European OTT video revenue to double by 2021 | OTT | News | Rapid TV News
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Keeping viewers engaged through personalised content delivery and targeted advertisements will be the key to minimising churn in the over-the-top (OTT) market, while pricing and technological innovation will play a major role in defining the market over the next five years, says research from Frost & Sullivan.

frost 14Nov2017The analyst makes its predictions as it says that converged video services will become a reality, and intense competition is set to be disruptive. It believes that the media industry in Europe is undergoing rapid transformation with increasing popularity of OTT video services. It also notes that increasingly ubiquitous connectivity, progressive consumers and regulatory initiatives around a digital single market (DSM) have intensified the competition among several international companies, local start-ups, pay-TV operators and broadcasters who offer OTT video services.

Frost & Sullivan believes that regional trends shaping the European OTT video services market include the fact that OTT video adoption is already high in Western European countries such as the UK, France and the Netherlands. The analyst expects CAGR in these markets to be around 15% in viewership base with newer market entrants are targeting a smaller percentage of population with niche offerings. In contrast, according to the European Over the Top (OTT) Video Services Market Forecast, markets including Germany, Poland, Italy and the Nordic countries are at an early growth phase, as is evident from the increasing number of new service launches and partnerships in the region, boosting the CAGR forecast to above 20%.

“Despite having an early mover advantage, multi-country service providers such as Netflix, Amazon and Sky battle for viewership with regional service providers such as Maxdome in Germany, CanalPlay in France, Ziggo in the Netherlands, and new entrants such as Knippr, Molotov,” commented digital transformation research analyst Swetha Ramachandran Krishnamoorthi. “The 450-plus service provider ecosystem in the continent is expected to consolidate as price wars and content wars intensify, eventually forcing smaller participants to exit or be acquired by the bigger ones.”

“Parts of the European market are approaching maturity in terms of OTT content viewership - OTT video is increasingly watched not just on handheld devices but also on connected television. Such mainstream adoption presents challenges of a different sort - content providers need to constantly innovate on user interface and content exclusivity to compete with service providers across all media,” added senior research director, Vidya S Nath.