Traditional pay-TV household penetration is low in certain emerging markets. Operators in these markets are implementing ‘mobile-first’ strategies for TV and video content distribution because the majority of customers either do not have access to a fixed connection or cannot afford one. This report uses case studies to examine how operators have developed mobile-first video strategies to address consumers' appetite for content as well as to defend and grow their businesses.
Video already represents a large share of all mobile traffic and the video propositions of operators in emerging markets often follow a mobile-first approach. Various video strategies are available in terms of content, partnerships and business models, and each will affect operators' performance in a different way.
- Airtel and Jio
- Cell C