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市场调查报告书
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Over-the-Top(OTT)：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Over The Top (OTT) - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

预计 2025 年Over-the-Top(OTT) 市场规模将达到 7,000 亿美元，预计到 2030 年将达到 1.47 兆美元，预测期内（2025-2030 年）的复合年增长率为 16.14%。

Over The Top (OTT)-市场-IMG1

Over-the-Top+（OTT）市场是指透过网路直接向使用者提供视讯、音讯和其他媒体内容，绕过有线和卫星电视等传统传输管道。 OTT 平台提供各种内容的随选访问，包括电影、电视节目、实况活动和原创节目。

主要亮点

  • Over-the-Top（OTT）是一种透过高速网路连线而非透过有线或卫星供应商平台交付的电影和电视内容平台。 OTT 的采用正在推动视讯、音乐、播客和音讯串流类别的大幅成长。推动采用率提高的因素包括类型选择狭窄、包装灵活、设备可用性广泛、互联网普及率高以及成本低廉。对客製化内容的需求不断增长，导致 OTT 设备的大量采用。
  • 体育和娱乐服务的日益商品化以及 OTT 提供者之间日益激烈的竞争预计将推动Over-the-Top(OTT) 市场的发展。近年来，体育赛事和娱乐内容的消费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平台的兴起颠覆了这种模式，它直接向消费者提供各种体育赛事、直播和娱乐内容。
  • 新兴市场中订阅随选视讯 (SVOD) 服务的日益普及预计将推动 Over-the-Top (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）获得了极大的欢迎。许多新兴国家的中阶不断壮大以及可支配收入不断提高，推动了 SVOD 服务的成长。随着越来越多的个人能够负担订阅费用，透过 OTT 平台存取更多种类内容的需求也日益增长。
  • 影片内容盗版是影响 OTT 市场的重大问题。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 疫情对Over-the-Top（OTT）市场产生了重大影响。全球健康危机和随之而来的封锁措施导致串流媒体服务需求激增，并从多个方面加速了 OTT 产业的成长。由于人们因限製而滞留在家中并寻求娱乐选择，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、纪录片和其他形式的内容。需求的激增导致现有串流媒体服务的订阅量大幅增加，并出现了新的平台。

Over-the-Top(OTT) 市场趋势

智慧型设备的普及和更快的互联网速度预计将推动 OTT 市场的发展

  • 智慧型装置的日益普及和高速网路的存取是推动Over-the-Top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媒体应用程序，让消费者可以轻鬆观看自己喜欢的节目、电影和其他点播内容。
  • 宽频和4G/5G行动网路等高速网路连线对于实现无缝串流体验起着至关重要的作用。网路使用者数量增加是全球趋势，但也存在地区差异。
  • 据Cisco称，预测期内北美将拥有最高的网路普及率（其次是西欧）。儘管如此，中东和非洲预计仍将实现成长（2018 年至 2023 年复合年增长率为 10%）。更快的网路速度意味着更流畅的播放、更少的缓衝时间以及传输高清 (HD) 和超高清 (UHD) 内容的能力。这显着改善了整体用户体验，有助于推动 OTT 服务日益普及。
  • 智慧型设备与高速互联网的结合也带来了个人化和便利性的提升。 OTT 平台使用资料分析和推荐演算法来了解用户偏好并提供个人化的内容推荐。只要有网路连接，使用者就可以随时随地存取内容。
  • 这些因素推动了OTT平台的成长，吸引了更多的用户，并提高了订阅费和广告收益。因此，传统媒体公司和广播公司意识到了 OTT 的重要性，并推出串流媒体服务或与现有的 OTT 平台合作进入这个不断扩大的市场。

预计北美将占据较大的市场占有率

  • 近年来，北美OTT市场经历了显着的成长。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，并提供大量内容库，包括电影、电视节目、纪录片和原创内容。
  • Roku、Apple TV、Amazon Fire TV 和 Google Chromecast 等串流装置在北美被广泛使用。这些设备可以存取各种 OTT 平台，并允许用户直接在电视上播放内容。
  • 北美消费者的观看习惯正在发生重大转变，越来越多的人选择 OTT 服务，而不是订阅传统的有线或卫星电视服务。 OTT 平台的灵活性、成本效益和个人化内容产品助长了这一趋势。
  • 体育串流媒体在北美越来越受欢迎，各大体育联盟和组织推出OTT 平台或与现有服务合作。这些平台透过提供实况活动、独家内容和幕后报道来满足日益增长的体育内容需求。
  • 内容在地化是北美 OTT 市场的一个主要趋势。提供者正在投资製作针对当地偏好和人口统计的原创、在地化内容。这种方法有助于吸引和留住用户，并使平台在竞争激烈的市场中脱颖而出。

Over-the-Top(OTT) 产业概述

Over-the-Top（OTT）市场十分分散。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，争夺优质内容以吸引观众的竞争也更加激烈。公司正专注于产品创新以吸引消费者的注意。市场的主要企业是 Netflix Inc.、亚马逊公司（Prime Video）、华特迪士尼公司（Hulu）、腾讯控股有限公司和 Roku Inc.市场参与者正在采取合作和收购等策略来加强其产品供应并获得永续的竞争优势。

  • 2024 年 2 月 - 媒体与娱乐集团 Shemaroo Entertainment 与四家国际通讯业者合作，扩展其 OTT 平台 ShemarooMe。与 Zain、STC、沙乌地阿拉伯的 Mobily 和卡达的 Vodafone 的合作由 DCB（营运商直接计费）合作伙伴 3A net 和 one97 communications 促成，体现了该公司致力于在全球范围内提供多样化娱乐体验的承诺。
  • 2024 年 2 月 - Verimatrix 与 Amazon Web Services (AWS) 合作，进一步增强其云端基础的OTT 内容安全平台 Streamkeeper Multi-DRM 的扩充性、可用性和易用性。

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 1 章 简介

  • 研究假设和市场定义
  • 研究范围

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
    • 买家的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争对手之间的竞争

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增加
    • 随着 OTT 提供者之间的竞争日益激烈，体育和娱乐服务的竞争也日益激烈
    • SVOD 在新兴市场日益流行
  • 市场限制
    • 影片内容盗版的威胁以及间谍软体对​​用户资料库的安全威胁增加
  • 影响OTT和电视产业的宏观经济因素

第六章 市场细分

  • 按服务类型
    • SVOD
    • TVOD
    • AVOD
  • 按地区
    • 北美洲
    • 欧洲
    • 亚洲
    • 澳洲和纽西兰
    • 拉丁美洲
    • 中东和非洲

第七章 竞争格局

  • 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

第九章：市场的未来

简介目录
Product Code: 66482

The Over The Top Market size is estimated at USD 0.70 trillion in 2025, and is expected to reach USD 1.47 trillion by 2030, at a CAGR of 16.14% during the forecast period (2025-2030).

Over The Top (OTT) - Market - IMG1

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 may be attributed to narrow genre choices, packaging flexibility, wider device availability, internet penetration, and lower costs. The rising demand for customized content led to significant adoption rates of OTT devices.
  • The ongoing shift toward 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 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 and 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.
  • 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). Still, the Middle East and Africa are expected to increase (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. Users may 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 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 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 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. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • February 2024 - Shemaroo Entertainment, a media and entertainment conglomerate, collaborated with four international telecom operators to expand its OTT platform, ShemarooMe. This partnership with Zain, STC, Mobily in Saudi Arabia, and Vodafone in Qatar, facilitated by DCB (Direct Carrier Billing) partners, 3A net, and one97 communications, showcases the company's global commitment to offering diverse entertainment experiences.
  • February 2024 - Verimatrix collaborated with Amazon Web Services (AWS) to further increase scalability, availability, and ease of use for its Streamkeeper Multi-DRM cloud-based OTT content security platform.

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 and Greater Access to Higher Internet Speeds
    • 5.1.2 Ongoing Shift Towards Commoditization of Sporting and 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 Macro Economic Factors 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
    • 6.2.4 Australia and New Zealand
    • 6.2.5 Latin America
    • 6.2.6 Middle East & 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