Over-the-top (OTT) refers to the delivery of Internet-based multimedia content to the TV over a broadband connection. Content producers, service providers, device manufacturers, alike, are all seeking to create a new OTT video distribution channel for on-demand, Internet-based digital entertainment.

This PowerPoint research report presents a real-world assessment of the OTT video market opportunity. Based on an primary research survey of US broadband households, the report quantifies current Internet TV viewing behavior, web-to-TV adoption, and web-enabled CE device requirements. In addition, the research documents consumer expectations regarding the consumption of digital entertainment, identifying OTT video market and content monetization opportunities. For anyone seeking to participate in the emerging OTT video market, this research will prove vital to product and market planning.

TABLE OF CONTENTS

Consumer OTT video viewing behavior

• Internet TV adoption
• Content being viewed
• Hours per day of viewing
• Devices being used

Web-to-TV adoption

• How many HHs?
• What devices/configurations?
• From what sources?

Web-enabled CE devices

• Market size and anticipated growth

Consumer expectations

• Content acquisition methods
• Variable purchase terms and media
  • Own, rent, free with service
  • Stream, download, disc
• Pay for valued content
  • Spending pushback

OTT video market opportunities

• Internet video application platforms
  • Embedded in devices
  • Ad-driven model
• Video content aggregation platforms
  • VoD libraries
• Video source aggregation platforms
  • Internet apps+VoD libraries
• Premium content aggregation platforms
  • Discovery, delivery, monetization, and analytics

OTT video monetization

• Electronic sell-through/social TV
• Willingness to pay for premium content
• Demand for early access to content via PPV