Over The Top Content Market Size - Global Industry, Share, Analysis, Trends and Forecast 2023 - 2032

The Global Over The Top (OTT) Content Market Size accounted for USD 204 Billion in 2022 and is projected to achieve a market size of USD 1,947 Billion by 2032 growing at a CAGR of 22.8% from 2023 to 2032.

Over The Top Content Market Report Key Highlights

• Global over the top content market revenue is expected to increase by USD 1,947 Billion by 2032, with a 22.8% CAGR from 2023 to 2032
• North America region led with more than 39% of over the top content market share in 2022
• According to a research study, there were 182.5 million OTT video service users in the United States in 2021, up from 170.1 million in 2020
• Disney+ has seen significant growth since its launch in November 2019, reaching 116 million subscribers worldwide as of September 2021
• As of 2021, 86% of U.S. internet users aged 18-29 reported using an OTT video service, compared to 77% of those aged 30-49 and 60% of those aged 50-64
• In 2021, the average American household spent $47 per month on OTT video services
• Rising adoption of smart TVs and connected devices, drives the OTT content market size

Over The Top (OTT) content refers to streaming media content that is delivered directly to the viewer via the internet, bypassing traditional cable or satellite TV providers. OTT content includes services such as Netflix, Amazon Prime Video, Disney+, and Hulu, which have become increasingly popular in recent years as more consumers choose to cut the cord with cable TV and opt for streaming services instead. OTT content can be accessed on a variety of devices, including smartphones, tablets, smart TVs, and gaming consoles.

The market growth of OTT content has been significant in recent years, driven in large part by the growth of streaming services like Netflix and the increasing availability of high-speed internet. OTT content is expected to continue to grow in popularity in the coming years, as more consumers opt for streaming services over traditional TV providers. The increasing availability of high-speed internet and the growing number of connected devices are expected to drive this growth, as consumers continue to seek out convenient and flexible ways to access their favorite movies and TV shows. Additionally, the COVID-19 pandemic has accelerated the shift towards OTT content, as more people spent time at home and turned to streaming services for entertainment.

Global Over The Top Content Market Trends

Market Drivers

• Increasing demand for on-demand video streaming services
• Growing penetration of high-speed internet and mobile devices
• Rising adoption of smart TVs and connected devices
• Availability of a wide range of content and flexible subscription options
• Shift from traditional cable and satellite TV to streaming services

Market Restraints

• Concerns over data privacy and security
• Limited availability of high-speed internet in some regions

Market Opportunities

• Development of new and innovative business models
• Leveraging data and analytics to personalize content and improve user experience

Over The Top Content Market Report Coverage

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 the 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 multiple system operators to distribute or control the desired content. If the user has a working Internet connection on any device such as a smartphone, tablet, smart television, etc., then over-the-top content can be delivered to it. Over the past few years, 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 the 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 for 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 services using the internet on Internet-connected devices.

Some of the factors driving the global over the top market growth include the 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 the introduction of cheaper alternatives may be some crucial factors and can hamper the growth of global over the top market during the forecast period.

Over The Top Content Market Segmentation

The global over the top content market segmentation is based on content type, platform, deployment, service type, revenue model, and geography.

Over The Top Content Market By Content Type

• Voice over IP
• Text and images
• Video

According to over the top content industry analysis, the video segment held the largest market share in 2022. With the increasing availability of high-speed internet and the rise of connected devices, video streaming services have become more popular and accessible to consumers. The convenience and flexibility of on-demand video content have contributed to the growth of the video segment in the OTT market. Moreover, the increasing availability of original content produced by OTT providers has also contributed to the growth of the video segment.

Over The Top Content Market By Platform

• Smart devices
• Set top box
• Gaming consoles
• Laptops
• Desktops
• Tablets

In terms of platform, the smart devices segment is dominating the market in 2022. Smart devices such as smartphones, tablets, smart TVs, and gaming consoles are increasingly being used to access and stream OTT content. This trend is driven by the increasing availability of high-speed internet and the growing adoption of connected devices. Moreover, the increasing adoption of smartphones and tablets is also contributing to the growth of the smart devices segment. The COVID-19 pandemic has further accelerated the growth of the smart devices segment in the OTT market, as more people spent time at home and turned to streaming services for entertainment.

Over The Top Content Market By Deployment

• Cloud 
• On-premise

According to the OTT content market forecast, the cloud segment is expected to witness significant growth in the coming years. Cloud-based streaming services enable providers to deliver high-quality video content to a global audience without the need for costly and complex infrastructure. This has allowed new players to enter the market and compete with established broadcasters and cable providers. In addition, the cloud has enabled OTT providers to scale rapidly and respond quickly to changes in demand. This is particularly important for live events such as sports or news, where demand can spike unpredictably. With cloud-based solutions, OTT providers can quickly and easily scale up or down their capacity to ensure that their audiences can access the content they want when they want it. As a result, the cloud segment of the OTT content market is expected to continue to grow rapidly in the coming years.

Over The Top Content Market By Service Type

• Installation and maintenance
• Consulting
• Training and support
• Managed services

In terms of the service type, the installation and maintenance segment is expected to witness significant growth in the coming years. Installation and maintenance refer to the processes involved in setting up and maintaining the necessary infrastructure for OTT content delivery. This includes the installation of hardware such as servers, routers, and switches, as well as the software and middleware required for content delivery. As the demand for OTT content has increased, so has the need for reliable and efficient infrastructure. This has led to significant growth in the installation and maintenance segment, as companies invest in the necessary hardware and software to support their OTT platforms.

Over The Top Content Market By Revenue Model

• Subscription
• Procurement
• Rental
• Advertisement

In terms of revenue model, the subscription model has been experiencing significant growth in recent years. Many OTT providers offer subscription-based models that allow users to access a wide range of content for a flat fee. This has proven to be a popular model, particularly among younger viewers who are increasingly turning away from traditional pay-TV services. One of the key advantages of the subscription model is that it provides a steady, recurring revenue stream for providers. This enables them to invest in new content and technologies and to build stronger relationships with their customers. In addition, the subscription model allows providers to offer personalized recommendations and targeted advertising based on users' viewing habits, which can help to increase engagement and retention. As a result of these factors, the subscription segment of the OTT content market is expected to continue to grow at a rapid pace in the coming years.

Over The Top Content Market Regional Outlook

North America

• U.S.
• Canada

Europe

• U.K.
• Germany
• France
• Spain
• Rest of Europe

Asia-Pacific

• India
• Japan
• China
• Australia
• South Korea
• Rest of Asia-Pacific

Latin America

• Brazil
• Mexico
• Rest of Latin America

The Middle East & Africa

• South Africa
• GCC Countries
• Rest of the Middle East & Africa (ME&A)