Global Trends in Video on Demand (VOD) Technology
While “all you can eat” subscription packages find the highest favor among OTT viewers today, pay-per-view VOD is seeing increasing success as audiences seek out new-release TV and movie content for anytime, anywhere viewing.
The difference between experiences on a managed set-top box (STB) and an unmanaged connected device is blurring, with the result that nearly all pay TV providers in advanced markets already offer or are urgently working to offer OTT and VOD services.
Uptake is less prevalent in less-advanced economies where price tolerance and broadband penetration are low, but over time this gap is expected to close. Sports programming, in particular, is a powerful driver for VOD in these countries.
Though cable continues to struggle with its legacy footprint of MPEG-2-only STBs, IPTV and satellite have enjoyed a more agile ability to innovate. Cable service providers, pressured to combat cord cutters and more attractive IPTV services, are fighting back in earnest now; nonetheless, the Internet remains the most exciting arena for OTT and VOD growth.
Geographically, the United States is the most significant market, with the United Kingdom, France, South Korea, and China accounting for a significant chunk of subscribers as well as streams.
While HEVC presents a potential long-term threat, AVC’s de-facto standard for all VOD compression has been hard won and is solidly backed by vendors and content creators alike.
About this report
VOD solutions enable users to watch long-form content on-demand, as opposed to being received through traditional live linear programming. This market insight examines trends driving global VOD growth. VOD can be received as part of cable, satellite, IPTV subscription, or via the Internet through an online video service provider. The research covers uptake of VOD in each segment (counting both subscriber numbers and pay-per-view titles), VOD consumption by geography, and the evolution of video compression technologies used for VOD. The base year is 2013 and forecasts span 2014 through 2019.
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