"OTT Video in Asia-Pacific: Localized content and business models are key while mobile will offer opportunity for future video growth", a new Telecom Insider Report by offers a thorough study of the OTT video market in the Asia-Pacific (APAC) region. The report analyzes different OTT video service providers operating in the region on parameters such as business model, content offerings, challenges and opportunities.
APAC features diverse markets with significant difference in penetration levels of smartphone, pay-TV and broadband. While developed countries have suitable environment for OTT video growth with developed telecom infrastructure, emerging countries show great potential on account of rollout of fiber and 4G technologies by operators, rising income levels and increasing penetration of low-priced smartphones. Hybrid models consisting of AVoD, SVoD or TVoD have been more successful in APAC. Widespread piracy makes the AVoD model important to attract people to legal video services. However, the arrival of international players Netflix and Amazon in 2016 has triggered the launch of a number of SVoD initiatives.
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Major Scope of the report:
- OTT video players in countries with lower OTT Readiness and Intensity scores should consider a hybrid model that includes AVoD to familiarize users to legal option to access videos across multiple platforms, before introducing paid service. The strategy has remained successful for regional OTT players such as Hotstar and Viu.
- Though extent of piracy in APAC makes AVoD an important model, however, high cost of acquiring content will drive adoption of SVoD and TVoD models to generate revenues.
- OTT players in the region are already partnering with mobile operators to drive subscribership. Examples include Viu’s various partnerships with Telekom Malaysia, Maxis and U Mobile in Malaysia, Indosat in Indonesia, CSL in Hong Kong and Idea cellular in India among others. These partnerships also help OTT players address billing challenges.
Table of Contents
Executive Summary 5
Section 1: OTT Video Market 6
OTT video pricing and business models 7
OTT service providers 8
Content provision in the connected era 9
Challenges and opportunities 10
Section 2: OTT Video in Asia-Pacific 11
OTT video market in Asia-Pacific 12
OTT Video Market Attractiveness Index 13
OTT service provider profiles 15
OTT business models 16
OTT mobile opportunity 17
Selected OTT players in APAC 20
Section 3: Market detail: Case studies 22
Section 4: Key Findings and Recommendations 31
Section 5: Appendix 34
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