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
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
