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市場調査レポート

OTTビデオ市場の魅力度インデックス:世界の国別ランキング・市場成長促進因子・ポジショニング戦略

OTT Video Market Attractiveness Index - Worldwide Country Rankings, Market Drivers and Positioning Strategies

発行 Pyramid Research, Inc. 商品コード 300040
出版日 ページ情報 英文 46 Pages
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OTTビデオ市場の魅力度インデックス:世界の国別ランキング・市場成長促進因子・ポジショニング戦略 OTT Video Market Attractiveness Index - Worldwide Country Rankings, Market Drivers and Positioning Strategies
出版日: 2014年03月31日 ページ情報: 英文 46 Pages
概要

当レポートでは、世界のOTTビデオサービスの成長可能性とそこから生まれる機会について調査しており、世界の主要50市場におけるOTTビデオ機会の強度の評価をランク付けし、概略以下の構成でお届けします。

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第1章 調査手法

  • 対象国
  • インデックスの構成
  • データソース
  • インデックスのスコア・カテゴリーの分布
  • サブインデックス・指標の分析
    • OTT即応性
    • OTT強度
    • 国内要因

第2章 世界のインデックスランキング・状況

  • 世界のインデックス結果
  • ブロードバンド市場規模の重要性
  • オンラインビデオ視聴者形成の促進因子
  • OTTビデオの収益機会
  • コンテンツ・規制の役割

第3章 新興市場のインデックスランキング・状況

  • 新興経済諸国におけるブロードバンド市場の規模
  • OTTビデオのネットワーク速度の明るい見通し
  • OTTビデオ・従来型有料TVの需要
  • コネクテッドデバイス・セカンドスクリーンコンテンツ
  • 4Gのモバイルビデオ機会

第4章 主な調査結果

著者について

関連リソース

Pyramid Researchについて

図表

目次
Product Code: TC0067MR

A new report by Pyramid Research, ‘OTT Video Market Attractiveness Index: Worldwide Country Rankings, Market Drivers and Positioning Strategies,’ examines the growth potential of OTT video services worldwide, providing insight into the opportunity to derive value from them. In order to assess the strength of the OTT video opportunity in different countries, Pyramid Research has especially for this study developed the proprietary 'OTT Video Market Attractiveness Index.' The 50 main markets of the world are ranked across a number of quantitative and qualitative indicators, providing an effective framework for an assessment of which ones offer the best opportunity for OTT video service providers and a methodical identification of growth markets.

Key Findings

The largest markets - primarily China, Russia, Mexico and Brazil among emerging markets, and the US and Japan among developed markets - will provide the most attractive opportunities for OTTs.

The ability to derive value from premium content and the rich HD and 4K formats will be critical to the success of OTTs: Given the low margins in the OTT video business, effective monetization of premium content and formats is critical to boosting revenue.

Country-level content and regulatory frameworks will also be critical to the success of OTT: Digital content release windows, regulatory frameworks - including neutrality regulations and market-specific rules for the provision of video services - the extent of piracy, OTT taxation and other local factors all go into assessing the OTT opportunity in a given market.

The revenue opportunity will be greater in the markets where 4G services are better established: These are the markets where mobile operators are able to more effectively target online video services to their customers.

We expect favorable infrastructural conditions to make CEE a hotspot for OTT video: Russia and the other major CEE markets have benefited and will continue to benefit from state-of-the-art broadband infrastructure and high-speed connections.

Synopsis

The OTT Video Market Attractiveness Index research report assesses the strength of the OTT video opportunity across the 50 countries covered by Pyramid Research's Media Forecasts. The report and the index show an overall level of market attractiveness that can be easily used to pinpoint how any of these markets across the world fares on a variety of issues, from broadband infrastructure to pay-TV market dynamics, content licensing and regulatory frameworks.

The report is based on Pyramid Research's OTT Video Market Attractiveness Index, a country-level quantitative index constructed specifically for this report. The Index is a composite rating of countries based on their scores in three subindexes - OTT Readiness, OTT Intensity and Local Factors. Each subindex further consists of 3-4 quantitative and qualitative indicators, comprising country-level broadband and pay-TV markets as well as socioeconomic indicators.

The resulting Index shows an overall level of attractiveness that can easily be used to pinpoint how markets across the world fare on a variety of key factors, from pay-TV demand and growth trajectories to the status of their broadband infrastructure, regulations and content licensing frameworks.

The index results are grouped around a number of key themes, which are discussed and analyzed in order to explain how the OTT video opportunity is taking shape across different global markets. These key themes include: The importance of addressing large broadband markets to build scalable businesses; The factors guiding the formation of online video audiences; The drivers behind the revenue opportunity in different markets; The role of content licensing and regulatory frameworks in the viability and success of OTT initiatives.

Section 1 of the report explains the methodology used in the Index. Section 2 is a strategic analysis of the results of the OTT Video Market Attractiveness Index. Section 3 is a strategic analysis of the emerging-markets results of the OTT Video Market Attractiveness Index. Section 4 provides key takeaways of the Index rankings.

Reasons To Buy

The global OTT attractiveness rankings resulting from the Index shows an overall level of market attractiveness, which can be easily used to pinpoint how any market across the world fares on a variety of issues, from broadband infrastructure to pay-TV market dynamics, content licensing and regulatory frameworks.

The diversity of data used to construct the Index makes it possible to identify which markets globally can be most appealing to OTT providers, and to understand the socioeconomic strengths and weaknesses that boost or burden the OTT opportunity in each.

The report provides a deep dive into the key drivers behind the uptake of OTT video services in emerging markets, including Latin America (focusing on Brazil and Mexico), Central and Eastern Europe, (focusing on Russia), Asia-Pacific (China) and the Middle East region.

The broad but detailed perspective will help pay-TV operators, telcos, pure-play OTTs and investors in different regions identify and assess opportunities to deploy OTT video services.

Table of Contents

Table of contents

Companies and services mentioned

Executive summary

Introduction

  • OTT Video Market Attractiveness Index and report scope
  • Definitions: OTT video, pricing models and service providers

Section 1: Methodology

  • 1.1. Countries covered
  • 1.2. Index composition
  • 1.3. Data sources
  • 1.4. Index scores and category distribution
  • 1.5. Subindex and indicator breakdown
    • 1.5.1. OTT Readiness
    • 1.5.2. OTT Intensity
    • 1.5.3. Local Factors

Section 2: Global Index rankings and implications

  • 2.1. Global Index results
  • 2.2. The significance of broadband market size
  • 2.3. Drivers for the formation of online video audiences
  • 2.4. The revenue opportunity of OTT video
  • 2.5. The role of content and regulation

Section 3: Emerging Markets Index rankings and implications

  • 3.1. Size of the broadband markets in emerging economies
  • 3.2. The promise of network speeds for OTT video
  • 3.3. Demand for OTT video and traditional pay-TV
  • 3.4. Connected devices and second-screen content
  • 3.5. Mobile video opportunities with 4G

Section 4: Key findings

About the authors

Related resources

About Pyramid Research

Table of exhibits

  • Exhibit 1: Countries covered in the OTT Video Market Attractiveness Index
  • Exhibit 2: OTT Index composition
  • Exhibit 3: Global Index and Emerging Markets Index, top 10 positions
  • Exhibit 4: OTT video opportunity by broadband market size
  • Exhibit 5: Subindex rankings of the US, China, the UAE and Bolivia
  • Exhibit 6: OTT video opportunities by online video audience size
  • Exhibit 7: Size of optimal OTT video age group (25-39-year olds) in 10 of 11 largest markets, 2010
  • Exhibit 8: Market shares of VoD/OTT services by type in Russia and Mexico, 2013
  • Exhibit 9: OTT Intensity indicator scores of selected markets
  • Exhibit 10: Local Factors indicator scores of selected markets
  • Exhibit 11: Ten highest-ranked markets by broadband-connected households, 2013
  • Exhibit 12: Key broadband market opportunities for OTT video players, with 2013 broadband penetration rates and 2013-2018 revenue CAGRs
  • Exhibit 13: Average connection speeds in the 10 markets with the greatest number of broadband-connected households, 2013
  • Exhibit 14: The 15 markets with the fastest average connection speeds, 2Q 2013
  • Exhibit 15: FTTH/B penetration of households by region, 2013
  • Exhibit 16 High-speed broadband adoption (10Mbps+) as a percentage of total broadband connections
  • Exhibit 17: The 10 emerging markets with the highest pay-TV penetration rates, 2013
  • Exhibit 18: Key pay-TV market opportunities for OTT video players, with 2013 pay-TV penetration rates and 2013-2018 revenue CAGRs
  • Exhibit 19: PC penetration of population, 2013, 10 highest-ranked emerging markets
  • Exhibit 20: Tablet and smartphone penetration of population, 2012 and 2017, Argentina and globally
  • Exhibit 21: LTE subscriptions as a percentage of total mobile subscriptions, 2018
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