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Analysis of the Global Online Video Platforms Market

  • June 2014
  • -
  • Frost & Sullivan
  • -
  • 124 pages

Analytics, Personalization, and Monetization are Becoming Key Differentiators

The online video platforms (OVP) market is relatively young and evolving. OVPs are increasingly being used as a digital marketing and training tool for enterprises, and as a monetization avenue in the media and entertainment industry. This study discusses key drivers, restraints, and risks in the global OVP market, as well as regional and segment revenue forecasts and assessments. The base year is 2013; the forecast period is 2014 to 2019. Predictions about the market and recommendations for participants are provided. Information has been obtained from interviews with 20 OVPs around the world and secondary research.

Executive Summary

-An online video platform (OVP) is a fee-based, software-as-a-service (SaaS) online content solution that enables content owners to ingest, transcode, store, manage, protect, publish, syndicate, track, and monetize online video.
-The global OVP market has seen tremendous growth over the past year. Over-the-top (OTT) video is a must-have feature for businesses today, thanks to the worldwide proliferation of video-enabled consumer devices; however, bring-your-own-device (BYOD) video is easier said than done. Enterprises, media, and entertainment companies are increasingly relying on OVP solutions to manage, publish, and monetize video content in a scalable manner.
-Enterprises are increasingly experimenting with video as they realize its power as a communications tool. For broadcasters and PayTV operators, the demand for high-quality, TV Everywhere services and the growing subscription and ad revenues from online video make it a profitable segment of their business. Growing investment in bandwidth worldwide offers added incentive to leverage video to grow revenue and customer loyalty.
-On the flipside, the general confusion and lack of market awareness around what an OVP consists of and delivers; and a mushrooming of vendors ostensibly serving the market, hold back the market.
-Home-grown solutions, and low-cost alternatives such as the YouTubes and Vimeos of the world, are diverting small and medium businesses (SMBs) and smaller content providers away from investment in professional OVP solutions.
-OVP is seeing a distinct dichotomy between the enterprise and media and entertainment (M&E) segments. The requirements, challenges, and growth opportunities are unique for each segment. The study calls this out and looks at these segments in greater detail.
-Slow economic growth globally and limited information technology (IT) budgets form the backdrop of the competitive environment. Enterprises are still largely document-centric; as they gradually embrace video as a content type, and develop an enterprise-wide video strategy, the role of OVPs will increase manifold. Concerns about security, video formats, and defining video quality in an online environment are also hurdles in the OVP marketplace.
-Frost & Sullivan observes that Brightcove, Ooyala, Kaltura, and thePlatform are still essentially the largest participants in the OVP space. However, over the past few years, a number of regional participants have developed. Xstream and Arkena are notable participants in Europe; Brazil’s Samba Tech has been the vendor of choice in the Latin American markets; and Australia’s Viocorp is a significant OVP participant in Australia and New Zealand.
-However, on the whole the OVP market is still very much in the growth phase, and is set to grow at a compound annual growth rate (CAGR) of % over the next years. The North America and Latin America market will lead the way, followed closely by the Europe, Middle East, and Africa and Asia-Pacific markets.
-Over the past year, the Scandinavian and Latin American regions have shown huge potential for growth. Many interesting regional and technology trends have surfaced globally; They are covered in greater detail in the study.
-The pricing for OVP use is based on a software license fee, plus bandwidth. The platform license fee is typically determined based on how many content pieces are in the system as well as the number of components in the video platform ecosystem.
-The demand for OVPs will continue to grow, as will the supply. Over the forecast period, the landscape will be peppered with mergers, acquisitions, and tighter technology and reseller partnerships.
-Ease of integration and interoperability, scalability, value-added services such as analytics and digital rights management (DRM), and reliable service guarantees are critical in this market.

Table Of Contents

Analysis of the Global Online Video Platforms Market
1. EXECUTIVE SUMMARY

Executive Summary—Market Engineering Measurements
Executive Summary—CEO's Perspective

2. MARKET OVERVIEW

Market Overview—Definitions
Market Overview—Focus of Analysis
Market Overview—Segmentation
Market Overview—Digital Media Value Chain
Market Overview—OVP Vendors
Market Overview—OVP Customers
Market Overview—Key Questions This Study Will Answer

3. EXTERNAL CHALLENGES: DRIVERS AND RESTRAINTS—TOTAL OVP MARKET

Drivers and Restraints
Drivers Explained
Restraints Explained
Risks, Challenges, and Assumptions

4. FORECAST AND TRENDS—TOTAL OVP MARKET

Forecast Assumptions
Total OVP Market—Revenue Forecast
Revenue Forecast Discussion
Percent Revenue Forecast by Region
Pricing Trends
Technology Trends
Business Trends

5. DEMAND ANALYSIS—TOTAL OVP MARKET

The Evolving OVP Space
Who is Encroaching?

6. MARKET SHARE AND COMPETITIVE ANALYSIS—TOTAL OVP MARKET

Competitive Analysis—Market Share
Competitive Environment
Competitive Landscape
Competitive Factors and Assessment
Market Share and Vendor Analysis—Market Leader
Market Share and Vendor Analysis—Market Challengers
Market Share and Vendor Analysis—Contenders
Market Share and Vendor Analysis—Emerging and Receding Participants
Hot Company Watch List
Hot Company Watch List—RAMP Systems
Hot Company Watch List—MediaPlatform

7. ENTERPRISE SEGMENT BREAKDOWN

Enterprise Segment—Market Engineering Measurements
Enterprise Segment—Drivers and Restraints
Enterprise Segment—Drivers Explained
Enterprise Segment—Restraints Explained
Enterprise Segment—Revenue Forecast

8. MEDIA AND ENTERTAINMENT SEGMENT BREAKDOWN

Media and Entertainment Segment—Market Engineering Measurements
Media and Entertainment Segment—Drivers and Restraints
Media and Entertainment Segment—Drivers Explained
Media and Entertainment Segment—Restraints Explained
Media and Entertainment Segment—Revenue Forecast

9. NALA BREAKDOWN

NALA Breakdown—Latin America
NALA Breakdown—North America
NALA Enterprise Segment—Revenue Forecast
NALA Media and Entertainment Segment—Revenue Forecast
NALA Breakdown—Revenue Forecast Discussion

10. EMEA BREAKDOWN

EMEA Breakdown—Scandinavian Countries
EMEA Breakdown—Western Europe
EMEA Breakdown—The Middle East
EMEA Enterprise Segment—Revenue Forecast
EMEA Media and Entertainment Segment—Revenue Forecast
EMEA Breakdown—Revenue Forecast Discussion

11. APAC BREAKDOWN

APAC Enterprise Segment—Revenue Forecast
APAC Media and Entertainment Segment—Revenue Forecast
APAC Breakdown—Revenue Forecast Discussion

12. THE LAST WORD

The Last Word—Predictions
The Last Word—Recommendations
Legal Disclaimer

13. APPENDIX

Market Engineering Methodology
Market Engineering Measurements
Partial List of Companies Interviewed
Learn More—Next Steps

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