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US lessons learned In conclusion, European providers are currently at a great advantage in that they can get ahead of, rather than simply keep pace with, the OTT growth explosion by observing the US evolution and incorporating strategies that have proved successful. Understanding subscribers’ high-speed data usage behaviours at a granular level will allow providers to not only make optimal business decisions, but also provide their subscribers with the most innovative broadband experience possible. By leveraging the network and user behaviour knowledge with cost-effective, cloud-based tools and solutions, European providers are in a unique position to not only provide an optimal user experience but actually monetise the market expansion.

to increase monetisation of video content, in the form of transactional services, ad-supported offerings and hybrid bundles. In addition, the research revealed that despite a number of barriers to entry, industry participants expect to see steady growth of premium OTT service in all major European regions. In fact, most markets throughout Europe are expected to conservatively double or triple their premium OTT growth by 2017. As broadband penetration levels rise, IoT devices proliferate and favourable regulations are introduced, the OTT environment will continue to expand throughout Europe. In addition, as leading players, such as Netflix, continue to emerge, as well as the competition and investment in premium OTT business models, experts believe that the landscape will mimic the US OTT experience with innovation and demand evolving simultaneously. Therefore, it is critical for European providers to understand the factors that have contributed to OTT success in the US market and get ahead of the market with optimisation opportunities.

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Vol. 38 No. 4 - November 2016 Issue