世界のOTT市場予測...市場調査レポートについてご紹介

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