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Over The Top Market: COVID-19 Impact and Global Analysis Forecast to 2028

Published Date: May 2021

No. of Pages: 207

Status: Upcoming

Report Code: EMR100093

Over the top television also known as OTT is considered to be the turning point in the digital television sector. Over the time television technology involves various business models and success factors as well as all the categories of the value chain of the global television industry which ranges from the development of content to its distribution. Over the top content is deployed for the delivery of audio, delivery of video and delivery of other related media present on the internet without the involvement of a multiple system operator which controls or distributes the required content. Over the past few years, the global over the top content market and services are facing increasing use in smartphones, laptops, smart televisions and tablets.
Some of the major factors fueling the growth of the global over the top market include rising use of tablets and smartphones across the elderly population majorly in the developing economies as well as rising demand for the distribution of content and its creation. Moreover, rapid growth in the per capita disposable incomes of people coupled with increasing adoption of smart televisions are some other major aspects propelling the growth of the global over the top market. However, factors such as high initial costs and launch of relatively cheaper substitutes of over the top content are anticipated to hamper the growth of the overall global over the top market during the forecast period.
The global over the top market can be bifurcated based on platform, content type, service type, deployment, geography and revenue model. Based on content type, the global over the top market can be bifurcated into text, voice over IP, video and images. Based on platform, the global over the top market can be bifurcated into set top box, smart device, laptops, gaming consoles, tablets and desktops. Based on deployment, the global over the top market can be bifurcated into on premise and cloud. By service type, the global over the top market can be bifurcated into maintenance and installation, training, consulting and support and managed services. Based on revenue model, the global over the top market can be bifurcated into procurement, subscription, advertisement and rental. Based on geography, the global over the top market can be divided into Middle East & Africa Latin America, North America, Europe and Asia Pacific. The robust demand particularly in the Asia Pacific region is predictable to be one of the key driving factors for the overall growth of the global market. Furthermore, China is further projected to account for the highest share in the global market and is predictable to maintain its lead in the overall demand during the forecast period. This can be accredited to rapid industrialization and rising urbanization during the past few years. The markets in a variety of other developing economies such as Brazil, Russia, Argentina, Indonesia, Poland, New Zealand, Korea and India among others are also expected to witness a quick growth throughout the forecast period. In adding to this, rising per capita disposable income and surge in the global economy is also another key factor which is predictable to bring impetus in the growth of the
Key players working in the global market are focused on some of the major market strategies such as mergers, partnerships, collaborations and acquisitions in order to keep hold in the ever competitive global market. In addition, they are focus on gaining hold on the local players to strengthen their goodwill as well as to enhance their market reach in the global market.
Some of the major players in the global over the top market include Akamai Technologies, Apple Inc., Limelight Networks Inc., Facebook Inc., Microsoft Corporation, Google Inc., Netflix, Tencent Holdings Ltd., Nimbuzz, Yahoo Inc. and Samsung Corporation among others

The global over the top market can be bifurcated

Based on content type
• Text
• Voice over ip
• Video and images
Based on platform
• Set top box
• Smart device
• Laptops
• Gaming consoles
• Tablets and desktops
Based on deployment
• Premise
• Cloud
Based on service type
• Maintenance and installation
• Training
• Consulting and support and managed services

Based on revenue model
• Procurement
• Subscription
• Advertisement
• Rental
Based on geography
• Middle East & Africa
• Latin America
• North America
• Europe
• Asia Pacific

The Leading Key Players in Over The Top Market

Akamai Technologies
Apple Inc.
Limelight Networks Inc.
Facebook Inc.
Microsoft Corporation
Google Inc.
Tencent Holdings Ltd.
Yahoo Inc.
Samsung Corporation