The OTT video market in Europe is very competitive with a mixture of established international providers such as Netflix, HBO, and Amazon, operating alongside regional players and telco-operated OTT platforms, such as Sky, VodafoneZiggo, Telefonica, Deutsche Telekom, Telecom Italia, and Canal+, who are more recent market entrants.
Key Facts from the Report
OTT Players Are Increasing Focus on Exclusive and Proprietary Content
SVOD is the Dominant Model with Most Players Adopting a Flat Pricing Structure
Cross-Platform Accessibility of OTT Services Increases Overall Usage
Technological Innovation of OTT Platforms Improves Overall Experience
In Europe, the OTT market is relatively developed and competitive in comparison to other geographies, with many local cable/pay-TV players as well as mobile operators entering the market through leveraging their existing customer bases. International players such as Netflix and Amazon still remain major players across Europe, however they are facing increasingly tough competition in markets such as Russia, France, and Germany where the demand for more localized content is better satisfied by local OTT providers. OTT providers should look towards video content strategies that deliver a more comprehensive portfolio of both local and international content.