OTT（Over The Top）市場報告：2030 年趨勢、預測與競爭分析

OTT 趨勢和預測

預計到 2030 年，全球 OTT 市場將達到 6,419 億美元，2024 年至 2030 年複合年成長率為 18.0%。該市場的主要促進因素是新興市場中訂閱服務 (SVOD) 的滲透率不斷提高、體育和娛樂服務的持續商品化、OTT 供應商之間的競爭日益激烈，以及智慧型裝置的普及和高速化。 。全球 OTT 市場的未來看起來充滿希望，媒體和娛樂、教育和學習、遊戲以及服務和公共事業市場都充滿機會。

Lucintel 預測，在智慧型手機用於 OTT 串流媒體的使用不斷增加以及新興國家大螢幕智慧型手機潛在市場不斷成長的推動下，智慧型手機和平板電腦將在預測期內實現最高成長。

預計北美地區在預測期內將出現最高的成長。

常問問題

Q.1 OTT市場規模有多大？

A1. 到 2030 年，全球 OTT 市場預計將達到 6,419 億美元。

Q.2 屋頂市場的成長預測是多少？

A2. 2024年至2030年，全球OTT市場預計將以18.0%的複合年成長率成長。

Q.3 影響 Overtop 市場成長的關鍵促進因素有哪些？

A3. 該市場的主要驅動力是新興市場中訂閱服務(SVOD) 的滲透率不斷提高、體育和娛樂服務的不斷商品化、OTT 提供商之間的競爭日益激烈，以及智慧設備的普及和使用機會的增加。

Q4.市場的主要細分市場是：

A4.OTT市場的未來充滿希望，媒體和娛樂、教育和學習、遊戲、服務和公共事業市場都有機會。

Q5.市場的主要企業是：

A5. 主要OTT公司如下：

• Facebook
• Microsoft Corporation
• Amazon Web Services
• Hulu
• Rakuten
• Apple
• Google
• Netflix
• Telstra Corporation
• Tencent Holdings

Q6.未來最大的細分市場是什麼？

A6.Lucintel預測，由於智慧型手機擴大使用OTT串流媒體以及新興國家大螢幕智慧型手機的潛在市場不斷成長，智慧型手機和平板電腦將在預測期內實現最高成長。

Q7. 未來五年預計哪些地區的市場成長最大？

A7. 預計北美地區在預測期內將出現最高成長。

Q8. 可以客製化報告嗎？

A8. 是的，Lucintel 提供 10% 的客製化服務，無需額外付費。

目錄

第1章執行摘要

第2章 全球OTT市場：市場動態

• 簡介、背景、分類
• 供應鏈
• 產業促進因素與挑戰

第3章 2018-2030年市場趨勢及預測分析

• 宏觀經濟趨勢（2018-2023）與預測（2024-2030）
• 全球OTT市場趨勢（2018-2023）與預測（2024-2030）
• 按串流媒體設備分類的全球 OTT 市場
  • 智慧型手機/平板電腦
  • 桌上型電腦/筆記型電腦
  • IPTV主機
• 全球 OTT 市場（按類型）
  • 遊戲串流媒體
  • 音訊串流
  • 影片串流
  • 溝通
• 按收益模式分類的全球 OTT 市場
  • 基於訂閱
  • 基於廣告
  • 基於交易
• 按最終用途產業分類的全球 OTT 市場
  • 媒體娛樂
  • 教育/學習
  • 遊戲
  • 服務/公共事業

第4章 2018-2030年區域市場趨勢及預測分析

• 按地區分類的全球 OTT 市場
• 北美OTT市場
• 歐洲OTT市場
• 亞太OTT市場
• 其他地區OTT市場

第5章 競爭分析

• 產品系列分析
• 營運整合
• 波特五力分析

第6章 成長機會與策略分析

• 成長機會分析
  • 串流媒體設備的全球 OTT 市場成長機會
  • 按類型分類的全球 OTT 市場成長機會
  • 按收益模式分類的全球 OTT 市場成長機會
  • 最終用戶產業的全球 OTT 市場成長機會
  • 按地區分類的全球 OTT 市場成長機會
• 全球OTT市場新趨勢
• 戰略分析
  • 新產品開發
  • 全球OTT市場容量擴張
  • 全球OTT市場的併購和合資企業
  • 認證和許可

第7章主要企業概況

• Facebook
• Microsoft Corporation
• Amazon Web Services
• Hulu
• Rakuten
• Apple
• Google
• Netflix
• Telstra Corporation
• Tencent Holdings

Over The Top Trends and Forecast

The future of the global over the top market looks promising with opportunities in the media and entertainment, education and learning, gaming, and service utilities markets. The global over the top market is expected to reach an estimated $641.9 billion by 2030 with a CAGR of 18.0% from 2024 to 2030. The major drivers for this market are growing subscription-based services (SVOD) adoption in emerging markets, constant commoditization of sports and entertainment services and increasing rivalry among OTT providers, and increasing smart device adoption and access to faster internet.

Lucintel forecasts that smartphones and tablets is expected to witness highest growth over the forecast period due to the rising use of smartphones for over-the-top (OTT) streaming and the expanding potential market in emerging nations for smartphones with bigger screens

North America is expected to witness highest growth over the forecast period.

Emerging Trends in the Over The Top Market

Several critical trends have marked the evolution in the OTT market, shaped by technology developments, changes in consumer behavior, and competitive dynamics.

• Ad-Supported Streaming Models: Many OTT platforms introduce ad-supported tiers, which will attract the price-sensitive consumer. This model provides a lower entry point cost and expands the audience base with additional revenue through advertising. This allows the platform to monetize without focusing solely on subscription fees.
• Integration of Artificial Intelligence: With each passing day, AI is being used for better content recommendations, user experiences, and personalized marketing. As a result of the analysis carried out by AI algorithms on the pattern and preference of viewing, more relevant content can be delivered, hence improving user engagement and increasing user retention. This also supports targeted advertising and content curation.
• Growth of Live Streaming: The increasing demand to engage audiences further has led to the live streaming of sports, events, and real-time content on these platforms. Platforms are also comfortable in investing in technologies promising high live streams with interactive features that keep viewership on the site longer. As a matter of fact, it serves exponential demand for real-time engagement and experience of live content exclusively.
• Increasing Regional and Local Content: OTT operators are investing heavily in regional and local content for various global audiences. This includes original series and films targeted at the taste and culture of locals that help OTT operators win and retain subscribers in different markets.
• More mobile optimization: Since more and more consumers are shifting to mobile devices, most of the OTT platforms are focused on mobile optimization for a seamless user experience. This includes everything from mobile-friendly interfaces to optimization of video quality at variable data speeds, along with integration with mobile payment systems.

All these trends can be said to be innovating and transforming the OTT market in its direction toward ad-supported models, integrating AI, live streaming, and offering more locally relevant content. This is how consumers are interacting with the OTT service providers. Thus, with these emerging trends, platforms improve user experiences, increase their market exposure, and develop a more competitive environment.

Recent Developments in the Over The Top Market

Recent developments in the OTT marketplace continue to reflect changes in technology, content strategies, and consumer preference. A few important developments have changed the perspective of the industry and shaken global market dynamics.

• Content personalization has been enhanced: The OTT platforms make recommendations on viewing content that is highly personalized using advanced algorithms and data analytics. This trend makes user involvement very active since suggestions are given out based on preference and history of the user. Also, personalization ensures increased subscriber retention and satisfaction.
• Expansion into Original Content: Major OTT providers are highly investing in the production of original content with a view to garner subscribers by differentiating their offerings. The recent development comprises highly exclusive shows, movies, and series available only on their respective platforms. Through original content, these platforms can create distinctive value propositions for themselves and compete more effectively.
• Adoption of 5G Technology: With the improvement of 5G technology, it enhances the quality and allows faster data transfer rates, hence allowing higher-resolution video streaming and improving the viewing experience. 5G adoptions power growth in mobile OTT consumption.
• Increased Consolidation and Acquisition: OTT is a wave of mergers and acquisition deals since the firms try to grow their libraries of content material, widen their presence in the market. Strategic partnerships and consolidations reshape the competitive landscape, offering new opportunities and challenges to the market players.
• Niche Streamers Gain Momentum: This is a trend of going back to the more niche streaming services, targeted to specific interests whether genres or even demographics. These may be services focused on sports, anime, or independent films, amongst other subjects, providing specific content for this kind of audience. This will enable niche-oriented marketing and more focused content offerings.

These recent developments only prove how dynamic the OTT market is, set amidst continuous technological developments, content strategies, and evolving consumer demands. Innovation and adaptation mean that platforms are being redefined in ways that chart the future of digital content consumption.

Strategic Growth Opportunities for Over The Top Market

The diverse applications open up a host of opportunities for growth within the OTT market. Thus, companies can ensure new avenues of revenue streams and a surge in market presence through their focus on these key areas.

• Creation of Original Content: One pivotal growth opportunity for the OTT platforms is investing in high-value original content. Original series, films, and exclusive shows may draw subscribers to the site and make it different from competitors. This creates brand loyalty and pushes up the value proposition of the platform.
• Ad-supported streaming models: provide a chance to delve deeper into the marketplace, capturing users who are not willing to subscribe. Revenue in this model is generated by ads, making it very inexpensive for consumers while building further market reach and revenue source diversification.
• Emerging Markets: Due to an increased per capita future growth in the Internet and mobile devices, tapping emerging markets offers great promise for further growth. With increasingly local content or low pricing levels, one can capture new subscribers in large markets like India, Southeast Asia, and Latin America.
• Improved Mobile and Interactive Experience: Give more attention to optimization for mobile and interactive features, such as live chat or real-time polls, in efforts to enrich user experience and engagement. As the levels of mobile consumption increase, the platforms that will offer seamless mobile experiences and interactive content will have more chances of attracting more viewers and retaining them.
• Strategic Partnerships and Collaborations: These would include partnerships with other media companies, content creators, or technology providers; such partnerships spur growth by expanding the content libraries and strong technological capabilities. Collaboration can also be a means to attain entry into new markets and expand service offerings.

These are strategic growth opportunities that will shape up the OTT market by placing emphasis on content innovation, market expansion, and enhanced user experiences. Companies that will be able to capitalize on such opportunities will experience significant growth in their positioning and strength in the competitive landscape, with evolved consumer demands being better met.

Over The Top Market Driver and Challenges

The various technological, economic, and regulatory factors drive growth and bring challenges to the OTT market. Therefore, understanding these drivers and challenges is important to be able to navigate them.

The factors responsible for driving the over the top market include:

1. Streaming Technology Development: Continuous development within the field of streaming, such as the improvement of compression algorithms and options for higher resolution, propels market growth. Improved technology enables not only better quality but also faster means of content delivery, thus improving the overall user experience and attracting subscribers.

2. Rising demand for on-demand content: Increasingly, consumers prefer on-demand content over traditional TV. The flexibility of being able to watch shows and movies from anywhere and at any time is a driving factor in demand for OTT services. It is this palpable shift in consumer behavior that helps fuel growth within the OTT market as these preferences are catered to.

3. Expansion of Broadband and Mobile Internet: The increased availability of high-speed broadband and mobile internet facilitates the growth of OTT platforms. The better infrastructure for the Internet helps in seamless streaming and accessibility, thereby increasing the uptake of the OTT services across different geographies.

Challenges in the over the top market are:

1. Intense Market Competition: The OTT market is immensely competitive, with numerous players competing for market share. Differentiating offerings and sustaining subscriber growth is emerging as one of the top challenges for many platforms amid such high levels of competition.

2. Regulatory and Licensing Issues: Complex regulatory environments, and respective licenses required, may dampen many OTT providers. Regulations related to content distribution, data privacy, and regional restrictions work to overtake the general mode of market operations and expansion strategy.

3. Content Piracy and Security Concerns: The would-be OTT platforms weigh in against threats of content piracy and security issues. This area of intellectual property protection and security of content against unauthorized distribution is an ongoing challenge that impinges strongly on revenue and brand reputation.

A few drivers and challenges shape the growth and development of the OTT market: strong drivers being technology advancements, consumer demand, and investments in content; while competition, regulation issues, and piracy are major challenges. These must be addressed effectively to ensure continual success in the dynamic OTT environment.

List of Over The Top Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies over the top companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the over the top companies profiled in this report include-

• Facebook
• Microsoft Corporation
• Amazon Web Services
• Hulu
• Rakuten
• Apple
• Google
• Netflix
• Telstra Corporation
• Tencent Holdings

Over The Top by Segment

The study includes a forecast for the global over the top by streaming devices, type, monetization model, end use industry, and region.

Over The Top Market by Streaming Devices [Analysis by Value from 2018 to 2030]:

• Smartphones and Tablets
• Desktops and Laptops
• IPTV and Consoles

Over The Top Market by Type [Analysis by Value from 2018 to 2030]:

• Game Streaming
• Audio Streaming
• Video Streaming
• Communication

Over The Top Market by Monetization Model [Analysis by Value from 2018 to 2030]:

• Subscription-Based
• Advertising-Based
• Transaction-Based

Over The Top Market by End Use Industry [Analysis by Value from 2018 to 2030]:

• Media and Entertainment
• Education and Learning
• Gaming
• Service Utilities

Over The Top Market by Region [Analysis by Value from 2018 to 2030]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Over The Top Market

The Over-The-Top market, comprising digital streaming services and content delivery platforms, has inclined toward rapid evolvement and hence, modifications, owing to continuous technological advancement and changing consumer preferences. However, the market dynamics of various regions are demonstrating different growth trajectories based on local demand, technological infrastructure, and regulatory environments.

• United States: Major platforms such as Netflix, Disney+, and Amazon Prime Video continue to invest billions in original content, with the U.S. OTT market continuing to grow. Of late, the development of ad-supported streaming tiers and smart home device integrations have become highly topical. Furthermore, consolidations and mergers, such as Discovery, Inc.'s acquisition of WarnerMedia, are reconfiguring the competitive landscape.
• China: The OTT marketplace of China is marked by rapid growth impelled by native giants like Tencent Video and iQIYI. Rapid growth has been the hallmark, fueled by restrictive regulations on foreign content, vested interests in increasing indigenous content production, improvements in mobile streaming capabilities, and association with various service providers of telecommunications.
• Germany: The German OTT market is in a growth phase, both internationally and locally, with Netflix and Amazon Prime Video competing against local services like RTL and ProSiebenSat.1. A subtle move toward integrating OTT services into traditional TV would be quite visibly carried out, together with the enhancement of user experience enabled by advanced recommendation algorithms.
• India: With increasing internet penetration and the use of mobile phones, the OTT market in India is growing phenomenally. The platforms like Hotstar or Disney+ Hotstar and Amazon Prime Video push the regional content in line. Some of the key trends are the emergence of affordable data plans in the industry and a surge in the production of original content for the local audience.
• Japan: There is intense competition in Japan's OTT market, with domestic and international players fiercely competing. This also involves heavy investments by Netflix in local content and partnerships with Japanese studios, among others, while Hulu Japan has created an independent company. This has also resulted in the emergence of other niche services, catering to different genres and interest areas, like anime, showing the fragmentation in consumer preference in the region.

Features of the Global Over The Top Market

Market Size Estimates: Over the top market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2018 to 2023) and forecast (2024 to 2030) by various segments and regions.

Segmentation Analysis: Over the top market by various segments, such as by streaming devices, type, monetization model, end use industry and region in terms of($B).

Regional Analysis: Over the top market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different, streaming devices, type, monetization model, end use industry, and regions for the over the top market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the over the top market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

If you are looking to expand your business in this market or adjacent markets, then contact us. We have done hundreds of strategic consulting projects in market entry, opportunity screening, due diligence, supply chain analysis, M & A, and more.

FAQ

Q.1 What is the over the top market size?

Answer: The global over the top market is expected to reach an estimated $641.9 billion by 2030.

Q.2 What is the growth forecast for over the top market?

Answer: The global over the top market is expected to grow with a cagr of 18.0% from 2024 to 2030.

Q.3 What are the major drivers influencing the growth of the over the top market?

Answer: The major drivers for this market are growing subscription-based services (SVOD) adoption in emerging markets, constant commoditization of sports and entertainment services and increasing rivalry among OTT providers, and increasing smart device adoption and access to faster internet.

Q4. What are the major segments for over the top market?

Answer: The future of the over the top market looks promising with opportunities in the media and entertainment, education and learning, gaming, and service utilities markets.

Q5. Who are the key Over The Top Market companies?

Answer: Some of the key over the top companies are as follows:

• Facebook
• Microsoft Corporation
• Amazon Web Services
• Hulu
• Rakuten
• Apple
• Google
• Netflix
• Telstra Corporation
• Tencent Holdings

Q6. Which over the top market segment will be the largest in future?

Answer: Lucintel forecasts that smartphones and tablets is expected to witness highest growth over the forecast period due to the rising use of smartphones for over-the-top (OTT) streaming and the expanding potential market in emerging nations for smartphones with bigger screens

Q7. In over the top market, which region is expected to be the largest in next 5 years?

Answer: North America is expected to witness highest growth over the forecast period.

Q.8 Do we receive customization in this report?

Answer: Yes, Lucintel provides 10% customization without any additional cost.

This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the over the top market by streaming devices (smartphones and tablets, desktops and laptops, and IPTV and consoles), type (game streaming, audio streaming, and video streaming, and communication), monetization model (subscription-based, advertising-based, and transaction-based), end use industry (media and entertainment, education and learning, gaming, and service utilities), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
• Market Report

Table of Contents

1. Executive Summary

2. Global Over The Top Market : Market Dynamics

• 2.1: Introduction, Background, and Classifications
• 2.2: Supply Chain
• 2.3: Industry Drivers and Challenges

3. Market Trends and Forecast Analysis from 2018 to 2030

• 3.1. Macroeconomic Trends (2018-2023) and Forecast (2024-2030)
• 3.2. Global Over The Top Market Trends (2018-2023) and Forecast (2024-2030)
• 3.3: Global Over The Top Market by Streaming Devices
  • 3.3.1: Smartphones and Tablets
  • 3.3.2: Desktops and Laptops
  • 3.3.3: IPTV and Consoles
• 3.4: Global Over The Top Market by Type
  • 3.4.1: Game Streaming
  • 3.4.2: Audio Streaming
  • 3.4.3: Video Streaming
  • 3.4.4: Communication
• 3.5: Global Over The Top Market by Monetization Model
  • 3.5.1: Subscription-Based
  • 3.5.2: Advertising-Based
  • 3.5.3: Transaction-Based
• 3.6: Global Over The Top Market by End Use Industry
  • 3.6.1: Media and Entertainment
  • 3.6.2: Education and Learning
  • 3.6.3: Gaming
  • 3.6.4: Service Utilities

4. Market Trends and Forecast Analysis by Region from 2018 to 2030

• 4.1: Global Over The Top Market by Region
• 4.2: North American Over The Top Market
  • 4.2.1: North American Over The Top Market by Streaming Devices: Smartphones and Tablets, Desktops and Laptops, and IPTV and Consoles
  • 4.2.2: North American Over The Top Market by End Use Industry : Media and Entertainment, Education and Learning, Gaming, and Service Utilities
• 4.3: European Over The Top Market
  • 4.3.1: European Over The Top Market by Streaming Devices: Smartphones and Tablets, Desktops and Laptops, and IPTV and Consoles
  • 4.3.2: European Over The Top Market by End Use Industry : Media and Entertainment, Education and Learning, Gaming, and Service Utilities
• 4.4: APAC Over The Top Market
  • 4.4.1: APAC Over The Top Market by Streaming Devices: Smartphones and Tablets, Desktops and Laptops, and IPTV and Consoles
  • 4.4.2: APAC Over The Top Market by End Use Industry: Media and Entertainment, Education and Learning, Gaming, and Service Utilities
• 4.5: ROW Over The Top Market
  • 4.5.1: ROW Over The Top Market by Streaming Devices: Smartphones and Tablets, Desktops and Laptops, and IPTV and Consoles
  • 4.5.2: ROW Over The Top Market by End Use Industry : Media and Entertainment, Education and Learning, Gaming, and Service Utilities

5. Competitor Analysis

• 5.1: Product Portfolio Analysis
• 5.2: Operational Integration
• 5.3: Porter's Five Forces Analysis

6. Growth Opportunities and Strategic Analysis

• 6.1: Growth Opportunity Analysis
  • 6.1.1: Growth Opportunities for the Global Over The Top Market by Streaming Devices
  • 6.1.2: Growth Opportunities for the Global Over The Top Market by Type
  • 6.1.3: Growth Opportunities for the Global Over The Top Market by Monetization Model
  • 6.1.4: Growth Opportunities for the Global Over The Top Market by End Use Industry
  • 6.1.5: Growth Opportunities for the Global Over The Top Market by Region
• 6.2: Emerging Trends in the Global Over The Top Market
• 6.3: Strategic Analysis
  • 6.3.1: New Product Development
  • 6.3.2: Capacity Expansion of the Global Over The Top Market
  • 6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Over The Top Market
  • 6.3.4: Certification and Licensing

7. Company Profiles of Leading Players

• 7.1: Facebook
• 7.2: Microsoft Corporation
• 7.3: Amazon Web Services
• 7.4: Hulu
• 7.5: Rakuten
• 7.6: Apple
• 7.7: Google
• 7.8: Netflix
• 7.9: Telstra Corporation
• 7.10: Tencent Holdings