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市场调查报告书

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1347995

全球 OTT 电视和视讯预测市场 - 2023-2030

Global OTT TV and Video Forecasts Market - 2023-2030

出版日期: 2023年09月11日 | 出版商:

DataM Intelligence | 英文 212 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电视和视讯预测市场将于2022年达到1542亿美元，预计到2030年将达到2311亿美元，2023-2030年预测期间复合年增长率为7.9%。

全国高速网路连线的可用性使更多消费者能够存取 OTT 内容并视觉化影片预测。随着网路连线的改善，更多用户能够在没有任何网路问题或缓衝问题的情况下串流视讯内容。根据 enterpriseapps 的数据，在印度，55% 的用户居住在排名前 5 的地铁站附近。到2022年底，OTT平台的用户参与度为28.2%，到2027年底将增加至36%。

北美是全球OTT电视和视讯预测市场的成长地区之一，覆盖了超过1/3的市场。该地区的网路普及率最高，增加了消费者无缝传输 OTT 内容的需求。消费者选择可以在自己方便的时候观看的随选内容。智慧电视和 Amazon Fire TV 和 Apple TV 等连网装置的日益普及使消费者能够更轻鬆地存取 OTT 平台。

动力学

对影片内容的需求不断增长

现代观众更喜欢娱乐选择的灵活性和便利性。 OTT 平台让观众可以按照自己的时间表存取各种视讯内容，而不受传统电视时间表的限制。 OTT 平台可以不受地理界限的限制覆盖全球受众，这使内容创作者能够瞄准不同的市场和人口统计数据。

例如，2023 年 8 月 2 日，NASA 推出了一个名为 NASA+ 的新串流媒体平台，旨在向大众提供易于存取且引人入胜的太空相关内容。与传统有线电视不同，NASA + 提供类似于Netflix 等服务的点播串流服务，允许观众选择他们想观看的内容，此举反映了NASA 为适应不断变化的观众偏好并迎合精通技术的观众而做出的努力。

瑞星线上串流平台

观众对点播内容的需求不断增长，以获取便利。线上平台可以轻鬆存取各种设备，包括智慧型手机、平板电脑和智慧电视。由于消费者可以在那里观看喜爱的节目，并且一些平台提供了可以在全球范围内访问的无广告频道。线上串流媒体平台可以在全球范围内访问，使内容创作者能够接触到本地市场以外的受众，而这种全球影响力扩大了内容创作者和平台的收入潜力。

例如，2022年11月27日，世界射箭协会与科技公司StreamViral合作，将于2023年初推出名为「射箭+」的线上串流平台。该平台旨在向世界射箭协会现有转播权未涵盖地区的观众直播国际射箭赛事交易。它将举办现代射箭世界杯、现代射箭世界锦标赛、2024年巴黎奥运资格赛、世界二级排名赛等重大赛事。

技术进步

宽频和 5G 网路等高速网路连线的可用性显着提高了用户的串流品质和体验。高速网路可以无缝播放高清甚至 4K 内容，这对于吸引和留住观众至关重要。人工智慧驱动的推荐演算法分析用户行为和偏好，以提供个人化的内容推荐。

例如，2022 年 4 月 27 日，Max Velocity 是一款基于浏览器的视讯说故事工具，旨在改变广播产业。它使媒体客户能够在任何环境中有效地创建高品质的数位内容，从而更轻鬆地跨平台发布内容。 Max Alert Live 是 The Weather Company 警报平台的最新成员，该解决方案旨在透过向观众通知破坏性天气事件，让他们了解情况并确保安全。

串流媒体成本高

高速网路基础设施的可用性因地区而异，而在网路存取受限的地区，使用者在串流高品质内容时面临许多困难，从而阻碍了市场的成长。串流影片内容消耗大量数据，导致数据使用量增加，增加了计画的成本。

并非所有设备都与每个 OTT 平台相容。用户在其首选设备上存取某些平台时可能会面临限制，从而影响他们的整体观看体验。围绕内容、资料保护和网路中立性的监管框架可能会影响 OTT 服务在不同地区的运作方式。遵守不同的法规可能很复杂且成本高昂。

Overview

Global OTT TV and Video Forecasts Market reached US$ 154.2 billion in 2022 and is expected to reach US$ 231.1 billion by 2030, growing with a CAGR of 7.9% during the forecast period 2023-2030.

The availability of high-speed internet connectivity across the nation has enabled more consumers to access OTT content and visualize video forecasts. As internet connectivity improves, more users are able to stream video content without any network issue or buffering issues. According to enterpriseapps, in India there is 55% of users that resides over top 5 metro stations. In the end of 2022 the user involvement is 28.2% of the OTT platform which will increase upto 36% at the end of 2027.

North America is among the growing regions in the global OTT TV and video forecasts market covering more than 1/3rd of the market. The region has the highest penetration level of the internet, which increases demand for consumers to stream OTT content seamlessly. Consumers choose on-demand content which they can watch at their own convenience. The growing adoption of smart TVs and connected devices such as Amazon Fire TV and Apple TV made it easier for consumers to access OTT platforms.

Dynamics

Increasing Demand for Video Content

Modern audiences prefer flexibility and convenience in their entertainment choices. OTT platforms allow viewers to access a wide variety of video content on their own schedule, without the limitations of traditional TV schedules. OTT platforms can reach a global audience without the limitations of geographical boundaries and this enables content creators to target diverse markets and demographics.

For instance, on 02 August 2023, NASA introduced a new streaming platform called NASA + , aiming to provide accessible and engaging space-related content to the public. Unlike traditional cable TV NASA + offers on-demand streaming similar to services like Netflix, allowing viewers to choose what they want to watch and this move reflects NASA's effort to adapt to changing viewer preferences and cater to a tech-savvy audience.

Rising Online Streaming Platform

The growing demand for on-demand content viewers access their convenience. Online platforms provides easy access to various devices that includes smartphones, tablets and smart Tvs. As consumers can view there favorite shows and some platforms offers ad-free channels which can access globally. Online streaming platforms can be accessed globally, allowing content creators to reach audiences beyond their local markets and this global reach expands revenue potential for both content creators and platforms.

For instance, on 27 November 2022, World Archery is partnering with technology company StreamViral to launch an online streaming platform called "archery + " in early 2023. The platform aims to broadcast international archery events to audiences in regions not covered by World Archery's existing rights deals. It will feature major events such as the Hyundai Archery World Cup, the Hyundai World Archery Championships, qualifiers for the Paris 2024 Olympic Games and second-tier world ranking tournaments.

Technology Advancement

The availability of high-speed internet connections like broadband and 5G networks, significantly improved the streaming quality and experience for users. High-speed internet enables seamless playback of high-definition and even 4K content, which is crucial for attracting and retaining viewers. AI-driven recommendation algorithms analyze user behavior and preferences to provide personalized content recommendations.

For instance, on 27 April 2022, Max Velocity was a browser-based video storytelling tool designed to transform the broadcast industry. It enables media clients to efficiently create high-quality digital content from any environment, making it easier to publish content across platforms. Max Alert Live is the latest addition to The Weather Company's alerting platform and this solution is designed to keep audiences informed and safe by notifying them of disruptive weather events.

High Streaming Cost

The availability of high-speed internet infrastructure varies from region to region and the areas where limited access to the internet is there users face many difficulties in streaming the high-quality content that hinder the growth of the market. Streaming video content consumes a significant amount of data that leads to have higher use of data which increases the cost of the plans.

Not all devices are compatible with every OTT platform. Users might face limitations in accessing certain platforms on their preferred devices, affecting their overall viewing experience. Regulatory frameworks around content, data protection and net neutrality can impact how OTT services operate in different regions. Compliance with varying regulations can be complex and costly.

Segment Analysis

The global OTT TV and video forecasts market is segmented based type, platform, service, application and region.

Rising Adoption of VoIP Platform

VoIP is expected to hold a significant share of around 1/3rd of the global market in 2022. VoIP services typically offer lower costs for voice communication compared to traditional telephony. As OTT platforms continue to gain popularity for video content, users might also be attracted to the cost savings of using VoIP for voice communication. Integrating VoIP into the OTT platforms can offer a convenient and seamless experience for users, allowing them to access both video content and voice communication from a single app or platform.

For instance, on 14 October 2022, ONEDigital, the media and communications vertical of the global Hinduja Group, introduced its integrated offering called "ONEDigital" and this comprehensive solution provides customers with a range of digital services, including broadband, digital TV, OTT content, Voice over Internet Protocol (VoIP)/Intercom, home and building WiFi, as well as CCTV solutions.

Geographical Penetration

Rising Internet Penetration and Digitalization in Asia-Pacific

Asia-Pacific is expected to be the fastest growing region in the global OTT TV and video forecasts market covering about 1/4th of the market. The region has witnessed a significant increase in internet penetration, driven by expanding connectivity in both urban and rural areas and this widespread access to high-speed internet enables consumers to stream OTT content seamlessly. Urbanization and increased urban lifestyles drive demand for entertainment options accessible through mobile devices.

For instance, on 29 August 2023, TV9 Network, India's largest news network, is once again disrupting the industry with the launch of News9 Mediaverse, India's first fully integrated digital-first English news brand and this revolutionary move combines three components: News9 Plus, the world's first news OTT News9 Live, India's only 24/7 digital exclusive news stream and News9Live.com, a rapidly growing English text platform.

Competitive Landscape

The major global players in the market include: Apple, Airtel, Amazon Prime, Globacom, Iflix, Netflix, MTN, HBO, Tigo and Vodafone.

COVID-19 Impact Analysis

OTT platforms with a global presence benefitted from their ability to reach audiences in different regions simultaneously, this global reach was advantageous as different regions experienced lockdowns and restrictions at various times. While OTT platforms focused on delivering content, there were challenges in content production due to restrictions on filming and social distancing measures and this led to delays in the release of some content and a shift in content release schedules.

Some OTT platforms adopted hybrid release strategies, combining theatrical releases with digital premieres and this approach allowed them to cater to different audience preferences and maximize revenue. While the pandemic initially disrupted production schedules, many OTT platforms quickly adapted by investing in the creation of original content, this not only ensured a steady stream of new content but also allowed platforms to differentiate themselves and attract subscribers.

AI Impact

AI-powered recommendation engines analyze user preferences, viewing history and behavior to provide personalized content suggestions and this enhances user engagement by ensuring that viewers are presented with content that aligns with their interests, increasing the likelihood of longer viewing sessions and reduced churn rates. AI algorithms enable improved content discovery by categorizing and tagging content based on its themes, genres and metadata.

AI-driven ad insertion helps tailor advertisements to individual viewers based on their demographics, interests and online behavior and this enhances the ad viewing experience by presenting more relevant and engaging ads, leading to more click-through rates and ad revenue. AI-powered video analytics provide valuable insights into viewer behavior, such as engagement patterns, drop-off points and content preferences, this data helps content creators and providers make informed decisions about content production, licensing and marketing strategies.

For instance, on 16 August 2023, Sabio Holdings Inc., a prominent provider of connected TV (CTV) and over-the-top (OTT) advertising platforms, announced 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, facilitating easier data interpretation for media agencies and brands.

Russia- Ukraine War Impact

The conflict may lead to disruptions in content availability and distribution. Depending on the severity of the conflict and related sanctions, content creators, distributors and platforms operating in the affected regions might face challenges in delivering content to audiences, potentially affecting the variety and availability of content on OTT platforms. The conflict may impact consumer behavior and preferences in the regions directly affected by the crisis.

Advertisers might reevaluate their advertising strategies and budgets in light of the geopolitical situation. Advertisers may choose to reallocate budgets to target specific regions or demographic segments, impacting the revenue streams for OTT platforms that rely on advertising as a revenue source region where the conflict is more intense, there could be disruptions in internet infrastructure and connectivity.

By Type

VoIP
Text & Image
Video

By Platform

Smartphones
Smart TVs
Laptops/Desktops
Gaming
Others

By Service

SVOD
AVOD
TVOD
Live Streaming

By Application

Household
Commercial
Educational
Government
Others

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 27 July 2023, Indian startup Excitel introduced a new home internet plan named the 'Cable Cutter' plan, aimed at enhancing the home entertainment experience for its customers. The plan offers impressive speeds of up to 400 Mbps and includes 12 over-the-top (OTT) channels, featuring a selection of over 550 Live TV channels.
On 30 August 2022, Sports betting company FanDuel Group is launching a new linear TV network and a standalone OTT platform in September. FanDuel TV and FanDuel + will become the first linear/digital network dedicated to sports wagering content. The content includes more than 3,000 hours of live sports, with well-known pundits hosting programming to engage sports fans and integrate with FanDuel's mobile app.
On 25 August 2023, World Rugby is introducing its own free-to-air streaming platform called RugbyPass TV, which will provide international rugby matches to global fans. The OTT platform, powered by Endeavor Streaming, is set to launch with the Rugby World Cup 2023 on September 8. RugbyPass TV will cover both men's and women's tournaments, offering more than 1,000 hours of historic matches and behind-the-scenes content.

Why Purchase the Report?

To visualize the global OTT TV and video forecasts market segmentation based on type, platform, service, application 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 TV and video forecasts 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 TV and video forecasts market report would provide approximately 69 tables, 72 figures and 212 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 Type
3.2. Snippet by Platform
3.3. Snippet by Service
3.4. Snippet by Application
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Increasing Demand for Video Content
  - 4.1.1.2. Rising Online Streaming Platform
  - 4.1.1.3. Technology Advancement
- 4.1.2. Restraints
  - 4.1.2.1. High Streaming Cost
- 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 Type

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 7.1.2. Market Attractiveness Index, By Type
7.2. VoIP*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Text & Image
7.4. Video

8. By Platform

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 8.1.2. Market Attractiveness Index, By Platform
8.2. Smartphones*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Smart TVs
8.4. Laptops/Desktops
8.5. Gaming
8.6. Others

9. By Service

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 9.1.2. Market Attractiveness Index, By Service
9.2. SVOD*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. AVOD
9.4. TVOD
9.5. Live Streaming

10. By Application

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 10.1.2. Market Attractiveness Index, By Application
10.2. Household*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Commercial
10.4. Educational
10.5. Government
10.6. Others

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 Type
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 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 Type
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.7.1. Germany
  - 11.3.7.2. UK
  - 11.3.7.3. France
  - 11.3.7.4. Italy
  - 11.3.7.5. Russia
  - 11.3.7.6. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Key Region-Specific Dynamics
- 11.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.7.1. Brazil
  - 11.4.7.2. Argentina
  - 11.4.7.3. 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 Type
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 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 Type
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Service
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application

12. Competitive Landscape

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

13. Company Profiles

13.1. Apple*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Key Developments
13.2. Airtel
13.3. Amazon Prime
13.4. Globacom
13.5. Iflix
13.6. Netflix
13.7. MTN
13.8. HBO
13.9. Tigo
13.10. Vodafone

LIST NOT EXHAUSTIVE

14. Appendix

14.1. About Us and Services
14.2. Contact Us

02-2729-4219

+886-2-2729-4219

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