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OTT Content Market: North America to Stay on the Vanguard, Japan Emerges with Roll-out of 5G & 6G Networks: Global Industry Analysis (2013 - 2017) & Opportunity Assessment (2018 - 2028)

OTT Content Market: North America to Stay on the Vanguard, Japan Emerges with Roll-out of 5G & 6G Networks: Global Industry Analysis (2013 - 2017) & Opportunity Assessment (2018 - 2028)

Easy access to high fidelity data network along with consistent speed enables a buffer-free experience to users, which is primarily responsible for driving adoption of OTT services. In 2017, household broadband penetration in the U.S. was approximately 82%. Other Western economies such as France, Germany, and the U.K. are expected to witness a similar penetration pattern, while most emerging economies are anticipated to reflect even stronger growth rates over the next decade. Taking these growth rates into consideration, OTT services are increasingly becoming a viable option for content delivery.

North America will retain its reign in the coming years

The U.S. and Canada are among the highest spenders on animated content creation, globally. One of the major factors encouraging animation content creation is the presence of The Fox Broadcasting Company, one of the largest creators of animation content for prime time television. Typical examples include series such as The Simpsons and Family Guy. Furthermore, the presence of animation content providers such as Nickelodeon, The Walt Disney Company, and Cartoon Network has fuelled the popularity of animated cartoons, series, and movies in the recent past. In order to monetize the increasing popularity of animation content, leading animation content providers are signing distribution deals with US-based OTT platforms.

Owing to the proliferation in demand for streaming video services (offering diverse content), the market in the region has witnessed the introduction of a few third-party mobile applications offering innovative OTT content (VoD) features. Leading content providers in the region are focusing on expanding their customer base by offering content through various channels, i.e., through apps on smartphones and through dedicated VoD services. With the introduction of HBO’s dedicated VoD services on Apple devices, iPhone or iPad users are now able to access great swaths of original HBO content for a nominal subscription fee. This strategic alliance enabled HBO, Inc. decrease its dependency on cable TV providers and increase its customer base.

Western Europe and Japan are likely to face a neck on neck competition

Western Europe comprises a highly competitive OTT services landscape. The protectionist framework of the region is creating a highly competitive environment for leading global OTT service providers to expand in the European region. A major challenge that persists in this region is the OTT/VoD window. Any negotiations pertaining to cutting short this window have been scrutinized by theatre exhibitors and TV channels, stating that, any type of alteration in the policies to benefit multi-territory platforms, such as Netflix, could lead to the downfall of the film financing system in the region.

On the other hand, the launch of the 5G network in Japan across various circles is expected to improve the video streaming experience of Japanese users. Moreover, continuous development in the Internet service is expected to fuel the market through extended efforts in introducing 6G and 7G services in the country. While this scenario is likely to provide access to networks with ultra-high speeds, it will eventually encourage widespread adoption of VOD services in Japan, in near future.


1. Executive Summary
1.1. Market Overview
1.2. Market Analysis
1.3. FMI Analysis and Recommendations
1.4. Wheel of Fortune
2. Market Introduction
2.1. Market Definition
2.2. Market Taxonomy
3. Market Background
3.1. Macro-Economic Factors
3.2. Forecast Factors – Relevance & Impact
3.3. Value Chain
3.4. Market Dynamics
3.4.1. Drivers
3.4.2. Restraints
3.5. Opportunity Analysis
4. Market Forecast
4.1. Market Size and Y-o-Y Growth
4.2. Absolute $ Opportunity
5. Global OTT Content Market Analysis by Content Type
5.1. Introduction
5.1.1. Market Value Share Analysis by Content Type
5.1.2. Y-o-Y Growth Analysis by Content Type
5.2. Historical Market Size (US$ Mn) Analysis by Content Type, 2013-2017
5.3. Current Market Size (US$ Mn) and Forecast by Content Type, 2018-2028
5.3.1. Video
5.3.1.1. Entertainment & Infotainment
5.3.1.2. Food, Travel & Fashion
5.3.1.3. Sports Content
5.3.2. Audio
5.3.3. Games
5.3.4. Mobile Applications
5.3.5. Communications
5.4. Market Attractiveness Analysis by Content Type
6. Global OTT Content Market Analysis by Access Type
6.1. Introduction
6.1.1. Market Value Share Analysis by Access Type
6.1.2. Y-o-Y Growth Analysis by Access Type
6.2. Historical Market Size (US$ Mn) Analysis by Access Type, 2013-2017
6.3. Current Market Size (US$ Mn) and Forecast by Access Type, 2018-2028
6.3.1. OTT Streaming Devices
6.3.2. Desktops and Laptops
6.3.3. Smartphones and Tablets
6.3.4. Smart TVs
6.3.5. Others
6.4. Market Attractiveness Analysis by Access Type
7. Global OTT Content Market Analysis by Revenue Model
7.1. Introduction
7.1.1. Market Value Share Analysis by Revenue Model
7.1.2. Y-o-Y Growth Analysis by Revenue Model
7.2. Historical Market Size (US$ Mn) Analysis by Revenue Model, 2013-2017
7.3. Current Market Size (US$ Mn) and Forecast by Revenue Model, 2018-2028
7.3.1. SVOD
7.3.2. AVOD
7.3.3. TVOD
7.3.4. Live Streaming
7.3.5. Others
7.4. Market Attractiveness Analysis by Revenue Model
8. Global OTT Content Market Analysis by Region
8.1. Introduction
8.1.1. Market Value Share Analysis by Region
8.1.2. Y-o-Y Growth Analysis by Region
8.2. Historical Market Size (US$ Mn) Analysis by Region, 2013-2017
8.3. Current Market Size (US$ Mn) and Forecast by Region, 2018-2028
8.3.1. North America
8.3.2. Latin America
8.3.3. Western Europe
8.3.4. Eastern Europe
8.3.5. South East Asia and Others of Asia Pacific
8.3.6. China
8.3.7. Japan
8.3.8. Middle East
8.3.9. Africa
8.4. Market Attractiveness Analysis by Region
9. North America OTT Content Market Analysis
9.1. Introduction
9.2. Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
9.3. Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
9.3.1. By Country
9.3.1.1. U.S.
9.3.1.2. Canada
9.3.2. By Content Type
9.3.3. By Access Type
9.3.4. By Revenue Model
9.4. Market Attractiveness Analysis
9.4.1. By Country
9.4.2. By Content Type
9.4.3. By Access Type
9.4.4. By Revenue Model
9.5. Market Trends
9.6. Key Market Participants – Intensity Mapping
9.7. Drivers and Restraints – Impact Analysis
10. Latin America OTT Content Market Analysis
10.1.Introduction
10.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
10.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
10.3.1. By Country
10.3.1.1. Brazil
10.3.1.2. Mexico
10.3.1.3. Rest of Latin America
10.3.2. By Content Type
10.3.3. By Access Type
10.3.4. By Revenue Model
10.4.Market Attractiveness Analysis
10.4.1. By Country
10.4.2. By Content Type
10.4.3. By Access Type
10.4.4. By Revenue Model
10.5.Market Trends
10.6.Key Market Participants – Intensity Mapping
10.7.Drivers and Restraints – Impact Analysis
11. Western Europe OTT Content Market Analysis
11.1.Introduction
11.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
11.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
11.3.1. By Country
11.3.1.1. Germany
11.3.1.2. Italy
11.3.1.3. France
11.3.1.4. Spain
11.3.1.5. U.K.
11.3.1.6. BENELUX
11.3.1.7. Rest of Western Europe
11.3.2. By Content Type
11.3.3. By Access Type
11.3.4. By Revenue Model
11.4.Market Attractiveness Analysis
11.4.1. By Country
11.4.2. Content Type
11.4.3. By Access Type
11.4.4. By Revenue Model
11.5.Market Trends
11.6.Key Market Participants – Intensity Mapping
11.7.Drivers and Restraints – Impact Analysis
12. Eastern Europe OTT Content Market Analysis
12.1.Introduction
12.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
12.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
12.3.1. By Country
12.3.1.1. Russia
12.3.1.2. Poland
12.3.1.3. Rest of Eastern Europe
12.3.2. By Content Type
12.3.3. By Access Type
12.3.4. By Revenue Model
12.4.Market Attractiveness Analysis
12.4.1. By Country
12.4.2. By Content Type
12.4.3. By Access Type
12.4.4. By Revenue Model
12.5.Market Trends
12.6.Key Market Participants – Intensity Mapping
12.7.Drivers and Restraints – Impact Analysis
13. South East Asia and Others of Asia Pacific OTT Content Market Analysis
13.1.Introduction
13.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
13.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
13.3.1. By Country
13.3.1.1. India
13.3.1.2. ASEAN
13.3.1.3. Australia and New Zealand
13.3.1.4. Rest of SEA and Others of APAC
13.3.2. By Content Type
13.3.3. By Access Type
13.3.4. By Revenue Model
13.4.Market Attractiveness Analysis
13.4.1. By Country
13.4.2. By Content Type
13.4.3. By Access Type
13.4.4. By Revenue Model
13.5.Market Trends
13.6.Key Market Participants – Intensity Mapping
13.7.Drivers and Restraints – Impact Analysis
14. China OTT Content Market Analysis
14.1.Introduction
14.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
14.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
14.3.1. By Content Type
14.3.2. By Access Type
14.3.3. By Revenue Model
14.4.Market Attractiveness Analysis
14.4.1. By Content Type
14.4.2. By Access Type
14.4.3. By Revenue Model
14.5.Market Trends
14.6.Key Market Participants – Intensity Mapping
14.7.Drivers and Restraints – Impact Analysis
15. Japan OTT Content Market Analysis
15.1.Introduction
15.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
15.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
15.3.1. By Content Type
15.3.2. By Access Type
15.3.3. By Revenue Model
15.4.Market Attractiveness Analysis
15.4.1. By Content Type
15.4.2. By Access Type
15.4.3. By Revenue Model
15.5.Market Trends
15.6.Key Market Participants – Intensity Mapping
15.7.Drivers and Restraints – Impact Analysis
16. Middle East OTT Content Market Analysis
16.1.Introduction
16.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
16.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
16.3.1. By Country
16.3.1.1. GCC Countries
16.3.1.2. Iran
16.3.1.3. Turkey
16.3.1.4. Rest of Middle East
16.3.2. By Content Type
16.3.3. By Access Type
16.3.4. By Revenue Model
16.4.Market Attractiveness Analysis
16.4.1. By Content Type
16.4.2. By Access Type
16.4.3. By Revenue Model
16.5.Market Trends
16.6.Key Market Participants – Intensity Mapping
16.7.Drivers and Restraints – Impact Analysis
17. Africa OTT Content Market Analysis
17.1.Introduction
17.2.Historical Market Size (US$ Mn) Analysis by Market Segment, 2013-2017
17.3.Market Size (US$ Mn) and Forecast by Market Segment, 2018-2028
17.3.1. By Country
17.3.1.1. South Africa
17.3.1.2. Nigeria
17.3.1.3. Ghana
17.3.1.4. Ivory Coast
17.3.1.5. Ivory Coast
17.3.1.6. Cameroon
17.3.1.7. Uganda
17.3.1.8. Sudan
17.3.1.9. Kenya
17.3.1.10. Rest of Africa
17.3.2. By Content Type
17.3.3. By Access Type
17.3.4. By Revenue Model
17.4.Market Attractiveness Analysis
17.4.1. By Content Type
17.4.2. By Access Type
17.4.3. By Revenue Model
17.5.Market Trends
17.6.Key Market Participants – Intensity Mapping
17.7.Drivers and Restraints – Impact Analysis
18. Market Structure Analysis
18.1.Market Analysis by Tier of Companies
18.1.1. By Large, Medium, and Small
18.2.Market Concentration
18.2.1. By Top 5 and by Top 10
18.3.Market Share Analysis of Top 10 Players
18.4.Market Presence Analysis
18.5.Technology Roadmap
19. Competition Analysis
19.1.Competition Dashboard
19.2.Competition Benchmarking
19.3.Profitability and Gross Margin Analysis By Competition
19.4.Competition Developments
19.5.Competition Deep Dive
19.5.1. Netflix Inc.
19.5.1.1. Overview
19.5.1.2. Product Portfolio
19.5.1.3. Sales Footprint
19.5.1.4. Competition Benchmarking
19.5.1.5. Strategy
19.5.1.5.1. Marketing Strategy
19.5.1.5.2. Product Strategy
19.5.1.5.3. Channel Strategy

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