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Global OTT Devices and Services Market 2016-2020

Global OTT Devices and Services Market 2016-2020

About OTT

OTT or over-the-top refers to a medium used for delivering diverse media content using the Internet. It is different from video-on-demand where the users need not subscribe to the traditional satellite or cable service such as Comcast and Time Warner Cable. The popularity of OTT services is indirectly affecting the cable companies that prefer to bundle the channel packages and deliver them to the subscribers. It is further affecting their business models where the popular channels are bundled with the less popular channels and are sold at a premium price.

Technavio’s analysts forecast the global OTT devices and services market to grow at a CAGR of 20.6% during the period 2016-2020.

Covered in this report

The report covers the present scenario and the growth prospects of the global OTT devices and services market for 2016-2020. To calculate the market size, the report considers the sales of OTT services globally.

The market is divided into the following segments based on geography:

  • Americas
  • APAC
  • EMEA
Technavio's report, Global OTT Devices and Services Market 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.

Key vendors
  • Amazon
  • Apple
  • Facebook
  • Hulu
  • Netflix
Other prominent vendors
  • Akamai Technologies
  • Activevideo
  • CinemaNow
  • Google
  • Indieflix
  • Nimbuzz
  • Popcornflix
  • Roku
Market driver
  • High demand for time-shifted TV
  • For a full, detailed list, view our report
Market challenge
  • Low scope of customer retention
  • For a full, detailed list, view our report
Market trend
  • Emergence of video streaming devices
  • For a full, detailed list, view our report
Key questions answered in this report
  • What will the market size be in 2020 and what will the growth rate be?
  • What are the key market trends?
  • What is driving this market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the key vendors?
  • What are the strengths and weaknesses of the key vendors?


Press Release

Technavio Announces the Publication of its Research Report – Global OTT Devices and Services Market 2016-2020

Technavio recognizes the following companies as the key players in the global OTT devices and services market: Amazon, Apple, Facebook, Hulu, and Netflix.

Other Prominent Vendors in the market are: Akamai Technologies, Activevideo, CinemaNow, Google, Indieflix, Nimbuzz, Popcornflix, and Roku.

Commenting on the report, an analyst from Technavio’s team said: “Increased adoption of RTB will be a key trend for market growth. RTB is an online ad serving process, which involves an online bidding process allowing marketers, advertising agencies, and media buying agencies to trade display advertising inventory in real time. RTB vendors provide a suitable platform to carry out this auction process. When a customer visits a publisher’s website, it sends a request to the vendor. The vendor sets a floor price for that visitor, and different advertisers are allowed to check the visitor and the floor price and bid accordingly. The winning bid is then selected by the vendor, and the ad of the winning bidder is displayed for the visitor. With an increasing number of consumer metrics available for the vendors to target their audience, RTB can be the tool that can enhance an OTT vendor's subscriber base.”

According to the report, growing production of in-house web series will be a key driver for market growth. In-house web series are widely popular online video content since these series provide new and innovative content that interests consumers. For instance, New Zealand’s official online rural television channel and online video platform, Rural TV launched an in-house web series in 2016, aimed at encouraging the young rural population in the country to opt a career in agriculture.

Further, the report states that one of the major challenges the global OTT vendors face is the low customer retention. An increasing number of vendors are entering the market as investors realize the high-value proposition of OTT technology and its scope in the future, leading to stiff competition and price wars. This is when the consumers assess the QoS (quality of service) and QoE (quality of experience) of the vendors' offerings. The vendors are differentiating their service offerings by providing additional services that are interactive and personalized, without any extra costs. The low switching cost among vendors has created a dynamic customer base, due to which customer retention becomes a big challenge for the vendors.



Companies Mentioned

Amazon, Apple, Facebook, Hulu, Netflix, Akamai Technologies, Activevideo, CinemaNow, Google, Indieflix, Nimbuzz, Popcornflix, Roku.

  • Executive summary
    • Highlights
  • Scope of the report
    • Market overview
    • Base year and forecast period
    • Vendor segmentation
  • Market research methodology
    • Research methodology
    • Economic indicators
  • Introduction
    • Key market highlights
  • Market landscape
    • Market overview
      • Table Market segmentation of global OTT devices and services market
    • Global OTT devices and services market
      • Table Global OTT devices and services market ($ billions)
    • Five forces analysis
      • Table Five forces analysis
  • Market segmentation by revenue model
    • Global OTT devices and services market by revenue model
      • Table Global OTT devices and services market by revenue model 2015
      • Table Global OTT devices and services market by revenue model 2020
    • Global OTT devices and services market by AVOD model
      • Table Global OTT devices and services market by AVOD model 2015-2020 ($ billions)
    • Global OTT devices and services market by SVOD model
      • Table Global OTT devices and services market by SVOD model 2015-2020 ($ billions)
    • Global OTT devices and services market by TVOD model
      • Table Global OTT devices and services market by TVOD model 2015-2020 ($ billions)
    • OTT market attractiveness by revenue model
      • Table Global OTT market attractiveness by revenue model 2015-2020
    • Segment comparison analysis
      • Table Growth rates of global OTT market segments by revenue model 2015-2020 ($ billions)
      • Table CAGR comparison of global OTT devices and services market 2015-2020
  • Market segmentation by type
    • Global OTT devices and services market by type
      • Table Global OTT devices and services market by type 2015
      • Table Global OTT devices and services market by type 2020
    • Global OTT devices and services market by videos
      • Table Global OTT devices and services market by videos 2015-2020 ($ billions)
    • Global OTT devices and services market by VoIP
      • Table Global OTT devices and services market by VoIP 2015-2020 ($ billions)
    • Global OTT devices and services market by text and images
      • Table Global OTT devices and services markets by text and images 2015-2020 ($ billions)
    • OTT market attractiveness by type
      • Table Global OTT market attractiveness by type 2015-2020
    • Segment comparison analysis
      • Table Growth rates of global OTT market segments by type of service 2015-2020 ($ billions)
      • Table CAGR comparison of OTT devices and services market by type
  • Geographical segmentation
    • Global OTT devices and services market by geography
      • Table Global OTT devices and services market by geography 2015
      • Table Global OTT devices and services market by geography 2020
    • OTT devices and services market in Americas
      • Table OTT devices and services market in Americas 2015-2020 ($ billions)
    • OTT devices and services market in EMEA
      • Table OTT devices and services market in EMEA 2015-2020 ($ billions)
    • OTT devices and services market in APAC
      • Table OTT devices and services market in APAC 2015-2020 ($ billions)
    • OTT market attractiveness by geography
      • Table OTT market attractiveness by geography 2015-2020
    • Segment comparison analysis
      • Table Growth rates of global OTT devices and services market segments by geography 2015-2020 ($ billions)
      • Table CAGR comparison of OTT devices and services market by geography
  • Key leading countries
    • Key leading countries in global OTT devices and services market
      • Table Top 10 countries in global OTT devices and services market in terms of revenue
      • Table Market share and revenue of top 10 countries in global OTT devices and services market 2015
  • Market drivers
    • Increased time spent on OTT
      • Table Time spent on different modes of TV video content 2015 and 2020 (hours)
    • Growing production of in-house web series
    • Increasing use of OTT on mobile devices
      • Table OTT media consumption through different connected devices 2015-2020
    • High demand for time-shifted TV
  • Impact of drivers
    • Table Impact of drivers
  • Market challenges
    • High popularity of free online video streaming
    • Low scope of customer retention
    • Reluctance of customers to spend on OTT services
    • Less number of long-term subscriptions
  • Impact of drivers and challenges
    • Table Impact of drivers and challenges
  • Market trends
    • Emergence of video streaming devices
    • Increased adoption of RTB
    • Increased use of multiple DRMs in web browsers
  • Vendor landscape
    • Competitive scenario
    • Amazon
    • Apple
    • Facebook
    • Hulu
    • Netflix
    • Other prominent vendors
      • Table Other prominent vendors
  • Appendix
    • List of abbreviations
  • Explore Technavio

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