Video Trends Survey: The Impact of OTT on Traditional TV

Ovum, April 2009, Pages: 18

Watching Internet video has become a mainstream activity, occupying a growing share of consumers viewing time. People are attracted to free online content, and OTT is already having a downward impact on many users traditional TV consumption.

Executive summary
In a nutshell
Ovum view
Defining OTT
OTT definition
OTT Viewing Trends
Usage is frequent…
…but viewing time remains limited
Content tastes are similar across both platforms
Free streaming and P2P sites are the main sources of OTT video
OTT viewing drivers
The appeal of Internet video
Free content is the single biggest usage driver, but QoE is equally important
OTT barriers
Inertia and preference for the big screen are OTT’s main deterrents
Disruption
How does OTT affect regular TV viewing?
About our survey
Survey sample
Number of respondents
Age and gender
Annual household income

List of Tables
Table 1: Income bands used in each country

List of Figures
Figure 1: Frequency of watching Internet video, by country
Figure 2: Frequency of watching Internet video, by age group
Figure 3: Time online spent watching Internet video, by country
Figure 4: Popularity of video content genres
Figure 5: Sources for acquiring video, by country
Figure 6: Appealing attributes of online video
Figure 7: Additional usage drivers for OTT viewing
Figure 8: Barriers to adoption of OTT video
Figure 9: Viewing frequency: OTT versus regular TV
Figure 10: Effect of OTT on regular TV consumption, by country
Figure 11: Number of respondents per country
Figure 12: Number of respondents by country and by age
Figure 13: Number of respondents by country and by gender
Figure 14: Number of respondents, by country and by income level
Figure 15: Number of respondents that did not disclose income, by country

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