Abstract
San Jose, CA: August 12, 2009 - A new global report from MRG shows how
OTT Over-the-Top) video services will offer new opportunities for IPTV & Cable
Operators and media owners to expand their reach through TV-centric open
Internet services.
Revenues in 2012 should exceed $11 billion, with Internet Set-top Box (ISTB)
penetration (including game consoles) exceeding 57 million. Besides cost
containment practices, the report identifies what kinds of OTT video content
consumers want (and will pay for), based on a global consumer survey done
specifically for this report.
The real question isn' t whether Service Providers (SPs) should implement OTT,
as most analysts already agree,” states MRG Analyst Mike Galli.
“The real question is how and with what results, which is why we did a
ROI analysis for Tier-1, 2 and 3 IPTV SPs explaining the best practices,
cost-loading and break-even points for several different configurations of OTT
service.”
The report also disputes the belief that “smart TVs” (TVs with
Ethernet ports) will replace ISTBs in the next five years, as predicted by
some CE promoters. “ISTBs will continue to be strong players beyond
2015,” states MRG President Gary Schultz. “This is illustrated by
the evolutionary path ISTBs must follow to stay ahead of the fast changing OTT
business.” The report further asserts that many HD (High-Definition) TVs
will rely on (external) ISTBs to provide the needed storage,
hybrid-processing, progressive download, and EPG-processing capability at an
affordable price to deliver HD content.
Also included is a review of test installations of ISTBs done in a typical
home using over platforms and services. Additionally, over 50 companies are
profiled in the categories of “OTT Service Providers” (Amazon,
Apple, Disney, FetchTV, VUDU, ZillionTV and others); “Platforms”
(2Wire, ADB, Netgem, Roku, TiVo and others); and “Content Delivery
Networks (CDNs)” (Akamai, Abacast, Limelight, IP Vision, and others).
OTT Video Services & Forecast - 2008-2012: Best Practice, ROI, & ISTB
“Analysis” is 138 pages and is available in a printed
English language edition.
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