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ABI Research: OTT revenues to grow $20B in 2016

Posted: 01 Jun 2011 ?? ?Print Version ?Bookmark and Share

Keywords:Over the Top video? market? growth? Internet video?

The number of online video viewers worldwide is expected to eclipse 1.3 billion by 2016, growing from a current 2010 base of just over 780 million. As more consumers look to their broadband connections for content, the Over the Top (OTT) video industry will likewise grow. Because of this trend, ABI Research forecasted a growth of the OTT market of up to $20 billion in 2016. Companies such as Netflix, Hulu and Apple's iTunes division are set to benefit and capitalize on this market trend.

ABI Research's studies entitled, "Over the Top (OTT) and Through the Middle (TTM) Video" and "Broadband Video to Connected CE and Mobile Devices" provide insight into the rapidly changing world of video services moving to the Internet. According to the studies, consumers are increasingly engaging with a variety of Internet video services. This rapidly growing ecosystem depends on close cooperation between chipset manufacturers, consumer electronics and set-top box providers, content producers, and service providers worldwide.

"Content discovery is just one example of the rapidly changing environment, with traditional program guides being supplemented by search and recommendations," says Jason Blackwell, practice director at ABI Research.

According to the market research firm, Netflix is the current leader in OTT revenues, as it has led consumers to embrace long form broadband video on their TVs with support in nearly every Smart TV platform. iTunes and Hulu each represent about 15 percent of the current Over the Top market.

"Over time, more viewing of YouTube and historically Internet-based platforms will shift to the living room, opening up significant advertising revenues. This trend will be accelerated based on YouTube's recently announced increase in VOD content," notes senior analyst Sam Rosen.

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