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Over the Top (OTT) Market by Content Type and Geography - Global Forecast & Analysis 2019-2023

Over the Top (OTT) Market by Content Type and Geography - Global Forecast & Analysis 2019-2023

Global Over the Top (OTT) Market: About this market

Over the top (OTT) services deliver content such as video, audio, text, and images from a third-party provider over the internet. Technavio’s over the top (OTT) market analysis considers sales from content type including video, text and images, VoIP, and music streaming. Our analysis also considers the sales of over the top (OTT) in APAC, Europe, North America, South America, and MEA. In 2018, the video segment had a significant market share, and this trend is expected to continue over the forecast period. Factors such as the growing market for AVOD OTT services will play a significant role in the video segment to maintain its market position. Also, our global over the top (OTT) market report looks at factors such as the increasing penetration of mobile computing devices, mobile advertising driving revenue of audio/video streaming apps, and growing investment in communication network infrastructure in developing countries. However, concerns pertaining to audio/video piracy, difficulty in converting viewers to paid subscribers, and challenge of cross-border government regulation may hamper the growth of the over the top (OTT) industry over the forecast period.

Global Over the Top (OTT) Market: Overview

Increasing penetration of mobile computing devices

The sales volume of mobile computing devices such as smartphones, laptops, and tablets are very high in developed countries such as the US. It creates growth opportunities for vendors that develop mobile applications. The growing adoption of these devices has resulted in an increased number of Internet users and their access to OTT content such as VOD, music streaming, and VoIP. This will boost the demand for OTT content and lead to the expansion of the global over the top (OTT) market at a CAGR of over 13% during the forecast period.

Implementation of AI by OTT service providers

Existing and the new vendors are deploying advanced technologies such as AI to remain competitive in the market. The implementation of AI in over the top services helps them to improve customer experience by analyzing their video preferences and making suggestions. This will boost the application of AI in over the top services and have a positive impact on the overall market growth.

For the detailed list of factors that will drive the global over the top (OTT) market during the forecast period 2019-2023, click here.

Competitive Landscape

With the presence of few major players, the global over the top (OTT) market is concentrated. Technavio’s robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading over the top (OTT) manufacturers, that include Alphabet Inc., Amazon.com Inc., Microsoft Corp., Netflix Inc., and The Walt Disney Co.

Also, the over the top (OTT) market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage on all forthcoming growth opportunities.


  • Executive summary
  • Scope of the report
    • Preface
      • Table Market offering by vendors
    • Currency conversion rates for US$
  • Market landscape
    • Market ecosystem
      • Table Global communications services market
      • Table Segments of global communications services market
    • Market characteristics
      • Table Market characteristics
    • Market segmentation analysis
      • Table Market segments
  • Market sizing
    • Market definition
      • Table Market definition - Inclusions and exclusions checklist
    • Market sizing 2018
      • Table Market size 2018
    • Market size and forecast 2018-2023
      • Table Global market: Size and forecast 2018-2023 ($ billions)
      • Table Global market: Year-over-year growth 2019-2023 (%)
  • Five forces analysis
    • Table Five forces analysis 2018
    • Table Five forces analysis 2023
    • Bargaining power of buyers
      • Table Bargaining power of buyers
    • Bargaining power of suppliers
      • Table Bargaining power of suppliers
    • Threat of new entrants
      • Table Threat of new entrants
    • Threat of substitutes
      • Table Threat of substitutes
    • Threat of rivalry
      • Table Threat of rivalry
    • Market condition
      • Table Market condition - Five forces 2018
  • Market segmentation by content type
    • Table Content type - Market share 2018-2023 (%)
    • Comparison by content type
      • Table Comparison by content type
    • Video - Market size and forecast 2018-2023
      • Table Video - Market size and forecast 2018-2023 ($ billions)
      • Table Video - Year-over-year growth 2019-2023 (%)
    • Text and images - Market size and forecast 2018-2023
      • Table Text and images - Market size and forecast 2018-2023 ($ billions)
      • Table Text and images - Year-over-year growth 2019-2023 (%)
    • VoIP - Market size and forecast 2018-2023
      • Table VoIP - Market size and forecast 2018-2023 ($ billions)
      • Table VoIP - Year-over-year growth 2019-2023 (%)
    • Music streaming - Market size and forecast 2018-2023
      • Table Music streaming - Market size and forecast 2018-2023 ($ billions)
      • Table Music streaming - Year-over-year growth 2019-2023 (%)
    • Market opportunity by content type
      • Table Market opportunity by content type
  • Customer landscape
    • Table Customer landscape
  • Geographic landscape
    • Geographic segmentation
      • Table Market share by geography 2018-2023 (%)
    • Geographic comparison
      • Table Geographic comparison
    • North America - Market size and forecast 2018-2023
      • Table North America - Market size and forecast 2018-2023 ($ billions)
      • Table North America - Year-over-year growth 2019-2023 (%)
    • Europe - Market size and forecast 2018-2023
      • Table Europe - Market size and forecast 2018-2023 ($ billions)
      • Table Europe - Year-over-year growth 2019-2023 (%)
    • APAC - Market size and forecast 2018-2023
      • Table APAC - Market size and forecast 2018-2023 ($ billions)
      • Table APAC - Year-over-year growth 2019-2023 (%)
    • South America - Market size and forecast 2018-2023
      • Table South America - Market size and forecast 2018-2023 ($ billions)
      • Table South America - Year-over-year growth 2019-2023 (%)
    • MEA - Market size and forecast 2018-2023
      • Table MEA - Market size and forecast 2018-2023 ($ billions)
      • Table MEA - Year-over-year growth 2019-2023 (%)
    • Key leading countries
      • Table Key leading countries
    • Market opportunity
      • Table Market opportunity
  • Market segmentation by screen type
  • Decision framework
  • Drivers and challenges
    • Market drivers
      • Table Number of downloads of video streaming apps on Google Play
    • Market challenges
      • Table Impact of drivers and challenges
  • Market trends
    • Rising popularity of direct carrier billing in OTT market
    • Growing number of partnerships and acquisitions
    • Implementation of AI by OTT service providers
  • Vendor landscape
    • Overview
      • Table Vendor landscape
    • Landscape disruption
      • Table Landscape disruption
  • Vendor analysis
    • Vendors covered
      • Table Vendors covered
    • Vendor classification
      • Table Vendor classification
    • Market positioning of vendors
      • Table Market positioning of vendors
    • Alphabet Inc.
      • Table Alphabet Inc. - Vendor overview
      • Table Alphabet Inc. - Business segments
      • Table Alphabet Inc. - Organizational developments
      • Table Alphabet Inc. - Geographic focus
      • Table Alphabet Inc. - Segment focus
      • Table Alphabet Inc. - Key offerings
    • Amazon.com Inc.
      • Table Amazon.com Inc. - Vendor overview
      • Table Amazon.com Inc. - Business segments
      • Table Amazon.com Inc. - Organizational developments
      • Table Amazon.com Inc. - Geographic focus
      • Table Amazon.com Inc. - Segment focus
      • Table Amazon.com Inc. - Key offerings
    • Microsoft Corp.
      • Table Microsoft Corp. - Vendor overview
      • Table Microsoft Corp. - Business segments
      • Table Microsoft Corp. - Organizational developments
      • Table Microsoft Corp. - Geographic focus
      • Table Microsoft Corp. - Segment focus
      • Table Microsoft Corp. - Key offerings
    • Netflix Inc.
      • Table Netflix Inc. - Vendor overview
      • Table Netflix Inc. - Business segments
      • Table Netflix Inc. - Organizational developments
      • Table Netflix Inc. - Segment focus
      • Table Netflix Inc. - Key offerings
    • The Walt Disney Co.
      • Table The Walt Disney Co. - Vendor overview
      • Table The Walt Disney Co. - Business segments
      • Table The Walt Disney Co. - Organizational developments
      • Table The Walt Disney Co. - Geographic focus
      • Table The Walt Disney Co. - Segment focus
      • Table The Walt Disney Co. - Key offerings
  • Appendix
    • Research methodology
      • Table Validation techniques employed for market sizing
    • List of abbreviations
    • Definition of market positioning of vendors
      • Table Definition of market positioning of vendors
  • Explore Technavio

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