This report analyses the OTT video market’s dynamic around the globe, and especially how market players are faring.

It begins by looking at the ways in which top Internet companies are stepping up their OTT video developments, by leveraging their trump cards: financial clout, technological advance, global audience, monetisation tools.

Next it explores these leading players’ content acquisition and OTT video service strategies.

Lastly, it delves into the options available to media companies to respond to these incursions, including partnership strategies and the creation of standalone services.

The report concludes with forecasts for OTT video market revenue (advertising and paid services) up to 2021.

Table of contents

1. Executive Summary

2. Methodology
2.1. General methodology of IDATE reports

3. Internet giants enjoy real leverage in the video market
3.1. Unparalleled financial clout
3.2. An ever-greater technological advance
3.3. A global audience
3.3.1. Viewers now number in the hundreds of million, if not billions
3.3.2. Growing popularity of mobile video viewing…
3.3.3. …puts Internet giants in a position of strength
3.4. Mastering monetisation tools
3.4.1. Payment tools operational on a large scale
3.4.2. Considerable lead in the online advertising market

4. Internet giants staying the course with video
4.1. Video become a must-have in a platform-centric universe
4.2. Top Internet companies’ programme acquisition, partnership and original production strategies
4.2.1. How the players are positioned
4.2.2. A two-pronged approach
4.3. Two business models: advertising and payment
4.3.1. Capturing the advertising market
4.3.2. Betting on paid services

5. Media companies’ options
5.1. New formats and social media
5.1.1. A tricky economy equation
5.1.2. Mobile first?
5.1.3. Audience and advertising
5.2. Providing content to the Internet’s top paid services
5.3. Partnerships between media companies and telecoms
5.3.1. Partnerships between media companies
5.3.2. Media – telecoms partnerships
5.4. Developing standalone services
5.4.1. A shift in position for media companies
5.4.2. New independent aggregators
5.5. Double the addressable market by 2021

List of tables and figures

List of tables and figures

Table 1: Top Internet companies’ IT and cloud infrastructure products
Table 2: The Internet giants’ payment and e-commerce services
Table 3: Examples of Internet companies’ video services, 2017
Table 4: Examples of Internet giants’ sporting rights acquisitions
Table 5: Examples of how the Internet leaders are positioned in original production and content partnerships
Table 6: Examples of agreements between media companies and Internet giants
Table 7: Examples of partnerships and mergers between media and telecoms companies
Table 8: Examples of media companies’ OTT video services

Figure 1: Internet companies’ revenue in 2016
Figure 2: Internet companies’ free cash flow in 2016
Figure 3: Internet companies’ market cap
Figure 4: Amazon Web Services: end-to-end OTT video solution
Figure 5: Internet leaders’ addressable market
Figure 6: Breakdown of video screen time for the different devices, 2010-2016
Figure 7: Viewing outside the home by genre, in the United States, January – May 2017
Figure 8: Percentage of Internet leaders’ revenue earned on mobile services, 2013-2016
Figure 9: Ad revenue and share of total revenue: Google and Facebook, 2010-2016
Figure 10: Breakdown of online advertising market share 2016
Figure 11: Breakdown of mobile advertising market share, 2016
Figure 12: Breakdown of generation Z streaming consumption in the United States, in 2016
Figure 13: Apple TV app
Figure 14: Internet giants’ estimated spending on producing original content in 2017 and 2018
Figure 15: Comparison of media CPM, estimates as of March 2016
Figure 16: Evolution of global ad revenue, by medium
Figure 17: Video subscriber growth for Netflix and Amazon worldwide, 2015-2017
Figure 18: Long, mid and short tail
Figure 19: CNN on Snapchat
Figure 20: The Studio+ SVOD service
Figure 21: Top 10 YouTube networks on computers, August 2017
Figure 22: Examples of Snapchat Discover partnerships
Figure 23: Business model for media companies’ OTT video services
Figure 24: SVOD market growth in the UK
Figure 25: Subscriber growth for media companies’ OTT video platforms, 2013 to 2017
Figure 26: OTT video market growth worldwide, 2012-2017 (billion EUR)

Geographic area



  • 21st Century Fox
  • Alibaba
  • Amazon
  • Apple
  • AT&T
  • BBC
  • BeIN Sports
  • Canal+
  • CBS
  • CNN
  • Comcast
  • DAZN
  • DirecTV
  • Discovery Communications
  • Disney
  • Eurosport
  • Facebook
  • Fubo TV
  • Google/YouTube
  • Hulu
  • Mediaset
  • Molotov
  • MTG
  • NBA
  • NBC
  • Netflix
  • NFL
  • NLziet
  • ProSiebenSat1
  • Sky
  • Snapchat
  • Tencent
  • TF1
  • TIM
  • Twitter
  • Zattoo


Internet giants enjoy real leverage in the video market…
• Unparalleled financial clout
• An ever-greater technological advance
• A global audience
• Mastering monetisation tools

… and stepping up their market development
• Video become a must-have in a platform-centric universe
• Content acquisition: a two-pronged approach
• Capturing the advertising market
• Betting on paid services

Media companies are responding to these new challenges in several ways
• New formats and social media
• Providing content to the Internet’s top paid services
• Partnerships between media companies and telcos also developping
• Developing standalone services

An addressable OTT video market forecast to double by 2021
• An OTT video market that is expected to double by 2021, to reach 98 billion EUR

Other details

  • Reference: M17280MRA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: French, English
  • Tags: Advertising, Internet giants, media companies, OTT Video, video market

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