The question
Broadcasters, pay-TV operators and streaming services buy platforms to launch and run their online video services. Who are the main vendors, what do different buyers need, where are the gaps, and which partners should a new entrant work with?
Approach
- Interviews with 16 vendors and 24 buyers around the world.
- A long list of more than 400 buyers, with around 200 platform deployments mapped, delivered as an account list workbook.
- Focus regions: Eastern Europe, Latin America and Asia-Pacific, including India and South-East Asia.
Sprint 1: vendor landscape
- 12 vendors profiled in depth, from a long list of around 50.
- The KPIs buyers use to evaluate platforms, typical product configurations, and frontend against backend focus.
- Ecosystem and go-to-market approaches, from system integration to marketplaces; how vendors use code repositories, developer operations and cloud marketplaces.
- Where integrations create differentiation, and the positioning options open to a new entrant.
Sprint 2: buyers
- Buyer segmentation by content strategy (premium rights holders, aggregators and smaller providers), by what they need to deliver (catch-up and on-demand, live, pay-TV everywhere, on-demand-only services) and by size.
- Buyer needs and pain points across distribution reach, viewer experience, engagement, agility and monetisation, with deployment examples.
- Which regions offer the best entry, typical deal lengths and why buyers switch vendors.
- Recommendations on how to enter the market and which partner vendors to work with.
What I did
I conducted research interviews, worked on the analysis and data, put together the slides, and presented findings to the client.
What it shows
- Running vendor and buyer research side by side.
- Segmenting a fragmented market in ways that predict buying behaviour.
- Presenting a market-entry recommendation to a client.
The client is described anonymously and no confidential figures are shown.