OTT market may be headed for consolidation
The rapid growth of OTT, whilst clearly opening up a host of opportunities for both traditional and new players in the market, raises the important question of ‘how many TV and video services can the market sustain?’
Many of us are creating our own entertainment bundles at home based on personal preference and certain specialists for gaming and sports, etc. are seeing success with targeted niche services. However the sheer volume of the services opening up raises the issue of whether each one can differentiate themselves enough from the competition or offer a genuine USP to gain sustainable market share.
Ed Barton, chief research analyst at Ovum said that “Although it’s churlish to argue against an increase in consumer choice and significant evolution in go-to-market strategies, our concerns are whether services are doing enough to distinguish themselves from competing offerings and whether the market can sustain the majority comfortably”, Barton said.
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