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The Operator strategies for delivering high-quality live OTT TV services

The Operator strategies for delivering high-quality live OTT TV services

This report examines how pay-TV providers can deliver high-quality live OTT TV streaming services to defend and grow their live TV propositions.

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About this report
EXECUTIVE SUMMARY
Executive summary
ANALYSIS AND RECOMMENDATIONS
Pay-TV providers need to respond to linear OTT competition; replicating the traditional TV QoE in OTT is a major challenge
Pay-TV providers need to deploy delivery solutions that can enable them to turn the live OTT threat into an opportunity
Recommendations
LINEAR OTT SERVICE STRATEGIES FOR PAY-TV PROVIDERS
OTT video is evolving beyond video on demand; linear services threaten traditional pay-TV services
Pay-TV providers and operators with pay-TV propositions should consider the OTT delivery of TV services
Pay-TV providers can address new audiences with specialised subscription bundles and pay-per-view linear propositions
Operators can treat OTT linear services like traditional TV channels and integrate them into their portfolio
MANAGING QoE/QoS AT SCALE
Delivering linear OTT TV is highly complex in every part of the video workflow; having an end-to-end QoS/QoE approach is critical for the success of the service
Pay-TV providers should consider adopting private/hybrid CDNs to manage quality and capacity challenges by having greater traffic control and flexibility
Multicast ABR can help operators handle on-net peak live OTT service traffic more efficiently than unicast and foster new business models and partnerships
Operators should start laying the groundwork for mABR today, rather than waiting until live OTT traffic reaches its tipping point
Operators should address the specific optimisation requirements of mobile video delivery to manage the impact of live TV content
Providers need video/network operations that are more automated and based on cloud/SDN/NFV and advanced analytics solutions
REDUCING LIVE OTT LATENCY FOR IMPROVED EXPERIENCE
Latency reduction is essential to deliver high QoE live sports content and enhanced/second screen experiences
A variety of formats and protocols are available for low latency live OTT delivery; providers should adopt these based on their service and compatibility requirements
Providers need to find the right balance between latency and quality in streaming of live OTT; CMAF is a promising emerging standard for reducing latency
UDP-based solutions can be viable options for low-latency services if vendors can address the issues around reliability and compatibility
WebRTC is expanding from peer-to-peer real-time communications to address specific low-latency live streaming use cases
APPENDIX
Glossary
Vendor landscape – key vendors [1]
Vendor landscape – key vendors [2]
Vendor landscape – key vendors [3]
Vendor landscape – key vendors [4]
Vendor landscape – key vendors [5]
Vendor landscape – key vendors [6]
Vendor landscape – key online video platform (OVP) providers
Vendor landscape – key media processing specialist vendors
Vendor landscape – key CDN specialists [1]
Vendor landscape – key CDN specialists [2]
Vendor landscape – key mobile optimisation specialists [1]
Vendor landscape – key mobile optimisation specialists [2]
Vendor landscape – key mobile optimisation specialists [3]
ABOUT THE AUTHOR AND ANALYSYS MASON
About the author
Analysys Mason's consulting and research are uniquely positioned
Research from Analysys Mason
Consulting from Analysys Mason
List of figures:
Figure 1: Key issues that pay-TV providers need to consider to address linear OTT TV competition
Figure 2: Main delivery-side challenges for replicating traditional TV services in linear OTT
Figure 3: Technical requirements for high QoE for live OTT TV
Figure 4: Linear OTT revenue and users, worldwide, 2015–20221
Figure 5: The shift in the make-up of live OTT audiences with content parcelling and PPV propositions1
Figure 6: Models for the integration of OTT services into pay-TV operator portfolios
Figure 7: Linear OTT TV QoS/QoE requirements across the video delivery chain
Figure 8: Advantages of using a hybrid CDN for live OTT delivery
Figure 9: Overview of multicast Adaptive Bit Rate (mABR) architecture
Figure 10: The potential benefits and challenges of implementing multicast ABR
Figure 11: Key components of automated video management and delivery
Figure 12: Amount of additional latency experienced in live TV services in traditional broadcast, IPTV/cable TV and OTT TV by default
Figure 13: Streaming formats and protocols for low-latency delivery1, 3
Figure 14: Potential latency reduction in live OTT HTTP ABR streaming
Figure 15: Example showing Vimmi's UDP-based, low-latency live TV solution
Figure 16: Advantages and disadvantages of WebRTC in live streaming
Figure 17a: Key video suppliers with a broad portfolio of products/services
Figure 17b: Key video suppliers with a broad portfolio of products/services
Figure 17c: Key video suppliers with a broad portfolio of products/services
Figure 17d: Key video suppliers with a broad portfolio of products/services
Figure 17e: Key video suppliers with a broad portfolio of products/services
Figure 17f: Key video suppliers with a broad portfolio of products/services
Figure 18: Key online video platform (OVP) providers
Figure 19: Key media processing specialist vendors
Figure 20a: Key CDN specialist vendors
Figure 20b: Key CDN specialist vendors
Figure 21a: Key mobile video optimisation vendors
Figure 21b: Key mobile video optimisation vendors
Figure 21c: Key mobile video optimisation vendors

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