The OTT video services in Europe: forecasts and analysis 2014–2019
Table of contents
6.Executive summary
7.Operators are partnering with OTT providers so operator STBs will account for 20% of devices used to access OTT video services on the TV in 2019
8.The increase in OTT video spend in Europe will be driven by the growing popularity of SVoD services
9.We have developed several scenarios for pay-TV operator strategies in order to indicate the sensitivities of different factors in our forecast
10.Recommendations
11.Recommendations [1]
12.Recommendations [2]
13.Regional and key country forecasts
14.The number of OTT video services in Europe will more than treble between 2014 and 2019
15.Central and Eastern Europe will account for 26% of Europe’s OTT video services in 2019, up from 15% in 2014
16.‘Cord-nevers’ will boost Western European households relying on OTT video services for paid-for video content from 0.9% in 2014 to 3.2% in 2019
17.Pay-TV operator STBs will account for a fifth of the devices used to access OTT video services on the TV in Europe in 2019
18.Increased OTT video spend in Europe will be driven by the growing popularity of SVoD services
19.Spend on linear programming delivered as OTT video by broadcasters will grow quickly in Central and Eastern Europe
20.Czech Republic: Broadcaster CME has helped to drive the take-up of OTT video services through Voyo, resulting in high penetration
21.Czech Republic: Smart TVs will displace media streamers as the main device used to access OTT video services on the TV by 2017
22.Czech Republic: SVoD services will account for nearly three quarters of OTT video spend in 2019
23.France: The number of primary OTT video services will be low because attractively priced multi-play bundles will limit cord-cutting
24.France: We expect operator STBs to account for nearly a quarter of devices used to access OTT video services on the TV in 2019
25.France: Increased spend on SVoD services will account for three quarters of the additional spend on OTT video services between 2014 and 2019
26.Germany: Partnerships with telcos will drive the take-up of OTT video services
27.Germany: Smart TVs will account for just under half of devices used to view OTT video on the TV in 2019
28.Germany: We expect that SVoD services will account for 69% of OTT video spend in 2019, up from 44% in 2014
29.Russia: OTT video services growth will be boosted by an anti-piracy law that was enacted in 2013
30.Russia: Operator STBs and smart TVs will account for more than three quarters of devices used to access OTT video services on the TV in 2019
31.Russia: Freemium services such as ivi and MEGOGO will drive increased spend on OTT video services
32.UK: Penetration of OTT video services will be highest in the UK, partly because of its linguistic and cultural affinities with the USA
33.UK: We expect that operator STBs will account for nearly two fifths of devices used to access OTT video on the TV in 2019
34.UK: Services such as Sky’s NOW TV will boost spend on ‘web TV’ OTT video services, which mirror linear programming
35.Scenarios: The impact of OTT video services on traditional pay TV
36.The impact of OTT video services on traditional pay-TV services can vary significantly in light of strategies adopted by operators
37.Within our baseline scenario, we assume modest growth of 11.5% for primary pay-TV services and an 11.1% increase in spend over the period
38.Doing nothing is the most costly option in our model, resulting in a 3.5% decrease in primary subscribers and a 6.3% decline in pay-TV spend
39.The operator taking basic defensive measures can stop most defections to OTT video services and have modest growth in spend
40.An operator with an aggressive strategy can potentially offset losses in its traditional pay-TV business by launching its own OTT video service
41.Definitions and scope
42.Our definition of OTT video services (to the TV)
43.Our forecasts cover both primary and secondary OTT video services
44.About the authors and Analysys Mason
45.About the authors
46.About Analysys Mason
47.Research from Analysys Mason
48.Consulting from Analysys Mason
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