Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
OTT Market:
Opportunity in UX Technology
Mohamed Khalil
mkhalil490@gmail.com
Agenda
• Overview of OTT Ecosystem
• OTT Market Sizing & Trends
• Breakdown of User Experience Technology Segment
• User E...
The OTT Ecosystem is based on content creation & distribution
wrapped with infrastructure required to grow and monetize au...
Widening Availability of Broadband Infrastructure
• Growth in Global broadband use (~8.5% CAGR
since 2008), coupled with l...
There are three core pillars for OTT User Experience, each with
a specific target customer & value proposition
Description...
Several companies have a focus on developing cutting edge
solutions across each of the OTT User Experience Pillars
UX Pill...
Growth in average time spent watching OTT content is creating
exponential growth in the number of OTT viewing sessions
Pro...
Content Discovery provides the largest market growth opportunity across
all UX pillars due to exponential growth in OTT vi...
Nächste SlideShare
Wird geladen in …5
×

Opportunity for OTT User Experience Technology

1.017 Aufrufe

Veröffentlicht am

Taking a look at the overall user experience tech stack for OTT providers and the market opportunities

Veröffentlicht in: Technologie
  • Als Erste(r) kommentieren

Opportunity for OTT User Experience Technology

  1. 1. OTT Market: Opportunity in UX Technology Mohamed Khalil mkhalil490@gmail.com
  2. 2. Agenda • Overview of OTT Ecosystem • OTT Market Sizing & Trends • Breakdown of User Experience Technology Segment • User Experience Technology Competitive Landscape & Funding • Market Impacts of Growth in Subscribers & Watch Time • User Experience Technology Segment Growth Dependencies Mohamed Khalil (mkhalil490@gmail.com)
  3. 3. The OTT Ecosystem is based on content creation & distribution wrapped with infrastructure required to grow and monetize audiences Over The Top Technology Ecosystem Buyer / Audience Content & Distribution Creation and distribution of audio, video, and other media content delivered over the Internet without the involvement of a multiple-system operator (MSO) in the control or distribution of the content Video subscribers (individuals / HHs) User Experience Enablement technology that allows OTT content distributors to enhance content discovery, user interactivity, and cross platform experiences as well curates personalization for the target audience OTT content platforms Monetization Solutions that enable OTT content distributors to generate ad revenue, target consumers effectively, and measure ongoing performance OTT content platforms Source: New York Times, Siemens Convergence Creators Focus of Conversation Mohamed Khalil (mkhalil490@gmail.com)
  4. 4. Widening Availability of Broadband Infrastructure • Growth in Global broadband use (~8.5% CAGR since 2008), coupled with lower cost of OTT services continues to drive more volume International Expansion • APAC is estimated to grow at the highest CAGR for the OTT market during the forecast period due to rising connectivity of broadband Attractive Pricing & Content Libraries • Consumers cite expanding content libraries and attractive pricing relative to cable subscriptions as the main reason for consumption of OTT services Flexibility • Consumers are showing favorability towards the ability to watch “on their own time” and on any device within reach 21 11 23 7 19 10 +17.2% 2020 28 2015 62 User Experience Monetization Content & Distribution Source: Market & Markets, Point-Topic, Nielsen, Digital TV Research, LEK OTT market expected to grow more than 2X by 2020 as a result of increased broadband access, flexibility, and cost effectiveness OTT Market Size ($B) Trends & Drivers of Growth 5 yr. CAGR 14.0% 13% 26.3% TotalNo. of Subscriptions multipliedby avg. subscriptionrevenue Rationale TotalNo. of contentviews multipliedby revenueper view Basedon Report by market research firm, Digital TV Research Mohamed Khalil (mkhalil490@gmail.com)
  5. 5. There are three core pillars for OTT User Experience, each with a specific target customer & value proposition Description Go To Market Model Advantages Risks Content Discovery & Personalization Technology that streamlines OTT content provider ability to identify target audience based on personal interests / characteristics as well as provides a personalized experience for the end user Target Customer: OTT Content Provider Pricing: “Per View” pricing • Provides recurring revenue opportunity • Easily capture ROI Impact • Several competitors in segment • Low switching costs Cross Platform Experience Seamlessly enabling a unified viewer experience across any device as well as continuity and consistency as a viewer transitions from one device to another Target Customer: OTT Content Provider / Distributor Pricing: Upfront Fee + recurring fees • Continuous increase in multi- device viewership growing demand • Provides recurring revenue opportunity • OTT providers developing capability in- house • Continuous innovation as device market widens User Interactivity Technology empowering the audience to engage with content allowing video to become actionable Target Customer: OTT Content Creator Pricing: License Fee (based on volume of content) • High switching costs • Licensing fee model secures future revenues • Highly customized service • Several competitors in segment Source: Vindicia & Ooyala research, IAB, Market & Markets Mohamed Khalil (mkhalil490@gmail.com)
  6. 6. Several companies have a focus on developing cutting edge solutions across each of the OTT User Experience Pillars UX Pillar Company Funding Description Cielo24 9.7M Video data technology solutions transform multimediafiles to become as searchable as text by adding rich media data to optimize, tag and index video and media assets. Taboola 160M Taboola is the world's leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web's most innovative publisher sites, includingNBC, USA Today, The Weather Channel, Tribune and Fox Sports. Watchmi N/A Easy to integrate content discovery solution based on an intelligent recommendation technology with a complex set of personalization options Rabt 0.5M Rabt is using machine learning to personalize video content experiences and Over-The-Top services. Jinni 7.5M Jinni is a content-to-audienceplatform for personalizingentertainment discovery & marketing DigitalSmiths 38.3M Digitalsmiths connects consumers to relevant video content through personalized search and recommendations. (acquired by Tivo) BoxFish 10.0M Boxfish is a patented suite of text analytics and AI algorithmsengineered to extract relevant, hidden audiences. MondoPlayer 39.0M Offers a dedicated video content discovery App, claim to index more than any other competitor Accedo 11.3M Cloud based platform solution that enables customers to cost-efficientlyroll out and manage applicationofferings for multipledevices You.i tv 27.0M platform helps companies create stunning cross platform video apps for several devices and platforms Elemental 45.6M Allows you to engage and grow viewershipwhile expanding deliveryof broadcast content to new platforms such as connected TVs, mobile devices and tablets. (Acquired by Amazon) sixty:no N/A empower broadcasters, operators and content owners to stand out in the rapidly changing, competitiveworld of multi-platform TV with solutions that make TV look good and feel right to demanding global audiences StreamUp 0.2M Users are able to browse the site and search for channels to watch and chat with other viewers, or create their own channel. Vibby N/A Empowers audience to seamlessly share the best moments from your content in any format and on any platform Wirewax N/A WIREWAX is the interactive video tool for creating engaging video experiences. Connect anything in video to everything online. Cinematique 5.4M technology allows viewers to interact with anything they see in a video, creating the next generation of video for consumers, publishers, and brands. HapYak 1.9M HapYak is empowering people to experience videos on the web more like they do together in person: with remarks, insights, opinions and personality. Touchcast N/A TouchCast's Authoring Suite is a real-time compositing engine that allows creators to embed interactive elements - web pages, documents, videos, pictures - into the video image content itself. Adways N/A Adways has developed an innovative and easy-to-use cloud-based platform to create HTML5 interactive videos. Video Path N/A Videopath is engineered to empower viewers, using interactivityto trigger a deeper level of engagement and exploration. Zentrick 3.4M Zentrick provides smart, interactive video solutions for marketers, advertisers and publishers that make video actionable and accountable. ContentDiscovery Cross Platform UserInteractivity Source: CB Insights, Crunchbase, Corporate Websites Mohamed Khalil (mkhalil490@gmail.com)
  7. 7. Growth in average time spent watching OTT content is creating exponential growth in the number of OTT viewing sessions Provides a good opportunity for services with per view pricing Source: The Diffusion Market, FierceCable, Ovum 983 910 754 629 494 359 2018 2019 2020 +22.3% 2016 20172015 Average Time Spent Watching OTT TV Annually in the US (hrs.) 193 177 160 140 130 100 2015 20182016 2017 2019 2020 +14.1% No. of OTT Subscribers in the US (M) 664 564 422 308 225 126 20202018 2019 +39.5% 20162015 2017 No. of Unique OTT Viewing Sessions Annually (B) Based on average view time of 17 minutes per session (Source: Ooyala Survey) Mohamed Khalil (mkhalil490@gmail.com)
  8. 8. Content Discovery provides the largest market growth opportunity across all UX pillars due to exponential growth in OTT viewing Other UX pillars are dependent on volume of OTT providers, facing potential consolidation Future Growth Dependencies & Risks Content Discovery & Personalization • Pricing based on volume of content view • Market will grow due to growth in audience volume and time spent watching OTT content Cross Platform Experience • Pricing is based on Licensing to OTT content provider / distributor • Market growth potentially limited as OTT provider consolidation occursUser Interactivity 3 13 10 5 23 7 2015 2020 OTT UX Technology Market Size ($B) Rest of UX Market Content Discovery 5 year CAGR5 year CAGR 39.7%39.7% 16.6% Price per view for Content Discovery based on market players ($0.02 / view) Mohamed Khalil (mkhalil490@gmail.com)

×