Netflix Lead the US OTT Market and Tops ABI Research Competitive Assessment Ahead of Amazon and Apple

  Netflix Lead the US OTT Market and Tops ABI Research Competitive Assessment
  Ahead of Amazon and Apple

Business Wire

SCOTTSDALE, Ariz. -- October 31, 2012

In 2011 Netflix accounted for just over 50% of the $3.2 billion OTT market in
North America and despite highly publicized missteps during the company’s
separation between streaming and physical media rentals, secured the top spot
in ABI Research’s United States OTT Competitive Assessment. ABI Research
evaluated US OTT vendors on various factors including: market share, device
reach, and business model, which were divided between two main axes of
“innovation” and “implementation.” This research is published as part of a
Competitive Assessment report that also evaluates the UK OTT market and US
multiscreen (TV Everywhere) operators.

Amazon and Apple captured the overall second and third positions in the US OTT
vendor matrix. Netflix scored highest on both implementation and innovation
while Amazon and iTunes occupied the second and third positions (Apple edging
Amazon for implementation and Amazon ahead for innovation).

Senior analyst Michael Inouye commented, “In addition to market share, device
reach to mobile devices weighed heavily in both the implementation and
innovation scores. Apple’s iTunes scored well for its ability to leverage the
cohesive Apple ecosystem. While Microsoft’s Xbox Zune video service did not
place well in this analysis, the platform overall best depicts the growing
importance of the hybridization between OTT and pay-TV services, making Xbox
Live a platform to keep an eye on. Many of these elements were also true for
the multiscreen analysis where operators like Cablevision scored lower in part
due to device support and lack of differentiators.”

Practice director Sam Rosen added, “Once viewed as a key element to cutting
the cord, pay-TV operators are expected to launch new OTT services to target
lower price points as well as customers beyond their geographical footprint.
Early hybrid offerings include early work from Synacor and Charter
Communications that allows consumers to search for content from the pay-TV
operator and key OTT providers from the same portal. Consumers simply want
access to content, regardless of who is providing it, so innovative solutions
like this will help the OTT market and bring additional exposure to the
multiscreen market, which is still in its early stages.”

These findings are part of ABI Research’s OTT and Multi-screen Services
(http://www.abiresearch.com/research/service/ott-and-multi-screen-services/)
Research Service.

ABI Research provides in-depth analysis and quantitative forecasting of trends
in global connectivity and other emerging technologies. From offices in North
America, Europe and Asia, ABI Research’s worldwide team of experts advises
thousands of decision makers through 70+ research and advisory services. Est.
1990. For more information visit www.abiresearch.com, or call +1.516.624.2500.

Contact:

ABI Research
Christine Gallen
+1-516-624-2542
pr@abiresearch.com