Table of Contents
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.
-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.
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