OTT 미디어 서비스 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측 - 유형별, 디바이스 유형별, 지역별, 경쟁별(2020-2030년)

The global Over-the-Top (OTT) media services market was valued at USD 177.91 billion in 2024 and is projected to reach USD 407.24 billion by 2030, growing at a compound annual growth rate (CAGR) of 14.8% during the forecast period. The OTT media services sector has experienced significant global growth, driven by advancements in internet infrastructure, the widespread adoption of smart devices, and shifting consumer preferences towards on-demand content. The transition from traditional cable TV to streaming platforms has been propelled by the convenience of accessing diverse content libraries across genres and languages, often at competitive prices. Key growth drivers include the increased availability of high-speed internet, especially in emerging markets, and the growing adoption of smart TVs and mobile devices. Moreover, the rise in original content production by major platforms such as Netflix, Amazon Prime Video, and Disney+ has played a pivotal role in enhancing user engagement. Personalization algorithms, which tailor content to individual preferences, further contribute to higher user retention and satisfaction.

The market is segmented into subscription-based video-on-demand (SVOD), transactional video-on-demand (TVOD), and advertisement-based video-on-demand (AVOD). SVOD continues to lead the market due to its ad-free experience and exclusive content offerings, while AVOD is witnessing the fastest growth, particularly in price-sensitive markets where consumers prefer free, ad-supported content. The content type segmentation, including movies, TV shows, documentaries, and live sports, further diversifies offerings and attracts a broader audience. Additionally, innovations in interactive and immersive experiences, such as virtual reality (VR) and augmented reality (AR), are reshaping content consumption patterns. North America exhibits strong demand due to high smartphone penetration, the presence of established OTT platforms, and significant investments in original content production.

Market Drivers

Proliferation of High-Speed Internet and Smart Devices

The widespread availability of high-speed internet has been a key enabler of the OTT market's expansion. The development of 4G and 5G networks has significantly improved internet speeds and reliability. As of 2024, approximately 5.5 billion people are online, representing 68% of the global population-an increase from 65% in 2023, with 227 million new users joining the online ecosystem. This infrastructure has facilitated seamless streaming, driving the shift from traditional broadcasting to OTT platforms. Additionally, the surge in smart device adoption-including smartphones, tablets, smart TVs, and streaming media players-has made OTT content more accessible. These devices are equipped with user-friendly interfaces and applications that enable easy streaming, broadening the consumer base. Furthermore, the integration of OTT applications into gaming consoles and other connected devices further enhances content accessibility, appealing to tech-savvy audiences who prioritize flexibility and mobility in content consumption.

Key Market Challenges

Content Licensing and Production Costs

As competition intensifies, OTT platforms are increasingly required to update their content libraries to retain and attract subscribers. Securing licensing agreements for popular third-party content can be prohibitively expensive, driving many platforms to invest in original programming. However, producing high-quality original content involves substantial financial investment, covering talent acquisition, production, marketing, and distribution costs. The financial risks are considerable, especially if the content fails to connect with audiences. Additionally, rising demand for content has led to inflated production costs as resources and talent become more sought after. Striking the right balance between acquiring licensed content and investing in original productions requires strategic foresight and market insight. Moreover, navigating complex international licensing agreements to offer content across different regions adds to the operational complexity.

Key Market Trends

Rise of Niche Streaming Services

While mainstream OTT platforms such as Netflix, Disney+, and Amazon Prime Video continue to dominate the global market, there is a growing trend of niche streaming services catering to specific audience segments. These platforms focus on specialized interests such as horror (e.g., Shudder), anime (e.g., Crunchyroll), documentaries (e.g., CuriosityStream), and regional content targeting specific cultural or linguistic groups. This trend reflects an increasing demand for personalized content that mainstream platforms may overlook. Niche OTT services often focus on cultivating highly engaged communities rather than pursuing mass-market appeal, fostering subscriber loyalty through exclusive releases, interactive features, and community-building tools like discussion forums and fan events. Furthermore, the rise of niche content presents opportunities for creators who may lack access to larger platforms, allowing them to serve dedicated audiences and build strong, passionate user bases willing to pay for content that aligns with their interests.

Key Market Players

• Netflix, Inc.
• Amazon.com, Inc.
• Disney Streaming Services LLC
• Warner Media, LLC
• Hulu, LLC
• Apple Inc.
• Peacock TV, LLC
• Google LLC
• ESPN Enterprises, Inc.
• CBS Interactive Inc.

Report Scope

This report segments the global OTT media services market by the following categories and highlights key industry trends:

OTT Media Services Market by Type:

• AVOD (Advertisement-Based Video on Demand)
• SVOD (Subscription-Based Video on Demand)
• TVOD (Transactional Video on Demand)

OTT Media Services Market by Device Type:

• Smart TVs & Set-Top Boxes
• Mobile Devices & Computers/Laptops
• Gaming Consoles & Streaming Devices

OTT Media Services Market by Region:

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

Competitive Landscape & Company Profiles

A detailed analysis of the major players in the global OTT media services market is included, offering valuable insights into their strategies, strengths, and market positioning.

Available Customizations

TechSci Research offers customized reports based on the specific needs of a company, including:

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

Table of Contents

1. Introduction

• 1.1. Market 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 Customer

• 4.1. Factors Influencing Purchase Decision
• 4.2. Sources of Information

5. Global OTT Media Services Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Type Market Share Analysis (AVOD, SVOD, TVOD)
  • 5.2.2. By Device Type Market Share Analysis (Smart TVs & Set-Top Box, Mobile Devices & Computers/Laptops, Gaming Consoles & Streaming Devices)
  • 5.2.3. By Regional Market Share Analysis
    • 5.2.3.1. North America Market Share Analysis
    • 5.2.3.2. Europe Market Share Analysis
    • 5.2.3.3. Asia-Pacific Market Share Analysis
    • 5.2.3.4. Middle East & Africa Market Share Analysis
    • 5.2.3.5. South America Market Share Analysis
  • 5.2.4. By Top 5 Companies Market Share Analysis, Others (2024)
• 5.3. Global OTT Media Services Market Mapping & Opportunity Assessment
  • 5.3.1. By Type Market Mapping & Opportunity Assessment
  • 5.3.2. By Device Type Market Mapping & Opportunity Assessment
  • 5.3.3. By Regional Market Mapping & Opportunity Assessment

6. North America OTT Media Services Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Type Market Share Analysis
  • 6.2.2. By Device Type Market Share Analysis
  • 6.2.3. By Country Market Share Analysis
    • 6.2.3.1. United States OTT Media Services Market Outlook
      • 6.2.3.1.1. Market Size & Forecast
      • 6.2.3.1.1.1. By Value
      • 6.2.3.1.2. Market Share & Forecast
      • 6.2.3.1.2.1. By Type Market Share Analysis
      • 6.2.3.1.2.2. By Device Type Market Share Analysis
    • 6.2.3.2. Canada OTT Media Services Market Outlook
      • 6.2.3.2.1. Market Size & Forecast
      • 6.2.3.2.1.1. By Value
      • 6.2.3.2.2. Market Share & Forecast
      • 6.2.3.2.2.1. By Type Market Share Analysis
      • 6.2.3.2.2.2. By Device Type Market Share Analysis
    • 6.2.3.3. Mexico OTT Media Services Market Outlook
      • 6.2.3.3.1. Market Size & Forecast
      • 6.2.3.3.1.1. By Value
      • 6.2.3.3.2. Market Share & Forecast
      • 6.2.3.3.2.1. By Type Market Share Analysis
      • 6.2.3.3.2.2. By Device Type Market Share Analysis

7. Europe OTT Media Services Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Type Market Share Analysis
  • 7.2.2. By Device Type Market Share Analysis
  • 7.2.3. By Country Market Share Analysis
    • 7.2.3.1. France OTT Media Services Market Outlook
      • 7.2.3.1.1. Market Size & Forecast
      • 7.2.3.1.1.1. By Value
      • 7.2.3.1.2. Market Share & Forecast
      • 7.2.3.1.2.1. By Type Market Share Analysis
      • 7.2.3.1.2.2. By Device Type Market Share Analysis
    • 7.2.3.2. Germany OTT Media Services Market Outlook
      • 7.2.3.2.1. Market Size & Forecast
      • 7.2.3.2.1.1. By Value
      • 7.2.3.2.2. Market Share & Forecast
      • 7.2.3.2.2.1. By Type Market Share Analysis
      • 7.2.3.2.2.2. By Device Type Market Share Analysis
    • 7.2.3.3. Spain OTT Media Services Market Outlook
      • 7.2.3.3.1. Market Size & Forecast
      • 7.2.3.3.1.1. By Value
      • 7.2.3.3.2. Market Share & Forecast
      • 7.2.3.3.2.1. By Type Market Share Analysis
      • 7.2.3.3.2.2. By Device Type Market Share Analysis
    • 7.2.3.4. Italy OTT Media Services Market Outlook
      • 7.2.3.4.1. Market Size & Forecast
      • 7.2.3.4.1.1. By Value
      • 7.2.3.4.2. Market Share & Forecast
      • 7.2.3.4.2.1. By Type Market Share Analysis
      • 7.2.3.4.2.2. By Device Type Market Share Analysis
    • 7.2.3.5. United Kingdom OTT Media Services Market Outlook
      • 7.2.3.5.1. Market Size & Forecast
      • 7.2.3.5.1.1. By Value
      • 7.2.3.5.2. Market Share & Forecast
      • 7.2.3.5.2.1. By Type Market Share Analysis
      • 7.2.3.5.2.2. By Device Type Market Share Analysis

8. Asia-Pacific OTT Media Services Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Type Market Share Analysis
  • 8.2.2. By Device Type Market Share Analysis
  • 8.2.3. By Country Market Share Analysis
    • 8.2.3.1. China OTT Media Services Market Outlook
      • 8.2.3.1.1. Market Size & Forecast
      • 8.2.3.1.1.1. By Value
      • 8.2.3.1.2. Market Share & Forecast
      • 8.2.3.1.2.1. By Type Market Share Analysis
      • 8.2.3.1.2.2. By Device Type Market Share Analysis
    • 8.2.3.2. Japan OTT Media Services Market Outlook
      • 8.2.3.2.1. Market Size & Forecast
      • 8.2.3.2.1.1. By Value
      • 8.2.3.2.2. Market Share & Forecast
      • 8.2.3.2.2.1. By Type Market Share Analysis
      • 8.2.3.2.2.2. By Device Type Market Share Analysis
    • 8.2.3.3. India OTT Media Services Market Outlook
      • 8.2.3.3.1. Market Size & Forecast
      • 8.2.3.3.1.1. By Value
      • 8.2.3.3.2. Market Share & Forecast
      • 8.2.3.3.2.1. By Type Market Share Analysis
      • 8.2.3.3.2.2. By Device Type Market Share Analysis
    • 8.2.3.4. Vietnam OTT Media Services Market Outlook
      • 8.2.3.4.1. Market Size & Forecast
      • 8.2.3.4.1.1. By Value
      • 8.2.3.4.2. Market Share & Forecast
      • 8.2.3.4.2.1. By Type Market Share Analysis
      • 8.2.3.4.2.2. By Device Type Market Share Analysis
    • 8.2.3.5. South Korea OTT Media Services Market Outlook
      • 8.2.3.5.1. Market Size & Forecast
      • 8.2.3.5.1.1. By Value
      • 8.2.3.5.2. Market Share & Forecast
      • 8.2.3.5.2.1. By Type Market Share Analysis
      • 8.2.3.5.2.2. By Device Type Market Share Analysis

9. Middle East & Africa OTT Media Services Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Type Market Share Analysis
  • 9.2.2. By Device Type Market Share Analysis
  • 9.2.3. By Country Market Share Analysis
    • 9.2.3.1. South Africa OTT Media Services Market Outlook
      • 9.2.3.1.1. Market Size & Forecast
      • 9.2.3.1.1.1. By Value
      • 9.2.3.1.2. Market Share & Forecast
      • 9.2.3.1.2.1. By Type Market Share Analysis
      • 9.2.3.1.2.2. By Device Type Market Share Analysis
    • 9.2.3.2. Saudi Arabia OTT Media Services Market Outlook
      • 9.2.3.2.1. Market Size & Forecast
      • 9.2.3.2.1.1. By Value
      • 9.2.3.2.2. Market Share & Forecast
      • 9.2.3.2.2.1. By Type Market Share Analysis
      • 9.2.3.2.2.2. By Device Type Market Share Analysis
    • 9.2.3.3. UAE OTT Media Services Market Outlook
      • 9.2.3.3.1. Market Size & Forecast
      • 9.2.3.3.1.1. By Value
      • 9.2.3.3.2. Market Share & Forecast
      • 9.2.3.3.2.1. By Type Market Share Analysis
      • 9.2.3.3.2.2. By Device Type Market Share Analysis
    • 9.2.3.4. Turkey OTT Media Services Market Outlook
      • 9.2.3.4.1. Market Size & Forecast
      • 9.2.3.4.1.1. By Value
      • 9.2.3.4.2. Market Share & Forecast
      • 9.2.3.4.2.1. By Type Market Share Analysis
      • 9.2.3.4.2.2. By Device Type Market Share Analysis
    • 9.2.3.5. Kuwait OTT Media Services Market Outlook
      • 9.2.3.5.1. Market Size & Forecast
      • 9.2.3.5.1.1. By Value
      • 9.2.3.5.2. Market Share & Forecast
      • 9.2.3.5.2.1. By Type Market Share Analysis
      • 9.2.3.5.2.2. By Device Type Market Share Analysis
    • 9.2.3.6. Egypt OTT Media Services Market Outlook
      • 9.2.3.6.1. Market Size & Forecast
      • 9.2.3.6.1.1. By Value
      • 9.2.3.6.2. Market Share & Forecast
      • 9.2.3.6.2.1. By Type Market Share Analysis
      • 9.2.3.6.2.2. By Device Type Market Share Analysis

10. South America OTT Media Services Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Type Market Share Analysis
  • 10.2.2. By Device Type Market Share Analysis
  • 10.2.3. By Country Market Share Analysis
    • 10.2.3.1. Brazil OTT Media Services Market Outlook
      • 10.2.3.1.1. Market Size & Forecast
      • 10.2.3.1.1.1. By Value
      • 10.2.3.1.2. Market Share & Forecast
      • 10.2.3.1.2.1. By Type Market Share Analysis
      • 10.2.3.1.2.2. By Device Type Market Share Analysis
    • 10.2.3.2. Argentina OTT Media Services Market Outlook
      • 10.2.3.2.1. Market Size & Forecast
      • 10.2.3.2.1.1. By Value
      • 10.2.3.2.2. Market Share & Forecast
      • 10.2.3.2.2.1. By Type Market Share Analysis
      • 10.2.3.2.2.2. By Device Type Market Share Analysis
    • 10.2.3.3. Colombia OTT Media Services Market Outlook
      • 10.2.3.3.1. Market Size & Forecast
      • 10.2.3.3.1.1. By Value
      • 10.2.3.3.2. Market Share & Forecast
      • 10.2.3.3.2.1. By Type Market Share Analysis
      • 10.2.3.3.2.2. By Device Type Market Share Analysis

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Impact of COVID-19 on Global OTT Media Services Market

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

13. Market Trends & Developments

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. Netflix, Inc.
    • 14.1.1.1. Company Details
    • 14.1.1.2. Product
    • 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. Amazon.com, Inc.
    • 14.1.2.1. Company Details
    • 14.1.2.2. Product
    • 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. Disney Streaming Services LLC.
    • 14.1.3.1. Company Details
    • 14.1.3.2. Product
    • 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. Warner Media, LLC.
    • 14.1.4.1. Company Details
    • 14.1.4.2. Product
    • 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. Hulu, LLC.
    • 14.1.5.1. Company Details
    • 14.1.5.2. Product
    • 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. Apple Inc.
    • 14.1.6.1. Company Details
    • 14.1.6.2. Product
    • 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. Peacock TV, LLC.
    • 14.1.7.1. Company Details
    • 14.1.7.2. Product
    • 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. Google LLC.
    • 14.1.8.1. Company Details
    • 14.1.8.2. Product
    • 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. ESPN Enterprises, Inc.
    • 14.1.9.1. Company Details
    • 14.1.9.2. Product
    • 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. Product
    • 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
  • 15.1.1. Target Type
  • 15.1.2. Target Device Type
  • 15.1.3. Target Region

16. About Us & Disclaimer