Worldwide Ott Video Market Attractiveness Index

The demand for video content in multiple formats (SD and HD), in multiple modes (VoD, linear and time-shift) and on multiple devices has emerged strongly in the past three to four years. OTT video has grown globally both as an alternative and as a complement to established pay-TV platforms. The growing investment in broadband infrastructure has at the same time opened up new opportunities to provide video over IP, not only in more advanced, developed economies but also in emerging markets.

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In order to assess the strength of the OTT video opportunity in each market, Pyramid Research has developed especially for this study the proprietary OTT Video Market Attractiveness Index. The Index shows an overall level of market attractiveness that can be easily used to pinpoint how any market across the world fares on a variety of issues, from broadband infrastructure to pay-TV market dynamics, content licensing and regulatory frameworks.

The index is a composite of a total of three subindexes - OTT Readiness, OTT Intensity and Local Factors - that incorporate 11 country-level indicators ranging from broadband-connected households to pay-TV revenue and ease of doing business. The Index rankings amalgamate the scores of the three subindexes. The diversity of data used to construct the Index makes it possible to identify which markets globally can be most appealing to OTT providers, and to understand the socioeconomic strengths and weaknesses that boost or burden the OTT opportunity in each. The index results are grouped around a number of key themes, which are discussed and analyzed in order to explain how the OTT video opportunity is taking shape across different global markets.

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