Product Category: Market dBrief™
Price: $0.00
Release Date: 2009 Q3
Author: Michael Greeson
Pages: 12

With the rapid uptake of web-based video and dramatic improvements in the quality of online video delivery, it was inevitable that innovative companies would look beyond the PC and instead turn their attention to delivering online video directly to the living room TV, bypassing or going "Over-the-Top" of incumbent PayTV providers.

This Market dBrief will present TDG’s latest primary consumer research on consumer interest in OTT video services, one which goes beyond the "cord cutter" label and identifies four different OTT segments: Replacers, Supplementers, Optimals, and Non-OTT Consumers.

 Table of Contents:
   The OTT Market Space - Emergence
   The OTT market Space - Evolution
   The Shift to Embedded Web Support 
   Profiling PayTV Service Subscribers - A Snapshot
   PayTV Service Subscriptions
   Final Thoughts

This Market dBrief™ draws its data from TDG’s new report: Over-the-Top Broadband Enthusiasts – Who Are They, What Drives Them, and What Do They Want? This report identifies four non-overlapping OTT-dependent segments (Replacers, Supplementers, Optimals, and Non-OTT Consumers) and analyzes the characteristics that define and distinguish each segment, including demographics, psychographics, TV viewing and subscription habits, technology dispositions, interest in alternative TV services, and a host of other characteristics. The data reveals an emerging market comprised of very different consumer segments with different motivations and service expectations.