Trends Report

Over-The-Top VOD Boxes: An On-Demand TV Strategy For New Market Players In Europe

February 18th, 2009
LM
Laurence Meyer
With contributors:
Galina Naydenova , Ian Fogg , Tushi Banerjee , Paul Jackson , Angela Beckers

Summary

Until December 2008, Microsoft's Xbox360 and the Apple TV were the only way for Europeans to benefit from over-the-top (OTT) video-on-demand (VOD) services delivered to the TV set. In the short and medium term, standalone OTT VOD offers will become increasingly available in Europe. They will begin to compete with the video stores that come with Internet-enabled game consoles. With this in mind, consumer product strategists in charge of the development of standalone OTT VOD offers will have to target, as a priority, terrestrial TV countries and those households that only receive terrestrial TV. However, in the medium term, standalone OTT VOD services will have to evolve in a very tough competitive environment: Linear TV consumption remains strong; TV-based VOD offers are widely available on cable, satellite, and IPTV; and video game consoles deliver OTT VOD services. By 2013, it is likely that fewer households will have standalone VOD boxes than will have a game console to consume digital video content on demand.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.