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Over The Top (OTT) Services Market 2020

Posted Sep 10, 2020

Globally, time spent online has reached an average of 6 hours and 49 minutes per day on computers, tablets, laptops, and mobiles combined. This is half an hour longer than Internet users were spending just three years ago and part of that rise is the increase in connected TV (CTV) or “over the top” (OTT) viewing of services like Disney+, Netflix, and other similar services around the globe. 

OTT seems to be a rising star for many (especially as people stayed home in 2020!) and while many advertisers and marketers have shifted due to its similarity to the old stalwart of broadcast TV, OTT does not seem to fulfill its promises: adopting the mobile-first and app-first media mindset, having data-driven technology, and allowing more creative ad formats.

Almost all OTT ads are just basic video ads, the same as broadcast TV, and anyone who has to sit through the same ad multiple times during an ad break knows that targeting and segmentation leave much to be desired. 

But still, people are watching. Sometimes. 

Who are OTT users? How do they spend their time?
Online TV series and movie streaming platforms are preferred by a wide scope of generations. When looking at the age distribution of those who watch online TV/streaming services in EMEA, it is seen that the group between the ages of 55-64 ranks first with 30% while the rest of the results for the other age groups are observed to be equally distributed. On the other hand, looking at the LATAM region, it is seen that the group between the ages of 35-44 takes first place with 48%.

When we look at gender distribution, it can be mentioned that there is a more or less an equal distribution (45% – 55%) in the EMEA region, while it is seen that 77% of men use online TV/streaming services more in the LATAM region.

Mobile has solved many of the problems OTT continues to experience, and fragmentation of the OTT industry across many markets has slowed responsiveness. What works on one platform may not work, technically or creatively, on another. 

Just like mobile apps currently do, OTT platforms need to make three major changes to keep their promises to advertisers. Advertisers expect their outlets to provide sufficient information and insights about the target audience with data-driven technology, allow for the evaluation and optimization of campaigns via accurate measurement, and reach the most accurate target audience possible with the most optimum reach and frequency value by being creative and innovative. 

All of that is getting much more difficult in the age of privacy too (especially on Apple devices) but mobile apps, and especially mobile games, have a much clearer through-line to the value exchange with relevant ads. 

OTT Platform Subscriptions
In an environment where there is so much variety in terms of movie streaming platforms, it is difficult for users to decide which platform and why to subscribe. While making decisions, they consider whether watching quality content, non-available content on online platforms, “original” content, or high-quality content is more important for them and they evaluate their subscriptions for different platforms accordingly.

How users decide on their OTT subscriptions and how they discover new platforms or services in an environment where the number of OTT platforms is increasing day by day is also an important factor Recommendations of family and friends, video advertisements, outdoor advertising, and social media are all important parts in how users select their OTT platform of choice.

Second Screen Activities
When looking at the mobile spent globally, mobile apps account for more than 3 hours a day. In 2021, this figure is expected to increase at least 30 minutes more. At this point, it would not be wrong to say that the mobile world and applications are the new prime time for everyone! And, as it stands, they cease to be the “second screen” as marketers have thought of them traditionally, and take their place as the first screen in our lives.

What becomes the second screen? OTT of course.

Mobile Gaming as an Entertainment Channel
According to GlobalWebIndex, a large portion of the OTT users are mobile gamers. With positively perceived opt-in ad formats and HD quality, gamers who are in an aware engagement state are more ready to receive messages from entertainment advertisers. 

The benefits of mobile gaming advertising with a mobile-first and app-first media mindset answers the many challenges OTT still faces — measurement, attention, targeting, and data-driven technology along with truly creative experiences actually bring us where we started. 

By measuring the results of each advertising service with 3rd party verification, emphasizing that the creativity and the technology used are unlimited, and attracting the attention of the users and measuring their attention levels with the innovations made, reach the users with more than OTT can offer in the mobile gaming environment!

Click on the infographic for the full image! Scroll down for more OTT infographics!

Download more OTT Infographics!  
OTT in Turkey
OTT in South Africa
OTT in MENA
OTT in LATAM

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