OTT TV Without Borders

Introduction

Abstract

GC sites like YouTube have always been inherently global; now some of their premium peers are joining their ranks. Netflix, Hulu and others all see fruitful opportunities in reaching beyond their domestic markets.

OTT video service providers are launching their services internationally. This report reviews their individual strategies and performance. It also highlights the advantages that launching internationally offers both mass-market and niche players.

Overview:

Unconstrained by the necessity to invest heavily in infrastructure in each new country, leading OTT video players are on the move. Netflix, Hulu, and the BBC's iPlayer have all, to some degree, expanded outside their domestic markets to launch elsewhere.

International OTT video services will have to exploit their advantages where they can as they compete with rivals that have a very similar service. They will have to use what advantages they have  be that their connected device reach or their sophisticated recommendation system. But relying on these alone is not enough, international OTT video services must ensure they are sensitive to local preferences. Investment in local content is vital, otherwise users will see little value in the service.

But international OTT is not only about providing mass-market services, it offers a unique opportunity for niche services  be that by genre or targeted towards certain ethnic groups. With the rollout of the Global iPlayer, BBC Worldwide is attempting to build direct relationships with British expats and Anglophiles in many major markets. Although taken individually, subscriber numbers in each of these markets can only ever be small, taken as a total, the subscriber base could be substantial.

Countries/regions covered:

• Western Europe
• UK
• France
• Germany
• Spain
• Italy
• Asia Pacific
• Japan
• Australia
• Latin America
• Brazil
• North America
• Canada
• US

Case studies include:

• Netflix
• Hulu
• Global iPlayer

How will this research help you:

• Understand the key drivers behind the recent expansion of OTT video services into additional markets
• Identify best practices for providing international OTT services
• Evaluate different strategies for international OTT services
• Assess the impact of international OTT players on your business.

Contributing Analysts

• Natalie Bursk, Business Research Executive, Informa Telecoms & Media
• Andrew Ladbrook, Senior Analyst, Informa Telecoms & Media

OTT TV Without Borders published by Informa Telecoms & Media in March 27, 2012. This report price starts from US $ 1592.

Press Release

OTT TV Growth Threatens Traditional pay-TV; Ten Strategies for Cable Operators to Survive in the Connected Era

Global Information Inc. would like to present a new market research report, "OTT TV Without Borders" by Informa Telecoms & Media.

By looking across the spectrum of the cable business, Informas experts on networks, operator strategy, connected devices, broadband, Wi-Fi, TV, mobility and the cloud have created a list of the 10 things cable operators must do to succeed in the connected era. In each case, the advice is supported by extensive research, backed up by Informas market-leading proprietary data.

10 strategies for competing in the connected era:

1. Upgrade and upsell
2. Partner with "over-the-top"(OTT) providers
3. Look beyond "killer" content
4. Invest in a second-screen strategy
5. Bundle connected TVs with triple-play packages
6. Concentrate on "kind-of-fast" broadband
7. Develop mobile-centric strategies
8. Use Wi-Fi to create new opportunities beyond off-loading
9. Target SMEs with cloud services
10. Extend the operators role

The cable industry in Europe, despite the relative success of big operators such as Kabel Deutschland, Virgin Media and UPC, is facing some major challenges. Among other things, the consumer adoption of connected-TV devices and the anticipated growth of over-the-top (OTT) providers such as Netflix threaten traditional providers of pay-TV services, with viewers no longer reliant on a sole provider of premium TV content. And that is before we throw in an economic crisis that increases the pressure on prices. No wonder, then, that the respondents to an Informa cross-industry survey in 3Q11 felt that cable operators were prominent among those in the value chain that had most to lose from the rise of connected TVs.