OTT services remain nascent despite gaining user traction, with linear TV retaining room for growth, according to Media Partners Asia (MPA).
MPA said that with the notable exception of India, OTT services in almost all the territories in Asia are largely driven by existing, well-entrenched players in the ecosystem rather than by independent operators.
At present, the business models behind OTT services are not scaling sufficiently for any of the players in the ecosystem, MPA said. It expects market participants and product offerings to further consolidate and transition over the next two years.
The MPA said OTT players should focus on platform execution and pricing models.
At the same time, Asia’s key pay-TV operators have to move rapidly to follow players such as Sky, Comcast and Liberty Global with high levels of product innovation, next-generation user interfaces and cloud delivery.
So far, only Foxtel, Astro, Tata Sky and Airtel are moving along these lines, MPA said.