An analysis of Europe’s largest OTT markets by SNL Kagan finds the UK and France leading Europe’s emerging deployments. The analysis – focused on France, Germany, Italy, the UK and Spain – notes an increase in OTT service launches in recent months, driven by broadcaster-led catch-up services that are significantly impacting how content is distributed and viewed online.
SNL Kagan reports that fragmented hybrid broadcast broadband initiatives across Europe are being brought under a number of national-level umbrellas, as Project Canvas (YouView) in the UK, MHP in Italy and HbbTV (Hybrid Broadcast Broadband TV) in Germany and France enable broadcasters to compete on content rather than technology while opening significant opportunities for experimentation with interactivity.
However, the report concludes pay-TV incumbents are not standing idly by, with nearly all major cable, satellite and IPTV players exploring TV everywhere systems bring OTT to the traditional services fold while satisfying consumer demands for multi-screen access to content on-demand.
Mohammed Hamza, Media and Communications Analyst at SNL Kagan, commented, “Multi-platform video continues to gain momentum, as operators and broadcasters take the lead role with their own VoD, live and catch-up TV services, while also pursuing a TV Everywhere strategy.”
Hamza goes on to note, “However, sites of OTT gravity are also forming around new players in Europe, as entities including LoveFilm work to align content, distribution, brand and business model into sustaining businesses. Signs of traction are drawing the attention of global giants, with Amazon taking full ownership of LoveFilm in January, giving the retail behemoth a VoD presence in the UK, Germany, Denmark, Norway and Sweden.”
The report also notes these significant developments:
Authenticated TV Everywhere: While broadband penetration in the UK, Germany and France is high at around 70 per cent, take-up of double and triple-play bundles is likewise strong and rates affordable, giving incumbent video providers a strong opportunity to influence the near-term shape of OTT in their markets.
Consumer Electronics brands: Although nascent today, TV applications ecosystems created by consumer electronics manufacturers and deployed via “connected” or “smart” televisions, are likely to reshape the market significantly in the medium term.
Significant market variations in OTT viability: Italy and Spain have more limited mass-market penetration of VoD, catch-up and PC TV services.