Category
Lifestyle
Assisted Choices
Trend cluster
Category
Expansive
Over-the-Top
Brands adapt OTT offerings for the Chinese market.
4.0
Trend score
Trend
What is the Expansive Over-the-Top trend?
Expansive Over-the-Top: Marketers looking to build a brand in the Chinese entertainment market are increasingly opting to launch Over-The-Top streaming services that provide exclusive access to content in a form that coincides with media consumption habits in the region. In addition to highlighting how brands will need to adapt strategy to accurately reflect the needs and wants of Chinese consumers, this shift demonstrates the opportunity of marketing entertainment content as a means of introducing a larger brand vision.
Trend themes
Themes within the Expansive Over-the-Top trend
Three behaviours holding the trend together01
Chinese OTT Streaming Services
The Chinese entertainment market is increasingly looking for Over-The-Top (OTT) platforms and services for streaming TV shows, movies, and original programming. Entertainment content can be marketed as a means of introducing a larger brand vision.
02
International Partnerships
International partnerships between brands targeting new markets are becoming more common in the media and entertainment industries. These partnerships can give customers access to exclusive content and open up new audiences for brands.
03
Subscription-Based Streaming Services
Subscription-based streaming services are becoming the norm in the media and entertainment industries. Brands are leveraging on-demand and live streaming to build stronger fan communities around engaging and exclusive content.
Industry implications
What the Expansive Over-the-Top trend means for industry
Where the trend changes the playbookFor
Media and Entertainment
Media and entertainment companies can adapt to target new markets by launching OTT streaming services that provide exclusive access to content.
For
Technology
The expansion of OTT streaming services is driving the need for technology-related products and services. Examples of such include hardware and software solutions for streaming, mobile devices, cloud computing, Content Delivery Networks (CDN), and Artificial Intelligence (AI).
For
E-commerce
Subscription-based streaming services are also being used as e-commerce tools, driven by the ability to offer exclusive content and upsell related merchandise and events.
Workshop question
If your brand were to venture into the entertainment space, how might you do so?
Trend signals
Trend signals for Expansive Over-the-Top
Trend score 4.0 out of 10, from popularity 66%, activity 45%, freshness 8%.
Popularity66%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Expansive Over-the-Top trend
4 featured examples from Apr 7, 2015 to Jun 3, 2016CategoryPop Culture
Chinese Streaming Services
'Tmall Box Office' Gives Viewers Access to Chinese and Foreign Content
The launch of Tmall Box Office and other Chinese streaming services represents a disruptive innovation opportunity in the video streaming industry by providing convenient and dive…
CategoryPop Culture
Regional Streaming Platforms
Disney and Alibaba Join Forces to Launch DisneyLife China
The entertainment industry can benefit from offering subscription streaming services with unique content to cater to the growing demand of digital content consumption.
CategoryTech
Digital Distribution Deals
Tencent and Warner Music Group Have Announced a Partnership
The partnership between Tencent and Warner Music Group presents an opportunity for disruptive innovation in the Internet services industry, as companies explore new ways to distri…
CategoryTech
Pro Wrestling Streaming Subscriptions
The WWE Network is an OTT Service for Fanatics
With the growing popularity of streaming services, there is a disruptive innovation opportunity for businesses to enter the entertainment streaming industry and offer unique conte…
