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Market Research Report

The Lifecycle of OTT Video Services - Service Evolution

Published by Parks Associates Product code 904333
Published Content info 82 Pages
Delivery time: 1-2 business days
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The Lifecycle of OTT Video Services - Service Evolution
Published: November 20, 2019 Content info: 82 Pages
Description

This report examines the stages of an OTT service's lifecycle from the initial concept to subscriber adoption. Key themes include the phases of the OTT service lifecycle, go-to-market strategies, and the evolution of OTT services. It provides a roadmap of strategies and lists considerations that OTT services need to make at different stages in order to be successful. The report includes examples of key players and services in the market today and provides a detailed case study of the evolution of OTT video service Revry, through startup, design, launch, and growth.

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Table of Contents

Table of Contents

Executive Summary

  • Overall OTT Service Subscriptions (2014 - 2019)
  • Methods Used to Subscribe to Subscription OTT (Q1/19)
  • Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)
  • Pay-TV Vs. OTT Service Subscription (2018 - 2019)
  • Market lifecycles commonly have four stages
  • Both markets and companies go through lifecycles
  • Key Findings: OTT Video Service Competition
  • Key Findings: Jumping The Gap

The Lifecycle of OTT Services - Service Evolution: Service Design

  • An OTT video service's lifecycle begins with the core elements necessary for its initial design
  • Capital / Funding
  • Content
  • Factors Influencing OTT Service Subscriptions (Q1/19)
  • Platform
  • Platform: End-to-End Solutions
  • Platform: End-to-End Providers
  • Platform: Smart TV
  • Platform: Streaming Media Player (SMP)
  • Platform: Mobile Devices and Browsers
  • Platform: Game Console
  • Business Model
  • Use of Video Services (Q1/19)
  • Number of OTT Service Subscriptions (2014 - 2019)

The Lifecycle of OTT Services - Service Evolution: Introduction

  • Segment Targeting
  • Initial Marketing
  • Product Iteration / Beta

The Lifecycle of OTT Services - Service Evolution: The OTT Gap

  • Following the introduction phase, several obstacles can impede growth
  • Quarterly Subscriber Growth of US vMVPD Services
  • Adequate Awareness / Attracting Target Users
  • Compelling Content / Differentiation
  • Differentiation
  • Quality User Experience
  • Indexed Rating of Video Services by Provider (Q1/19)
  • Adequate Revenue, ROI, or Capital

The Lifecycle of OTT Services - Service Evolution: Growth

  • Aggressive Promotion
  • Greater Content Investment
  • Global Expansion
  • Feature Enhancement

The Lifecycle of OTT Services - Service Evolution: Maturity

  • As growth slows, OTT services approach maturity
  • Partnerships
  • Strategic partnerships provide added exposure and/or incremental value
  • Acquisition
  • Scale
  • Diversification
  • Retention Strategies
  • Innovation

The Lifecycle of OTT Services - Service Evolution: Decline

  • Services that have exhausted their market potential face a decline in revenues and subscribers
  • Quarterly Subscriber Growth of US vMVPD Services

Case Study - Revry

  • Brand Background
  • Lessons Learned: Design Phase
  • Lessons Learned: Introduction Phase
  • Lessons Learned: OTT Gap / Growth

Implications / Recommendations

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