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Ovum’s OTT Video Innovation Tracker is published as four standalone reports. This is the first part, which provides an executive summary of Ovum’s OTT video findings in 2016.


  • Amazon joins Netflix as a global leader in OTT video after its expansion, with both services now available in twice as many markets as iTunes and Google Play.
  • Transactional video on demand (TVOD) services, EST and digital rental, still dominate in terms of the number of services available globally. However, SVOD is the single largest payment method, comprising 39% of the world's over-the-top (OTT) video services in 2016.

Features and Benefits

  • Evaluates the outlook for OTT video and provides recommendations for the broader media and technology industry.
  • Assesses the impact OTT video will have on the broader media and technology industry.

Key questions answered

  • What is the state of OTT video today?
  • How will OTT video develop in the foreseable future?

Table of contents


  • Introduction
  • Download 1: OTT Video Innovation Tracker: Executive Summary, March 2017

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