OTT Services Look to Expand Globally, Face Challenges From Market Variations: Parks
Over-the-top services will speed their global expansion over the next five years, with more than 310 million connected households having at least one by 2024, blogged Parks Associates Wednesday. As content companies and service providers look to capture more revenue,…
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Western Europe and other global markets will have more subscriber growth than the U.S., Parks said. Challenges for companies looking to expand globally include device preferences that vary by country and higher rates of mobile high-speed services with no access to fixed services, it said. U.S. households prefer smart TVs or streaming media devices, for instance. Content is the ultimate determination of a service’s success, but “small variations in pricing and user experience can cause significant adoption differences across countries,” said analyst Brett Sappington.