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市場調查報告書
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1433838

OTT（Over-the-Top）：市場佔有率分析、產業趨勢/統計、成長預測（2024-2029）

Over The Top (OTT) - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3個工作天內

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簡介目錄

OTT（Over-the-Top）市場規模預計到 2024 年將達到 5,800 億美元，預計到 2029 年將達到 1.99 兆美元，在預測期內（2024-2029 年）複合年成長率為 28.19%。完畢。

Over The Top (OTT) 市場

OTT市場是指繞過有線和衛星電視等傳統傳輸管道，透過網路直接向使用者傳送視訊和音訊媒體內容。 OTT 平台提供各種內容的隨選訪問，包括電影、電視節目、現場活動和原創節目。

主要亮點

  • OTT 是透過高速網路連線而非基於有線或衛星供應商的平台提供的電影和電視內容平台。 OTT 的採用對視訊、音樂、播客和音訊串流類別做出了重大貢獻。更窄的類型選擇、包裝彈性、廣泛的設備可用性、網際網路普及和更低的成本推動了採用率的提高。此外，對客製化內容的需求不斷成長，導致 OTT 設備的顯著普及。
  • 體育和娛樂服務商品化的持續轉變以及 OTT 提供者之間日益激烈的競爭預計將推動 OTT 市場的發展。近年來，我們消費體育賽事和娛樂內容的方式發生了重大轉變。傳統上，這些服務主要透過有線或衛星訂閱提供，客製化和點播觀看選項有限。然而，OTT 平台的崛起打破了這種模式，直接向消費者提供廣泛的體育賽事、直播和娛樂內容。
  • 新興市場擴大採用 SVOD（訂閱視訊點播）服務預計將推動 OTT 市場的發展。由於多種因素，SVOD 服務在世界各地（包括新興市場）廣受歡迎。許多新興國家中階的擴大和可支配收入的增加正在促進 SVOD 服務的成長。隨著越來越多的人有能力訂閱，透過 OTT 平台存取各種內容的需求不斷增加。
  • 影片內容盜版是影響 OTT 市場的關鍵問題。盜版涉及未經授權分發和消費受版權保護的內容，導致內容創作者和合法串流媒體平台的收益損失。盜版破壞了 OTT 提供者的經營模式，他們依靠訂閱費和廣告收入來維持業務並為內容製作提供資金。
  • COVID-19 的疫情對 OTT 市場產生了重大影響。全球健康危機和由此產生的封鎖措施導致對串流媒體服務的需求激增，從多個方面加速了 OTT 行業的成長。由於人們因限制而被困在家中並尋找娛樂選擇，對串流媒體服務的需求激增。許多人轉向 OTT 平台觀看電影、電視節目、紀錄片和其他型態的內容。需求的激增導致現有串流媒體服務的訂閱數量大幅增加以及新平台的出現。

OTT市場趨勢

智慧型設備的普及和網際網路速度的提高正在推動 OTT 市場的發展

  • 智慧型裝置的普及和高速網路存取的增加是推動 OTT 市場成長的關鍵因素。智慧型手機、平板電腦、智慧型電視和其他連網裝置的日益普及為用戶提供了更多存取 OTT 服務的方式。這些設備配備了網際網路連接並支援串流應用程式，使消費者可以更輕鬆地觀看自己喜愛的節目、電影和其他點播內容。
  • 此外，寬頻和 4G/5G 行動網路等高速網路連線的可用性也在實現無縫串流體驗方面發揮關鍵作用。儘管網路用戶數量的增加是全球趨勢，但也存在地區差異。
  • 據Cisco稱，在預測期內，北美的網路普及最高（其次是西歐），但中東和非洲預計將成長最快（2018年至2023年的複合年成長率為10%）。更快的網路速度可以實現更流暢的播放、更少的緩衝時間以及高清 (HD) 和超高清 (UHD) 內容的串流傳輸。這大大改善了整體用戶體驗，並有助於OTT服務的日益普及。
  • 智慧型設備和高速網際網路的結合也提高了個人化和便利性。 OTT 平台利用資料分析和推薦演算法來了解用戶偏好並提供個人化內容推薦。此外，只要有網路連接，使用者就可以隨時隨地存取內容。
  • 這些因素正在推動 OTT 平台的成長，吸引更多用戶並推高訂閱和廣告收益。因此，傳統媒體公司和廣播公司正在認知到 OTT 的重要性，並透過推出自己的串流服務或與現有 OTT 平台合作來開拓這個不斷擴大的市場。

預計北美將佔據較大市場佔有率

  • 近年來，北美OTT市場經歷了顯著成長。北美是一些最著名和最成熟的 OTT 平台的所在地，包括 Netflix、Amazon Prime Video、Hulu 和 Disney+。這些平台擁有龐大的用戶群，並提供龐大的內容庫，包括電影、電視節目、紀錄片和原創作品。
  • Roku、Apple TV、Amazon Fire TV 和 Google Chromecast 等串流裝置在北美很普及。這些設備可以輕鬆存取各種 OTT 平台，並允許用戶直接在電視上傳輸內容。
  • 北美消費者的觀看習慣正在發生顯著變化，越來越多的人選擇 OTT 服務，而不是傳統的有線或衛星電視服務。 OTT 平台的彈性、成本效益和個人化內容產品推動了這一趨勢。
  • 體育串流媒體在北美越來越受歡迎，各大體育聯盟和組織都推出了自己的 OTT 平台或與現有服務合作。這些平台提供體育賽事直播、獨家內容、幕後報導等，以滿足日益成長的體育內容需求。
  • 內容在地化是北美OTT市場的主要趨勢。提供者正在投資創建原創的在地化內容，以滿足當地偏好和人口統計。這種方法可以幫助您獲取並留住用戶，並使您的平台在競爭激烈的市場中脫穎而出。

OTT產業概況

OTT 市場較為分散。隨著越來越多的媒體和內容公司加入串流電視潮流，市場競爭變得越來越激烈。公司注重產品創新以吸引消費者的注意。該市場的主要企業包括 Netflix, Inc.、亞馬遜公司 (Prime Video)、華特迪士尼公司 (Hulu)、騰訊控股有限公司、Roku Inc. 等。市場參與者正在採取聯盟和收購等策略來增強其產品供應並獲得永續的競爭優勢。

  • 2022 年 12 月 - Netflix 與 Nike Training Club 合作，將鍛鍊和健身節目引入 OTT 平台。 Netflix 和 Nike Training Club 合作將健身內容引入影片串流平台。
  • 2022 年 11 月 - 亞馬遜推出智慧型手機 Prime Video 會員資格，每年 599 盧比（7.29 美元）。該計劃僅在印度境內提供，您可以使用官方網站或 Android 應用程式購買行動存取的年度訂閱。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第1章簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

  • 市場概況
  • 生態系分析
  • 產業吸引力－波特五力分析
    • 新進入者的威脅
    • 買方議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭公司之間敵對關係的強度

第5章市場動態

  • 市場促進因素
    • 智慧型裝置的普及和高速網路存取的擴大
    • 體育娛樂服務商品化正在進行，OTT 提供者之間的競爭日益激烈
    • SVOD（基於訂閱的服務）在新興市場的普及
  • 市場限制因素
    • 影片內容盜版和間諜軟體使用者資料庫安全威脅日益嚴重
  • COVID-19 對 OTT 和電視產業的影響

第6章市場區隔

  • 按服務類型
    • SVOD
    • TVOD
    • AVOD
  • 按地區
    • 北美洲
    • 歐洲
    • 亞太地區
    • 拉丁美洲
    • 中東/非洲

第7章 競爭形勢

  • 公司簡介
    • Netflix, Inc.
    • Amazon.com Inc.（Prime Video）
    • The Walt Disney Company（Hulu）
    • Tencent Holdings Ltd
    • Roku Inc.
    • Google LLC（YouTube）
    • DAZN Group Limited
    • NBC Universal（Hayu）
    • PCCW Media Group（Viu）

第8章投資分析

第9章市場的未來

簡介目錄
Product Code: 66482

The Over The Top Market size is estimated at USD 0.58 trillion in 2024, and is expected to reach USD 1.99 trillion by 2029, growing at a CAGR of 28.19% during the forecast period (2024-2029).

Over The Top (OTT) - Market

The Over-the-Top (OTT) market refers to delivering video, audio, and other media content over the Internet directly to users, bypassing traditional distribution channels like cable or satellite television. OTT platforms provide on-demand access to a wide range of content, including movies, TV shows, live events, and original programming.

Key Highlights

  • 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.
  • The ongoing shift towards commoditizing sporting and entertainment services and growing competition among OTT providers are expected to drive the Over-the-Top (OTT) market. In recent years, there has been a significant shift in how sporting events and entertainment content are consumed. Traditionally, these services were primarily delivered through cable and satellite TV subscriptions, with limited options for customization and on-demand viewing. However, the rise of OTT platforms has disrupted this model by offering a wide range of sporting events, live broadcasts, and entertainment content directly to consumers.
  • The increasing adoption of Subscription Video on Demand (SVOD) services in emerging markets is expected to drive the Over-the-Top (OTT) market. Due to several factors, SVOD services have gained significant popularity worldwide, including in emerging markets. The expanding middle class and rising disposable incomes in many emerging economies have contributed to the growth of SVOD services. As more individuals have the financial means to afford subscriptions, there is an increased demand for access to a wide variety of content through OTT platforms.
  • Video content piracy is a significant issue affecting the OTT market. Piracy involves the unauthorized distribution and consumption of copyrighted content, leading to revenue losses for content creators and legitimate streaming platforms. It undermines the business models of OTT providers, who rely on subscription fees or advertising revenue to sustain their operations and fund content creation.
  • The COVID-19 pandemic has significantly impacted the Over-the-Top (OTT) market. The global health crisis and associated lockdown measures led to a surge in demand for streaming services and accelerated the growth of the OTT industry in several ways. With people staying at home due to restrictions and seeking entertainment options, the demand for streaming services skyrocketed. Many individuals turned to OTT platforms for movies, TV shows, documentaries, and other forms of content. This surge in demand resulted in a significant increase in subscriptions for established streaming services and the launch of new platforms.

Over The Top (OTT) Market Trends

Adoption of Smart Devices & higher Internet Speeds is Expected to Drive Over the Top (OTT) Market

  • The growth in the adoption of smart devices and greater access to higher internet speeds are key factors driving the growth of the Over-the-Top (OTT) market. The increasing penetration of smartphones, tablets, smart TVs, and other connected devices has provided users with more avenues to access OTT services. These devices come equipped with internet connectivity and support streaming applications, making it easier for consumers to watch their favorite shows, movies, and other content on demand.
  • Furthermore, the availability of high-speed internet connections, such as broadband and 4G/5G mobile networks, has played a crucial role in enabling seamless streaming experiences. While the increase in Internet users is a worldwide trend, regional variances exist.
  • According to Cisco Systems, North America is likely to have the greatest internet adoption rate during the projection period (followed by Western Europe), but the Middle East and Africa are expected to have the quickest growth (10 % CAGR from 2018 to 2023). Faster internet speeds allow for smoother playback, reduced buffering times, and the ability to stream high-definition (HD) and ultra-high-definition (UHD) content. This has greatly improved the overall user experience and contributed to the growing popularity of OTT services.
  • The combination of smart devices and high-speed internet has also led to increased personalization and convenience. OTT platforms leverage data analytics and recommendation algorithms to understand users' preferences and provide personalized content recommendations. Additionally, users can access content whenever and wherever they want, as long as they have an internet connection.
  • These factors have fueled the growth of OTT platforms, attracting many subscribers and driving the revenue generated by subscription fees and advertisements. As a result, traditional media companies and broadcasters have recognized the importance of OTT and have launched their own streaming services or partnered with existing OTT platforms to tap into this expanding market.

North America is Expected to Hold the Significant Market Share

  • The North American OTT market has witnessed significant growth in recent years. North America is home to some of the most prominent and established OTT platforms, including Netflix, Amazon Prime Video, Hulu, and Disney+. These platforms have gained a large subscriber base and offer a vast content library, including movies, TV shows, documentaries, and original productions.
  • Streaming devices, such as Roku, Apple TV, Amazon Fire TV, and Google Chromecast, have seen widespread adoption in North America. These devices provide easy access to various OTT platforms and allow users to stream content directly on their TVs.
  • North America has experienced a significant shift in consumer viewing habits, with an increasing number of individuals opting for OTT services and not subscribing to traditional cable or satellite TV services. OTT platforms' flexibility, cost-effectiveness, and personalized content offerings have contributed to this trend.
  • Sports streaming has gained traction in North America, with major sports leagues and organizations launching their own OTT platforms or partnering with existing services. These platforms offer live sports events, exclusive content, and behind-the-scenes coverage to cater to the growing demand for sports content.
  • Localization of content is a significant trend in the North American OTT market. Providers invest in original content production specific to the region, targeting local preferences and demographics. This approach helps attract and retain subscribers and differentiate platforms in a competitive market.

Over The Top (OTT) Industry Overview

The Over the Top (OTT) Market is fragmented. With many media and content companies jumping on the streaming TV bandwagon, the marketplace is becoming increasingly competitive, creating even more competition for high-quality content to keep viewers hooked. The companies are focusing on product innovation to gain consumer attention. Major players in the market are Netflix, Inc., Amazon.com Inc.(Prime Video), The Walt Disney Company (Hulu), Tencent Holdings Ltd, and Roku Inc. among others. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • December 2022 - Netflix has collaborated with Nike Training Club to deliver workout and fitness programming to the OTT platform. Fitness content is being delivered to the video streaming platform through the collaboration between Netflix and Nike Training Club.
  • November 2022 - Amazon has introduced a smartphone version of its Prime Video membership, which costs Rs 599 (USD 7.29)annually. This plan would be accessible specifically in India, and clients can purchase an annual subscription for their mobile access using the official website or the Android app.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Ecosystem Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Adoption of Smart Devices & Greater Access to Higher Internet Speeds
    • 5.1.2 Ongoing Shift Towards Commoditization of Sporting & Entertainment Services Coupled with Growing Competition Among OTT Providers
    • 5.1.3 Increasing Adoption of SVOD (subscription - Based Services) in Emerging Markets
  • 5.2 Market Restraints
    • 5.2.1 Growing Threat of Video Content Piracy and Security Threat of User Database Due to Spyware
  • 5.3 Impact of COVID -19 on the OTT and TV industry

6 MARKET SEGMENTATION

  • 6.1 By Type of Service
    • 6.1.1 SVOD
    • 6.1.2 TVOD
    • 6.1.3 AVOD
  • 6.2 By Geography
    • 6.2.1 North America
    • 6.2.2 Europe
    • 6.2.3 Asia Pacific
    • 6.2.4 Latin America
    • 6.2.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Netflix, Inc.
    • 7.1.2 Amazon.com Inc. (Prime Video)
    • 7.1.3 The Walt Disney Company (Hulu)
    • 7.1.4 Tencent Holdings Ltd
    • 7.1.5 Roku Inc.
    • 7.1.6 Google LLC (YouTube)
    • 7.1.7 DAZN Group Limited
    • 7.1.8 NBC Universal (Hayu)
    • 7.1.9 PCCW Media Group (Viu)

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET