Online Video
In-depth market report - 03/10/2011
Uses - OTT markets - CDN/delivery services
This study spotlights both the online consumer and video delivery market with a segmentation of key services and key metrics on usage. It analyzes revenue models (ad, pay, freemium, bundling) and proposes key player and event case studies. It assesses the key technology for online video delivery (including CDN) and presents the main solutions regarding platforms, protocols and delivery solutions. It identifies the key drivers and provides forecasts
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1. Executive Summary
2. Methodology
The survey
The focus group
3. The consumer online video market
3.1. Key online video services
3.1.1. Free short clips services
3.1.2. Streaming platforms
3.1.3. Catch-up TV services
3.1.4. Premium VoD offers
3.1.5. Live streaming services
3.2. Usage of online video
3.2.1. Mainstream and increasing usages
3.2.2. Consumption behaviours
Type of programs
Frequency of usage
Type of programs: TV series of 45 minutes as a new intermediary format
Demographics : mainly young consumers of videos
Place of consumption: watching video is a quite solitary behaviour
Social video: recommendation is strong for short clips
A commitment to free content leading to compromises on quality
Multi-tasking is an issue for advertisers
Some consumption trends
3.2.3. PC vs TV set
Reasons of watching online videos on TV set
Online video consumption still far behind live TV
Time of consumption: online videos competes with TV
Interest in watching online videos on the TV set
3.3. Revenue models of consumer online video services
3.3.1. Advertising revenue models
Traditional online ad formats
In-video formats
New trend for in-video advertising: viewer choice
Online advertising pricing
Revenue sharing between right holders and video services
3.3.2. Consumer payment for content
Pricing models
Revenue sharing with right holders
3.3.3. The freemium model
3.3.4. Bundling the content with other services
3.4. Key players on the consumer online video market
3.4.1. Overview of case studies
3.4.2. Comparison of key players metrics
Number of viewers (as % of total Internet users)
Average minutes watched per video
Number of videos watched per viewer per month
Total number of minutes per viewer per month
Positioning of players with respect to their metrics
3.5. The case of major events
3.5.1. Case study: The French Open
3.5.2. Other major sporting events
FIFA World Cup 2010
Olympic Games; Summer 2008 and Winter 2010
3.6. Size of the consumer online video market
4. The online video delivery services market
4.1. Key technologies
4.1.1. Content delivery technologies
CDN
P2P
Hybrid CDN (including P2P)
4.1.2. Platforms and formats
4.1.3. Codecs and containers
4.1.4. Protocols and adaptive streaming
4.2. Key elements for cost models and pricing of online delivery services
4.2.1. Unicast
4.2.2. CDN
4.2.3. Storage
4.2.4. Transcoding
4.2.5. DRM
Usage rights permitted by video DRM
4.2.6. Technical requirements for the delivery of online video
4.3. Key players on the CDN market
4.4. Size of the online video delivery services market
5. Forecasts
5.1. Key trends/drivers for online video and for CDN
Increased OTT consumption due to new technologies
Managed networks Vs OTT
Slow adoption of connected TVs
Killer applications for OTT video
More profitable advertising on OTT
New low cost pay-TV services on the Internet
Specific drivers for CDN
5.2. Market forecast
5.2.1. Market forecast for the consumer online video market
5.2.2. Market forecast for the CDN industry |
What are the driving services for the online video markets?
How is consumed video OTT and which are the key metrics/markers on usage?
Which business models and key players are drawing the market trends?
Which are the key technologies regarding CDN, platforms, protocols and delivery solutions?
How is evolving the competition on the CDN market?
What outlook for the online video market in the next five years?
> This report ships with its Excel database covering:
- France, Germany, Italy, Japan, Spain, the UK, the USA, EU-27, World
- Time spent on OTT, Advertising revenues of OTT video, OTT pay services take-up, Pay services Market, Total OTT market, CDN market (world only)
> The study includes results from a IDATE survey and focus group
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Key markers:
Time spent per Average Individual
- Premium on demand services
Of which free
Of which paid
- Short clips
OTT Pay Services Take-up
- OTT SVoD subscribers (millions)
- OTT VOD purchase per eligible HH and per month
Pay Services Market
- SVoD
- VoD
The Advertising Market
- Premium on demand services
- Short clips
Total OTT market
- Free Premium on demand
- Free Short clips
- Pay Premium on demand
CDN market (world only)
- Video CDN
- Non-video CDN
Geographical scope:
World
Europe-27
Japan
The USA
France
Germany
Italy
Spain
The UK
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