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市场调查报告书

商品编码

1347955

全球 OTT 设备和服务市场 - 2023-2030

Global OTT Devices and Services Market - 2023-2030

出版日期: 2023年09月11日 | 出版商:

DataM Intelligence | 英文 203 Pages | 商品交期: 约2个工作天内

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简介目录

概述

全球OTT设备和服务市场在2022年达到1905亿美元，预计到2030年将达到4824亿美元，2023-2030年预测期间复合年增长率为24.7%。

全国范围内不断增长的高速互联网连接，特别是宽带连接和 4G/5G 网络，可以在各种设备上无缝流式传输和消费 OTT 内容。平板电脑和智能手机的广泛采用让用户可以轻鬆访问 OTT 内容，并允许用户在任何具有稳定互联网连接的地方观看视频和电影。

2021 年 1 月，Netflix 的服务份额最高，为其他前五名流媒体服务中的 35.1%。智能电视和各种连接设备（例如机顶盒、媒体播放器和游戏窗口）的便捷使用使用户可以方便地直接从电视屏幕访问 OTT 服务。 OTT 平台提供更广泛的内容，包括电影原创剧集和电视节目。

亚太地区是全球OTT 设备和服务市场不断增长的地区之一，覆盖超过1/3 的市场份额，互联网普及率迅速提高，大量人口能够接入高速互联网，这种广泛的连接使更多人能够使用互联网。人们与 OTT 设备和内容互动。互联网连接的普及显着提高了 OTT 设备和平台的受欢迎程度。

动力学

加强公司之间的合作伙伴关係

OTT 平台和内容提供商之间的合作伙伴关係可以向观众提供更广泛的内容。通过聚合来自多个来源的内容，平台可以满足不同的受众偏好并提高用户参与度。 OTT 提供商与设备製造商或电信运营商之间的合作可以将服务范围扩展到新市场。

例如，2023 年12 月15 日，数字化转型和产品工程服务提供商TO THE NEW 与IL Globo TV 建立合作伙伴关係，此次合作旨在利用TO THE NEW 在OTT 服务和数字解决方案方面的专业知识来设计和开发IL Globo TV 为全球观众提供的 OTT 服务。通过此次合作，TO THE NEW将利用其技术能力和创新生态系统创建IL Globo TV的OTT平台。

技术进步

技术进步可以提供 4K 和 8K 等高分辨率内容，从而增强用户的视觉体验。它还可以从智能电视和智能手机等各种设备无缝访问各种 OTT 内容。云解决方案减少了对物理硬件的需求和维护成本，使其对于初创企业和老牌企业都更具成本效益。

例如，2023 年 8 月 8 日，视频技术专家 MediaKind 推出了 MK/IO，这是一个基于 Microsoft Azure 构建的完整流媒体解决方案。 MK/IO 旨在通过结合视频质量、高可靠性和可扩展性来增强视频流体验。该解决方案为文件和实时视频流提供视频点播 (VOD) 和实时流媒体、编码和打包服务。

数字平台的采用不断增加

数字平台的日益普及显着促进了 OTT 设备和服务行业的发展。消费内容的数字平台的人口和使用量的不断增加推动了市场的发展。数字平台允许用户随时随地在智能手机、平板电脑和智能电视等多种设备上访问内容，从而提供便利。由于这些平台允许用户选择自己的观看内容计划。

例如，2022 年 12 月 26 日，印度着名的数字有线电视平台和宽带服务提供商 GTPL Hathway Limited 推出了创新的 Over-The-Top 应用聚合产品“GTPL Genie +”。 GTPL Genie + 平台聚合了一系列 OTT 应用程序，使订户能够访问各种设备上的内容，例如 Android 机顶盒、移动设备、笔记本电脑、平板电脑和智能电视，无论其宽带连接如何。

互联网连接不良和区域许可协议

OTT 服务需要稳定、高速的互联网连接才能实现无缝流媒体传输。缓慢或不可靠的互联网连接可能会导致缓衝、视频质量差和中断。流媒体视频内容消耗大量数据，这导致数据计划有限的用户使用大量数据。带宽限制可能会导致同一网络上的多个用户遇到流媒体质量下降或下降的情况。

OTT 平台上的某些内容可能受区域许可协议的约束，这会导致访问受到地理限制。特定地理区域的消费者可能无法观看其他区域提供的特定节目、电影或现场活动。随着 OTT 平台上可用内容数量的增加，用户在发现新的相关内容时可能面临挑战。过度依赖内容推荐算法可能会导致对多样化内容的接触有限。

Overview

Global OTT Devices and Services Market reached US$ 190.5 billion in 2022 and is expected to reach US$ 482.4 billion by 2030, growing with a CAGR of 24.7% during the forecast period 2023-2030.

Growing high-speed internet connectivity across the country particularly broadband connection and 4G/5G networks has seamless streaming and consumption of OTT content on various devices. The widespread adoption of tablets and smartphones provides easy access to OTT content and allows users to watch videos and movies from any place with stable internet connectivity.

In January 2021, Netflix had the highest share of service that is 35.1% among other top five streaming services. The easy availability of smart TVs and various connected devices such as set-top boxes, media players and gaming windows has made it convenient for users to access OTT services directly from their television screens. OTT platforms offer a wider range of content that includes movies original series and TV shows.

Asia-Pacific is among the growing regions in the global OTT devices and services market covering more than 1/3rd of the market and the rapid increase in internet penetration, with a large population gaining access to high-speed internet and this widespread connectivity enables more people to engage with OTT devices and content. The prevalence of internet connectivity significantly rises the popularity of OTT devices and platforms.

Dynamics

Growing Partnerships Between Companies

Partnerships between OTT platforms and content providers enable a wider range of content to be offered to viewers. By aggregating content from multiple sources platforms can cater to diverse audience preferences and increase user engagement. Collaborations between OTT providers and device manufacturers or telecom operators can extend the reach of the services to new markets.

For instance, on 15 December 2023, TO THE NEW, a digital transformation and product engineering service provider, has entered into a partnership with IL Globo TV, a collaboration aimed at leveraging TO THE NEW's expertise in OTT services and digital solutions to design and develop IL Globo TV's OTT services for global audiences. Through this collaboration, TO THE NEW will utilize its technical capabilities and innovation ecosystem to create IL Globo TV's OTT platform.

Technology Advancement

Technology advancement enables the delivery of content in high resolution like 4K and 8K which enhances the visual experience for users. It also enables seamless access to various OTT content from various devices such as smart TVs and smartphones. Cloud solutions reduce the need for physical hardware and maintenance costs, making it more cost-effective for both startups and established players.

For instance, On 8 August 2023, MediaKind, a video technology specialist, has unveiled MK/IO, a complete streaming solution built on Microsoft Azure. MK/IO aims to enhance the video streaming experience by combining video quality, high reliability and scalability. The solution offers video-on-demand (VOD) and live streaming, encoding and packaging services for both files and live video streams.

Rising Adoption of Digital Platforms

The rising adoption of digital platforms significantly increases the OTT devices and service industry. The increasing population and usage of digital platforms for consuming content boost the market. Digital platforms offer convenience by allowing users to access content from anywhere at any time and on multiple devices like smartphones, tablets and smart TVs. As these platforms allow users to select their own plans for watching content.

For instance, on 26 December 2022, GTPL Hathway Limited, a prominent Digital Cable TV platform and Broadband Service provider in India, introduced "GTPL Genie + ," an innovative Over-The-Top app aggregation product. The GTPL Genie + platform aggregates a selection of OTT apps, enabling subscribers to access content on various devices such as Android Set-Top-Boxes, mobile devices, laptops, tablets and smart TVs, regardless of their broadband connection.

Poor Internet Connection and Regional License Agreement

OTT services require a stable and high-speed internet connection for seamless streaming. Slow or unreliable internet connections can result in buffering, poor video quality and interruptions. Streaming video content consumes a large amount of data, which lead to high data usage for users with limited data plans. Bandwidth constraints can cause multiple users on the same network to experience slowdowns or degradation in streaming quality.

Some content on OTT platforms may be subject to regional licensing agreements which leads to geographic restrictions on access. Consumers in specific geographic regions may not be able to access specific shows, movies or live events available in other regions. As the amount of content available on OTT platforms increases, users may face challenges in discovering new and relevant content. Overreliance on algorithms for content recommendations may lead to limited exposure to diverse content.

Segment Analysis

The global OTT devices and services market is segmented based on component, streaming devices, monetization model, end-user and region.

Streaming Game and Live Video Content

The boundaries between traditional media and gaming are reducing day by day, with many users enjoying both video content and games. OTT platforms recognize this trend and aim to provide a comprehensive entertainment experience that includes both streaming video content and interactive gaming. Game streaming on OTT platforms can offer cross-platform accessibility, allowing users to play games on various devices, such as TVs, computers, smartphones and tablets, this flexibility enhances user engagement and convenience.

For instance, on 16 August 2023, Netflix has been progressively integrating gaming into its platform, initially introducing mobile games for its members. The company has initiated game testing for TVs and PCs, coinciding with the launch of their Netflix Game Controller app. Netflix is introducing gaming to TVs on specific devices such as Amazon Fire TV and Chromecast with Google TV, this strategic move aims to enhance the accessibility of their cloud gaming concept.

Initially available on Android phones and iPhones, Netflix is now broadening its reach to encompass TVs. To play Netflix games on a TV, users must download the Netflix Game Controller app from the Google Play Store or Apple App Store.

Geographical Penetration

Rising Live Video Streaming and Partnerships

North America is among the largest regions in the global OTT devices and services market covering more than 1/3rd of the market and the region has a rise in live video streaming. Also, consumers in North America have a wide range of content that can be accessed from OTT platforms. The region has a well-developed technology infrastructure and partnerships boost the market.

For instance, on 22 August 2023, Viaplay and Roku had a multi-year partnership offering Viaplay streaming services to Roku devices in U.S., Canada and UK. As these partnerships allow users in these countries to directly subscribe to Viaplay local content which is offered by Roku. In U.S. and Canada have 15,000 hours for acclaimed series and films. The partnership aims to expand its service to a broader audience and it also provides a convenient user platform.

Competitive Landscape

The major global players in the market include: Panasonic, NXP Semiconductor, Renesas Electronics, Blackberry, Visteon Corporation, Netflix,Inc., Amazon, The Walt Disney Company, Tencent Holdings Ltd and Roku Inc.

COVID-19 Impact Analysis

With people staying at their home due to lockdowns and restrictions, there was a substantial increase in streaming viewership. People turned to OTT platforms for entertainment, leading to higher demand for streaming services and content. As adoption of remote work and online education became the norm, there was a rise in the use of OTT services for professional development, training and online learning.

According to the paper published in research gate, The COVID-19 pandemic led to a significant surge in the subscription rates of Over-The-Top platforms, particularly in the film industry and with the suspension of film theaters and shooting activities, people sought alternative ways to enjoy movies from the comfort of their homes, this resulted in a rapid increase in subscriptions to various OTT platforms, as viewers turned to these services for their entertainment needs.

The pandemic caused disruptions in content production, leading to delays in the release of new shows and movies and this impacted the availability of fresh content on OTT platforms. The surge in streaming led to increased internet traffic and potential strain on networks. Some regions experienced internet slowdowns and buffering issues as a result.

AI Impact

AI algorithms analyze viewer preferences, watching history and behavior to recommend relevant live streams and on-demand content, this enhances user engagement by tailoring content to individual preferences. AI has a market basket analysis algorithm in that works on the browsing history of users and recommends channels according to that. AI-powered tools automatically tag and categorize live streams based on their content, making it easier for viewers to discover and search for specific types of streams.

AI-driven voice recognition technology enables users to search for content using voice commands and control playback through voice interactions and this feature enhances user convenience and accessibility. AI algorithms monitor network conditions in real-time and adjust streaming quality based on factors like bandwidth and device capabilities, this ensures smooth playback without interruptions.

For instance, on 16 August 2023, Sabio Holdings Inc., a provider of connected TV and over-the-top advertising platforms, introduced a new AI feature within its App Science Insights analytics dashboard and this feature utilizes Natural Language Processing to automate the analysis of metrics within the dashboard, making it easier for media agencies and brands to interpret their data.

Russia- Ukraine War Impact

In regions directly affected by the conflict, there could be disruptions to internet infrastructure, which could lead to reduced accessibility to OTT platforms. However, since OTT services are usually accessible over the Internet, these disruptions might have a limited impact on users outside the conflict zones. OTT services rely on content delivery networks to ensure smooth streaming. Any disruptions or congestion in the internet infrastructure could result in buffering and lower-quality streaming experiences for users.

During times of conflict and uncertainty, people might turn to entertainment platforms, including OTT services, for distraction and relaxation and this could potentially lead to increased demand for OTT content. In some cases, governments involved in conflicts might increase content regulation or censorship, including online content, this could impact the availability of certain content on OTT platforms.

By Component

Games Streaming
Audio Streaming
Video Streaming
Communication

By Streaming Devices

Smartphones and Tablets
Desktops and Laptops
IPTV and Consoles

By Monetization Model

Subscription-based
Advertising-based
Transaction-based

By End-User

Media and Entertainment
Education and Learning
Gaming
Service Utilities

By Region

North America
- U.S.
- Canada
- Mexico

Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe

South America
- Brazil
- Argentina
- Rest of South America

Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific

Middle East and Africa

Key Developments

On 2 August 2023, Comedy-on-demand streaming service NextUp has partnered with sports and entertainment programmer EXTREME to offer its NextUp Live Comedy channel as a FAST channel on Virgin Media in the UK, this collaboration allows Virgin Media TV customers with compatible boxes to access hours of entertainment at no additional cost. NextUp plans to launch its FAST channels on more platforms in the near future.
On 7 April 2023, Viaccess-Orca (VO), a global leader in providing OTT and TV platforms, content protection and advanced data solutions, has announced that Orange Belgium has launched its new TV service using Viaccess-Orca's Secure Video Player. The deployment of VO Player on TV decoders and mobile apps aims to ensure a high-quality experience for orange Belgium subscribers across all screens.
On 24 July 2022, Vodafone Idea introduced a new offering called 'Vi One', which bundles fiber broadband, prepaid mobile services and OTT content services and this initiative is aimed at providing customers with a comprehensive and convenient package that covers their connectivity and entertainment needs.

Why Purchase the Report?

To visualize the global OTT devices and services market segmentation based on component, streaming devices, monetization model, end-user and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of OTT devices and services market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global OTT devices and services market report would provide approximately 69 tables, 69 figures and 203 pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Component
3.2. Snippet by Streaming Devices
3.3. Snippet by Monetization Model
3.4. Snippet by End-User
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Growing Partnerships Between Companies
  - 4.1.1.2. Technology Advancement
  - 4.1.1.3. Rising Adoption of Digital Platforms
- 4.1.2. Restraints
  - 4.1.2.1. Poor Internet Connection and Regional License Agreement
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Component

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 7.1.2. Market Attractiveness Index, By Component
7.2. Games Streaming*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Audio Streaming
7.4. Video Streaming
7.5. Communication

8. By Streaming Devices

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 8.1.2. Market Attractiveness Index, By Streaming Devices
8.2. Smartphones and Tablets*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Desktops and Laptops
8.4. IPTV and Consoles

9. By Monetization Model

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 9.1.2. Market Attractiveness Index, By Monetization Model
9.2. Subscription-Based*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Advertising-based
9.4. Transaction-based

10. By End-User

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 10.1.2. Market Attractiveness Index, By End-User
10.2. Media and Entertainment*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Education and Learning
10.4. Gaming
10.5. Service Utilities

11. By Region

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 11.1.2. Market Attractiveness Index, By Region
11.2. North America
- 11.2.1. Introduction
- 11.2.2. Key Region-Specific Dynamics
- 11.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.2.7.1. U.S.
  - 11.2.7.2. Canada
  - 11.2.7.3. Mexico
11.3. Europe
- 11.3.1. Introduction
- 11.3.2. Key Region-Specific Dynamics
- 11.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
  - 11.3.6.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.6.2. Germany
  - 11.3.6.3. UK
  - 11.3.6.4. France
  - 11.3.6.5. Italy
  - 11.3.6.6. Russia
  - 11.3.6.7. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Introduction
- 11.4.3. Key Region-Specific Dynamics
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.4.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.8.1. Brazil
  - 11.4.8.2. Argentina
  - 11.4.8.3. Rest of South America
11.5. Asia-Pacific
- 11.5.1. Introduction
- 11.5.2. Key Region-Specific Dynamics
- 11.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.5.7.1. China
  - 11.5.7.2. India
  - 11.5.7.3. Japan
  - 11.5.7.4. Australia
  - 11.5.7.5. Rest of Asia-Pacific
11.6. Middle East and Africa
- 11.6.1. Introduction
- 11.6.2. Key Region-Specific Dynamics
- 11.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

12. Competitive Landscape

12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis

13. Company Profiles

13.1. Panasonic*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Key Developments
13.2. NXP Semiconductor
13.3. Renesas Electronics
13.4. Blackberry
13.5. Visteon Corporation
13.6. Netflix, Inc.
13.7. Amazon
13.8. The Walt Disney Company
13.9. Tencent Holdings Ltd
13.10. Roku Inc.

LIST NOT EXHAUSTIVE

14. Appendix

14.1. About Us and Services
14.2. Contact Us

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