OTT 媒体服务市场 - 全球产业规模、份额、趋势、机会和预测，按类型、按设备类型、按地区和竞争进行细分，2020-2030 年预测

2024 年全球 Over-the-Top (OTT) 媒体服务市值为 1,779.1 亿美元，预计到 2030 年将达到 4072.4 亿美元，预测期内的年复合成长率(CAGR) 为 14.8%。受互联网基础设施进步、智慧设备的广泛应用以及消费者偏好向点播内容转变的推动，OTT媒体服务行业在全球范围内经历了显着增长。从传统有线电视到串流平台的转变得益于可以轻鬆存取不同类型的和语言的多样化内容库，而且通常价格具有竞争力。主要成长动力包括高速网路的普及（尤其是在新兴市场）以及智慧电视和行动装置的日益普及。此外，Netflix、Amazon Prime Video 和 Disney+ 等主要平台原创内容製作的崛起在提升用户参与度方面发挥了关键作用。个人化演算法可以根据个人喜好客製化内容，进一步提高用户保留率和满意度。

市场分为基于订阅的视讯点播（SVOD）、交易视讯点播（TVOD）和基于广告的视讯点播（AVOD）。 SVOD 凭藉其无广告体验和独家内容继续引领市场，而 AVOD 则正在经历最快的成长，特别是在消费者更喜欢免费、广告支援内容的价格敏感市场。内容类型细分包括电影、电视节目、纪录片和体育直播，进一步丰富了内容种类，吸引了更广泛的观众。此外，虚拟实境（VR）和扩增实境（AR）等互动式和沈浸式体验的创新正在重塑内容消费模式。由于智慧型手机普及率高、OTT平台成熟以及对原创内容製作的大量投资，北美表现出强劲的需求。

市场驱动因素

高速网路和智慧型装置的普及

主要市场挑战

内容授权和製作成本

主要市场趋势

小众串流服务的兴起

目录

第 1 章：简介

第 2 章：研究方法

第 3 章：执行摘要

第 4 章：顾客之声

第五章：全球 OTT 媒体服务市场展望

• 市场规模和预测
  • 按价值
• 市场占有率和预测
  • 按类型（AVOD、SVOD、TVOD）
  • 依装置类型（智慧电视和机上盒、行动装置和电脑/笔记型电脑、游戏机和串流装置）
  • 按区域
  • 依前 5 大公司分类，其他（2024 年）
• 全球 OTT 媒体服务市场地图与机会评估
  • 按类型
  • 依设备类型
  • 按区域

第 6 章：北美 OTT 媒体服务市场展望

• 市场规模和预测
• 市场占有率和预测

第 7 章：欧洲 OTT 媒体服务市场展望

• 市场规模和预测
• 市场占有率和预测

第 8 章：亚太地区 OTT 媒体服务市场展望

• 市场规模和预测
• 市场占有率和预测

第 9 章：中东和非洲 OTT 媒体服务市场展望

• 市场规模和预测
• 市场占有率和预测

第 10 章：南美洲 OTT 媒体服务市场展望

• 市场规模和预测
• 市场占有率和预测

第 11 章：市场动态

• 驱动程式
• 挑战

第 12 章：COVID-19 对全球 OTT 媒体服务市场的影响

• 影响评估模型
  • 受影响的关键部分
  • 受影响的主要地区
  • 受影响的主要国家

第 13 章：市场趋势与发展

第 14 章：竞争格局

• 公司简介
  • Netflix, Inc.
  • Amazon.com, Inc.
  • Disney Streaming Services LLC.
  • Warner Media, LLC.
  • Hulu, LLC.
  • Apple Inc.
  • Peacock TV, LLC.
  • Google LLC.
  • ESPN Enterprises, Inc.
  • CBS Interactive Inc.

第 15 章：策略建议/行动计划

• 重点关注领域
  • 目标类型
  • 目标设备类型
  • 目标区域

第16章 调査会社について・免责事项

The global Over-the-Top (OTT) media services market was valued at USD 177.91 billion in 2024 and is projected to reach USD 407.24 billion by 2030, growing at a compound annual growth rate (CAGR) of 14.8% during the forecast period. The OTT media services sector has experienced significant global growth, driven by advancements in internet infrastructure, the widespread adoption of smart devices, and shifting consumer preferences towards on-demand content. The transition from traditional cable TV to streaming platforms has been propelled by the convenience of accessing diverse content libraries across genres and languages, often at competitive prices. Key growth drivers include the increased availability of high-speed internet, especially in emerging markets, and the growing adoption of smart TVs and mobile devices. Moreover, the rise in original content production by major platforms such as Netflix, Amazon Prime Video, and Disney+ has played a pivotal role in enhancing user engagement. Personalization algorithms, which tailor content to individual preferences, further contribute to higher user retention and satisfaction.

The market is segmented into subscription-based video-on-demand (SVOD), transactional video-on-demand (TVOD), and advertisement-based video-on-demand (AVOD). SVOD continues to lead the market due to its ad-free experience and exclusive content offerings, while AVOD is witnessing the fastest growth, particularly in price-sensitive markets where consumers prefer free, ad-supported content. The content type segmentation, including movies, TV shows, documentaries, and live sports, further diversifies offerings and attracts a broader audience. Additionally, innovations in interactive and immersive experiences, such as virtual reality (VR) and augmented reality (AR), are reshaping content consumption patterns. North America exhibits strong demand due to high smartphone penetration, the presence of established OTT platforms, and significant investments in original content production.

Market Drivers

Proliferation of High-Speed Internet and Smart Devices

The widespread availability of high-speed internet has been a key enabler of the OTT market's expansion. The development of 4G and 5G networks has significantly improved internet speeds and reliability. As of 2024, approximately 5.5 billion people are online, representing 68% of the global population-an increase from 65% in 2023, with 227 million new users joining the online ecosystem. This infrastructure has facilitated seamless streaming, driving the shift from traditional broadcasting to OTT platforms. Additionally, the surge in smart device adoption-including smartphones, tablets, smart TVs, and streaming media players-has made OTT content more accessible. These devices are equipped with user-friendly interfaces and applications that enable easy streaming, broadening the consumer base. Furthermore, the integration of OTT applications into gaming consoles and other connected devices further enhances content accessibility, appealing to tech-savvy audiences who prioritize flexibility and mobility in content consumption.

Key Market Challenges

Content Licensing and Production Costs

As competition intensifies, OTT platforms are increasingly required to update their content libraries to retain and attract subscribers. Securing licensing agreements for popular third-party content can be prohibitively expensive, driving many platforms to invest in original programming. However, producing high-quality original content involves substantial financial investment, covering talent acquisition, production, marketing, and distribution costs. The financial risks are considerable, especially if the content fails to connect with audiences. Additionally, rising demand for content has led to inflated production costs as resources and talent become more sought after. Striking the right balance between acquiring licensed content and investing in original productions requires strategic foresight and market insight. Moreover, navigating complex international licensing agreements to offer content across different regions adds to the operational complexity.

Key Market Trends

Rise of Niche Streaming Services

While mainstream OTT platforms such as Netflix, Disney+, and Amazon Prime Video continue to dominate the global market, there is a growing trend of niche streaming services catering to specific audience segments. These platforms focus on specialized interests such as horror (e.g., Shudder), anime (e.g., Crunchyroll), documentaries (e.g., CuriosityStream), and regional content targeting specific cultural or linguistic groups. This trend reflects an increasing demand for personalized content that mainstream platforms may overlook. Niche OTT services often focus on cultivating highly engaged communities rather than pursuing mass-market appeal, fostering subscriber loyalty through exclusive releases, interactive features, and community-building tools like discussion forums and fan events. Furthermore, the rise of niche content presents opportunities for creators who may lack access to larger platforms, allowing them to serve dedicated audiences and build strong, passionate user bases willing to pay for content that aligns with their interests.

Key Market Players

• Netflix, Inc.
• Amazon.com, Inc.
• Disney Streaming Services LLC
• Warner Media, LLC
• Hulu, LLC
• Apple Inc.
• Peacock TV, LLC
• Google LLC
• ESPN Enterprises, Inc.
• CBS Interactive Inc.

Report Scope

This report segments the global OTT media services market by the following categories and highlights key industry trends:

OTT Media Services Market by Type:

• AVOD (Advertisement-Based Video on Demand)
• SVOD (Subscription-Based Video on Demand)
• TVOD (Transactional Video on Demand)

OTT Media Services Market by Device Type:

• Smart TVs & Set-Top Boxes
• Mobile Devices & Computers/Laptops
• Gaming Consoles & Streaming Devices

OTT Media Services Market by Region:

• North America: United States, Canada, Mexico
• Europe: France, Germany, Spain, Italy, United Kingdom
• Asia-Pacific: China, Japan, India, Vietnam, South Korea
• Middle East & Africa: South Africa, Saudi Arabia, UAE, Turkey, Kuwait, Egypt
• South America: Brazil, Argentina, Colombia

Competitive Landscape & Company Profiles

A detailed analysis of the major players in the global OTT media services market is included, offering valuable insights into their strategies, strengths, and market positioning.

Available Customizations

TechSci Research offers customized reports based on the specific needs of a company, including:

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Market Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Market Overview
• 3.2. Market Forecast
• 3.3. Key Regions
• 3.4. Key Segments

4. Voice of Customer

• 4.1. Factors Influencing Purchase Decision
• 4.2. Sources of Information

5. Global OTT Media Services Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Type Market Share Analysis (AVOD, SVOD, TVOD)
  • 5.2.2. By Device Type Market Share Analysis (Smart TVs & Set-Top Box, Mobile Devices & Computers/Laptops, Gaming Consoles & Streaming Devices)
  • 5.2.3. By Regional Market Share Analysis
    • 5.2.3.1. North America Market Share Analysis
    • 5.2.3.2. Europe Market Share Analysis
    • 5.2.3.3. Asia-Pacific Market Share Analysis
    • 5.2.3.4. Middle East & Africa Market Share Analysis
    • 5.2.3.5. South America Market Share Analysis
  • 5.2.4. By Top 5 Companies Market Share Analysis, Others (2024)
• 5.3. Global OTT Media Services Market Mapping & Opportunity Assessment
  • 5.3.1. By Type Market Mapping & Opportunity Assessment
  • 5.3.2. By Device Type Market Mapping & Opportunity Assessment
  • 5.3.3. By Regional Market Mapping & Opportunity Assessment

6. North America OTT Media Services Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Type Market Share Analysis
  • 6.2.2. By Device Type Market Share Analysis
  • 6.2.3. By Country Market Share Analysis
    • 6.2.3.1. United States OTT Media Services Market Outlook
      • 6.2.3.1.1. Market Size & Forecast
      • 6.2.3.1.1.1. By Value
      • 6.2.3.1.2. Market Share & Forecast
      • 6.2.3.1.2.1. By Type Market Share Analysis
      • 6.2.3.1.2.2. By Device Type Market Share Analysis
    • 6.2.3.2. Canada OTT Media Services Market Outlook
      • 6.2.3.2.1. Market Size & Forecast
      • 6.2.3.2.1.1. By Value
      • 6.2.3.2.2. Market Share & Forecast
      • 6.2.3.2.2.1. By Type Market Share Analysis
      • 6.2.3.2.2.2. By Device Type Market Share Analysis
    • 6.2.3.3. Mexico OTT Media Services Market Outlook
      • 6.2.3.3.1. Market Size & Forecast
      • 6.2.3.3.1.1. By Value
      • 6.2.3.3.2. Market Share & Forecast
      • 6.2.3.3.2.1. By Type Market Share Analysis
      • 6.2.3.3.2.2. By Device Type Market Share Analysis

7. Europe OTT Media Services Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Type Market Share Analysis
  • 7.2.2. By Device Type Market Share Analysis
  • 7.2.3. By Country Market Share Analysis
    • 7.2.3.1. France OTT Media Services Market Outlook
      • 7.2.3.1.1. Market Size & Forecast
      • 7.2.3.1.1.1. By Value
      • 7.2.3.1.2. Market Share & Forecast
      • 7.2.3.1.2.1. By Type Market Share Analysis
      • 7.2.3.1.2.2. By Device Type Market Share Analysis
    • 7.2.3.2. Germany OTT Media Services Market Outlook
      • 7.2.3.2.1. Market Size & Forecast
      • 7.2.3.2.1.1. By Value
      • 7.2.3.2.2. Market Share & Forecast
      • 7.2.3.2.2.1. By Type Market Share Analysis
      • 7.2.3.2.2.2. By Device Type Market Share Analysis
    • 7.2.3.3. Spain OTT Media Services Market Outlook
      • 7.2.3.3.1. Market Size & Forecast
      • 7.2.3.3.1.1. By Value
      • 7.2.3.3.2. Market Share & Forecast
      • 7.2.3.3.2.1. By Type Market Share Analysis
      • 7.2.3.3.2.2. By Device Type Market Share Analysis
    • 7.2.3.4. Italy OTT Media Services Market Outlook
      • 7.2.3.4.1. Market Size & Forecast
      • 7.2.3.4.1.1. By Value
      • 7.2.3.4.2. Market Share & Forecast
      • 7.2.3.4.2.1. By Type Market Share Analysis
      • 7.2.3.4.2.2. By Device Type Market Share Analysis
    • 7.2.3.5. United Kingdom OTT Media Services Market Outlook
      • 7.2.3.5.1. Market Size & Forecast
      • 7.2.3.5.1.1. By Value
      • 7.2.3.5.2. Market Share & Forecast
      • 7.2.3.5.2.1. By Type Market Share Analysis
      • 7.2.3.5.2.2. By Device Type Market Share Analysis

8. Asia-Pacific OTT Media Services Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Type Market Share Analysis
  • 8.2.2. By Device Type Market Share Analysis
  • 8.2.3. By Country Market Share Analysis
    • 8.2.3.1. China OTT Media Services Market Outlook
      • 8.2.3.1.1. Market Size & Forecast
      • 8.2.3.1.1.1. By Value
      • 8.2.3.1.2. Market Share & Forecast
      • 8.2.3.1.2.1. By Type Market Share Analysis
      • 8.2.3.1.2.2. By Device Type Market Share Analysis
    • 8.2.3.2. Japan OTT Media Services Market Outlook
      • 8.2.3.2.1. Market Size & Forecast
      • 8.2.3.2.1.1. By Value
      • 8.2.3.2.2. Market Share & Forecast
      • 8.2.3.2.2.1. By Type Market Share Analysis
      • 8.2.3.2.2.2. By Device Type Market Share Analysis
    • 8.2.3.3. India OTT Media Services Market Outlook
      • 8.2.3.3.1. Market Size & Forecast
      • 8.2.3.3.1.1. By Value
      • 8.2.3.3.2. Market Share & Forecast
      • 8.2.3.3.2.1. By Type Market Share Analysis
      • 8.2.3.3.2.2. By Device Type Market Share Analysis
    • 8.2.3.4. Vietnam OTT Media Services Market Outlook
      • 8.2.3.4.1. Market Size & Forecast
      • 8.2.3.4.1.1. By Value
      • 8.2.3.4.2. Market Share & Forecast
      • 8.2.3.4.2.1. By Type Market Share Analysis
      • 8.2.3.4.2.2. By Device Type Market Share Analysis
    • 8.2.3.5. South Korea OTT Media Services Market Outlook
      • 8.2.3.5.1. Market Size & Forecast
      • 8.2.3.5.1.1. By Value
      • 8.2.3.5.2. Market Share & Forecast
      • 8.2.3.5.2.1. By Type Market Share Analysis
      • 8.2.3.5.2.2. By Device Type Market Share Analysis

9. Middle East & Africa OTT Media Services Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Type Market Share Analysis
  • 9.2.2. By Device Type Market Share Analysis
  • 9.2.3. By Country Market Share Analysis
    • 9.2.3.1. South Africa OTT Media Services Market Outlook
      • 9.2.3.1.1. Market Size & Forecast
      • 9.2.3.1.1.1. By Value
      • 9.2.3.1.2. Market Share & Forecast
      • 9.2.3.1.2.1. By Type Market Share Analysis
      • 9.2.3.1.2.2. By Device Type Market Share Analysis
    • 9.2.3.2. Saudi Arabia OTT Media Services Market Outlook
      • 9.2.3.2.1. Market Size & Forecast
      • 9.2.3.2.1.1. By Value
      • 9.2.3.2.2. Market Share & Forecast
      • 9.2.3.2.2.1. By Type Market Share Analysis
      • 9.2.3.2.2.2. By Device Type Market Share Analysis
    • 9.2.3.3. UAE OTT Media Services Market Outlook
      • 9.2.3.3.1. Market Size & Forecast
      • 9.2.3.3.1.1. By Value
      • 9.2.3.3.2. Market Share & Forecast
      • 9.2.3.3.2.1. By Type Market Share Analysis
      • 9.2.3.3.2.2. By Device Type Market Share Analysis
    • 9.2.3.4. Turkey OTT Media Services Market Outlook
      • 9.2.3.4.1. Market Size & Forecast
      • 9.2.3.4.1.1. By Value
      • 9.2.3.4.2. Market Share & Forecast
      • 9.2.3.4.2.1. By Type Market Share Analysis
      • 9.2.3.4.2.2. By Device Type Market Share Analysis
    • 9.2.3.5. Kuwait OTT Media Services Market Outlook
      • 9.2.3.5.1. Market Size & Forecast
      • 9.2.3.5.1.1. By Value
      • 9.2.3.5.2. Market Share & Forecast
      • 9.2.3.5.2.1. By Type Market Share Analysis
      • 9.2.3.5.2.2. By Device Type Market Share Analysis
    • 9.2.3.6. Egypt OTT Media Services Market Outlook
      • 9.2.3.6.1. Market Size & Forecast
      • 9.2.3.6.1.1. By Value
      • 9.2.3.6.2. Market Share & Forecast
      • 9.2.3.6.2.1. By Type Market Share Analysis
      • 9.2.3.6.2.2. By Device Type Market Share Analysis

10. South America OTT Media Services Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Type Market Share Analysis
  • 10.2.2. By Device Type Market Share Analysis
  • 10.2.3. By Country Market Share Analysis
    • 10.2.3.1. Brazil OTT Media Services Market Outlook
      • 10.2.3.1.1. Market Size & Forecast
      • 10.2.3.1.1.1. By Value
      • 10.2.3.1.2. Market Share & Forecast
      • 10.2.3.1.2.1. By Type Market Share Analysis
      • 10.2.3.1.2.2. By Device Type Market Share Analysis
    • 10.2.3.2. Argentina OTT Media Services Market Outlook
      • 10.2.3.2.1. Market Size & Forecast
      • 10.2.3.2.1.1. By Value
      • 10.2.3.2.2. Market Share & Forecast
      • 10.2.3.2.2.1. By Type Market Share Analysis
      • 10.2.3.2.2.2. By Device Type Market Share Analysis
    • 10.2.3.3. Colombia OTT Media Services Market Outlook
      • 10.2.3.3.1. Market Size & Forecast
      • 10.2.3.3.1.1. By Value
      • 10.2.3.3.2. Market Share & Forecast
      • 10.2.3.3.2.1. By Type Market Share Analysis
      • 10.2.3.3.2.2. By Device Type Market Share Analysis

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Impact of COVID-19 on Global OTT Media Services Market

• 12.1. Impact Assessment Model
  • 12.1.1. Key Segments Impacted
  • 12.1.2. Key Regions Impacted
  • 12.1.3. Key Countries Impacted

13. Market Trends & Developments

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. Netflix, Inc.
    • 14.1.1.1. Company Details
    • 14.1.1.2. Product
    • 14.1.1.3. Financials (As Per Availability)
    • 14.1.1.4. Key Market Focus & Geographical Presence
    • 14.1.1.5. Recent Developments
    • 14.1.1.6. Key Management Personnel
  • 14.1.2. Amazon.com, Inc.
    • 14.1.2.1. Company Details
    • 14.1.2.2. Product
    • 14.1.2.3. Financials (As Per Availability)
    • 14.1.2.4. Key Market Focus & Geographical Presence
    • 14.1.2.5. Recent Developments
    • 14.1.2.6. Key Management Personnel
  • 14.1.3. Disney Streaming Services LLC.
    • 14.1.3.1. Company Details
    • 14.1.3.2. Product
    • 14.1.3.3. Financials (As Per Availability)
    • 14.1.3.4. Key Market Focus & Geographical Presence
    • 14.1.3.5. Recent Developments
    • 14.1.3.6. Key Management Personnel
  • 14.1.4. Warner Media, LLC.
    • 14.1.4.1. Company Details
    • 14.1.4.2. Product
    • 14.1.4.3. Financials (As Per Availability)
    • 14.1.4.4. Key Market Focus & Geographical Presence
    • 14.1.4.5. Recent Developments
    • 14.1.4.6. Key Management Personnel
  • 14.1.5. Hulu, LLC.
    • 14.1.5.1. Company Details
    • 14.1.5.2. Product
    • 14.1.5.3. Financials (As Per Availability)
    • 14.1.5.4. Key Market Focus & Geographical Presence
    • 14.1.5.5. Recent Developments
    • 14.1.5.6. Key Management Personnel
  • 14.1.6. Apple Inc.
    • 14.1.6.1. Company Details
    • 14.1.6.2. Product
    • 14.1.6.3. Financials (As Per Availability)
    • 14.1.6.4. Key Market Focus & Geographical Presence
    • 14.1.6.5. Recent Developments
    • 14.1.6.6. Key Management Personnel
  • 14.1.7. Peacock TV, LLC.
    • 14.1.7.1. Company Details
    • 14.1.7.2. Product
    • 14.1.7.3. Financials (As Per Availability)
    • 14.1.7.4. Key Market Focus & Geographical Presence
    • 14.1.7.5. Recent Developments
    • 14.1.7.6. Key Management Personnel
  • 14.1.8. Google LLC.
    • 14.1.8.1. Company Details
    • 14.1.8.2. Product
    • 14.1.8.3. Financials (As Per Availability)
    • 14.1.8.4. Key Market Focus & Geographical Presence
    • 14.1.8.5. Recent Developments
    • 14.1.8.6. Key Management Personnel
  • 14.1.9. ESPN Enterprises, Inc.
    • 14.1.9.1. Company Details
    • 14.1.9.2. Product
    • 14.1.9.3. Financials (As Per Availability)
    • 14.1.9.4. Key Market Focus & Geographical Presence
    • 14.1.9.5. Recent Developments
    • 14.1.9.6. Key Management Personnel
  • 14.1.10. CBS Interactive Inc.
    • 14.1.10.1. Company Details
    • 14.1.10.2. Product
    • 14.1.10.3. Financials (As Per Availability)
    • 14.1.10.4. Key Market Focus & Geographical Presence
    • 14.1.10.5. Recent Developments
    • 14.1.10.6. Key Management Personnel

15. Strategic Recommendations/Action Plan

• 15.1. Key Focus Areas
  • 15.1.1. Target Type
  • 15.1.2. Target Device Type
  • 15.1.3. Target Region

16. About Us & Disclaimer