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

Code: PYR-TC0027IR | Published: Oct-2015 | Pages: 48 | Pyramid Research
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OTT video markets in Asia-Pacific 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 robust and innovative OTT ecosystems. In South Korea and Singapore, where smartphone and pay-TV penetration rates exceed 80%, 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, like Pooq from South Koreas terrestrial broadcasters or Toggle from FTA providers in Singapore. 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.

Key Findings
- Best practices from Asia-Pacific providers show how important 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-Pacific should not be underestimated: in emerging Asia, mobile networks offer a way to expand the addressable OTT market, while Wi-Fi represents a key 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 better 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 relevant content. This would significant expand the operators addressable market and have the indirect benefit of reducing online piracy.

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

The report is organized as follows:

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

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

- China OTT market focus: This section analyzes the largest addressable OTT video market globally, exploring the largest OTT players, providing market and revenue forecasts and identifying key market trends.

- Case studies: This section comprises five case studies to identify best practices and to look more closely at some of the factors that drive markets.
Key findings and recommendations: This section provides the reports findings on OTT video markets in Asia-Pacific, along with Pyramid Researchs recommendations for telecom operators, mobile operators, pure-play OTT players, broadcasters, pay-TV providers and media companies.

Reasons To Buy
- Provides a comprehensive, detailed understanding of over-the-top video (OTT) services in the diverse 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 particular at the various challenges and opportunities facing them, with examples from OTT providers throughout the region.

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

- A section on the OTT market in China offers particular insight into that market, including an overview, revenue forecasts and an examination of growth drivers and inhibitors.

- Offers an overview of the actionable analysis of trends offers a wider perspective, while its case studies of five OTT providers in Asia-Pacific provide a resource for more detailed planning.

- Includes section of key findings and recommendations extracts the crucial forward-looking trends in OTT to allow OTT pure plays, pay-TV operators, broadcasters, telecom network operators, media companies, IT vendors and regulators to develop 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.

Table of Contents

OTT video market: Taxonomy, business models and content provision
OTT video pricing and business models
OTT service providers
Content provision in the connected era
Challenges and opportunities for OTT service providers in the diverse APAC markets
OTT video in Asia-Pacific: Overview, market comparisons, providers and opportunities
The OTT video market in Asia-Pacific
Pyramid Research OTT Video Market Attractiveness Index
OTT Video Market Attractiveness Index results
OTT service provider profiles
OTT business models and pricing methods
OTT provider summaries
OTT mobile opportunity
China OTT market focus: Overview, forecasts and trends
China: OTT video market overview
China: Fixed paid OTT video accounts and revenue forecast
China: Key market trends
Market details: Case studies
China: LeTV
India: BigFlix
Indonesia: Genflix
Singapore: Toggle
South Korea: Pooq
Key findings and recommendations
Appendices
OTT Video Market Attractiveness Index composition and methodology
OTT Video Market Attractiveness Index countries covered
Acronyms and definitions


List of Tables


Exhibit 1: OTT video business models
Exhibit 2: Types of OTT providers
Exhibit 3: OTT content provision for the connected consumer
Exhibit 4: OTT video challenges and opportunities, APAC
Exhibit 5: APAC pay-TV penetration, 2014-2019
Exhibit 6: Smartphone penetration in select APAC markets, 2015
Exhibit 7: Sub-indexes of the OTT Video Market Attractiveness Index
Exhibit 8: OTT Video Market Attractiveness Index scores
Exhibit 9: OTT Readiness sub-index results, APAC
Exhibit 10: OTT Intensity sub-index results, APAC
Exhibit 11: Local Factors sub-index results, APAC
Exhibit 12: Overall OTT Attractiveness Index results, APAC
Exhibit 13: OTT service provider profiles by industry
Exhibit 14: Common OTT models; examples
Exhibit 15: OTT pricing schemes; examples
Exhibit 16: Mobile broadband penetration, 2014, 2020; subscriptions 2020
Exhibit 17: Content partnerships of top five OTT video service providers, China
Exhibit 18: Paid fixed OTT accounts, SVoD household penetration, China
Exhibit 19: Fixed OTT revenue, China
Exhibit 20: Paid OTT video in China, challenges and opportunities
Exhibit 21: China OTT index scores
Exhibit 22: Pay-TV and broadband adoption, China, 2015-2020
Exhibit 23: LeTV subscription pricing
Exhibit 24: LeTV OTT checklist
Exhibit 25: LeTV broadband bundle prices by download speed
Exhibit 26: India OTT index scores
Exhibit 27: Pay-TV accounts, broadband penetration, India, 2015-2020
Exhibit 28: BigFlix subscription pricing, 2015
Exhibit 29: BigFlix OTT checklist
Exhibit 30: LTE accounts and smartphone penetration, India, 2015-2020
Exhibit 31: Indonesia OTT index scores
Exhibit 32: Pay-TV accounts and broadband penetration, Indonesia, 2015-2020
Exhibit 33: Genflix subscription pricing
Exhibit 34: Genflix OTT checklist
Exhibit 35: Fixed broadband and LTE accounts, Indonesia, 2015-2020
Exhibit 36: Smartphone share of total handset sales, Indonesia, 2015-2020
Exhibit 37: Singapore OTT index scores
Exhibit 38: Pay-TV/broadband adoption, Singapore, 2015-2020
Exhibit 39: Toggle users, Oct 2014 and Jan 2015
Exhibit 40: Toggle OTT checklist
Exhibit 41: Mobile subscriptions by network generation, Singapore, 2015 (est.)
Exhibit 42: Toggle user statistics
Exhibit 43: South Korea OTT index scores
Exhibit 44: Pay-TV accounts, broadband penetration, South Korea, 2015-2020
Exhibit 45: Pooq OTT checklist
Exhibit 46: Pooq TV plans
Exhibit 47: LTE percentage of mobile subs, South Korea, 2015-2020
Exhibit 48: Olleh TVs Pooq 4K subscription plans
Exhibit 49: CandMs Pooq subscription plans


List of Figures


Exhibit 1: OTT video business models
Exhibit 2: Types of OTT providers
Exhibit 3: OTT content provision for the connected consumer
Exhibit 4: OTT video challenges and opportunities, APAC
Exhibit 5: APAC pay-TV penetration, 2014-2019
Exhibit 6: Smartphone penetration in select APAC markets, 2015
Exhibit 7: Sub-indexes of the OTT Video Market Attractiveness Index
Exhibit 8: OTT Video Market Attractiveness Index scores
Exhibit 9: OTT Readiness sub-index results, APAC
Exhibit 10: OTT Intensity sub-index results, APAC
Exhibit 11: Local Factors sub-index results, APAC
Exhibit 12: Overall OTT Attractiveness Index results, APAC
Exhibit 13: OTT service provider profiles by industry
Exhibit 14: Common OTT models; examples
Exhibit 15: OTT pricing schemes; examples
Exhibit 16: Mobile broadband penetration, 2014, 2020; subscriptions 2020
Exhibit 17: Content partnerships of top five OTT video service providers, China
Exhibit 18: Paid fixed OTT accounts, SVoD household penetration, China
Exhibit 19: Fixed OTT revenue, China
Exhibit 20: Paid OTT video in China, challenges and opportunities
Exhibit 21: China OTT index scores
Exhibit 22: Pay-TV and broadband adoption, China, 2015-2020
Exhibit 23: LeTV subscription pricing
Exhibit 24: LeTV OTT checklist
Exhibit 25: LeTV broadband bundle prices by download speed
Exhibit 26: India OTT index scores
Exhibit 27: Pay-TV accounts, broadband penetration, India, 2015-2020
Exhibit 28: BigFlix subscription pricing, 2015
Exhibit 29: BigFlix OTT checklist
Exhibit 30: LTE accounts and smartphone penetration, India, 2015-2020
Exhibit 31: Indonesia OTT index scores
Exhibit 32: Pay-TV accounts and broadband penetration, Indonesia, 2015-2020
Exhibit 33: Genflix subscription pricing
Exhibit 34: Genflix OTT checklist
Exhibit 35: Fixed broadband and LTE accounts, Indonesia, 2015-2020
Exhibit 36: Smartphone share of total handset sales, Indonesia, 2015-2020
Exhibit 37: Singapore OTT index scores
Exhibit 38: Pay-TV/broadband adoption, Singapore, 2015-2020
Exhibit 39: Toggle users, Oct 2014 and Jan 2015
Exhibit 40: Toggle OTT checklist
Exhibit 41: Mobile subscriptions by network generation, Singapore, 2015 (est.)
Exhibit 42: Toggle user statistics
Exhibit 43: South Korea OTT index scores
Exhibit 44: Pay-TV accounts, broadband penetration, South Korea, 2015-2020
Exhibit 45: Pooq OTT checklist
Exhibit 46: Pooq TV plans
Exhibit 47: LTE percentage of mobile subs, South Korea, 2015-2020
Exhibit 48: Olleh TVs Pooq 4K subscription plans
Exhibit 49: CandMs Pooq subscription plans
PRIMARY MENTIONS:
LeTV
BigFlix
Genflix
Toggle
Pooq
ALL MENTIONS:
Akamai
Alibaba Group
Apple
Baidu
beIN Sports
BesTV
BigFlix
BoxTV
CandM Co.
Celestial Movies
China Mobile
China Telecom
China Unicom
CJ Hellovision
Contents Alliance Platform (CAP)
Cool2vu
Comedy Central Asia
d Video
Disney
DreamWorks
ErosTV
First Media Go
Genflix
Go
Google
Hooq
Hotstar
ICICI Bank
Indosat
iQiyi
KBS
KIX Thrill Select
KT
Leshi Holding
LeTV
LG Uplus
M1
Maxis Malaysia
MBC
MediaCorp
Microsoft
Netflix
NTT
Ogle
olleh TV
Orange TV
Phantom Films
Pooq
Presto
PT Mega Media Indonesia
Quickflix
Reliance ADA
Reliance Communications
Reliance Popkorn
Shanghai Media Group
Singtel
SK Telecom (SKT)
Sohu
Sony
Spuul
StarHub
Telkom Indonesia
Telkomsel
Tencent
Toggle
True Corp
TVer
Tving
World Bank
XL Axiata
Youku Tudou
YouTube

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