CLSBE - Dissertações de Mestrado / Master Dissertations
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- Content on demand : the disruption of OTT platforms in portuguese media distributionPublication . Pereira, Tiago de Almeida Gonçalves; Pinho, André de AlmeidaThe aim of this study is to understand the OTT platforms’ business model and how it will change the Portuguese content distribution industry and its stakeholders in the following decade. By analyzing the existing OTT platforms, how they appeared and way and pace at which they developed, we measure the impact the OTT platforms have already created in the existing players. Furthermore, analyzing the industry’s current and past performance, its major players and customers, it’s possible to forecast the future impact of this potential industry disruptor. To understand the impact OTT platforms will have in content consumption it’s necessary to understand the ways they have already affected customer behavior, (rising customers’ demand for control of the way they view content being only one, but important consequence of the business model), which in turn will serve as a starting point of the study of the industry evolution. Through the analysis of surveys made to relevant customer segments and expert interviews, major industry influencers were identified (technology, content exclusivity and 1P versus 3P bundle price gap), and an analysis was made of the range of possibilities these influencers might react in the coming years to the disruption, resulting in three consolidated scenarios of the future of the content distribution industry were made, based on the aggregation of the most likely responses. Finally, a deeper analysis of each scenario was made, as well as an evaluation of the likelihood of occurrence.