OTT Video in Latin America: Demand for Local Exclusive Content Drives Competition Among SVoD Platforms

OTT Video in Latin America: Demand for Local Exclusive Content Drives Competition Among SVoD Platforms


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Executive Summary

OTT video markets in Latin America are relatively diverse not only along demographic and socio-economic lines, but also in terms of adoption of telecom and video services. Countries with high adoption rates of pay-TV, fixed broadband and mobile broadband see the most robust and innovative OTT ecosystems. Netflix's arrival to Latin America, in 2011, triggered the launch of a number of SVoD initiatives, both at the regional and country level, mostly from established telecom and pay-TV operators looking to defend their position in the pay-TV market, such as America Movil (Claro Video) and Telefonica (On Video/Movistar Play). Because of the strong influence that Netflix has had in the region, most paid OTT services in the region currently provided on a SVoD basis, although a significant number of companies are also relying on a combination of SVoD, TVoD and AVoD as well as paid linear and free linear content to round out their service offerings.

Key Findings

The strongest opportunity for paid OTT video will continue to be in large Latin American markets, Brazil, Mexico and Argentina are the countries offering most scale and growth potential over the next five years.

The addition of linear content as part of SVoD packages represents could bring important opportunities for pure SVoD service providers across the whole region.

Operators can differentiate themselves better and increase customer loyalty by using an OTT service; for pure-play OTTs, meanwhile, partnering with operators can boost customer acquisition by exposing households to the service via pre-established customer relationships.

As more lower-income households get connected in Latin America, pay-TV and telecom operators in the region should look at addressing this segment by launching a low-cost, stand-alone and mobile-focused OTT video service packed with relevant content

Synopsis

'OTT Video in Latin America: Demand for Local Exclusive Content Drives Competition Among SVoD Platforms,' a Telecom Insider Report by Pyramid Research, analyzes the market for over-the-top (OTT) video services in Latin America. It provides both an overview of the existing situation with current trends and a detailed look at select service providers and markets. Examples are provided from Latin American markets of all types.

The report is organized as follows:

The OTT video market: This section provides a general analysis of OTT services, including a taxonomy and an overview of the business models and content provision that are relevant to Latin American markets.

OTT video in Latin America-Overview, market comparisons, providers and opportunities: This section examines more specifically the region's markets, including pay-TV and smartphone penetration, common business models, pricing schemes and OTT service provider types. The section also provides results from the Pyramid Research OTT Video Market Attractiveness Index, comparing the main OTT markets on infrastructure, demand and socioeconomic factors, and profiles a number of OTT service providers.

OTT video in Latin America: Overview, forecast and trends: This section analyzes in more detail the OTT video market in Brazil, Mexico, Colombia and Argentina; providing market and revenue forecasts and identifying key market trends.

Case studies: This section comprises three case studies to identify best practices and to look more closely at some of the factors that driving growth.

Key findings and recommendations: This section provides the report's findings on OTT video markets in Latin America, along with Pyramid Research's recommendations for telecom operators, mobile operators, pure-play OTT players, broadcasters, pay-TV providers and media companies.

Reasons To Buy

Provides a comprehensive, detailed understanding of over-the-top video (OTT) services in the diverse pay-TV markets in Latin America.

Includes analysis on the pricing strategies, business models and the great variety of OTT service providers, looking in particular at the various challenges and opportunities facing them, with examples from OTT providers throughout the region.

To highlight Latin America region's most attractive OTT markets, it draws on Pyramid Research's OTT Video Market Attractiveness Index, which ranks markets globally based on infrastructure, demand and socioeconomic factors.

A section on the OTT markets in Brazil, Mexico, Colombia and Argentina offers particular insight into these markets, including an overview, revenue forecasts and an examination of growth drivers and inhibitors.

Offers an overview of the actionable analysis of trends offers a wider perspective, while its case studies of five OTT providers in Latin America provide a resource for more detailed planning.

Includes section of key findings and recommendations extracts the crucial forward-looking trends in OTT to allow OTT pure plays, pay-TV operators, broadcasters, telecom network operators, media companies, IT vendors and regulators to develop effective longer-term OTT strategies.

Boasts of high presentation quality that allows it to be turned into presentable material immediately, for an executive-level audience.



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OTT video market: Taxonomy, business models and content provision

OTT video pricing and business models

OTT service providers

Content provision in the connected era

Challenges and opportunities for OTT service providers in Latin America

OTT video in Latin America: Overview, market comparisons, providers and opportunities

The OTT video market in Latin America

Pyramid Research OTT Video Market Attractiveness Index

OTT Video Market Attractiveness Index results

OTT mobile opportunity

OTT service provider profiles

OTT business models and pricing methods

OTT video in Latin America: Overview, forecast and trends

Latin America OTT market overview

Latin America SVoD account forecast

Latin America SVoD revenue forecast

Brazil: Paid OTT video accounts and revenue forecast

Mexico: Paid OTT video accounts and revenue forecast

Colombia: Paid OTT video accounts and revenue forecast

Argentina: Paid OTT video accounts and revenue forecast

Market details: Case studies

Movistar Play-Chile/Latin America

Blim-Latin America

Nextel-Latin America

Key findings and recommendations

Appendices

OTT Video Market Attractiveness Index composition and methodology

OTT Video Market Attractiveness Index countries covered

Acronyms and definitions

Exhibit 1: OTT Video Business Models

Exhibit 2: Types Of OTT Providers

Exhibit 3: OTT Content Provision For The Connected Consumer

Exhibit 4: OTT Video Challenges And Opportunities, Latin America

Exhibit 5: Pay-TV Household Penetration, Selected Markets in Latin America, 2015

Exhibit 6: Sub-indexes Of The OTT Video Market Attractiveness Index, Latin America, 2015

Exhibit 7: OTT Video Market Attractiveness Index Scores, Latin America, 2015

Exhibit 8: OTT Readiness Sub-index Results, Latin America, 2015

Exhibit 9: OTT Intensity Sub-index Results, Latin America, 2015

Exhibit 10: Local Factors Sub-index Results, Latin America, 2015

Exhibit 11: Overall OTT Attractiveness Index Results, Latin America, 2015

Exhibit 12: 4G/LTE Subscription Penetration, Selected Markets In Latin America, 2020

Exhibit 13: OTT Service Provider Profiles By Industry

Exhibit 14: Common OTT Business Models; Examples

Exhibit 15: Distribution of OTT accounts by type, Latin America, 2015

Exhibit 16: OTT Accounts And Penetration, Latin America 2014-2020

Exhibit 17: SVoD Subscriptions By Country, Latin America, 2014-2020

Exhibit 18: OTT Revenue Opportunity, Latin America, 2014-2020

Exhibit 19: Brazil Paid SVoD Accounts, 2014-2020

Exhibit 20: Brazil SVoD Revenue, 2014-2020

Exhibit 21: Mexico Paid SVoD Accounts, 2014-2020

Exhibit 22: Mexico SVoD Revenue, 2014-2020

Exhibit 23: Colombia Paid SVoD Accounts, 2014-2020

Exhibit 24: Colombia SVoD Revenue, 2014-2020

Exhibit 25: Argentina Paid SVoD Accounts

Exhibit 26: Argentina SVoD Revenue, 2014-2020

Exhibit 27: Netflix Prepaid Cards in Brazil, 2016

Exhibit 28: Netflix Original Production Narcos

Exhibit 29: Telecentro 3-play Netflix Promotion, Argentina, 2016

Exhibit 30: Movistar Play Offering in Chile, 2016

Exhibit 31: Movistar Go Platform in Chile, 2016

Exhibit 32: Examples Of Telefonica's OTT Video Offering in Latin America

Exhibit 33: Netflix Prepaid Cards in Brazil, 2016

Exhibit 34: Blim OTT Video OTT Checklist, 2016

Exhibit 35: Amazon Prime Instant Video Offers, 2016

Exhibit 1: OTT Video Business Models

Exhibit 2: Types Of OTT Providers

Exhibit 3: OTT Content Provision For The Connected Consumer

Exhibit 4: OTT Video Challenges And Opportunities, Latin America

Exhibit 5: Pay-TV Household Penetration, Selected Markets in Latin America, 2015

Exhibit 6: Sub-indexes Of The OTT Video Market Attractiveness Index, Latin America, 2015

Exhibit 7: OTT Video Market Attractiveness Index Scores, Latin America, 2015

Exhibit 8: OTT Readiness Sub-index Results, Latin America, 2015

Exhibit 9: OTT Intensity Sub-index Results, Latin America, 2015

Exhibit 10: Local Factors Sub-index Results, Latin America, 2015

Exhibit 11: Overall OTT Attractiveness Index Results, Latin America, 2015

Exhibit 12: 4G/LTE Subscription Penetration, Selected Markets In Latin America, 2020

Exhibit 13: OTT Service Provider Profiles By Industry

Exhibit 14: Common OTT Business Models; Examples

Exhibit 15: Distribution of OTT accounts by type, Latin America, 2015

Exhibit 16: OTT Accounts And Penetration, Latin America 2014-2020

Exhibit 17: SVoD Subscriptions By Country, Latin America, 2014-2020

Exhibit 18: OTT Revenue Opportunity, Latin America, 2014-2020

Exhibit 19: Brazil Paid SVoD Accounts, 2014-2020

Exhibit 20: Brazil SVoD Revenue, 2014-2020

Exhibit 21: Mexico Paid SVoD Accounts, 2014-2020

Exhibit 22: Mexico SVoD Revenue, 2014-2020

Exhibit 23: Colombia Paid SVoD Accounts, 2014-2020

Exhibit 24: Colombia SVoD Revenue, 2014-2020

Exhibit 25: Argentina Paid SVoD Accounts

Exhibit 26: Argentina SVoD Revenue, 2014-2020

Exhibit 27: Netflix Prepaid Cards in Brazil, 2016

Exhibit 28: Netflix Original Production Narcos

Exhibit 29: Telecentro 3-play Netflix Promotion, Argentina, 2016

Exhibit 30: Movistar Play Offering in Chile, 2016

Exhibit 31: Movistar Go Platform in Chile, 2016

Exhibit 32: Examples Of Telefonica's OTT Video Offering in Latin America

Exhibit 33: Netflix Prepaid Cards in Brazil, 2016

Exhibit 34: Blim OTT Video OTT Checklist, 2016

Exhibit 35: Amazon Prime Instant Video Offers, 2016

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Netflix

America Movil

Claro

Movistar

Telefonica

Televisa

Blim

Fox

HBO

Arnet

Telecom Argentima

Millicom

Cablevision

DIRECTV

Globo

TVGO

Cabletica

Google

Personal

Antel

Vivo

SKY

Akamai

Caracol

TCC.

Latin America, over-the-top video (OTT), OTT video services, OTT services, content piracy, broadband, pay-TV, OTT players, OTT video providers, OTT video services, broadcasters, Internet companies, pay-TV operators, telcos, telecom operators, mobile operators, mobile networks, OTT mobile opportunity, fixed networks, fixed broadband, mobile broadband, 4G networks, LTE networks, LTE adoption, LTE network deployments, content production houses, hybrid models of OTT, subscription video on demand, SVoD, AVoD, advertising-funded video on demand, advertising-based video on demand, transactional video on demand, TVoD, linear content, catch-up TV, free-to-air broadcasters, FTA, Internet aggregators, pay-per-view (PPV), free OTT, streaming video, streamed events, live coverage of events, live coverage of sports, key drivers of OTT services, flat monthly rates, devices, TV sets, tablets, smartphones, IT vendors, OTT prices, low-income users, pay-per-view, mobile OTT service, traditional pay-TV, TV-everywhere, mobile Internet use, LTE, video content delivery, a taxonomy, definition of OTT, OTT business models, OTT pricing, OTT best practices, Pyramid Research OTT Video Market Attractiveness Index.

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