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市场调查报告书
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OTT（Over-the-Top）：市场占有率分析、产业趋势/统计、成长预测（2024-2029）

Over The Top (OTT) - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3个工作天内

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简介目录

OTT（Over-the-Top）市场规模预计到 2024 年将达到 5,800 亿美元，预计到 2029 年将达到 1.99 兆美元，在预测期内（2024-2029 年）复合年增长率为 28.19%。完毕。

Over The Top (OTT) 市场

OTT市场是指绕过有线和卫星电视等传统传输管道，透过网路直接向使用者传送视讯和音讯媒体内容。 OTT 平台提供各种内容的随选访问，包括电影、电视节目、现场活动和原创节目。

主要亮点

  • OTT 是透过高速网路连线而非基于有线或卫星供应商的平台提供的电影和电视内容平台。 OTT 的采用对视讯、音乐、播客和音讯串流类别做出了重大贡献。更窄的类型选择、包装弹性、广泛的设备可用性、互联网普及和更低的成本推动了采用率的提高。此外，对客製化内容的需求不断增长，导致 OTT 设备的显着普及。
  • 体育和娱乐服务商品化的持续转变以及 OTT 提供者之间日益激烈的竞争预计将推动 OTT 市场的发展。近年来，我们消费体育赛事和娱乐内容的方式发生了重大转变。传统上，这些服务主要透过有线或卫星订阅提供，客製化和点播观看选项有限。然而，OTT 平台的崛起打破了这种模式，直接向消费者提供广泛的体育赛事、直播和娱乐内容。
  • 新兴市场越来越多地采用 SVOD（订阅视讯点播）服务预计将推动 OTT 市场的发展。由于多种因素，SVOD 服务在世界各地（包括新兴市场）广受欢迎。许多新兴国家中阶的扩大和可支配收入的增加正在促进 SVOD 服务的成长。随着越来越多的人有能力订阅，透过 OTT 平台存取各种内容的需求不断增加。
  • 影片内容盗版是影响 OTT 市场的关键问题。盗版涉及未经授权分发和消费受版权保护的内容，导致内容创作者和合法串流媒体平台的收益损失。盗版破坏了 OTT 提供者的经营模式，他们依靠订阅费和广告收入来维持业务并为内容製作提供资金。
  • COVID-19 的疫情对 OTT 市场产生了重大影响。全球健康危机和由此产生的封锁措施导致对串流媒体服务的需求激增，从多个方面加速了 OTT 行业的成长。由于人们因限製而被困在家中并寻找娱乐选择，对串流媒体服务的需求激增。许多人转向 OTT 平台观看电影、电视节目、纪录片和其他型态的内容。需求的激增导致现有串流媒体服务的订阅数量大幅增加以及新平台的出现。

OTT市场趋势

智慧型设备的普及和互联网速度的提高正在推动 OTT 市场的发展

  • 智慧型装置的普及和高速网路存取的增加是推动 OTT 市场成长的关键因素。智慧型手机、平板电脑、智慧型电视和其他连网装置的日益普及为用户提供了更多存取 OTT 服务的方式。这些设备配备了互联网连接并支援串流应用程序，使消费者可以更轻鬆地观看自己喜爱的节目、电影和其他点播内容。
  • 此外，宽频和 4G/5G 行动网路等高速网路连线的可用性也在实现无缝串流体验方面发挥关键作用。儘管网路用户数量的增加是全球趋势，但也存在地区差异。
  • 据Cisco称，在预测期内，北美的网路普及最高（其次是西欧），但中东和非洲预计将成长最快（2018年至2023年的复合年增长率为10%）。更快的网路速度可以实现更流畅的播放、更少的缓衝时间以及高清 (HD) 和超高清 (UHD) 内容的串流传输。这大大改善了整体用户体验，并有助于OTT服务的日益普及。
  • 智慧型设备和高速互联网的结合也提高了个人化和便利性。 OTT 平台利用资料分析和推荐演算法来了解用户偏好并提供个人化内容推荐。此外，只要有网路连接，使用者就可以随时随地存取内容。
  • 这些因素正在推动 OTT 平台的成长，吸引更多用户并推高订阅和广告收益。因此，传统媒体公司和广播公司正在认识到 OTT 的重要性，并透过推出自己的串流服务或与现有 OTT 平台合作来开拓这个不断扩大的市场。

预计北美将占据较大市场占有率

  • 近年来，北美OTT市场经历了显着成长。北美是一些最着名和最成熟的 OTT 平台的所在地，包括 Netflix、Amazon Prime Video、Hulu 和 Disney+。这些平台拥有庞大的用户群，并提供庞大的内容库，包括电影、电视节目、纪录片和原创作品。
  • Roku、Apple TV、Amazon Fire TV 和 Google Chromecast 等串流装置在北美很普及。这些设备可以轻鬆存取各种 OTT 平台，并允许用户直接在电视上传输内容。
  • 北美消费者的观看习惯正在发生显着变化，越来越多的人选择 OTT 服务，而不是传统的有线或卫星电视服务。 OTT 平台的弹性、成本效益和个人化内容产品推动了这一趋势。
  • 体育串流媒体在北美越来越受欢迎，各大体育联盟和组织都推出了自己的 OTT 平台或与现有服务合作。这些平台提供体育赛事直播、独家内容、幕后报导等，以满足日益增长的体育内容需求。
  • 内容在地化是北美OTT市场的主要趋势。提供者正在投资创建原创的在地化内容，以满足当地偏好和人口统计。这种方法可以帮助您获取并留住用户，并使您的平台在竞争激烈的市场中脱颖而出。

OTT产业概况

OTT 市场较为分散。随着越来越多的媒体和内容公司加入串流电视潮流，市场竞争变得越来越激烈。公司注重产品创新以吸引消费者的注意。该市场的主要企业包括 Netflix, Inc.、亚马逊公司 (Prime Video)、华特迪士尼公司 (Hulu)、腾讯控股有限公司、Roku Inc. 等。市场参与者正在采取联盟和收购等策略来增强其产品供应并获得永续的竞争优势。

  • 2022 年 12 月 - Netflix 与 Nike Training Club 合作，将锻炼和健身节目引入 OTT 平台。 Netflix 和 Nike Training Club 合作将健身内容引入影片串流平台。
  • 2022 年 11 月 - 亚马逊推出智慧型手机 Prime Video 会员资格，每年 599 卢比（7.29 美元）。该计划仅在印度境内提供，您可以使用官方网站或 Android 应用程式购买行动存取的年度订阅。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 生态系分析
  • 产业吸引力－波特五力分析
    • 新进入者的威胁
    • 买方议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度

第五章市场动态

  • 市场驱动因素
    • 智慧型装置的普及和高速网路存取的扩大
    • 体育娱乐服务商品化正在进行，OTT 提供者之间的竞争日益激烈
    • SVOD（基于订阅的服务）在新兴市场的普及
  • 市场限制因素
    • 影片内容盗版和间谍软体使用者资料库安全威胁日益严重
  • COVID-19 对 OTT 和电视产业的影响

第六章市场区隔

  • 按服务类型
    • SVOD
    • TVOD
    • AVOD
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东/非洲

第七章 竞争形势

  • 公司简介
    • Netflix, Inc.
    • Amazon.com Inc.（Prime Video）
    • The Walt Disney Company（Hulu）
    • Tencent Holdings Ltd
    • Roku Inc.
    • Google LLC（YouTube）
    • DAZN Group Limited
    • NBC Universal（Hayu）
    • PCCW Media Group（Viu）

第八章投资分析

第9章市场的未来

简介目录
Product Code: 66482

The Over The Top Market size is estimated at USD 0.58 trillion in 2024, and is expected to reach USD 1.99 trillion by 2029, growing at a CAGR of 28.19% during the forecast period (2024-2029).

Over The Top (OTT) - Market

The Over-the-Top (OTT) market refers to delivering video, audio, and other media content over the Internet directly to users, bypassing traditional distribution channels like cable or satellite television. OTT platforms provide on-demand access to a wide range of content, including movies, TV shows, live events, and original programming.

Key Highlights

  • Over the top (OTT) is a film and television content platform provided via a high-speed internet connection instead of a cable or satellite provider-based platform. OTT adoption has significantly aided the video, music, podcast, and audio streaming category. Increasing adoption can be attributed to narrow genre choices, packaging flexibility, wider device availability, internet penetration, and lower costs. Furthermore, the rising demand for customized content led to significant adoption rates of OTT devices.
  • The ongoing shift towards commoditizing sporting and entertainment services and growing competition among OTT providers are expected to drive the Over-the-Top (OTT) market. In recent years, there has been a significant shift in how sporting events and entertainment content are consumed. Traditionally, these services were primarily delivered through cable and satellite TV subscriptions, with limited options for customization and on-demand viewing. However, the rise of OTT platforms has disrupted this model by offering a wide range of sporting events, live broadcasts, and entertainment content directly to consumers.
  • The increasing adoption of Subscription Video on Demand (SVOD) services in emerging markets is expected to drive the Over-the-Top (OTT) market. Due to several factors, SVOD services have gained significant popularity worldwide, including in emerging markets. The expanding middle class and rising disposable incomes in many emerging economies have contributed to the growth of SVOD services. As more individuals have the financial means to afford subscriptions, there is an increased demand for access to a wide variety of content through OTT platforms.
  • Video content piracy is a significant issue affecting the OTT market. Piracy involves the unauthorized distribution and consumption of copyrighted content, leading to revenue losses for content creators and legitimate streaming platforms. It undermines the business models of OTT providers, who rely on subscription fees or advertising revenue to sustain their operations and fund content creation.
  • The COVID-19 pandemic has significantly impacted the Over-the-Top (OTT) market. The global health crisis and associated lockdown measures led to a surge in demand for streaming services and accelerated the growth of the OTT industry in several ways. With people staying at home due to restrictions and seeking entertainment options, the demand for streaming services skyrocketed. Many individuals turned to OTT platforms for movies, TV shows, documentaries, and other forms of content. This surge in demand resulted in a significant increase in subscriptions for established streaming services and the launch of new platforms.

Over The Top (OTT) Market Trends

Adoption of Smart Devices & higher Internet Speeds is Expected to Drive Over the Top (OTT) Market

  • The growth in the adoption of smart devices and greater access to higher internet speeds are key factors driving the growth of the Over-the-Top (OTT) market. The increasing penetration of smartphones, tablets, smart TVs, and other connected devices has provided users with more avenues to access OTT services. These devices come equipped with internet connectivity and support streaming applications, making it easier for consumers to watch their favorite shows, movies, and other content on demand.
  • Furthermore, the availability of high-speed internet connections, such as broadband and 4G/5G mobile networks, has played a crucial role in enabling seamless streaming experiences. While the increase in Internet users is a worldwide trend, regional variances exist.
  • According to Cisco Systems, North America is likely to have the greatest internet adoption rate during the projection period (followed by Western Europe), but the Middle East and Africa are expected to have the quickest growth (10 % CAGR from 2018 to 2023). Faster internet speeds allow for smoother playback, reduced buffering times, and the ability to stream high-definition (HD) and ultra-high-definition (UHD) content. This has greatly improved the overall user experience and contributed to the growing popularity of OTT services.
  • The combination of smart devices and high-speed internet has also led to increased personalization and convenience. OTT platforms leverage data analytics and recommendation algorithms to understand users' preferences and provide personalized content recommendations. Additionally, users can access content whenever and wherever they want, as long as they have an internet connection.
  • These factors have fueled the growth of OTT platforms, attracting many subscribers and driving the revenue generated by subscription fees and advertisements. As a result, traditional media companies and broadcasters have recognized the importance of OTT and have launched their own streaming services or partnered with existing OTT platforms to tap into this expanding market.

North America is Expected to Hold the Significant Market Share

  • The North American OTT market has witnessed significant growth in recent years. North America is home to some of the most prominent and established OTT platforms, including Netflix, Amazon Prime Video, Hulu, and Disney+. These platforms have gained a large subscriber base and offer a vast content library, including movies, TV shows, documentaries, and original productions.
  • Streaming devices, such as Roku, Apple TV, Amazon Fire TV, and Google Chromecast, have seen widespread adoption in North America. These devices provide easy access to various OTT platforms and allow users to stream content directly on their TVs.
  • North America has experienced a significant shift in consumer viewing habits, with an increasing number of individuals opting for OTT services and not subscribing to traditional cable or satellite TV services. OTT platforms' flexibility, cost-effectiveness, and personalized content offerings have contributed to this trend.
  • Sports streaming has gained traction in North America, with major sports leagues and organizations launching their own OTT platforms or partnering with existing services. These platforms offer live sports events, exclusive content, and behind-the-scenes coverage to cater to the growing demand for sports content.
  • Localization of content is a significant trend in the North American OTT market. Providers invest in original content production specific to the region, targeting local preferences and demographics. This approach helps attract and retain subscribers and differentiate platforms in a competitive market.

Over The Top (OTT) Industry Overview

The Over the Top (OTT) Market is fragmented. With many media and content companies jumping on the streaming TV bandwagon, the marketplace is becoming increasingly competitive, creating even more competition for high-quality content to keep viewers hooked. The companies are focusing on product innovation to gain consumer attention. Major players in the market are Netflix, Inc., Amazon.com Inc.(Prime Video), The Walt Disney Company (Hulu), Tencent Holdings Ltd, and Roku Inc. among others. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • December 2022 - Netflix has collaborated with Nike Training Club to deliver workout and fitness programming to the OTT platform. Fitness content is being delivered to the video streaming platform through the collaboration between Netflix and Nike Training Club.
  • November 2022 - Amazon has introduced a smartphone version of its Prime Video membership, which costs Rs 599 (USD 7.29)annually. This plan would be accessible specifically in India, and clients can purchase an annual subscription for their mobile access using the official website or the Android app.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Ecosystem Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Adoption of Smart Devices & Greater Access to Higher Internet Speeds
    • 5.1.2 Ongoing Shift Towards Commoditization of Sporting & Entertainment Services Coupled with Growing Competition Among OTT Providers
    • 5.1.3 Increasing Adoption of SVOD (subscription - Based Services) in Emerging Markets
  • 5.2 Market Restraints
    • 5.2.1 Growing Threat of Video Content Piracy and Security Threat of User Database Due to Spyware
  • 5.3 Impact of COVID -19 on the OTT and TV industry

6 MARKET SEGMENTATION

  • 6.1 By Type of Service
    • 6.1.1 SVOD
    • 6.1.2 TVOD
    • 6.1.3 AVOD
  • 6.2 By Geography
    • 6.2.1 North America
    • 6.2.2 Europe
    • 6.2.3 Asia Pacific
    • 6.2.4 Latin America
    • 6.2.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Netflix, Inc.
    • 7.1.2 Amazon.com Inc. (Prime Video)
    • 7.1.3 The Walt Disney Company (Hulu)
    • 7.1.4 Tencent Holdings Ltd
    • 7.1.5 Roku Inc.
    • 7.1.6 Google LLC (YouTube)
    • 7.1.7 DAZN Group Limited
    • 7.1.8 NBC Universal (Hayu)
    • 7.1.9 PCCW Media Group (Viu)

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET