Summary

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Table of Contents

Contents　※各項目はスライド番号です。

7. Executive summary
8. The total spend on OTT video services will more than double between 2018 and 2023, from USD42 billion to USD96 billion
9. Two thirds of the OTT retail revenue growth between 2018 and 2023 will come from SVoD services; revenue from linear services will have the largest growth rate
10. Retail revenue will grow at a faster rate than the number of users across all regions thanks to an increase in service stacking and greater adoption of linear services
11. Worldwide forecasts and regional comparison
12. Worldwide: OTT video penetration will be the highest in NA and DVAP; revenue from linear services will grow significantly in all regions during the forecast period
13. Worldwide: spend on OTT video services will grow from USD42 billion to USD96 billion between 2018 and 2023
14. Worldwide: the total number of OTT users will reach 915 million in 2023, most of which will subscribe to at least one SVoD service
15. Worldwide: SVoD will continue to be the main driver of OTT user base growth; the SVoD user base will increase by over 400 million between 2018 and 2023
16. Worldwide: the total retail revenue from TVoD services will reach USD8.1 billion by 2023; Western Europe will account for over a third of it
17. Worldwide: nearly 10% of households will use linear OTT services by 2023; the take-up in North America and DVAP will continue to be greater than that in other regions
18. Worldwide: revenue from pay-TV providers’ OTT services will account for nearly a quarter of the total revenue from OTT video services by 2023
19. Regional trends
20. Western Europe: SVoD retail revenue will almost double between 2018 and 2023; the linear services share of the total spend will grow from 18% to 29%
21. Western Europe: SVoD will continue to be the most-popular retail model for OTT video in Western Europe, but linear service take-up will grow more rapidly
22. Western Europe: linear OTT services will account for 28% of the total OTT spend by 2023, up from just 18% in 2018
23. Central and Eastern Europe: the value of OTT video is constrained by low-priced traditional services and piracy, but the total retail revenue will still more than double
24. Central and Eastern Europe: the take-up of SVoD is growing at a similar pace to that of linear channels; new users are predominately based in Russia and Turkey
25. Central and Eastern Europe: the penetration of premium OTT services will remain relatively low in the region, except in Turkey, where linear services are very popular
26. Middle East and North Africa: OTT spend will double between 2018 and 2023 as OTT video take-up will continue to grow from a relatively limited base
27. Middle East and North Africa: day passes and microtransactions will help to drive premium OTT adoption, causing the number of SVoD and linear events users to grow
28. Middle East and North Africa: premium OTT video penetration will remain relatively low across the region; Qatar and the UAE are notable outliers
29. Sub-Saharan Africa: the introduction of new, affordable OTT services will cause ASPU to decline slightly from 2018 onwards, but revenue will grow rapidly
30. 30.Sub-Saharan Africa: the number of OTT video users will quadruple, partly due to the increasing popularity of operator-bundled OTT services
31. China: OTT players’ investments in original content will result in an increase in service stacking, leading to ASPU growth during the forecast period
32. China: SVoD will continue to dominate the OTT market; 99% of OTT users will subscribe to at least one SVoD service in 2023
33. EMAP excl. China: OTT revenue will be dominated by SVoD because many linear services are being bundled free of charge, rather than paid for separately
34. EMAP excl. China: many consumers will take free OTT video services bundled with their mobile or fixed tariffs; the importance of linear/live content will increase
35. Emerging Asia?Pacific: premium OTT video penetration will be the highest in China and Malaysia due to the high popularity of SVoD services
36. Developed Asia?Pacific: OTT video retail revenue growth will continue to be driven by SVoD services in the majority of countries in the region
37. Developed Asia?Pacific: most OTT video users in DVAP are based in Japan; the market in Australia is similar to that in Japan, but that in New Zealand is different
38. Developed Asia?Pacific: revenue from linear services will grow rapidly in Australia and New Zealand following operator linear OTT service launches
39. North America: the total premium OTT spend will grow by USD17 billion between 2018 and 2023, driven by an increase in OTT ASPU and higher user penetration
40. North America: there will be nearly 120 million premium OTT users, most of whom will subscribe to SVoD services by 2023
41. Geographical coverage: the penetration of OTT services will be high in both Canada and the USA, but service usage will differ between the two countries
42. 42.Latin America: SVoD will account for nearly 90% of the premium OTT spend in 2023, the majority of which will come from Netflix
43. Latin America: the total number of SVoD users will more than double between 2018 and 2023, growing from 31 million to 66 million
44. Forecast methodology and assumptions
45. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
46. How we classify OTT video services in this forecast
47. About the authors and Analysys Mason
48. About the authors
49. Analysys Mason’s consulting and research are uniquely positioned
50. Research from Analysys Mason
51. Consulting from Analysys Mason