Over the Top (OTT) Market

Over the Top (OTT) Market Size:

The global over the top (OTT) market size reached US$ 461.0 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 3,400.0 Billion by 2032, exhibiting a growth rate (CAGR) of 24.1% during 2024-2032. The growing internet penetration, rising adoption of smart devices, increasing demand for diverse content, and shift in user preferences from traditional broadcasting to on-demand, personalized media services are some of the factors bolstering the market growth.

Over the Top (OTT) Market Analysis:

• Major Market Drivers: The market is experiencing robust growth owing to the rising internet penetration and the proliferation of smart devices. Additionally, technological advancements that improve streaming capabilities and user experience, along with changing user preferences for on-demand content, are strengthening the market growth.
• Key Market Trends: OTT platforms are striving to distinguish themselves by ramping up the production of original content. Furthermore, the growing use of artificial intelligence (AI) and machine learning (ML) technologies in order to enhance content recommendation engines and user service is improving user engagement.
• Geographical Trends: North America dominates the market attributed to the high internet penetration and the presence of major players in the region.
• Competitive Landscape: Some of the major market players in the industry include Amazon.com, Inc., Eros International Plc., Google Inc., Hulu, LLC, International Business Machines (IBM) Corporation, Limelight Networks, Microsoft Corporation, Netflix, Inc., Nimbuzz, Star India, Tencent Holdings Ltd., Telstra Corporation Limited, The Walt Disney Company, Yahoo!, among many others.
• Challenges and Opportunities: The rising cost of content creation and acquisition is influencing the OTT market growth. However, there is an opportunity to integrate advanced technologies such as virtual reality (VR) and augmented reality (AR) to provide immersive viewing experiences.
   

Over the Top (OTT) Market Trends:

Diversification of Subscription Models and Bundling Services

There is a rise in the variety of subscription models and the strategic bundling of services as shown by the introduction of new OTT subscription bundled plans by Vodafone Idea in June 2024. The plans had varying prices for postpaid and prepaid users, providing them with the ability to watch live sports on services, such as Disney+ Hotstar and Sony LIV. Vodafone Idea aims to reach a wider audience, especially sports fans looking for convenient and value-enhanced packages, by combining OTT services with traditional telecom services like data and call benefits. This method improves user loyalty by increasing the perceived value of their subscriptions and also draws a variety of viewers by focusing on specific interests including cricket and football. This approach capitalizes on the connections between using mobile data and utilizing content, increasing the number of subscribers and their involvement in the OTT sector.

Enhanced Content Security and Infrastructure Scalability

Verimatrix's collaboration with Amazon Web Services (AWS) in February 2024 highlights the importance of improved content security and infrastructure scalability in supporting the over the top (OTT) market growth. This collaboration aimed to enhance the scalability and dependability of the Streamkeeper Multi-DRM platform, utilizing AWS's strong cloud services, such as Global Accelerator and Route 53. These improvements are crucial to guarantee quick and safe distribution of content, especially for live streaming and premium content, which are very vulnerable to cyber-attacks. Through enhancing security protocols and delivery services, OTT providers are able to present individuals with a viewing experience that is both reliable and smooth. This not only ensures that current subscribers are happy with their data protection and viewing experience but also appeals to new users who value content security and quality.

Strategic Acquisitions and Partnerships

Leading OTT companies can quickly grow their content libraries, improve their tech capabilities, and expand their market reach by obtaining new platforms or partnering with content creators, tech providers, and distribution channels. These partnerships enable rapid adjustment to evolving viewer tastes and advancements in technology. Acquisitions have the potential to introduce advanced streaming technologies or exclusive content in-house, distinguishing a platform from its rivals. Collaborating with local content producers or telecom companies can assist in accessing new geographical markets by utilizing established local infrastructure or user bases. This strategy drives both growth and innovation while solidifying market presence, highlighting the importance of strategic acquisitions and partnerships in succeeding within the ever-evolving OTT landscape. For example, in February 2024, Reliance Industries (RIL) started negotiations to purchase a 29.8% share in Tata Play from Disney, with the goal of combining JioCinema content with Tata Play's services and expanding its footprint in the TV distribution industry. Disney plans to sell its shares following the postponement of Tata Play's IPO, paving the way for a potential acquisition.

Over the Top (OTT) Market Segmentation:

IMARC Group provides an analysis of the key OTT market trends in each segment, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on component, platform type, deployment type, content type, revenue model, service type, and vertical.

Breakup by Component:

• Solution
• Services
   

Solution accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the component. This includes solution and services. According to the report, solution represented the largest segment.

Solution is the dominant segment, which includes a variety of software solutions that help with streaming, managing content, and making money from video content. Content delivery networks (CDNs), video management systems (VMS), subscription platforms, and payment gateways are essential for managing and distributing digital content in the OTT industry. In April 2024, Vakrangee revealed a collaboration with Global One Enterprise (Max TV) to provide subscription-based OTT services via its widespread Vakrangee Kendra network, granting users access to more than 1,300 channels and a wide range of content. This partnership was intended to expand OTT services to underprivileged regions in India. The reason for the dominance of this sector is due to the high demand for strong, adaptable, and safe platforms capable of managing large amounts of content and facilitating smooth delivery of content worldwide. The expansion of streaming services is driving the demand for these comprehensive solutions and leading to advancements and innovation in the industry to cater to changing individual preferences and technological progress.

Breakup by Platform Type:

• Smartphones
• Smart TV's
• Laptops Desktops and Tablets
• Gaming Consoles
• Set-Top Boxes
• Others
   

Smartphones holds the largest share of the industry

A detailed breakup and analysis of the market based on the platform type have also been provided in the report. This includes smartphones, smart TV’s, laptops desktops and tablets, gaming consoles, set-top boxes, and others. According to the report, smartphones accounted for the largest market share.

Smartphones are the leading segment as per the over the top (OTT) market forecast. The main reason for this dominance is because of the extensive use and popularity of smartphones worldwide, which provide the convenience of accessing content at any time and in any place. The portability of smartphones, along with higher screen resolutions and improved processing capabilities, positions them as the top choice for accessing streaming content. Moreover, the advancement of OTT applications designed specifically for mobile devices, with a focus on easy navigation and minimal data usage, also drives the expansion of this sector. The increasing prevalence of 5G technology is enhancing streaming on smartphones, solidifying their status as the primary platform for consuming OTT content.

Breakup by Deployment Type:

• Cloud
• On-Premise
   

On-premise represents the leading market segment

The report has provided a detailed breakup and analysis of the market based on the deployment type. This includes cloud and on-premise. According to the report, on-premise represented the largest segment.

On-premise holds the biggest market share according to the over the top (OTT) market outlook. The main reason for the popularity of this section is the level of control and security it provides, which are crucial aspects for numerous content providers. Having on-premise solutions enables OTT providers to oversee their infrastructure directly, ensuring better data security and adherence to regulatory requirements. This is especially vital for providers dealing with sensitive content or in areas with strict data protection regulations. Additionally, deploying on-premise can provide superior speed and reliability as data does not have to go through the internet. This is important for providing top-notch streaming experiences, particularly in areas with weaker internet systems.

Breakup by Content Type:

• Voice Over IP
• Text and Images
• Video
• Others
   

Video is the predominant market segment

A detailed breakup and analysis of the market based on the content type have also been provided in the report. This includes voice over IP, text and images, video, and others. According to the report, video accounted for the largest market share.

Video is the biggest segment based on the over the top (OTT) market insights. Video streaming services are currently leading the market by providing a variety of content, including movies, TV shows, live broadcasts, and user-generated content, to a growing audience looking for convenient and diverse entertainment options. The dominance of this segment is driven by factors like the rise in worldwide internet speeds, more connected devices, and individual preference for streaming services instead of traditional television. In addition, video platforms are constantly developing, integrating advanced technologies such as 4K and personalized recommendation engines to improve user experience and improve viewer engagement.

Breakup by Revenue Model:

• Subscription
• Procurement
• Rental
• Others
   

Subscription leads the market, accounting for the largest OTT market share

A detailed breakup and analysis of the market based on the revenue model have also been provided in the report. This includes subscription, procurement, rental, and others. According to the report, subscription accounted for the largest market share.

Subscription exhibits a clear dominance in the market because it provides individuals with a user-friendly experience, giving them unrestricted access to a wide range of content for a set monthly or yearly cost. Subscription platforms such as Netflix, Amazon Prime Video, and Hulu lure viewers with their straightforward pricing models, lack of binding contracts, and regular introduction of fresh, exclusive content. This model helps providers by guaranteeing consistent, reliable income flow and promoting lasting user connections. The scalability and efficiency of the subscription model are transforming content usage and establishing a benchmark for monetizing digital entertainment in the OTT market. In May 2024, Reliance Jio introduced a free OTT subscription for sports fans, granting JioAirFiber, JioFiber, and Jio Mobility prepaid customers on specific plans access to FanCode's high-quality sports material, such as Formula 1 streaming. This deal covers both current and new customers on certain plans, offering a better sports streaming experience without charging more.

Breakup by Service Type:

• Consulting
• Installation and Maintenance
• Training and Support
• Managed Services
   

Training and support dominates the market

The report has provided a detailed breakup and analysis of the market based on the service type. This includes consulting, installation and maintenance, training and support, and managed services. According to the report, training and support represented the largest segment.

Training and support are the biggest segment, on the basis of the OTT market forecast, emphasizing its crucial function in guaranteeing the effective uptake and use of technologies or services. This section addresses the rising demand for ongoing learning and adjustment in the face of rapidly changing technologies and intricate systems. Organizations and individuals increasingly rely on comprehensive training programs and robust support services to enhance skills, reduce operational errors, and improve efficiency. The dominance of this segment is reinforced by the shift towards digital platforms, where ongoing support and real-time problem resolution are essential. Training and support not only facilitate smoother transitions and updates for technologies but also help in retaining customer loyalty and satisfaction by ensuring users can fully leverage the capabilities of their purchased solutions.

Breakup by Vertical:

• Media & Entertainment
• Education & Training
• Health & Fitness
• IT & Telecom
• E-Commerce
• BFSI
• Government
• Others
   

Media and entertainment is the predominant market segment

A detailed breakup and analysis of the market based on vertical has also been provided in the report. This includes media and entertainment, education and training, health and fitness, IT and telecom, e-commerce, BFSI, government, and others. According to the report, media and entertainment accounted for the largest market share.

Media and entertainment are the biggest sectors as per the OTT market outlook attributed to the increasing use of online content, the rise of various streaming services, and the ongoing need for innovative entertainment options available worldwide on various devices. Technological advancements in high-definition video, AR, and VR greatly enhance the media and entertainment industry by providing more immersive viewing experiences. Moreover, the emergence of customized content, driven by data analysis and AI is transforming the way content is presented and utilized, positioning this industry as a key player in advancement and creativity in the digital era. Furthermore, key players forming strategic partnerships and mergers to increase their content libraries and reach are solidifying the market leadership of media and entertainment. In February 2024, Reliance's Jio Cinema and Disney Plus Hotstar announced a merger to combine their OTT platforms and content assets under a strategic joint venture between Reliance, Viacom 18, and The Walt Disney Company. This collaboration aims to create a leading media company in India, integrating OTT services, TV channels, and sharing over 30,000 content assets from Disney.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

North America leads the market, accounting for the largest market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for Over the Top (OTT).

North America emerges as the largest segment, underpinned by its advanced technological infrastructure, high internet penetration, and substantial user spending power. This region, particularly the United States and Canada, hosts a vibrant ecosystem for digital innovation, home to major industry players and startups alike. The dominance is further supported by a culture that rapidly adopts new technologies and a regulatory environment that generally supports digital entrepreneurship and innovation. The vast user base in this region exhibits a strong preference for on-demand and streaming services, making it an ideal market for digital and OTT platforms. In April 2024, Tata Play joined forces with Amazon Prime, a US-based subscription video on-demand OTT streaming and rental service, to provide Tata Play DTH and Binge viewer access to Prime Video content and Prime Lite perks. The goal of this partnership was to increase content availability and improve the viewing experience for Tata Play customers on both TV and OTT platforms.

Competitive Landscape:

• The OTT market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the industry include Amazon.com, Inc., Eros International Plc., Google Inc., Hulu, LLC, International Business Machines (IBM) Corporation, Limelight Networks, Microsoft Corporation, Netflix, Inc., Nimbuzz, Star India, Tencent Holdings Ltd., Telstra Corporation Limited, The Walt Disney Company, and Yahoo!.
  
  (Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
   
• Major participants in the OTT sector are actively increasing their viewer numbers and improving service options by forming strategic alliances, merging with other companies, and making acquisitions. They are making investments in creating content, obtaining exclusive rights to popular shows and movies, and producing original programming to set their platforms apart from rivals. These businesses are also prioritizing technological progress to enhance the quality of streaming and user experience, integrating AI and ML for personalized content suggestions and improved user engagement. Additionally, they are entering new geographical markets by adapting content and modifying their service models to meet local preferences and regulations. This multifaceted approach aims to solidify their presence and drive long-term over the top demand in a highly competitive market. In February 2024, Reliance Industries, Viacom18 Media, and The Walt Disney Corporation formed a joint venture, merging Viacom18's and Star India's television and digital streaming businesses into an $8.5 billion entertainment entity in India. Reliance invested $1.4 billion into the venture.

Over the Top (OTT) Market News:

• June 2024: Netflix Inc. rolled out its first major revamp of the television app in a decade, aiming to simplify navigation and increase viewer engagement. Changes included relocating the menu button to the top of the screen and introducing a new My Netflix tab for personalized content recommendations.
• June 2024: Amazon.com, Inc. agreed to acquire key assets of Indian video streaming service MX Player from Times Internet for less than $100 million. This move aimed to expand Amazon's presence in smaller Indian cities and towns by leveraging MX Player's popularity among those demographics.
• November 2023: The Walt Disney Company completed the acquisition of Comcast's 33% stake in Hulu, furthering Disney's streaming objectives. The acquisition was made under the terms of a put/call arrangement, with Disney expected to pay approximately $8.61 billion to NBC Universal.

Over The Top (OTT) Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and over the top (OTT) market dynamics from 2018-2032.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the global market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.