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OTT（オーバーザトップ）市場レポート：コンポーネント別、プラットフォームタイプ別、展開タイプ別、コンテンツタイプ別、収益モデル別、サービスタイプ別、業界別、地域別2024-2032

Over the Top Market Report by Component, Platform Type, Deployment Type, Content Type, Revenue Model, Service Type, Vertical, and Region 2024-2032

出版日
発行
IMARC
ページ情報
英文 135 Pages
納期
2～3営業日
カスタマイズ可能
価格
価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=151.95円
OTT（オーバーザトップ）市場レポート：コンポーネント別、プラットフォームタイプ別、展開タイプ別、コンテンツタイプ別、収益モデル別、サービスタイプ別、業界別、地域別2024-2032
出版日: 2024年07月01日
発行: IMARC
ページ情報: 英文 135 Pages
納期: 2～3営業日
GIIご利用のメリット
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  • 概要
  • 図表
  • 目次
概要

世界のOTT（オーバーザトップ）の市場規模は、2023年に4,610億米ドルに達しました。今後、IMARC Groupは、2024年から2032年にかけて24.1%の成長率（CAGR）を示し、2032年までに3兆4,000億米ドルに達すると予測しています。インターネット普及率の上昇、スマートデバイスの普及率の上昇、多様なコンテンツに対する需要の増加、従来の放送からオンデマンドでパーソナライズされたメディアサービスへのユーザー嗜好のシフトなどが、市場成長を後押しする要因となっています。

OTT（オーバーザトップ）市場の分析：

主な市場促進要因：インターネット普及率の上昇とスマートデバイスの普及により、市場は力強い成長を遂げています。また、ストリーミング機能やユーザー体験を向上させる技術の進歩や、オンデマンドコンテンツに対するユーザーの嗜好の変化が、市場の成長を強化しています。

主な市場動向：OTTプラットフォームは、オリジナルコンテンツの制作を強化することで差別化を図っています。さらに、コンテンツ推薦エンジンとユーザーサービスを強化するために、人工知能（AI）と機械学習（ML）技術の利用が拡大しており、ユーザーエンゲージメントを向上させています。

地理的動向：北米は、インターネットの普及率が高く、大手企業が進出していることから、市場を独占しています。

競合情勢：業界の主要市場プレーヤーには、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!

課題と機会：コンテンツの制作・獲得コストの上昇がOTT市場の成長に影響を与えています。しかし、仮想現実（VR）や拡張現実（AR）といった先進技術を統合し、没入感のある視聴体験を提供する機会があります。

OTT（オーバーザトップ）市場の動向：

サブスクリプション・モデルとバンドル・サービスの多様化

2024年6月にVodafone Ideaが新しいOTT定額バンドルプランをイントロダクションしたように、定額モデルの多様化とサービスの戦略的バンドル化が進んでいます。このプランは、ポストペイドとプリペイドで料金が異なり、Disney+HotstarやSony LIVなどのサービスでライブスポーツを見ることができます。ボーダフォン・イデアは、OTTサービスとデータ通信や通話といった従来の通信サービスを組み合わせることで、便利でお得なパッケージを求めるスポーツファンを中心に、より幅広い層にリーチすることを目指しています。この方法は、契約価値の認知度を高めることでユーザーのロイヤリティを向上させるとともに、クリケットやサッカーなど特定の興味に焦点を当てることで、さまざまな視聴者を引きつける。このアプローチは、モバイルデータの使用とコンテンツの活用の間のつながりを利用し、加入者数とOTT分野への関与を増加させる。

コンテンツ・セキュリティとインフラ拡張性の強化

ベリマトリックスは2024年2月にアマゾン・ウェブ・サービス（AWS）と協業し、OTT（オーバーザトップ）市場の成長を支えるコンテンツ・セキュリティとインフラのスケーラビリティの向上の重要性を強調しました。この協業は、Global AcceleratorやRoute 53といったAWSの強力なクラウドサービスを活用し、Streamkeeper Multi-DRMプラットフォームのスケーラビリティと信頼性を強化することを目的としています。これらの改善は、コンテンツの迅速かつ安全な配信、特にサイバー攻撃に非常に弱いライブストリーミングやプレミアムコンテンツの配信を保証するために極めて重要です。セキュリティ・プロトコルと配信サービスを強化することで、OTTプロバイダーは、信頼性が高くスムーズな視聴体験を個人に提供することができます。これにより、現在の加入者がデータ保護と視聴体験に満足するだけでなく、コンテンツのセキュリティと品質を重視する新規ユーザーにもアピールすることができます。

戦略的買収とパートナーシップ

大手OTT企業は、新たなプラットフォームを獲得したり、コンテンツ制作者、技術プロバイダー、配信チャンネルと提携したりすることで、コンテンツ・ライブラリーを迅速に増やし、技術力を向上させ、市場リーチを拡大することができます。こうしたパートナーシップは、視聴者の嗜好の変化や技術の進歩に迅速に対応することを可能にします。買収は、先進的なストリーミング技術や独占コンテンツを自社に導入し、プラットフォームをライバルから差別化する可能性があります。現地のコンテンツ制作会社や通信会社との提携は、現地のインフラやユーザー基盤を活用することで、新たな地理的市場へのアクセスを支援することができます。この戦略は、市場での存在感を高めつつ、成長とイノベーションの両方を促進するものであり、進化し続けるOTTの展望の中で成功するための戦略的買収とパートナーシップの重要性を浮き彫りにしています。例えば、2024年2月、リライアンス・インダストリーズ（RIL）は、JioCinemaのコンテンツとTata Playのサービスを組み合わせ、テレビ配信業界における足跡を拡大することを目的として、ディズニーからTata Playの株式29.8％を購入する交渉を開始しました。ディズニーはタタ・プレイのIPO延期に伴い、株式の売却を計画しており、買収の可能性が出てきました。

本レポートで扱う主な質問

  • 2023年の世界のOTT（オーバーザトップ）市場規模は？
  • 2024年から2032年にかけての世界のOTT（オーバーザトップ）市場の予想成長率は？
  • 世界のOTT（オーバーザトップ）市場を牽引する主要因は何か
  • COVID-19が世界のOTT（オーバーザトップ）市場に与えた影響は？
  • 世界のOTT（オーバーザトップ）市場のコンポーネント別区分は？
  • 世界のOTT（オーバーザトップ）市場のプラットフォームタイプ別区分は？
  • OTT（オーバーザトップ）世界市場の展開タイプ別区分は？
  • 世界のOTT（オーバーザトップ）市場のコンテンツタイプ別区分は？
  • 世界のOTT（オーバーザトップ）市場の収益モデルによる区分は？
  • 世界のOTT（オーバーザトップ）市場のサービスタイプ別区分は？
  • 世界のOTT（オーバーザトップ）市場の垂直分野別区分は？
  • 世界のOTT（オーバーザトップ）市場の主要地域は？
  • 世界のOTT（オーバーザトップ）市場における主要プレイヤー/企業は？

目次

第1章 序文

第2章 調査範囲と調査手法

  • 調査の目的
  • ステークホルダー
  • データソース
    • 一次情報
    • 二次情報
  • 市場推定
    • ボトムアップアプローチ
    • トップダウンアプローチ
  • 調査手法

第3章 エグゼクティブサマリー

第4章 イントロダクション

  • 概要
  • 主要業界動向

第5章 世界OTT（オーバーザトップ）市場

  • 市場概要
  • 市場実績
  • COVID-19の影響
  • 市場予測

第6章 市場内訳：コンポーネント別

  • ソリューション
    • 市場動向
    • 市場予測
  • サービス
    • 市場動向
    • 市場予測

第7章 市場内訳：プラットフォームタイプ別

  • スマートフォン
    • 市場動向
    • 市場予測
  • スマートテレビ
    • 市場動向
    • 市場予測
  • ノートパソコンデスクトップタブレット
    • 市場動向
    • 市場予測
  • ゲーム機
    • 市場動向
    • 市場予測
  • セットトップボックス
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第8章 市場内訳：展開タイプ別

  • クラウド
    • 市場動向
    • 市場予測
  • オンプレミス
    • 市場動向
    • 市場予測

第9章 市場内訳：コンテンツタイプ別

  • ボイスオーバーIP
    • 市場動向
    • 市場予測
  • テキストと画像
    • 市場動向
    • 市場予測
  • ビデオ
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第10章 市場内訳：収益モデル別

  • サブスクリプション
    • 市場動向
    • 市場予測
  • 調達
    • 市場動向
    • 市場予測
  • レンタル
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第11章 市場内訳：サービスタイプ別

  • コンサルティング
    • 市場動向
    • 市場予測
  • 設置とメンテナンス
    • 市場動向
    • 市場予測
  • トレーニングとサポート
    • 市場動向
    • 市場予測
  • マネージドサービス
    • 市場動向
    • 市場予測

第12章 市場内訳：業界別

  • メディアとエンターテイメント
    • 市場動向
    • 市場予測
  • 教育とトレーニング
    • 市場動向
    • 市場予測
  • ヘルス＆フィットネス
    • 市場動向
    • 市場予測
  • ITおよび通信
    • 市場動向
    • 市場予測
  • eコマース
    • 市場動向
    • 市場予測
  • BFSI
    • 市場動向
    • 市場予測
  • 政府
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第13章 市場内訳：地域別

  • 北米
    • 米国
    • カナダ
  • アジア太平洋地域
    • 中国
    • 日本
    • インド
    • 韓国
    • オーストラリア
    • インドネシア
    • その他
  • 欧州
    • ドイツ
    • フランス
    • 英国
    • イタリア
    • スペイン
    • ロシア
    • その他
  • ラテンアメリカ
    • ブラジル
    • メキシコ
    • その他
  • 中東・アフリカ
    • 市場動向
    • 市場内訳：国別
    • 市場予測

第14章 SWOT分析

  • 概要
  • 強み
  • 弱み
  • 機会
  • 脅威

第15章 バリューチェーン分析

第16章 ポーターのファイブフォース分析

  • 概要
  • 買い手の交渉力
  • 供給企業の交渉力
  • 競合の程度
  • 新規参入業者の脅威
  • 代替品の脅威

第17章 競合情勢

  • 市場構造
  • 主要企業
  • 主要企業のプロファイル
    • 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!
図表

List of Figures

  • Figure 1: Global: Over the Top Market: Major Drivers and Challenges
  • Figure 2: Global: Over the Top Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Over the Top Market: Breakup by Component (in %), 2023
  • Figure 4: Global: Over the Top Market: Breakup by Platform Type (in %), 2023
  • Figure 5: Global: Over the Top Market: Breakup by Deployment Type (in %), 2023
  • Figure 6: Global: Over the Top Market: Breakup by Content Type (in %), 2023
  • Figure 7: Global: Over the Top Market: Breakup by Revenue Model (in %), 2023
  • Figure 8: Global: Over the Top Market: Breakup by Service Type (in %), 2023
  • Figure 9: Global: Over the Top Market: Breakup by Vertical (in %), 2023
  • Figure 10: Global: Over the Top Market: Breakup by Region (in %), 2023
  • Figure 11: Global: Over the Top Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 12: Global: Over the Top (Solution) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 13: Global: Over the Top (Solution) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 14: Global: Over the Top (Services) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 15: Global: Over the Top (Services) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 16: Global: Over the Top (Smartphones) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 17: Global: Over the Top (Smartphones) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 18: Global: Over the Top (Smart TV's) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 19: Global: Over the Top (Smart TV's) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 20: Global: Over the Top (Laptops Desktops and Tablets) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 21: Global: Over the Top (Laptops Desktops and Tablets) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 22: Global: Over the Top (Gaming Consoles) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 23: Global: Over the Top (Gaming Consoles) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 24: Global: Over the Top (Set-Top Boxes) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 25: Global: Over the Top (Set-Top Boxes) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 26: Global: Over the Top (Other Platform Types) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 27: Global: Over the Top (Other Platform Types) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 28: Global: Over the Top (Cloud) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 29: Global: Over the Top (Cloud) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 30: Global: Over the Top (On-Premise) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 31: Global: Over the Top (On-Premise) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 32: Global: Over the Top (Voice Over IP) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 33: Global: Over the Top (Voice Over IP) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 34: Global: Over the Top (Text and Images) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 35: Global: Over the Top (Text and Images) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 36: Global: Over the Top (Video) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 37: Global: Over the Top (Video) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 38: Global: Over the Top (Other Content Types) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 39: Global: Over the Top (Other Content Types) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 40: Global: Over the Top (Subscription) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 41: Global: Over the Top (Subscription) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 42: Global: Over the Top (Procurement) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 43: Global: Over the Top (Procurement) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 44: Global: Over the Top (Rental) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 45: Global: Over the Top (Rental) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 46: Global: Over the Top (Other Revenue Models) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 47: Global: Over the Top (Other Revenue Models) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 48: Global: Over the Top (Consulting) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 49: Global: Over the Top (Consulting) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 50: Global: Over the Top (Installation and Maintenance) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 51: Global: Over the Top (Installation and Maintenance) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 52: Global: Over the Top (Training and Support) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 53: Global: Over the Top (Training and Support) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 54: Global: Over the Top (Managed Services) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 55: Global: Over the Top (Managed Services) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 56: Global: Over the Top (Media & Entertainment) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 57: Global: Over the Top (Media & Entertainment) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 58: Global: Over the Top (Education & Training) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 59: Global: Over the Top (Education & Training) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 60: Global: Over the Top (Health & Fitness) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 61: Global: Over the Top (Health & Fitness) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 62: Global: Over the Top (IT & Telecom) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 63: Global: Over the Top (IT & Telecom) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 64: Global: Over the Top (E-Commerce) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 65: Global: Over the Top (E-Commerce) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 66: Global: Over the Top (BFSI) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 67: Global: Over the Top (BFSI) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 68: Global: Over the Top (Government) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 69: Global: Over the Top (Government) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 70: Global: Over the Top (Other Verticals) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 71: Global: Over the Top (Other Verticals) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 72: North America: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 73: North America: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 74: United States: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 75: United States: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 76: Canada: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 77: Canada: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 78: Asia Pacific: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 79: Asia Pacific: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 80: China: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 81: China: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 82: Japan: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 83: Japan: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 84: India: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 85: India: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 86: South Korea: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 87: South Korea: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 88: Australia: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 89: Australia: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 90: Indonesia: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 91: Indonesia: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 92: Others: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 93: Others: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 94: Europe: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 95: Europe: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 96: Germany: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 97: Germany: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 98: France: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 99: France: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 100: United Kingdom: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 101: United Kingdom: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 102: Italy: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 103: Italy: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 104: Spain: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 105: Spain: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 106: Russia: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 107: Russia: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 108: Others: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 109: Others: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 110: Latin America: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 111: Latin America: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 112: Brazil: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 113: Brazil: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 114: Mexico: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 115: Mexico: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 116: Others: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 117: Others: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 118: Middle East and Africa: Over the Top Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 119: Middle East and Africa: Over the Top Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 120: Global: Over the Top Industry: SWOT Analysis
  • Figure 121: Global: Over the Top Industry: Value Chain Analysis
  • Figure 122: Global: Over the Top Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Over the Top Market: Key Industry Highlights, 2023 and 2032
  • Table 2: Global: Over the Top Market Forecast: Breakup by Component (in Million US$), 2024-2032
  • Table 3: Global: Over the Top Market Forecast: Breakup by Platform Type (in Million US$), 2024-2032
  • Table 4: Global: Over the Top Market Forecast: Breakup by Deployment Type (in Million US$), 2024-2032
  • Table 5: Global: Over the Top Market Forecast: Breakup by Content Type (in Million US$), 2024-2032
  • Table 6: Global: Over the Top Market Forecast: Breakup by Revenue Model (in Million US$), 2024-2032
  • Table 7: Global: Over the Top Market Forecast: Breakup by Service Type (in Million US$), 2024-2032
  • Table 8: Global: Over the Top Market Forecast: Breakup by Vertical (in Million US$), 2024-2032
  • Table 9: Global: Over the Top Market Forecast: Breakup by Region (in Million US$), 2024-2032
  • Table 10: Global: Over the Top Market: Competitive Structure
  • Table 11: Global: Over the Top Market: Key Players
目次
Product Code: SR112024A1901

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.

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.

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 mode. This includes cloud and on-premise. According to the report, on-premise represented the largest segment.

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.

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.

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.

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.

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).

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.

Key Questions Answered in This Report

  • 1. What was the size of the global over the top (OTT) market in 2023?
  • 2. What is the expected growth rate of the global over the top (OTT) market during 2024-2032?
  • 3. What are the key factors driving the global over the top (OTT) market?
  • 4. What has been the impact of COVID-19 on the global over the top (OTT) market?
  • 5. What is the breakup of the global over the top (OTT) market based on the component?
  • 6. What is the breakup of the global over the top (OTT) market based on the platform type?
  • 7. What is the breakup of the global over the top (OTT) market based on the deployment type?
  • 8. What is the breakup of the global over the top (OTT) market based on the content type?
  • 9. What is the breakup of the global over the top (OTT) market based on the revenue model?
  • 10. What is the breakup of the global over the top (OTT) market based on the service type?
  • 11. What is the breakup of the global over the top (OTT) market based on the vertical?
  • 12. What are the key regions in the global over the top (OTT) market?
  • 13. Who are the key players/companies in the global over the top (OTT) market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

  • 4.1 Overview
  • 4.2 Key Industry Trends

5 Global Over the Top (OTT) Market

  • 5.1 Market Overview
  • 5.2 Market Performance
  • 5.3 Impact of COVID-19
  • 5.4 Market Forecast

6 Market Breakup by Component

  • 6.1 Solution
    • 6.1.1 Market Trends
    • 6.1.2 Market Forecast
  • 6.2 Services
    • 6.2.1 Market Trends
    • 6.2.2 Market Forecast

7 Market Breakup by Platform Type

  • 7.1 Smartphones
    • 7.1.1 Market Trends
    • 7.1.2 Market Forecast
  • 7.2 Smart TV's
    • 7.2.1 Market Trends
    • 7.2.2 Market Forecast
  • 7.3 Laptops Desktops and Tablets
    • 7.3.1 Market Trends
    • 7.3.2 Market Forecast
  • 7.4 Gaming Consoles
    • 7.4.1 Market Trends
    • 7.4.2 Market Forecast
  • 7.5 Set-Top Boxes
    • 7.5.1 Market Trends
    • 7.5.2 Market Forecast
  • 7.6 Others
    • 7.6.1 Market Trends
    • 7.6.2 Market Forecast

8 Market Breakup by Deployment Type

  • 8.1 Cloud
    • 8.1.1 Market Trends
    • 8.1.2 Market Forecast
  • 8.2 On-Premise
    • 8.2.1 Market Trends
    • 8.2.2 Market Forecast

9 Market Breakup by Content Type

  • 9.1 Voice Over IP
    • 9.1.1 Market Trends
    • 9.1.2 Market Forecast
  • 9.2 Text and Images
    • 9.2.1 Market Trends
    • 9.2.2 Market Forecast
  • 9.3 Video
    • 9.3.1 Market Trends
    • 9.3.2 Market Forecast
  • 9.4 Others
    • 9.4.1 Market Trends
    • 9.4.2 Market Forecast

10 Market Breakup by Revenue Model

  • 10.1 Subscription
    • 10.1.1 Market Trends
    • 10.1.2 Market Forecast
  • 10.2 Procurement
    • 10.2.1 Market Trends
    • 10.2.2 Market Forecast
  • 10.3 Rental
    • 10.3.1 Market Trends
    • 10.3.2 Market Forecast
  • 10.4 Others
    • 10.4.1 Market Trends
    • 10.4.2 Market Forecast

11 Market Breakup by Service Type

  • 11.1 Consulting
    • 11.1.1 Market Trends
    • 11.1.2 Market Forecast
  • 11.2 Installation and Maintenance
    • 11.2.1 Market Trends
    • 11.2.2 Market Forecast
  • 11.3 Training and Support
    • 11.3.1 Market Trends
    • 11.3.2 Market Forecast
  • 11.4 Managed Services
    • 11.4.1 Market Trends
    • 11.4.2 Market Forecast

12 Market Breakup by Vertical

  • 12.1 Media & Entertainment
    • 12.1.1 Market Trends
    • 12.1.2 Market Forecast
  • 12.2 Education & Training
    • 12.2.1 Market Trends
    • 12.2.2 Market Forecast
  • 12.3 Health & Fitness
    • 12.3.1 Market Trends
    • 12.3.2 Market Forecast
  • 12.4 IT & Telecom
    • 12.4.1 Market Trends
    • 12.4.2 Market Forecast
  • 12.5 E-Commerce
    • 12.5.1 Market Trends
    • 12.5.2 Market Forecast
  • 12.6 BFSI
    • 12.6.1 Market Trends
    • 12.6.2 Market Forecast
  • 12.7 Government
    • 12.7.1 Market Trends
    • 12.7.2 Market Forecast
  • 12.8 Others
    • 12.8.1 Market Trends
    • 12.8.2 Market Forecast

13 Market Breakup by Region

  • 13.1 North America
    • 13.1.1 United States
      • 13.1.1.1 Market Trends
      • 13.1.1.2 Market Forecast
    • 13.1.2 Canada
      • 13.1.2.1 Market Trends
      • 13.1.2.2 Market Forecast
  • 13.2 Asia Pacific
    • 13.2.1 China
      • 13.2.1.1 Market Trends
      • 13.2.1.2 Market Forecast
    • 13.2.2 Japan
      • 13.2.2.1 Market Trends
      • 13.2.2.2 Market Forecast
    • 13.2.3 India
      • 13.2.3.1 Market Trends
      • 13.2.3.2 Market Forecast
    • 13.2.4 South Korea
      • 13.2.4.1 Market Trends
      • 13.2.4.2 Market Forecast
    • 13.2.5 Australia
      • 13.2.5.1 Market Trends
      • 13.2.5.2 Market Forecast
    • 13.2.6 Indonesia
      • 13.2.6.1 Market Trends
      • 13.2.6.2 Market Forecast
    • 13.2.7 Others
      • 13.2.7.1 Market Trends
      • 13.2.7.2 Market Forecast
  • 13.3 Europe
    • 13.3.1 Germany
      • 13.3.1.1 Market Trends
      • 13.3.1.2 Market Forecast
    • 13.3.2 France
      • 13.3.2.1 Market Trends
      • 13.3.2.2 Market Forecast
    • 13.3.3 United Kingdom
      • 13.3.3.1 Market Trends
      • 13.3.3.2 Market Forecast
    • 13.3.4 Italy
      • 13.3.4.1 Market Trends
      • 13.3.4.2 Market Forecast
    • 13.3.5 Spain
      • 13.3.5.1 Market Trends
      • 13.3.5.2 Market Forecast
    • 13.2.6 Russia
      • 13.2.6.1 Market Trends
      • 13.2.6.2 Market Forecast
    • 13.2.7 Others
      • 13.2.7.1 Market Trends
      • 13.2.7.2 Market Forecast
  • 13.4 Latin America
    • 13.4.1 Brazil
      • 13.4.1.1 Market Trends
      • 13.4.1.2 Market Forecast
    • 13.4.2 Mexico
      • 13.4.2.1 Market Trends
      • 13.4.2.2 Market Forecast
    • 13.4.3 Others
      • 13.4.3.1 Market Trends
      • 13.4.3.2 Market Forecast
  • 13.5 Middle East and Africa
    • 13.5.1 Market Trends
    • 13.5.2 Market Breakup by Country
    • 13.5.3 Market Forecast

14 SWOT Analysis

  • 14.1 Overview
  • 14.2 Strengths
  • 14.3 Weaknesses
  • 14.4 Opportunities
  • 14.5 Threats

15 Value Chain Analysis

16 Porters Five Forces Analysis

  • 16.1 Overview
  • 16.2 Bargaining Power of Buyers
  • 16.3 Bargaining Power of Suppliers
  • 16.4 Degree of Competition
  • 16.5 Threat of New Entrants
  • 16.6 Threat of Substitutes

17 Competitive Landscape

  • 17.1 Market Structure
  • 17.2 Key Players
  • 17.3 Profiles of Key Players
    • 17.3.1 Amazon.com, Inc.
      • 17.3.1.1 Company Overview
      • 17.3.1.2 Product Portfolio
      • 17.3.1.3 Financials
      • 17.3.1.4 SWOT Analysis
    • 17.3.2 Eros International Plc.
      • 17.3.2.1 Company Overview
      • 17.3.2.2 Product Portfolio
    • 17.3.3 Google Inc.
      • 17.3.3.1 Company Overview
      • 17.3.3.2 Product Portfolio
      • 17.3.3.3 Financials
      • 17.3.3.4 SWOT Analysis
    • 17.3.4 Hulu, LLC
      • 17.3.4.1 Company Overview
      • 17.3.4.2 Product Portfolio
      • 17.3.4.3 Financials
      • 17.3.4.4 SWOT Analysis
    • 17.3.5 International Business Machines (IBM) Corporation
      • 17.3.5.1 Company Overview
      • 17.3.5.2 Product Portfolio
    • 17.3.6 Limelight Networks
      • 17.3.6.1 Company Overview
      • 17.3.6.2 Product Portfolio
      • 17.3.6.3 Financials
      • 17.3.6.4 SWOT Analysis
    • 17.3.7 Microsoft Corporation
      • 17.3.7.1 Company Overview
      • 17.3.7.2 Product Portfolio
      • 17.3.7.3 Financials
    • 17.3.8 Netflix, Inc.
      • 17.3.8.1 Company Overview
      • 17.3.8.2 Product Portfolio
      • 17.3.8.3 Financials
      • 17.3.8.4 SWOT Analysis
    • 17.3.9 Nimbuzz
      • 17.3.9.1 Company Overview
      • 17.3.9.2 Product Portfolio
    • 17.3.10 Star India
      • 17.3.10.1 Company Overview
      • 17.3.10.2 Product Portfolio
    • 17.3.11 Tencent Holdings Ltd.
      • 17.3.11.1 Company Overview
      • 17.3.11.2 Product Portfolio
      • 17.3.11.3 Financials
    • 17.3.12 Telstra Corporation Limited
      • 17.3.12.1 Company Overview
      • 17.3.12.2 Product Portfolio
    • 17.3.13 The Walt Disney Company
      • 17.3.13.1 Company Overview
      • 17.3.13.2 Product Portfolio
      • 17.3.13.3 Financials
      • 17.3.13.4 SWOT Analysis
    • 17.3.14 Yahoo!
      • 17.3.14.1 Company Overview
      • 17.3.14.2 Product Portfolio