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Over the top ott content market value share analysis and segments 2016 2026

Global

Over-The-Top (OTT)

Content Market

Share, Global Trends,

Analysis, Research, Report,

Opportunities,

Segmentation and Forecast,

2016-2026

Future Market Insights

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Over the top ott content market value share analysis and segments 2016 2026

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Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

Availability of high speed broadband has propelled the Over-the-Top (OTT) content

adoption globally. The ease of access to high fidelity data networks, with consistent

speeds of 5–6 Mbps that enable buffer-free experience to users, are factors driving

higher adoption of OTT content services. In 2015, household broadband penetration in

U.S. was around 80%. Other countries such as Germany, France, U.K., are expected to

achieve a similar penetration, while most emerging economies are anticipated to reflect

even stronger growth rate over the next decade.

The OTT content includes voice over IP (VoIP), text and image messages, music

streaming, and video streaming. Out of all these, video streaming occupies the largest

share of the market which is accessed by the users through their mobile devices, smart

TVs, desktops and laptops, OTT streaming devices, and gaming consoles.

OTT content providers deliver this service using basically three types of revenue

models, subscription-based services (SVOD), free and ad-supported services (AVOD),

and transactional services (TVOD). When the provider delivers OTT content through

SVOD, then the user can access the content by paying a flat monthly fee or subscribing

for the content. An example of SVOD is Amazon Prime. AVOD is free to view service,

where the OTT content provider basically earns by putting advertisements in the

content. However, here the user don’t need to pay anything. And lastly, there is TVOD

which includes pay-per-view (PPV) and download-to-own (DTO) models.


Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

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OTT content market is currently witnessing a trend of providing original content to the viewers.

For instance, Netflix, the pioneer of OTT content service, is producing and broadcasting its own

series. Some of its famous series include Narcos and Stranger Things. Some of the companies

are also focusing on delivering regional language content to its viewers in order to expand their

reach. For instance, in India, Spuul provides a huge library of TV shows and movies in Hindi as

well as regional language.

Global OTT Content Market: Drivers and Restraints

Increased growth of mobile connected devices and connections especially via smartphones is

also one of the important drivers of the OTT content market. Mobile devices such as

smartphones and tablets are increasingly becoming the first go-to device for communications

and content consumption. Additionally, with developing economies leapfrog to 4G and more

advanced technologies, enabling smartphone users to access the internet more easily, mobile

internet diffusion is expected to accelerate in coming years.

Further, attractive pricing and more content options are also driving the demand for OTT

content. Major reasons for this increasing preference towards OTT content are - expanding


Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

content libraries and affordability relative to traditional TV subscriptions.

However, the piracy issues in some of the developing countries limits the monetization

opportunities available for the OTT providers, hence acting as a deterrent for the OTT content

market. Countries such as India and China have vibrant content production industries, but the

monetization opportunities related to content are restrained by rampant piracy rates.

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Video streaming is totally dependent on bandwidth of internet network. Therefore, low

bandwidth worsens user’s experience due to the interruption in streaming video and songs.

Additionally, decrease in the download speed, high time consumption for streaming video are

some of the issues faced by user due to low bandwidth which pose challenge for the OTT

content market.

Global OTT Content Market: Market Segmentation

Segmentation on basis of Content type:

The major segments in content type in OTT content market include:

Voice over IP (audio)

Text and Images


Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

Music Streaming

Video

Entertainment and Infotainment

Food, Travel and Fashion

Gaming and Spiritual Content

Sports & Live Content

Segmentation on basis of Revenue Model:

The major segments in revenue model in OTT content market include:

SVOD (subscription-based services)

AVOD (free and ad-supported services)

TVOD (transactional services)

Others (User generated, TV Everywhere and Linear OTT)

Segmentation on basis of Device/Platform Type:

The major segments in device/platform Type in OTT content market include:

Desktop and laptop computers

Gaming consoles

OTT Streaming Devices


Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

Smartphones and tablets

Smart TVs

Others (such as Blue Ray Devices)

Segmentation on basis of Regions:

The major segments by regions in OTT content market include:

North America

Latin America

Western Europe

Eastern Europe

Asia Pacific (excluding Japan)

Japan

Middle East & Africa

Global OTT Content Market: Key Players

Some of the prominent players in the OTT Content market include: Akamai Technologies,

Amazon, Apple, Inc., Facebook, Inc., Google, Inc., IBM Corporation (Ustream), Microsoft

Corporation, Netflix, Leshi Internet Information and Technology (LeEco), and Limelight

Networks, Inc.


Over the top ott content market value share analysis and segments 2016 2026

Report Description

Report Description

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market


Over the top ott content market value share analysis and segments 2016 2026

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