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World Online Video Platforms Market
Frost & Sullivan, Aug 2011, Pages: 50
The online video platforms (OVPs) marketplace is vibrant and dynamic, with six key vendors that define the industry (and capture over 75 percent of the market), more than 20 other vendors that make more than $1.0 million a year each, and a few other vendors that target niche segments. Frost & Sullivan sees the OVP market as full of considerable opportunity, both for M&A activity and consistent growth. The market structure has the potential to be very different in 3-5 years.
Research Overview
'World Online Video Platforms Market' provides an in-depth analysis of the market drivers and restraints, industry trends, and competitive environment, in addition to the challenges faced by market participants. The study also offers a market share and global demand analysis and discusses online video platforms’ (OVP) service integration, SaaS based services, as well as operational efficiencies and strategies. This comprehensive, objective information allows your company to mitigate risk, identify new opportunities, and drive effective strategies for growth.
Market Overview
Demand for Effective and Streamlined Services Propels World Online Video Platforms Market Forward
The world OVP market is well positioned for significant growth in the coming years, with a steady upswing in demand from the media and entertainment industries as well as the enterprise segment. Although a nascent market, it is growing rapidly as more diversified services and solutions are rolled out.
As companies work to get their content out to today’s demanding consumers, OVPs offer single-source encoding, transcoding, reformatting, ad insertion, distribution, syndication, and analytics and monetization solutions that combine the most customizable capabilities and workflow tools. “Full OVP solutions provide a wide selection of competencies and services tied together in intuitive processes and workflows and designed to meet the demands of increasing video content creation, distribution, and consumption,” notes the analyst of this research service. “Video publishers and enterprises cannot afford to stand on the sidelines, trying to figure out all of the nuances of the market and its technologies on their own, or lose the opportunity to reach more customers where they now live and consume content.”
The OVP has only recently gained the notice that it deserves. There are no indications that either viewership or content creation and distribution needs are slowing down. As high volumes of video content are put online in multiple formats for multiple Internet accessible devices, OVPs provide the simple tools, processes and expertise to reconfigure and optimize online video content for delivery across any number of video formats, devices, networks, and platforms, empowering video content owners and creators and moving the online video industry forward.
Within the online video platforms industry, six key vendors dominate the landscape, defining, demonstrating, and innovating the technologies, capabilities, and solutions that are driving growth and continuous technological advancements. They have seen significant success and nearly exponential growth in the last few years. Beyond these six market leaders, there are 30 or more vendors participating in the market, and trends indicate an expanding base of vendors over time.
Blurred Product Differentiation is a Major Growth Bottleneck for Vendors
A major hurdle for the online video platforms is unclear product and vendor differentiation. There is a perception that the core solutions that an OVP provides are becoming more commoditized, with products being essentially interchangeable and alike, with little perceived differentiation between the vendors.
While several vendors have secured a specific niche market of customers, most still battle over a limited group of clients and client needs. While some vendors may assert better encoding or syndication capabilities, many customers have neither the technical expertise nor clear objectives to enable them to identify the differences between offers, the capacity they may need, and the advanced or specialized services the vendor may claim.
“Whereas the largest vendors can point to marquee clients and complex demands, virtually all vendors claim that they can and do offer the same solutions. Buyers that do not know the critical differences, the real capabilities and their specific needs may choose a vendor that is not actually capable of providing the level of service they need,” explains the analyst. “As a result, the value of the solutions can be diluted, and the entire industry suffers.” Further, it is tough to explain product and service differentiation in brief sales calls or meetings. To compensate, vendors need to find ways to uniquely identify how their services are demonstrably different, better, or more robust than others. They must drive home the message that they offer a greater depth and breadth of services, innovation, and capabilities able to meet the needs of that specific client.
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