ip video tech 360the value chain 2015 2017 module to workflow integration market.pdf

YRH: IP Video Tech 360: The Value Chain 2015 2017, Module to Workflow Integration Market Overview, Size, Share, Analysis, Technology Developments, Development Status, Trends, Structure, Production Value and Forecast Research Report Summary IP video tech foundational purchase and upgrade budgets allocated by global operators,

broadcasters/programmers (bridging linear and on-demand), OTT services, VOD services,

Live-to-VOD integrations, network DVR and the enterprise (on-premises and in the cloud) are

expected to surpass $18 billion in 2015.

On the sell-in side, the IP video tech industry is populated with mature technologies,

modules, content management services and workflow platforms that continually evolve

through organic R & D, acquisition and 3rd party integrations, and positioned to capture a

share of this expanding market.

IP video technology services, workflow, modules, integration consulting, systems integration,

adtech solutions (desktop, mobile and cross-channel) along with CDN providers grew their

businesses by 33.5% in 2014 and generated $13.1 billion (excluding Googles DoubleClick

cross-channel operations, Facebook, Twitter, Amazon Web Services/AWS and Conversant).

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Table of contents

SECTION ONE 1

IP VIDEO TECH 360 VALUE CHAIN 2015 2017: CDN, SOFTWARE, CROSS-CHANNEL ADTECH,

TRANSCODING AND PROCESSING: MODULES TO WORKFLOW REVENUE ANALYSIS 1

IP Video Tech Ecosystem-wide double-digit growth projected through 2017 1

IP VIDEO TECH 360 VALUE CHAIN 2006 - 2014: CDNs, DESKTOP/MOBILE ADTECH AND

PROGRAMMATIC SYSTEMS REVENUE 2

2014 IP Video Tech Revenue Share Breakout: CDNs owned a 35.5% stake in the business 5

IP VIDEO TECH VALUE CHAIN REVENUE SHARE 2006 - 2014: CDN, AD TECH SYSTEMS AND VIDEO

PLATFORMS 6

U.S./NORTH AMERICAN VIRTUAL VIDEO VALUE CHAIN: 2006 - 2017 9

The global IP Video Tech ecosystem grew by 44.1% in 2014, including operations from AWS,

iAd, Facebook, Twitter, Conversant and Google 13

The global IP Video Tech 360 Ecosystem grew by 42.5% in 2014; 33% forecast for 2015 17




GLOBAL IP VIDEO TECH VIDEO VALUE CHAIN: 2006 - 2017 18

The U.S. market was worth 54% of the global IP Video Tech market in 2014, forecast to ease

slightly to 52% by 2017 20

SECTION TWO 22

CDN OPERATIONS, PROVISIONING ROADMAP AND SELL-IN ANALYTICS 22

CDN Terminology / Definitions: 22

CDNs 2015 2017: IP VIDEO 360: AUDIENCE MIGRATION TESTS NETWORK AVAILABILITY,

SECURITY, QUALITY AND SCALE 29

AKAMAI GROSS MARGIN ANALYSIS: COGS 2007 - 2014 30

AKAMAI COGS ANALYSIS: 2007 - 2014 31

LIMELIGHT NETWORKS: COGS TREND 2006 - 2014 33

LIMELIGHT NETWORKS: COGS ANALYSIS 2008 - 2014 34

Selling In: what the market is buying, and why: 2015 36

MEDIA AND ENTERTAINMENT PERCENT CDN REVENUE: 2006 - 2014 37

CDN business operations, market dynamics, technology and account acquisition trends 2015 -

2017 39

Account Acquisition, new entrants and competitive forces 39

Retail and transit bandwidth pricing indicators: 2015 - 2017 39

Video formats and adoption trends 40




International markets, competition and account wins 40

The macro market: CDN MRR as calculated as topline revenue divided by total accounts

declined by .2% in 2014 41

CDN ANNUAL ACCOUNTS: 2005 - 2014/2015 41

CDN MONTHLY RECURRING REVENUE ANALYSIS: 2005 - 2014 42

MRR analyzed by individual CDN: Average MRR increased 12.3% in 2014 to $8,153 43

CDN MONTHLY RECURRING REVENUE ANALYSIS: 2005 - 2014 44

Akamai continues to lead the market in revenue share 45

CDN REVENUE AND MARKET SHARE: 2010 2014 47




CDN SHARE OF MARKET: 2010 - 2014 48

CAP Ex investment rose by 19.6% in 2014: Compute platforms continue to add heft 48

CDN CAPEX INVESTMENT: 2007 - 2014 49

CDNs CAPEX investment balanced against account additions 2006 - 2017 51

CAP EX ANALYSIS: SERVER DEPLOYMENTS AND ACCOUNT GROWTH: 2006 2014 51

The CDN sector grew by 36.9% in 2014, including AWS and international vendors with a U.S.

presence 53

CDN MARKET REVENUE ANALYSIS: 2003 - 2017 55

Media and Entertainment (audio/videoexcluding games) contract value delivers 36.6%

revenue share in 2014 58

MEDIA AND ENTERTAINMENT PERCENT CDN REVENUE: 2006 - 2014 58

Commercial market value in media and entertainment (IP Video and Audio) estimated at $3.9

billion in 2014 60

CDN BANDWIDTH SERVICES CATEGORY SHARE: 2014 61

CDN BANDWIDTH SERVICES CATEGORY SHARE: 2014 62

COMMERCIAL BANDWIDTH MARKET VALUE: MEDIA AND ENTERTAINMENT 2006 - 2014 64

Domestic and international CDNs with U.S. operations are forecast to reach $5.7 billion in 2015

revenue 66

GLOBAL CDN MARKET VALUE (Delivered by Domestic vs. International CDNs) 67

GLOBAL CDN MARKET VALUE (Delivered by Domestic and International CDNs) 2006 - 2017 69




CDN market expansion 2015 - 2017: the strongest account growth is taking place at lower MRR

bands of the market 70

CDN REVENUE AND ACCOUNT GROWTH RATES: 2006 - 2014 70

Retail bandwidth pricing has stabilized in the period 2013 - 2015 71

GIGABYTES TRANSFERRED AND Mbps RETAIL CONTRACT PRICING: 2006 - 2015 72

Mbps (rate/95/5) RETAIL CONTRACT PRICING: 2006 - 2015 73

Retail and transit pricing declines do not necessarily move in tandem 74

ANNUAL PRICING COMPARISON: RETAIL VERSUS TRANSIT 2006 - 2015 75

ANNUAL PRICING PERCENT CHANGE COMPARISON RETAIL VS. TRANSIT 2006 - 2013/2014 77




CDN PROVISIONING: REVENUE, ACCOUNT PERFORMANCE METRICS, INFRASTRUCTURE

ANALYSIS 2003 - 2017 (Part 1) 79

EXECUTIVE FORUM: Q & A BRIEFINGS WITH INDUSTRY LEADERS 85

ALCATEL-LUCENT 85

AKAMAI 88

CHINACACHE 92

CLOUDFLARE 96

KWICR 100

LEVEL 3 103

LIMELIGHT NETWORKS 107

MAXCDN 113

MIRROR IMAGE 117

SECTION THREE 121

IP VIDEO TECH 360 SOFTWARE PLATFORMS, MODULES, TRANSCODING, PLAYERS AND

WORKFLOW INTEGRATION 2015 - 2017 121

TERMS AND DEFINITIONS 121

IP VIDEO TECH 360 SOFTWARE SECTOR OVERVIEW: PLATFORMS, MODULES AND WORKFLOW:

THE MARKET DEMANDS CUSTOMIZED SOLUTIONS AT COMMERCIALIZED PRICES 127

The Big Picture: Selling IP Video Tech 360 solutions across account verticals, transforming the

video business across all channels and platforms 127




IP Video Tech 360: The viewing experience and status of video formats and media players 129

Must Have IP Video Tech: Transcoding and media processing demand seen across all

content/publishing/distribution verticals 130

IP Video Tech 360: Legacy business models ported to all devices, at all times 130

IP Video Tech Recommendation engines: Measuring ROI 131

Financial Fundamentals: Products, services and solution suite expansion and sell-in strategy

evolution provide the foundation for double-digit growth 131

IP VIDEO 360 TECH PLATFORMS, MODULES, WORKFLOW, PROCESSING: TOPLINE REVENUE

2007 - 2017 132




Workflow vendors capture the majority of IP Video Tech Spend 2007 2017 135

IP VIDEO 360 TECH PLATFORMS, TRANSCODING, DISCOVERY, PLAYERS AND SERVICES: MULTI-

SECTOR REVENUE HISTORY AND PROJECTIONS: 2007 - 2017 136

IP VIDEO 360 TECH PLATFORMS, TRANSCODING, DISCOVERY, PLAYERS AND SERVICES: MARKET

SHARE 2007 - 2017 137

IP Video Tech markets continue to consolidate, reorganize, expand geographically, ramp up R &

D, hire additional staff, plus attract venture capital and generate M & A 139

IP VIDEO 360 PLATFORMS, TECH SERVICES, PROCESSING, PLAYER AND INTEGRATED

WORKFLOW SYSTEMS: M & A EXIT VALUATIONS 2006 - 2015 140

CAGR by IP Video Tech vendor vertical through 2017 141

CAGR ANALYSIS BY SEGMENT: 2007 - 2017 141

IP VIDEO TECH 360 VENDOR ALIGNMENT, CORE COMPETENCIES, PRODUCT DIFFERENTIATION,

PRICING AND BUSINESS MODELS 2015 - 2017 143

IP VIDEO 360 TECH PLATFORM, PROCESSING, TRANSCODING, WORKFLOW: SERVICES, CORE

TECHNOLOGIES AND BUSINESS MODELS 2015 - 2017 143

IP VIDEO TECH 360: MAPPING ECOSYSTEM REVENUE 2007 - 2017 146

IP Video Tech vendor segment solutions alignment and revenue analysis 2007 2017 149

IP video tech 360 platform, service and workflow vendors: Price, positioning, product and

promotion 2015 - 2017 149




IP VIDEO TECH PLATFORMS, MODULES AND INTEGRATED WORKFLOW SOLUTIONS: SEGMENT

REVENUE ANALYSIS 2007 - 2017 151

IP VIDEO 360 TECH PLATFORMS (OTT/IPTV/VOD): INTEGRATED WORKFLOW REVENUE

TRAJECTORY 2007 - 2017 153

Enterprise-facing IP video tech solutions are steady performers: Product, price, position and

promotion 2015 2017 155

ENTERPRISE/B-TO-B IP VIDEO TECH PLATFORM/WORKFLOW SERVICES SPECIALISTS: SEGMENT

REVENUE 2007 - 2017 158

Encoding/Transcoding/Processing and CRM: Products, price, positioning and promotion 2015

2017 160

IP VIDEO 360 ENCODING, TRANSCODING, PROCESSING AND MEDIA OPTIMIZATION: SEGMENT




REVENUE PERFORMANCE 2007 - 2017 163

IP VIDEO TECH 360: ENCODING, TRANSCODING, PROCESSING AND MEDIA OPTIMIZATION

REVENUE 2007 - 2017 164

IP Video Tech: Discovery, social engagement, search, navigation, recommendation tools and

technology 165

IP VIDEO TECH 360: DISCOVERY, ENGAGEMENT, RECOMMENDATION SERVICES REVENUE 2007 -

2017 168

IP VIDEO TECH 360 DISCOVERY, RECOMMENDATION TOOLS AND SERVICES: 2007 - 2017 169

IP Video Tech 360: Media Players and Solutions 170

IP VIDEO TECH 360 MEDIA PLAYERS AND SERVICES: 2007 - 2017 173

IP VIDEO TECH 360 MEDIA PLAYERS, SOFTWARE SOLUTIONS AND SERVICES: 2007 - 2017 174

EXECUTIVE FORUM: SECTOR Q & As 175

ALLDIGITAL BREVITY 175

ANVATO 179

BEAMR 183

BITMOVIN 185

BRIGHTCOVE 188

CONVIVA 192




DACAST 197

DIGITALSMITHS 200

HAIVISION 203

INVODO 206

MODE MEDIA 209

OOYALA 211

PIKSEL 215

TELESTREAM 219

thePLATFORM 222

VANTRIX 226

SECTION FOUR 230




INTRODUCTION TO THE IP VIDEO ADTECH ECOSYSTEM 2015 - 2017 230

IP VIDEO ADTECH/ADVERTISING TERMINOLOGY AND DEFINITIONS 230

VENDORS ARE OPTIMIZING AGAINST AUDIENCES, SCREEN, DEVICE: IMPRESSION

TRANSPARENCY AND MONETIZING BEYOND THE LINEAR CLOCK 238

Inventory management, trafficking and media clearing ecosystem fundamentals: The Business

of IP Video 238

IP Video Adtech: A highly integrated ecosystem 241

The IP video adtech marketplace supports a wide array of impression formats and platform

solutions 242

The IP adtech sector has experienced a significant amount of M & A activity and market

consolidation; a trend expected to continue 244

DESKTOP/MOBILE VIDEO ADTECH PLATFORM M & A: PUBLIC AND PRIVATE TRADING/TAKE-OUT

MULTIPLES 2005 2015 245

IP VIDEO ADTECH MARKETPLACES AND PLATFORMS MANAGE $11.85 BILLION IN GLOBAL

SPEND IN 2014 248

GLOBAL IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY:

UNDUPLICATED SPEND ANALYSIS 2008 - 2014 249

DOMESTIC IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY:





The fluid state of video ad technology adoption: Make, buy, license or outsource 250

IP Video Adtech allocation of economic rents: Market position and revenue capture flow chart

250

Video spend economics and GRP economies: Screen depth creates more views, greater reach

and in-stream inventory 251

Predictive analytics, combined with data-enhanced audience/impression analytics provide

brand advertisers greater confidence, but the user experience remains uneven 251

IP video ad trafficking platforms engaged, and continue to engage with the highest level of

spend over a 7-year period (2008 2014) 253




DOMESTIC IP VIDEO ADTECH CAGR: 2008 - 2014 255

VIDEO ADTECH VENDOR CATEGORY AND SPEND SHARE: 2008 - 2014 257

Automated trading: The state of programmatic IP video ad clearing 2015 258

Site serving is a large part of the IP video monetization marketplace, though 3rd party

trafficking is increasing 259

IP-based authenticated sign-in is here, though currently a makeshift reality 260

IP Video CPMs: Pricing consistency prevails on a per unit basis, though campaign variability

exists as the demand side angles for lower blended CPMs 261

Business operations and topline revenue recognition; Calculation of unduplicated IP video ad

spend and post publisher payout net revenue 261

IP video adtech systems enable $11.8 billion in global spend 262

GLOBAL VIDEO ADTECH MEDIA SPEND 2008 2017 263

GLOBAL IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY SECTOR: UNDUPLICATED

SPEND ANALYSIS 2008 - 2017 264

DOMESTIC/U.S. IP VIDEO ADTECH ECOSYSTEM MEDIA SPEND TOTALS BY VENDOR CATEGORY:


Video Inventory/Spend by adtech vendor category inventory and spend growth differential

analysis 269

SSPs: 269




GLOBAL VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 269

DOMESTIC VIDEO SSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 271

DSPs: 272

GLOBAL VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 272

DOMESTIC VIDEO DSPs 2008 - 2014: INVENTORY AND MEDIA SPEND GROWTH 274

IP Video Ad Trafficking: 275

GLOBAL VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND

GROWTH 275

DOMESTIC VIDEO ADTECH AD TRAFFICKING 2008 - 2014: INVENTORY AND MEDIA SPEND

GROWTH 277




Ad Networks, Audience, Management, Marketplace and Marketing Platforms 278

GLOBAL VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014:

INVENTORY AND MEDIA SPEND GROWTH 278

DOMESTIC VIDEO CROSS DEVICE AD NETWORKS AND MANAGEMENT PLATFORMS 2008 - 2014:

INVENTORY AND MEDIA SPEND GROWTH 280

IP Video Adtech Marketplace Alignment: Elaborate layers of integrated and one-stop solutions

281

THE IP VIDEO ADTECH ECOSYSTEM ALIGNMENT: MARKET POSITIONS AND INVENTORY

MANAGEMENT SPECIALIZATION 2015 - 2017 281

LEGEND/NOTES: VIDEO ADTECH VENDOR POSITIONING AND BUSINESS EVOLUTION 2007 - 2015

284

IP VIDEO AD SERVING, DYNAMIC AD INSERTION/NON-LINEAR/LINEAR: BUSINESS MODELS 2015

286

IP VIDEO AUDIENCE NETWORKS, MARKETING PLATFORMS, CAMPAIGN MANAGEMENT

TECHNOLOGIES, ANALYTICS AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 287

DSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 288

SSPs AND PROGRAMMATIC SYSTEMS: BUSINESS MODELS 2015 288

IP Video Adtech: Device Inventory Share, Global Reach, Domestic and International Operations

by Solution/Vendor-2015 289




IP VIDEO ADTECH ECOSYSTEM: GLOBAL AUDIENCE AND DEVICE REACH 2015 289

IP Video Adtech Net Revenue by Vendor Category; Marginal Performance Analysis: 2008 2017

291

Gross Margin or Equivalent Billing Against Spend 291

Trafficking 291

IP VIDEO AD TRAFFICKING: MARGINAL PERFORMANCE ANALYSIS 2008 - 2017 291

IP VIDEO AD SERVING NON-LINEAR/LINEAR: PLATFORM REVENUE 2008 - 2017 293

Networks and Marketing Platform Marginal Performance 294

CROSS DEVICE IP VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM

REVENUE 2008 - 2017 294

CROSS DEVICE IP VIDEO ADTECH, AUDIENCE NETWORKS/MARKETING PLATFORMS 2015 296

Analysis Includes DoubleClick and Conversant 2007 2017 297




CROSS DEVICE IP VIDEO AD NETWORKS AND MARKETING PLATFORMS: NET PLATFORM

REVENUE 2007 - 2017 297

CROSS DEVICE IP VIDEO ADTECH NETWORKS/MARKETING PLATFORMS 2007 - 2017 298

DSP Marginal Performance Analyzed Against Associated Media Spend 299

IP VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 299

IP VIDEO DSPs AND PROGRAMMATIC SYSTEMS PLATFORM REVENUE: 2008 - 2017 301

SSP Marginal Performance Analyzed Against Associated Media Spend 302

IP VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 302

IP VIDEO SSPs AND PROGRAMMATIC SYSTEMS: PLATFORM REVENUE 2008 - 2017 304

EXECUTIVE FORUM: Q & A BRIEFINGS WITH INDUSTRY LEADERS 305

ADOBE PRIMETIME 305

ALTITUDE IP 308

BLACKARROW 311

BLINKX 315

CANOE 319

CINEMA6 323

CONVERSANT MEDIA 326




FREEWHEEL 330

JUN GROUP 334

ROCKET FUEL 339

SIZMEK 343

SUNDAYSKY 347

TEADS 352

TREMOR VIDEO 355

VIDEOLOGY 360

VIDEOPLAZA 364

VIDIBLE.TV (a unit of AOL) 366




VISIBLE WORLD 368

YUME INC. 373

SECTION FIVE 378

THE MOBILE MEDIA MARKETPLACE IS GLOBAL, PERSONAL AND POWERFUL 378

MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS 378

MAPPING MEDIA SPEND THROUGH THE MOBILE ADTECH ECOSYSTEM: HOW THE INDUSTRY

ALLOCATES REVENUES AND PAYMENTS 382

BUSINESS MODEL VIABILITY: VENDOR VERTICAL ALIGNMENT, PARTICIPATION SHARE, SERVICES

RENDERED AND GETTING PAID 2015 - 2017 382

Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable

market position 2015 - 2017 382

PROFITING FROM VOLATILITY: THE MARKETPLACE IS FORECAST TO PAY $14 BILLION IN 2015

TOPLINE 382

MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017

384

HOW THE MOBILE ADTECH ECOSYSTEM CURRENTLY ALLOCATES REVENUE BY VENDOR

CATEGORY THROUGH 2017 386




MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017 387

FACEBOOK AND TWITTER OWNED 61% OF TOTAL PLATFORM REVENUE IN 2014; INCREASING

SHARE IN 2015 390


394

EXCLUDING FACEBOOK AND TWITTER, DSPs ARE FORECAST TO EARN 15.5% OF ECOSYSTEM

REVENUE BY 2017 396


397

THE BUSINESS MODELS: PARTICIPATION PERCENTAGES FOR MOBILE ADTECH SOLUTIONS

INCLUDE AD TRAFFICKING, IMPRESSION CLEARING, ANALYTICS, DATA, MEDIA REPRESENTATION




REVENUE SHARE 398

Mobile adtech business models can be structured in multiple modes utilizing well-established

billing norms 398

MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE:

2014/2015 399

AUDIENCE SEGMENTATION, PROFILING, AND DEMOGRAPHIC TARGETING IS A FUNCTION OF

REACH 402

MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015 402

DUPLICATED AND NON-DUPLICATED INVENTORY ANALYSIS 2009 2014: CUTTING THROUGH

THE IMPRESSION CLUTTER 405

MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 -

2014/2015 406

MOBILE ADTECH: BEYOND TALKING POINTS AND ECHO CHAMBER CHATTER, HERES HOW THE

BUSINESS REALLY WORKS 408

CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014 409

MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND

2009 - 2014 412

EXECUTIVE FORUM: SECTOR Q & As 413




AMOBEE 413

BLINKX 416

BUZZCITY 420

CONVERSANT MEDIA 425

ENGAGECLICK 429

LOTAME 432

MADHOUSE 435

NEXAGE 439

OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software) 443




QUALIA MEDIA 447

RHYTHMONE 450

SMAATO 455

TAPJOY 459

THINKNEAR (a unit of Telenav) 462

TREMOR VIDEO 465

VERVE MOBILE 470




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