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Ovum's Global OTT Video Bundling and Partnerships tracker provides an interactive and dynamic assessment of the alliances struck up between premium streaming video service providers and telecoms operators or pay-TV operators/distributors.


  • OTT video partnerships have proliferated during 2016 and 2017, mainly due to the maturing and wider availability of broadband services and the expansion strategies of OTT video players, many of which increasingly rely on broadband and TV service providers to market their services to paying audiences.
  • Regional OTT players are starting to make their mark by partnering with local telcos and catering for local consumers with local content. Much of the regional growth – particularly in Asia-Pacific and evolving markets such as MEA – is driven by MNO partnerships and assisted by carrier billing.
  • While TV set-top-box implementations and fixed broadband bundling play a steadily increasing role in the development of OTT video partnerships, mobile has grown dramatically to become by far the largest service distribution channel arising from such alliances.

Features and Benefits

  • Understand the range and types of operator–OTT video bundling or integration partnerships in a given geography.
  • Determine which OTT video players are leading the way in cutting deals with operators and which network operators are partnering with OTTs, as well as the nature of those partnerships.
  • Identify key headline trends in OTT video service bundling and partnerships with operators.
  • Inform your assessment of the OTT video bundling deals and service partnerships landscape using Ovum's key messages and recommendations.

Key questions answered

  • Which network operators and OTT video providers are the most active in striking up partnerships and service bundling arrangements?
  • In which geographical markets are such deals most prevalent, and how has this changed over time?
  • What proportion of partnerships are based on service bundling versus service integration?
  • What is the nature of the service bundling and/or integration resulting from these partnerships?
  • What strategic measures should network-based operators (mobile, fixed broadband, and pay-TV) and OTT video service providers take to get the most out of partnership opportunities?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Current scenario

  • An upsurge in partnership activity since 2016
  • Geographical distribution of partnerships

Bundle types

  • Most partnerships involve no bundling element

Partnership types

  • Carrier billing and STB integration drive deeper alliances
  • Marketing initiatives are gaining ground

Distribution channels

  • Mobile has become the dominant partnership channel

Service integration

  • Carrier billing facilitates customer sign-up and OTT service payments
  • STB integration enhances the OTT UX and delivers SVOD to a paying audience
  • Entertainment portals simplify access and payment


  • Methodology
  • Further reading
  • Author

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