Over-the-Top (OTT) Market

Over-the-Top (OTT) Market by Device Types (Smartphones, Smart TVs, Laptops, Tablets, Gaming Consoles, and Set-top Boxes), Content Types (Audio, Video, Communication, Games, and Others), Revenue Sources (Advertisements, Subscriptions, Transactional, Hybrid, and Others), User Types (Personal and Commercial), End-Users (Media & Entertainment, E-Commerce, Education, Health & Fitness, and IT & Telecom), and Regions (Asia Pacific, North America, Latin America, Europe and Middle East & Africa) - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast 2021 – 2028

  • Report ID: ICT-SE-4355
  • Author: Growth Market Reports
  • Rating: 4.9
  • Total Reviews: 1
  • No. Of Pages: 220
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The global over-the-top market size was valued at around USD 101 billion in 2020 and is estimated to reach more than USD 223 billion by 2028, expanding at a CAGR of around 14% during the forecast period, 2021 – 2028. The growth of the market is attributed to the COVID-19 situation as audience consumed more creative content at home via over-the-top platforms and smart devices during the pandemic.

Over-the-Top (OTT) Market Key Takeaways

Over-the-Top (OTT) is defined as a streaming service that delivers content such as music, video, podcasts, and others over the internet directly to consumers. It bypasses broadcast, cable, and satellite television platforms, who traditionally control and distribute content. OTT platforms are gaining popularity over the years due to their easy availability and accessibility. Several companies are entering the OTT space that provides wide variety of content to consumers and increases quantities of advertisements inventory for marketers.

Growing shift of consumers from traditional broadcast, cable, or satellite platforms to OTT streaming platforms is expected to boost the market during the forecast period. The Walt Disney Company reached 10 million subscribers upon their OTT service launch in the United States. Netflix OTT platform has around 70 million subscribers in the US. OnePlus, a China-based consumer electronics company, launched OnePlus TV in the smart TV market of India. The device provides interconnectivity with smartphone and home networks and integration of several OTT platforms such Eros, Zee5, YouTube, and others on its dashboard.

Market Trends, Drivers, Restraints, and Opportunities

  • Availability of smart devices such as smartphones and tablets where OTT platforms are accessible drives the market.
  • Accessibility of high-speed internet boosts the market.
  • Increasing variety of creative content such as videos, music, podcasts, and others available on OTT platforms is expected to drive the market during the forecast period.
  • Rising demand for customizable content offered by OTT platforms leads the market.
  • Unavailability of high-speed internet, which is a requirement to watch OTT content seamlessly, in remote areas of developing countries can hinder the growth of the global OTT market.
  • Increasing demand for smart TVs is expected to provide lucrative opportunities advertisers and content creators, which will drive the market during the forecast period.

Scope of the Report

The report on the global over-the-top (OTT) market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.

Attributes

Details

Report Title

Over-the-Top (OTT) Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast

Base Year

2020

Historic Data

2018–2019

Forecast Period

2021–2028

Segmentation

Device Types (Smartphones, Smart TVs, Laptops, Tablets, Gaming Consoles, and Set-top Boxes), Content Types (Audio, Video, Communication, Games, and Others), Revenue Sources (Advertisements, Subscriptions, Transactional, Hybrid, and Others), User Types (Personal and Commercial), End-Users (Media & Entertainment, E-Commerce, Education, Health & Fitness, and IT & Telecom)

Regional Scope

Asia Pacific, North America, Latin America, Europe, and Middle East & Africa

Report Coverage

Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast

Key Players Covered in the Report

Amazon.com Inc.; Netflix Inc.; The Walt Disney Company; YouTube; Google, LLC; Roku Inc.; Apple Inc.; Hulu, LLC; Rakuten, Inc.; Microsoft Corporation; Facebook, Inc.; Sling TV; and Others

Market Segment Insights

Smartphones dominate over-the-top market

On the basis of device types, the market is divided into smartphones, smart TVs, laptops, tablets, gaming consoles, and set-top boxes. The smartphone segment is expected to drive the market during the forecast period due to increasing adoption of smartphones to stream OTT content. Growth in potential large-screen smartphones market and increasing demand for affordable android-based smartphones are expected to boost the global OTT market.

Over-the-Top (OTT) Market By Device Types

Video segment is expected to grow at a rapid pace

Based on content types, the market is segmented into audio, video, communication, games, and others. The video segment is expected to grow at a rapid pace during the forecast period. Availability of surplus video content across numerous easily accessible OTT platform and devices drive the market.

Rising demand of subscription-based revenue source offers growth opportunities to the market

On the basis of revenue sources, the market is segregated into advertisements, subscriptions, transactional, hybrid, and others. The subscription segment is expected to hold a large market share during the forecast period. Subscriptions provide service providers a direct line of revenue from consumers without any help from advertisements as secondary revenue source. Subscription pricing are customizable according to needs of consumers, making the subscription-based revenue a preferred option among providers and consumers alike.

Increasing numbers of personal users of OTT services drive the market

Based on user types, the market is bifurcated into personal and commercial. The personal user segment is forecasted to drive the market. Growing use of smartphones and tablets and easily accessible internet increases views of OTT services for personal entertainment and knowledge, which boosts the market.

Media and Entertainment industry dominated the market

Based on end-users, the market is divided into media & entertainment, e-commerce, education, health & fitness, and IT & telecom. The media & entertainment segment is expected to grow at a significant pace due to rising number of digital video consumers. The IT and telecom industry is anticipated to boost the global OTT market due to surging demand for OTT services for video-calling, voice-calling, and other communication services.

Over-the-Top (OTT) Market By End users

North America dominates the global OTT market

On the basis of regions, the market is segmented into Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. North America is expected to hold a large market size during the forecast period. Countries like the United States and Canada have well established economies, which enable investments in new technologies and advanced IT infrastructure for growing data traffic.

Segments

The global over-the-top (OTT) market has been segmented on the basis of

Device Types
  • Smartphones
  • Smart TVs
  • Laptops
  • Tablets
  • Gaming Consoles
  • Set-top Boxes
Content Types
  • Audio
  • Video
  • Communication
  • Games
  • Others
Revenue Sources
  • Advertisements
  • Subscriptions
  • Transactional
  • Hybrid
  • Others
User Types
  • Personal
  • Commercial
End-Users
  • Media and Entertainment
  • E-Commerce
  • Education and Training
  • Health and Fitness
  • IT and Telecom
Regions
  • Asia Pacific
  • North America
  • Latin America
  • Europe
  • Middle East & Africa
Key Players
  • Amazon.com Inc.
  • Netflix Inc.
  • The Walt Disney Company
  • YouTube
  • Google, LLC
  • Roku Inc.
  • Apple Inc.
  • Hulu, LLC
  • Rakuten, Inc.
  • Microsoft Corporation
  • Facebook, Inc.
  • Sling TV
  • Others

Competitive Landscape

The global OTT market is highly competitive with key players adopting strategies like mergers, acquisitions, collaborations, partnerships, and product launches to strengthen their hold on the market. The kay players are Amazon.com Inc.; Netflix Inc.; The Walt Disney Company; YouTube; Google, LLC; Roku Inc.; Apple Inc.; Hulu, LLC; Rakuten, Inc.; Microsoft Corporation; Facebook, Inc.; Sling TV; and Others.

In October 2020, Netflix, Inc. entered into a partnership with Microsoft Corporation to help coders learn data science and Artificial Intelligence (AI). Microsoft Corporation launched a global skill initiative inspired by a new Netflix original animated movie, Over the Moon (2020). In 2022, the Ministry of Information and Broadcasting in India is expected to enter into a collaboration with Netflix, Inc. to develop creative ecosystem of India by organizing training programs for visual effects (VFX), animation, music production, and post-production.

Over-the-Top (OTT) Market By Key Players

1. Executive Summary
2. Assumptions and Acronyms Used
3. Research Methodology
4. Over-the-Top (OTT) Market Overview
  4.1. Introduction
     4.1.1. Market Taxonomy
     4.1.2. Market Definition
  4.2. Macro-Economic Factors
     4.2.1. Industry Outlook
  4.3. Over-the-Top (OTT) Market Dynamics
     4.3.1. Market Drivers
     4.3.2. Market Restraints
     4.3.3. Opportunity
     4.3.4. Market Trends
  4.4. Over-the-Top (OTT) Market - Supply Chain
  4.5. Global Over-the-Top (OTT) Market Forecast
     4.5.1. Over-the-Top (OTT) Market Size (US$ Mn) and Y-o-Y Growth
     4.5.2. Over-the-Top (OTT) Market Size (000’ Units) and Y-o-Y Growth
     4.5.3. Over-the-Top (OTT) Market Absolute $ Opportunity
5. Global Over-the-Top (OTT) Market Analysis and Forecast by End Users
  5.1. Market Trends
  5.2. Introduction
     5.2.1. Basis Point Share (BPS) Analysis by End Users
     5.2.2. Y-o-Y Growth Projections by End Users
  5.3. Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     5.3.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  5.4. Absolute $ Opportunity Assessment by End Users
  5.5. Market Attractiveness/Growth Potential Analysis by End Users
6. Global Over-the-Top (OTT) Market Analysis and Forecast by Region
  6.1. Market Trends
  6.2. Introduction
     6.2.1. Basis Point Share (BPS) Analysis by Region
     6.2.2. Y-o-Y Growth Projections by Region
  6.3. Over-the-Top (OTT) Market Size and Volume Forecast by Region
     6.3.1. North America
     6.3.2. Latin America
     6.3.3. Europe
     6.3.4. Asia Pacific
     6.3.5. Middle East and Africa (MEA)
  6.4. Absolute $ Opportunity Assessment by Region
  6.5. Market Attractiveness/Growth Potential Analysis by Region
  6.6. Global Over-the-Top (OTT) Demand Share Forecast, 2019-2026
7. North America Over-the-Top (OTT) Market Analysis and Forecast
  7.1. Introduction
     7.1.1. Basis Point Share (BPS) Analysis by Country
     7.1.2. Y-o-Y Growth Projections by Country
  7.2. North America Over-the-Top (OTT) Market Size and Volume Forecast by Country
     7.2.1. U.S.
     7.2.2. Canada
  7.3. Absolute $ Opportunity Assessment by Country
  7.4. North America Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     7.4.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  7.5. Basis Point Share (BPS) Analysis by End Users
  7.6. Y-o-Y Growth Projections by End Users
  7.7. Market Attractiveness/Growth Potential Analysis
     7.7.1. By Country
     7.7.2. By Product Type
     7.7.3. By Application
  7.8. North America Over-the-Top (OTT) Demand Share Forecast, 2019-2026
8. Latin America Over-the-Top (OTT) Market Analysis and Forecast
  8.1. Introduction
     8.1.1. Basis Point Share (BPS) Analysis by Country
     8.1.2. Y-o-Y Growth Projections by Country
     8.1.3. Latin America Average Pricing Analysis
  8.2. Latin America Over-the-Top (OTT) Market Size and Volume Forecast by Country
      8.2.1. Brazil
      8.2.2. Mexico
      8.2.3. Rest of Latin America
   8.3. Absolute $ Opportunity Assessment by Country
  8.4. Latin America Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     8.4.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  8.5. Basis Point Share (BPS) Analysis by End Users
  8.6. Y-o-Y Growth Projections by End Users
  8.7. Market Attractiveness/Growth Potential Analysis
     8.7.1. By Country
     8.7.2. By Product Type
     8.7.3. By Application
  8.8. Latin America Over-the-Top (OTT) Demand Share Forecast, 2019-2026
9. Europe Over-the-Top (OTT) Market Analysis and Forecast
  9.1. Introduction
     9.1.1. Basis Point Share (BPS) Analysis by Country
     9.1.2. Y-o-Y Growth Projections by Country
     9.1.3. Europe Average Pricing Analysis
  9.2. Europe Over-the-Top (OTT) Market Size and Volume Forecast by Country
     9.2.1. Germany
     9.2.2. France
     9.2.3. Italy
     9.2.4. U.K.
     9.2.5. Spain
     9.2.6. Russia
     9.2.7. Rest of Europe
  9.3. Absolute $ Opportunity Assessment by Country
  9.4. Europe Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     9.4.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  9.5. Basis Point Share (BPS) Analysis by End Users
  9.6. Y-o-Y Growth Projections by End Users
  9.7. Market Attractiveness/Growth Potential Analysis
     9.7.1. By Country
     9.7.2. By Product Type
     9.7.3. By Application
  9.8. Europe Over-the-Top (OTT) Demand Share Forecast, 2019-2026
10. Asia Pacific Over-the-Top (OTT) Market Analysis and Forecast
  10.1. Introduction
     10.1.1. Basis Point Share (BPS) Analysis by Country
     10.1.2. Y-o-Y Growth Projections by Country
     10.1.3. Asia Pacific Average Pricing Analysis
  10.2. Asia Pacific Over-the-Top (OTT) Market Size and Volume Forecast by Country
     10.2.1. China
     10.2.2. Japan
     10.2.3. South Korea
     10.2.4. India
     10.2.5. Australia
     10.2.6. Rest of Asia Pacific (APAC)
  10.3. Absolute $ Opportunity Assessment by Country
  10.4. Asia Pacific Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     10.4.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  10.5. Basis Point Share (BPS) Analysis by End Users
  10.6. Y-o-Y Growth Projections by End Users
  10.7. Market Attractiveness/Growth Potential Analysis
     10.7.1. By Country
     10.7.2. By Product Type
     10.7.3. By Application
  10.8. Asia Pacific Over-the-Top (OTT) Demand Share Forecast, 2019-2026
11. Middle East & Africa Over-the-Top (OTT) Market Analysis and Forecast
  11.1. Introduction
     11.1.1. Basis Point Share (BPS) Analysis by Country
     11.1.2. Y-o-Y Growth Projections by Country
     11.1.3. Middle East & Africa Average Pricing Analysis
  11.2. Middle East & Africa Over-the-Top (OTT) Market Size and Volume Forecast by Country
     11.2.1. Saudi Arabia
     11.2.2. South Africa
     11.2.3. UAE
     11.2.4. Rest of Middle East & Africa (MEA)
  11.3. Absolute $ Opportunity Assessment by Country
  11.4. Middle East & Africa Over-the-Top (OTT) Market Size and Volume Forecast by End Users
     11.4.1. Media and Entertainment E-Commerce Education and Training Health and Fitness IT and Telecom
  11.5. Basis Point Share (BPS) Analysis by End Users
  11.6. Y-o-Y Growth Projections by End Users
  11.7. Market Attractiveness/Growth Potential Analysis
     11.7.1. By Country
     11.7.2. By Product Type
     11.7.3. By Application
  11.8. Middle East & Africa Over-the-Top (OTT) Demand Share Forecast, 2019-2026
12. Competition Landscape
  12.1. Global Over-the-Top (OTT) Market: Market Share Analysis
  12.2. Over-the-Top (OTT) Distributors and Customers
  12.3. Over-the-Top (OTT) Market: Competitive Dashboard
  12.4. Company Profiles (Details: Overview, Financials, Developments, Strategy)
     12.4.1. Amazon.com Inc. Netflix Inc. The Walt Disney Company YouTube Google, LLC Roku Inc.
The global over-the-top (OTT) market has been segmented on the basis of

Device Types
  • Smartphones
  • Smart TVs
  • Laptops
  • Tablets
  • Gaming Consoles
  • Set-top Boxes
Content Types
  • Audio
  • Video
  • Communication
  • Games
  • Others
Revenue Sources
  • Advertisements
  • Subscriptions
  • Transactional
  • Hybrid
  • Others
User Types
  • Personal
  • Commercial
End-Users
  • Media and Entertainment
  • E-Commerce
  • Education and Training
  • Health and Fitness
  • IT and Telecom
Regions
  • Asia Pacific
  • North America
  • Latin America
  • Europe
  • Middle East & Africa
Key Players
  • Amazon.com Inc.
  • Netflix Inc.
  • The Walt Disney Company
  • YouTube
  • Google, LLC
  • Roku Inc.
  • Apple Inc.
  • Hulu, LLC
  • Rakuten, Inc.
  • Microsoft Corporation
  • Facebook, Inc.
  • Sling TV
  • Others

The global OTT market is highly competitive with key players adopting strategies like mergers, acquisitions, collaborations, partnerships, and product launches to strengthen their hold on the market. The kay players are Amazon.com Inc.; Netflix Inc.; The Walt Disney Company; YouTube; Google, LLC; Roku Inc.; Apple Inc.; Hulu, LLC; Rakuten, Inc.; Microsoft Corporation; Facebook, Inc.; Sling TV; and Others.

In October 2020, Netflix, Inc. entered into a partnership with Microsoft Corporation to help coders learn data science and Artificial Intelligence (AI). Microsoft Corporation launched a global skill initiative inspired by a new Netflix original animated movie, Over the Moon (2020). In 2022, the Ministry of Information and Broadcasting in India is expected to enter into a collaboration with Netflix, Inc. to develop creative ecosystem of India by organizing training programs for visual effects (VFX), animation, music production, and post-production.

Over-the-Top (OTT) Market By Key Players

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