Upstart OTT providers are taking on traditional multichannel providers in the fight for Asia Pacific’s video customers, panelists of a CASBAA and SNL Kagan webinar said.
OTT is taking on traditional multichannel providers with diversified revenue models including advertising, SVOD, premium rental, and download-to-own.
SNL Kagan posits that the top-ranking countries in APAC for OTT viability are South Korea, Japan, China, Australia and Taiwan.
Factors including a well-established telecom infrastructure, an open regulatory environment, diverse international content, strong local broadcaster presence, and residential purchasing power, can also boost OTT viability.
The APAC region trails only North America and Western Europe in terms of pay TV penetration and hence TV Everywhere availability and it also is in third place in terms of SVOD uptake and revenue, where North America and Western Europe again lead.
But pay-TV operators in APAC increasingly are leveraging TV Everywhere deployments to build product competitiveness and create additional value for existing subscribers. Among the value adds: Live streaming channels and VOD libraries rolled out to smartphones, tablets, computers, smart TVs and game consoles.
Industry pundits see TVE as something pay-TV providers can use to blunt the challenge of cord-cutting in light of OTT evolution.
“Video competition in Asia Pacific is growing more intense by the day as new OTT entrants stir the pot with innovative business models and content offerings,” said Ben Reneker, an SNL Kagan associate director. “Incumbent providers must continue to react aggressively with TV everywhere rollouts to ensure long-term competitive viability. Now is not the time to stand still.”
CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across geographic markets throughout the Asia-Pacific.
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