OTT Video in Europe: Focus on Domestic Content and Local Languages to Boost Take Up of Services.

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With increasing popularity of OTT services, an increasing number of mobile operators, pay-tv providers, broadcasters and media companies are expanding into the OTT arena either by partnering with OTT players or by launching their own OTT services. Most European markets provide indeed a suitable environment for OTT video growth, offering high broadband and pay-tv penetrations and high average connection speeds. In Western Europe, SVoD is gaining traction while AVoD dominates the OTT video market in Central and Eastern Europe. Examples of OTT services introduced by mobile operators include Video load by Deutsche Telekom. Broadcaster CME has its own OTT service called Voyo available in all of the six markets where CME has operations while pay-tv operator Cyfrowy Polsat launched Ipla in Poland and German media company ProSiebenSat.1 Media launched maxdome in German-speaking countries. Rising penetration of connected devices across Europe is also forcing OTT players to provide services on multiple platforms such as mobile, tablets, smart TVs, game consoles, etc., and are actively pursuing deals with these parties to support the uptake of their OTT services.

Scope

• Western Europe region being more affluent than the Central Eastern Europe has higher penetration of SVoD/TVoD OTT subscriptions accounts. AVoD model dominates the CEE region.

• Telecom operators, broadcasters, media companies and pay-tv operators in the region are actively looking to take advantage of rising demand of video services to add value to their existing services and improve competitiveness.

• Though dominated by AVoD, SVoD is rapidly gaining traction in the countries of CEE region, Western European countries continue to witness strong growth of paid subscription accounts.

• Linguistic disparity in Europe increase the cost of content for OTT providers, however, European Commission’s DSM strategy could improve the situation for OTT providers in the future.

Reasons to Buy

Offers a comprehensive and detailed understanding of over-the-top video (OTT) services in the European markets.

Taking a forward-looking approach, the report investigates pricing strategies, business models and the variety of OTT service providers, looking in particular at the various challenges and opportunities facing them, with examples from OTT providers throughout the region.

To highlight the Europe’s most attractive OTT markets, this report draws on Pyramid Research’s OTT Video Market Attractiveness Index, which ranks markets globally based on infrastructure, demand and socioeconomic factors.

Provides telcos with actionable analysis of trends, while the case studies of five OTT providers in Europe provide a resource for more detailed planning.

The key findings and recommendations highlight crucial forward-looking trends in OTT, to allow OTT pure plays, pay-tv operators, broadcasters, telecom network operators and media companies to develop effective longer-term OTT strategies.

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

Amazon
CME
Ivi
Cyfrowy Polsat
ProSiebenSat
Netflix
Virgin Media
T-Mobile
KPN
Sky Deutschland
EE
MTS
MTG
Vivendi
Orange (France)
Deutschen Telekom
Cineman
Vodafone
Spotify
Sky plc
Warner Brothers
20th Century Fox
Paramount Pictures
BBC
NBC Universal
National Geographic
BBC
AETN
EMI
National Geographic
Lionsgate
Power Corp
Nickelodeon
Wild Bunch
Rainbow
Nuimage
Telemunich
Mosfilm
Lenfilm
Gorky
Walt Disney
Mosfilm
PTS Bazelevs
Samsung
LG
Philips
Toshiba
Sony
Western Digital
Xbox
icon BIT
Dune
Buran Venture Capital
Channel One
CTC
TV-3
MTV
2x2
Central Partnership
Soyuzmultfilm
Paradiz
VGTRK
Russian World Studio
Bazelevs
Leopolis
Amedia
Profit
CTB
Lenfilm
Interia TV
Iplex
NGC Networks Korea
TOYA
Netia
Panasonic
Thomson
Loewe
TCL
IKEA
Sharp
Google
Unity media
Humax
Irdeto
WWE
PAYONE GmbH
Roku
TiVo
Entertainment One
MGM
RCS & RDS
UPC
Bulsatkom
Blizoo
Vivacom
NetSarf

Table of Contents

Market details: Case studies

Russia: Ivi

Poland: Ipla

Germany: maxdome

UK: Amazon Prime instant video

CEE: Voyo

Key findings and recommendations

Appendices

OTT Video Market Attractiveness Index composition and methodology

OTT Video Market Attractiveness Index countries covered

Acronyms and definitions

Table

Exhibit 1: OTT Video Business Models

Exhibit 2: Types of OTT provider

Exhibit 3: OTT Content provision for the connected consumer

Exhibit 4: OTT Video Challenges and opportunities, Africa & middle east

Exhibit 5: Pay-TV household penetration, select markets, 2016

Exhibit 6: Sub-indexes of OTT market attractiveness index, 2015

Exhibit 7: OTT video market attractiveness index scores, 2015

Exhibit 8: OTT Readiness sub-index results, Europe, 2015

Exhibit 9: OTT intensity sub-index results, Europe, 2015

Exhibit 10: Local factors sub-index results, Europe, 2015

Exhibit 11: Overall OTT attractiveness index results, Europe, 2015

Exhibit 12: OTT service provider profiles by industry

Exhibit 13: Common OTT models

Exhibit 14: Mobile subscriptions by technology, Europe

Exhibit 15: Russia OTT index scores, 2015

Exhibit 16: Pay-TV and broadband adoption, Russia

Exhibit 17: Ivi subscription pricing

Exhibit 18: Ivi OTT checklist

Exhibit 19: Ivi’s main content partners

Exhibit 20: Poland OTT index scores

Exhibit 21: Pay-TV accounts, Broadband penetration, Poland

Exhibit 22: Ipla subscription pricing

Exhibit 23: Ipla OTT Checklist

Exhibit 24: Tennis games available on Ipla

Exhibit 25: Germany OTT index scores

Exhibit 26: Pay-TV accounts, Broadband penetration, Germany

Exhibit 27:Maxdome subscription pricing

Exhibit 28: Maxdome OTT Checklist

Exhibit 29: Maxdome offers access to popular movies and series

Exhibit 30: UK OTT index scores

Exhibit 31: Pay-TV accounts, Broadband penetration, UK

Exhibit 32: Amazon Prime Instant Video OTT Checklist

Exhibit 33: Amazon Prime Instant Video offers access to video, music and eBooks

Exhibit 34: Voyo subscriptions pricing

Exhibit 35: VoyoOTT Checklist

Exhibit 36: Voyo available on Smart TVs

Exhibit 37: Fixed broadband and LTE accounts, CEE

Figures

Exhibit 1: OTT Video Business Models

Exhibit 2: Types of OTT provider

Exhibit 3: OTT Content provision for the connected consumer

Exhibit 4: OTT Video Challenges and opportunities, Africa & middle east

Exhibit 5: Pay-TV household penetration, select markets, 2016

Exhibit 6: Sub-indexes of OTT market attractiveness index, 2015

Exhibit 7: OTT video market attractiveness index scores, 2015

Exhibit 8: OTT Readiness sub-index results, Europe, 2015

Exhibit 9: OTT intensity sub-index results, Europe, 2015

Exhibit 10: Local factors sub-index results, Europe, 2015

Exhibit 11: Overall OTT attractiveness index results, Europe, 2015

Exhibit 12: OTT service provider profiles by industry

Exhibit 13: Common OTT models

Exhibit 14: Mobile subscriptions by technology, Europe

Exhibit 15: Russia OTT index scores, 2015

Exhibit 16: Pay-TV and broadband adoption, Russia

Exhibit 17: Ivi subscription pricing

Exhibit 18: Ivi OTT checklist

Exhibit 19: Ivi’s main content partners

Exhibit 20: Poland OTT index scores

Exhibit 21: Pay-TV accounts, Broadband penetration, Poland

Exhibit 22: Ipla subscription pricing

Exhibit 23: Ipla OTT Checklist

Exhibit 24: Tennis games available on Ipla

Exhibit 25: Germany OTT index scores

Exhibit 26: Pay-TV accounts, Broadband penetration, Germany

Exhibit 27:Maxdome subscription pricing

Exhibit 28: Maxdome OTT Checklist

Exhibit 29: Maxdome offers access to popular movies and series

Exhibit 30: UK OTT index scores

Exhibit 31: Pay-TV accounts, Broadband penetration, UK

Exhibit 32: Amazon Prime Instant Video OTT Checklist

Exhibit 33: Amazon Prime Instant Video offers access to video, music and eBooks

Exhibit 34: Voyo subscriptions pricing

Exhibit 35: VoyoOTT Checklist

Exhibit 36: Voyo available on Smart TVs

Exhibit 37: Fixed broadband and LTE accounts, CEE

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