The Cluster Analysis of Global OTT Video Services and Its Implications for Emerging Business Models

• In Event: Entrepreneurship and Business Model Innovation in Digital Media

Abstract

This paper is an empirical analysis of emerging business models in the Over The Top (OTT) video content distribution sector. From an industrial organization perspective, it identifies six critical attributes of an OTT content distribution platform: ownership, programming source, vertical integration with content producers, platform/multiplatform compatibility, service type, and revenue model. Using SNL Kagan’s global database of 798 OTT distribution networks, it finds that certain combinations of these characteristics are more prevalent than others, and are more competitively sustainable within specific types of media ecosystems. The paper concludes that these ‘archetypes’ are likely to be the survivors within specific ecosystems as the OTT content distribution system continues to converge onto dominant business models.

Author

• Eun-A Park, Western State Colorado University