The global Over-the-Top (OTT) market is expected to grow at a CAGR of 18.2% during the forecast period. The market is anticipated to surpass USD 225.6 billion by 2031, from USD 66.2 billion in 2020.

Any of the critical factors driving the industry are the significant growth of the media and entertainment industry and the growing demand for high-quality streaming content from smart devices. As opposed to conventional cable and satellite networks, OTT television services have greater accessibility, connectivity, comfort, and portability. Furthermore, the introduction of new technology by service providers, as well as the provision of personalized content, has increased the industry's attractiveness and is expected to boost revenue generation over the next seven years.

IMPACT OF COVID-19 ON THE GLOBAL OVER-THE-TOP (OTT) MARKET

The COVID-19 emergency has helped the global over-the-top (OTT) industry. This expansion can be traced primarily to a rise in demand for OTT services and gaming during the COVID-19 lockout era, which was enforced by numerous governments worldwide. Furthermore, the global blockade has boosted OTT entertainment services, increasing viewer interest in online content through platforms such as Netflix, Amazon Prime Video, Hotstar, and many others. During the lockdown time, these trends are significantly driving up demand for OTT services. Furthermore, several policymakers are implementing a slew of schemes to support entrepreneurs during this difficult time. Ad-supported VoD platforms are seeing solid growth in ad sales, making the ad-based business model common in the middle of the COVID-19 pandemic. Ad revenue has risen in the second quarter of 2020 for five of the largest ad-supported streaming channels, including Hulu, Peacock, Roku, Pluto TV, and Tubi.

GLOBAL OVER-THE-TOP (OTT) MARKET INFOGRAPHICS

Source: ThinkWise Intelligence Analysis

GLOBAL OVER-THE-TOP (OTT) MARKET DYNAMICS

MARKET DRIVER: GROWTH IN THE ADOPTION OF SMART DEVICES AND PERSONALIZATION OF CONTENT

The industry is being driven by increased use of mobile devices and increased access to faster internet speeds. Mobile internet traffic is and at an unprecedented rate, thanks to network-capable smartphones and high-bandwidth services including live video streaming. The growing desire of customers to pay for premium services has prompted OTT service providers to implement “fremium” models, which provide free access to curated content in exchange for new subscribers. They also provide premium features and advertising to paid users in order to increase their average sales per customer. Several industry participants, including Hulu, are offering lite pay-tv platforms that include linear networks at cheaper rates than conventional ones. Such campaigns by market leaders have resulted in a significant increase in the number of OTT subscribers in recent years. Furthermore, many traditional media companies that own large libraries of television programming and legacy films are amplifying and reinvigorating their expansion through OTT-based delivery models. In addition, many pay-TV providers have begun to sell their own subscription-based offerings. The industry is expected to undergo more creative and advanced transformation, allowing consumers to view all they want in a single location, allowing OTT networks to sell physical goods in addition to video and audio content services, which will undoubtedly be an upward trend over the forecast timeframe.

MARKET RESTRAINT: ELIMINATION OF EXISTING CARRIERS

Adoption of over-the-top content providers would result in the demise of traditional carriers, and the inability to search around for reasonable pricing is posing a significant challenge to the over-the-top content (OTT) industry. Such constraints may impede the growth of the over-the-top content market size during the forecast period.

MARKET OPPORTUNITY: IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE (AI)

Artificial Intelligence (AI) adoption by multiple service providers is a popular development of enormous industry growth opportunities. The use of such advanced technology for identifying consumer tastes and providing personalized and quality content has been the primary concern of market participants in recent years. Furthermore, ongoing advancements in network technology, as well as increasing internet penetration globally, have resulted in tremendous demand for such services. This is expected to boost market growth over the projected era. Recent advances in the over-the-top entertainment industry dynamics are driving market growth to new highs. People's focus has been drawn to technological advances, resulting in a significant change toward it. Partnerships and payments, along with technical advances, are generating massive over-the-top entertainment industry prospects for market development in the forecast years.

MARKET THREAT: CORONAVIRUS OUTBREAK

The coronavirus outbreak slowed economic development and posed a significant threat to the growth of the over-the-top entertainment (OTT) industry. Over the pandemic, factory activities were halted for an unknown amount of time, and processing plants remained largely closed, disrupting the supply chain. During the lockdown, however, increasing demand for customized services and the introduction of emerging technology boosted over-the-top content industry demand and continued to sustain a steady growth rate.

KEY TRENDS IN THE GLOBAL OVER-THE-TOP (OTT) MARKET

GLOBAL OVER-THE-TOP (OTT) MARKET TRENDS, BY CONTENT

"During the forecast period, the Over-the-Top (OTT) market for OTT video segment is expected to dominate the global market."

The OTT video segment generated the most revenue and is expected to retain its lead over the forecast period. The growing number of OTT subscribers has significantly boosted the segment's sales. Breakthroughs in broadcast technology have resulted in the development of novel video streaming devices. The inclusion of features such as adaptive bitrate streaming has resulted in massive appeal for video streaming network services such as Netflix and Hulu. Regional OTT video distributors are expanding into local markets and partnering with Mobile Network Operators (MNOs) to develop rapidly changing product offerings and gain full market share.

GLOBAL OVER-THE-TOP (OTT) MARKET TRENDS, BY REVENUE MODEL

"During the forecast period, the Over-the-Top (OTT) market for Ad-based Video on Demand (AVOD) segment is expected to dominate the global market."

In 2020, the ad-based Video on Demand (AVOD) market would have the highest sales share. Over the last few years, AVOD OTT channels have received a lot of coverage, which has helped with revenue generation. Furthermore, developing economies such as the United States are likely to see many major AVOD platform releases in the coming years. The prevalence of subscription-based Video on Demand (SVOD) services, on the other hand, is projected to overshadow the segment's rise, resulting in relatively slow growth over the forecast period. Over the projected era, SVOD is predicted to be the fastest-growing market. By the end of 2027, it is predicted to have surpassed its AVOD equivalent and dominated the overall market. The growth of the segment can be traced primarily to the availability of an optimum balance of value to both the consumer and the firm.

GLOBAL OVER-THE-TOP (OTT) MARKET TRENDS, BY REGION

" North America holds the dominant share in the global market."

North America is expected to accumulate the largest market share in the overall market in 2020. The presence of various OTT internet providers and high-speed broadband in North America has fueled the region's over-the-top content industry expansion. North America has the highest over-the-top entertainment market share in the country. The Asia Pacific region is also expected to expand at a positive pace during the projected period, owing to an increase in the number of OTT service providers in the region.

 COMPETITIVE LANDSCAPE IN THE GLOBAL OVER-THE-TOP (OTT) MARKET

The global Over-the-Top (OTT) market is highly diverse and competitive, with many international players and a small number of regional and local players. Google, Inc.; Amazon.com; Facebook, Roku Inc.; Apple Inc.; Netflix; Hulu; Disney+ Hotstar are just a few of the market's major players.

RECENT ADVANCES IN THE GLOBAL OVER-THE-TOP (OTT) MARKET

• In October 2020 - Netflix Inc. has collaborated with Microsoft to assist coders in their Data Science and AI learning journey. Microsoft initiated the Global Skills Initiative, with the aim of assisting 25 million people worldwide in developing new technical skills. It also released new modules inspired by the new Netflix original "Over the Moon." It will guide the consumer through the fundamentals of computer science, machine learning, and artificial intelligence.
• In September 2020 - Google revealed the creation of YouTube Shorts, a new way to view and make videos on YouTube. Shorts is a modern short-form content experience for designers and artists who want to film short, catchy videos on their phones.
• In July 2019, DAZN, a dedicated sports OTT provider, announced intentions to purchase National Football League (NFL) rights in the United States, while Amazon purchased Thursday Night Football streaming rights on its Prime Video site.
• In January 2019, SaskTel, a provincial operator headquartered in Canada, has announced the extension of its IPTV service maxTV Stream to 11 more communities in the province. This new service blends conventional television's best elements with more modern features and the most recent over-the-top programming from Netflix and YouTube. Such policies are projected to boost the country's appetite for OTT services.

CHAPTER 1.    INTRODUCTION
1.1.    KEY OBJECTIVES OF THE STUDY
1.2.    MARKET SCOPE & DEFINITION
1.2.1.    MARKET SEGMENTATION
1.3.    REPORT DESCRIPTION
1.4.    LIMITATIONS
1.5.    STAKEHOLDERS FOR PRIMARY INTERVIEWS

CHAPTER 2.    RESEARCH METHODOLOGY
2.1.    DATA EXPLORATION
2.1.1.    PRIMARY DATA
2.1.1.1.    DATA SOURCES
2.1.1.2.    KEY DATA COLLECTED
2.1.2.    SECONDARY DATA
2.1.2.1.    DATA SOURCES
2.1.2.2.    KEY DATA COLLECTED
2.2.    MARKET SIZE ESTIMATION
2.2.1.    TOP-DOWN APPROACH
2.2.2.    BOTTOM-UP APPROACH
2.3.    DATA BREAKDOWN & TRIANGULATION
2.4.    ASSUMPTIONS & FORECAST PARAMETERS

CHAPTER 3.    EXECUTIVE SUMMARY

CHAPTER 4.    THINKWISE INTELLIGENCE EXCLUSIVE INSIGHTS
4.1.    MARKET ATTRACTIVENESS, BY CONTENT TYPE
4.2.    MARKET ATTRACTIVENESS, BY PLATFORM
4.3.    MARKET ATTRACTIVENESS, BY REVENUE MODEL
4.4.    MARKET ATTRACTIVENESS, BY REGION

CHAPTER 5.    MARKET OVERVIEW
5.1.    INTRODUCTION
5.2.    GROWTH IMPACT FORCES
5.2.1.    DRIVERS
5.2.2.    RESTRAINTS
5.2.3.    OPPORTUNITIES
5.2.4.    THREATS
5.3.    MARKET ECOSYSTEM & VALUE CHAIN
5.3.1.    ECOSYSTEM ANALYSIS
5.3.1.1.    IMPACT OF COVID-19 ON THE MARKET ECOSYSTEM
5.3.2.    VALUE CHAIN ANALYSIS
5.3.2.1.    IMPACT OF COVID-19 ON THE MARKET VALUE CHAIN
5.4.    INNOVATION & SUSTAINABILITY MATRICES
5.4.1.    PATENT MATRIX
5.4.2.    REGULATORY MATRIX
5.5.    PRICE MATRIX
5.5.1.    IMPACT OF COVID-19 ON PRICING
5.5.2.    PRICING ANALYSIS
5.5.2.1.    BY CONTENT TYPE
5.5.2.2.    BY PLATFORM
5.5.2.3.    BY REVENUE MODEL
5.5.2.4.    BY REGION
5.6.    PORTER’S FIVE FORCES ANALYSIS
5.6.1.    BARGAINING POWER OF SUPPLIERS
5.6.2.    BARGAINING POWER OF CONSUMERS
5.6.3.    THREAT OF SUBSTITUTES
5.6.4.    THREAT OF NEW-ENTRANTS
5.6.5.    COMPETITIVE RIVALRY INTENSITY
5.7.    PESTLE ANALYSIS
5.7.1.    POLITICAL
5.7.2.    ECONOMICAL
5.7.3.    SOCIAL
5.7.4.    TECHNOLOGICAL
5.7.5.    ENVIRONMENTAL
5.8.    IMPACT OF COVID-19 ON GLOBAL OVER-THE-TOP (OTT) MARKET
5.8.1.    PRE-COVID MARKET SCENARIO
5.8.2.    POST-COVID MARKET SCENARIO

CHAPTER 6.    GLOBAL OVER-THE-TOP (OTT) MARKET ANALYSIS, BY CONTENT TYPE
6.1.    INTRODUCTION
6.1.1.    SMART DEVICES
6.1.2.    SET TOP BOX
6.1.3.    LAPTOP
6.1.4.    GAMING CONSOLES
6.1.5.    TABLET & DESKTOP

CHAPTER 7.    GLOBAL OVER-THE-TOP (OTT) MARKET ANALYSIS, BY END-USE INDUSTRY
7.1.    INTRODUCTION
7.1.1.    TVOD
7.1.2.    AVOD
7.1.3.    SVOD
7.1.4.    OTHERS

CHAPTER 8.    GLOBAL OVER-THE-TOP (OTT) MARKET ANALYSIS, BY REGION
8.1.    INTRODUCTION
8.1.1.    NORTH AMERICA
8.1.1.1.    UNITED STATES (U.S.)
8.1.1.2.    CANADA
8.1.1.3.    MEXICO
8.1.2.    SOUTH AMERICA
8.1.2.1.    ARGENTINA
8.1.2.2.    BRAZIL
8.1.2.3.    COLOMBIA
8.1.2.4.    REST OF SOUTH AMERICA
8.1.3.    EUROPE
8.1.3.1.    GERMANY
8.1.3.2.    FRANCE
8.1.3.3.    UNITED KINGDOM (UK)
8.1.3.4.    RUSSIA
8.1.3.5.    SPAIN
8.1.3.6.    ITALY
8.1.3.7.    SWITZERLAND
8.1.3.8.    REST OF EUROPE
8.1.4.    ASIA-PACIFIC
8.1.4.1.    CHINA
8.1.4.2.    JAPAN
8.1.4.3.    INDIA
8.1.4.4.    SOUTH KOREA
8.1.4.5.    AUSTRALIA
8.1.4.6.    INDONESIA
8.1.4.7.    SINGAPORE
8.1.4.8.    MALAYSIA
8.1.4.9.    REST OF ASIA-PACIFIC
8.1.5.    MIDDLE EAST
8.1.5.1.    EGYPT
8.1.5.2.    KUWAIT
8.1.5.3.    SAUDI ARABIA
8.1.5.4.    UNITED ARAB EMIRATES (UAE)
8.1.5.5.    REST OF MIDDLE EAST
8.1.6.    AFRICA
8.1.6.1.    EGYPT
8.1.6.2.    NIGERIA
8.1.6.3.    SOUTH AFRICA
8.1.6.4.    REST OF AFRICA

CHAPTER 9.    COMPETITIVE LANDSCAPE
9.1.    TOP WINNING STRATEGIES
9.1.1.    BY STRATEGY
9.1.2.    BY REGION
9.1.3.    BY YEAR
9.2.    COMPETITIVE HEATMAP
9.3.    PRODUCT BENCHMARKING
9.4.    STRATEGIC BENCHMARKING
9.4.1.    MERGERS & ACQUISITIONS
9.4.2.    STRATEGIC PARTNERSHIPS & COLLABORATIONS

CHAPTER 10.    PLAYER BENCHMARKING
10.1.    AMAZON WEB SERVICES (AWS)
10.1.1.    BUSINESS OVERVIEW
10.1.2.    PRODUCT OFFERINGS
10.1.3.    FINANCIAL OVERVIEW
10.1.4.    STRATEGIC BENCHMARKING
10.1.5.    SWOT ANALYSIS
10.2.    NETFLIX
10.2.1.    BUSINESS OVERVIEW
10.2.2.    PRODUCT OFFERINGS
10.2.3.    FINANCIAL OVERVIEW
10.2.4.    STRATEGIC BENCHMARKING
10.2.5.    SWOT ANALYSIS
10.3.    HULU, LLC
10.3.1.    BUSINESS OVERVIEW
10.3.2.    PRODUCT OFFERINGS
10.3.3.    FINANCIAL OVERVIEW
10.3.4.    STRATEGIC BENCHMARKING
10.3.5.    SWOT ANALYSIS
10.4.    GOOGLE LLC
10.4.1.    BUSINESS OVERVIEW
10.4.2.    PRODUCT OFFERINGS
10.4.3.    FINANCIAL OVERVIEW
10.4.4.    STRATEGIC BENCHMARKING
10.4.5.    SWOT ANALYSIS
10.5.    APPLE INC.
10.5.1.    BUSINESS OVERVIEW
10.5.2.    PRODUCT OFFERINGS
10.5.3.    FINANCIAL OVERVIEW
10.5.4.    STRATEGIC BENCHMARKING
10.5.5.    SWOT ANALYSIS
10.6.    FACEBOOK
10.6.1.    BUSINESS OVERVIEW
10.6.2.    PRODUCT OFFERINGS
10.6.3.    FINANCIAL OVERVIEW
10.6.4.    STRATEGIC BENCHMARKING
10.6.5.    SWOT ANALYSIS
10.7.    TELESTRA
10.7.1.    BUSINESS OVERVIEW
10.7.2.    PRODUCT OFFERINGS
10.7.3.    FINANCIAL OVERVIEW
10.7.4.    STRATEGIC BENCHMARKING
10.7.5.    SWOT ANALYSIS
10.8.    RAKUTEN INC.
10.8.1.    BUSINESS OVERVIEW
10.8.2.    PRODUCT OFFERINGS
10.8.3.    FINANCIAL OVERVIEW
10.8.4.    STRATEGIC BENCHMARKING
10.8.5.    SWOT ANALYSIS
10.9.    MICROSOFT CORPORATION
10.9.1.    BUSINESS OVERVIEW
10.9.2.    PRODUCT OFFERINGS
10.9.3.    FINANCIAL OVERVIEW
10.9.4.    STRATEGIC BENCHMARKING
10.9.5.    SWOT ANALYSIS
10.10.    TENCENT HOLDINGS LTD.
10.10.1.    BUSINESS OVERVIEW
10.10.2.    PRODUCT OFFERINGS
10.10.3.    FINANCIAL OVERVIEW
10.10.4.    STRATEGIC BENCHMARKING
10.10.5.    SWOT ANALYSIS

CHAPTER 11.    APPENDIX
11.1.    PREMIUM INSIGHTS FROM INDUSTRY EXPERTS
11.2.    RELATED REPORTS