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OTT動画:メディア企業はインターネット巨大企業のテリトリー侵入にどのように対応するか

OTT Video

How media companies are responding to Internet giants’ incursion into their territory

 

出版社 出版年月電子版価格 ページ数
IDATE
イダテ社
2018年1月Eur2,000
1-5ユーザライセンス (PDF)
33

サマリー

フランスの調査会社イダテ社(IDATE)の調査レポート「OTT動画:メディア企業はインターネット巨大企業のテリトリー侵入にどのように対応するか」は、世界のOTT(Over The Top)による動画市場の動向を分析し、市場の企業がどのように対応しているかについて記載している。まず、インターネットのトップ企業が自社の特徴や資金力、技術的な利点、世界的な規模、収益化ツールなどを生かしつつOTT動画を進化させている方法に注目している。次に、このような主要企業のコンテンツ獲得やOTT動画サービスの戦略を明示している。最後に、このような浸食に呼応してメディア企業がとることのできる対応としての、提携戦略や独自サービスの作成などについて詳述している。OTT動画市場の広告や有料サービスによる2021年までの収益を予測している。

Summary

 

This report analyses the OTT video market’s dynamic around the globe, and especially how market players are faring.

It begins by looking at the ways in which top Internet companies are stepping up their OTT video developments, by leveraging their trump cards: financial clout, technological advance, global audience, monetisation tools.

Next it explores these leading players’ content acquisition and OTT video service strategies.

Lastly, it delves into the options available to media companies to respond to these incursions, including partnership strategies and the creation of standalone services.

The report concludes with forecasts for OTT video market revenue (advertising and paid services) up to 2021.

Geographic area & Players

World

Actors

21st Century Fox
Alibaba
Amazon
Apple
AT&T
BBC
BeIN Sports
Canal+
CBS
CNN
Comcast
DAZN
DirecTV
Discovery Communications
Disney
Eurosport
Facebook
Fubo TV
Google/YouTube
Hulu
Mediaset
Molotov
MTG
NBA
NBC
Netflix
NFL
NLziet
ProSiebenSat1
Sky
Snapchat
Tencent
TF1
TIM
Twitter
Zattoo
 

Slideshow

Internet giants enjoy real leverage in the video market…

• Unparalleled financial clout
• An ever-greater technological advance
• A global audience
• Mastering monetisation tools

… and stepping up their market development

• Video become a must-have in a platform-centric universe
• Content acquisition: a two-pronged approach
• Capturing the advertising market
• Betting on paid services

Media companies are responding to these new challenges in several ways

• New formats and social media
• Providing content to the Internet’s top paid services
• Partnerships between media companies and telcos also developping
• Developing standalone services

An addressable OTT video market forecast to double by 2021

• An OTT video market that is expected to double by 2021, to reach 98 billion EUR
 



Other details

Reference: M17280MRA
Delivery: on the DigiWorld Interactive platform
Languages available: French, English
Tags: Advertising, Internet giants, media companies, OTT Video, video market

 



目次

1. Executive Summary

2. Methodology
 2.1. General methodology of IDATE reports

3. Internet giants enjoy real leverage in the video market
3.1. Unparalleled financial clout
 3.2. An ever-greater technological advance
 3.3. A global audience
 3.3.1. Viewers now number in the hundreds of million, if not billions
 3.3.2. Growing popularity of mobile video viewing…
3.3.3. …puts Internet giants in a position of strength
 3.4. Mastering monetisation tools
 3.4.1. Payment tools operational on a large scale
 3.4.2. Considerable lead in the online advertising market

4. Internet giants staying the course with video
4.1. Video become a must-have in a platform-centric universe
 4.2. Top Internet companies’ programme acquisition, partnership and original production strategies
 4.2.1. How the players are positioned
 4.2.2. A two-pronged approach
4.3. Two business models: advertising and payment
 4.3.1. Capturing the advertising market
 4.3.2. Betting on paid services

5. Media companies’ options
 5.1. New formats and social media
 5.1.1. A tricky economy equation
 5.1.2. Mobile first?
 5.1.3. Audience and advertising
5.2. Providing content to the Internet’s top paid services
5.3. Partnerships between media companies and telecoms
 5.3.1. Partnerships between media companies
 5.3.2. Media – telecoms partnerships
5.4. Developing standalone services
 5.4.1. A shift in position for media companies
 5.4.2. New independent aggregators
5.5. Double the addressable market by 2021


List of tables and figures

Tables
 Table 1: Top Internet companies’ IT and cloud infrastructure products
 Table 2: The Internet giants’ payment and e-commerce services
 Table 3: Examples of Internet companies’ video services, 2017
 Table 4: Examples of Internet giants’ sporting rights acquisitions
 Table 5: Examples of how the Internet leaders are positioned in original production and content partnerships
 Table 6: Examples of agreements between media companies and Internet giants
 Table 7: Examples of partnerships and mergers between media and telecoms companies
 Table 8: Examples of media companies’ OTT video services

Figures
 Figure 1: Internet companies’ revenue in 2016
 Figure 2: Internet companies’ free cash flow in 2016
 Figure 3: Internet companies’ market cap
 Figure 4: Amazon Web Services: end-to-end OTT video solution
 Figure 5: Internet leaders’ addressable market
 Figure 6: Breakdown of video screen time for the different devices, 2010-2016
 Figure 7: Viewing outside the home by genre, in the United States, January – May 2017
 Figure 8: Percentage of Internet leaders’ revenue earned on mobile services, 2013-2016
 Figure 9: Ad revenue and share of total revenue: Google and Facebook, 2010-2016
 Figure 10: Breakdown of online advertising market share 2016
 Figure 11: Breakdown of mobile advertising market share, 2016
 Figure 12: Breakdown of generation Z streaming consumption in the United States, in 2016
 Figure 13: Apple TV app
 Figure 14: Internet giants’ estimated spending on producing original content in 2017 and 2018
 Figure 15: Comparison of media CPM, estimates as of March 2016
 Figure 16: Evolution of global ad revenue, by medium
 Figure 17: Video subscriber growth for Netflix and Amazon worldwide, 2015-2017
 Figure 18: Long, mid and short tail
 Figure 19: CNN on Snapchat
 Figure 20: The Studio+ SVOD service
 Figure 21: Top 10 YouTube networks on computers, August 2017
 Figure 22: Examples of Snapchat Discover partnerships
 Figure 23: Business model for media companies’ OTT video services
 Figure 24: SVOD market growth in the UK
 Figure 25: Subscriber growth for media companies’ OTT video platforms, 2013 to 2017
 Figure 26: OTT video market growth worldwide, 2012-2017 (billion EUR)

 

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