business models are key while mobile will offer opportunity for future video growth

発行 GlobalData 商品コード 553436
出版日 ページ情報 英文 37 Pages
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アジア太平洋地域のOTT動画市場 OTT Video in Asia-Pacific: Localized content and business models are key while mobile will offer opportunity for future video growth
出版日: 2017年08月31日 ページ情報: 英文 37 Pages
概要

OTT動画はアジア太平洋地域諸国でも、先進国・途上国を問わずに急速に成長しています。特にスマートフォンや4G通信の普及が市場成長に大きく貢献しています。外資系大手企業と各国の国内系企業が競合している状態にありますが、国内系企業は低料金モデルや国内向けコンテンツを用意して、優位な状態に立っています。

当レポートでは、アジア太平洋地域諸国におけるOTT (over-the-top) 動画市場について分析し、世界のOTT動画市場の基本構造・傾向や最新情勢、域内市場の特徴と求心力、主要企業の概略、ビジネスモデル、主な影響要因、大手企業の具体的事例、関係者が今後取るべき行動といった内容を取りまとめてお届けいたします。

エグゼクティブ・サマリー

第1章 OTT動画市場

  • OTT動画の料金設定とビジネスモデル
  • OTTサービス・プロバイダー
  • 「コネクテッド時代」におけるコンテンツ提供
  • 課題と機会

第2章 アジア太平洋地域におけるOTT動画

  • アジア太平洋地域のOTT動画市場
  • OTT動画市場の求心力指標
  • OTTサービス・プロバイダーのプロファイル
  • OTTのビジネスモデル
  • モバイルOTTの市場機会
  • アジア太平洋地域の代表的なOTT企業

第3章 市場の詳細動向:ケーススタディ

  • Hotstar
  • Netflix
  • Viu
  • Iflix

第4章 主な分析結果と提言

第5章 付録

図表一覧

目次
Product Code: TC0097IR

Growth of over-the-top (OTT) video varies significantly across Asia-Pacific (APAC) markets on account of substantial differences between developed and emerging markets in terms of broadband penetration levels, smartphone and pay-TV penetration levels, and 4G coverage. Factors driving the adoption rate of OTT video services in APAC region include rollout of high bandwidth technologies such as fiber optic and 4G, rising smartphone and pay-TV penetration, improving payment option, falling data tariffs and rising per capita income. While limited credit card penetration, underdeveloped internet infrastructure, lack of regional content and widespread piracy pose challenges for OTT players in the region.

APAC OTT video market has seen growing competition between international players such as Netflix and Amazon (both entered APAC in 2016) and local OTT players such as Viu, Hotstar, Iflix etc. International players aim to attract subscribers with international content while taking advantage of economies of scale. On the other hand, regional players are looking to attract subscribers with local and vernacular content at low-priced monthly subscription plans. An extensive portfolio of international and regional content will provide a key competitive advantage to OTT service providers. However, content regulation in some APAC countries such as China and Indonesia may hamper OTT growth.

Mobile operators, pay-TV service providers, media companies and broadcasters are also venturing into OTT market to leverage the OTT potential with new standalone services or services that complement their existing portfolio. OTT players are partnering with telcos and vendors to drive customer acquisition and to address billing challenges through operator direct billing. Telco and vendors can also increase value proposition for subscribers by adding OTT services in their bundle packages.

The report "OTT Video in Asia-Pacific: Localized content and business models are key while mobile will offer opportunity for future video growth" offers a thorough study of the OTT video market in the Asia-Pacific (APAC) region. The report analyzes different OTT video service providers operating in the region on parameters such as business model, content offerings, challenges and opportunities.

In particular, this report provides the following -

  • The OTT video market: This section provides a general analysis of OTT services, including taxonomy and a look at business models and content provision for APAC markets.
  • OTT video in Asia-Pacific: This section examines more specifically the region's markets, including pay-TV household penetration, service provider profiles, business models and OTT mobile opportunities. The section also provides results from the GlobalData OTT Video Market Attractiveness Index, comparing the main OTT markets on parameters such as infrastructure, demand and socioeconomic factors, and profiles a number of OTT service providers.
  • Case Studies: Four case studies are presented of the leading OTT service providers in the region: Netflix, Hotstar, Viu and IFlix. These case studies focus on the business models, strategies and best practices.
  • Key findings and recommendations: It consists of a summary of key findings and a set of recommendations for telecom operators, mobile operators and pure-play OTT players.

Companies mentioned in this report: Netflix, Amazon, TVB, Sky, Star, Eros, Singtel, PCCW, Airtel, Vodafone, YouTube, Telkomsel, Globe Telecom, AIS, Sony, CBS, BBC, MGM, ABC, SBS, Viacom, World

Movies, Optus, Telstra, PayPal, Videocon, Reliance Big Entertainment, Sony Music, Zee Digital Convergence, Tips Industries, SBS, KBS, MBC, CJ E&M, Indosat Ooredoo, Pakistan Telecommunication Company Limited (PTCL), Hotstar, Viu, iFlix

Scope:

  • OTT video players in countries with lower OTT Readiness and Intensity scores should consider a hybrid model that includes AVoD to familiarize users to legal option to access videos across multiple platforms, before introducing paid service. The strategy has remained successful for regional OTT players such as Hotstar and Viu.
  • Though extent of piracy in APAC makes AVoD an important model, however, high cost of acquiring content will drive adoption of SVoD and TVoD models to generate revenues.
  • OTT players in the region are already partnering with mobile operators to drive subscribership. Examples include Viu's various partnerships with Telekom Malaysia, Maxis and U Mobile in Malaysia, Indosat in Indonesia, CSL in Hong Kong and Idea cellular in India among others. These partnerships also help OTT players address billing challenges.
  • An extensive library of relevant local content along with international content is a prerequisite to be successful in the OTT video market in APAC. The entries of international players such as Netflix and Amazon which already have an extensive international library have induced strong competition in the region.

Reasons to buy:

  • Offers a comprehensive and detailed understanding of over-the-top video (OTT) services in the APAC markets.
  • Taking a forward-looking approach, the report investigates 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 in the region.
  • To study the APAC's most attractive OTT markets, this report draws on GlobalData's proprietary 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 four OTT providers in APAC provide a resource for more detailed planning.
  • The key findings and recommendations highlight crucial forward-looking trends in OTT, to allow OTT pure plays and telecom network operators 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

  • Executive Summary

Section 1: OTT Video Market

  • OTT video pricing and business models
  • OTT service providers
  • Content provision in the connected era
  • Challenges and opportunities

Section 2: OTT Video in Asia-Pacific

  • OTT video market in Asia-Pacific
  • OTT Video Market Attractiveness Index
  • OTT service provider profiles
  • OTT business models
  • OTT mobile opportunity
  • Selected OTT players in APAC

Section 3: Market detail: Case studies

  • Hotstar
  • Netflix
  • Viu
  • Iflix

Section 4: Key Findings and Recommendations

Section 5: Appendix

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, Asia-Pacific
  • Exhibit 5: Pay-tv household penetration, select markets, 2016
  • Exhibit 6: Sub-indexes of OTT Video Market Attractiveness Index, 2016
  • Exhibit 7: OTT Video Market Attractiveness Index scores, 2016
  • Exhibit 8: OTT service provider profiles by industry
  • Exhibit 9: Common OTT models; examples
  • Exhibit 10: Mobile subscriptions by technology, AP, 2014-2021
  • Exhibit 11: Video traffic % of total data traiffc, 2017-2022
  • Exhibit 12: Mobile user video service penetration, 2017, 2022
  • Exhibit 13: Average mobile video data usage, 2017, 2022
  • Exhibit 14: Average monthly mobile video ARPS, 2017, 2022
  • Exhibit 15: Selected OTT players in APAC
  • Exhibit 16: Hotstar OTT checklist, May 2017
  • Exhibit 17: Hotstar offers sports content
  • Exhibit 18: Netflix OTT checklist, May 2017
  • Exhibit 19: Netflix's content strategy
  • Exhibit 20: Viu OTT checklist, May 2017
  • Exhibit 21: Viu revenue & EBITDA, 2014-2016
  • Exhibit 22: Viu MNO Partnerships
  • Exhibit 23: Iflix OTT checklist, May 2017
  • Exhibit 24: Iflix-Samsung Partnership, January 2016

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, Asia-Pacific
  • Exhibit 5: Pay-tv household penetration, select markets, 2016
  • Exhibit 6: Sub-indexes of OTT Video Market Attractiveness Index, 2016
  • Exhibit 7: OTT Video Market Attractiveness Index scores, 2016
  • Exhibit 8: OTT service provider profiles by industry
  • Exhibit 9: Common OTT models; examples
  • Exhibit 10: Mobile subscriptions by technology, AP, 2014-2021
  • Exhibit 11: Video traffic % of total data traiffc, 2017-2022
  • Exhibit 12: Mobile user video service penetration, 2017, 2022
  • Exhibit 13: Average mobile video data usage, 2017, 2022
  • Exhibit 14: Average monthly mobile video ARPS, 2017, 2022
  • Exhibit 15: Selected OTT players in APAC
  • Exhibit 16: Hotstar OTT checklist, May 2017
  • Exhibit 17: Hotstar offers sports content
  • Exhibit 18: Netflix OTT checklist, May 2017
  • Exhibit 19: Netflix's content strategy
  • Exhibit 20: Viu OTT checklist, May 2017
  • Exhibit 21: Viu revenue & EBITDA, 2014-2016
  • Exhibit 22: Viu MNO Partnerships
  • Exhibit 23: Iflix OTT checklist, May 2017
  • Exhibit 24: Iflix-Samsung Partnership, January 2016
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