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Global Online Video Analytics Market : Robust Demand for Online Video Prompts the Adoption of Analytics for Monetization and Targeting

  • December 2014
  • -
  • Frost & Sullivan
  • -
  • 96 pages


Table of Contents

Key Findings

•2013 was a landmark year for online video as TV Everywhere and the uptake of mobile devices moved viewing patterns away from traditional TV. This trend led to rapidly shifting conversations around the development of cohesive strategies to make money from online video by delivering seamless online experiences.
•Still a largely nascent market, online video analytics (OVA) earned $ x million in revenue in 2013. It is projected to reach $ x million in 2020 as it observes a compound annual growth rate (CAGR) of x %.
•3 major end-user segments of OVA have been identified, namely, content providers, advertisers, and service providers. As viewers incessantly access online video on secondary screens, it becomes imperative for the x verticals to re-invent themselves to sustain future growth.
•The growth of OVA is largely attributed to the high demand for advanced analytics from online video consumption. The popularity of live events and the demand for premium TV content on over-the-top (OTT) channels and secondary screens is prompting publishers, advertisers, and operators to offer highly sophisticated search, recommendation, and personalized content services to their viewers.
•At present, only a few OVA vendors are active as not many market participants attribute their revenue to analytics. They are focused on the delivery of advertising or network services. However, this gap will be soon be bridged as analytics will become critical to competitive differentiation. Subsequently, the market will open up to new entrants. Apart from obvious use cases around content optimization, high uptake is expected from service providers as subscriber churn brings them to a point where they finally concede that traditional bundled offerings will not sustain the threat from OTT competitors.
•Regionally, North America-Latin America (NALA) continues to dominate the market as content providers are expected to develop vibrant business models by partnering with OVA vendors or establishing in-house analytics capabilities to deliver highly targeted content. Asia-Pacific (APAC) is growing rapidly as operators, advertisers, and content providers look at aggressive growth from online video underpinned by high broadband penetration and the quick adoption of OTT services.
•OVA functionality will be owned by the end-user segments (content providers, service providers, and advertisers) as analytics becomes key to their business models. Their success will invariably hinge on personalization and targeting as they realize that there is no better place to monetize than online video.

CEO’s Perspective

The OVA market continues to be highly fragmented as the near-term focus remains on online advertising services, such as programmatic ad serving and online video distribution.
OVA is a key functionality for anyone looking to monetize from both premium and user-generated content.
OVA is critical for publishers to provide viewership guarantee for advertisers’ digital campaigns.
APAC will demonstrate rapid growth from 2016 as China and Japan become major contributors of OTT services in the region.
OVA functionality will be controlled by the individual end-user segments (content providers, service providers, and advertisers).

Key Questions This Study Will Answer

What is OVA? What types of OVA solutions are available in the market?
How is the market structured? Which companies are of significance in the online video ecosystem?
What are the disruptive market trends? Where are the opportunities?
What are the key technology trends that will change the market landscape? Which regions are expected to demonstrate growth?
What are the implications of market consolidation on existing OVA vendors?
How can OVA vendors plan for the changes around content personalization and targeting?

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