Is OTT Disrupting Television? - A case study on OTT's impact on the Swedish Television value chain
Abstract: This thesis uses value chain analysis to investigate the recent OTT (over-the-top) developments' influences, consequences and strategic implications on the Swedish television value chain. The purpose of this study is to provide a better understanding of the recent OTT developments in the Swedish television industry, and thereby give industry actors (primarily broadcasters) a "road map" to support strategic choices for future investments. A case study research design is used and empirical data was collected from interviews with employees of Sweden's largest commercial TV company TV4-Gruppen. Several influences, consequences and strategic implications for members of the entire television value chain are found and analyzed using theories from three areas: value chains, disruptive innovation and strategy, and IT impact on strategy. The main conclusions are focus around that the OTT development is substantially different to other historical technological advancements in the television industry, in that it is separated from traditional distribution infrastructure. It thus has a direct impact on the structure of, and power in the television value chain, as it opens up for disruptive innovation in some parts of it.
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