World OTT markets




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Markets & Forecasts up to 2019

Table of Content

1. Executive summary

1.1. World OTT services market to surpass 550 billion EUR in 2019
1.2. Cloud dominates the paid OTT market, RTB growing in display advertising
1.3. Whilst some OTT markets see total dominance, others see fierce competition
1.4. Total OTT service market gaining on telco service revenue

2. Methodology
2.1. List of indicators by country
2.2. Sources

3. Key Internet trends and players
3.1. The diversification of major OTTs; different assets, same goals
3.2. Becoming increasingly difficult to remain active on one sole service domain
3.3. Acquisitions a common method used by Internet giants to diversify
3.4. Large differences in Internet services per-user revenues for the Internet giants
3.5. Facebook stand out leader for revenue generation through mobile services
3.6. Despite revenue growth, some OTTs post negative net income
3.7. Top sharing economy startups being valued among top Internet companies
3.8. Rise of economy sharing sites also attracting regulatory attention
3.9. OTT revenues mainly from fixed medium, but increasingly from WiFi too
3.10. OTT services increasingly diversifying into IoT (Internet of Things)
3.11. Google: King of search also the king of advertising
3.12. Google: The strategy is to be everywhere, mainly Google branded
3.13. Facebook: Strengthening in mobile ads, as declared in IPO
3.14. Facebook: The strategy is maintain dominance in all communication types
3.15. Amazon: Taking cash flow (reinvestment) over net income
3.16. Amazon: The strategy is to diversify into Amazon branded contents
3.17. Apple: Mobile device sales dominate revenues, digital content accounts for 5-6% 
3.18. Apple: Hardware sales the core strategy, strengthening music in 2014/15
3.19. Microsoft: Phone and Surface products integral part of strategy
3.20. Microsoft/ Strategy attempting to increase relevance in digital revenues

4. Online search
4.1. Online search will maintain steady growth and lead advertising revenues
4.2. Google global leader, with other regional leaders in some markets

5. Cloud
5.1. Cloud to continue its impressive growth, and is the main OTT revenue drivers
5.2. Both personal and enterprise cloud markets are competitive
5.3. Telcos can expect solid enterprise cloud revenue growth up to 2019

6. Communication
6.1. Communication services will grow but revenue generation is moderate
6.2. Communication becoming an integral part of a platform
6.3. Today sees various strategic positionings by the telcos in answer to OTTs

7. E-commerce
7.1. E-Commerce will continue to grow aided by the growth in m-commerce
7.2. Localisation particularly important in eCommerce
7.3. Telcos' focus is on carrier billing and in-store payment for mobile payment

8. Social networks
8.1. Social Networks will continue to see diversified models depending on region
8.2. Facebook reigns supreme, with some local variants

9. OTT video
9.1. 9.1. OTT Video to continue its US-lead growth
9.2. YouTube (Google) is the standout leader for video contents
9.3. Paid video contents see big names fighting for the lead
9.4. Telcos are also diversifying into the OTT video market

10. Paid mobile applications 
10.1. Paid mobile applications dominated by APAC revenue generation
10.2. Free and in-app models dominate the popular apps

11. Online advertising
11.1. Online advertising to grow pushed by the US and extension into mobile
11.2. Google dominates overall but Facebook has caught up in mobile ads

12. RTB
12.1. RTB continued to lead the growth in the advertising sector


1. Executive summary
Figure 1: World OTT Services market, 2010-2019
Figure 2: Evolution of fixed and mobile Internet penetration worldwide, 2010-2019
Figure 3: Breakdown of OTT paid service revenues, 2015 and 2019
Figure 4: Breakdown of OTT ad funded revenues, 2015 and 2019
Figure 5: Comparison of global telco and OTT service market revenues
Figure 6: Regional breakdown of telco and OTT service market revenues, 2019

3. Key Internet trends and players
Figure 7: Major OTTs diversifying into various service domains
Figure 8: List of high-profile tech acquisitions
Figure 9: High-tech acquisitions by Facebook, Amazon, Google and Apple
Figure 10: Estimated annual per-user revenue for digital content, worldwide 2011 to 2014
Figure 11: Share of revenues generated through mobile services, as a % of total revenues, 2011-2014
Figure 12: Revenue generated through mobile services, 2011-2014
Figure 13: Ratio of CAPEX over revenue for select OTTs, 2010-2014
Figure 14: Ratio of net income over revenue for select OTTs, 2010-2014
Figure 15: Ratio of net income over revenue for select OTTs, 2010-2014
Figure 16: Top Internet companies by market cap as of May 2015, together with top Internet startup valuations
Figure 17: Airbnb campaigning in New York
Figure 18: French taxi drivers protest against Uber
Figure 19: OTT revenues coming from fixed, mobile or WiFi for EU28, 2014-2019
Figure 20: Ratio of OTT revenues coming from fixed, mobile or WiFi for EU28, 2014-2019
Figure 21: The IDATE IoT framework
Figure 22: Global desktop search engine market shares, June 2015
Figure 23: Google revenue breakdown, 2009-2014
Figure 24: Google's largest acquisitions
Figure 25: Google's most expensive and relevant acquisitions from 2003
Figure 26: Facebook revenue breakdown, 2009-2014
Figure 27: Share of advertising revenue between fixed and mobile, 2012-2014
Figure 28: Major Facebook acquisitions
Figure 29: Amazon's cash from operations vs net income
Figure 30: Major Amazon acquisitions
Figure 31: Breakdown of net sales of Apple products, 2011-2014
Figure 32: Major Apple acquisitions
Figure 33: Apple has now entered the music streaming market with Apple Music
Figure 34: Breakdown of Microsoft revenues for 2012 to 2014
Figure 35: Major Microsoft acquisitions 

4. Online search
Figure 36: Search advertising revenues worldwide and regional breakdown, 2010-2019
Figure 37: Global online advertising revenues breakdown in terms of advertising formats (display, search, other), 2010-2019
Figure 38: Effect of national control in China on Google
Figure 39: Global and select countries' search engine market shares, based on searches conducted, 2013

5. Cloud
Figure 40: Cloud revenues worldwide and regional breakdown, 2010-2019
Figure 41: which cloud services do you use most for photos ?
Figure 42: Cloud Infrastructure services market share and revenue growth, Q4 2014
Figure 43: Growth of enterprise cloud revenue worldwide, by type of player, 2013-2019

6. Communication
Figure 44: OTT communication revenues worldwide and regional breakdown, 2010-2019
Figure 45: Communication services as part of a platform
Figure 46: Mobile messaging app penetration global / APAC
Figure 47: Free offers unlimited SMS and 2 hours of free calls for 2 EUR/month, or for nothing if subscribed to Freebox (STB)
Figure 48: UnliChat plans from Globe Telecom in Malaysia
Figure 49: Vodafone's VoLTE/RCS strategy

7. E-commerce
Figure 50: eCommerce revenues worldwide and regional breakdown, 2010-2019
Figure 51: M-commerce revenues and its percentage of e-commerce, 2010-2019
Figure 52: Chinese B2C E-Commerce market share (Q2 2014)
Figure 53: Top 10 Online-shops in Germany
Figure 54: Japanese e-commerce market share, 2014

8. Social networks
Figure 55: Social networks revenues worldwide and regional breakdown, 2010-2019
Figure 56: Social network revenue, paid vs advertising share, 2019
Figure 57: Leading social networks worldwide as of October 2014, ranked by number of active users
Figure 58: World map of social networks (July 2014)
Figure 59: Leading social networks in Russia, million users

9. OTT video
Figure 60: OTT video revenues worldwide and regional breakdown, 2010-2019
Figure 61: OTT video revenue, paid vs advertising share, 2019
Figure 62: Top US Online video content properties
Figure 63: Market share of the Top 10 Video sites (September 2013)
Figure 64: Online movie sales and rentals revenue share per user, 2013
Figure 65: OTT service subscriptions (2012-2014)
Figure 66: Telco vs OTT markets for video, 2013 and 2018
Figure 67: Content offering through managed services

10. Paid mobile applications
Figure 68: Paid mobile apps revenues worldwide and regional breakdown, 2010-2019
Figure 69: Paid mobile applications annual revenue per mobile Internet user, 2010-2019
Figure 70: Top mobile apps worldwide (Q2 2013)
Figure 71: Worldwide Mobile App Store Revenue format breakdown

11. Online advertising
Figure 72: Online advertising revenues worldwide and regional breakdown, 2010-2019
Figure 73: Mobile advertising revenues worldwide and as a share of online adverting revenues
Figure 74: Player shares of online advertising revenue, in 2014
Figure 75: Player shares of mobile advertising revenue, in 2014

12. RTB
Figure 76: RTB revenues worldwide and regional breakdown, 2010-2019
Figure 77: RTB revenues worldwide and as a share of display advertising revenues