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市場調查報告書

商品編碼

1347995

全球 OTT 電視和視訊預測市場 - 2023-2030

Global OTT TV and Video Forecasts Market - 2023-2030

出版日期: 2023年09月11日 | 出版商:

DataM Intelligence | 英文 212 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

概述

全球OTT電視和視訊預測市場將於2022年達到1542億美元，預計到2030年將達到2311億美元，2023-2030年預測期間年複合成長率為7.9%。

全國高速網路連線的可用性使更多消費者能夠存取 OTT 內容並視覺化影片預測。隨著網路連線的改善，更多用戶能夠在沒有任何網路問題或緩衝問題的情況下串流視訊內容。根據 enterpriseapps 的數據，在印度，55% 的用戶居住在排名前 5 的地鐵站附近。到2022年底，OTT平台的用戶參與度為28.2%，到2027年底將增加至36%。

北美是全球OTT電視和視訊預測市場的成長地區之一，覆蓋了超過1/3的市場。該地區的網路普及率最高，增加了消費者無縫傳輸 OTT 內容的需求。消費者選擇可以在自己方便的時候觀看的隨選內容。智慧電視和 Amazon Fire TV 和 Apple TV 等連網裝置的日益普及使消費者能夠更輕鬆地存取 OTT 平台。

動力學

對影片內容的需求不斷成長

現代觀眾更喜歡娛樂選擇的靈活性和便利性。 OTT 平台讓觀眾可以按照自己的時間表存取各種視訊內容，而不受傳統電視時間表的限制。 OTT 平台可以不受地理界限的限制覆蓋全球受眾，這使內容創作者能夠瞄準不同的市場和人口統計數據。

例如，2023 年 8 月 2 日，NASA 推出了一個名為 NASA+ 的新串流媒體平台，旨在向大眾提供易於存取且引人入勝的太空相關內容。與傳統有線電視不同，NASA + 提供類似於Netflix 等服務的點播串流服務，允許觀眾選擇他們想觀看的內容，此舉反映了NASA 為適應不斷變化的觀眾偏好並迎合精通技術的觀眾而做出的努力。

瑞星線上串流平台

觀眾對點播內容的需求不斷成長，以獲取便利。線上平台可以輕鬆存取各種設備，包括智慧型手機、平板電腦和智慧電視。由於消費者可以在那裡觀看喜愛的節目，並且一些平台提供了可以在全球範圍內訪問的無廣告頻道。線上串流媒體平台可以在全球範圍內訪問，使內容創作者能夠接觸到本地市場以外的受眾，而這種全球影響力擴大了內容創作者和平台的收入潛力。

例如，2022年11月27日，世界射箭協會與科技公司StreamViral合作，將於2023年初推出名為「射箭+」的線上串流平台。該平台旨在向世界射箭協會現有轉播權未涵蓋地區的觀眾直播國際射箭賽事交易。它將舉辦現代射箭世界盃、現代射箭世界錦標賽、2024年巴黎奧運資格賽、世界二級排名賽等重大賽事。

技術進步

寬頻和 5G 網路等高速網路連線的可用性顯著提高了用戶的串流品質和體驗。高速網路可以無縫播放高畫質甚至 4K 內容，這對於吸引和留住觀眾至關重要。人工智慧驅動的推薦演算法分析用戶行為和偏好，以提供個人化的內容推薦。

例如，2022 年 4 月 27 日，Max Velocity 是一款基於瀏覽器的視訊說故事工具，旨在改變廣播產業。它使媒體客戶能夠在任何環境中有效地創建高品質的數位內容，從而更輕鬆地跨平台發佈內容。 Max Alert Live 是 The Weather Company 警報平台的最新成員，該解決方案旨在透過向觀眾通知破壞性天氣事件，讓他們了解情況並確保安全。

串流媒體成本高

高速網路基礎設施的可用性因地區而異，而在網路存取受限的地區，使用者在串流高品質內容時面臨許多困難，從而阻礙了市場的成長。串流影片內容消耗大量數據，促使數據使用量增加，增加了計畫的成本。

並非所有設備都與每個 OTT 平台相容。用戶在其首選設備上存取某些平台時可能會面臨限制，從而影響他們的整體觀看體驗。圍繞內容、資料保護和網路中立性的監管框架可能會影響 OTT 服務在不同地區的運作方式。遵守不同的法規可能很複雜且成本高昂。

Overview

Global OTT TV and Video Forecasts Market reached US$ 154.2 billion in 2022 and is expected to reach US$ 231.1 billion by 2030, growing with a CAGR of 7.9% during the forecast period 2023-2030.

The availability of high-speed internet connectivity across the nation has enabled more consumers to access OTT content and visualize video forecasts. As internet connectivity improves, more users are able to stream video content without any network issue or buffering issues. According to enterpriseapps, in India there is 55% of users that resides over top 5 metro stations. In the end of 2022 the user involvement is 28.2% of the OTT platform which will increase upto 36% at the end of 2027.

North America is among the growing regions in the global OTT TV and video forecasts market covering more than 1/3rd of the market. The region has the highest penetration level of the internet, which increases demand for consumers to stream OTT content seamlessly. Consumers choose on-demand content which they can watch at their own convenience. The growing adoption of smart TVs and connected devices such as Amazon Fire TV and Apple TV made it easier for consumers to access OTT platforms.

Dynamics

Increasing Demand for Video Content

Modern audiences prefer flexibility and convenience in their entertainment choices. OTT platforms allow viewers to access a wide variety of video content on their own schedule, without the limitations of traditional TV schedules. OTT platforms can reach a global audience without the limitations of geographical boundaries and this enables content creators to target diverse markets and demographics.

For instance, on 02 August 2023, NASA introduced a new streaming platform called NASA + , aiming to provide accessible and engaging space-related content to the public. Unlike traditional cable TV NASA + offers on-demand streaming similar to services like Netflix, allowing viewers to choose what they want to watch and this move reflects NASA's effort to adapt to changing viewer preferences and cater to a tech-savvy audience.

Rising Online Streaming Platform

The growing demand for on-demand content viewers access their convenience. Online platforms provides easy access to various devices that includes smartphones, tablets and smart Tvs. As consumers can view there favorite shows and some platforms offers ad-free channels which can access globally. Online streaming platforms can be accessed globally, allowing content creators to reach audiences beyond their local markets and this global reach expands revenue potential for both content creators and platforms.

For instance, on 27 November 2022, World Archery is partnering with technology company StreamViral to launch an online streaming platform called "archery + " in early 2023. The platform aims to broadcast international archery events to audiences in regions not covered by World Archery's existing rights deals. It will feature major events such as the Hyundai Archery World Cup, the Hyundai World Archery Championships, qualifiers for the Paris 2024 Olympic Games and second-tier world ranking tournaments.

Technology Advancement

The availability of high-speed internet connections like broadband and 5G networks, significantly improved the streaming quality and experience for users. High-speed internet enables seamless playback of high-definition and even 4K content, which is crucial for attracting and retaining viewers. AI-driven recommendation algorithms analyze user behavior and preferences to provide personalized content recommendations.

For instance, on 27 April 2022, Max Velocity was a browser-based video storytelling tool designed to transform the broadcast industry. It enables media clients to efficiently create high-quality digital content from any environment, making it easier to publish content across platforms. Max Alert Live is the latest addition to The Weather Company's alerting platform and this solution is designed to keep audiences informed and safe by notifying them of disruptive weather events.

High Streaming Cost

The availability of high-speed internet infrastructure varies from region to region and the areas where limited access to the internet is there users face many difficulties in streaming the high-quality content that hinder the growth of the market. Streaming video content consumes a significant amount of data that leads to have higher use of data which increases the cost of the plans.

Not all devices are compatible with every OTT platform. Users might face limitations in accessing certain platforms on their preferred devices, affecting their overall viewing experience. Regulatory frameworks around content, data protection and net neutrality can impact how OTT services operate in different regions. Compliance with varying regulations can be complex and costly.

Segment Analysis

The global OTT TV and video forecasts market is segmented based type, platform, service, application and region.

Rising Adoption of VoIP Platform

VoIP is expected to hold a significant share of around 1/3rd of the global market in 2022. VoIP services typically offer lower costs for voice communication compared to traditional telephony. As OTT platforms continue to gain popularity for video content, users might also be attracted to the cost savings of using VoIP for voice communication. Integrating VoIP into the OTT platforms can offer a convenient and seamless experience for users, allowing them to access both video content and voice communication from a single app or platform.

For instance, on 14 October 2022, ONEDigital, the media and communications vertical of the global Hinduja Group, introduced its integrated offering called "ONEDigital" and this comprehensive solution provides customers with a range of digital services, including broadband, digital TV, OTT content, Voice over Internet Protocol (VoIP)/Intercom, home and building WiFi, as well as CCTV solutions.

Geographical Penetration

Rising Internet Penetration and Digitalization in Asia-Pacific

Asia-Pacific is expected to be the fastest growing region in the global OTT TV and video forecasts market covering about 1/4th of the market. The region has witnessed a significant increase in internet penetration, driven by expanding connectivity in both urban and rural areas and this widespread access to high-speed internet enables consumers to stream OTT content seamlessly. Urbanization and increased urban lifestyles drive demand for entertainment options accessible through mobile devices.

For instance, on 29 August 2023, TV9 Network, India's largest news network, is once again disrupting the industry with the launch of News9 Mediaverse, India's first fully integrated digital-first English news brand and this revolutionary move combines three components: News9 Plus, the world's first news OTT News9 Live, India's only 24/7 digital exclusive news stream and News9Live.com, a rapidly growing English text platform.

Competitive Landscape

The major global players in the market include: Apple, Airtel, Amazon Prime, Globacom, Iflix, Netflix, MTN, HBO, Tigo and Vodafone.

COVID-19 Impact Analysis

OTT platforms with a global presence benefitted from their ability to reach audiences in different regions simultaneously, this global reach was advantageous as different regions experienced lockdowns and restrictions at various times. While OTT platforms focused on delivering content, there were challenges in content production due to restrictions on filming and social distancing measures and this led to delays in the release of some content and a shift in content release schedules.

Some OTT platforms adopted hybrid release strategies, combining theatrical releases with digital premieres and this approach allowed them to cater to different audience preferences and maximize revenue. While the pandemic initially disrupted production schedules, many OTT platforms quickly adapted by investing in the creation of original content, this not only ensured a steady stream of new content but also allowed platforms to differentiate themselves and attract subscribers.

AI Impact

AI-powered recommendation engines analyze user preferences, viewing history and behavior to provide personalized content suggestions and this enhances user engagement by ensuring that viewers are presented with content that aligns with their interests, increasing the likelihood of longer viewing sessions and reduced churn rates. AI algorithms enable improved content discovery by categorizing and tagging content based on its themes, genres and metadata.

AI-driven ad insertion helps tailor advertisements to individual viewers based on their demographics, interests and online behavior and this enhances the ad viewing experience by presenting more relevant and engaging ads, leading to more click-through rates and ad revenue. AI-powered video analytics provide valuable insights into viewer behavior, such as engagement patterns, drop-off points and content preferences, this data helps content creators and providers make informed decisions about content production, licensing and marketing strategies.

For instance, on 16 August 2023, Sabio Holdings Inc., a prominent provider of connected TV (CTV) and over-the-top (OTT) advertising platforms, announced a new AI feature within its App Science Insights analytics dashboard and this feature utilizes Natural Language Processing to automate the analysis of metrics within the dashboard, facilitating easier data interpretation for media agencies and brands.

Russia- Ukraine War Impact

The conflict may lead to disruptions in content availability and distribution. Depending on the severity of the conflict and related sanctions, content creators, distributors and platforms operating in the affected regions might face challenges in delivering content to audiences, potentially affecting the variety and availability of content on OTT platforms. The conflict may impact consumer behavior and preferences in the regions directly affected by the crisis.

Advertisers might reevaluate their advertising strategies and budgets in light of the geopolitical situation. Advertisers may choose to reallocate budgets to target specific regions or demographic segments, impacting the revenue streams for OTT platforms that rely on advertising as a revenue source region where the conflict is more intense, there could be disruptions in internet infrastructure and connectivity.

By Type

VoIP
Text & Image
Video

By Platform

Smartphones
Smart TVs
Laptops/Desktops
Gaming
Others

By Service

SVOD
AVOD
TVOD
Live Streaming

By Application

Household
Commercial
Educational
Government
Others

By Region

North America
- U.S.
- Canada
- Mexico

Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe

South America
- Brazil
- Argentina
- Rest of South America

Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific

Middle East and Africa

Key Developments

On 27 July 2023, Indian startup Excitel introduced a new home internet plan named the 'Cable Cutter' plan, aimed at enhancing the home entertainment experience for its customers. The plan offers impressive speeds of up to 400 Mbps and includes 12 over-the-top (OTT) channels, featuring a selection of over 550 Live TV channels.
On 30 August 2022, Sports betting company FanDuel Group is launching a new linear TV network and a standalone OTT platform in September. FanDuel TV and FanDuel + will become the first linear/digital network dedicated to sports wagering content. The content includes more than 3,000 hours of live sports, with well-known pundits hosting programming to engage sports fans and integrate with FanDuel's mobile app.
On 25 August 2023, World Rugby is introducing its own free-to-air streaming platform called RugbyPass TV, which will provide international rugby matches to global fans. The OTT platform, powered by Endeavor Streaming, is set to launch with the Rugby World Cup 2023 on September 8. RugbyPass TV will cover both men's and women's tournaments, offering more than 1,000 hours of historic matches and behind-the-scenes content.

Why Purchase the Report?

To visualize the global OTT TV and video forecasts market segmentation based on type, platform, service, application and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of OTT TV and video forecasts market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global OTT TV and video forecasts market report would provide approximately 69 tables, 72 figures and 212 pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Type
3.2. Snippet by Platform
3.3. Snippet by Service
3.4. Snippet by Application
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Increasing Demand for Video Content
  - 4.1.1.2. Rising Online Streaming Platform
  - 4.1.1.3. Technology Advancement
- 4.1.2. Restraints
  - 4.1.2.1. High Streaming Cost
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Type

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 7.1.2. Market Attractiveness Index, By Type
7.2. VoIP*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Text & Image
7.4. Video

8. By Platform

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 8.1.2. Market Attractiveness Index, By Platform
8.2. Smartphones*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Smart TVs
8.4. Laptops/Desktops
8.5. Gaming
8.6. Others

9. By Service

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 9.1.2. Market Attractiveness Index, By Service
9.2. SVOD*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. AVOD
9.4. TVOD
9.5. Live Streaming

10. By Application

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 10.1.2. Market Attractiveness Index, By Application
10.2. Household*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Commercial
10.4. Educational
10.5. Government
10.6. Others

11. By Region

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 11.1.2. Market Attractiveness Index, By Region
11.2. North America
- 11.2.1. Introduction
- 11.2.2. Key Region-Specific Dynamics
- 11.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.2.7.1. U.S.
  - 11.2.7.2. Canada
  - 11.2.7.3. Mexico
11.3. Europe
- 11.3.1. Introduction
- 11.3.2. Key Region-Specific Dynamics
- 11.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.7.1. Germany
  - 11.3.7.2. UK
  - 11.3.7.3. France
  - 11.3.7.4. Italy
  - 11.3.7.5. Russia
  - 11.3.7.6. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Key Region-Specific Dynamics
- 11.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.7.1. Brazil
  - 11.4.7.2. Argentina
  - 11.4.7.3. Rest of South America
11.5. Asia-Pacific
- 11.5.1. Introduction
- 11.5.2. Key Region-Specific Dynamics
- 11.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.5.7.1. China
  - 11.5.7.2. India
  - 11.5.7.3. Japan
  - 11.5.7.4. Australia
  - 11.5.7.5. Rest of Asia-Pacific
11.6. Middle East and Africa
- 11.6.1. Introduction
- 11.6.2. Key Region-Specific Dynamics
- 11.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application

12. Competitive Landscape

12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis

13. Company Profiles

13.1. Apple*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Key Developments
13.2. Airtel
13.3. Amazon Prime
13.4. Globacom
13.5. Iflix
13.6. Netflix
13.7. MTN
13.8. HBO
13.9. Tigo
13.10. Vodafone

LIST NOT EXHAUSTIVE