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Global Over The Top (OTT) Market Report and Forecast 2023-2028

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    Report

  • 190 Pages
  • October 2023
  • Region: Global
  • Expert Market Research
  • ID: 5898066
According to the report, the global over the top (OTT) market reached a value of USD 108.45 billion in 2022. Aided by the increasing internet penetration, rapid adoption of smart devices, and the growing consumer demand for convenient, on-demand content, the market is projected to further grow at a CAGR of 15% between 2023 and 2028 to reach a value of USD 251.28 billion by 2028.

OTT services deliver film and television content via the internet, without requiring users to subscribe to a traditional cable or satellite service. This has made OTT platforms such as Netflix, Amazon Prime Video, and Hulu household names, offering extensive libraries of content that can be accessed on-demand, anytime, anywhere.

The increasing consumer preference for customised and ad-free viewing experiences is driving the global over the top (OTT) market growth. The convenience of accessing a diverse array of content, including movies, series, documentaries, and live events directly via the internet has caused a significant shift from traditional television viewing to OTT platforms. Moreover, the trend towards binge-watching series, facilitated by OTT services that release entire seasons at once, is increasingly becoming a norm.

The OTT space is marked by intense competition among several key players, including Netflix, Amazon Prime Video, Disney+, and HBO Max, which compete in terms of content library, original productions, and pricing strategies. Additionally, regional players are emerging strong, catering to the local content preferences and language requirements of their audience.

OTT platforms are increasingly leveraging advanced technologies, such as Artificial Intelligence (AI) and Machine Learning (ML), to personalise recommendations and enhance user experience. Additionally, advancements in streaming quality, such as 4K and HDR, and the integration of OTT services into smart TVs and other devices, are further propelling over the top (OTT) market demand.

The future of OTT appears promising, with several emerging trends on the horizon. For instance, the integration of Augmented Reality (AR) and Virtual Reality (VR) into OTT platforms could usher in a new era of immersive viewing experiences. Additionally, as 5G technology becomes more widespread, OTT streaming is expected to become even more seamless and high-quality, which could further boost user adoption.

One of the significant anticipated over the top (OTT) market trends is the growth of niche OTT platforms catering to specific genres or interests, such as documentaries, arts, or specific sports. These specialised platforms are likely to offer curated content to a more targeted audience, thereby creating a unique value proposition.

Furthermore, partnerships between OTT providers and telecom operators to bundle OTT subscriptions with mobile or broadband plans are expected to increase, creating a win-win scenario where OTT platforms gain user base and telecom operators enhance their service offering.

Market Segmentation

The market can be divided based on component, device, content type, revenue model, application, end use, and region.

Market Breakup by Component

  • Solution
  • Service

Market Breakup by Device

  • Smartphones
  • Smart TVs
  • Desktops and Tablets
  • Gaming Consoles
  • Set-Top Box
  • Others

Market Breakup by Content Type

  • Video
  • Audio/VoIP
  • Games
  • Communication
  • Others

Market Breakup by Revenue Model

  • Subscription
  • Advertisement
  • Hybrid
  • Others

Market Breakup by Application

  • Personal
  • Commercial

Market Breakup by End Use

  • Media and Entertainment
  • Education and Training
  • Health and Fitness
  • IT and Telecom
  • E-Commerce
  • BFSI
  • Government
  • Others

Market Breakup by Region

  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East and Africa

Competitive Landscape

The report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global over the top (OTT) market.

Some of the major players explored in the report are as follows:

  • Amazon Web Services, Inc.
  • Netflix, Inc.
  • Hulu, LLC
  • Telstra Corporation Limited
  • Apple Inc.
  • Google LLC
  • Rakuten Group, Inc.
  • Others

About the Analyst

Acquire unparalleled access to critical industry insights with our comprehensive market research reports, meticulously prepared by a team of seasoned experts. These reports are designed to equip decision-makers with an in-depth understanding of prevailing market trends, competitive landscapes, and growth opportunities.

These high-quality, data-driven analysis provide the essential framework for organisations seeking to make informed and strategic decisions in an increasingly complex and rapidly evolving business environment. By investing in our market research reports, you can ensure your organisation remains agile, proactive, and poised for success in today's competitive market.

Don't miss the opportunity to elevate your business intelligence and strengthen your strategic planning. Secure your organisation's future success by acquiring one of these reports today.

The analyst always strives to provide you with the latest information. The numbers in the article are only indicative and may be different from the actual report.

Table of Contents

1 Preface2 Report Coverage - Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Snapshot
6.1 Global
6.2 Regional
7 Industry Opportunities and Challenges
8 Global Over The Top (OTT) Market Analysis
8.1 Key Industry Highlights
8.2 Global Over The Top (OTT) Historical Market (2018-2022)
8.3 Global Over The Top (OTT) Market Forecast (2023-2028)
8.4 Global Over The Top (OTT) Market by Component
8.4.1 Solution
8.4.1.1 Market Share
8.4.1.2 Historical Trend (2018-2022)
8.4.1.3 Forecast Trend (2023-2028)
8.4.2 Service
8.4.2.1 Market Share
8.4.2.2 Historical Trend (2018-2022)
8.4.2.3 Forecast Trend (2023-2028)
8.5 Global Over The Top (OTT) Market by Device
8.5.1 Smartphones
8.5.1.1 Market Share
8.5.1.2 Historical Trend (2018-2022)
8.5.1.3 Forecast Trend (2023-2028)
8.5.2 Smart TVs
8.5.2.1 Market Share
8.5.2.2 Historical Trend (2018-2022)
8.5.2.3 Forecast Trend (2023-2028)
8.5.3 Desktops and Tablets
8.5.3.1 Market Share
8.5.3.2 Historical Trend (2018-2022)
8.5.3.3 Forecast Trend (2023-2028)
8.5.4 Gaming Consoles
8.5.4.1 Market Share
8.5.4.2 Historical Trend (2018-2022)
8.5.4.3 Forecast Trend (2023-2028)
8.5.5 Set-Top Box
8.5.5.1 Market Share
8.5.5.2 Historical Trend (2018-2022)
8.5.5.3 Forecast Trend (2023-2028)
8.5.6 Others
8.6 Global Over The Top (OTT) Market by Content Type
8.6.1 Video
8.6.1.1 Market Share
8.6.1.2 Historical Trend (2018-2022)
8.6.1.3 Forecast Trend (2023-2028)
8.6.2 Audio/VoIP
8.6.2.1 Market Share
8.6.2.2 Historical Trend (2018-2022)
8.6.2.3 Forecast Trend (2023-2028)
8.6.3 Games
8.6.3.1 Market Share
8.6.3.2 Historical Trend (2018-2022)
8.6.3.3 Forecast Trend (2023-2028)
8.6.4 Communication
8.6.4.1 Market Share
8.6.4.2 Historical Trend (2018-2022)
8.6.4.3 Forecast Trend (2023-2028)
8.6.5 Others
8.7 Global Over The Top (OTT) Market by Revenue Model
8.7.1 Subscription
8.7.1.1 Market Share
8.7.1.2 Historical Trend (2018-2022)
8.7.1.3 Forecast Trend (2023-2028)
8.7.2 Advertisement
8.7.2.1 Market Share
8.7.2.2 Historical Trend (2018-2022)
8.7.2.3 Forecast Trend (2023-2028)
8.7.3 Hybrid
8.7.3.1 Market Share
8.7.3.2 Historical Trend (2018-2022)
8.7.3.3 Forecast Trend (2023-2028)
8.7.4 Others
8.8 Global Over The Top (OTT) Market by Application
8.8.1 Personal
8.8.1.1 Market Share
8.8.1.2 Historical Trend (2018-2022)
8.8.1.3 Forecast Trend (2023-2028)
8.8.2 Commercial
8.8.2.1 Market Share
8.8.2.2 Historical Trend (2018-2022)
8.8.2.3 Forecast Trend (2023-2028)
8.9 Global Over The Top (OTT) Market by End Use
8.9.1 Media and Entertainment
8.9.1.1 Market Share
8.9.1.2 Historical Trend (2018-2022)
8.9.1.3 Forecast Trend (2023-2028)
8.9.2 Education and Training
8.9.2.1 Market Share
8.9.2.2 Historical Trend (2018-2022)
8.9.2.3 Forecast Trend (2023-2028)
8.9.3 Health and Fitness
8.9.3.1 Market Share
8.9.3.2 Historical Trend (2018-2022)
8.9.3.3 Forecast Trend (2023-2028)
8.9.4 IT and Telecom
8.9.4.1 Market Share
8.9.4.2 Historical Trend (2018-2022)
8.9.4.3 Forecast Trend (2023-2028)
8.9.5 E-Commerce
8.9.5.1 Market Share
8.9.5.2 Historical Trend (2018-2022)
8.9.5.3 Forecast Trend (2023-2028)
8.9.6 BFSI
8.9.6.1 Market Share
8.9.6.2 Historical Trend (2018-2022)
8.9.6.3 Forecast Trend (2023-2028)
8.9.7 Government
8.9.7.1 Market Share
8.9.7.2 Historical Trend (2018-2022)
8.9.7.3 Forecast Trend (2023-2028)
8.9.8 Others
8.10 Global Over The Top (OTT) Market by Region
8.10.1 Market Share
8.10.1.1 North America
8.10.1.2 Europe
8.10.1.3 Asia Pacific
8.10.1.4 Latin America
8.10.1.5 Middle East and Africa
9 Regional Analysis
9.1 North America
9.1.1 Historical Trend (2018-2022)
9.1.2 Forecast Trend (2023-2028)
9.1.3 Breakup by Country
9.1.3.1 United States of America
9.1.3.2 Canada
9.2 Europe
9.2.1 Historical Trend (2018-2022)
9.2.2 Forecast Trend (2023-2028)
9.2.3 Breakup by Country
9.2.3.1 United Kingdom
9.2.3.2 Germany
9.2.3.3 France
9.2.3.4 Italy
9.2.3.5 Others
9.3 Asia Pacific
9.3.1 Historical Trend (2018-2022)
9.3.2 Forecast Trend (2023-2028)
9.3.3 Breakup by Country
9.3.3.1 China
9.3.3.2 Japan
9.3.3.3 India
9.3.3.4 ASEAN
9.3.3.5 Australia
9.3.3.6 Others
9.4 Latin America
9.4.1 Historical Trend (2018-2022)
9.4.2 Forecast Trend (2023-2028)
9.4.3 Breakup by Country
9.4.3.1 Brazil
9.4.3.2 Argentina
9.4.3.3 Mexico
9.4.3.4 Others
9.5 Middle East and Africa
9.5.1 Historical Trend (2018-2022)
9.5.2 Forecast Trend (2023-2028)
9.5.3 Breakup by Country
9.5.3.1 Saudi Arabia
9.5.3.2 United Arab Emirates
9.5.3.3 Nigeria
9.5.3.4 South Africa
9.5.3.5 Others
10 Market Dynamics
10.1 SWOT Analysis
10.1.1 Strengths
10.1.2 Weaknesses
10.1.3 Opportunities
10.1.4 Threats
10.2 Porter’s Five Forces Analysis
10.2.1 Supplier’s Power
10.2.2 Buyer’s Power
10.2.3 Threat of New Entrants
10.2.4 Degree of Rivalry
10.2.5 Threat of Substitutes
10.3 Key Indicators for Demand
10.4 Key Indicators for Price
11 Value Chain Analysis
12 Competitive Landscape
12.1 Market Structure
12.2 Company Profiles
12.2.1 Amazon Web Services, Inc.
12.2.1.1 Company Overview
12.2.1.2 Product Portfolio
12.2.1.3 Demographic Reach and Achievements
12.2.1.4 Certifications
12.2.2 Netflix, Inc.
12.2.2.1 Company Overview
12.2.2.2 Product Portfolio
12.2.2.3 Demographic Reach and Achievements
12.2.2.4 Certifications
12.2.3 Hulu, LLC
12.2.3.1 Company Overview
12.2.3.2 Product Portfolio
12.2.3.3 Demographic Reach and Achievements
12.2.3.4 Certifications
12.2.4 Telstra Corporation Limited
12.2.4.1 Company Overview
12.2.4.2 Product Portfolio
12.2.4.3 Demographic Reach and Achievements
12.2.4.4 Certifications
12.2.5 Apple Inc.
12.2.5.1 Company Overview
12.2.5.2 Product Portfolio
12.2.5.3 Demographic Reach and Achievements
12.2.5.4 Certifications
12.2.6 Google LLC
12.2.6.1 Company Overview
12.2.6.2 Product Portfolio
12.2.6.3 Demographic Reach and Achievements
12.2.6.4 Certifications
12.2.7 Rakuten Group, Inc.
12.2.7.1 Company Overview
12.2.7.2 Product Portfolio
12.2.7.3 Demographic Reach and Achievements
12.2.7.4 Certifications
12.2.8 Others
13 Industry Events and Developments
List of Key Figures and Tables
1. Global Over The Top (OTT) Market: Key Industry Highlights, 2018 and 2032
2. Global Over The Top (OTT) Historical Market: Breakup by Component (USD Billion), 2018-2022
3. Global Over The Top (OTT) Market Forecast: Breakup by Component (USD Billion), 2023-2028
4. Global Over The Top (OTT) Historical Market: Breakup by Device (USD Billion), 2018-2022
5. Global Over The Top (OTT) Market Forecast: Breakup by Device (USD Billion), 2023-2028
6. Global Over The Top (OTT) Historical Market: Breakup by Content Type (USD Billion), 2018-2022
7. Global Over The Top (OTT) Market Forecast: Breakup by Content Type (USD Billion), 2023-2028
8. Global Over The Top (OTT) Historical Market: Breakup by Revenue Model (USD Billion), 2018-2022
9. Global Over The Top (OTT) Market Forecast: Breakup by Revenue Model (USD Billion), 2023-2028
10. Global Over The Top (OTT) Historical Market: Breakup by Application (USD Billion), 2018-2022
11. Global Over The Top (OTT) Market Forecast: Breakup by Application (USD Billion), 2023-2028
12. Global Over The Top (OTT) Historical Market: Breakup by End Use (USD Billion), 2018-2022
13. Global Over The Top (OTT) Market Forecast: Breakup by End Use (USD Billion), 2023-2028
14. Global Over The Top (OTT) Historical Market: Breakup by Region (USD Billion), 2018-2022
15. Global Over The Top (OTT) Market Forecast: Breakup by Region (USD Billion), 2023-2028
16. North America Over The Top (OTT) Historical Market: Breakup by Country (USD Billion), 2018-2022
17. North America Over The Top (OTT) Market Forecast: Breakup by Country (USD Billion), 2023-2028
18. Europe Over The Top (OTT) Historical Market: Breakup by Country (USD Billion), 2018-2022
19. Europe Over The Top (OTT) Market Forecast: Breakup by Country (USD Billion), 2023-2028
20. Asia Pacific Over The Top (OTT) Historical Market: Breakup by Country (USD Billion), 2018-2022
21. Asia Pacific Over The Top (OTT) Market Forecast: Breakup by Country (USD Billion), 2023-2028
22. Latin America Over The Top (OTT) Historical Market: Breakup by Country (USD Billion), 2018-2022
23. Latin America Over The Top (OTT) Market Forecast: Breakup by Country (USD Billion), 2023-2028
24. Middle East and Africa Over The Top (OTT) Historical Market: Breakup by Country (USD Billion), 2018-2022
25. Middle East and Africa Over The Top (OTT) Market Forecast: Breakup by Country (USD Billion), 2023-2028
26. Global Over The Top (OTT) Market Structure

Companies Mentioned

  • Amazon Web Services Inc.
  • Netflix Inc.
  • Hulu LLC
  • Google LLC
  • Apple Inc.
  • Telstra Corporation Limited
  • Rakuten Group Inc.

Methodology

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Table Information