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市場調查報告書

商品編碼

1347955

全球 OTT 設備和服務市場 - 2023-2030

Global OTT Devices and Services Market - 2023-2030

出版日期: 2023年09月11日 | 出版商:

DataM Intelligence | 英文 203 Pages | 商品交期: 約2個工作天內

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簡介目錄

概述

全球OTT設備和服務市場在2022年達到1905億美元，預計到2030年將達到4824億美元，2023-2030年預測期間年複合成長率為24.7%。

全國範圍內不斷成長的高速網際網路連接，特別是寬頻連接和 4G/5G 網路，可以在各種設備上無縫流式傳輸和消費 OTT 內容。平板電腦和智慧手機的廣泛採用讓用戶可以輕鬆訪問 OTT 內容，並允許用戶在任何具有穩定網際網路連接的地方觀看影片和電影。

2021 年 1 月，Netflix 的服務佔有率最高，為其他前五名流媒體服務中的 35.1%。智慧電視和各種連接設備（例如機上盒、媒體播放器和遊戲窗口）的便捷使用使用戶可以方便地直接從電視螢幕訪問 OTT 服務。 OTT 平台提供更廣泛的內容，包括電影原創劇集和電視節目。

亞太地區是全球OTT 設備和服務市場不斷成長的地區之一，覆蓋超過1/3 的市場佔有率，網際網路普及率迅速提高，大量人口能夠接入高速網際網路，這種廣泛的連接使更多人能夠使用網際網路。人們與 OTT 設備和內容互動。網際網路連接的普及顯著提高了 OTT 設備和平台的受歡迎程度。

動力學

加強公司之間的合作夥伴關係

OTT 平台和內容提供商之間的合作夥伴關係可以向觀眾提供更廣泛的內容。通過聚合來自多個來源的內容，平台可以滿足不同的受眾偏好並提高用戶參與度。 OTT 提供商與設備製造商或電信營運商之間的合作可以將服務範圍擴展到新市場。

例如，2023 年12 月15 日，數位化轉型和產品工程服務提供商TO THE NEW 與IL Globo TV 建立合作夥伴關係，此次合作旨在利用TO THE NEW 在OTT 服務和數位解決方案方面的專業知識來設計和開發IL Globo TV 為全球觀眾提供的 OTT 服務。通過此次合作，TO THE NEW將利用其技術能力和創新生態系統創建IL Globo TV的OTT平台。

技術進步

技術進步可以提供 4K 和 8K 等高解析度內容，從而增強用戶的視覺體驗。它還可以從智慧電視和智慧手機等各種設備無縫訪問各種 OTT 內容。雲解決方案減少了對物理硬體的需求和維護成本，使其對於初創企業和老牌企業都更具成本效益。

例如，2023 年 8 月 8 日，影片技術專家 MediaKind 推出了 MK/IO，這是一個基於 Microsoft Azure 構建的完整流媒體解決方案。 MK/IO 旨在通過結合影片品質、高可靠性和可擴展性來增強影片流體驗。該解決方案為文件和即時影片流提供影片點播 (VOD) 和即時流媒體、編碼和打包服務。

數位平台的採用不斷增加

數位平台的日益普及顯著促進了 OTT 設備和服務行業的發展。消費內容的數位平台的人口和使用量的不斷增加推動了市場的發展。數位平台允許用戶隨時隨地在智慧手機、平板電腦和智慧電視等多種設備上訪問內容，從而提供便利。由於這些平台允許用戶選擇自己的觀看內容計劃。

例如，2022 年 12 月 26 日，印度著名的數位有線電視平台和寬頻服務提供商 GTPL Hathway Limited 推出了創新的 Over-The-Top 應用聚合產品“GTPL Genie +”。 GTPL Genie + 平台聚合了一系列 OTT 應用程式，使訂戶能夠訪問各種設備上的內容，例如 Android 機上盒、移動設備、筆記型電腦、平板電腦和智慧電視，無論其寬頻連接如何。

網際網路連接不良和區域許可協議

OTT 服務需要穩定、高速的網際網路連接才能實現無縫流媒體傳輸。緩慢或不可靠的網際網路連接可能會導致緩衝、影片品質差和中斷。流媒體影片內容消耗大量數據，這導致數據計劃有限的用戶使用大量數據。頻寬限制可能會導致同一網路上的多個用戶遇到流媒體品質下降或下降的情況。

OTT 平台上的某些內容可能受區域許可協議的約束，這會導致訪問受到地理限制。特定地理區域的消費者可能無法觀看其他區域提供的特定節目、電影或現場活動。隨著 OTT 平台上可用內容數量的增加，用戶在發現新的相關內容時可能面臨挑戰。過度依賴內容推薦算法可能會導致對多樣化內容的接觸有限。

Overview

Global OTT Devices and Services Market reached US$ 190.5 billion in 2022 and is expected to reach US$ 482.4 billion by 2030, growing with a CAGR of 24.7% during the forecast period 2023-2030.

Growing high-speed internet connectivity across the country particularly broadband connection and 4G/5G networks has seamless streaming and consumption of OTT content on various devices. The widespread adoption of tablets and smartphones provides easy access to OTT content and allows users to watch videos and movies from any place with stable internet connectivity.

In January 2021, Netflix had the highest share of service that is 35.1% among other top five streaming services. The easy availability of smart TVs and various connected devices such as set-top boxes, media players and gaming windows has made it convenient for users to access OTT services directly from their television screens. OTT platforms offer a wider range of content that includes movies original series and TV shows.

Asia-Pacific is among the growing regions in the global OTT devices and services market covering more than 1/3rd of the market and the rapid increase in internet penetration, with a large population gaining access to high-speed internet and this widespread connectivity enables more people to engage with OTT devices and content. The prevalence of internet connectivity significantly rises the popularity of OTT devices and platforms.

Dynamics

Growing Partnerships Between Companies

Partnerships between OTT platforms and content providers enable a wider range of content to be offered to viewers. By aggregating content from multiple sources platforms can cater to diverse audience preferences and increase user engagement. Collaborations between OTT providers and device manufacturers or telecom operators can extend the reach of the services to new markets.

For instance, on 15 December 2023, TO THE NEW, a digital transformation and product engineering service provider, has entered into a partnership with IL Globo TV, a collaboration aimed at leveraging TO THE NEW's expertise in OTT services and digital solutions to design and develop IL Globo TV's OTT services for global audiences. Through this collaboration, TO THE NEW will utilize its technical capabilities and innovation ecosystem to create IL Globo TV's OTT platform.

Technology Advancement

Technology advancement enables the delivery of content in high resolution like 4K and 8K which enhances the visual experience for users. It also enables seamless access to various OTT content from various devices such as smart TVs and smartphones. Cloud solutions reduce the need for physical hardware and maintenance costs, making it more cost-effective for both startups and established players.

For instance, On 8 August 2023, MediaKind, a video technology specialist, has unveiled MK/IO, a complete streaming solution built on Microsoft Azure. MK/IO aims to enhance the video streaming experience by combining video quality, high reliability and scalability. The solution offers video-on-demand (VOD) and live streaming, encoding and packaging services for both files and live video streams.

Rising Adoption of Digital Platforms

The rising adoption of digital platforms significantly increases the OTT devices and service industry. The increasing population and usage of digital platforms for consuming content boost the market. Digital platforms offer convenience by allowing users to access content from anywhere at any time and on multiple devices like smartphones, tablets and smart TVs. As these platforms allow users to select their own plans for watching content.

For instance, on 26 December 2022, GTPL Hathway Limited, a prominent Digital Cable TV platform and Broadband Service provider in India, introduced "GTPL Genie + ," an innovative Over-The-Top app aggregation product. The GTPL Genie + platform aggregates a selection of OTT apps, enabling subscribers to access content on various devices such as Android Set-Top-Boxes, mobile devices, laptops, tablets and smart TVs, regardless of their broadband connection.

Poor Internet Connection and Regional License Agreement

OTT services require a stable and high-speed internet connection for seamless streaming. Slow or unreliable internet connections can result in buffering, poor video quality and interruptions. Streaming video content consumes a large amount of data, which lead to high data usage for users with limited data plans. Bandwidth constraints can cause multiple users on the same network to experience slowdowns or degradation in streaming quality.

Some content on OTT platforms may be subject to regional licensing agreements which leads to geographic restrictions on access. Consumers in specific geographic regions may not be able to access specific shows, movies or live events available in other regions. As the amount of content available on OTT platforms increases, users may face challenges in discovering new and relevant content. Overreliance on algorithms for content recommendations may lead to limited exposure to diverse content.

Segment Analysis

The global OTT devices and services market is segmented based on component, streaming devices, monetization model, end-user and region.

Streaming Game and Live Video Content

The boundaries between traditional media and gaming are reducing day by day, with many users enjoying both video content and games. OTT platforms recognize this trend and aim to provide a comprehensive entertainment experience that includes both streaming video content and interactive gaming. Game streaming on OTT platforms can offer cross-platform accessibility, allowing users to play games on various devices, such as TVs, computers, smartphones and tablets, this flexibility enhances user engagement and convenience.

For instance, on 16 August 2023, Netflix has been progressively integrating gaming into its platform, initially introducing mobile games for its members. The company has initiated game testing for TVs and PCs, coinciding with the launch of their Netflix Game Controller app. Netflix is introducing gaming to TVs on specific devices such as Amazon Fire TV and Chromecast with Google TV, this strategic move aims to enhance the accessibility of their cloud gaming concept.

Initially available on Android phones and iPhones, Netflix is now broadening its reach to encompass TVs. To play Netflix games on a TV, users must download the Netflix Game Controller app from the Google Play Store or Apple App Store.

Geographical Penetration

Rising Live Video Streaming and Partnerships

North America is among the largest regions in the global OTT devices and services market covering more than 1/3rd of the market and the region has a rise in live video streaming. Also, consumers in North America have a wide range of content that can be accessed from OTT platforms. The region has a well-developed technology infrastructure and partnerships boost the market.

For instance, on 22 August 2023, Viaplay and Roku had a multi-year partnership offering Viaplay streaming services to Roku devices in U.S., Canada and UK. As these partnerships allow users in these countries to directly subscribe to Viaplay local content which is offered by Roku. In U.S. and Canada have 15,000 hours for acclaimed series and films. The partnership aims to expand its service to a broader audience and it also provides a convenient user platform.

Competitive Landscape

The major global players in the market include: Panasonic, NXP Semiconductor, Renesas Electronics, Blackberry, Visteon Corporation, Netflix,Inc., Amazon, The Walt Disney Company, Tencent Holdings Ltd and Roku Inc.

COVID-19 Impact Analysis

With people staying at their home due to lockdowns and restrictions, there was a substantial increase in streaming viewership. People turned to OTT platforms for entertainment, leading to higher demand for streaming services and content. As adoption of remote work and online education became the norm, there was a rise in the use of OTT services for professional development, training and online learning.

According to the paper published in research gate, The COVID-19 pandemic led to a significant surge in the subscription rates of Over-The-Top platforms, particularly in the film industry and with the suspension of film theaters and shooting activities, people sought alternative ways to enjoy movies from the comfort of their homes, this resulted in a rapid increase in subscriptions to various OTT platforms, as viewers turned to these services for their entertainment needs.

The pandemic caused disruptions in content production, leading to delays in the release of new shows and movies and this impacted the availability of fresh content on OTT platforms. The surge in streaming led to increased internet traffic and potential strain on networks. Some regions experienced internet slowdowns and buffering issues as a result.

AI Impact

AI algorithms analyze viewer preferences, watching history and behavior to recommend relevant live streams and on-demand content, this enhances user engagement by tailoring content to individual preferences. AI has a market basket analysis algorithm in that works on the browsing history of users and recommends channels according to that. AI-powered tools automatically tag and categorize live streams based on their content, making it easier for viewers to discover and search for specific types of streams.

AI-driven voice recognition technology enables users to search for content using voice commands and control playback through voice interactions and this feature enhances user convenience and accessibility. AI algorithms monitor network conditions in real-time and adjust streaming quality based on factors like bandwidth and device capabilities, this ensures smooth playback without interruptions.

For instance, on 16 August 2023, Sabio Holdings Inc., a provider of connected TV and over-the-top advertising platforms, introduced a new AI feature within its App Science Insights analytics dashboard and this feature utilizes Natural Language Processing to automate the analysis of metrics within the dashboard, making it easier for media agencies and brands to interpret their data.

Russia- Ukraine War Impact

In regions directly affected by the conflict, there could be disruptions to internet infrastructure, which could lead to reduced accessibility to OTT platforms. However, since OTT services are usually accessible over the Internet, these disruptions might have a limited impact on users outside the conflict zones. OTT services rely on content delivery networks to ensure smooth streaming. Any disruptions or congestion in the internet infrastructure could result in buffering and lower-quality streaming experiences for users.

During times of conflict and uncertainty, people might turn to entertainment platforms, including OTT services, for distraction and relaxation and this could potentially lead to increased demand for OTT content. In some cases, governments involved in conflicts might increase content regulation or censorship, including online content, this could impact the availability of certain content on OTT platforms.

By Component

Games Streaming
Audio Streaming
Video Streaming
Communication

By Streaming Devices

Smartphones and Tablets
Desktops and Laptops
IPTV and Consoles

By Monetization Model

Subscription-based
Advertising-based
Transaction-based

By End-User

Media and Entertainment
Education and Learning
Gaming
Service Utilities

By Region

North America
- U.S.
- Canada
- Mexico

Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe

South America
- Brazil
- Argentina
- Rest of South America

Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific

Middle East and Africa

Key Developments

On 2 August 2023, Comedy-on-demand streaming service NextUp has partnered with sports and entertainment programmer EXTREME to offer its NextUp Live Comedy channel as a FAST channel on Virgin Media in the UK, this collaboration allows Virgin Media TV customers with compatible boxes to access hours of entertainment at no additional cost. NextUp plans to launch its FAST channels on more platforms in the near future.
On 7 April 2023, Viaccess-Orca (VO), a global leader in providing OTT and TV platforms, content protection and advanced data solutions, has announced that Orange Belgium has launched its new TV service using Viaccess-Orca's Secure Video Player. The deployment of VO Player on TV decoders and mobile apps aims to ensure a high-quality experience for orange Belgium subscribers across all screens.
On 24 July 2022, Vodafone Idea introduced a new offering called 'Vi One', which bundles fiber broadband, prepaid mobile services and OTT content services and this initiative is aimed at providing customers with a comprehensive and convenient package that covers their connectivity and entertainment needs.

Why Purchase the Report?

To visualize the global OTT devices and services market segmentation based on component, streaming devices, monetization model, end-user and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of OTT devices and services market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global OTT devices and services market report would provide approximately 69 tables, 69 figures and 203 pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Component
3.2. Snippet by Streaming Devices
3.3. Snippet by Monetization Model
3.4. Snippet by End-User
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Growing Partnerships Between Companies
  - 4.1.1.2. Technology Advancement
  - 4.1.1.3. Rising Adoption of Digital Platforms
- 4.1.2. Restraints
  - 4.1.2.1. Poor Internet Connection and Regional License Agreement
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Component

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 7.1.2. Market Attractiveness Index, By Component
7.2. Games Streaming*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Audio Streaming
7.4. Video Streaming
7.5. Communication

8. By Streaming Devices

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 8.1.2. Market Attractiveness Index, By Streaming Devices
8.2. Smartphones and Tablets*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Desktops and Laptops
8.4. IPTV and Consoles

9. By Monetization Model

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 9.1.2. Market Attractiveness Index, By Monetization Model
9.2. Subscription-Based*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Advertising-based
9.4. Transaction-based

10. By End-User

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 10.1.2. Market Attractiveness Index, By End-User
10.2. Media and Entertainment*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Education and Learning
10.4. Gaming
10.5. Service Utilities

11. By Region

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 11.1.2. Market Attractiveness Index, By Region
11.2. North America
- 11.2.1. Introduction
- 11.2.2. Key Region-Specific Dynamics
- 11.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.2.7.1. U.S.
  - 11.2.7.2. Canada
  - 11.2.7.3. Mexico
11.3. Europe
- 11.3.1. Introduction
- 11.3.2. Key Region-Specific Dynamics
- 11.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
  - 11.3.6.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.6.2. Germany
  - 11.3.6.3. UK
  - 11.3.6.4. France
  - 11.3.6.5. Italy
  - 11.3.6.6. Russia
  - 11.3.6.7. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Introduction
- 11.4.3. Key Region-Specific Dynamics
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.4.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.8.1. Brazil
  - 11.4.8.2. Argentina
  - 11.4.8.3. Rest of South America
11.5. Asia-Pacific
- 11.5.1. Introduction
- 11.5.2. Key Region-Specific Dynamics
- 11.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.5.7.1. China
  - 11.5.7.2. India
  - 11.5.7.3. Japan
  - 11.5.7.4. Australia
  - 11.5.7.5. Rest of Asia-Pacific
11.6. Middle East and Africa
- 11.6.1. Introduction
- 11.6.2. Key Region-Specific Dynamics
- 11.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Streaming Devices
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Monetization Model
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

12. Competitive Landscape

12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis

13. Company Profiles

13.1. Panasonic*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Key Developments
13.2. NXP Semiconductor
13.3. Renesas Electronics
13.4. Blackberry
13.5. Visteon Corporation
13.6. Netflix, Inc.
13.7. Amazon
13.8. The Walt Disney Company
13.9. Tencent Holdings Ltd
13.10. Roku Inc.

LIST NOT EXHAUSTIVE