The global Over-The-Top (OTT) market is projected to grow from USD 202.5 billion in 2022 to USD 434.5 billion by 2027, with a Compound Annual Growth Rate (CAGR) of 16.5% during the forecast period. OTT services deliver audio, video, and rich media content over the internet, bypassing traditional cable or broadcasting providers. These services are mainly accessed on handheld devices like smartphones, tablets, and laptops through wireless internet connections. Additionally, OTT services are expanding to include other communication formats, such as audio and video. Key factors driving the growth of the OTT market include increased demand during lockdowns, widespread internet access, the penetration of smart devices, and the flexibility and ease-of-use that enhance customer experience.
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Smartphones and Tablets segment to hold the highest market share during the forecast period
The penetration of smart devices has enabled OTT players to leverage internet connectivity with fast services, such as broadband and mobile data connection, 4G, and 5G technologies. Due to the rise of smartphone and tablet usage, viewers are more easily consuming digital content. The demand for OTT new OTT content is rising in proportion to the rise in the penetration of smartphones and tablets globally. Most smartphones and tablets have dedicated OTT entertainment apps depending on their operating systems i.e. Android or iOS. These devices have the largest market share as the average time spent over these by an average user is increasing daily.
Subscription-based segment to hold the highest market share during the forecast period
The subscription model is beneficial to both the company and the customer. Subscription based pricing attracts more customers because the subscription payments are lower for the customer and proves to be more economical. For the company, subscription based model offers a recurring and predictable revenue for the company. Hence for both company and customer this model proves to be beneficial. Also, subscription provides businesses a direct line of revenue from the consumers. As the consumer opts for a higher duration of subscription from monthly to quarterly or yearly etc. there are discounts offered to the customer that again motivates them to opt for longer duration services.
North America to hold the largest market size during the forecast period
North America is estimated to account for the major share of the OTT services market in 2022. This region has major production houses and content creators surging the OTT VoD platform. SVoD platforms are the major drivers in the film and entertainment sector. The region is further expected to have the highest R&D, along with the highest adoption of OTT technology during the forecast period. These are the major reasons for the increasing adoption of OTT services in the region. The early adoption of technology, high penetration of smartphones and smart devices etc. are few major reasons of the growth of OTT in this region in future as well. North America consists of developed countries namely US and Canada; the reason for the dominance of these countries is their well-established economies that enable investments in new technologies.
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Unique Features in the Over the Top Market
One of the most defining features of the OTT market is its direct-to-consumer content delivery model. OTT platforms bypass traditional distribution channels, such as cable TV and satellite, allowing content creators and service providers to deliver media directly to users via the internet.
OTT services are designed for cross-platform accessibility, enabling users to stream content on various devices such as smartphones, tablets, laptops, smart TVs, and gaming consoles. This multi-device compatibility allows for seamless viewing experiences, as users can access their favorite content from virtually any internet-enabled device, significantly increasing the market’s reach and appeal.
OTT platforms offer flexible monetization models, including subscription-based (SVOD), ad-supported (AVOD), and hybrid approaches. This variety allows providers to cater to different consumer preferences and market segments, from premium users willing to pay for an ad-free experience to those who prefer free content with advertisements.
The OTT market is characterized by its use of advanced algorithms and AI to offer personalized content recommendations. By analyzing user behavior and preferences, OTT platforms can tailor content suggestions, improving user engagement and retention.
Unlike traditional broadcasting, OTT platforms can reach a global audience while simultaneously offering localized content. OTT services can easily adapt to different languages, cultures, and regions, providing content that appeals to both global and local audiences.
Major Highlights of the Over the Top Market
The OTT market has witnessed remarkable growth, driven by increasing internet penetration and the proliferation of smart devices. With consumers moving away from traditional cable and satellite TV, OTT platforms have become the preferred choice for content consumption.
A significant highlight of the OTT market is the shift in consumer behavior towards on-demand viewing. Viewers now prefer the flexibility to watch content whenever and wherever they want, as opposed to fixed broadcasting schedules.
OTT platforms have become major players in content creation, with a growing emphasis on producing original shows, films, and documentaries. Major players like Netflix, Amazon Prime Video, and Disney+ are investing heavily in high-quality original programming to attract and retain subscribers.
The success of subscription-based OTT models, known as Subscription Video on Demand (SVOD), has been a key market highlight. Platforms like Netflix and Hulu have seen rapid growth through monthly or yearly subscription services that offer ad-free viewing experiences.
OTT platforms have opened new avenues for advertisers, particularly through Ad-Supported Video on Demand (AVOD) models. Services like YouTube and Hulu offer ad-supported tiers, giving brands the ability to reach highly targeted audiences.
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Top Companies in the Over the Top Market
Key market players profiled in the OTT services market report are Meta (US), Netflix (US), Amazon (US), Google (US), Apple (US), Home Box Office (US), Roku (US), IndieFlix (US), Rakuten(Japan), Tencent (China), and Kakao (South Korea).
Netflix:
Netflix is one of the leading players in the OTT services market. Netflix has focused on penetrating the Asia Pacific market, driven by volume, by adopting price-sensitive strategies. Netflix has also diversified its business to other sectors, such as education and fashion. Due to its features, user-friendliness, and robust, variety-filled catalog, Netflix has earned an Editors’ Choice Award for 2022. With the addition of an ad-based subscription, the platform is on equal footing compared to competitors like Disney Plus and HBO Max when it comes to pricing. Netflix has over 222 million paid memberships across 190 countries. The platform offers TV series, documentaries, and feature films across a wide variety of genres and languages. In 2021, the company added mobile games to its services.
Amazon:
Amazon with its SVoD platform, Amazon Prime Video, is another leading OTT services provider across the globe. With Prime Video, users can rent or purchase titles or select from more than 150 Prime Video Channels, including Showtime, HBO, CBS All-Access, Cinemax, and STARZ. Amazon has partnered with several other OTT players and companies to improve upon content availability on its platform. In June 2022, Amazon Prime Video partnered with American entertainment company AMC Networks to offer its content on Prime Video channels in India. As part of the partnership, Amazon Prime Video would offer ad-free subscription service AMC+ and AMC’s streaming service Acorn TV on Prime Video channels in India on a subscription basis.
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