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IP Video Tech 360: The Value Chain 2015 – 2017, Module to Workflow Integration

 

 

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TABLE OF CONTENTS:

SECTION ONE 1
IP VIDEO TECH 360 VALUE CHAIN 2015 - 2017: CDN, SOFTWARE, CROSS-CHANNEL ADTECH, TRANSCODING AND PROCESSING: MODULES TO WORKFLOW REVENUE ANALYSIS 1
  IP Video Tech Ecosystem-wide double-digit growth projected through 2017 1
  IP VIDEO TECH 360 VALUE CHAIN 2006 - 2014: CDNs, DESKTOP/MOBILE ADTECH AND PROGRAMMATIC SYSTEMS REVENUE 2
  2014 IP Video Tech Revenue Share Breakout: CDNs owned a 35.5% stake in the business 5
  IP VIDEO TECH VALUE CHAIN REVENUE SHARE 2006 - 2014: CDN, AD TECH SYSTEMS AND VIDEO PLATFORMS 6
  U.S./NORTH AMERICAN VIRTUAL VIDEO VALUE CHAIN: 2006 - 2017 9
  The global IP Video Tech ecosystem grew by 44.1% in 2014, including operations from AWS, iAd, Facebook, Twitter, Conversant and Google 13
  The global IP Video Tech 360 Ecosystem grew by 42.5% in 2014; 33% forecast for 2015 17
  GLOBAL IP VIDEO TECH VIDEO VALUE CHAIN: 2006 - 2017 18
  The U.S. market was worth 54% of the global IP Video Tech market in 2014, forecast to ease slightly to 52% by 2017 20
SECTION TWO 22
CDN OPERATIONS, PROVISIONING ROADMAP AND SELL-IN ANALYTICS 22
CDN Terminology / Definitions: 22
CDNs 2015 - 2017: IP VIDEO 360: AUDIENCE MIGRATION TESTS NETWORK AVAILABILITY, SECURITY, QUALITY AND SCALE 29
  AKAMAI GROSS MARGIN ANALYSIS: COGS 2007 - 2014 30
  AKAMAI COGS ANALYSIS: 2007 - 2014 31
  LIMELIGHT NETWORKS: COGS TREND 2006 - 2014 33
  LIMELIGHT NETWORKS: COGS ANALYSIS 2008 - 2014 34
Selling In: what the market is buying, and why: 2015 36
  MEDIA AND ENTERTAINMENT PERCENT CDN REVENUE: 2006 - 2014 37
CDN business operations, market dynamics, technology and account acquisition trends 2015 - 2017 39
Account Acquisition, new entrants and competitive forces 39
Retail and transit bandwidth pricing indicators: 2015 - 2017 39
Video formats and adoption trends 40
International markets, competition and account wins 40
The macro market: CDN MRR as calculated as topline revenue divided by total accounts declined by .2% in 2014 41
  CDN ANNUAL ACCOUNTS: 2005 - 2014/2015 41
  CDN MONTHLY RECURRING REVENUE ANALYSIS: 2005 - 2014 42
MRR analyzed by individual CDN: Average MRR increased 12.3% in 2014 to $8,153 43
  CDN MONTHLY RECURRING REVENUE ANALYSIS: 2005 - 2014 Accustream Research44
  Akamai continues to lead the market in revenue share 45
  CDN REVENUE AND MARKET SHARE: 2010 - 2014 47
  CDN SHARE OF MARKET: 2010 - 2014 48
  CAP Ex investment rose by 19.6% in 2014: Compute platforms continue to add heft 48
  CDN CAPEX INVESTMENT: 2007 - 2014 49
  CDNs CAPEX investment balanced against account additions 2006 - 2017 51
  CAP EX ANALYSIS: SERVER DEPLOYMENTS AND ACCOUNT GROWTH: 2006 - 2014 51
  The CDN sector grew by 36.9% in 2014, including AWS and international vendors with a U.S. presence 53
  CDN MARKET REVENUE ANALYSIS: 2003 - 2017 55
  Media and Entertainment (audio/video-excluding games) contract value delivers 36.6% revenue share in 2014 58
  MEDIA AND ENTERTAINMENT PERCENT CDN REVENUE: 2006 - 2014 58
  Commercial market value in media and entertainment (IP Video and Audio) estimated at $3.9 billion in 2014 60
  CDN BANDWIDTH SERVICES CATEGORY SHARE: 2014 61
  CDN BANDWIDTH SERVICES CATEGORY SHARE: 2014 62
  COMMERCIAL BANDWIDTH MARKET VALUE: MEDIA AND ENTERTAINMENT 2006 - 2014 64
  Domestic and international CDNs with U.S. operations are forecast to reach $5.7 billion in 2015 revenue 66
  GLOBAL CDN MARKET VALUE (Delivered by Domestic vs. International CDNs) 67
  GLOBAL CDN MARKET VALUE (Delivered by Domestic and International CDNs) 2006 - 2017 69
  CDN market expansion 2015 - 2017: the strongest account growth is taking place at lower MRR bands of the market 70
  CDN REVENUE AND ACCOUNT GROWTH RATES: 2006 - 2014 70
  Retail bandwidth pricing has stabilized in the period 2013 - 2015 71
  GIGABYTES TRANSFERRED AND Mbps RETAIL CONTRACT PRICING: 2006 - 2015 72
  Mbps (rate/95/5) RETAIL CONTRACT PRICING: 2006 - 2015 73
  Retail and transit pricing declines do not necessarily move in tandem 74
  ANNUAL PRICING COMPARISON: RETAIL VERSUS TRANSIT 2006 - 2015 75
  ANNUAL PRICING PERCENT CHANGE COMPARISON RETAIL VS. TRANSIT 2006 - 2013/2014 77
  CDN PROVISIONING: REVENUE, ACCOUNT PERFORMANCE METRICS, INFRASTRUCTURE ANALYSIS 2003 - 2017 (Part 1) 79
EXECUTIVE FORUM: Q & A BRIEFINGS WITH INDUSTRY LEADERS 85
  ALCATEL-LUCENT 85
  AKAMAI 88
  CHINACACHE 92
  CLOUDFLARE 96
  KWICR 100
  LEVEL 3 103
  LIMELIGHT NETWORKS 107
  MAXCDN 113
  MIRROR IMAGE 117
SECTION THREE 121
IP VIDEO TECH 360 SOFTWARE PLATFORMS, MODULES, TRANSCODING, PLAYERS AND WORKFLOW INTEGRATION 2015 - 2017 121
TERMS AND DEFINITIONS 121
IP VIDEO TECH 360 SOFTWARE SECTOR OVERVIEW: PLATFORMS, MODULES AND WORKFLOW: THE MARKET DEMANDS CUSTOMIZED SOLUTIONS AT COMMERCIALIZED PRICES 127
  The Big Picture: Selling IP Video Tech 360 solutions across account verticals, transforming the video business across all channels and platforms 127
  IP Video Tech 360: The viewing experience and status of video formats and media players 129
  Must Have IP Video Tech: Transcoding and media processing demand seen across all content/publishing/distribution verticals 130
  IP Video Tech 360: Legacy business models ported to all devices, at all times 130
  IP Video Tech Recommendation engines: Measuring ROI 131
  Financial Fundamentals: Products, services and solution suite expansion and sell-in strategy evolution provide the foundation for double-digit growth 131
  IP VIDEO 360 TECH PLATFORMS, MODULES, WORKFLOW, PROCESSING: TOPLINE REVENUE 2007 - 2017 132
  Workflow vendors capture the majority of IP Video Tech Spend 2007 - 2017 135
  IP VIDEO 360 TECH PLATFORMS, TRANSCODING, DISCOVERY, PLAYERS AND SERVICES: MULTI-SECTOR REVENUE HISTORY AND PROJECTIONS: 2007 - 2017 136
  IP VIDEO 360 TECH PLATFORMS, TRANSCODING, DISCOVERY, PLAYERS AND SERVICES: MARKET SHARE 2007 - 2017 137
  IP Video Tech markets continue to consolidate, reorganize, expand geographically, ramp up R & D, hire additional staff, plus attract venture capital and generate M & A 139
  IP VIDEO 360 PLATFORMS, TECH SERVICES, PROCESSING, PLAYER AND INTEGRATED WORKFLOW SYSTEMS: M & A EXIT VALUATIONS 2006 - 2015 140
  CAGR by IP Video Tech vendor vertical through 2017 141
  CAGR ANALYSIS BY SEGMENT: 2007 - 2017 141
IP VIDEO TECH 360 VENDOR ALIGNMENT, CORE COMPETENCIES, PRODUCT DIFFERENTIATION, PRICING AND BUSINESS MODELS 2015 - 2017 143
  IP VIDEO 360 TECH PLATFORM, PROCESSING, TRANSCODING, WORKFLOW: SERVICES, CORE TECHNOLOGIES AND BUSINESS MODELS 2015 - 2017 143
  IP VIDEO TECH 360: MAPPING ECOSYSTEM REVENUE 2007 - 2017 146
IP Video Tech vendor segment solutions alignment and revenue analysis 2007 - 2017 149
  IP video tech 360 platform, service and workflow vendors: Price, positioning, product and promotion 2015 - 2017 149
  IP VIDEO TECH PLATFORMS, MODULES AND INTEGRATED WORKFLOW SOLUTIONS: SEGMENT REVENUE ANALYSIS 2007 - 2017 151
  IP VIDEO 360 TECH PLATFORMS (OTT/IPTV/VOD): INTEGRATED WORKFLOW REVENUE TRAJECTORY 2007 - 2017 153
  Enterprise-facing IP video tech solutions are steady performers: Product, price, position and promotion 2015 - 2017 155
  ENTERPRISE/B-TO-B IP VIDEO TECH PLATFORM/WORKFLOW SERVICES SPECIALISTS: SEGMENT REVENUE 2007 - 2017 158
  Encoding/Transcoding/Processing and CRM: Products, price, positioning and promotion 2015 - 2017 160
  IP VIDEO 360 ENCODING, TRANSCODING, PROCESSING AND MEDIA OPTIMIZATION: SEGMENT REVENUE PERFORMANCE 2007 - 2017 163
  IP VIDEO TECH 360: ENCODING, TRANSCODING, PROCESSING AND MEDIA OPTIMIZATION REVENUE 2007 - 2017 164
  IP Video Tech: Discovery, social engagement, search, navigation, recommendation tools and technology 165
  IP VIDEO TECH 360: DISCOVERY, ENGAGEMENT, RECOMMENDATION SERVICES REVENUE 2007 - 2017 168
  IP VIDEO TECH 360 DISCOVERY, RECOMMENDATION TOOLS AND SERVICES: 2007 - 2017 169
  IP Video Tech 360: Media Players and Solutions 170
  IP VIDEO TECH 360 MEDIA PLAYERS AND SERVICES: 2007 - 2017 173
  IP VIDEO TECH 360 MEDIA PLAYERS, SOFTWARE SOLUTIONS AND SERVICES: 2007 - 2017 174
EXECUTIVE FORUM: SECTOR Q & A's 175
  ALLDIGITAL BREVITY 175
  ANVATO 179
  BEAMR 183
  BITMOVIN 185
  BRIGHTCOVE 188
  CONVIVA 192
  DACAST 197
  DIGITALSMITHS 200
  HAIVISION 203
  INVODO 206
  MODE MEDIA 209
  OOYALA 211
  PIKSEL 215
  TELESTREAM 219
  thePLATFORM 222
  VANTRIX 226
SECTION FOUR 230
INTRODUCTION TO THE IP VIDEO ADTECH ECOSYSTEM 2015 - 2017 230
IP VIDEO ADTECH/ADVERTISING TERMINOLOGY AND DEFINITIONS 230
VENDORS ARE OPTIMIZING AGAINST AUDIENCES, SCREEN, DEVICE: IMPRESSION TRANSPARENCY AND MONETIZING BEYOND THE LINEAR CLOCK 238
  Inventory management, trafficking and media clearing ecosystem fundamentals: The Business of IP Video 238
  IP Video Adtech: A highly integrated ecosystem 241
  The IP video adtech marketplace supports a wide array of impression formats and platform solutions 242
  The IP adtech sector has experienced a significant amount of M & A activity and market consolidation; a trend expected to continue 244
  DESKTOP/MOBILE VIDEO ADTECH PLATFORM M & A: PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2015 245
IP VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL SPEND IN 2014 248
  GLOBAL IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 249
  DOMESTIC IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 249
  The fluid state of video ad technology adoption: Make, buy, license or outsource 250
  IP Video Adtech allocation of economic rents: Market position and revenue capture flow chart 250
  Video spend economics and GRP economies: Screen depth creates more views, greater reach and in-stream inventory 251
  Predictive analytics, combined with data-enhanced audience/impression analytics provide brand advertisers greater confidence, but the user experience remains uneven 251
  IP video ad trafficking platforms engaged, and continue to engage with the highest level of spend over a 7-year period (2008 - 2014) 253
  DOMESTIC IP VIDEO ADTECH CAGR: 2008 - 2014 255
  VIDEO ADTECH VENDOR CATEGORY AND SPEND SHARE: 2008 - 2014 257
  Automated trading: The state of programmatic IP video ad clearing 2015 258
  Site serving is a large part of the IP video monetization marketplace, though 3rd party trafficking is increasing 259
  IP-based authenticated sign-in is here, though currently a makeshift reality 260
  IP Video CPMs: Pricing consistency prevails on a per unit basis, though campaign variability exists as the demand side angles for lower blended CPMs 261
  Business operations and topline revenue recognition; Calculation of unduplicated IP video ad spend and post publisher payout "net" revenue 261
  IP video adtech systems enable $11.8 billion in global spend 262
  GLOBAL VIDEO ADTECH MEDIA SPEND 2008 - 2017 263
  GLOBAL IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED SPEND ANALYSIS 2008 - 2017 264
  DOMESTIC/U.S. IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY: UNDUPLICATED SPEND ANALYSIS 2008 - 2014 267
  Video Inventory/Spend by adtech vendor category inventory and spend growth differential analysis 269
  SSPs: 269
  GLOBAL VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 269
  DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 271
  DSPs: 272
  GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 272
  DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 274
  IP Video Ad Trafficking 275
  GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 275
  DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 277
  Ad Networks, Audience, Management, Marketplace and Marketing Platforms 278
  GLOBAL VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 278
  DOMESTIC VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 280
  IP Video Adtech Marketplace Alignment: Elaborate layers of integrated and one-stop solutions 281
  THE IP VIDEO ADTECH ECOSYSTEM ALIGNMENT: MARKET POSITIONS AND INVENTORY MANAGEMENT SPECIALIZATION 2015 - 2017 281
  LEGEND/NOTES: VIDEO ADTECH VENDOR POSITIONING AND BUSINESS EVOLUTION 2007 - 2015 284
  IP VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015 286
  IP VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 287
  DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 288
  SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 288
  IP Video Adtech: Device Inventory Share, Global Reach, Domestic and International Operations by Solution/Vendor-2015 289
  IP VIDEO ADTECH ECOSYSTEM: GLOBAL AUDIENCE AND DEVICE REACH 2015 289
IP Video Adtech Net Revenue by Vendor Category; Marginal Performance Analysis: 2008 - 2017 291
  Gross Margin or Equivalent Billing Against Spend 291
  Trafficking 291
  IP VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017 291
  IP VIDEO AD SERVING NON-LINEAR/LINEAR: PLATFORM REVENUE 2008 - 2017 293
Networks and Marketing Platform Marginal Performance 294
  CROSS DEVICE IP VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2008 - 2017 294
  CROSS DEVICE IP VIDEO ADTECH, AUDIENCE NETWORKS/MARKETING PLATFORMS 2015 296
  Analysis Includes DoubleClick and Conversant 2007 - 2017 297
  CROSS DEVICE IP VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM REVENUE 2007 - 2017 297
  CROSS DEVICE IP VIDEO ADTECH NETWORKS/MARKETING PLATFORMS 2007 - 2017 298
DSP Marginal Performance Analyzed Against Associated Media Spend 299
  IP VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 299
  IP VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 301
SSP Marginal Performance Analyzed Against Associated Media Spend 302
  IP VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 302
  IP VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 304
EXECUTIVE FORUM: Q & A BRIEFINGS WITH INDUSTRY LEADERS 305
  ADOBE PRIMETIME 305
  ALTITUDE IP 308
  BLACKARROW 311
  BLINKX 315
  CANOE 319
  CINEMA6 323
  CONVERSANT MEDIA 326
  FREEWHEEL 330
  JUN GROUP 334
  ROCKET FUEL 339
  SIZMEK 343
  SUNDAYSKY 347
  TEADS 352
  TREMOR VIDEO 355
  VIDEOLOGY 360
  VIDEOPLAZA 364
  VIDIBLE.TV (a unit of AOL) 366
  VISIBLE WORLD 368
  YUME INC. 373
SECTION FIVE 378
THE MOBILE MEDIA MARKETPLACE IS GLOBAL, PERSONAL AND POWERFUL 378
MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS 378
MAPPING MEDIA SPEND THROUGH THE MOBILE ADTECH ECOSYSTEM: HOW THE INDUSTRY ALLOCATES REVENUES AND PAYMENTS 382
BUSINESS MODEL VIABILITY: VENDOR VERTICAL ALIGNMENT, PARTICIPATION SHARE, SERVICES RENDERED AND GETTING PAID 2015 - 2017 382
  Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017 382
PROFITING FROM VOLATILITY: THE MARKETPLACE IS FORECAST TO PAY $14 BILLION IN 2015 TOPLINE 382
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 384
HOW THE MOBILE ADTECH ECOSYSTEM CURRENTLY ALLOCATES REVENUE BY VENDOR CATEGORY THROUGH 2017 386
  MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017 387
FACEBOOK AND TWITTER OWNED 61% OF TOTAL PLATFORM REVENUE IN 2014; INCREASING SHARE IN 2015 390
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 394
EXCLUDING FACEBOOK AND TWITTER, DSPs ARE FORECAST TO EARN 15.5% OF ECOSYSTEM REVENUE BY 2017 396
  MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 397
THE BUSINESS MODELS: PARTICIPATION PERCENTAGES FOR MOBILE ADTECH SOLUTIONS INCLUDE AD TRAFFICKING, IMPRESSION CLEARING, ANALYTICS, DATA, MEDIA REPRESENTATION REVENUE SHARE 398
  Mobile adtech business models can be structured in multiple modes utilizing well-established billing norms 398
  MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE: 2014/2015 399
AUDIENCE SEGMENTATION, PROFILING, AND DEMOGRAPHIC TARGETING IS A FUNCTION OF REACH 402
  MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015 402
DUPLICATED AND NON-DUPLICATED INVENTORY ANALYSIS 2009 - 2014: CUTTING THROUGH THE IMPRESSION CLUTTER 405
  MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015 406
MOBILE ADTECH: BEYOND TALKING POINTS AND ECHO CHAMBER CHATTER, HERE'S HOW THE BUSINESS REALLY WORKS 408
  CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014 409
  MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014 412
EXECUTIVE FORUM: SECTOR Q & A's 413
  AMOBEE 413
  BLINKX 416
  BUZZCITY 420
  CONVERSANT MEDIA 425
  ENGAGECLICK 429
  LOTAME 432
  MADHOUSE 435
  NEXAGE 439
  OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software) 443
  QUALIA MEDIA 447
  RHYTHMONE 450
  SMAATO 455
  TAPJOY 459
  THINKNEAR (a unit of Telenav) 462
  TREMOR VIDEO 465
  VERVE MOBILE 470


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