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Impact Analysis of Covid-19

The complete version of the Report will include the impact of the COVID-19, and anticipated change on the future outlook of the industry, by taking into the account the political, economic, social, and technological parameters.

Over-the-top (OTT) content is the delivery of audio, video, images, and other media over the Internet. OTT services are majorly related to communication & media and can be consumed at a lower cost than the traditional method of delivery. OTT content, services, and applications are being increasingly adopted in all segments of commerce and society. Consumers can avail video online instead of conventional television, online communications platform instead of traditional telephone services can download music and films that were once provided on physical media. Online video streaming service provides video content like TV shows and movies delivered through internet across different types of devices such as smartphones, tablets, desktops, laptops, and TVs.

The global OTT content market is estimated to be valued at US$ 101.2 billion in 2021 and is expected to exhibit a CAGR of 14.5 % over the forecast period (2021-2028).

Recent Developments:

In September 2021, Akamai Technologies, Inc, has launched, Learn Akamai, free on-demand learning platform that can help customers in achieving full value of Akamai solutions, easily.

In September 2020, Limelight Networks, Inc, enters into a partnership with SimulTV, to deliver more than 130 live, online channels worldwide.

In July 2021, Kerala government has announced to launch to launch their own over-the-top (OTT) platform. The state government has planning to launch this platform by November 1, 2021. 

Statistics:

Figure 1. Global OTT Content Market Value (US$ Bn), by Region, 2020

OTT Content  | Coherent Market Insights

North America held dominant position in the global OTT content market in 2020, accounting for 37.9% share in terms of Value, followed by APEJ and Western Europe, respectively.

Global OTT Content Market - Drivers

Growing penetration of high-speed broadband is expected to drive growth of the global OTT content market during the forecast period. The proliferation of high-speed internet has increased in the recent past. Easy access to high fidelity data networks with consistent speeds of 2-3 Mbps facilitates a buffer-free experience to users. According to Internet live stats in 2015, household broadband penetration in the U.S. was around 80%. Furthermore, Western economies such as France, Germany, and the U.K. are expected to witness similar penetration with emerging economies expected to reflect a stronger growth rate in the near future. According to Coherent Market Insights’ analysis, global broadband penetration was up from ~29% in 2010 to ~44% in 2015 and is expected to reach ~47% by 2016 end. According to the same source, 3G mobile broadband coverage is also extending rapidly, with global penetration increasing to 69% in 2015 from 45% in 2011.

Availability of new and advanced features in the smartphone is expected to propel the global OTT content market growth over the forecast period. Smartphone manufacturers are introducing novel and advanced features in smartphones, in order to cater to rising demand from consumers for a personalized experience. These features include an integrated camera, 4G LTE connectivity, powerful microprocessors, integrated sensors, and high battery autonomy. Furthermore, changing the social lifestyle of modern consumers where they consume a vast volume of videos, audio files, and data is expected to propel the global OTT content market growth over the forecast period.

Global OTT Content Market Opportunities

Mobile broadband is expected to boost mobile data revenues in the near future, owing to high growth mobile messaging and value-added services (VAS). This, in turn, will create potential opportunities for OTT service providers, especially in markets where mobile broadband penetration is low. In emerging markets, witnessing a surge in the penetration of smartphones and mobile data services, lowering data plan prices can play a crucial role in the expansion of the subscriber base. Moreover, more flexible and creative options for users to consume and pay for data usage can prove to be profitable.

Consumers are gradually preferring long-form video content with average bitrate per user increasing. Internet service providers are compelled to provide high-speed internet at reduced prices, in order to cater to increasing demand and at the same time remain competitive in the highly competitive Indian market. In India, the average page load time for a broadband connection is 3.9 seconds and for mobile it is 6.9 seconds. This is expected to reduce further, creating room for more video content viewing.

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OTT Content Market Report Coverage

Report Coverage Details
Base Year: 2020 Market Size in 2021: US$ 101.2 Bn
Historical Data for: 2017 to 2020 Forecast Period: 2021 to 2028
Forecast Period 2021 to 2028 CAGR: 14.5% 2021 Value Projection: US$ 276.2 Bn
Geographies covered:
  • North America: U.S., Canada, Mexico
  • Latin America: Brazil, Argentina, Mexico, and Rest of LATAM
  • Western Europe: Germany, France, U.K., Spain, Italy, NORDIC, Benelux, and Rest of WE.
  • Eastern Europe: Russia, Poland, and Rest of EE.
  • APEJ: India, China, ASEAN, ANZ, Japan and Rest of APAC
  • MEA: GCC, North Africa, South Africa and Rest of MEA. 
Segments covered:
  • By Content Type: Voice over IP (audio), Text and Images, Music Streaming, Video, Entertainment and infotainment, Food, Travel and Fashion, Gaming and Spiritual content, Sports & Live events
  • By Revenue Model: SVOD, AVOD, TVOD, Others
  • By Platform / Device Type: Desktop and Laptop, Gaming Consoles, OTT Streaming Devices, Smartphones and Tablets, Smart TVs, Others 
Companies covered:

Akamai Technologies, Apple Inc., Google Inc., LeEco, Netflix, Microsoft Corporation, Amazon, Inc., Facebook, Inc., IBM Corporation, and Limelight Networks

Growth Drivers:
  • Growing penetration of high-speed broadband
  • Availability of new and advanced features in the smartphone
Restraints & Challenges:
  • Presence of low bandwidth in emerging economies 
  • Challenges regarding online piracy

Market Trends

The market has witnessed the introduction of few third-party mobile applications providing innovative OTT content (VoD) features, owing to proliferation in demand for streaming video services (offering diverse content). Some popular mobile apps offering these services include Meerkat (Life On Air, Inc.), which enables users to broadcast live video streams via an iPhone through their Twitter account. Pickup (Pikdip Inc.), a subscription service offers a library of diverse ethnic entertainment. This was in line with increasing demand for greater diversity in the media content from consumers.

Key emerging economies in Latin America such as Mexico, Brazil, and Argentina have been recorded to account for highest volumes of mobile data traffic among all other emerging markets, which is, in turn, creating potential opportunities for OTT service providers such as Netflix and YouTube to maintain a competitive edge in these regions. According to Coherent Market Insights’ analysis, Latin America accounted for a total of 8.9 million 4G connections, with a vast majority being in Brazil, Mexico, and Argentina. Furthermore, according to the Cisco Visual Networking Index white paper 2015, mobile data traffic in the region was recorded at 200,900 TBs in 2014.

Figure 2. Global OTT Content Market Share, By Revenue Model, 2020

OTT Content  | Coherent Market Insights

Key Takeaways of the Graph:

  • The AVOD held dominant position in the market and accounted for 38.2% share in the global OTT content market in 2020. The segment is expected to reach US$ 33.6 billion in 2028. This is owing to more personalized ad recommendations as compared to SVOD, and TVOD.
  • In 2020, the Smartphones and Tablets accounted for the largest share of 41.3% in the global OTT content market and is expected to be valued US$ 113.22 billion by 2028, owing to the increasing penetration of smartphone and tablets.

Global OTT Content Market - Restraints

Presence of low bandwidth in emerging economies is expected to restrain growth of the global OTT content market during the forecast period. The quality of video streaming mainly depends upon bandwidth of the internet network. Presence of low bandwidth lowers the user experience, owing to interruption during video and audio streaming. Moreover, a decline in download speeds, longer time for streaming videos are some of the other issues faced due to low bandwidth. For instance, most countries in Southeast Asia have an average connection speed of less than 10 Mbps; India (2.5 Mbps), the Philippines (2.8 Mbps), Indonesia (3 Mbps), and China (3.7 Mbps). Only some countries in the region have average speeds exceeding 10Mbps. These include Singapore (12.9 Mbps) Japan (15 Mbps) and South Korea (20.5 Mbps).

Challenges regarding online piracy are expected to hinder the global OTT content market growth over the forecast period. Online piracy is one of the common issues faced by OTT content providers, especially in India. Since Indian OTT content providers generate large volumes of traffic through live streaming programs of Indian TV channels, the issues reading piracy of content remains a major challenge for OTT content providers. While piracy of packaged media (physical piracy) has declined in recent years, online piracy continues to increase. However, with the increased availability of high-speed data and users accessing legitimate OTT content, over a period of time the impact of piracy in the OTT space is expected to decrease.

Competitive Section

Key players operating in the global OTT content market are Akamai Technologies, Apple Inc., Google Inc., LeEco, Netflix, Microsoft Corporation, Amazon, Inc., Facebook, Inc., IBM Corporation, and Limelight Networks.

Key Developments

  1. Major companies in the market are focused on partnerships and collaborations, in order to gain a competitive edge in the market. For instance, in September 2019, Microsoft Corporation collaborated with Eros Now, where Eros Now will use Microsoft’s cloud platform Azure to build new features.
  2. Key players in the market are involved in product launches, in order to expand the product portfolio. For instance, in September 2019, Apple Inc. launched Apple TV+, an original video subscription service.

An over-the-line content delivery network (CDN) is a broadband internet service available directly to users through the Internet. OTT bypasses traditional cable, satellite, and radio stations, the kinds of businesses that used to be distributors or controllers of these media. CDN technology distributes large quantities of IP content over large distances, saving users money on traditional media costs and opening the door to a new world of online entertainment. OTT software developers and marketers can now "rent" space on CDN networks for streaming video, audio, and multimedia files and have it all delivered wirelessly over the Internet to any user with an Internet connection. Companies and organizations ranging from private citizens to international corporations are realizing that it is easier and more cost-effective to create a website for the purpose of delivering videos, music, images, and other media to consumers over the Internet rather than for them to visit a physical location where they can rent a television set or pay for satellite or cable television.

Market Dynamics

Increasing adoption of subscription video on demand (SVOD) in emerging markets is expected to boost the global OTT content market growth over the forecast period. Emerging economies India, China, and Indonesia have witnessed significant growth in the adoption of SVOD platforms with rising penetration of smartphones and high-speed internet at competitive prices. With streaming companies offering lucrative subscription services, consumers are gradually shifting from conventional television to SVOD. Hence, such factors are expected to boost the global OTT content market growth over the forecast period.

The ongoing shift towards commoditization of sporting & entertainment services is expected to accelerate growth of the global OTT content market in the near future.  

Key features of the study:

  • This report provides in-depth analysis of the OTT content market, and provides market size (US$ Billion) and compound annual growth rate (CAGR%) for the forecast period (2021–2028), considering 2020 as the base year
  • It elucidates potential revenue opportunities across different segments and explains attractive investment proposition matrices for this market
  • This study also provides key insights about market drivers, restraints, opportunities, new product launches or approval, market trends, regional outlook, and competitive strategies adopted by key players
  • It profiles key players in the global OTT content market based on the following parameters – company highlights, products portfolio, key highlights, financial performance, and strategies
  • Key companies covered as a part of this study include Akamai Technologies, Apple Inc., Google Inc., LeEco, Netflix, Microsoft Corporation, Amazon, Inc., Facebook, Inc., IBM Corporation, and Limelight Networks.
  • Insights from this report would allow marketers and the management authorities of the companies to make informed decisions regarding their future product launches, type up-gradation, market expansion, and marketing tactics
  • The global OTT content market report caters to various stakeholders in this industry including investors, suppliers, product manufacturers, distributors, new entrants, and financial analysts
  • Stakeholders would have ease in decision-making through various strategy matrices used in analyzing the global OTT content market

Detailed Segmentation:

  • Global OTT Content Market, By Content Typ:
    • Voice over IP (audio)
    • Text and Images
    • Music Streaming
    • Video
    • Entertainment and infotainment
    • Food, Travel and Fashion
    • Gaming and Spiritual content
    • Sports & Live events
  • Global OTT Content Market, By Revenue Model:
    • SVOD
    • AVOD
    • TVOD
    • Others
  • Global OTT Content Market, By Platform / Device Type:
    • Desktop and Laptop
    • Gaming Consoles
    • OTT Streaming Devices
    • Smartphones and Tablets
    • Smart TVs
    • Others

Table of Contents

  1. Research Objectives and Assumptions
    • Research Objectives
    • Assumptions
    • Abbreviations
  2. Market Purview
    • Report Description
      • Market Definition and Scope
    • Executive Summary
      • Market Snippet, By Content Type
      • Market Snippet, By Revenue Model
      • Market Snippet, By Platform / Device Type
      • Market Snippet, By Region
    • Coherent Opportunity Map (COM)
  3. Market Dynamics, Regulations, and Trends Analysis
    • Market Dynamics
      • Drivers
      • Restraints
      • Market Opportunities
    • Regulatory Scenario
    • Industry Trend
    • Merger and Acquisitions
    • New system Launch/Approvals
  4. Global OTT Content Market, By Content Type, 2017-2028 (US$ Billion)
    • Introduction
      • Market Share Analysis, 2020 and 2028 (%)
      • Segment Trends
    • Voice over IP (audio)
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Text and Images
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Music Streaming
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Video
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Entertainment and infotainment
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Naval Food, Travel and Fashion
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Gaming and Spiritual content
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Sports & Live events
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
  5. Global OTT Content Market, By Revenue Model, 2017-2028 (US$ Billion)
    • Introduction
      • Market Share Analysis, 2020 and 2028 (%)
      • Segment Trends
    • SVOD
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • AVOD
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • TVOD
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Others
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
  6. Global OTT Content Market, By Platform / Device Type, 2017-2028 (US$ Billion)
    • Introduction
      • Market Share Analysis, 2020 and 2028 (%)
      • Segment Trends
    • Desktop and Laptop
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Gaming Consoles
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • OTT Streaming Devices
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Smartphones and Tablets
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Smart TVs
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
    • Others
      • Introduction
      • Market Size and Forecast, 2017–2028, (US$ Billion)
  7. Global OTT Content Market, By Region, 2017-2028 (US$ Billion)
    • Introduction
      • Market Share Analysis, By Region, 2020 and 2028 (%)
    • North America
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • U.S.
        • Canada
    • Latin America
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • Brazil
        • Argentina
        • Mexico
        • Rest of LATAM
    • Western Europe
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • Germany
        • France
        • U.K.
        • Spain
        • Italy
        • NORDIAC
        • Benelux
        • Rest of WE
    • Eastern Europe
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • Russia
        • Poland 
        • Rest of EE
    • APEJ
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • China
        • India
        • ASEAN
        • ANZ
        • Rest of APAC
        • Japan
    • MEA
      • Regional Trends
      • Market Size and Forecast, By Content Type, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Revenue Model, 2017–2028 (US$ Billion)
      • Market Size and Forecast, By Platform / Device Type, 2017–2028 (US$ Billion)
      • Market Share Analysis, By Country, 2020 and 2028 (%)
        • GCC
        • North Africa
        • South Africa
        • Rest of MEA
  8. Competitive Landscape
    • Company Profiles
      • Akamai Technologies
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Apple Inc
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Google Inc
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • LeEco.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Netflix
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Microsoft Corporation.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Amazon, Inc
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Facebook, Inc.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • IBM Corporation.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
      • Limelight Networks.
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Key Strategies
        • Recent Developments/Updates
  9. Section
    • References
    • Research Methodology
    • About us and Sales Contact

*Browse OTT Content market data tables and XX figures on “Global OTT Content Market-forecast to 2028”.

FAQgrowicon

Frequently Asked Questions

The global OTT content market is expected to expand, exhibiting a CAGR of 14.5% over the forecast period (2021-2028)
North America region is expected to hold dominant position in the market.
Presence of low bandwidth in emerging economies is expected to restrain growth of the market during the forecast period.
Introduction of third-party mobile applications with innovative VoD features is one of the key trends in the market.
Growing penetration of high-speed broadband is expected to drive growth of the market during the forecast period.
Key players operating in the market are Akamai Technologies, Apple Inc., Google Inc., LeEco, Netflix, Microsoft Corporation, Amazon, Inc., Facebook, Inc., IBM Corporation, and Limelight Networks.
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