The Lifecycle of OTT Video Services - Service Evolution

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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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

Publish Date: 4Q 2019

Pages: 82


Authored By:
Brett Sappington - Senior Research Director and Principal Analyst
Brandon Riney - Researcher

© November 2019 Parks Associates
All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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