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OTT動画の新興国市場:収益化戦略と今後5年間の収益機会

OTT Video in Emerging Markets : Monetization Strategies and 5-Year Revenue Opportunity

発行 Pyramid Research, Inc. 商品コード 323800
出版日 ページ情報 英文 94 Pages
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OTT動画の新興国市場:収益化戦略と今後5年間の収益機会 OTT Video in Emerging Markets : Monetization Strategies and 5-Year Revenue Opportunity
出版日: 2015年02月07日 ページ情報: 英文 94 Pages
概要

ブロードバンド・インフラへの投資拡大や、ネットワーク速度・性能の改善などにより、先進国だけでなく新興国でもOTT動画の新たな市場機会が生まれつつあります。OTT動画の大半は広告付きですが、有料OTTモデルや混合型モデル、TVoD(都度課金方式オンデマンド動画)やSVoD(定期購読方式オンデマンド動画)なども普及し、新たな収益源が登場してきています。新興国市場の場合、SVoD契約件数は201〜2019年で5倍以上に拡大すると見られています。特に中国では、(無料/有料放送の)ハイブリッド方式が市場成長の牽引役となり、SVoD・TVoD双方を合わせたOTT動画の収益額は、2015〜2019年に累計188億米ドルに達し、アジア太平洋地域・ラテンアメリカ諸国の合計額の80%以上を占める、と考えられています。他にも、ロシアやブラジル、メキシコでは大幅な市場成長が期待されています。一方で、SVoD・TVoDサービスが成功するには、魅力的なコンテンツに既に多額の資金を投じている国内系企業と提携し、そのビジネスモデルを有料コンテンツに適応することが重要となります。有料TVのオペレーター側からみると、自前のOTT設備の他にも、独立系のOTTサービスとの統合も考慮に入れる必要があります。

当レポートでは、世界の主な新興国におけるOTT動画(OTTビデオ)サービス市場の現状や収益化戦略、今後の市場動向の見通しなどについて分析し、新興国市場全体の普及状況や、市場規模の実績値・予測値(今後5年間分)、各地域・主要国市場の詳細動向、代表的企業の事例(ベストプラクティス・差別化戦略など)といった情報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 新興国市場におけるOTT動画市場の傾向と収益化戦略

  • 定義:OTT動画の料金設定およびモデル
  • 定義:OTTサービスのプロバイダー
  • 定義:ネット時代におけるコンテンツの提供
  • OTTサービスプロバイダーの課題と機会
  • コンテンツの調達
  • 海賊版と料金徴収
  • 旧式ブロードバンドの役割とモバイル通信の市場機会
  • 有料TVオペレーターのポジショニング戦略
  • OTT動画の収益化

第2章 地域別動向:SVoDおよびTVoDの需要規模・収益額の見通し

  • 予測の主な前提条件
  • 分析対象地域・国
  • 新興国市場:SVoD契約件数(地域別)
  • 新興国市場:SVoDの世帯普及率(地域別)
  • 新興国市場:有料OTT動画の収益額予測(地域別)
  • 新興国市場:有料TVに対する有料OTT動画の収益額

第3章 ラテンアメリカのOTT動画の市場機会・競争環境・成功手段

  • OTT動画市場の概要
  • SVoD契約件数の予測
  • 有料OTT動画の収益額予測
  • 市場の主な動向
  • メキシコ市場
  • ブラジル市場
  • ケーススタディ(コンテンツ・パートナーシップ・事業展望)
    • Netflix LATAM
    • Clarovideo

第4章 アフリカ・中東のOTT動画の市場機会・競争環境・成功手段

  • OTT動画市場の概要
  • SVoD契約件数の予測
  • 有料OTT動画の収益額予測
  • 市場の主な動向
  • 南アフリカ市場
  • サウジアラビア市場
  • ケーススタディ(コンテンツ・パートナーシップ・事業展望)
    • OSN Go
    • iRokoTV

第5章 中東欧のOTT動画の市場機会・競争環境・成功手段

  • OTT動画市場の概要
  • SVoD契約件数の予測
  • 有料OTT動画の収益額予測
  • 市場の主な動向
  • ロシア市場
  • ケーススタディ(コンテンツ・パートナーシップ・事業展望)
    • Ivi Russia

第6章 アジア太平洋地域新興国のOTT動画の市場機会・競争環境・成功手段

  • OTT動画市場の概要
  • SVoD契約件数の予測
  • 有料OTT動画の収益額予測
  • 市場の主な動向
  • 中国市場
  • ケーススタディ(コンテンツ・パートナーシップ・事業展望)
    • LeTV

第7章 主な結論と、OTT動画サービスプロバイダーへの戦略提言

  • 付録
  • 分析対象企業
  • 情報源と関連調査
  • Pyramid Researchについて

図表一覧

目次
Product Code: TC0285MR

Summary

"OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity," a Research Report by Pyramid Research, analyzes the revenue potential of OTT video services across emerging markets in Africa and the Middle East, Asia Pacific, Central and Eastern Europe, and Latin America, identifying and mapping key OTT video players from local telcos and payTV providers to pure-play OTTs, and best practices for differentiation and OTT video monetization. The report provides 5-year projections for SVoD and TVoD accounts and revenue by region and for key countries including Brazil, China, Mexico, Russia, Saudi Arabia and South Africa. The analysis is built upon in-depth case studies of Netflix Latin America, Clarovideo, OSN Go, iRokoTV, Ivi Russia and LeTV.

Key Findings

The growing investment in broadband infrastructure, with the improvement in network speed and performance, has opened up new opportunities to provide video over IP, not only in more advanced, developed economies but also in emerging markets.

OTT video is mostly advertising-funded across emerging markets, but paid models are gaining traction within hybrid business models, whereby services offer free content to expand the user base, but at the same time position premium transactional video on demand (TVoD) and subscription video on demand (SVoD) content to generate additional revenue. In recent years, OTT business models entirely relying on advertising revenue streams have become difficult to sustain, given the high cost of content.

Across emerging markets, we expect SVoD accounts will increase more than five-fold between 2014 and 2019; the proliferation in China of hybrid models combining AVoD and SVoD will be a major driver for growth. The cumulative paid OTT revenue from SVoD and TVoD services is projected to be as much as US$18.8bn for the 2015-2019 period, over 80% of which will come from the emerging markets in Asia Pacific and Latin America. Among all emerging markets examined, China, Russia, Brazil and Mexico offer the most scale and growth potential over the next five years.

The opportunity to position SVoD and TVoD services successfully is stronger for local companies, provided that they have enough funding to invest in attractive content, and that they can deploy sustainable business models for paid content.

In spite of the growing importance of mobile, with increasing 4G take up, the bulk of OTT video usage will remain over fixed broadband networks, with WiFi representing a key enabler technology for nomadic usage on secondary screens.

In order to reinforce their market position, all pay-TV operators should consider aggregating third-party OTT services within the main service portfolio in addition to standalone OTT propositions.

Synopsis

The "OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity" report offers an in-depth examination of the OTT video market trends, ecosystems and business models in emerging regions, highlighting unique challenges to such market environments and best practices for effectively positioning OTT video propositions. The report provides demand and revenue forecast for subscription video on demand (SVoD) and transactional video on demand (TVoD) for Africa and the Middle East, Emerging Asia Pacific, Central and Eastern Europe and Latin America. Country-level forecasts are included for key markets including Brazil, China, Mexico, Russia, Saudi Arabia and South Africa.

The report is structured as follows:

Section 1: OTT Video Market Trends and Monetization Strategies in Emerging Markets ? Challenges and opportunities for OTT service providers, positioning strategies for pay-TV operators and effective business models for OTT video provisioning.

Section 2: SVoD and TVoD Demand and Revenue Outlook Across Emerging Markets ? Overview of forecast assumptions and covered countries and regions, review of SVoD accounts and paid OTT video revenue per region.

Section 3: OTT Video Opportunity, Competitive Landscape and Keys to Success in Latin America; including region-level market overview and trends as well as deep-dive analysis of the region's largest markets Brazil and Mexico and key players Netflix Latin America and Clarovideo.

Section 4: OTT Video Opportunity, Competitive Landscape and Keys to Success in Africa and the Middle East; including region-level market overview and trends as well as deep-dive analysis of Saudi Arabia and South Africa and key players OSN Go and iRokoTV.

Section 5: OTT Video Opportunity, Competitive Landscape and Keys to Success in Central and Eastern Europe; including region-level market overview and trends as well as deep-dive analysis of the region's largest market Russia and a key player Ivi Russia.

Section 6: OTT Video Opportunity, Competitive Landscape and Keys to Success in Emerging Asia Pacific; including region-level market overview and trends as well as deep-dive analysis of the region's largest market China and a key player LeTV.

Section 7: Key Takeaways and Strategic Recommendations for OTT Video Service Providers.

Reasons To Buy

The "OTT Video in Emerging Markets: Monetization Strategies and 5-Year Revenue Opportunity" report provides a comprehensive examination the nascent OTT video market opportunity to help executives make informed investment decisions, develop effective partnerships and optimize return on investment.

This report provides a five-year forecast of SVoD accounts and SVoD and TVoD revenues by region and for key countries across emerging regions to enable executives effectively position their companies for emerging trends in demand for OTT video and growth opportunities.

The report incorporates in-depth overview of key challenges and business model trends in the OTT video market across emerging markets and best practices for monetizing OTT video for stakeholders to develop competitive strategies as well as differentiation.

Table of Contents

  • Table of contents
  • Table of exhibits
  • Executive summary

Section 1: OTT Video Market Trends and Monetization Strategies in Emerging Markets

  • Definitions: OTT video pricing and models
  • Definitions: OTT service providers
  • Definitions: Content provision in the connected era
  • Challenges and opportunities for OTT service providers
  • Content procurement
  • Piracy and payments
  • The role of legacy broadband and the mobile opportunity
  • Positioning strategies for pay-TV operators
  • Monetizing OTT video

Section 2: SVoD and TVoD Demand and Revenue Outlook Across Emerging Markets

  • Key forecast assumptions
  • Regions and countries covered
  • Emerging markets: SVoD accounts by region
  • Emerging markets: SVoD penetration of households by region
  • Emerging markets: Paid OTT video revenue forecast by region
  • Emerging markets: Paid OTT revenue relative to pay-TV revenue

Section 3: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Latin America

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • Mexico: OTT video market overview
  • Mexico: Paid OTT video accounts and revenue forecast
  • Mexico: Key market trends
  • Brazil: OTT video market overview
  • Brazil: Paid OTT video accounts and revenue forecast
  • Brazil: Key market trends
  • Case studies:
  • Netflix LATAM: Content and partnerships and business outlook
  • Clarovideo: Content and partnerships and business outlook

Section 4: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Africa and the Middle East

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • South Africa: Paid OTT video accounts and revenue forecast
  • South Africa: Key market trends
  • Saudi Arabia: OTT video market overview
  • Saudi Arabia: Paid OTT video accounts and revenue forecast
  • Saudi Arabia: Key market trends
  • Case studies:
  • OSN Go: Content and partnerships and business outlook
  • iRokoTV: Content and partnerships and business outlook

Section 5: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Central and Eastern Europe

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • Paid OTT video accounts and revenue forecast
  • Russia: OTT video market overview
  • Russia: Paid OTT video accounts and revenue forecast
  • Russia: Key market trends
  • Case study:
  • Ivi Russia: Content and partnerships and business outlook

Section 6: OTT Video Market Opportunity, Competitive Landscape and Keys to Success in Emerging Asia Pacific

  • OTT video market overview
  • SVoD accounts forecast
  • Paid OTT video revenue forecast
  • Key market trends
  • South Africa: OTT video market overview
  • Paid OTT video accounts and revenue forecast
  • Key market trends
  • China: OTT video market overview
  • China: Paid OTT video accounts and revenue forecast
  • China: Key market trends
  • Case study:
  • LeTV: Content and partnerships and business outlook

Section 7: Key Takeaways and Strategic Recommendations for OTT Video Service Providers

  • Appendices
  • Companies mentioned
  • Sources and related research
  • About Pyramid Research

List of Figures

  • Ex 1: OTT Video Business Models
  • Ex 2: OTT Content Providers
  • Ex 3: OTT Content Provision for the Connected Household
  • Ex 4: OTT Video Challenges and Opportunities In Emerging Markets
  • Ex 5: OTT Video, Cost and Revenue Scenario (MGs)
  • Ex 6: Cost and Revenue Scenario (MGs Diluted, CPS)
  • Ex 7: Converging Content Propositions
  • Ex 8: Major Types of Streaming Content on Netflix
  • Ex 9: Home Video Content, Legal and Illegal in Emerging Markets
  • Ex 10: Broadband Penetration in Emerging Market Regions
  • Ex 11: Applications and Bandwidth Requirements
  • Ex 12: Key LTE Services for the Consumer Segment
  • Ex 13: LTE Subscribers by Region, 2013-2019
  • Ex 14: OTT/VoD Growing Usage, UK Benchmark
  • Ex 15: Telefonica, Unified Multi-Technology Global Video Delivery Platform (GVP)
  • Ex 16: OTT Strategic Options for Pay-TV Operators
  • Ex 17: SVoD Accounts by Region
  • Ex 18: SVoD Penetration of Households by Region
  • Ex 19: Paid OTT Video Revenue (SVoD and TVoD) By Region
  • Ex 20: Paid OTT Revenue (SVoD and TVoD) As a Percentage of Pay-TV Revenue
  • Ex 21: LATAM, Selected OTT Services
  • Ex 22: SVoD Growth in LATAM
  • Ex 23: OTT Revenue Opportunity in LATAM
  • Ex 24: Share of Paid OTT SVoD/TVoD Revenue, Brazil, Mexico and Rest of LATAM
  • Ex 25: Main OTT Video Service Providers in Mexico
  • Ex 26: Share of Paid OTT by Accounts
  • Ex 27: Mexico Paid OTT Accounts
  • Ex 28: Mexico OTT Revenue Opportunity
  • Ex 29: Cinepolis and Vudu Prepaid Cards in Mexico
  • Ex 30: Main OTT Video Service Providers in Brazil
  • Ex 31: Broadband Video Opportunity in Brazil
  • Ex 32: Brazil Paid OTT Accounts
  • Ex 33: Brazil OTT Revenue Opportunity
  • Ex 34: 4G Opportunity in Brazil
  • Ex 35: Netflix SVoD Service Pricing Across Markets, December 2014
  • Ex 36: Netflix Marketing Spend As % of Revenue
  • Ex 37: Netflix Partnership with Antel Uruguay
  • Ex 38: Netflix Prepaid Card in the US
  • Ex 39: Netflix Subscribers by Region 2014
  • Ex 40: Broadband Penetration of Households, 2013-2019
  • Ex 41: Clarovideo, Monthly Subscription Pricing
  • Ex 42: Clarovideo Footprint, December 2014
  • Ex 43: Clarovideo Smart TV Advertising
  • Ex 44: Clarovideo Colombia Discount Offer
  • Ex 45: Clarovideo Telmex Promotion, 2012
  • Ex 46: AME, Selected OTT/SVoDs
  • Ex 47: SVoD Growth in AME
  • Ex 48: OTT Revenue Opportunity in AME
  • Ex 49: AME OTT Market Potential, 2014 and 2019
  • Ex 50: South Africa OTT Video Service Providers
  • Ex 51: South Africa Paid OTT Accounts
  • Ex 52: South Africa OTT Revenue Opportunity
  • Ex 53: Fixed and Mobile Broadband Opportunity In South Africa
  • Ex 54: Saudi Arabia OTT Video Service Providers
  • Ex 55: Saudi Arabia Paid OTT Accounts
  • Ex 56: Saudi Arabia OTT Revenue Opportunity
  • Ex 57: Piracy Workarounds by Expat Segments
  • Ex 58: Wherever TV Channel Line Up
  • Ex 59: OSN Go by OSN Market, 2014
  • Ex 60: Promotional Material, OSN Go Partnership with Vodafone Qatar 4G
  • Ex 61: AME Smartphone Sales, 2014-2019
  • Ex 62: Film Production by Content Hub In 2013
  • Ex 63: iRokoTV Pricing (US$)
  • Ex 64: Nollywood Content on iRokoTV
  • Ex 65: Nigeria Android Smartphone Sales, 2014-2019
  • Ex 66: CEE, Selected OTTs
  • Ex 67: SVoD Growth in CEE
  • Ex 68: OTT Revenue Opportunity in CEE
  • Ex 69: Fiber Broadband in CEE
  • Ex 70: Fixed Broadband Download Speed, CEE Global Rankings
  • Ex 71: Russia OTT Video Service Providers
  • Ex 72: 2014 Share of Registered OTT Accounts
  • Ex 73: Russia Paid OTT Accounts
  • Ex 74: Russia OTT Revenue Opportunity
  • Ex 75: ARPU of Paid OTT Services
  • Ex 76: The OTT/Telco Partnership Value
  • Ex 77: Ivi Unique Monthly Viewers by Platform
  • Ex 78: Ivi TVoD Vs SVoD Pricing
  • Ex 79: Ivi's Main Content Partners
  • Ex 80: Smartphone Shipments in Russia, 2010-2014
  • Ex 81: Monthly Views on Non-Pc Devices, 2011-2013
  • Ex 82: Emerging APAC, Selected OTT/SVoDs
  • Ex 83: SVoD Growth in Emerging APAC
  • Ex 84: OTT Revenue Opportunity in Emerging APAC
  • Ex 85: LTE in Emerging APAC
  • Ex 86: China, Content Partnerships of Top 5 OTT Video Service Providers
  • Ex 87: China Paid OTT Accounts
  • Ex 88: China OTT Revenue Opportunity
  • Ex 89: Challenges and Opportunities for Paid OTT Video in China
  • Ex 90: LeTV Subscription Pricing
  • Ex 91: Hours of Video Viewed, Jul-Aug 2014
  • Ex 92: NBA on LeTV
  • Ex 93: LeTV SmarTV 84
  • Ex 94: LeTV Profit and Revenue, 2012-2013
  • Ex 95: LeTV Month-End Stock Price, 2014
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