With the rising number of internet users worldwide, the demand for OTT content has risen substantially in the past few years. According to the International Telecommunication Union (ITU), the number of internet users accounted for over 16% of the global population in 2005 and has risen to over 40%, as of 2014. Due to rising advancement and penetration of smart mobile devices such as smartphones, tablets and consumer electronics such as smart televisions, the OTT market has flourished significantly in the recent years. With the further increase in internet users, the OTT market is set to only rise during the forecast period.
OTT refers to content (voice/video/other media) delivered to consumers over the internet. The most significant factor fueling the market growth is the convenience to the consumers offered by OTT content delivery service. Consumers can access the content anytime, anywhere as per their convenience through their mobile devices as well as desktops or smart televisions.
Improving internet infrastructure is another major factor bolstering market growth. Due to advancement in the smart mobile devices, the OTT content has become highly popular over the period of time. Thus, the OTT market is estimated to register strong growth worldwide during the forecast period. Nevertheless, increasing government regulations related to operating license may significantly hamper the market growth in the coming years.
The report offers strategic insights into the global OTT market along with the market size and estimates for the duration 2020 to 2030. The said research study covers in-depth analysis of multiple market segments based on content type, end-user types and cross-sectional study across different geographies and sub-geographical regions. The study covers the comparative analysis of different segments for the years 2020 & 2030. The report also provides a prolific view on market dynamics such as market drivers, restraints & opportunities, and section focusing on consumer behavior analysis.
In order to help strategic decision makers, the report also includes competitive profiling of the leading OTT service vendors, their SCOT (Strength, Challenges, Opportunities and Weaknesses) analysis, market positioning and key developments. Some of the major players profiled in the report are Apple, Inc., Netflix, Akamai Technologies, Inc., Microsoft Corporation, Google, Inc., Nimbuzz, Facebook, Inc., Yahoo, Inc. (Verizon Communications, Inc.) and Limelight Networks, Inc. among others. Other in-depth analysis provided in the report includes:
The overall OTT market is dominated by the mobile devices & desktops segment contributing to more than fifty percent of the total revenue generated worldwide. The segment growth is majorly governed by the high penetration of mobile devices such as smartphones, laptops, and tablets across the world. With the further advancement in mobile devices, the segment is estimated to retain its dominant position in the market throughout the forecast period.
Smart television and set-top boxes segment is projected to witness significant growth in the coming years. Similarly, gaming consoles segment too is estimated to register strong growth in the market during the forecast period. The growth of these segments is majorly attributed to increasing penetration of smart television and gaming consoles worldwide.
As of 2020, the overall OTT market is led by the commercial enterprises segment accounting for more than one-third of the global market revenue. The segment comprises media & entertainment, IT & telecommunication enterprises and retail among others. The segment growth is majorly backed by the media & entertainment segment, majorly due to prolonged adoption of OTT content service in the segment. The commercial enterprises segment is estimated to retain its dominant position in the market throughout the forecast period.
The residential segment is projected to witness the highest growth in the overall OTT market during the forecast period. The segment growth can be directly related to the number of internet users worldwide. Due to ongoing efforts by the market players towards enhancement of OTT content and service, many people are adopting OTT content for voice, video and other media. In addition, due to improving internet infrastructure coupled with the proliferation of smart mobile devices, the segment is predicted to register high growth during the forecast period.
North America, currently, account for the largest share, in terms of revenue and adoption, of the global OTT market. The region contributed to over 30% of the total revenue generated worldwide, as of 2020. The high revenue share of North America is due to high penetration of internet services across the U.S. and Canada. Consequently, the region is estimated to hold strong position in the market throughout the forecast period.
Asia Pacific is estimated to register the highest growth in the OTT market in the coming years. The market here is majorly driven by the large consumer base across India, China, Japan, South Korea and some of the Southeast Asia countries. Internet infrastructure in countries such as China and India is undergoing substantial transformation thereby supporting the OTT market growth. This may result in Asia Pacific surpassing the North America OTT market over the period of time.
The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
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OTT refers to content (voice/video/other media) delivered to consumers over the internet. The most significant factor fueling the market growth is the convenience to the consumers offered by OTT content delivery service. Consumers can access the content anytime, anywhere as per their convenience through their mobile devices as well as desktops or smart televisions.
Improving internet infrastructure is another major factor bolstering market growth. Due to advancement in the smart mobile devices, the OTT content has become highly popular over the period of time. Thus, the OTT market is estimated to register strong growth worldwide during the forecast period. Nevertheless, increasing government regulations related to operating license may significantly hamper the market growth in the coming years.
The report offers strategic insights into the global OTT market along with the market size and estimates for the duration 2020 to 2030. The said research study covers in-depth analysis of multiple market segments based on content type, end-user types and cross-sectional study across different geographies and sub-geographical regions. The study covers the comparative analysis of different segments for the years 2020 & 2030. The report also provides a prolific view on market dynamics such as market drivers, restraints & opportunities, and section focusing on consumer behavior analysis.
In order to help strategic decision makers, the report also includes competitive profiling of the leading OTT service vendors, their SCOT (Strength, Challenges, Opportunities and Weaknesses) analysis, market positioning and key developments. Some of the major players profiled in the report are Apple, Inc., Netflix, Akamai Technologies, Inc., Microsoft Corporation, Google, Inc., Nimbuzz, Facebook, Inc., Yahoo, Inc. (Verizon Communications, Inc.) and Limelight Networks, Inc. among others. Other in-depth analysis provided in the report includes:
- Current and future market trends to justify the forthcoming attractive markets within the OTT industry
- Market fuelers, market impediments, and their impact on the market growth
- In-depth competitive environment analysis
- Trailing 3-Year market size data (2020-2021)
- SRC (Segment-Region-Country) Analysis
The overall OTT market is dominated by the mobile devices & desktops segment contributing to more than fifty percent of the total revenue generated worldwide. The segment growth is majorly governed by the high penetration of mobile devices such as smartphones, laptops, and tablets across the world. With the further advancement in mobile devices, the segment is estimated to retain its dominant position in the market throughout the forecast period.
Smart television and set-top boxes segment is projected to witness significant growth in the coming years. Similarly, gaming consoles segment too is estimated to register strong growth in the market during the forecast period. The growth of these segments is majorly attributed to increasing penetration of smart television and gaming consoles worldwide.
As of 2020, the overall OTT market is led by the commercial enterprises segment accounting for more than one-third of the global market revenue. The segment comprises media & entertainment, IT & telecommunication enterprises and retail among others. The segment growth is majorly backed by the media & entertainment segment, majorly due to prolonged adoption of OTT content service in the segment. The commercial enterprises segment is estimated to retain its dominant position in the market throughout the forecast period.
The residential segment is projected to witness the highest growth in the overall OTT market during the forecast period. The segment growth can be directly related to the number of internet users worldwide. Due to ongoing efforts by the market players towards enhancement of OTT content and service, many people are adopting OTT content for voice, video and other media. In addition, due to improving internet infrastructure coupled with the proliferation of smart mobile devices, the segment is predicted to register high growth during the forecast period.
North America, currently, account for the largest share, in terms of revenue and adoption, of the global OTT market. The region contributed to over 30% of the total revenue generated worldwide, as of 2020. The high revenue share of North America is due to high penetration of internet services across the U.S. and Canada. Consequently, the region is estimated to hold strong position in the market throughout the forecast period.
Asia Pacific is estimated to register the highest growth in the OTT market in the coming years. The market here is majorly driven by the large consumer base across India, China, Japan, South Korea and some of the Southeast Asia countries. Internet infrastructure in countries such as China and India is undergoing substantial transformation thereby supporting the OTT market growth. This may result in Asia Pacific surpassing the North America OTT market over the period of time.
Historical & Forecast Period
This report represents analysis of each segment from 2020 to 2030 considering 2021 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2022 to 2030.The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
Research Methodology
The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. key data point that enables the estimation of Over-the-Top (OTT) market are as follows:- Research and development budgets of manufacturers and government spending.
- Revenues of key companies in the market segment.
- Number of end users and consumption volume, price and value.
- Geographical revenues generated by countries considered in the report.
- Micro and macro environment factors that are currently influencing the Over-the-Top (OTT) market and their expected impact during the forecast period.
- The market forecast was performed through proprietary software that analyzes various qualitative and quantitative factors. Growth rate and CAGR were estimated through intensive secondary and primary research. Data triangulation across various data points provides accuracy across various analyzed market segments in the report. Application of both top down and bottom-up approach for validation of market estimation assures logical, methodical and mathematical consistency of the quantitative data.
Market Segmentation
Content
- VoIP & Audio
- Text & Image
- Video
End-user
- Commercial Enterprises
- Residential
- Government & BFSI
- Healthcare
- Education
Platform
- Commercial Enterprises
- Smart Television & Set-top Boxes
- Gaming Consoles
Key questions answered in this report
- What are the key micro and macro environmental factors that are impacting the growth of Over-the-Top (OTT) market?
- What are the key investment pockets with respect to product segments and geographies currently and during the forecast period?
- Estimated forecast and market projections up to 2030.
- Which segment accounts for the fastest CAGR during the forecast period?
- Which market segment holds a larger market share and why?
- Are low and middle-income economies investing in the Over-the-Top (OTT) market?
- Which is the largest regional market for Over-the-Top (OTT) market?
- What are the market trends and dynamics in emerging markets such as Asia Pacific, Latin America, and Middle East & Africa?
- Which are the key trends driving Over-the-Top (OTT) market growth?
- Who are the key competitors and what are their key strategies to enhance their market presence in the Over-the-Top (OTT) market worldwide?
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Table of Contents
1. Preface1.1. Report Description
1.1.1. Purpose of the Report
1.1.2. Target Audience
1.1.3. Key Offerings
1.2. Market Segmentation
1.3. Research Methodology
1.3.1. Phase I - Secondary Research
1.3.2. Phase II - Primary Research
1.3.3. Phase III - Expert Panel Review
1.3.4. Assumptions
1.3.5. Approach Adopted
2. Executive Summary
2.1. Market Snapshot: Global Over-the-Top (OTT) Market
2.2. Global Over-the-Top (OTT) Market, by Content, 2021 (US$ Billion)
2.3. Global Over-the-Top (OTT) Market, by End-user, 2021 (US$ Billion)
2.4. Global Over-the-Top (OTT) Market, by Platform, 2021 (US$ Billion)
2.5. Global Over-the-Top (OTT) Market, by Geography, 2021 (US$ Billion)
2.6. Impact of COVID-19
2.7. Attractive Investment Proposition by Geography, 2021
2.8. Competitive Analysis
2.8.1. Market Positioning of Key Over-the-Top (OTT) Market Vendors
2.8.2. Strategies Adopted by Over-the-Top (OTT) Market Vendors
2.8.3. Key Industry Strategies
3. Over-the-Top (OTT) Market: Business Outlook & Market Dynamics
3.1. Introduction
3.2. Global Over-the-Top (OTT) Market Value, 2020-2030, (US$ Billion)
3.3. Market Dynamics
3.3.1. Market Drivers
3.3.2. Market Restraints
3.3.3. Key Challenges
3.3.4. Key Opportunities
3.4. Impact Analysis of Drivers and Restraints
3.5. See-Saw Analysis
3.6. Porter’s Five Force Model
3.6.1. Supplier Power
3.6.2. Buyer Power
3.6.3. Threat of Substitutes
3.6.4. Threat of New Entrants
3.6.5. Competitive Rivalry
3.7. PESTEL Analysis
3.7.1. Political Landscape
3.7.2. Economic Landscape
3.7.3. Technology Landscape
3.7.4. Legal Landscape
3.7.5. Social Landscape
4. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
4.1. Market Overview
4.2. Growth & Revenue Analysis: 2021 Versus 2030
4.3. Market Segmentation
4.3.1. VoIP & Audio
4.3.2. Text & Image
4.3.3. Video
5. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
5.1. Market Overview
5.2. Growth & Revenue Analysis: 2021 Versus 2030
5.3. Market Segmentation
5.3.1. Commercial Enterprises
5.3.2. Residential
5.3.3. Government & BFSI
5.3.4. Healthcare
5.3.5. Education
6. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
6.1. Market Overview
6.2. Growth & Revenue Analysis: 2021 Versus 2030
6.3. Market Segmentation
6.3.1. Commercial Enterprises
6.3.2. Smart Television & Set-top Boxes
6.3.3. Gaming Consoles
7. North America Over-the-Top (OTT) Market, 2020-2030, USD (Billion)
7.1. Market Overview
7.2. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
7.3. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
7.4. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
7.5. Over-the-Top (OTT) Market: by Region, 2020-2030, USD (Billion)
7.5.1. North America
7.5.1.1. U.S.
7.5.1.2. Canada
7.5.1.3. Rest of North America
8. UK and European Union Over-the-Top (OTT) Market, 2020-2030, USD (Billion)
8.1. Market Overview
8.2. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
8.3. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
8.4. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
8.5. Over-the-Top (OTT) Market: by Region, 2020-2030, USD (Billion)
8.5.1. UK and European Union
8.5.1.1. UK
8.5.1.2. Germany
8.5.1.3. Spain
8.5.1.4. Italy
8.5.1.5. France
8.5.1.6. Rest of Europe
9. Asia Pacific Over-the-Top (OTT) Market, 2020-2030, USD (Billion)
9.1. Market Overview
9.2. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
9.3. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
9.4. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
9.5. Over-the-Top (OTT) Market: by Region, 2020-2030, USD (Billion)
9.5.1. Asia Pacific
9.5.1.1. China
9.5.1.2. Japan
9.5.1.3. India
9.5.1.4. Australia
9.5.1.5. South Korea
9.5.1.6. Rest of Asia Pacific
10. Latin America Over-the-Top (OTT) Market, 2020-2030, USD (Billion)
10.1. Market Overview
10.2. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
10.3. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
10.4. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
10.5. Over-the-Top (OTT) Market: by Region, 2020-2030, USD (Billion)
10.5.1. Latin America
10.5.1.1. Brazil
10.5.1.2. Mexico
10.5.1.3. Rest of Latin America
11. Middle East and Africa Over-the-Top (OTT) Market, 2020-2030, USD (Billion)
11.1. Market Overview
11.2. Over-the-Top (OTT) Market: by Content, 2020-2030, USD (Billion)
11.3. Over-the-Top (OTT) Market: by End-user, 2020-2030, USD (Billion)
11.4. Over-the-Top (OTT) Market: by Platform, 2020-2030, USD (Billion)
11.5. Over-the-Top (OTT) Market: by Region, 2020-2030, USD (Billion)
11.5.1. Middle East and Africa
11.5.1.1. GCC
11.5.1.2. Africa
11.5.1.3. Rest of Middle East and Africa
12. Company Profiles
12.1. Apple, Inc.
12.1.1. Company Overview
12.1.2. Financial Performance
12.1.3. Product Portfolio
12.1.4. Strategic Initiatives
12.2. Netflix
12.2.1. Company Overview
12.2.2. Financial Performance
12.2.3. Product Portfolio
12.2.4. Strategic Initiatives
12.3. Microsoft Corporation
12.3.1. Company Overview
12.3.2. Financial Performance
12.3.3. Product Portfolio
12.3.4. Strategic Initiatives
12.4. Google, Inc.
12.4.1. Company Overview
12.4.2. Financial Performance
12.4.3. Product Portfolio
12.4.4. Strategic Initiatives
12.5. Facebook, Inc.
12.5.1. Company Overview
12.5.2. Financial Performance
12.5.3. Product Portfolio
12.5.4. Strategic Initiatives
12.6. Tencent Holdings Ltd.
12.6.1. Company Overview
12.6.2. Financial Performance
12.6.3. Product Portfolio
12.6.4. Strategic Initiatives
12.7. Nimbuzz
12.7.1. Company Overview
12.7.2. Financial Performance
12.7.3. Product Portfolio
12.7.4. Strategic Initiatives
12.8. Akamai Technologies, Inc.
12.8.1. Company Overview
12.8.2. Financial Performance
12.8.3. Product Portfolio
12.8.4. Strategic Initiatives
12.9. Yahoo, Inc. (Verizon Communications)
12.9.1. Company Overview
12.9.2. Financial Performance
12.9.3. Product Portfolio
12.9.4. Strategic Initiatives
12.10. Limelight Networks, Inc.
12.10.1. Company Overview
12.10.2. Financial Performance
12.10.3. Product Portfolio
12.10.4. Strategic InitiativesList of Figures
Figure 1. Global Over-the-Top (OTT) Market: Market Coverage
Figure 2. Research Methodology and Data Sources
Figure 3. Market Size Estimation - Top Down & Bottom-Up Approach
Figure 4. Global Over-the-Top (OTT) Market: Quality Assurance
Figure 5. Global Over-the-Top (OTT) Market, By Content, 2021
Figure 6. Global Over-the-Top (OTT) Market, By End-user, 2021
Figure 7. Global Over-the-Top (OTT) Market, By Platform, 2021
Figure 8. Global Over-the-Top (OTT) Market, By Geography, 2021
Figure 9. Global Over-the-Top (OTT) Market, By Content, 2021 vs 2030, %
Figure 10. Global Over-the-Top (OTT) Market, By End-user, 2021 vs 2030, %
Figure 11. Global Over-the-Top (OTT) Market, By Platform, 2021 vs 2030, %
Figure 12. U.S. Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 13. Canada Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 14. Rest of North America Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 15. UK Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 16. Germany Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 17. Spain Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 18. Italy Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 19. France Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 20. Rest of Europe Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 21. China Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 22. Japan Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 23. India Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 24. Australia Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 25. South Korea Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 26. Rest of Asia Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 27. Brazil Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 28. Mexico Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 29. Rest of Latin America Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 30. GCC Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 31. Africa Over-the-Top (OTT) Market (US$ Billion), 2020-2030
Figure 32. Rest of Middle East and Africa Over-the-Top (OTT) Market (US$ Billion), 2020-2030List of Tables
Table 1 Global Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 2 Global Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 3 Global Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Table 4 North America Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 5 North America Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 6 North America Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Table 7 UK and European Union Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 8 UK and European Union Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 9 UK and European Union Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Table 10 Asia Pacific Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 11 Asia Pacific Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 12 Asia Pacific Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Table 13 Latin America Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 14 Latin America Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 15 Latin America Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Table 16 Middle East and Africa Over-the-Top (OTT) Market by Content, 2020-2030, USD (Billion)
Table 17 Middle East and Africa Over-the-Top (OTT) Market by End-user, 2020-2030, USD (Billion)
Table 18 Middle East and Africa Over-the-Top (OTT) Market by Platform, 2020-2030, USD (Billion)
Companies Mentioned
- Apple Ltd.
- Netflix
- Microsoft Corporation
- Google Ltd.
- Facebook Ltd.
- Tencent Holdings Ltd.
- Nimbuzz
- Akamai Technologies Ltd.
- Yahoo Ltd. (Verizon Communications)
- Limelight Networks Ltd.
