Research and Markets: Over-the-Top Broadband Enthusiasts - Who Are They, What Drives Them, and What Do They Want?

DUBLIN--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/971142/overthetop_broad) has
announced the addition of the "Over-the-Top Broadband Enthusiasts - Who Are
They, What Drives Them, and What Do They Want?" report to their offering.

This report's quantum theory of media suggests that, as open broadband
connections reach deeper into our lives and establish new points of contact,
consumers will enjoy greater choice and exert more influence over media. This
premise has fueled the "any content, anywhere, anytime, any device" mantra which
characterizes the "digital home" and "connected consumer" market spaces. The
emergence of alternative home video services such as Over-the-Top (OTT) are
early examples of quantum media in action. With a broadband connection to the TV
(either direct or via a home network), consumers will have access to the growing
array of online video services today enjoyed on a PC monitor.

An all-too-frequent mistake made by both OTT enthusiasts and detractors is
casting the model strictly as a "Cord Cutting" phenomenon and thus directly
competitive with basic PayTV services. Yes, OTT-as-replacement services are
aimed squarely at the undermining the base PayTV service relationship.
OTT-as-supplement services, however, can either be competitive or collaborative.
They can be competitive in the sense that they can steal high-margin value-added
service revenue from incumbents (e.g., Vudu offers a much better video-on-demand
service than most cable operators) and collaborative in the sense that can
expand an incumbents service offerings (e.g., Vudu provides an excellent way for
smaller cable operators to add VOD to their service mix).

This report identifies four non-overlapping OTT-dependent segments (Replacers,
Supplementers, Optimals, and Non-OTT Consumers) and analyzes the characteristics
that define and distinguish each segment, including demographics,
psychographics, TV viewing and subscription habits, technology dispositions,
interest in alternative TV services, and a host of other characteristics. The
data reveals an emerging market comprised of very different consumer segments
with different motivations and service expectations.

Key Topics Covered:

Key Findings
1.0 Introduction
2.0 Identifying OTT Intenders
3.0 OTT Segment Profile - Consumer Electronic Ownership
4.0 OTT Segment Profiles - PayTV Services
5.0 OTT Segment Profiles - Broadband and Home Network Usage
6.0 OTT Segment Profiles - Web Video Usage
7.0 OTT Segment Profile - Video Content Preferences
8.0 OTT Profile - Demographics

For more information visit
http://www.researchandmarkets.com/research/971142/overthetop_broad

Research and Markets
Laura Wood
Senior Manager
press@researchandmarkets.com
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716

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