MOUNTAIN VIEW, Calif., March 26, 2013 /PRNewswire/ -- Over-the-top (OTT) video applications are expected to generate more than half of all Internet protocol (IP) traffic globally by 2020. To manage and optimize this traffic, network operators have to deploy end-to-end OTT video test and monitoring solutions that can measure the performance metrics of the network. Participants that are currently active in traditional video testing and IP video testing markets are expected to benefit the most in the next five years from this rising trend.
New analysis from Frost & Sullivan ( http://www.testandmeasurement.frost.com), Global Over-the-top Video Test and Monitoring Market, finds that the market earned revenue of $27.7 million in 2011 and estimates this to reach $58.7 million in 2018.
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Going forward, quality assurance will play an important role in the adoption of OTT applications. It is critical to measure the quality of experience (QoE) of the network under realistic conditions to determine the pressure points and impact of possible failure."Service providers are constantly looking to partner with test solution vendors that offer monitoring solutions in order to provide a network-centric view for analysis and locate errors," said Frost & Sullivan Measurement & Instrumentation Senior Research Analyst Srihari Padmanabhan. "It is expected that the service providers that deploy monitoring solutions measuring the QoE level and analyze subscriber activity will be in a better position to monetize their offering and increase customer loyalty." While most OTT services are available free of cost, there are opportunities for new business models that provide 'premium services' with better QoE. As new business models evolve around OTT content, service providers will increasingly invest in actively tracking user behavior for analytics and optimizing purposes.