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Over The Top (OTT) Market

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Over The Top (OTT) Market to 2025 - Global Analysis and Forecasts by Content Type (VoIP, Text & Image, Video), Platform (Smart Devices, Gaming Consoles, Set Top Box and Laptop, tablet & desktop) and Revenue Model (Digital Advertisement, Subscription, Rentals and Others)

Publication Month: Jun 2017 | Report Code: TIPTE100000146 | No. of Pages: 179 | Category: Technology, Media and Telecommunications | Status: Published

Market Insights

Over The Top (OTT) Market to Grow at a CAGR of 17.16% to reach US$ 158.4 Bn Million from 2016 to 2025

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The Over the Top (OTT) market was valued at US$ 36.7 billion in 2016 and is projected to reach US$ 158.4 billion by 2025; it is expected to grow at a CAGR of 17.16% during 2017 – 2025.

The growth of the over the top (OTT) market is attributed to the gradual shift of user towards OTT service over tradition pay-tv subscription with growing use of smart phones and other mobile devices. The telecom industry is going through changing technology environment continuously. Growing preference of customer towards OTT service over tradition TV is due to many reasons, mainly because of the number of pricing and viewing options offered. They are no longer bound to stingy, pricey contracts with limited options to choose from.

Currently, OTT service is used by more than 60% of the global population and is growing rapidly because of its advantages over the telecom service such as multi-devices access, low price, and richer functionality. There has been a sharp rise in OTT user subscription and decline in the Pay-TV service in last 5 years. Netflix and Hulu have grown at about 30% per year since 2010, reaching above 120 Mn (with 89 Mn for Netflix and 30 Mn for Hulu) subscribers globally by 2016, whereas Pay-TV total subscriptions have remained stagnant to around 100 Mn subscribers, with penetration decreasing by about 1% each year since 2010.

The growth of OTT messaging services with use of mobile devices, and their overtaking conventional SMS messaging, is reflective of a general global over the top (OTT) market trend. As in 2015, WhatsApp had 700 Mn monthly active users across the globe with alone delivering on an average about 30 billion messages each day and this had grown to around 64 billion during April 2014.


Lucrative Regions in Over the Top (OTT) Market

Lucrative Regions in Over the Top (OTT) Market

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Market Insights–

Over the Top (OTT) Market


Increasing ubiquitous and speed of broadband connections facilitating OTT content and video delivery growth globally

The OTT communications market has expanded at an exponential rate during last few years, led initially by the wide-reaching success of OTT communication service such as WhatsApp, Facebook, etc. driving more and more players to the market. The availability of high speed internet has opened new avenues for OTT applications. OTT TV/Video involves distributing video or television content over the internet directly to users connected through different electronic devices.

Online content, applications and services are rapidly infusing in all segments of commerce and society and are affecting and disrupting traditional TV and communication services in different ways. Consumers are using online video instead of traditional TV, online communications platforms instead of traditional telephone services, and are downloading films and music which were earlier available only on physical media. The process of advertising and searching for services is increasingly shifting online. These changes have come about because broadband connectivity provides instant access to a global network of services and applications, enabling equipment manufacturers, applications providers and customers to bypass the services offered by traditional network operators and to cross national boundaries, thus obtaining multiple new routes to market.



Content Type-Based Insights

Based on content type, the over the top (OTT) market is bifurcated into VoIP, Text & Image, Video. The video segment held a larger market share in 2016.

Platform-Based Insights

Based on platform, the over the top (OTT) market is segmented into smart devices, gaming consoles, set top box and laptop, tablet & desktop. The smart devices segment accounted for the largest share in 2016.

Revenue Model-Based Insights

Based on revenue model, the over the top (OTT) market is segmented into digital advertisement, subscription, rentals, and others. The digital advertising segment accounted for the largest share in 2016.

Strategic Insights

Players operating in the over the top (OTT) market are mainly focused on the development of advanced and efficient products.

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The over the top (OTT) market has been segmented as follows:


Over the Top (OTT) Market– by Content Type

  • VoIP
  • Text & Image
  • Video

over the Top (OTT) Market – by Platform

  • Smart Devices
  • Gaming Consoles
  • Set Top Box and Laptop
  • Tablet & Desktop

Over the Top (OTT) Market – by Revenue Model

  • Digital Advertisement
  • Subscription
  • Rentals
  • Others

Over the Top (OTT) Market – by Geography

  • North America

    • US
    • Canada
    • Mexico
  • Europe

    • Germany
    • France
    • Italy
    • UK
    • Spain
  • Asia Pacific (APAC)

    • Australia
    • China
    • India
    • Japan
  • Middle East and Africa (MEA)

    • Saudi Arabia
    • UAE
    • South Africa
  • South America (SAM)

    • Brazil

Over the Top (OTT) Market–Company Profiles

  • Akamai Technologies, Inc.
  • Amazon.com, Inc.
  • Apple, Inc.
  • CBS Corporation, Inc.
  • Facebook, Inc.
  • Google, Inc.
  • HBO NOW
  • Hulu L.L.C.
  • Netflix, Inc.
  • Roku, Inc.
Table of Contents

1 Table of Contents
1.1 List of Tables
1.2 List of Figures

2 Introduction
2.1 Scope of the Study
2.2 The Insight Partners Research Report Guidance

3 Key Takeaways
OTT Market Landscape 17
3.1 Market Overview
3.2 Market Segmentation
3.2.1 Global OTT Market - By Content Type
3.2.2 Global OTT Market - By Platform
3.2.3 Global OTT Market - By Revenue Model
3.2.4 Global OTT Market - By Geography
3.3 PEST Analysis
3.3.1 North America PEST Analysis
3.3.2 Europe PEST Analysis
3.3.3 Asia Pacific PEST Analysis
3.3.4 Middle East & Africa PEST Analysis
3.3.5 South America PEST Analysis

4 Global OTT Market - Key Industry Dynamics
4.1 Key Market Drivers
4.1.1 Gradual shift of user towards OTT service over tradition Pay-TV subscription with growing use of smart phones and other mobile devices
4.1.2 The increasing ubiquitous and speed of broadband connections facilitating OTT content and video delivery growth globally
4.1.3 Introduction of cloud service in OTT application market
4.2 Key Market Restraints
4.2.1 Regulatory and Linguistic Fragmentation
4.2.2 Privacy and Security Risks and Breaches
4.3 Key Market Opporunities
4.3.1 Gearing up for the IoT
4.3.2 Developing 5G will favor OTT market growth
4.4 Future Trends
4.4.1 Original content creation by global OTT media players:
4.5 Impact Analysis of Drivers and Restraints

5 OTT Market - Global
5.1 Global OTT Market Overview
5.2 Global OTT Market Forecast and Analysis

6 Global OTT Market Analysis - By Content Type
6.1 Overview
6.2 Voice over IP
6.2.1 Overview
6.2.2 Global VoIP Market Revenue and Forecasts to 2025 (US$ Bn)
6.3 Text and Images
6.3.1 Overview
6.3.2 Text and Images Market Revenue and Forecasts to 2025 (US$ Bn)
6.4 Video
6.4.1 Overview
6.4.2 Video Market Revenue and Forecasts to 2025 (US$ Bn)

7 Global OTT Market Analysis - By Platform
7.1 Overview
7.2 Smart Devices
7.2.1 Overview
7.2.2 Global Smart Devices Revenue and Forecasts to 2025 (US$ Bn)
7.3 Gaming Consoles
7.3.1 Overview
7.3.2 Global Gaming Consoles Market Revenue and Forecasts to 2025 (US$ Bn)
7.4 Set-top Box
7.4.1 Overview
7.4.2 Global Set-top Box Market Revenue and Forecasts to 2025 (US$ Bn)
7.5 Laptops, Tablets & Desktops
7.5.1 Overview
7.5.2 Global Laptops, Tablets & Desktops Market Revenue and Forecasts to 2025 (US$ Bn)

8 Global OTT Market Analysis - By Revenue Model
8.1 Overview
8.2 Digital Advertising
8.2.1 Overview
8.2.2 Global Digital Advertising Revenue and Forecasts to 2025 (US$ Bn)
8.3 Subscription
8.3.1 Overview
8.3.2 Global Subscription Market Revenue and Forecasts to 2025 (US$ Bn)
8.4 Rental
8.4.1 Overview
8.4.2 Global Rental Market Revenue and Forecasts to 2025 (US$ Bn)
8.5 Others
8.5.1 Overview
8.5.2 Global Others Market Revenue and Forecasts to 2025 (US$ Bn)

9 Global OTT - Geographical Analysis
9.1 Overview
9.2 North America OTT Revenue and Forecasts to 2025
9.2.1 Overview
9.2.2 North America OTT Revenue and Forecasts to 2025 (US$ Bn)
9.2.3 North America OTT Breakdown by Key Countries
9.2.3.1 U.S. OTT Revenue and Forecasts to 2025 (US$ Bn)
9.2.3.2 Canada OTT Revenue and Forecasts to 2025 (US$ Bn)
9.2.3.3 Mexico OTT Revenue and Forecasts to 2025 (US$ Bn)
9.2.4 North America OTT Breakdown by Content Type
9.2.5 North America OTT Breakdown by Platform
9.2.6 North America OTT Breakdown by Revenue Model
9.3 Europe OTT Revenue and Forecasts to 2025
9.3.1 Overview
9.3.2 Europe OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.3 Europe OTT Breakdown by Key Countries
9.3.3.1 France OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.3.2 Germany OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.3.3 UK OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.3.4 Italy OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.3.5 Spain OTT Revenue and Forecasts to 2025 (US$ Bn)
9.3.4 Europe OTT Breakdown by Content Type
9.3.5 Europe OTT Breakdown by Platform
9.3.6 Europe OTT Breakdown by Revenue Model
9.4 Asia Pacific (APAC) OTT Revenue and Forecasts to 2025
9.4.1 Overview
9.4.2 Asia Pacific OTT Revenue and Forecasts to 2025 (US$ Bn)
9.4.3 Asia Pacific OTT Breakdown by Key Countries
9.4.3.1 China OTT Revenue and Forecasts to 2025 (US$ Bn)
9.4.3.2 India OTT Revenue and Forecasts to 2025 (US$ Bn)
9.4.3.3 Australia OTT Revenue and Forecasts to 2025 (US$ Bn)
9.4.3.4 Japan OTT Revenue and Forecasts to 2025 (US$ Bn)
9.4.4 Asia Pacific OTT Breakdown by Content Type
9.4.5 Asia Pacific OTT Breakdown by Platform
9.4.6 Asia Pacific OTT Breakdown by Revenue Model
9.5 Middle East & Africa (MEA) OTT Market Revenue and Forecasts to 2025
9.5.1 Overview
9.5.2 Middle East & Africa OTT Market Revenue and Forecasts to 2025 (US$ Bn)
9.5.3 Middle East & Africa OTT Market Breakdown by Key Countries
9.5.3.1 Saudi Arabia OTT Market Revenue and Forecasts to 2025 (US$ Mn)
9.5.3.2 UAE OTT Market Revenue and Forecasts to 2025 (US$ Mn)
9.5.3.3 South Africa OTT Market Revenue and Forecasts to 2025 (US$ Mn)
9.5.4 Middle East & Africa OTT Market Breakdown by Content Type
9.5.5 Middle East & Africa OTT Market Breakdown by Platform
9.5.6 Middle East & Africa OTT Market Breakdown by Revenue Model
9.6 South America OTT Market Revenue and Forecasts to 2025
9.6.1 Overview
9.6.2 South America OTT Market Revenue and Forecasts to 2025 (US$ Bn)
9.6.3 South America OTT Market Breakdown by Key Countries
9.6.3.1 Brazil OTT Market Revenue and Forecasts to 2025 (US$ Bn)
9.6.4 South America OTT Market Breakdown by Content Type
9.6.5 South America OTT Market Breakdown by Platform
9.6.6 South America OTT Market Breakdown by Revenue Model

10 Industry Landscape

11 Competitive Landscape
11.1 Competitive Product Mapping
11.2 Market Positioning

12 Global OTT Market - Key Company Profiles
12.1 Akamai Technologies, Inc.
12.1.1 Key Facts
12.1.2 Business Description
12.1.3 Financial Overview
12.1.4 SWOT Analysis
12.1.5 Key Developments
12.2 Amazon.com, Inc.
12.2.1 Key Facts
12.2.2 Business Description
12.2.3 Financial Overview
12.2.4 SWOT Analysis
12.2.5 Key Developments
12.3 Apple, Inc.
12.3.1 Key Facts
12.3.2 Business Description
12.3.3 Financial Overview
12.3.4 SWOT Analysis
12.3.5 Key Developments
12.4 CBS Corporation, Inc.
12.4.1 Key Facts
12.4.2 Business Description
12.4.3 Financial Overview
12.4.4 SWOT Analysis
12.4.5 Key Developments
12.5 Facebook, Inc.
12.5.1 Key Facts
12.5.2 Business Description
12.5.3 Financial Overview
12.5.4 SWOT Analysis
12.5.5 Key Developments
12.6 Google, Inc.
12.6.1 Key Facts
12.6.2 Business Description
12.6.3 Financial Overview
12.6.4 SWOT Analysis
12.6.5 Key Developments
12.7 HBO NOW
12.7.1 Key Facts
12.7.2 Business Description
12.7.3 Financial Overview
12.7.4 SWOT Analysis
12.7.5 Key Developments
12.8 Hulu L.L.C.
12.8.1 Key Facts
12.8.2 Business Description
12.8.3 Financial Overview
12.8.4 SWOT Analysis
12.8.5 Key Developments
12.9 Netflix, Inc.
12.9.1 Key Facts
12.9.2 Business Description
12.9.3 Financial Overview
12.9.4 SWOT Analysis
12.9.5 Key Developments
12.1 Roku, Inc.
12.10.1 Key Facts
12.10.2 Business Description
12.10.3 Financial Overview
12.10.4 SWOT Analysis
12.10.5 Key Developments

13 Appendix
13.1 About The Insight Partners
13.2 Glossary of Terms
13.3 Methodology
13.3.1 Coverage
13.3.2 Secondary Research
13.3.3 Primary Research
13.4 Contact Us
13.5 Disclaimer

List of Tables

Table 1: Global OTT Market Revenue and Forecasts to 2025 (US$ Bn)
Table 2: North America OTT Revenue and Forecasts to 2025 - By Content Type (US$ Bn)
Table 3: North America OTT Revenue and Forecasts to 2025 - By Platform (US$ Bn)
Table 4: North America OTT Revenue and Forecasts to 2025 - By Platform (US$ Bn)
Table 5: Europe OTT Revenue and Forecasts to 2025 - By Content Type (US$ Bn)
Table 6: Europe OTT Revenue and Forecasts to 2025 - By Platform (US$ Bn)
Table 7: Europe OTT Revenue and Forecasts to 2025 - By Revenue Model (US$ Bn)
Table 8: Asia Pacific OTT Revenue and Forecasts to 2025 - By Content Type (US$ Bn)
Table 9: Asia Pacific OTT Revenue and Forecasts to 2025 - By Platform (US$ Bn)
Table 10: Asia Pacific OTT Revenue and Forecasts to 2025 - By Revenue Model (US$ Bn)
Table 11: Middle East & Africa OTT Market Revenue and Forecasts to 2025 - By Content Type (US$ Mn)
Table 12: Middle East & Africa OTT Market Revenue and Forecasts to 2025 - By Platform (US$ Mn)
Table 13: Middle East & Africa OTT Market Revenue and Forecasts to 2025 - By Revenue Model (US$ Mn)
Table 14: South America OTT Market Revenue and Forecasts to 2025 - By Content Type (US$ Bn)
Table 15: South America OTT Market Revenue and Forecasts to 2025 - By Platform (US$ Bn)
Table 16: South America OTT Market Revenue and Forecasts to 2025 - By Revenue Model (US$ Bn)
Table 17: Glossary of Terms, OTT Market

List of Figures

Figure 1: APAC OTT Market, Revenue (US$ Bn), 2016 & 2025
Figure 2: Digital Advertising Market, Revenue (US$ Bn), 2016 & 2025
Figure 3: OTT Market Segmentation
Figure 4: OTT Market Segmentation
Figure 5: North America PEST Analysis
Figure 6: Europe PEST Analysis
Figure 7: APAC PEST Analysis
Figure 8: MEA PEST Analysis
Figure 9: SAM PEST Analysis
Figure 10: OTT Market Impact Analysis of Driver and Restraints
Figure 11: Global OTT Market Breakdown By Content Type, 2016 & 2025 (%)
Figure 12: VoIP Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 13: Text and Images Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 14: Video Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 15: Global OTT Market Breakdown By Platform, 2016 & 2025 (%) 48
Figure 16: Global Smart Devices Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 17: Global Gaming Consoles Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 18: Global Set-top Box Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 19: Global Laptops, Tablets & Desktops Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 20: Global OTT Market Breakdown By Revenue Model, 2016 & 2025 (%)
Figure 21: Global Digital Advertising Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 22: Global Subscription Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 23: Global Rental Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 24: Global Others Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 25: OTT, Global Breakdown by Regions, 2016 & 2025 (%)
Figure 26: North America OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 27: North America OTT Breakdown by Key Countries, 2016 & 2025 (%)
Figure 28: U.S. OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 29: Canada OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 30: Mexico OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 31: North America OTT Breakdown by Content Type, 2016 & 2025 (%)
Figure 32: North America OTT Breakdown By Platform, 2016 & 2025 (%)
Figure 33: North America OTT Breakdown By Revenue Model, 2016 & 2025 (%)
Figure 34: Europe OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 35: Europe OTT Breakdown by Key Countries, 2016 (%) 77
Figure 36: France OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 37: Germany OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 38: UK OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 39: Italy OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 40: Spain OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 41: Europe OTT Breakdown by Content Type, 2016 & 2025 (%)
Figure 42: Europe OTT Breakdown By Platform, 2016 & 2025 (%)
Figure 43: Europe OTT Breakdown By Revenue Model, 2016 & 2025 (%)
Figure 44: Asia Pacific OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 45: Asia Pacific OTT Breakdown by Key Countries, 2016 (%)
Figure 46: China OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 47: India OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 48: Australia OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 49: Japan OTT Revenue and Forecasts to 2025 (US$ Bn)
Figure 50: Asia Pacific OTT Breakdown by Content Type, 2016 & 2025 (%)
Figure 51: Asia Pacific OTT Breakdown By Platform, 2016 & 2025(%)
Figure 52: Asia Pacific OTT Breakdown By Revenue Model, 2016 & 2025 (%)
Figure 53: Middle East & Africa OTT Market Revenue and Forecasts to 2025 (US$ Mn)
Figure 54: Middle East & Africa OTT Market Breakdown by Key Countries, 2016 & 2025 (%)
Figure 55: Saudi Arabia OTT Market Revenue and Forecasts to 2025 (US$ Mn)
Figure 56: UAE OTT Market Revenue and Forecasts to 2025 (US$ Mn)
Figure 57: South Africa OTT Market Revenue and Forecasts to 2025 (US$ Mn)
Figure 58: Middle East & Africa OTT Market Breakdown by Content Type, 2016 & 2025 (%)
Figure 59: Middle East & Africa OTT Market Breakdown by Platform, 2016 & 2025 (%)
Figure 60: Middle East & Africa OTT Market Breakdown by Revenue Model, 2016 & 2025 (%)
Figure 61: South America OTT Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 62: South America OTT Market Breakdown by Key Countries, 2016 & 2025 (%)
Figure 63: Brazil OTT Market Revenue and Forecasts to 2025 (US$ Bn)
Figure 64: South America OTT Market Breakdown by Content Type, 2016 & 2025 (%)
Figure 65: South America OTT Market Breakdown by Platform, 2016 & 2025 (%)
Figure 66: South America OTT Market Breakdown by Revenue Model, 2016 & 2025 (%)
Figure 67: OTT Market Competitive Product Mapping 122
Figure 68: OTT Market Competitive Product Mapping 123
The List of Companies

1. Akamai Technologies, Inc.
2. Amazon.com, Inc.
3. Apple, Inc.
4. CBS Corporation, Inc
5. Facebook, Inc.
6. Google, Inc.
7. HBO NOW
8. Hulu L.L.C.
9. Netflix, Inc.
!0. Roku, Inc.
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