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The construction and modernization of broadband access networks based on optical and wireless technologies together with improved legislation in the sphere of authors’ rights resulted in active development of online-cinema services in Russia past years. The growth of competition stimulates market players to form proper content policy. The goal of the present research is to form structured market picture, identification of key market players and analysis of online-cinemas (OTT video services) structure in the sphere of digital video content.

 

Despite the fact that OTT video services market in Russia is still on basic stage of development, there already can be seen companies-leaders.

 

 

There are TOP 3 companies among largest Russian OTT video services market by volume of revenue:

  •       IVI
  •       Tvigle
  •       Playfamily

ivi.ru and zoomby.ru are leaders by number of content among other OTT video services. 

 

Movies of 90 min in length are in the base of OTT providers’ libraries. 

 

 

Ivi.ru has the most diverse content in the online cinema library.

 

 

Over 45 thousand of video content was presented on ivi.ru portal by the end of 2013. 

 

Video materials of different directions are presented on the web-site of this online cinema – from free children movies till paid TV series. Zoomby.ru and tvigle.ru provide only free content.

 

 

Companies’ strategies differ by chosen business model in creation of online cinemas` content.

 

Portals based on advertising business model are oriented on the mass audience. The content of such services contains video on different topics, in most cases it also includes music videos. 

 

At the same time, strategies of paid portals aimed only on popular video formats (blockbusters, series, full length movies). Major content share has movies that were premiered in cinemas. 

 

HD-content

 

HD format plays major role in distribution of OTT content. According to J’son & Partners Consulting estimations, HD content has major share in the structure of paid OTT video viewing and VOD/PPV segment of pay TV in Russia, as of December 2013.

 

The availability of HD packages is the major advantage for largest digital TV players in the fight for subscribers. 

 

 

 

 

Major revenue share belongs to video content in HD format. In time, HD is becoming a de-facto standard for certain video genres.

 

HD-content in the libraries of OTT video services gradually transits from competitive advantage into “by default” service.  

 

3D-content

 

The demand on 3D content is explained by availability of subscribers’ devices supporting such type of signal. First of all, Smart TVs are among such devices.

 

Portals with 3D content are absolute market leaders or companies oriented on broadcasting movies with a use of Smart TV.

 

3D-content is not available for the mass market as the penetration of devices that can produce such type of content is very low. 

 

 

Conclusions:

 

  • Online cinemas such as ivi.ru, zoomby.ru and tvigle.ru are the largest market players by number of content. Advertising business-model (aVOD) is used as the main monetization model.
  • OTT-provider ivi.ru has the most diverse content by genres in the library.
  • Portals based on advertising business model are oriented on the wide audience. Content of such services consist of different genres and in most cases it mixed with music videos.
  • Portals’ strategies are aimed at popular video formats, where there is a charge per view. In libraries of such video portals the major content share includes full length movie, which premieres just went in cinemas.
  • HD-content is major driver of paid monetization models.
  • The availability of HD-content in OTT video services libraries constantly changes from the competitive advantage in the service that is being provided by default.
  • 3D-content is not a massive service due to the low penetration rate of devices that are able to broadcast such type of video content.

 

Detailed results of the Research are presented in the full version of the Report: Atlas of professional online video in Russia (OTT), 2012-2017

 

1. Resume

 

2. Global ОТТ market – main indicators 2011-2017 and place of Russian market

  2.1. Global OTT market indicators 2011 – 2017 and place of Russian market.

  2.2. Viewing peculiarities on global OTT market and role of UGC-content

      2.2.1. Differences of video viewing by category of devices

      2.2.2. Genre preferences in video viewing sphere

      2.2.3. Role of UGC-content on OTT market

  2.3. Key market players on global OTT market

      2.3.1. Amazon

      2.3.2. Netflix

      2.3.3. Verizon

            2.3.3.1. FiOS On Demand

            2.3.3.2. Redbox Instant

      2.3.4. Hulu

      2.3.5. iTunes

      2.3.6. Youtube

      2.3.7. Sky

            2.3.7.1. Sky Go

            2.3.7.2. NOW TV

      2.3.8. Viasat

  2.4. Peculiarities of global OTT key market players’ strategies

 

3. Russian ОТТ market

  3.1. Quantitative industry’s indicators, 2012-2017 (paid and advertising models)

  3.2. Market structure by business-models, 2012-2017

  3.3. Rating of market leader by audience indicators and revenue, 2013

  3.4. Viewing peculiarities on OTT market, 2013

  3.5. Key market development tendencies

      3.5.1. In the sphere of market development

      3.5.2. In the sphere of devices’ distribution

      3.5.3. In the sphere of content and communication with the users

  3.6. Key OTT market operators’ profiles, 2013 (TOP 10)

  3.7. SWOT-analysis of market development

 

4. Peculiarities of OTT market development in CIS countries

 

 

5. New OTT viewing devices in Russia

  5.1. Smart TV – sales indicators and market share, 2012-2017

  5.2. STB – sales indicators and development potential ОТТ STB 2012-2017

  5.3. Smartphones – sales indicators and development potential 2012-2017

  5.4. Tablets – sales indicators and development potential 2012-2017

 

6. The influence of OTT market on production and content’s distribution in Russia.

 

7. Conclusion

 

8. List of companies mentioned in the Report

 

List of illustrations

 

Illustration 1. Global digital content market by segments, mln.USD, 2011-2017F

Illustration 2. Global digital content market by segments, 2011-2017F

Illustration 3. Global OTT market, mln.USD, 2011-2017F

Illustration 4. Global OTT market, mln.HHs, 2011-2017F

Illustration 5. Global OTT market by segments, 2011-2017F

Illustration 6. Global OTT market by monetization models, 2011-2016F

Illustration 7. Global OTT market distribution by geography, mln.USD., 2011-2017F

Illustration 8. Global OTT market distribution by geography, mln.USD, 2011-2016F

Illustration 9. Geographical structure of global OTT market distribution, USD, 2011-2017F

Illustration 10 . Share of video viewing on different devices by duration, 3Q2013

Illustration 11. Video viewing of UGC content by used devices

Illustration 12. Subscription Prime by Amazon

Illustration 13. Audience dynamics Netflix, mln.people, 2010-2013

Illustration 14. Per cent of USA population that use or subscribed on Netflix

Illustration 15. Cross-platform Redbox Instant service

Illustration 16. Revenue dynamics by Hulu company, 2010-2013E, bln.USD

Illustration 17. Subscription Hulu Plus by Hulu

Illustration 18. Youtube Movies service

Illustration 19. Recommended platforms for Youtube service use Illustration 20. Subscriptions on Sky Movies

Illustration 21. OTT subscribers’ base and penetration, mln.people, 2010-2017F

Illustration 22. Russian OTT market, mln.USD, 2010-2017F

Illustration 23. OTT market structure by revenue and share of technologies, 2013

Illustration 24. Market structure by revenue and share of technologies, 2012-2017

Illustration 25. OTT market structure by revenue and share of major players, 2013

Illustration 26. Viewing structure on OTT market by type of devices, 2013

Illustration 27. Number of content by OTT-providers, thousand, 2013

Illustration 28. Distribution of paid OTT and VOD/PPV content by quality of share on the Russian market, pcs., 2013

Illustration 29. Dynamics of Smart TV market, thousand pcs., 2012-2017

Illustration 30. Dynamics of Smart TV market, bln.USD, 2012-2017

Illustration 31. Dynamics of STB market, thousand pcs., 2012-2017

Illustration 32. Dynamics of STB market, bln.USD, 2012-2017

Illustration 33. Structure of STB sales, 2012-2017

Illustration 34. Dynamics of smartphone market, mln.pcs, 2012-2017

Illustration 35. Dynamics of smartphone market, bln.USD, 2012-2017

Illustration 36. Dynamics of tablet market, mln.pcs., 2012-2017

 

List of tables

 

Table 1. The frequency of video viewing on different devices

Table 2. Genre preferences in the sphere of video viewing by devices

Table 3. Key market players of global OTT market

Table 4. Advertising on the main page (CPD, per placement day)

Table 5. Banner and text-graphical advertising (only Desktop platform)

Table 6 Video advertising (CPM, price per 1000 displays/shows)

Table 7. Rating of market leaders by revenue for 2013 and audit indicators, 4Q2013.

Table 8. Overview of online cinemas’ content, 2013

Table 9. The availability of 3D content in libraries of online cinemas, January 2014

Table 10. Strategies in content ranging by OTT services in Russia, November 2013

Table 11. Strategies in content ranging by OTT services in Russia, November 2013

Table 12. Overview of platforms that support online-cinemas, 2013

Table. 13. Market SWOT-analysis (IPTV / OTT / MOBILE TV)

Table 14. Monetization schemes of the leading OTT-providers

Table 15. Monetization schemes of the leading OTT-providers

Table 16. Monetization schemes of the leading OTT-providers

Table 17. Stages of distributive policy implementation

 

This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.