OTT 서비스 시장 : 구성요소, 사용자 유형, 수익 모델, 디바이스 유형별 - 세계 예측(2025-2030년)

The Over-The-Top Services Market was valued at USD 194.00 billion in 2023, expected to reach USD 218.24 billion in 2024, and is projected to grow at a CAGR of 12.86%, to USD 452.50 billion by 2030.

Over-The-Top (OTT) services encompass a range of media services offered directly to viewers via the internet, bypassing traditional cable or satellite television platforms. The need for OTT is driven by increasing demand for personalized, on-demand content accessible across devices, including smartphones, tablets, and smart TVs. Its applications span entertainment to education, with end-use scope covering individual consumers, educational institutions, and businesses incorporating OTT for various purposes like streaming, communication, and media delivery. The OTT market is influenced by factors such as advances in high-speed internet access, growing mobile usage, and shifts in consumer preference towards subscription-based and ad-supported video services. Additionally, innovations in content monetization and recommendation algorithms enhance user engagement, bolstering market growth. Thelatest opportunities include expanding into emerging regions with untapped user bases and partnering with telecom and tech companies for bundled offerings. Efforts to produce localized content could also capture diverse consumer segments. However, challenges such as stringent regulatory frameworks, intense competition, high content creation costs, and piracy pose significant growth barriers. Companies need to focus on delivering high-quality, unique, and engaging content while ensuring efficient licensing and rights management to mitigate these hurdles. Research and innovation opportunities lie in enhancing user experience through artificial intelligence, targeted advertising, and interactive content features. Investment in adaptive bitrate streaming and efficient data management can also ensure seamless service delivery. Moreover, tapping into nascent technologies such as VR and AR for immersive experiences presents a pathway for differentiation. Observing consumer behavior patterns and leveraging data analytics to forecast trends can offer actionable insights into evolving market dynamics. The OTT services market, characterized by rapid growth and competition, requires agile strategies and continuous innovation to capitalize on existing and emerging opportunities, thus sustaining momentum in a crowded digital ecosystem.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving Over-The-Top Services Market

The Over-The-Top Services Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Proliferation of online streaming video channel coupled with surging SVOD
  • Ongoing trend of OTT platforms in emerging markets
  • High demand owing to flexibility and ease of use for great customer service
• Market Restraints
  • Concern associated with data infrastructure and latency issues
• Market Opportunities
  • Ongoing technological advancements in OTT platforms
  • Emerging adoption of OTT services across finance and education sector
• Market Challenges
  • Security of user database and privacy of content consumption

Porter's Five Forces: A Strategic Tool for Navigating the Over-The-Top Services Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the Over-The-Top Services Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the Over-The-Top Services Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the Over-The-Top Services Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the Over-The-Top Services Market

A detailed market share analysis in the Over-The-Top Services Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the Over-The-Top Services Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the Over-The-Top Services Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the Over-The-Top Services Market

A strategic analysis of the Over-The-Top Services Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the Over-The-Top Services Market, highlighting leading vendors and their innovative profiles. These include Akamai Technologies, Inc., Alphabet Inc., ALTBalaji, Amazon Inc., Apple Inc., Bharti Airtel Limited, Brightcove, Inc., BT Group, Catchplay, Cisco Systems, Inc., DirecTV Stream, Disney+ Hotstar, EchoStar Corporation, ErosNow, ESPN+, Flicknexs, Freesat Limited, FuboTV Inc., Gospell Digital Technology Co., Ltd., Haivision Inc., HBO Max, Hulu, LLC, iflix Ltd., iQIYI, Inc., Kakao Corp., Kaltura, Inc., Microsoft Corporation, Mobiotics, Muvi LLC, NBCUniversal Media, LLC, Netflix, Inc., Novi Digital Entertainment Pvt. Ltd., Peacock TV LLC, PlayBox Technology (UK) Ltd., Rakuten Viki, Rakuten, Inc., Roku Inc., Setplex LLC, Sling TV, Sony Pictures Networks India, Starz, Telstra Corporation Ltd., Tencent Holdings Ltd., TVF Play by Contagious Online Media Network Pvt. Ltd., Uscreen, Ventuno Technologies Pvt. Ltd., Viacom18 Media Private Limited, Vimeo Live, Wowza Media Systems, LLC, and Zee5 by Zee Entertainment Enterprises Ltd..

Market Segmentation & Coverage

This research report categorizes the Over-The-Top Services Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Component, market is studied across Services and Solution.
• Based on User Type, market is studied across Commercial and Personal.
• Based on Revenue Model, market is studied across Advertisement, Hybrid, and Subscription.
• Based on Device Type, market is studied across Gaming Consoles, Laptops, Desktops, & Tablets, Set-Top Box, Smart TVs, and Smartphones.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Proliferation of online streaming video channel coupled with surging SVOD
    • 5.1.1.2. Ongoing trend of OTT platforms in emerging markets
    • 5.1.1.3. High demand owing to flexibility and ease of use for great customer service
  • 5.1.2. Restraints
    • 5.1.2.1. Concern associated with data infrastructure and latency issues
  • 5.1.3. Opportunities
    • 5.1.3.1. Ongoing technological advancements in OTT platforms
    • 5.1.3.2. Emerging adoption of OTT services across finance and education sector
  • 5.1.4. Challenges
    • 5.1.4.1. Security of user database and privacy of content consumption
• 5.2. Market Segmentation Analysis
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Over-The-Top Services Market, by Component

• 6.1. Introduction
• 6.2. Services
• 6.3. Solution

7. Over-The-Top Services Market, by User Type

• 7.1. Introduction
• 7.2. Commercial
• 7.3. Personal

8. Over-The-Top Services Market, by Revenue Model

• 8.1. Introduction
• 8.2. Advertisement
• 8.3. Hybrid
• 8.4. Subscription

9. Over-The-Top Services Market, by Device Type

• 9.1. Introduction
• 9.2. Gaming Consoles
• 9.3. Laptops, Desktops, & Tablets
• 9.4. Set-Top Box
• 9.5. Smart TVs
• 9.6. Smartphones

10. Americas Over-The-Top Services Market

• 10.1. Introduction
• 10.2. Argentina
• 10.3. Brazil
• 10.4. Canada
• 10.5. Mexico
• 10.6. United States

11. Asia-Pacific Over-The-Top Services Market

• 11.1. Introduction
• 11.2. Australia
• 11.3. China
• 11.4. India
• 11.5. Indonesia
• 11.6. Japan
• 11.7. Malaysia
• 11.8. Philippines
• 11.9. Singapore
• 11.10. South Korea
• 11.11. Taiwan
• 11.12. Thailand
• 11.13. Vietnam

12. Europe, Middle East & Africa Over-The-Top Services Market

• 12.1. Introduction
• 12.2. Denmark
• 12.3. Egypt
• 12.4. Finland
• 12.5. France
• 12.6. Germany
• 12.7. Israel
• 12.8. Italy
• 12.9. Netherlands
• 12.10. Nigeria
• 12.11. Norway
• 12.12. Poland
• 12.13. Qatar
• 12.14. Russia
• 12.15. Saudi Arabia
• 12.16. South Africa
• 12.17. Spain
• 12.18. Sweden
• 12.19. Switzerland
• 12.20. Turkey
• 12.21. United Arab Emirates
• 12.22. United Kingdom

13. Competitive Landscape

• 13.1. Market Share Analysis, 2023
• 13.2. FPNV Positioning Matrix, 2023
• 13.3. Competitive Scenario Analysis
  • 13.3.1. Cisco Powers Unrivaled Hybrid Work Experiences with Purpose-Built AI Innovations in Webex
  • 13.3.2. Akamai acquires Ondat to strengthen its cloud computing offerings
  • 13.3.3. Cisco to Acquire Valtix To Further Security Cloud Strategy
  • 13.3.4. Amazon's AWS cozies up to carriers, launches 2 services to build and operate networks in the cloud
  • 13.3.5. Akamai Unveils Akamai Connected Cloud and New Cloud Computing Services
  • 13.3.6. Paramount+ To Merge With Showtime in an Attempt to Increase Profitability
  • 13.3.7. LG Uplus poised to acquire homegrown OTT platform Watcha
  • 13.3.8. Disney pays US$900m for full ownership of streaming company BAMTech
  • 13.3.9. Mola expands SES partnership as operator grows OTT business
  • 13.3.10. Haivision Completes Acquisition of Aviwest
• 13.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Akamai Technologies, Inc.
• 2. Alphabet Inc.
• 3. ALTBalaji
• 4. Amazon Inc.
• 5. Apple Inc.
• 6. Bharti Airtel Limited
• 7. Brightcove, Inc.
• 8. BT Group
• 9. Catchplay
• 10. Cisco Systems, Inc.
• 11. DirecTV Stream
• 12. Disney+ Hotstar
• 13. EchoStar Corporation
• 14. ErosNow
• 15. ESPN+
• 16. Flicknexs
• 17. Freesat Limited
• 18. FuboTV Inc.
• 19. Gospell Digital Technology Co., Ltd.
• 20. Haivision Inc.
• 21. HBO Max
• 22. Hulu, LLC
• 23. iflix Ltd.
• 24. iQIYI, Inc.
• 25. Kakao Corp.
• 26. Kaltura, Inc.
• 27. Microsoft Corporation
• 28. Mobiotics
• 29. Muvi LLC
• 30. NBCUniversal Media, LLC
• 31. Netflix, Inc.
• 32. Novi Digital Entertainment Pvt. Ltd.
• 33. Peacock TV LLC
• 34. PlayBox Technology (UK) Ltd.
• 35. Rakuten Viki
• 36. Rakuten, Inc.
• 37. Roku Inc.
• 38. Setplex LLC
• 39. Sling TV
• 40. Sony Pictures Networks India
• 41. Starz
• 42. Telstra Corporation Ltd.
• 43. Tencent Holdings Ltd.
• 44. TVF Play by Contagious Online Media Network Pvt. Ltd.
• 45. Uscreen
• 46. Ventuno Technologies Pvt. Ltd.
• 47. Viacom18 Media Private Limited
• 48. Vimeo Live
• 49. Wowza Media Systems, LLC
• 50. Zee5 by Zee Entertainment Enterprises Ltd.