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世界のOTT（Over The Top）市場概要、2023-28年


Global Over The Top (OTT) Market Overview, 2023-28

オーバー・ザ・トップ（OTT）とは、ケーブルや衛星プロバイダー・ベースのプラットフォームではなく、高速インターネット接続を介して提供される映画やテレビのコンテンツ・プラットフォームである。OTTの採用は... もっと見る

　

　

出版社 出版年月 電子版価格 ページ数 言語
Bonafide Research & Marketing Pvt. Ltd.
ボナファイドリサーチ 		2023年1月31日 US$2,750
シングルユーザライセンス
ライセンス・価格情報・注文方法はこちら 		104 英語

日本語のページは自動翻訳を利用し作成しています。


　

サマリー

オーバー・ザ・トップ（OTT）とは、ケーブルや衛星プロバイダー・ベースのプラットフォームではなく、高速インターネット接続を介して提供される映画やテレビのコンテンツ・プラットフォームである。OTTの採用は、ビデオ、音楽、ポッドキャスト、オーディオ・ストリーミングのカテゴリーに大きく貢献している。採用が増加している背景には、ジャンルの選択肢の狭さ、パッケージングの柔軟性、幅広いデバイスの利用可能性、インターネットの普及、コストの低さなどがある。さらに、カスタマイズされたコンテンツに対する需要の高まりが、OTT機器の大幅な普及率につながった。消費者はジャンルを自由に選択し、快適さと柔軟性に応じてコンテンツを視聴したいと考えている。これがビデオ・オン・デマンド・サービスの普及を促進し、ホーム・エンターテインメントがストリーミング・サービスを経由するようになった。コンテンツのローカライゼーション、ジャンルやタイトルに関する幅広い選択肢、パーソナライゼーション、いつでもどこでもどんなデバイスでも視聴できる柔軟性などが、視聴者にシームレスな体験を提供してきた。OTTサービス・プロバイダーの視点から見ると、OTTアプリから得られる消費者の深い洞察は、データ主導の意思決定を行うことで、自社のサービスを調整するのに役立つ。

Bonafide Research社の調査レポート「世界のOTT（Over The Top）市場概要、2023-28年」によると、同市場は2022年の2,101億3,000万米ドルから増加し、2028年には4,901億3,000万米ドルの市場規模に達すると予測されている。市場全体の2023-28年の年平均成長率（CAGR）は15.72%と有望な成長が予測されている。OTTの採用が増加している背景には、ジャンルの選択肢の狭さ、柔軟性、幅広いデバイスの利用可能性、インターネットの普及、全体的なコストの低さがある。さらに、カスタマイズされたコンテンツに対する需要の高まりが、OTT機器の大幅な普及率につながった。これにより、ユーザーは多様なコンテンツを柔軟に視聴できるようになった。また、新興国全体で高速インターネットが手頃な料金で利用できるようになったことで、ユーザーの利便性に応じた定額制サービスの採用率が大幅に上昇した。これは、OTTサービスの小型化とコンテンツの絞り込みという消費者の主要な行動を反映しており、財布の細分化（柔軟な支払いモデル）をもたらし、それによって購買決定を家庭から個人レベルへと柔軟に押し進めることになった。

OTTメディアサービス市場は、収益モデルに基づいて（AVOD、SVOD、TVOD）に分別できる。その中でも、SVOD分野が予測期間中に市場を支配すると予想される。OTT産業の拡大は、幅広いストリーミング・コンテンツの入手可能性と、様々なデバイスやプラットフォームを通じて視聴できる簡便性によって促進されてきた。さらに、コンテンツが現地の言語で提供されるようになり、顧客がOTTサービスを利用する選択に大きな影響を与えている。予測期間中、可処分所得の増加により、OTTメディア・サービスへの需要が高まると予想される。これは消費者の消費力の上昇を意味する。それに伴い、消費者はテレビやスマートフォンなど様々なデバイスでOTTサービスをストリーミングするために、様々なサブスクリプションを購入することを好む。さらに、ビジネス・スタンダードが提供するデータによると、6億6500万世帯以上が家庭でスマートテレビを利用しており、国内のOTTメディア・サービスの需要を大幅に押し上げている。COVID-19の流行はOTTの状況に好影響を与え、視聴者はOTTデバイスを通じてより多くのコンテンツを自宅で消費するようになった。調査結果によると、2020年3月1日から31日までの加入者獲得率に対するCOVID-19の影響の傾向を過去12ヶ月と比較したところ、OTTビデオストリーミング企業の世界加入者増加率は、過去12ヶ月の増加率と比較して、2020年3月には7倍に増加することが示唆された。

ロシアとウクライナの戦争は、少なくとも短期的には、COVID-19パンデミックからの世界経済回復の可能性を混乱させた。この2国間の戦争は、複数の国への経済制裁、商品価格の高騰、サプライチェーンの混乱につながり、商品やサービス全体にインフレを引き起こし、世界中の多くの市場に影響を与えた。顧客の社会行動が従来の放送サービスへの加入から、オーバー・ザ・トップ（OTT）のオンデマンド・ビデオや音楽の加入へと年々変化していることから、予測期間中のOTTストリーミングは非常に速いペースで成長すると予想される。国民のさまざまな層が、オンデマンド・サービスやアクセスの容易さといった付加的な利点により、エンターテインメントを楽しむために通常のテレビの代わりに動画ストリーミング・サービスを利用し始めている。インドや中国といった国々では、ビデオ・オン・ストリーミングやペイ・パー・ビュー・サービスのコンテンツ・ストリーミング利用者数が飛躍的に増加すると予想される。2020年、OTTコンテンツ・ストリーミング・サービスのネットフリックスは、460万人の有料顧客で年を越せると見込んでいる。このように、顧客ベースの増加は、予測期間中のOTTストリーミング市場の成長を後押しすると予想される。

OTT（オーバー・ザ・トップ・コンテンツ）ストリーミング市場には、インターネットを通じてコンテンツ／ビデオ・ストリーミング・サービスを提供する事業体が得る収益が含まれる。これには、T映画、シットコム、ドラマ、リアリティ番組、トーク番組、ゲーム番組、ニュース番組、子供向け番組、アート、スポーツ番組、ドキュメンタリー、アニメ、教育用ビデオなどのストリーミング・サービスが含まれる。有名なOTTプレーヤーの例としては、Apple TV、iTunes、Netflix、Roku、Hulu、Amazonなどがある。市場価値には、サービス・プロバイダーが販売する、またはサービス提供に含まれる関連商品の価値が含まれる。企業間で取引される、または最終消費者に販売される商品とサービスのみが含まれる。加えて、スマートフォンの普及が進み、ワイヤレス・ブロードバンドが利用可能になったことが、オーバー・ザ・トップ市場の成長を牽引している。インターネット・サービス・プロバイダーは、ブロードバンド接続の強化を手頃な価格で提供しており、消費者はビデオのストリーミングやコンテンツのダウンロードを高速で行うことができる。モバイルワーカーやスマートフォンユーザーの増加に伴い、企業は顧客にアクセスしやすいプラットフォームを提供している。コンテンツの絶え間ない増加とグローバル化により、企業はカテゴリーごとのコンテンツの統合を余儀なくされている。こうしたサービスに対する需要の高まりを受けて、プラットフォーム・プロバイダーは、視聴者の関心を維持し、OTT（オーバー・ザ・トップ）市場で競争力を維持するために、提供サービスを強化している。さらに、コンテンツの管理・維持に関する複雑さが増しているため、中央リポジトリの実装にクラウドベースのソリューションを採用する組織も増えている。

市場の成長に主に寄与している重要な要因は、オンデマンドビデオストリーミングサービスへの傾向とOTTメディア企業による多額の投資である。例えば、2018年1月、TEGNA, Inc.は、無料ストリーミングとTV映画ネットワークのTubi TVへの戦略的投資を宣言した。この投資は、TEGNA, Inc.の地位を強化し、リーダーシップを確立すると同時に、マーケティング担当者に長編OTTコンテンツの地域広告へのアクセスを提供することを目的としていた。Tegna, Inc.の一部門であるPremionは、Tubi TVとの現在の関係を拡大し、広告クライアントに効果的なサービスを提供できるようになる。さらに、Tubi TVは、毎月7,500本以上のテレビシリーズや映画を配信しており、数多くのプレミアムエンターテイメントコンテンツを有している。今回の合意により、Tubi TVはTEGNA, Inc.のローカル・コンテンツを自社のプラットフォームで提供することになる。Tubi TVはTEGNA社のローカル・ニュースやその他のデジタル・コンテンツを視聴者に提供する。この取引により、TEGNA社は常にPremion社の成長を牽引し、他と比較してパフォーマンスの高いユニークな広告を提供する能力を活用することになる。これは、両社が他に類を見ないプレミアム・コンテンツの組み合わせのもと、革新的な広告ソリューションを提供するという目標を共有していることを表している。

Tubi TVとは別に、TEGNA, Inc.はVizbeeとB2BモバイルからTVへの継続プラットフォームにも投資している。Tubi TV社同様、Premion社もVizbee社の革新的な広告プラットフォームから恩恵を受け、クライアントに更なる機会を提供する。このような投資により、同社はOTTコンテンツのターゲット顧客へのリーチを拡大することを意図している。これにより、同社はOTTコンテンツから得られる投資収益率（ROI）を高め、市場の成長を促進することができる。しかし、OTT加入料が高いことが市場成長を妨げる大きな要因となっている。

市場に参入している主要企業
Netflix, Inc.、The Walt Disney Company、Apple, Inc.、Amazon.com, Inc.、Paramount Global、Warnermedia Direct, Llc、Sling Tv Llc、Rakuten Group, Inc.、Kakao Entertainment Co, Ltd.

本レポートの対象地域
- 地域グローバル
- 歴史的な年2017
- 基準年2022
- 推定年2023
- 予測年2028

本レポートの対象分野
- 世界のOTT（Over The Top）市場、その価値と予測、セグメントとともに
- 地域別OTT（Over The Top）市場分析
- 様々な促進要因と課題
- 進行中のトレンドと開発
- 注目企業
- 戦略的提言

レポート対象国
- 北米
- ヨーロッパ
- アジア太平洋
- 南アメリカ
- 中東・アフリカ

タイプ別
- AVOD (広告ベースのビデオ・オン・デマンド)
- SVOD (サブスクリプション・ビデオ・オンデマンド)
- TVOD（トランザクション型ビデオ・オン・デマンド）
- その他

デバイスタイプ別
- スマートフォンおよびタブレット
- デスクトップとノートパソコン
- スマートテレビ＆セットトップボックス
- ゲーム機＆ストリーミング・デバイス

コンテンツタイプ別
- ビデオストリーミング
- ゲーム・ストリーミング
- オーディオ・ストリーミング
- コミュニケーション

サービス分野別
- メディアとエンターテインメント
- 教育・学習
- ゲーム
- サービス・ユーティリティ

ユーザータイプ別
- 個人
- 商用

コンポーネントタイプ別
- ソリューション
- サービス

レポートのアプローチ
本レポートは、一次調査と二次調査を組み合わせたアプローチで構成されている。まず、市場を把握し、市場に参入している企業をリストアップするために二次調査を行った。二次調査は、プレスリリースや企業の年次報告書などの第三者情報源、政府が作成した報告書やデータベースの分析で構成されている。二次情報源からデータを収集した後、一次調査は、市場がどのように機能しているかについて主要プレーヤーに電話インタビューを行い、市場のディーラーや流通業者と取引コールを行うことによって実施された。その後、消費者を地域別、階層別、年齢層別、性別に均等にセグメンテーションし、消費者への一次調査を開始した。一次データを入手した後は、二次ソースから得た詳細の検証を開始した。

対象読者
本レポートは、業界コンサルタント、メーカー、サプライヤー、OTT（Over The Top）業界関連団体・組織、政府機関、その他のステークホルダーが市場中心の戦略を立てる際に役立ちます。マーケティングやプレゼンテーションに加えて、この業界に関する競合知識を高めることもできます。





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目次

Table of Contents

1. Executive Summary
2. Market Dynamics
2.1. Market Drivers
2.2. Challenges
2.3. Opportunity
2.4. Restraints
2.5. Market Trends
2.6. Covid-19 Effect
2.7. Supply chain Analysis
2.8. Policy & Regulatory Framework
2.9. Industry Experts Views
3. Research Methodology
3.1. Secondary Research
3.2. Primary Data Collection
3.3. Market Formation & Validation
3.4. Report Writing, Quality Check & Delivery
4. Market Structure
4.1. Market Considerate
4.2. Assumptions
4.3. Limitations
4.4. Abbreviations
4.5. Sources
4.6. Definitions
5. Economic /Demographic Snapshot
6. Competitive Landscape
6.1. Competitive Dashboard
6.2. Business Strategies Adopted by Key Players
6.3. Key Players Market Share Insights and Analysis, 2022
6.4. Key Players Market Positioning Matrix
6.5. Consolidated SWOT Analysis of Key Players
6.6. Porter's Five Forces
7. Global Over The Top (OTT) Market Outlook
7.1. Market Size By Value
7.2. Market Size and Forecast, By Geography
7.3. Market Size and Forecast, By Type
7.4. Market Size and Forecast, By Device Type
7.5. Market Size and Forecast, By Content Type
7.6. Market Size and Forecast, By Service Verticals
7.7. Market Size and Forecast, By User Type
7.8. Market Size and Forecast, By Component Type
8. North America Over The Top (OTT) Market Outlook
8.1. Market Size By Value
8.2. Market Share By Country
8.3. Market Size and Forecast By Type
8.4. Market Size and Forecast By Device Type
8.5. Market Size and Forecast By Content Type
8.6. Market Size and Forecast By Service Verticals
8.7. Market Size and Forecast By User Type
8.8. Market Size and Forecast By Component Type
9. Europe Over The Top (OTT) Market Outlook
9.1. Market Size By Value
9.2. Market Share By Country
9.3. Market Size and Forecast By Type
9.4. Market Size and Forecast By Device Type
9.5. Market Size and Forecast By Content Type
9.6. Market Size and Forecast By Service Verticals
9.7. Market Size and Forecast By User Type
9.8. Market Size and Forecast By Component Type
10. Asia-Pacific Over The Top (OTT) Market Outlook
10.1. Market Size By Value
10.2. Market Share By Country
10.3. Market Size and Forecast By Type
10.4. Market Size and Forecast By Device Type
10.5. Market Size and Forecast By Content Type
10.6. Market Size and Forecast By Service Verticals
10.7. Market Size and Forecast By User Type
10.8. Market Size and Forecast By Component Type
11. South America Over The Top (OTT) Market Outlook
11.1. Market Size By Value
11.2. Market Share By Country
11.3. Market Size and Forecast By Type
11.4. Market Size and Forecast By Device Type
11.5. Market Size and Forecast By Content Type
11.6. Market Size and Forecast By Service Verticals
11.7. Market Size and Forecast By User Type
11.8. Market Size and Forecast By Component Type
12. Middle East & Africa Over The Top (OTT) Market Outlook
12.1. Market Size By Value
12.2. Market Share By Country
12.3. Market Size and Forecast By Type
12.4. Market Size and Forecast By Device Type
12.5. Market Size and Forecast By Content Type
12.6. Market Size and Forecast By Service Verticals
12.7. Market Size and Forecast By User Type
12.8. Market Size and Forecast By Component Type
13. Company Profile
13.1. Netflix, Inc
13.1.1. Company Snapshot
13.1.2. Company Overview
13.1.3. Financial Highlights
13.1.4. Geographic Insights
13.1.5. Business Segment & Performance
13.1.6. Product Portfolio
13.1.7. Key Executives
13.1.8. Strategic Moves & Developments
13.2. The Walt Disney Company
13.3. Apple, Inc
13.4. Amazon.com, Inc.
13.5. Paramount Global
13.6. Warnermedia Direct, Llc
13.7. Sling Tv Llc
13.8. Rakuten Group, Inc
13.9. Kakao Entertainment Co, Ltd
13.10. Alphabet Inc
14. Strategic Recommendations
15. Annexure
15.1. FAQ`s
15.2. Notes
15.3. Related Reports
16. Disclaimer

List of Figures

Figure 1: Global Over The Top (OTT) Market Size (USD Billion) By Region, 2022 & 2028
Figure 2: Market attractiveness Index, By Region 2028
Figure 3: Market attractiveness Index, By Type 2028
Figure 4: Competitive Dashboard of top 5 players, 2022
Figure 5: Market Share insights of key players, 2022
Figure 6: Porter's Five Forces of Global Over The Top (OTT) Market
Figure 7: Global Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 8: Global Over The Top (OTT) Market Share By Region (2022)
Figure 9: North America Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 10: North America Over The Top (OTT) Market Share By Country (2022)
Figure 11: Europe Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 12: Europe Over The Top (OTT) Market Share By Country (2022)
Figure 13: Asia-Pacific Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 14: Asia-Pacific Over The Top (OTT) Market Share By Country (2022)
Figure 15: South America Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 16: South America Over The Top (OTT) Market Share By Country (2022)
Figure 17: Middle East & Africa Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 18: Middle East & Africa Over The Top (OTT) Market Share By Country (2022)

List of Tables

Table 1: Global Over The Top (OTT) Market Snapshot, By Segmentation (2022 & 2028) (in USD Billion)
Table 2: Influencing Factors for Global Over The Top (OTT) Market, 2022
Table 3: Top 10 Counties Economic Snapshot 2020
Table 4: Economic Snapshot of Other Prominent Countries 2020
Table 5: Average Exchange Rates for Converting Foreign Currencies into U.S. Dollars
Table 6: Global Over The Top (OTT) Market Size and Forecast, By Geography (2017 to 2028F) (In USD Billion)
Table 7: Global Over The Top (OTT) Market Size and Forecast, By Type (2017 to 2028F) (In USD Billion)
Table 8: Global Over The Top (OTT) Market Size and Forecast, By Device Type (2017 to 2028F) (In USD Billion)
Table 9: Global Over The Top (OTT) Market Size and Forecast, By Content Type (2017 to 2028F) (In USD Billion)
Table 10: Global Over The Top (OTT) Market Size and Forecast, By Service Verticals (2017 to 2028F) (In USD Billion)
Table 11: Global Over The Top (OTT) Market Size and Forecast, By User Type (2017 to 2028F) (In USD Billion)
Table 12: Global Over The Top (OTT) Market Size and Forecast, By Component Type (2017 to 2028F) (In USD Billion)
Table 13: North America Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 14: North America Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 15: North America Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 16: North America Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 17: North America Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 18: North America Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 19: Europe Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 20: Europe Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 21: Europe Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 22: Europe Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 23: Europe Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 24: Europe Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 25: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 26: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 27: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 28: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 29: Asia-Pacific Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 30: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 31: South America Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 32: South America Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 33: South America Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 34: South America Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 35: South America Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 36: South America Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 37: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 38: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 39: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 40: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 41: Middle East & Africa Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 42: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)

　

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Summary

Over the top (OTT) is a film and television content platform provided via a high-speed internet connection instead of a cable or satellite provider-based platform. OTT adoption has significantly aided the video, music, podcast, and audio streaming category. Increasing adoption can be attributed to narrow genre choices, packaging flexibility, wider device availability, internet penetration, and lower costs. Furthermore, the rising demand for customized content led to significant adoption rates of OTT devices. Consumers want to have the freedom of choosing the genre and watch the content as per their comfort and flexibility. This has driven the adoption of video on demand services and thus home entertainment has made its way via streaming services. Localization of content, a gamut of choices with regards to genre, titles, personalization, and flexibility of viewing on any device at any place and anytime has provided a seamless experience to viewers. From an OTT services provider perspective, such deep consumer insights gleaned from OTT apps helps them tailor their offerings by making data-driven decisions.

According to the research report, “Global Over The Top (OTT) Market Overview, 2023-28” published by Bonafide Research, the market is projected to reach the market size of USD 490.13 by 2028, increasing from USD 210.13 Billion in 2022. The overall market is projected to grow with promising CAGR of 15.72% CAGR for 2023-28. Increasing adoption of OTT can be attributed to the narrow genre choices, flexibility, wider device availability, internet penetration, and overall lower costs. Furthermore, the rising demand for customized content led to significant adoption rates of OTT devices. This offered the users the flexibility to view varied content. Also, affordable rates of high-speed internet across emerging economies led to a massive increase in the adoption rates of subscription services, according to user convenience. This reflects key consumer behaviour in terms of smaller size and narrower content of OTT services, leading to wallet fragmentation (flexible payment models), thereby pushing buying decisions flexibly from the household to the individual level.

The OTT media services market can be segregated based on revenue model into (AVOD, SVOD and TVOD). Among them, SVOD segment is expected to dominate the market during the forecast period. The expansion of the OTT industry has been fuelled by the availability of a wide range of streaming content and the simplicity of viewing through various devices and platforms. Furthermore, the content is now available in local languages, significantly influencing customers’ choice to use OTT services. During the forecast period, the demand for OTT media services is expected to rise due to the rising disposable income. This signifies a rise in consumer spending power. With that, the consumer prefers to buy different subscriptions for streaming OTT services on various devices such as television, smartphones, etc. Moreover, according to the data provided by the business standard, more than 665 million households have smart TV in their homes, significantly fuelling the demand for OTT media services in the country. The onset of the COVID-19 pandemic positively impacted the OTT landscape, with audiences consuming more content at home via OTT devices. As per the findings, trends of the COVID-19 impact on subscriber acquisition rates from March 1-31, 2020, in comparison to the last 12 months, suggested that the global subscription growth rate for OTT Video Streaming companies grew 7x in March 2020, as compared to the growth rate over the previous 12 months.

The Russia-Ukraine war disrupted the chances of global economic recovery from the COVID-19 pandemic, at least in the short term. The war between these two countries has led to economic sanctions on multiple countries, a surge in commodity prices, and supply chain disruptions, causing inflation across goods and services and affecting many markets across the globe. With the increasing change in customers’ social behaviour, which is shifting from traditional subscriptions to broadcasting services and to over-the-top (OTT) on-demand video and music subscriptions every year, OTT streaming in the forecast period is expected to grow at a very fast pace. Various segments of the population have started using video streaming services instead of regular television for entertainment due to added benefits such as on-demand services and ease of access. Countries such as India and China are expected to see an exponential rise in the number of content streaming users in a video on streaming and pay-per-view services. In 2020, OTT content streaming service, Netflix, expects to close the year with 4.6 million paid customers. Thus, an increase in customer base is expected to boost the growth of the OTT streaming market during the forecast period.

The over the top content (OTT) streaming market includes revenues earned by entities by providing content/video streaming services through the internet. It includes the streaming services of T movies, sitcoms, dramas, reality shows, talk shows, game shows, news programs, children’s programs, art, sports programs, documentaries, animated cartoons, and instructional videos. Examples of well-known OTT players include Apple TV, iTunes, Netflix, Roku, Hulu, and Amazon among others. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included. In addition to that, increased smartphone adoption and the availability of wireless broadband is driving the over the top market growth. Internet service providers are offering enhanced broadband connectivity at an affordable price, enabling consumers to stream videos and download content at a high speed. With the rise in mobile workforce and smartphone users, companies are providing customers accessible platforms. The unceasing rise in content and globalization has forced companies to enable the consolidation of content by category. The increasing demand for these services has led to platform providers enhancing their offerings to keep the audience engaged and to remain competitive in the over the top (OTT) market. Moreover, several organizations are widely employing cloud-based solutions for implementing the central repository due to the rising complexity related to managing & maintaining the content.

The crucial factors that are primarily contributing to the growth of the market comprise trend towards on-demand video streaming service and significant investment by OTT media companies. For instance, in January 2018, TEGNA, Inc. declared strategic investment in Tubi TV, a free streaming and TV movie network. This investment aimed to strengthen the position of TEGNA, Inc. and establishing leadership while providing access to local advertising in long-form OTT content to the marketers. Premion, a division of Tegna, Inc. will broaden its current relationship with Tubi TV that enables to effectively serve advertising clients. Furthermore, Tubi TV has a considerable number of premium entertainment content with over 7,500 TV series and movies available every month. Under the agreement, Tubi TV will allocate local content of TEGNA, Inc. across its platform. It will offer localized news and other digital content to the viewers from TEGNA stations. With this transaction, TEGNA, Inc. will constantly drive Premion’s growth and will leverage their ability to offer high-performing and unique ads as compared to others. This represents that both the companies have been sharing a goal to offer innovative ad solution under an unparalleled combination of premium content.

Apart from Tubi TV, TEGNA, Inc. also invested in Vizbee and a B2B mobile to TV continuity platform. Like Tubi TV, Premion will also take benefit from innovative advertising platform of Vizbee that will provide further opportunities for their clients. With such investment, the company is intended to expand the reach of its OTT content to the targeted customers. This, in turn, will enable the company to increase its return on investment (ROI) earned through OTT content and thereby driving the growth of the market. However, the high cost of OTT subscription is a major factor hindering the growth of the market.

Major Companies present in the market:
Netflix, Inc, The Walt Disney Company, Apple, Inc, Amazon.com, Inc., Paramount Global, Warnermedia Direct, Llc, Sling Tv Llc, Rakuten Group, Inc, Kakao Entertainment Co, Ltd

Considered in this report
• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Global Over The Top (OTT) market with its value and forecast along with its segments
• Region-wise Over The Top (OTT) market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:
• North America
• Europe
• Asia-Pacific
• South America
• Middle-East & Africa

By Type:
• AVOD (Advertising-based Video On Demand)
• SVOD (Subscription Video on Demand)
• TVOD (Transactional Video on Demand)
• Others

By Device Type:
• Smartphones and Tablets
• Desktops and Laptops
• Smart TVs & Set-Top Box
• Gaming Consoles & Streaming Devices

By Content Type:
• Video Streaming
• Game Streaming
• Audio Streaming
• Communication

By Service Verticals:
• Media and Entertainment
• Education and Learning
• Gaming
• Service Utilities

By User Type:
• Personal
• Commercial

By Component Type:
• Solution
• Services

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Over The Top (OTT) industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.





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Table of Contents

Table of Contents

1. Executive Summary
2. Market Dynamics
2.1. Market Drivers
2.2. Challenges
2.3. Opportunity
2.4. Restraints
2.5. Market Trends
2.6. Covid-19 Effect
2.7. Supply chain Analysis
2.8. Policy & Regulatory Framework
2.9. Industry Experts Views
3. Research Methodology
3.1. Secondary Research
3.2. Primary Data Collection
3.3. Market Formation & Validation
3.4. Report Writing, Quality Check & Delivery
4. Market Structure
4.1. Market Considerate
4.2. Assumptions
4.3. Limitations
4.4. Abbreviations
4.5. Sources
4.6. Definitions
5. Economic /Demographic Snapshot
6. Competitive Landscape
6.1. Competitive Dashboard
6.2. Business Strategies Adopted by Key Players
6.3. Key Players Market Share Insights and Analysis, 2022
6.4. Key Players Market Positioning Matrix
6.5. Consolidated SWOT Analysis of Key Players
6.6. Porter's Five Forces
7. Global Over The Top (OTT) Market Outlook
7.1. Market Size By Value
7.2. Market Size and Forecast, By Geography
7.3. Market Size and Forecast, By Type
7.4. Market Size and Forecast, By Device Type
7.5. Market Size and Forecast, By Content Type
7.6. Market Size and Forecast, By Service Verticals
7.7. Market Size and Forecast, By User Type
7.8. Market Size and Forecast, By Component Type
8. North America Over The Top (OTT) Market Outlook
8.1. Market Size By Value
8.2. Market Share By Country
8.3. Market Size and Forecast By Type
8.4. Market Size and Forecast By Device Type
8.5. Market Size and Forecast By Content Type
8.6. Market Size and Forecast By Service Verticals
8.7. Market Size and Forecast By User Type
8.8. Market Size and Forecast By Component Type
9. Europe Over The Top (OTT) Market Outlook
9.1. Market Size By Value
9.2. Market Share By Country
9.3. Market Size and Forecast By Type
9.4. Market Size and Forecast By Device Type
9.5. Market Size and Forecast By Content Type
9.6. Market Size and Forecast By Service Verticals
9.7. Market Size and Forecast By User Type
9.8. Market Size and Forecast By Component Type
10. Asia-Pacific Over The Top (OTT) Market Outlook
10.1. Market Size By Value
10.2. Market Share By Country
10.3. Market Size and Forecast By Type
10.4. Market Size and Forecast By Device Type
10.5. Market Size and Forecast By Content Type
10.6. Market Size and Forecast By Service Verticals
10.7. Market Size and Forecast By User Type
10.8. Market Size and Forecast By Component Type
11. South America Over The Top (OTT) Market Outlook
11.1. Market Size By Value
11.2. Market Share By Country
11.3. Market Size and Forecast By Type
11.4. Market Size and Forecast By Device Type
11.5. Market Size and Forecast By Content Type
11.6. Market Size and Forecast By Service Verticals
11.7. Market Size and Forecast By User Type
11.8. Market Size and Forecast By Component Type
12. Middle East & Africa Over The Top (OTT) Market Outlook
12.1. Market Size By Value
12.2. Market Share By Country
12.3. Market Size and Forecast By Type
12.4. Market Size and Forecast By Device Type
12.5. Market Size and Forecast By Content Type
12.6. Market Size and Forecast By Service Verticals
12.7. Market Size and Forecast By User Type
12.8. Market Size and Forecast By Component Type
13. Company Profile
13.1. Netflix, Inc
13.1.1. Company Snapshot
13.1.2. Company Overview
13.1.3. Financial Highlights
13.1.4. Geographic Insights
13.1.5. Business Segment & Performance
13.1.6. Product Portfolio
13.1.7. Key Executives
13.1.8. Strategic Moves & Developments
13.2. The Walt Disney Company
13.3. Apple, Inc
13.4. Amazon.com, Inc.
13.5. Paramount Global
13.6. Warnermedia Direct, Llc
13.7. Sling Tv Llc
13.8. Rakuten Group, Inc
13.9. Kakao Entertainment Co, Ltd
13.10. Alphabet Inc
14. Strategic Recommendations
15. Annexure
15.1. FAQ`s
15.2. Notes
15.3. Related Reports
16. Disclaimer

List of Figures

Figure 1: Global Over The Top (OTT) Market Size (USD Billion) By Region, 2022 & 2028
Figure 2: Market attractiveness Index, By Region 2028
Figure 3: Market attractiveness Index, By Type 2028
Figure 4: Competitive Dashboard of top 5 players, 2022
Figure 5: Market Share insights of key players, 2022
Figure 6: Porter's Five Forces of Global Over The Top (OTT) Market
Figure 7: Global Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 8: Global Over The Top (OTT) Market Share By Region (2022)
Figure 9: North America Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 10: North America Over The Top (OTT) Market Share By Country (2022)
Figure 11: Europe Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 12: Europe Over The Top (OTT) Market Share By Country (2022)
Figure 13: Asia-Pacific Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 14: Asia-Pacific Over The Top (OTT) Market Share By Country (2022)
Figure 15: South America Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 16: South America Over The Top (OTT) Market Share By Country (2022)
Figure 17: Middle East & Africa Over The Top (OTT) Market Size By Value (2017, 2022 & 2028F) (in USD Billion)
Figure 18: Middle East & Africa Over The Top (OTT) Market Share By Country (2022)

List of Tables

Table 1: Global Over The Top (OTT) Market Snapshot, By Segmentation (2022 & 2028) (in USD Billion)
Table 2: Influencing Factors for Global Over The Top (OTT) Market, 2022
Table 3: Top 10 Counties Economic Snapshot 2020
Table 4: Economic Snapshot of Other Prominent Countries 2020
Table 5: Average Exchange Rates for Converting Foreign Currencies into U.S. Dollars
Table 6: Global Over The Top (OTT) Market Size and Forecast, By Geography (2017 to 2028F) (In USD Billion)
Table 7: Global Over The Top (OTT) Market Size and Forecast, By Type (2017 to 2028F) (In USD Billion)
Table 8: Global Over The Top (OTT) Market Size and Forecast, By Device Type (2017 to 2028F) (In USD Billion)
Table 9: Global Over The Top (OTT) Market Size and Forecast, By Content Type (2017 to 2028F) (In USD Billion)
Table 10: Global Over The Top (OTT) Market Size and Forecast, By Service Verticals (2017 to 2028F) (In USD Billion)
Table 11: Global Over The Top (OTT) Market Size and Forecast, By User Type (2017 to 2028F) (In USD Billion)
Table 12: Global Over The Top (OTT) Market Size and Forecast, By Component Type (2017 to 2028F) (In USD Billion)
Table 13: North America Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 14: North America Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 15: North America Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 16: North America Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 17: North America Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 18: North America Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 19: Europe Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 20: Europe Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 21: Europe Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 22: Europe Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 23: Europe Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 24: Europe Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 25: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 26: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 27: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 28: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 29: Asia-Pacific Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 30: Asia-Pacific Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 31: South America Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 32: South America Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 33: South America Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 34: South America Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 35: South America Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 36: South America Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)
Table 37: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Type (2017 to 2028F) (In USD Billion)
Table 38: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Device Type (2017 to 2028F) (In USD Billion)
Table 39: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Content Type (2017 to 2028F) (In USD Billion)
Table 40: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Service Verticals (2017 to 2028F) (In USD Billion)
Table 41: Middle East & Africa Over The Top (OTT) Market Size and Forecast By User Type (2017 to 2028F) (In USD Billion)
Table 42: Middle East & Africa Over The Top (OTT) Market Size and Forecast By Component Type (2017 to 2028F) (In USD Billion)

　

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