OTT(Over The Top) 디바이스 및 서비스 시장 : 시장 규모, 점유율, 동향 분석 보고서 - 유형별, 디바이스별, 서비스 유형별, OTT 비즈니스 모델별, 플랫폼별, 지역별, 부문별 예측(2025-2033년)

Over The Top Devices And Services Market Summary

The global over the top devices and services market size was estimated at USD 298.84 billion in 2024 and is projected to reach USD 1,425.63 billion by 2033, growing at a CAGR of 18.6% from 2025 to 2033. The market growth is primarily driven by the increasing penetration of high-speed internet, rising demand for personalized and on-demand content, growing adoption of smart TVs and connected devices, continuous advancements in streaming technology and compression algorithms, and the expansion of original content production by OTT service providers to attract and retain subscribers.

The market growth is primarily driven by the rising consumer preference for on-demand content and the global proliferation of internet-connected devices. The rapid adoption of smart TVs, streaming sticks, and mobile devices is enabling seamless access to OTT services, bypassing traditional cable and satellite models. The growing availability of localized content, personalized recommendations powered by AI, and flexible subscription models is attracting a diverse audience base. Integration with smart home ecosystems and voice-activated assistants is also expanding the functionality and appeal of OTT platforms, significantly contributing to market expansion.

The rapid shift in consumer viewing preferences from traditional cable to on-demand digital content is a primary growth driver of the Over The Top (OTT) Devices and Services industry. Audiences, especially millennials and Gen Z, are favoring flexible, subscription-based or ad-supported platforms that allow them to watch content anytime. This consumer behavior is compelling to broadcasters, content producers, and tech companies to invest heavily in OTT services, increasing content variety and accessibility, and ultimately expanding the market footprint.

Additionally, the proliferation of smart TVs, streaming sticks, and connected devices is significantly bolstering market growth. Falling prices of internet-enabled televisions and streaming hardware from players like Roku, Amazon, and Google, more households are accessing OTT platforms with ease. These devices offer intuitive user interfaces, voice-controlled navigation, and seamless app integration, making OTT content more attractive and widely consumed across demographic segments, thereby fueling the growth of the over the top devices and services industry.

Furthermore, the rise in exclusive content and original programming by OTT platforms is a strong catalyst for market expansion. Services such as Netflix, Disney+, and Amazon Prime Video are heavily investing in localized and original content to capture specific regional markets and enhance user retention. This content differentiation strategy strengthens brand loyalty and drives new subscriptions, fueling over the top devices and services industry growth.

Moreover, advancements in network infrastructure, including the rollout of 5G and high-speed fiber optics, are dramatically improving the streaming experience. Low-latency, high-bandwidth internet is enabling smooth playback of high-definition and ultra-HD content, including 4K and 8K formats. This enhanced user experience is encouraging longer viewing durations and increased platform engagement, contributing significantly to the expansion of the OTT devices and services market.

Global Over The Top Devices And Services Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest technological trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the over the top devices and servicesmarket report based type, device, service type, OTT business models, platform, and region:

• Type Outlook (Revenue, USD Billion, 2021 - 2033)
• OTT Services
• OTT Devices
• Device Outlook (Revenue, USD Billion; Volume, Million Units, 2021 - 2033)
• Streaming Media Players
• Streaming Sticks
• Service Type Outlook (Revenue, USD Billion, 2021 - 2033)
• OTT Media Services
• OTT Communication Services
• OTT Business Model Outlook (Revenue, USD Billion, 2021 - 2033)
• AVOD (Ad-based Video on Demand)
• SVOD (Subscription Video on Demand)
• TVOD (Transactional Video on Demand)
• Platform Outlook (Revenue, USD Billion, 2021 - 2033)
• Smart Phones
• Smart TVs & Set-top Box
• Desktop & Laptop
• Others
• Regional Outlook (Revenue, USD Billion, 2021- 2033)
• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Netherlands
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
• Latin America
  • Brazil
  • Mexico
• Middle East & Africa
  • Saudi Arabia
  • South Africa

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation and Scope
• 1.2. Market Definitions
  • 1.2.1. Information analysis
  • 1.2.2. Market formulation & data visualization
  • 1.2.3. Data validation & publishing
• 1.3. Research Scope and Assumptions
  • 1.3.1. List of Data Sources

Chapter 2. Executive Summary

• 2.1. Market Outlook
• 2.2. Segment Outlook
• 2.3. Competitive Insights

Chapter 3. Over The Top Devices And Services Market Variables, Trends, & Scope

• 3.1. Market Lineage Outlook
• 3.2. Market Dynamics
  • 3.2.1. Market Driver Analysis
  • 3.2.2. Market Restraint Analysis
  • 3.2.3. Deployment Challenge
• 3.3. Over The Top Devices And Services Market Analysis Tools
  • 3.3.1. Deployment Analysis - Porter's
    • 3.3.1.1. Bargaining power of the suppliers
    • 3.3.1.2. Bargaining power of the buyers
    • 3.3.1.3. Threats of substitution
    • 3.3.1.4. Threats from new entrants
    • 3.3.1.5. Competitive rivalry
  • 3.3.2. PESTEL Analysis
    • 3.3.2.1. Political landscape
    • 3.3.2.2. Economic landscape
    • 3.3.2.3. Social landscape
    • 3.3.2.4. Technological landscape
    • 3.3.2.5. Environmental landscape
    • 3.3.2.6. Legal landscape

Chapter 4. Over The Top Devices And Services Market: Type Estimates & Trend Analysis

• 4.1. Segment Dashboard
• 4.2. Over The Top Devices And Services Market: Type Movement Analysis, 2024 & 2033 (USD Billion)
• 4.3. OTT Services
  • 4.3.1. OTT Services Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.4. OTT Devices
  • 4.4.1. OTT Devices Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 5. Over The Top Devices And Services Market: Device Estimates & Trend Analysis

• 5.1. Segment Dashboard
• 5.2. Over The Top Devices And Services Market: Device Movement Analysis, 2024 & 2033 (USD Billion; Volume, Million Units)
• 5.3. Streaming Media Players
  • 5.3.1. Streaming Media Players Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion, Volume, Million Units)
• 5.4. Streaming Sticks
  • 5.4.1. Streaming Sticks Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion, Volume, Million Unit)

Chapter 6. Over The Top Devices And Services Market: Service Type Estimates & Trend Analysis

• 6.1. Segment Dashboard
• 6.2. Over The Top Devices And Services Market: Service Type Movement Analysis, 2024 & 2033 (USD Billion)
• 6.3. OTT Media Services
  • 6.3.1. OTT Media Services Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.4. OTT Communication Services
  • 6.4.1. OTT Communication Services Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 7. Over The Top Devices And Services Market: OTT Business Model Estimates & Trend Analysis

• 7.1. Segment Dashboard
• 7.2. Over The Top Devices And Services Market: OTT Business Model Movement Analysis, 2024 & 2033 (USD Billion)
• 7.3. AVOD (Ad-based Video on Demand)
  • 7.3.1. AVOD (Ad-based Video on Demand) Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.4. SVOD (Subscription Video on Demand)
  • 7.4.1. SVOD (Subscription Video on Demand) Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.5. TVOD (Transactional Video on Demand)
  • 7.5.1. TVOD (Transactional Video on Demand) Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 8. Over The Top Devices And Services Market: Platform Estimates & Trend Analysis

• 8.1. Segment Dashboard
• 8.2. Over The Top Devices And Services Market: Platform Movement Analysis, 2024 & 2033 (USD Billion)
• 8.3. Smart Phones
  • 8.3.1. Smart Phones Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 8.4. Smart TVs & Set-top Box
  • 8.4.1. Smart TVs & Set-top Box Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 8.5. Desktop & Laptop
  • 8.5.1. Desktop & Laptop Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 8.6. Others
  • 8.6.1. Others Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 9. Regional Estimates & Trend Analysis

• 9.1. Over The Top Devices And Services Market by Region, 2024 & 2033
• 9.2. North America
  • 9.2.1. North America Over The Top Devices And Services Market Estimates & Forecasts, 2021 - 2033 (USD Billion)
  • 9.2.2. U.S.
    • 9.2.2.1. Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.2.3. Canada
    • 9.2.3.1. Canada Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 9.3. Europe
  • 9.3.1. Europe Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.2. UK
    • 9.3.2.1. UK Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.3. Germany
    • 9.3.3.1. Germany Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.4. France
    • 9.3.4.1. France Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.5. Spain
    • 9.3.5.1. Spain Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.6. Italy
    • 9.3.6.1. Italy Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.3.7. Netherlands
    • 9.3.7.1. Netherlands Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 9.4. Asia Pacific
  • 9.4.1. Asia Pacific Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.4.2. China
    • 9.4.2.1. China Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.4.3. Japan
    • 9.4.3.1. Japan Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.4.4. India
    • 9.4.4.1. India Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.4.5. South Korea
    • 9.4.5.1. South Korea Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.4.6. Australia
    • 9.4.6.1. Australia Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 9.5. Latin America
  • 9.5.1. Latin America Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.5.2. Brazil
    • 9.5.2.1. Brazil Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.5.3. Mexico
    • 9.5.3.1. Mexico Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 9.6. Middle East and Africa
  • 9.6.1. Middle East and Africa Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.6.2. Saudi Arabia
    • 9.6.2.1. Saudi Arabia Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 9.6.3. South Africa
    • 9.6.3.1. South Africa Over The Top Devices And Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 10. Competitive Landscape

• 10.1. Company Categorization
• 10.2. Company Market Positioning
• 10.3. Company Heat Map Analysis
• 10.4. Company Profiles/Listing
  • 10.4.1. Netflix, Inc.
    • 10.4.1.1. Participant's Overview
    • 10.4.1.2. Financial Performance
    • 10.4.1.3. Service Benchmarking
    • 10.4.1.4. Strategic Initiatives
  • 10.4.2. Amazon.com, Inc.
    • 10.4.2.1. Participant's Overview
    • 10.4.2.2. Financial Performance
    • 10.4.2.3. Service Benchmarking
    • 10.4.2.4. Strategic Initiatives
  • 10.4.3. Disney + Hotstar
    • 10.4.3.1. Participant's Overview
    • 10.4.3.2. Financial Performance
    • 10.4.3.3. Service Benchmarking
    • 10.4.3.4. Strategic Initiatives
  • 10.4.4. Apple, Inc.
    • 10.4.4.1. Participant's Overview
    • 10.4.4.2. Financial Performance
    • 10.4.4.3. Service Benchmarking
    • 10.4.4.4. Strategic Initiatives
  • 10.4.5. Warner Bros. Discovery, Inc.
    • 10.4.5.1. Participant's Overview
    • 10.4.5.2. Financial Performance
    • 10.4.5.3. Service Benchmarking
    • 10.4.5.4. Strategic Initiatives
  • 10.4.6. Hulu, LLC
    • 10.4.6.1. Participant's Overview
    • 10.4.6.2. Financial Performance
    • 10.4.6.3. Service Benchmarking
    • 10.4.6.4. Strategic Initiatives
  • 10.4.7. Tencent Holdings Ltd.
    • 10.4.7.1. Participant's Overview
    • 10.4.7.2. Financial Performance
    • 10.4.7.3. Service Benchmarking
    • 10.4.7.4. Strategic Initiatives
  • 10.4.8. Roku, Inc.
    • 10.4.8.1. Participant's Overview
    • 10.4.8.2. Financial Performance
    • 10.4.8.3. Service Benchmarking
    • 10.4.8.4. Strategic Initiatives
  • 10.4.9. Akamai Technologies
    • 10.4.9.1. Participant's Overview
    • 10.4.9.2. Financial Performance
    • 10.4.9.3. Service Benchmarking
    • 10.4.9.4. Strategic Initiatives
  • 10.4.10. Baidu, Inc.
    • 10.4.10.1. Participant's Overview
    • 10.4.10.2. Financial Performance
    • 10.4.10.3. Service Benchmarking
    • 10.4.10.4. Strategic Initiatives