세계의 OTT(Over the Top) 시장 규모는 2023년 4,610억 달러에 달했습니다. IMARC Group은 2024년부터 2032년까지 24.1%의 복합 연간 성장률(CAGR)을 나타낼 전망이며 2032년까지 3조 4,000억 달러에 달할 것으로 예측했습니다. 인터넷 보급률 상승, 스마트 디바이스 보급률 상승, 다양한 컨텐츠에 대한 수요 증가, 기존 방송에서 온디맨드로 개인화된 미디어 서비스로의 사용자 선호 시프트 등이 시장 성장을 뒷받침하는 요인과 되어 있습니다.
주요 시장 성장 촉진요인 : 인터넷 보급률의 상승과 스마트 디바이스의 보급으로 시장은 강력한 성장을 이루고 있습니다. 또한 스트리밍 기능과 사용자 경험을 향상시키는 기술의 발전과 온디맨드 컨텐츠에 대한 사용자 선호도의 변화가 시장 성장을 강화하고 있습니다.
주요 시장 동향 : OTT 플랫폼은 오리지널 컨텐츠 제작을 강화하여 차별화를 도모하고 있습니다. 또한 컨텐츠 추천 엔진과 사용자 서비스를 강화하기 위해 인공지능(AI)과 머신러닝(ML) 기술의 이용이 확대되고 있어 사용자 참여도가 향상되고 있습니다.
지리적 동향 : 북미는 인터넷의 보급률이 높고 대기업이 진출하고 있기 때문에 시장을 독점하고 있습니다.
경쟁 구도 : 업계의 주요 시장 기업은 Amazon.com, Inc., Eros International Plc., Google Inc., Hulu, LLC, International Business Machines(IBM) Corporation, Limelight Networks, Microsoft Corporation, Netflix, Inc., Nimbuzz, Star India, Tencent Holdings Ltd., Telstra Corporation Limited, The Walt Disney Company, Yahoo!
과제와 기회 : 컨텐츠 제작 및 획득 비용 상승이 OTT 시장 성장에 영향을 미치고 있습니다. 그러나 가상현실(VR)과 증강현실(AR)과 같은 선진기술을 통합하여 몰입감 있는 시청 체험을 제공할 기회가 있습니다.
구독 모델과 번들 서비스 다양화
2024년 6월에 Vodafone Idea가 새로운 OTT 정액 번들 계획을 소개했듯이 정액 모델의 다양화와 서비스의 전략적 번들화가 진행되고 있습니다. 이 플랜은 포스트페이드와 선불로 요금이 다르며 Disney Hotstar 및 Sony LIV와 같은 서비스에서 라이브 스포츠를 볼 수 있습니다. Vodafon Idea는 OTT 서비스와 데이터 통신 및 통화와 같은 기존의 통신 서비스를 결합하여 편리하고 유리한 패키지를 요구하는 스포츠 팬을 중심으로 보다 폭넓은 계층으로 도달하는 것을 목표로 하고 있습니다. 이 방법은 계약 가치의 인지도를 높여 사용자의 로열티를 향상시키고 크리켓이나 축구 등 특정 관심에 초점을 맞추어 다양한 시청자를 끌어들인다. 이 접근법은 모바일 데이터의 사용과 컨텐츠 활용 사이의 연결을 이용하여 가입자 수와 OTT 분야에 대한 참여를 증가시킵니다.
컨텐츠 보안 및 인프라 확장성 강화
벨리 매트릭스는 2024년 2월에 아마존 웹 서비스(AWS)와 협력하여 OTT(Over the Top) 시장 성장을 지원하는 컨텐츠 보안 및 인프라 확장성 향상의 중요성을 강조했습니다. 이 협업은 Global Accelerator 및 Route 53과 같은 AWS의 강력한 클라우드 서비스를 활용하여 Streamkeeper Multi-DRM 플랫폼의 확장성과 안정성을 강화하는 것을 목표로 합니다. 이러한 개선은 컨텐츠의 빠르고 안전한 배포, 특히 사이버 공격에 매우 약한 라이브 스트리밍과 프리미엄 컨텐츠의 배포를 보장하는 데 매우 중요합니다. 보안 프로토콜과 배달 서비스를 강화함으로써 OTT 제공업체는 신뢰성 있고 부드러운 시청 경험을 개인에게 제공할 수 있습니다. 이를 통해 현재 가입자가 데이터 보호 및 시청 경험에 만족할 뿐만 아니라 컨텐츠의 보안과 품질에 중점을 둔 신규 사용자에게도 어필할 수 있습니다.
전략적 인수 및 파트너십
주요 OTT 기업은 새로운 플랫폼을 획득하고, 컨텐츠 제작자, 기술 공급자, 배포 채널과 제휴함으로써 컨텐츠 라이브러리를 신속하게 늘리고, 기술력을 향상시키고, 시장 도달범위를 확대합니다. 수 있습니다. 이러한 파트너십을 통해 시청자의 선호도 변화와 기술 발전에 신속하게 대응할 수 있습니다. 인수는 선진적인 스트리밍 기술과 독점 컨텐츠를 자사에 도입하여 플랫폼을 경쟁사와 차별화할 수 있습니다. 현지 컨텐츠 제작 회사 및 통신사와의 제휴는 현지 인프라와 사용자 기반을 활용하여 새로운 지리적 시장에 대한 액세스를 지원할 수 있습니다. 이 전략은 시장에서의 존재감을 높이면서 성장과 혁신을 모두 추진하는 것으로, 계속해서 진화하는 OTT의 전망 속에서 성공하기 위한 전략적 인수와 파트너십의 중요성을 부각하고 있습니다. 예를 들어(2024년) 2월, 릴라이언스 인더스트리즈(RIL)는 JioCinema 컨텐츠와 Tata Play의 서비스를 결합하여 TV 전송 업계의 발자취를 확대하기 위해 디즈니에서 Tata Play의 주식 29.8%를 구매합니다. 협상을 시작했습니다. 디즈니는 타타 플레이의 IPO 연기와 함께 주식 매각을 계획하고 있으며 인수 가능성이 나왔습니다.
The global over the top (OTT) market size reached US$ 461.0 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 3,400.0 Billion by 2032, exhibiting a growth rate (CAGR) of 24.1% during 2024-2032. The growing internet penetration, rising adoption of smart devices, increasing demand for diverse content, and shift in user preferences from traditional broadcasting to on-demand, personalized media services are some of the factors bolstering the market growth.
Major Market Drivers: The market is experiencing robust growth owing to the rising internet penetration and the proliferation of smart devices. Additionally, technological advancements that improve streaming capabilities and user experience, along with changing user preferences for on-demand content, are strengthening the market growth.
Key Market Trends: OTT platforms are striving to distinguish themselves by ramping up the production of original content. Furthermore, the growing use of artificial intelligence (AI) and machine learning (ML) technologies in order to enhance content recommendation engines and user service is improving user engagement.
Geographical Trends: North America dominates the market attributed to the high internet penetration and the presence of major players in the region.
Competitive Landscape: Some of the major market players in the industry include Amazon.com, Inc., Eros International Plc., Google Inc., Hulu, LLC, International Business Machines (IBM) Corporation, Limelight Networks, Microsoft Corporation, Netflix, Inc., Nimbuzz, Star India, Tencent Holdings Ltd., Telstra Corporation Limited, The Walt Disney Company, Yahoo!, among many others.
Challenges and Opportunities: The rising cost of content creation and acquisition is influencing the OTT market growth. However, there is an opportunity to integrate advanced technologies such as virtual reality (VR) and augmented reality (AR) to provide immersive viewing experiences.
Diversification of Subscription Models and Bundling Services
There is a rise in the variety of subscription models and the strategic bundling of services as shown by the introduction of new OTT subscription bundled plans by Vodafone Idea in June 2024. The plans had varying prices for postpaid and prepaid users, providing them with the ability to watch live sports on services, such as Disney+ Hotstar and Sony LIV. Vodafone Idea aims to reach a wider audience, especially sports fans looking for convenient and value-enhanced packages, by combining OTT services with traditional telecom services like data and call benefits. This method improves user loyalty by increasing the perceived value of their subscriptions and also draws a variety of viewers by focusing on specific interests including cricket and football. This approach capitalizes on the connections between using mobile data and utilizing content, increasing the number of subscribers and their involvement in the OTT sector.
Enhanced Content Security and Infrastructure Scalability
Verimatrix's collaboration with Amazon Web Services (AWS) in February 2024 highlights the importance of improved content security and infrastructure scalability in supporting the over the top (OTT) market growth. This collaboration aimed to enhance the scalability and dependability of the Streamkeeper Multi-DRM platform, utilizing AWS's strong cloud services, such as Global Accelerator and Route 53. These improvements are crucial to guarantee quick and safe distribution of content, especially for live streaming and premium content, which are very vulnerable to cyber-attacks. Through enhancing security protocols and delivery services, OTT providers are able to present individuals with a viewing experience that is both reliable and smooth. This not only ensures that current subscribers are happy with their data protection and viewing experience but also appeals to new users who value content security and quality.
Strategic Acquisitions and Partnerships
Leading OTT companies can quickly grow their content libraries, improve their tech capabilities, and expand their market reach by obtaining new platforms or partnering with content creators, tech providers, and distribution channels. These partnerships enable rapid adjustment to evolving viewer tastes and advancements in technology. Acquisitions have the potential to introduce advanced streaming technologies or exclusive content in-house, distinguishing a platform from its rivals. Collaborating with local content producers or telecom companies can assist in accessing new geographical markets by utilizing established local infrastructure or user bases. This strategy drives both growth and innovation while solidifying market presence, highlighting the importance of strategic acquisitions and partnerships in succeeding within the ever-evolving OTT landscape. For example, in February 2024, Reliance Industries (RIL) started negotiations to purchase a 29.8% share in Tata Play from Disney, with the goal of combining JioCinema content with Tata Play's services and expanding its footprint in the TV distribution industry. Disney plans to sell its shares following the postponement of Tata Play's IPO, paving the way for a potential acquisition.
IMARC Group provides an analysis of the key OTT market trends in each segment, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on component, platform type, deployment type, content type, revenue model, service type, and vertical.
Solution
Services
Solution accounts for the majority of the market share
The report has provided a detailed breakup and analysis of the market based on the component. This includes solution and services. According to the report, solution represented the largest segment.
Smartphones
Smart TV's
Laptops Desktops and Tablets
Gaming Consoles
Set-Top Boxes
Others
Smartphones holds the largest share of the industry
A detailed breakup and analysis of the market based on the platform type have also been provided in the report. This includes smartphones, smart TV's, laptops desktops and tablets, gaming consoles, set-top boxes, and others. According to the report, smartphones accounted for the largest market share.
Cloud
On-Premise
On-premise represents the leading market segment
The report has provided a detailed breakup and analysis of the market based on the deployment mode. This includes cloud and on-premise. According to the report, on-premise represented the largest segment.
Voice Over IP
Text and Images
Video
Others
Video is the predominant market segment
A detailed breakup and analysis of the market based on the content type have also been provided in the report. This includes voice over IP, text and images, video, and others. According to the report, video accounted for the largest market share.
Subscription
Procurement
Rental
Others
Subscription leads the market, accounting for the largest OTT market share
A detailed breakup and analysis of the market based on the revenue model have also been provided in the report. This includes subscription, procurement, rental, and others. According to the report, subscription accounted for the largest market share.
Consulting
Installation and Maintenance
Training and Support
Managed Services
Training and support dominates the market
The report has provided a detailed breakup and analysis of the market based on the service type. This includes consulting, installation and maintenance, training and support, and managed services. According to the report, training and support represented the largest segment.
Media & Entertainment
Education & Training
Health & Fitness
IT & Telecom
E-Commerce
BFSI
Government
Others
Media and entertainment is the predominant market segment
A detailed breakup and analysis of the market based on vertical has also been provided in the report. This includes media and entertainment, education and training, health and fitness, IT and telecom, e-commerce, BFSI, government, and others. According to the report, media and entertainment accounted for the largest market share.
North America
United States
Canada
Asia Pacific
China
Japan
India
South Korea
Australia
Indonesia
Others
Europe
Germany
France
United Kingdom
Italy
Spain
Russia
Others
Latin America
Brazil
Mexico
Others
Middle East and Africa
North America leads the market, accounting for the largest market share
The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for Over the Top (OTT).
The OTT market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the industry include Amazon.com, Inc., Eros International Plc., Google Inc., Hulu, LLC, International Business Machines (IBM) Corporation, Limelight Networks, Microsoft Corporation, Netflix, Inc., Nimbuzz, Star India, Tencent Holdings Ltd., Telstra Corporation Limited, The Walt Disney Company, and Yahoo!.
(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
Major participants in the OTT sector are actively increasing their viewer numbers and improving service options by forming strategic alliances, merging with other companies, and making acquisitions. They are making investments in creating content, obtaining exclusive rights to popular shows and movies, and producing original programming to set their platforms apart from rivals. These businesses are also prioritizing technological progress to enhance the quality of streaming and user experience, integrating AI and ML for personalized content suggestions and improved user engagement. Additionally, they are entering new geographical markets by adapting content and modifying their service models to meet local preferences and regulations. This multifaceted approach aims to solidify their presence and drive long-term over the top demand in a highly competitive market. In February 2024, Reliance Industries, Viacom18 Media, and The Walt Disney Corporation formed a joint venture, merging Viacom18's and Star India's television and digital streaming businesses into an $8.5 billion entertainment entity in India. Reliance invested $1.4 billion into the venture.