Market Research Report
OTT TV Without Borders
|Published by||Ovum (TMT Intelligence, Informa)||Product code||234033|
Delivery time: 1-2 business days
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.
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.