OTT 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측, 컨텐츠 유형별, 플랫폼별, 사용자 유형별, 최종 용도별, 지역별, 경쟁(2020-2030년)

The global Over-The-Top (OTT) market was valued at USD 542.34 billion in 2024 and is projected to reach USD 3,600.24 billion by 2030, growing at a CAGR of 20.25% during the forecast period. This rapid expansion of the OTT market is fueled by several key drivers. Increased access to high-speed internet and the widespread availability of affordable data plans have made streaming services more accessible to a global audience. Additionally, the demand for on-demand content has surged as consumers prefer the flexibility to watch movies, TV shows, and sports on various devices, anytime and anywhere. OTT platforms also benefit from offering cost-effective subscription models, often priced lower than traditional cable or satellite TV services. The production of exclusive, high-quality content by platforms such as Netflix, Amazon Prime, and Disney+ plays a significant role in attracting and retaining subscribers. Furthermore, the ongoing trend of cord-cutting, where consumers transition from traditional cable TV to OTT services, continues to drive the market, contributing to the shift toward digital entertainment consumption.

Key Market Drivers

Increased Internet Penetration:

Increased internet penetration is a significant factor contributing to the OTT market's rapid growth. As of 2024, the global number of internet users is estimated at 5.5 billion, up from 5.3 billion the previous year, representing 68% of the world's population. The expansion of internet access, especially in developing regions, has allowed seamless content streaming to reach both urban and rural areas. Enhanced internet infrastructure, including the rollout of 4G and 5G networks, has improved streaming quality by reducing buffering and enabling high-definition content delivery. With more individuals gaining internet access, OTT platforms can target a wider audience, expanding their subscriber base and market share. Affordable data plans and the increasing use of smartphones, smart TVs, and other connected devices allow consumers to access OTT services anywhere, anytime. This increased internet penetration supports the OTT model, which delivers content directly over the internet, eliminating the need for traditional cable or satellite TV subscriptions, and offering users more flexibility and control over their entertainment options.

Key Market Challenges

Rising Operational Costs:

Rising operational costs present a major challenge for the OTT market. As competition intensifies, OTT platforms are under pressure to continually produce high-quality, exclusive content to attract and retain subscribers. The cost of content creation, particularly for original programming, has escalated, with platforms like Netflix and Amazon Prime investing billions in producing movies, TV shows, and documentaries. This substantial investment requires significant financial resources and presents challenges in balancing content quality with profitability. In addition to content creation, platforms must invest in infrastructure, including content delivery networks (CDNs), cloud storage, and technology upgrades to ensure seamless streaming and accommodate growing user bases. Continuous investment in maintaining robust platforms, capable of supporting millions of users, adds to operational costs, along with customer service requirements. Content acquisition costs, including licensing popular films, TV shows, and sports events, can also be prohibitive. As more OTT platforms enter the market, competition for exclusive content escalates, driving costs even higher and making it difficult for smaller platforms to compete effectively. These rising operational costs challenge OTT platforms to maintain profitability while delivering valuable content and high-quality service to their subscribers, impacting pricing models and business sustainability.

Key Market Trends

Rising Popularity of Sports Streaming:

The growing popularity of sports streaming is one of the key trends shaping the OTT market. According to recent studies, the number of U.S. viewers who stream sports events at least once a month is projected to exceed 90 million by 2025, up from 57 million in 2021. As consumers continue to shift away from traditional cable TV, the demand for live sports content on digital platforms is growing. OTT services like ESPN+, DAZN, and YouTube TV are capitalizing on this trend by offering exclusive live sports events, leagues, and tournaments to a global audience. Unlike traditional broadcasting, OTT platforms allow fans to watch sports on-demand, across various devices, and without the need for a cable subscription. This trend is particularly evident in niche sports, with OTT platforms offering specialized content such as MMA, soccer, and esports, which may not receive extensive coverage on traditional channels. Additionally, the ability to stream live sports in high-definition and 4K has increased consumer interest in OTT services. The flexibility of OTT platforms also enables pay-per-view models and subscription packages tailored to specific sports or events, providing more affordable and convenient viewing options. As sports leagues like the NFL, NBA, and Premier League continue to sign exclusive broadcasting deals with OTT platforms, this trend is expected to expand further, making sports streaming a central feature of the OTT ecosystem and driving continued market growth.

Key Market Players

• Amazon.com, Inc.
• Eros Now Services
• Hulu, LLC
• Netflix Inc
• Kuraakani Online
• Telstra Corporation Limited
• Home Box Office, Inc.
• Apple Inc.
• NBCUniversal Media, LLC
• CBS Interactive Inc.

Report Scope:

This report segments the global Over-The-Top (OTT) market into the following categories, in addition to detailing the industry trends:

OTT Market by Content Type:

• Voice Over IP
• Text & Media
• Video

OTT Market by Platform:

• Smartphones
• Smart TV & Set-Top Box
• Desktop & Laptop
• Others

OTT Market by User Type:

• Individual/Home
• Small & Medium Enterprises
• Large Enterprises

OTT Market by End User:

• Media & Entertainment
• BFSI
• IT & Telecom
• Retail
• Healthcare
• Others

OTT Market by Region:

• North America
• United States
• Canada
• Mexico
• Asia-Pacific
• China
• Japan
• India
• Australia
• South Korea
• Indonesia
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• South America
• Argentina
• Colombia
• Brazil
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE
• Turkey

Competitive Landscape

Company Profiles: A detailed analysis of the major companies operating in the global OTT market.

Available Customizations:

TechSci Research offers customizations to the global OTT market report to meet a company's specific needs. The following customization options are available:

Company Information:

Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Product Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Market Overview
• 3.2. Market Forecast
• 3.3. Key Regions
• 3.4. Key Segments

4. Voice of Customers

• 4.1. Brand Awareness
• 4.2. Factor Influencing Purchase Decision

5. Global Over The Top (OTT) Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Content Type Market Share Analysis (Voice Over IP, Text & Media, Video)
  • 5.2.2. By Platform Market Share Analysis (Smart Phones, Smart TV & Set-Top Box, Desktop & Laptop, Others)
  • 5.2.3. By User Type Market Share Analysis (Individual/Home, Small & Medium Enterprises, Large Enterprises)
  • 5.2.4. By End User Market Share Analysis (Media & Entertainment, BFSI, IT & Telecom, Retail, Healthcare, Others)
  • 5.2.5. By Regional Market Share Analysis
    • 5.2.5.1. North America Market Share Analysis
    • 5.2.5.2. Europe Market Share Analysis
    • 5.2.5.3. Asia Pacific Market Share Analysis
    • 5.2.5.4. Middle East & Africa Market Share Analysis
    • 5.2.5.5. South America Market Share Analysis
  • 5.2.6. By Top 5 Companies Market Share Analysis, Others (2024)
• 5.3. Global Over The Top (OTT) Market Mapping & Opportunity Assessment
  • 5.3.1. By Content Type Market Mapping & Opportunity Assessment
  • 5.3.2. By Platform Market Mapping & Opportunity Assessment
  • 5.3.3. By User Type Market Mapping & Opportunity Assessment
  • 5.3.4. By End User Market Mapping & Opportunity Assessment
  • 5.3.5. By Regional Market Mapping & Opportunity Assessment

6. North America Over The Top (OTT) Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Content Type Market Share Analysis
  • 6.2.2. By Platform Market Share Analysis
  • 6.2.3. By User Type Market Share Analysis
  • 6.2.4. By End User Market Share Analysis
  • 6.2.5. By Country Market Share Analysis
• 6.3. North America: Country Analysis
  • 6.3.1. United States Over The Top (OTT) Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Content Type Market Share Analysis
      • 6.3.1.2.2. By Platform Market Share Analysis
      • 6.3.1.2.3. By User Type Market Share Analysis
      • 6.3.1.2.4. By End User Market Share Analysis
  • 6.3.2. Canada Over The Top (OTT) Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Content Type Market Share Analysis
      • 6.3.2.2.2. By Platform Market Share Analysis
      • 6.3.2.2.3. By User Type Market Share Analysis
      • 6.3.2.2.4. By End User Market Share Analysis
  • 6.3.3. Mexico Over The Top (OTT) Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Content Type Market Share Analysis
      • 6.3.3.2.2. By Platform Market Share Analysis
      • 6.3.3.2.3. By User Type Market Share Analysis
      • 6.3.3.2.4. By End User Market Share Analysis

7. Asia Pacific Over The Top (OTT) Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Content Type Market Share Analysis
  • 7.2.2. By Platform Market Share Analysis
  • 7.2.3. By User Type Market Share Analysis
  • 7.2.4. By End User Market Share Analysis
  • 7.2.5. By Country Market Share Analysis
• 7.3. Asia Pacific: Country Analysis
  • 7.3.1. China Over The Top (OTT) Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Content Type Market Share Analysis
      • 7.3.1.2.2. By Platform Market Share Analysis
      • 7.3.1.2.3. By User Type Market Share Analysis
      • 7.3.1.2.4. By End User Market Share Analysis
  • 7.3.2. Japan Over The Top (OTT) Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Content Type Market Share Analysis
      • 7.3.2.2.2. By Platform Market Share Analysis
      • 7.3.2.2.3. By User Type Market Share Analysis
      • 7.3.2.2.4. By End User Market Share Analysis
  • 7.3.3. India Over The Top (OTT) Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Content Type Market Share Analysis
      • 7.3.3.2.2. By Platform Market Share Analysis
      • 7.3.3.2.3. By User Type Market Share Analysis
      • 7.3.3.2.4. By End User Market Share Analysis
  • 7.3.4. Australia Over The Top (OTT) Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Content Type Market Share Analysis
      • 7.3.4.2.2. By Platform Market Share Analysis
      • 7.3.4.2.3. By User Type Market Share Analysis
      • 7.3.4.2.4. By End User Market Share Analysis
  • 7.3.5. South Korea Over The Top (OTT) Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Content Type Market Share Analysis
      • 7.3.5.2.2. By Platform Market Share Analysis
      • 7.3.5.2.3. By User Type Market Share Analysis
      • 7.3.5.2.4. By End User Market Share Analysis
  • 7.3.6. Indonesia Over The Top (OTT) Market Outlook
    • 7.3.6.1. Market Size & Forecast
      • 7.3.6.1.1. By Value
    • 7.3.6.2. Market Share & Forecast
      • 7.3.6.2.1. By Content Type Market Share Analysis
      • 7.3.6.2.2. By Platform Market Share Analysis
      • 7.3.6.2.3. By User Type Market Share Analysis
      • 7.3.6.2.4. By End User Market Share Analysis

8. Europe Over The Top (OTT) Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Content Type Market Share Analysis
  • 8.2.2. By Platform Market Share Analysis
  • 8.2.3. By User Type Market Share Analysis
  • 8.2.4. By End User Market Share Analysis
  • 8.2.5. By Country Market Share Analysis
• 8.3. Europe: Country Analysis
  • 8.3.1. France Over The Top (OTT) Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Content Type Market Share Analysis
      • 8.3.1.2.2. By Platform Market Share Analysis
      • 8.3.1.2.3. By User Type Market Share Analysis
      • 8.3.1.2.4. By End User Market Share Analysis
  • 8.3.2. United Kingdom Over The Top (OTT) Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Content Type Market Share Analysis
      • 8.3.2.2.2. By Platform Market Share Analysis
      • 8.3.2.2.3. By User Type Market Share Analysis
      • 8.3.2.2.4. By End User Market Share Analysis
  • 8.3.3. Italy Over The Top (OTT) Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Content Type Market Share Analysis
      • 8.3.3.2.2. By Platform Market Share Analysis
      • 8.3.3.2.3. By User Type Market Share Analysis
      • 8.3.3.2.4. By End User Market Share Analysis
  • 8.3.4. Germany Over The Top (OTT) Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Content Type Market Share Analysis
      • 8.3.4.2.2. By Platform Market Share Analysis
      • 8.3.4.2.3. By User Type Market Share Analysis
      • 8.3.4.2.4. By End User Market Share Analysis
  • 8.3.5. Spain Over The Top (OTT) Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Content Type Market Share Analysis
      • 8.3.5.2.2. By Platform Market Share Analysis
      • 8.3.5.2.3. By User Type Market Share Analysis
      • 8.3.5.2.4. By End User Market Share Analysis

9. South America Over The Top (OTT) Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Content Type Market Share Analysis
  • 9.2.2. By Platform Market Share Analysis
  • 9.2.3. By User Type Market Share Analysis
  • 9.2.4. By End User Market Share Analysis
  • 9.2.5. By Country Market Share Analysis
• 9.3. South America: Country Analysis
  • 9.3.1. Argentina Over The Top (OTT) Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Content Type Market Share Analysis
      • 9.3.1.2.2. By Platform Market Share Analysis
      • 9.3.1.2.3. By User Type Market Share Analysis
      • 9.3.1.2.4. By End User Market Share Analysis
  • 9.3.2. Colombia Over The Top (OTT) Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Content Type Market Share Analysis
      • 9.3.2.2.2. By Platform Market Share Analysis
      • 9.3.2.2.3. By User Type Market Share Analysis
      • 9.3.2.2.4. By End User Market Share Analysis
  • 9.3.3. Brazil Over The Top (OTT) Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Content Type Market Share Analysis
      • 9.3.3.2.2. By Platform Market Share Analysis
      • 9.3.3.2.3. By User Type Market Share Analysis
      • 9.3.3.2.4. By End User Market Share Analysis

10. Middle East & Africa Over The Top (OTT) Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Content Type Market Share Analysis
  • 10.2.2. By Platform Market Share Analysis
  • 10.2.3. By User Type Market Share Analysis
  • 10.2.4. By End User Market Share Analysis
  • 10.2.5. By Country Market Share Analysis
• 10.3. Middle East & Africa: Country Analysis
  • 10.3.1. South Africa Over The Top (OTT) Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Content Type Market Share Analysis
      • 10.3.1.2.2. By Platform Market Share Analysis
      • 10.3.1.2.3. By User Type Market Share Analysis
      • 10.3.1.2.4. By End User Market Share Analysis
  • 10.3.2. Saudi Arabia Over The Top (OTT) Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Content Type Market Share Analysis
      • 10.3.2.2.2. By Platform Market Share Analysis
      • 10.3.2.2.3. By User Type Market Share Analysis
      • 10.3.2.2.4. By End User Market Share Analysis
  • 10.3.3. UAE Over The Top (OTT) Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Content Type Market Share Analysis
      • 10.3.3.2.2. By Platform Market Share Analysis
      • 10.3.3.2.3. By User Type Market Share Analysis
      • 10.3.3.2.4. By End User Market Share Analysis
  • 10.3.4. Turkey Over The Top (OTT) Market Outlook
    • 10.3.4.1. Market Size & Forecast
      • 10.3.4.1.1. By Value
    • 10.3.4.2. Market Share & Forecast
      • 10.3.4.2.1. By Content Type Market Share Analysis
      • 10.3.4.2.2. By Platform Market Share Analysis
      • 10.3.4.2.3. By User Type Market Share Analysis
      • 10.3.4.2.4. By End User Market Share Analysis

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Impact of COVID-19 on Global Over The Top (OTT) Market

• 12.1. Impact Assessment Model
  • 12.1.1. Key Segments Impacted
  • 12.1.2. Key Region Impacted
  • 12.1.3. Key Countries Impacted

13. Market Trends & Developments

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. Amazon.com, Inc.
    • 14.1.1.1. Company Details
    • 14.1.1.2. Products
    • 14.1.1.3. Financials (As Per Availability)
    • 14.1.1.4. Key Market Focus & Geographical Presence
    • 14.1.1.5. Recent Developments
    • 14.1.1.6. Key Management Personnel
  • 14.1.2. Eros Now Services
    • 14.1.2.1. Company Details
    • 14.1.2.2. Products
    • 14.1.2.3. Financials (As Per Availability)
    • 14.1.2.4. Key Market Focus & Geographical Presence
    • 14.1.2.5. Recent Developments
    • 14.1.2.6. Key Management Personnel
  • 14.1.3. Hulu, LLC
    • 14.1.3.1. Company Details
    • 14.1.3.2. Products
    • 14.1.3.3. Financials (As Per Availability)
    • 14.1.3.4. Key Market Focus & Geographical Presence
    • 14.1.3.5. Recent Developments
    • 14.1.3.6. Key Management Personnel
  • 14.1.4. Netflix Inc
    • 14.1.4.1. Company Details
    • 14.1.4.2. Products
    • 14.1.4.3. Financials (As Per Availability)
    • 14.1.4.4. Key Market Focus & Geographical Presence
    • 14.1.4.5. Recent Developments
    • 14.1.4.6. Key Management Personnel
  • 14.1.5. Kuraakani Online
    • 14.1.5.1. Company Details
    • 14.1.5.2. Products
    • 14.1.5.3. Financials (As Per Availability)
    • 14.1.5.4. Key Market Focus & Geographical Presence
    • 14.1.5.5. Recent Developments
    • 14.1.5.6. Key Management Personnel
  • 14.1.6. Telstra Corporation Limited
    • 14.1.6.1. Company Details
    • 14.1.6.2. Products
    • 14.1.6.3. Financials (As Per Availability)
    • 14.1.6.4. Key Market Focus & Geographical Presence
    • 14.1.6.5. Recent Developments
    • 14.1.6.6. Key Management Personnel
  • 14.1.7. Home Box Office, Inc
    • 14.1.7.1. Company Details
    • 14.1.7.2. Products
    • 14.1.7.3. Financials (As Per Availability)
    • 14.1.7.4. Key Market Focus & Geographical Presence
    • 14.1.7.5. Recent Developments
    • 14.1.7.6. Key Management Personnel
  • 14.1.8. Apple Inc.,
    • 14.1.8.1. Company Details
    • 14.1.8.2. Products
    • 14.1.8.3. Financials (As Per Availability)
    • 14.1.8.4. Key Market Focus & Geographical Presence
    • 14.1.8.5. Recent Developments
    • 14.1.8.6. Key Management Personnel
  • 14.1.9. Nbc Universal Media, Llc.
    • 14.1.9.1. Company Details
    • 14.1.9.2. Products
    • 14.1.9.3. Financials (As Per Availability)
    • 14.1.9.4. Key Market Focus & Geographical Presence
    • 14.1.9.5. Recent Developments
    • 14.1.9.6. Key Management Personnel
  • 14.1.10. CBS Interactive Inc.
    • 14.1.10.1. Company Details
    • 14.1.10.2. Products
    • 14.1.10.3. Financials (As Per Availability)
    • 14.1.10.4. Key Market Focus & Geographical Presence
    • 14.1.10.5. Recent Developments
    • 14.1.10.6. Key Management Personnel

15. Strategic Recommendations/Action Plan

• 15.1. Key Focus Areas
• 15.2. Target By Content Type
• 15.3. Target By End User

16. About Us & Disclaimer