Hybrid/OTT Expands Opportunities for Pay-TV Operators

New Hybrid/OTT (HOTT) Integrated Service & STB Report Forecasts New Opportunities for Pay-TV Operators

SAN JOSE, Calif. — With the introduction of integrated Hybrid OTT and live TV services using the advantages of ABR (Adaptive Bit Rate) encoding and digital video broadcast, Pay-TV Operators can now add or expand video services less expensively than before. Through the use of integrated program guide for OTT and live digital channels from Cable, IPTV, Satellite or Free-to-Air (FTA), Pay-TV Operators can now offer live TV sources with OTT content depending on local market demands.

“The Hybrid OTT (“HOTT”) services provide Pay-TV Operators the ability to grow new audiences from the younger demographic that likes the freedom of OTT TV, while attracting audiences who still prefer linear content,” says Tanuja Chati, Analyst for MRG, Inc.

“HOTT(1) markets have developed faster in Europe, often due to the need to integrate bundled Free-to-Air digital channels into one service,” says Gary Schultz, MRG’s President. “Earlier versions of Hybrid service were not integrated and did not take advantage of ABR, causing them to feel unfinished and hard to use.” The addition of EPG integration and ABR streaming is what distinguishes the new HOTT service from previous Hybrid services, which also make use of security and QoS functions not available in the older Hybrid STBs (Set-top Boxes).

Written with the Pay-TV Operator in mind, the report analyzes the market and technology drivers for HOTT services, as well as risks and opportunities, top demographics driving the new services, and which kinds of content to date has proved most compelling based on interviews with large and small Operators already using or planning to deploy HOTT services. The report also focuses on how small and large Operators are phasing in new HOTT services, including the Vendors they’re using. Over 20 Vendor profiles are included in addition to HOTT Operators, as well as a forecast for HOTT STBs for 2011-2015.

“Hybrid OTT & Linear Video Report for Integrated STBs & Services–Cable, IPTV, Terrestrial & Satellite Platforms: Global Forecast & Analysis: 2011-2015” (142-pages) is available in a printed English language edition for $2,495 USD, a PDF single-departmental license for $3,495 USD PDF; and is available free as part of MRG’s IPTV Tracking Service. For more information, or a corporate license, or to order the report, contact Rob Smith at 1-408-453-5553 or rsmith@mrgco.com.

(1) HOTT is a new term to define a new market.