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OTT Video in Asia-Pacific: 4G Networks to Boost OTT Growth across Diverse Markets

OTT Video in Asia-Pacific: 4G Networks to Boost OTT Growth across Diverse Markets

  • October 2015
  • 48 pages
  • ID: 3350779
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Summary

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Brief

OTT video markets in APAC differ largely due to demographic and economic factors and the telecom landscape. Markets with high adoption rates of pay-TV, fixed broadband and mobile broadband see the most strong and innovative OTT ecosystems. In South Korea (KR) and Singapore (SG), where smartphone and pay-TV penetration rates exceed 80.0 percent, there are OTT services that function as linear and SVoD TV-everywhere complements to traditional pay-TV services. These have evolved either through telecom operators or pay-TV providers offering an OTT service themselves, for example Hooq from Singtel, or through broadcasters leveraging their assets on the Internet, such as Pooq from South Korea's terrestrial broadcasters or Toggle from FTA providers in Singapore (SG). OTT services in both markets see heavy traffic from mobile networks. Markets with low pay-TV penetration, low broadband penetration or low smartphone penetration see lower levels of OTT adoption and simpler services.

Main highlights

- Best practices from Asia-Pacific providers show how crucial hybrid models are to success in OTT video. OTT providers in markets that score lower on the Readiness and Intensity sections of the Pyramid Research OTT Video Market Attractiveness Index should consider focusing on AVoD before introducing SVoD and TVoD services.

- The importance of mobile service in Asia-Pac should not be underestimated: in emerging Asia, mobile networks offer a way to expand the addressable OTT market, while Wi-Fi represents a main enabler technology for nomadic usage in developed Asia.

- Pure-play OTT players and telecom operators should seek to partner in order to create value. Operators can differentiate themselves superior and increase customer loyalty by using an OTT service; for pure-play OTTs, meanwhile, partnering with operators can boost customer acquisition by exposing households to the service via pre-established customer relationships.

- Media companies should repackage their content into OTT services in order to leverage their cost advantages and to future-proof their business as media consumption increasingly comes from online sources.

- In light of lower-income households getting connected globally, pay-TV and telecom operators in APAC should look at addressing this segment by launching a low-cost, stand-alone and mobile-focused OTT video service packed with effective content. This would meaningful expand the operator's addressable market and have the indirect benefit of reducing online piracy.

Abstract

'OTT Video in Asia Pacific (APAC): 4G Networks to Boost OTT Growth across Diverse Markets,' a Telecom Insider Report by Pyramid Research, examines the sector for over-the-top video services in Asia-Pac (APAC). It provides both an overview of the existing situation with current trends and a in-depth look at select service providers and markets. Examples are provided from Asia-Pacific markets of all types.

The market research is organized as follows:

- The OTT video market: This section offers a general analysis of OTT services, containing a taxonomy and a look at business models and content provision as efficient to APAC markets.

- OTT video in APAC: This section examines more specifically the region's markets, including pay-TV and smartphone penetration, common business models, pricing schemes and OTT service provider types. The section also offers results from the Pyramid Research OTT Video Market Attractiveness Index, comparing the principal OTT markets on infrastructure, demand and socioeconomic factors, and profiles a number of OTT service providers.

- China OTT market focus: This section examines the most important addressable OTT video market globally, exploring the biggest OTT players, providing market and revenue forecasts and identifying top market trends.

- Case studies: This section comprises five case studies to recognize best practices and to look more closely at some of the factors that drive markets.

Key findings and recommendations: This section offers the report's findings on OTT video markets in Asia-Pac, together with Pyramid Research's recommendations for telecom operators, mobile operators, pure-play OTT players, broadcasters, pay-TV providers and media companies.

Great reasons to purchase

- Provides a exhaustive, exhaustive understanding of over-the-top video services in the different pay-TV markets of the Asia-Pacific region.

- Includes analysis on the pricing strategies, business models and the great variety of OTT service providers, looking in unique at the different challenges and alternatives facing them, with examples from OTT providers throughout the region.

- To highlight the APAC region's most attractive OTT markets, it draws on Pyramid Research's OTT Video Market Attractiveness Index, which ranks markets globally based on infrastructure, demand and socioeconomic factors.

- A section on the OTT market in China (CN) affords unique insight into that market, containing an overview, revenue forecasts and an examination of growth drivers and inhibitors.

- Affords an overview of the actionable analysis of forecasts affords a wider perspective, while its case studies of five OTT providers in Asia Pacific (APAC) provide a resource for more in-depth planning.

- Includes section of main findings and recommendations extracts the important forward-looking trends in OTT to allow OTT pure plays, pay-TV operators, broadcasters, telecom network operators, media companies, IT vendors and regulators to expand effective longer-term OTT strategies.

- Boasts of high presentation quality that allows it to be turned into presentable material immediately, for an executive-level audience.

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