TV consumption continues to move from scheduled TV broadcasts to on-demand video streamed over the internet. The two main types of video streaming services are over-the-top (OTT) TV and internet protocol TV (IPTV). The former runs on top of a public internet connection, while the latter refers to video streamed over a private, dedicated network, typically owned by a telecom operator. Collectively, we refer to OTT TV and IPTV as internet TV. In 2019, there were 921 million subscribers to traditional pay TV services (cable TV and satellite TV) worldwide, down 1% from the previous year. By contrast, the number of OTT TV subscribers rose 44% to 839 million, and a further 335 million people had IPTV subscriptions. Since March 2020, as the Covid-19 pandemic has forced more consumers to stay at home, demand for internet TV services, which are cheaper and more flexible than traditional pay TV bundles, has surged. We expect OTT TV subscriptions to grow at a compound annual growth rate (CAGR) of 12% over the next three years, while cable and satellite TV subscriptions will fall at a CAGR of 1% over the same time period. 

However, not all companies are equal when it comes to their capabilities and investments in the key themes that matter most to their industry. Understanding how companies are positioned and ranked in the most important themes can be a key leading indicator of their future earnings potential and relative competitive position.  

According to GlobalData’s thematic research report Cloud Computing, leading adopters include: Accenture, Capgemini, Infosys, IBM, Tata Consultancy Services, NTT Data, Cognizant, HCL Technologies, HPE, Tech Mahindra and Concentrix. 

Insights from top ranked companies 

IBM 

IBM Cloud is a leader within the cloud space through its hybrid cloud services and enterprise strengths, shored up through its acquisition of Red Hat’s OpenShift and Enterprise Linux technologies. It represents a safe bet for enterprise customers that have set their sights on advanced technologies, including AI, IoT, and blockchain. IBM has developed a clear advantage over rival public cloud providers by optimising OpenShift for IBM Cloud, cashing in on Red Hat’s early commitment to OSS and early lead in the hybrid cloud platform market, but low-priced popular cloud providers like Google and AWS, which have evolved their PaaS technologies through acquisitions and partnerships, represent a significant threat. 

HPE 

HPE targets emerging hybrid cloud opportunities with several solutions and initiatives, including its own Microsoft Azure Stack distribution and Composable Cloud offering, a software-defined cloud stack that aims to provide customers with a flexible and dynamic way of deploying compute, storage, and networking resources across public cloud, private cloud, and traditional on-premises infrastructure. Also, HPE and Google have a global partnership to deliver hybrid cloud solutions based on Google’s Anthos platform and HPE infrastructure. However, compared with infrastructure rivals Cisco and VMware, HPE has been slow to market with a hybrid cloud offering based on a global partnership with a major public cloud. HPE’s fast-changing hybrid cloud strategy requires careful articulation to new and existing customers if it is to achieve its full potential. 

To further understand the key themes and technologies disrupting the technology industry, access GlobalData’s latest thematic research report on Cloud Computing.

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