[시장보고서]세계의 OTT(Over The Top) 시장(2025-2029년)

세계의 OTT(Over The Top) 시장(2025-2029년)

Global over The Top (OTT) Market 2025-2029

상품코드 : 1645540 해당 상품은 즉시 배송 가능합니다

리서치사 : TechNavio

발행일 : 2025년 01월

페이지 정보 : 영문 210 Pages

라이선스 & 가격 (부가세 별도)

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한글목차

샘플 요청 목록에 추가

OTT(Over The Top) 시장은 2024-2029년에 9,349억 달러, 예측 기간 중 CAGR은 31.3%로 성장할 것으로 예측됩니다.

OTT(Over The Top) 시장의 전체적인 분석, 시장 규모·예측, 동향, 성장 촉진요인, 과제, 약 25개 벤더를 다룬 벤더 분석 등을 게재하고 있습니다.

현재의 시장 시나리오, 최신 동향 및 성장요인, 전체 시장 환경에 대한 최신 분석을 제공합니다. 클라우드 스트리밍 서비스에 대한 선호도 증가, 온라인 스트리밍 채널 전반의 프로그램 리뉴얼, 타깃 광고 기반 스트리밍 앱의 채택 확대 등이 시장을 주도하고 있습니다.

시장 범위
기준연도	2025
종료연도	2029
예측 기간	2025-2029
성장 모멘텀	가속
전년대비 2025년	25.1%
CAGR	31.3%
증분액	9,349억 달러

이 보고서는 향후 수년간 OTT(Over The Top) 시장의 성장을 촉진할 주요 요인 중 하나로 파트너십과 인수합병 증가를 꼽았습니다. 또한 음악 스트리밍이 가능한 웨어러블 기기 증가와 OTT 서비스에서 첨단 기술의 통합은 시장의 큰 수요로 이어질 것입니다.

지역별 세분화
지역별 비교
북미 : 시장 규모와 예측 2024-2029
유럽 : 시장 규모와 예측 2024-2029
아시아태평양 : 시장 규모와 예측 2024-2029
남미 : 시장 규모와 예측 2024-2029
중동 및 아프리카 : 시장 규모와 예측 2024-2029
미국 : 시장 규모와 예측 2024-2029
중국 : 시장 규모와 예측 2024-2029
영국 : 시장 규모와 예측 2024-2029
독일 : 시장 규모와 예측 2024-2029
프랑스 : 시장 규모와 예측 2024-2029
캐나다 : 시장 규모와 예측 2024-2029
일본 : 시장 규모와 예측 2024-2029
인도 : 시장 규모와 예측 2024-2029
브라질 : 시장 규모와 예측 2024-2029
아랍에미리트 : 시장 규모와 예측 2024-2029
시장 기회 : 지역 상황별

제12장 촉진요인·과제·기회·억제요인

시장 성장 촉진요인
시장이 해결해야 할 과제
촉진요인과 과제의 영향
시장의 기회·억제요인

제13장 경쟁 구도

개요
경쟁 구도
혼란 상황
업계의 리스크

제14장 경쟁 분석

기업 개요
기업 순위 지수
기업의 시장 포지셔닝
Alphabet Inc.
Amazon.com Inc.
Apple Inc.
Comcast Corp.
Deezer SA
iMPACTFUL Group Inc.
Microsoft Corp.
Netflix Inc.
Paramount Global
Sirius XM Holdings Inc.
Sony Group Corp.
Spotify Technology SA
Tencent Holdings Ltd.
The Walt Disney Co.

제15장 부록

KSA

영문 목차

영문목차

The over the top (OTT) market is forecasted to grow by USD 934.9 bn during 2024-2029, accelerating at a CAGR of 31.3% during the forecast period. The report on the over the top (OTT) market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by growing preference for cloud streaming services, renewal of shows across online streaming channels, and growing adoption of target advertisement-based streaming apps.

Market Scope
Base Year	2025
End Year	2029
Series Year	2025-2029
Growth Momentum	Accelerate
YOY 2025	25.1%
CAGR	31.3%
Incremental Value	$934.9 bn

Technavio's over the top (OTT) market is segmented as below:

By Content Type

Video
Text and images
VoIP
Music streaming

By Device

Smartphones and tablet
Laptop and desktop
Smart TV

By Geographical Landscape

North America
Europe
APAC
South America
Middle East and Africa

This study identifies the growing number of partnerships and acquisitions as one of the prime reasons driving the over the top (OTT) market growth during the next few years. Also, growing wearables with music streaming and integration of advanced technologies in ott services will lead to sizable demand in the market.

The report on the over the top (OTT) market covers the following areas:

Over The Top (OTT) Market sizing
Over The Top (OTT) Market forecast
Over The Top (OTT) Market industry analysis

The 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) market vendors that include 8x8 Inc., Alphabet Inc., Amazon.com Inc., Apple Inc., Cineverse Entertainment Corp., Comcast Corp., Deezer SA, Meta Platforms Inc., FlixFling LLC, iflix Ltd., iMPACTFUL Group Inc., Microsoft Corp., Netflix Inc., Paramount Global, Sirius XM Holdings Inc., Sony Group Corp., Spotify Technology SA, Telstra Corp. Ltd., Tencent Holdings Ltd., 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 all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

1 Executive Summary

1.1 Market overview
- Executive Summary - Chart on Market Overview
- Executive Summary - Data Table on Market Overview
- Executive Summary - Chart on Global Market Characteristics
- Executive Summary - Chart on Market By Geographical Landscape
- Executive Summary - Chart on Market Segmentation by Content Type
- Executive Summary - Chart on Market Segmentation by Device
- Executive Summary - Chart on Incremental Growth
- Executive Summary - Data Table on Incremental Growth
- Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
- Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
2.2 Criticality of inputs and Factors of differentiation
- Overview on criticality of inputs and factors of differentiation
2.3 Factors of disruption
- Overview on factors of disruption
2.4 Impact of drivers and challenges
- Impact of drivers and challenges in 2024 and 2029

3 Market Landscape

3.1 Market ecosystem
- Parent Market
- Data Table on - Parent Market
3.2 Market characteristics
- Market characteristics analysis
3.3 Value chain analysis
- Value chain analysis

4 Market Sizing

4.1 Market definition
- Offerings of companies included in the market definition
4.2 Market segment analysis
- Market segments
4.3 Market size 2024
4.4 Market outlook: Forecast for 2024-2029
- Chart on Global - Market size and forecast 2024-2029 ($ billion)
- Data Table on Global - Market size and forecast 2024-2029 ($ billion)
- Chart on Global Market: Year-over-year growth 2024-2029 (%)
- Data Table on Global Market: Year-over-year growth 2024-2029 (%)

5 Historic Market Size

5.1 Global Over The Top (OTT) Market 2019 - 2023
- Historic Market Size - Data Table on Global Over The Top (OTT) Market 2019 - 2023 ($ billion)
5.2 Content Type segment analysis 2019 - 2023
- Historic Market Size - Content Type Segment 2019 - 2023 ($ billion)
5.3 Device segment analysis 2019 - 2023
- Historic Market Size - Device Segment 2019 - 2023 ($ billion)
5.4 Geography segment analysis 2019 - 2023
- Historic Market Size - Geography Segment 2019 - 2023 ($ billion)
5.5 Country segment analysis 2019 - 2023
- Historic Market Size - Country Segment 2019 - 2023 ($ billion)

6 Qualitative Analysis

6.1 The AI Impact on Over The Top (OTT) Market

7 Five Forces Analysis

7.1 Five forces summary
- Five forces analysis - Comparison between 2024 and 2029
7.2 Bargaining power of buyers
- Bargaining power of buyers - Impact of key factors 2024 and 2029
7.3 Bargaining power of suppliers
- Bargaining power of suppliers - Impact of key factors in 2024 and 2029
7.4 Threat of new entrants
- Threat of new entrants - Impact of key factors in 2024 and 2029
7.5 Threat of substitutes
- Threat of substitutes - Impact of key factors in 2024 and 2029
7.6 Threat of rivalry
- Threat of rivalry - Impact of key factors in 2024 and 2029
7.7 Market condition
- Chart on Market condition - Five forces 2024 and 2029

8 Market Segmentation by Content Type

8.1 Market segments
- Chart on Content Type - Market share 2024-2029 (%)
- Data Table on Content Type - Market share 2024-2029 (%)
8.2 Comparison by Content Type
- Chart on Comparison by Content Type
- Data Table on Comparison by Content Type
8.3 Video - Market size and forecast 2024-2029
- Chart on Video - Market size and forecast 2024-2029 ($ billion)
- Data Table on Video - Market size and forecast 2024-2029 ($ billion)
- Chart on Video - Year-over-year growth 2024-2029 (%)
- Data Table on Video - Year-over-year growth 2024-2029 (%)
8.4 Text and images - Market size and forecast 2024-2029
- Chart on Text and images - Market size and forecast 2024-2029 ($ billion)
- Data Table on Text and images - Market size and forecast 2024-2029 ($ billion)
- Chart on Text and images - Year-over-year growth 2024-2029 (%)
- Data Table on Text and images - Year-over-year growth 2024-2029 (%)
8.5 VoIP - Market size and forecast 2024-2029
- Chart on VoIP - Market size and forecast 2024-2029 ($ billion)
- Data Table on VoIP - Market size and forecast 2024-2029 ($ billion)
- Chart on VoIP - Year-over-year growth 2024-2029 (%)
- Data Table on VoIP - Year-over-year growth 2024-2029 (%)
8.6 Music streaming - Market size and forecast 2024-2029
- Chart on Music streaming - Market size and forecast 2024-2029 ($ billion)
- Data Table on Music streaming - Market size and forecast 2024-2029 ($ billion)
- Chart on Music streaming - Year-over-year growth 2024-2029 (%)
- Data Table on Music streaming - Year-over-year growth 2024-2029 (%)
8.7 Market opportunity by Content Type
- Market opportunity by Content Type ($ billion)
- Data Table on Market opportunity by Content Type ($ billion)

9 Market Segmentation by Device

9.1 Market segments
- Chart on Device - Market share 2024-2029 (%)
- Data Table on Device - Market share 2024-2029 (%)
9.2 Comparison by Device
- Chart on Comparison by Device
- Data Table on Comparison by Device
9.3 Smartphones and tablet - Market size and forecast 2024-2029
- Chart on Smartphones and tablet - Market size and forecast 2024-2029 ($ billion)
- Data Table on Smartphones and tablet - Market size and forecast 2024-2029 ($ billion)
- Chart on Smartphones and tablet - Year-over-year growth 2024-2029 (%)
- Data Table on Smartphones and tablet - Year-over-year growth 2024-2029 (%)
9.4 Laptop and desktop - Market size and forecast 2024-2029
- Chart on Laptop and desktop - Market size and forecast 2024-2029 ($ billion)
- Data Table on Laptop and desktop - Market size and forecast 2024-2029 ($ billion)
- Chart on Laptop and desktop - Year-over-year growth 2024-2029 (%)
- Data Table on Laptop and desktop - Year-over-year growth 2024-2029 (%)
9.5 Smart TV - Market size and forecast 2024-2029
- Chart on Smart TV - Market size and forecast 2024-2029 ($ billion)
- Data Table on Smart TV - Market size and forecast 2024-2029 ($ billion)
- Chart on Smart TV - Year-over-year growth 2024-2029 (%)
- Data Table on Smart TV - Year-over-year growth 2024-2029 (%)
9.6 Market opportunity by Device
- Market opportunity by Device ($ billion)
- Data Table on Market opportunity by Device ($ billion)

10 Customer Landscape

10.1 Customer landscape overview
- Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

11 Geographic Landscape

11.1 Geographic segmentation
- Chart on Market share By Geographical Landscape 2024-2029 (%)
- Data Table on Market share By Geographical Landscape 2024-2029 (%)
11.2 Geographic comparison
- Chart on Geographic comparison
- Data Table on Geographic comparison
11.3 North America - Market size and forecast 2024-2029
- Chart on North America - Market size and forecast 2024-2029 ($ billion)
- Data Table on North America - Market size and forecast 2024-2029 ($ billion)
- Chart on North America - Year-over-year growth 2024-2029 (%)
- Data Table on North America - Year-over-year growth 2024-2029 (%)
11.4 Europe - Market size and forecast 2024-2029
- Chart on Europe - Market size and forecast 2024-2029 ($ billion)
- Data Table on Europe - Market size and forecast 2024-2029 ($ billion)
- Chart on Europe - Year-over-year growth 2024-2029 (%)
- Data Table on Europe - Year-over-year growth 2024-2029 (%)
11.5 APAC - Market size and forecast 2024-2029
- Chart on APAC - Market size and forecast 2024-2029 ($ billion)
- Data Table on APAC - Market size and forecast 2024-2029 ($ billion)
- Chart on APAC - Year-over-year growth 2024-2029 (%)
- Data Table on APAC - Year-over-year growth 2024-2029 (%)
11.6 South America - Market size and forecast 2024-2029
- Chart on South America - Market size and forecast 2024-2029 ($ billion)
- Data Table on South America - Market size and forecast 2024-2029 ($ billion)
- Chart on South America - Year-over-year growth 2024-2029 (%)
- Data Table on South America - Year-over-year growth 2024-2029 (%)
11.7 Middle East and Africa - Market size and forecast 2024-2029
- Chart on Middle East and Africa - Market size and forecast 2024-2029 ($ billion)
- Data Table on Middle East and Africa - Market size and forecast 2024-2029 ($ billion)
- Chart on Middle East and Africa - Year-over-year growth 2024-2029 (%)
- Data Table on Middle East and Africa - Year-over-year growth 2024-2029 (%)
11.8 US - Market size and forecast 2024-2029
- Chart on US - Market size and forecast 2024-2029 ($ billion)
- Data Table on US - Market size and forecast 2024-2029 ($ billion)
- Chart on US - Year-over-year growth 2024-2029 (%)
- Data Table on US - Year-over-year growth 2024-2029 (%)
11.9 China - Market size and forecast 2024-2029
- Chart on China - Market size and forecast 2024-2029 ($ billion)
- Data Table on China - Market size and forecast 2024-2029 ($ billion)
- Chart on China - Year-over-year growth 2024-2029 (%)
- Data Table on China - Year-over-year growth 2024-2029 (%)
11.10 UK - Market size and forecast 2024-2029
- Chart on UK - Market size and forecast 2024-2029 ($ billion)
- Data Table on UK - Market size and forecast 2024-2029 ($ billion)
- Chart on UK - Year-over-year growth 2024-2029 (%)
- Data Table on UK - Year-over-year growth 2024-2029 (%)
11.11 Germany - Market size and forecast 2024-2029
- Chart on Germany - Market size and forecast 2024-2029 ($ billion)
- Data Table on Germany - Market size and forecast 2024-2029 ($ billion)
- Chart on Germany - Year-over-year growth 2024-2029 (%)
- Data Table on Germany - Year-over-year growth 2024-2029 (%)
11.12 France - Market size and forecast 2024-2029
- Chart on France - Market size and forecast 2024-2029 ($ billion)
- Data Table on France - Market size and forecast 2024-2029 ($ billion)
- Chart on France - Year-over-year growth 2024-2029 (%)
- Data Table on France - Year-over-year growth 2024-2029 (%)
11.13 Canada - Market size and forecast 2024-2029
- Chart on Canada - Market size and forecast 2024-2029 ($ billion)
- Data Table on Canada - Market size and forecast 2024-2029 ($ billion)
- Chart on Canada - Year-over-year growth 2024-2029 (%)
- Data Table on Canada - Year-over-year growth 2024-2029 (%)
11.14 Japan - Market size and forecast 2024-2029
- Chart on Japan - Market size and forecast 2024-2029 ($ billion)
- Data Table on Japan - Market size and forecast 2024-2029 ($ billion)
- Chart on Japan - Year-over-year growth 2024-2029 (%)
- Data Table on Japan - Year-over-year growth 2024-2029 (%)
11.15 India - Market size and forecast 2024-2029
- Chart on India - Market size and forecast 2024-2029 ($ billion)
- Data Table on India - Market size and forecast 2024-2029 ($ billion)
- Chart on India - Year-over-year growth 2024-2029 (%)
- Data Table on India - Year-over-year growth 2024-2029 (%)
11.16 Brazil - Market size and forecast 2024-2029
- Chart on Brazil - Market size and forecast 2024-2029 ($ billion)
- Data Table on Brazil - Market size and forecast 2024-2029 ($ billion)
- Chart on Brazil - Year-over-year growth 2024-2029 (%)
- Data Table on Brazil - Year-over-year growth 2024-2029 (%)
11.17 UAE - Market size and forecast 2024-2029
- Chart on UAE - Market size and forecast 2024-2029 ($ billion)
- Data Table on UAE - Market size and forecast 2024-2029 ($ billion)
- Chart on UAE - Year-over-year growth 2024-2029 (%)
- Data Table on UAE - Year-over-year growth 2024-2029 (%)
11.18 Market opportunity By Geographical Landscape
- Market opportunity By Geographical Landscape ($ billion)
- Data Tables on Market opportunity By Geographical Landscape ($ billion)

12 Drivers, Challenges, and Opportunity/Restraints

12.1 Market drivers
12.2 Market challenges
12.3 Impact of drivers and challenges
- Impact of drivers and challenges in 2024 and 2029
12.4 Market opportunities/restraints

13 Competitive Landscape

13.1 Overview
13.2 Competitive Landscape
- Overview on criticality of inputs and factors of differentiation
13.3 Landscape disruption
- Overview on factors of disruption
13.4 Industry risks
- Impact of key risks on business

14 Competitive Analysis

14.1 Companies profiled
- Companies covered
14.2 Company ranking index
- Company ranking index
14.3 Market positioning of companies
- Matrix on companies position and classification
- 8x8 Inc.
- 8x8 Inc. - Overview
- 8x8 Inc. - Product / Service
- 8x8 Inc. - Key news
- 8x8 Inc. - Key offerings
- SWOT
14.5 Alphabet Inc.
- Alphabet Inc. - Overview
- Alphabet Inc. - Business segments
- Alphabet Inc. - Key offerings
- Alphabet Inc. - Segment focus
- SWOT
14.6 Amazon.com Inc.
- Amazon.com Inc. - Overview
- Amazon.com Inc. - Business segments
- Amazon.com Inc. - Key news
- Amazon.com Inc. - Key offerings
- Amazon.com Inc. - Segment focus
- SWOT
14.7 Apple Inc.
- Apple Inc. - Overview
- Apple Inc. - Business segments
- Apple Inc. - Key news
- Apple Inc. - Key offerings
- Apple Inc. - Segment focus
- SWOT
14.8 Comcast Corp.
- Comcast Corp. - Overview
- Comcast Corp. - Business segments
- Comcast Corp. - Key news
- Comcast Corp. - Key offerings
- Comcast Corp. - Segment focus
- SWOT
14.9 Deezer SA
- Deezer SA - Overview
- Deezer SA - Product / Service
- Deezer SA - Key news
- Deezer SA - Key offerings
- SWOT
14.10 iMPACTFUL Group Inc.
- iMPACTFUL Group Inc. - Overview
- iMPACTFUL Group Inc. - Product / Service
- iMPACTFUL Group Inc. - Key offerings
- SWOT
14.11 Microsoft Corp.
- Microsoft Corp. - Overview
- Microsoft Corp. - Business segments
- Microsoft Corp. - Key news
- Microsoft Corp. - Key offerings
- Microsoft Corp. - Segment focus
- SWOT
14.12 Netflix Inc.
- Netflix Inc. - Overview
- Netflix Inc. - Product / Service
- Netflix Inc. - Key offerings
- SWOT
14.13 Paramount Global
- Paramount Global - Overview
- Paramount Global - Business segments
- Paramount Global - Key offerings
- Paramount Global - Segment focus
- SWOT
14.14 Sirius XM Holdings Inc.
- Sirius XM Holdings Inc. - Overview
- Sirius XM Holdings Inc. - Business segments
- Sirius XM Holdings Inc. - Key offerings
- Sirius XM Holdings Inc. - Segment focus
- SWOT
14.15 Sony Group Corp.
- Sony Group Corp. - Overview
- Sony Group Corp. - Business segments
- Sony Group Corp. - Key news
- Sony Group Corp. - Key offerings
- Sony Group Corp. - Segment focus
- SWOT
14.16 Spotify Technology SA
- Spotify Technology SA - Overview
- Spotify Technology SA - Business segments
- Spotify Technology SA - Key offerings
- Spotify Technology SA - Segment focus
- SWOT
14.17 Tencent Holdings Ltd.
- Tencent Holdings Ltd. - Overview
- Tencent Holdings Ltd. - Business segments
- Tencent Holdings Ltd. - Key news
- Tencent Holdings Ltd. - Key offerings
- Tencent Holdings Ltd. - Segment focus
- SWOT
14.18 The Walt Disney Co.
- The Walt Disney Co. - Overview
- The Walt Disney Co. - Business segments
- The Walt Disney Co. - Key news
- The Walt Disney Co. - Key offerings
- The Walt Disney Co. - Segment focus
- SWOT

15 Appendix

15.1 Scope of the report
15.2 Inclusions and exclusions checklist
- Inclusions checklist
- Exclusions checklist
15.3 Currency conversion rates for US$
- Currency conversion rates for US$
15.4 Research methodology
- Research methodology
15.5 Data procurement
- Information sources
15.6 Data validation
- Data validation
15.7 Validation techniques employed for market sizing
- Validation techniques employed for market sizing
15.8 Data synthesis
- Data synthesis
15.9 360 degree market analysis
- 360 degree market analysis
15.10 List of abbreviations
- List of abbreviations

한글목차

목차

제1장 개요

제2장 Technavio 분석

제3장 시장 구도

제4장 시장 규모

제5장 시장 규모 실적

제6장 정성 분석

제7장 Five Forces 분석

제8장 시장 세분화 컨텐츠 유형별

제9장 시장 세분화 : 디바이스별

제10장 고객 상황

제11장 지역별 상황