Video Analytics chases churn prediction to a $2.3bn market
“QoE video analytics is growing into an arms race to build third party tools, which allow all pay TV players and many free to air broadcasters, to behave more like Netflix, Amazon and Hulu.”
QoE Video Analytics has, in a few short years, gone from being a simple confirmation of whether or not video frames get through to a device – shown on a basic dashboard – to becoming a complex big data opportunity for all media enterprises everywhere.
The next phase of growth will be driven by Churn reduction algorithms – using this data to slow down churn, and then slowly the marketplace will move towards the creation of generic data warehouses in the cloud, which individual silo applications tap into from every department in a media company.
This industry clearly began in the US, where some 89% of pay OTT subscribers already have video QoE analytics reporting on their apps. This is why the US has a global market share of some 47%. Europe is comfortably in second place with 31% of the market and Asia Pacific is slowed down by a preponderance of AVoD offerings in China – which we have not counted in this forecast because their apps have different priorities. Currently in China there are around 1.2 billion AVoD accounts and at last count around 120 million SVoD.
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