Over The Top (OTT) Content Market Analysis - Global Industry Size, Share, Trends and Forecast, 2014 - 2024

Category : ICT | Delivery Format : PDF | Status: Forthcoming | Report ID : ARC360

Over-the-top television is the turning point for the digital television industry. Over-the-time television affects several success factors and business models along all categories of the value chain of television industry ranging from content development to its distribution. Over-the-top content is used for audio delivery, video delivery and delivery of other media on the Internet without involving a multiple system operator to distribute or control the desired content. If the user has a working Internet connection on any device such as smartphone, tablet, smart television etc., then over-the-top content can be delivered to it. Over the past few years, the over-the-top content services are rapidly used in laptops, smartphones, tablets and smart television sets. While using over the time content broadcast, the Internet provider might be informed about the contents and the Internet Protocol packets which are being transferred but is not aware of the copyrights, viewing abilities and other redistribution of the content nor can they control it. Over the top content model focuses on rental or purchasing of audio or video content from any Internet service provider including video on demand, pay television or any other video service such as IPTV. Over-the-top is the content rented or purchased from a third party which is generally delivered to any end-user and the Internet service provider simply transports Internet protocol packets. In addition, over-the-top messaging is similar to over the top content and is a third party furnishing messaging service as a substitute to short message service or text messaging service. It is usually provided by a random mobile network provider, for instance especially, WhatsApp is aimed at replacing text messaging service using internet on Internet connected devices.

Some of the factors driving the growth of global over the top market include increasing use of smartphones and tablets among the elderly population, especially in developing economies and increasing demand for content distribution and its creation. Moreover, growth in per capita disposable incomes and rising adoption of smart televisions are some other key factors driving the growth of this market. However, high initial costs and introduction of cheaper alternatives may be some crucial factors and can hamper the growth of global over the top market during the forecast period.

The global over the top market can be segmented on the basis of content type, platform, deployment, service type, revenue model and geography. On the basis of content type, the market is segmented into voice over IP, text and images and video. On the basis of platform, the global over the top market can be segmented into smart devices, set top box, gaming consoles, laptops, desktops and tablets. On the basis of deployment, the global over the top market can be segmented into cloud and on-premise deployment. By service type, the market is bifurcated into installation and maintenance, consulting, training and support and managed services. On the basis of revenue model, the market is segmented into subscription, procurement, rental and advertisement. On the basis of geography, the market is divided into North America, Latin America, Europe, Middle East & Africa (MEA) and Asia-Pacific.

Some of the major players involved in the supply of over the top content are focusing on key market strategies such as mergers and acquisitions along with improvement in old products and innovations in new products. They are also concentrating on bringing up new products to meet the demands in the ever competitive market. Some of the major players in the global over the top market include Apple Inc., Akamai Technologies, Facebook Inc., Limelight Networks Inc., Google Inc., Microsoft Corporation, Tencent Holdings Ltd., Netflix, Yahoo Inc., Nimbuzz and Samsung Corporation among others.

Market Segmentation

Market by Content Type

·         Voice over IP

·         Text and images

·         Video

Market by Platform

·         Smart devices

·         Set top box

·         Gaming consoles

·         Laptops

·         Desktops

·         Tablets

Market by Deployment

·         Cloud deployment

·         On-premise deployment

Market by Service Type

·         Installation and maintenance

·         Consulting

·         Training and support

·         Managed services

Market by Revenue Model

·         Subscription

·         Procurement

·         Rental

·         Advertisement

Market by Geography

·         North America

o   US

o   Canada

o   Mexico

·         Europe

o   UK

o   Germany

o   France

o   Rest of Europe

·         Asia-Pacific

o   China

o   Japan

o   India

o   Philippines

o   Rest of Asia-Pacific

·         Latin America

o    Brazil

o   Chile

o   Rest of Latin America

·         Middle East and Africa (MEA)

o   South Africa

o   Saudi Arabia

o   Rest of MEA


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