A cross-country analysis of Over-the-Top video market growth: A panel data analysis

Employing fixed effects regression models, this study examines influential factors of OTT video market growth in 50 countries. The results suggest that Netflix market entry, OTT market concentration, traditional pay TV market size, mobile broadband infrastructure, and income contribute to the market growth of OTT video services. The country-level analysis also demonstrates that traditional pay TV subscription markets and OTT markets are growing together initially in many countries. However, the finding also reveals the negative association between OTT revenue growth rate and subscription revenue growth rate of traditional pay TV service, which implies that OTT video services can potentially substituting for traditional pay services such as cable TV and IPTV in the long-term.