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Global Over the Top (OTT) Market: Industry Analysis & Outlook (2016-2020)

Global Over the Top (OTT) Market: Industry Analysis & Outlook (2016-2020)

The term over-the-top OTT refers to applications and services which are accessible over the internet and ride on operators’ networks offering internet access services. Over-the-top content (OTT) is the delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content. The emergence of OTT content providers can be heralded as revolutionary in changing the way consumers use mobile broadband (MBB).

There are many providers of OTT content globally, of all different sizes. Consumers can access OTT content through Internet-connected devices such as desktop and laptop computers, gaming consoles (such as the PlayStation 4 and Xbox One), set-top boxes, smartphones (including Android phones, iPhones, and Windows phones), smart TVs and tablets. The competition in the OTT segment is also increasing due to companies looking for expanding their user bases in other countries.

The key factors driving the growth of OTT market are increase in the number of smartphone users, increasing household broadband penetration, increase in internet users, increase in global ad spending through internet, accelerating economic growth and cloud services. Some of the noteworthy trends and developments of this industry are rapid computerization of banking system, availability of high speed internet, rise of mobile commerce and E-commerce, increasing trend of Omni-channel retailing and preference of online media over traditional TV. However, the expansion of OTT market is hindered by willingness to improve technology, high competition and cost incentive, regulatory imbalances between TSP and OTT and legal and regulatory issues.

The report “Global over the Top (OTT) Market – Industry Analysis & Outlook (2016-2020)” provides an in-depth analysis of the global market along with regional markets. The major trends, growth drivers as well as issues being faced by the industry are being presented in this report. The industry comprises large players such as Netflix, Amazon, Facebook and Apple. All these companies have been profiled in the present report highlighting their key financials and business strategies for growth.


1. Market Overview
1.1 OTT: Introduction
1.2 Internet Classification
Table 1: Internet Classification
1.3 Types of OTT Services
Table A: Types of OTT Services
1.4 OTT Usage Pattern
Table B: OTT Usage Pattern
1.5 OTT Business Models
Table C: OTT Business Models
2. Global OTT Market Analysis
2.1 Global OTT Market
2.1.1 Global OTT Market Forecast by Value
Table 2: Global OTT Market Forecast by Value (2015-2020)
2.1.2 Global OTT Market by Region
Table 3: Global OTT Market by Region (2015)
2.1.3 Global OTT Market Forecast by Region
Table 4: Global OTT Market Forecast by Region (2020)
2.1.4 Global OTT Market by Revenue Model
Table 5: Global OTT Market by Revenue Model (2015)
2.1.5 Global OTT Market Forecast by Revenue Model
Table 6: Global OTT Market Forecast by Revenue Model (2020)
2.1.6 Global OTT Messaging User base
Table 7: Global OTT Messaging User Base (2015)
3. Regional Market Analysis
3.1 North America
3.1.1 North America Market Forecast by Value
Table 8: North America Market Forecast by Value (2015-2020)
3.1.2 The US OTT Users by Top TV Services
Table 9: The US OTT Users by Top TV Services (2015)
3.1.3 The US OTT Users Forecast by Top TV Services
Table 10: The US OTT Users Forecast by Top TV Services (2020)
3.1.4 The US OTT Market Landscape
Table D: The US OTT Market Landscape
3.2 Europe
3.2.1 Europe Market Forecast by Value
Table 11: Europe Market Forecast by Value (2015-2020)
3.3 Asia-Pacific
3.3.1 Asia-Pacific Market Forecast by Value
Table 12: Asia-Pacific Market Forecast by Value (2015-2020)
4. Market Dynamics
4.1 Growth Drivers
4.1.1 Increase in the Number of Smartphone Users
Table 13: Global Smartphone Users by Volume (2014-2020)
4.1.2 Increasing Household Broadband Penetration
Table 14: Increasing Household Broadband Penetration by Region (2015-2017)
4.1.3 Increase in Internet Users
Table 15: Global Internet Users (2007-2015)
4.1.4 Increase in Global Ad Spending through Internet
Table 16: Global Ad Spending by Medium (2015)
Table 17: Global Ad Spending Forecast by Medium (2018)
4.1.5 Accelerating Economic Growth
Table 18: Global GDP Growth (2006-2015)
4.1.6 Cloud Services
4.2 Market Trends
4.2.1 Rapid Computerization of Banking System
4.2.2 Availability of High Speed Internet
4.2.3 Rise of Mobile Commerce and E-commerce
4.2.4 Increasing Trend of Omni-Channel Retailing
4.2.5 Online Media over Traditional TV
Table 19: Various forms of Media by Time Consumption (2015)
4.3 Challenges
4.3.1 High Competition and Cost Incentive
4.3.2 Willingness to Improve Technology
4.3.3 Regulatory Imbalances between TSP and OTT
Table E: Regulatory Imbalances between TSP and OTT
4.3.4 Legal and Regulatory Issues in Different Sectors
Table F: Legal and Regulatory Issues in Different Sectors
5. Competitive Landscape
5.1 Comparison between Top Companies
Table G: Comparison between Top Companies
5.2 Annual Expenditure on TV Programming by Companies
Table 20: Annual Expenditure on TV Programming by Companies (2013-2015)
5.3 Total Original Production Spend by Companies
Table 21: Total Original Production Spend by Companies (2015-2020)
5.4 OTT Share by Streaming Services in the US
Table 22: OTT Share by Streaming Services in the US (2015)
5.5 OTT Share by Streaming Devices in the US
Table 23: OTT Share by Streaming Devices in the US (2015)
6. Company Profiles
6.1 Apple
6.1.1 Business Overview
Table 24: Apple’s Net Sales Share by Product (2015)
Table 25: Apple’s Net Sales Share by Region (2015)
6.1.2 Financial Overview
Table 26: Apple’s Net Sales and Net Income (2011-2015)
6.1.3 Business Strategies
6.2 Facebook
6.2.1 Business Overview
Table 27: Facebook’s Revenue Share by Region (2015)
6.2.2 Financial Overview
Table 28: Facebook’s Revenue and Net Income (2011-2015)
6.2.3 Business Strategies
6.3 Amazon
6.3.1 Business Overview
Table 29: Amazon’s Net Sales by Segment (2015)
6.3.2 Financial Overview
Table 30: Amazon’s Net Sales and Net Income (2011-2015)
6.3.3 Business Strategies
6.4 Netflix
6.4.1 Business Overview
6.4.2 Financial Overview
Table 31: Netflix Revenue and Net Income (2011-2015)
6.4.3 Business Strategies

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