Over-the-Top Video in Europe: Over-the-Top (OTT) Video Content and Pricing Strategies
Over-the-Top (OTT) video market in Europe is very competitive with a mixture of established international providers such as Netflix, HBO, and Amazon, operating alongside regional players and telco-operated OTT platforms, such as Sky, VodafoneZiggo, Telefonica, Deutsche Telekom, Telecom Italia, and Canal+, who are more recent market entrants.
Content quality and variety is the key driver in subscription figures and revenue, with many Over-the-Top (OTT) providers making significant investments, often in the billions of dollars, to produce original content as well as obtaining exclusive broadcasting rights to major sporting events, as a means of differentiating their platform.
The majority of Over-the-Top (OTT) players provide either pure SVoD, or combine this with TVoD. AVoD services are rare aside from notable platforms such as YouTube and ivi.ru, which offers 97% of its content free to combat video piracy.A common service that providers have been largely successful in implementing is cross-device platform integration of Over-the-Top (OTT) video services, increasing viewing times from subscribers by enabling them access across smart TVs, mobile phones, PCs, and tablets, using a range of mobile and smart TV apps.
In Europe, the Over-the-Top (OTT) market is relatively developed and competitive in comparison to other geographies, with many local cable/pay-TV players as well as mobile operators entering the market through leveraging their existing customer bases. International players such as Netflix and Amazon still remain major players across Europe, however they are facing increasingly tough competition in markets such as Russia, France, and Germany where the demand for more localized content is better satisfied by local Over-the-Top (OTT) providers.
The report Over-the-Top Video in Europe: Over-the-Top (OTT) Video Content and Pricing Strategies, provides an executive-level overview of the Over-the-Top (OTT) video market in Europe. It delivers deep qualitative insight into the Over-the-Top (OTT) Video market, analyzing key trends on content offers, business models for content delivery and pricing strategies.
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