Video On Demand Market, By Solutions (Pay-TV VOD, Over-The-Top (OTT) Services, and Internet Protocol Television (IPTV)), By Application (Entertainment, Education and Training, Network Video Booths, and Others), By Distribution Technology (Transactional Video on Demand (TVOD), Subscription Video on Demand (SVOD), and Near-Video on Demand (NVOD)), By End User (Academic and Government, Banking, Financial Services, and Insurance (BFSI), Consumer Goods and Retail, and Others), and By Region - Global Industry Insights, Trends, Outlook, and Opportunity Analysis, 2018–2026

Video on Demand (VoD) is a system that permits users to select, watch, and listen to videos and audio content at their convenience with the help of Internet Protocol Television (IPTV) over broadband connection. Apple TV and Telstra T-Box are some of the most widely used video on demand services. IPTV service is responsible for converting television signals into computer data. Hence, IPTV provides information in IP format. So channels are programmed in IP format and the data is flowed to the television over a set top box or similar device that acts as a decoder. IPTV provides an extensive range of videos and accessibility to various devices, as well as enables users to control the time spent on watching videos.

Increasing adoption of digital media across the globe, attributed to the rising utilization of mobile devices and proliferation of high speed broadband connectivity, is driving growth of the video on demand market. For instance, in the U.S., digital media consumption is increased significantly due to the presence of leading digital media players such as Netflix, Hulu, Amazon, and Apple TV.

Growing adoption of mobile devices is expected to augment demand for digital media consumption, in turn driving growth of the global VOD market. According to Coherent Market Insights analysis, the global smartphone market witnessed growth of over 15% and over 2 billion mobiles were sold globally in 2016. Increasing adoption of mobile devices is consequently expected to increase the use internet access. For example, in India, the number of internet users grew by around 21% in 2016. This will in turn, provide consumers with information according to their choice, entertainment, and social activity, at any given place and time. According to Coherent Market Insights’ analysis, as of 2016, the global audio and video traffic accounted for over 80% of the global internet traffic.

Video on Demand Market Taxonomy

On the basis of solution, the global video on demand market is segmented into:

  • Pay-Tv VOD 
  • Over-The-Top (OTT) Services 
  • Internet Protocol Television (IPTV)

On the basis of application, the global video on demand market is segmented into:

  • Entertainment 
  • Education and Training 
  • Network Video Kiosks 
  • Online Commerce 
  • Digital Libraries 

On the basis of delivery technology, the global video on demand market is segmented into:

  • Transactional Video on Demand (TVOD) 
  • Subscription Video on Demand (SVOD) 
  • Near-Video on Demand (NVOD) 

On the basis of end user, the global video on demand market is segmented into:

  • Academic and Government 
  • Banking, Financial Services, and Insurance (BFSI) 
  • Consumer Goods and Retail 
  • Healthcare 
  • Manufacturing 
  • Hospitality 
  • Telecom and IT
  • Media and Entertainment 
  • Transport and Logistics 

Emerging economies are expected to offer significant potential for market growth, owing to rapid development of internet connectivity enabled infrastructure

The U.S., Western Europe, Japan, and few emerging economies such as China, are striving to develop 5G infrastructure. For instance, in June 2017, China Academy of Information and Communications Technology, forecasted the combined expenditure of the three domestic network operators to reach around 46 billion in 2023. 5G technology is expected to reach commercialization by 2022, specifically in developed economies. This is further expected to boost the existing video streaming market over the forecast period, for both, enterprise and recreational purposes.

Major players operating in the global video on demand market include Alcatel-Lucent, Fujitsu, ZTE Corporation, Ericsson, Huawei Technologies, Akamai Technologies, Inc., Avaya, Level 3 Communications, AT&T, and Cisco.

Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.


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Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
  • Multinational level desk research: The research team keeps a track of multinational players, global regulatory bodies, global trade associations, and global organization.

Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.
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Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization:

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
  • Macro-economic indicators
  • Environmental indicators
  • Socio-political indicators
  • Technology indicators

Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

  • Raw Material Suppliers
  • Manufacturers
  • System Integrators
  • Distributors
  • End-users

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