Prevalence of Business Models in Global OTT Video Services: A Cluster Analysis

Abstract

ABSTRACT This paper is an empirical analysis of the prevalence of business models in the Over The Top (OTT) video content distribution sector. From a review of the literature on taxonomies of OTT business models, it identifies five attributes of an OTT content distribution platform: ownership, vertical integration with content producers, platform/multiplatform compatibility, service type, and revenue model. Applying cluster analysis to SNL Kagan’s global database of 798 OTT distribution networks, the most five commonly occurring combinations of attributes are identified. The paper concludes by discussing the characteristics of these business models.