Over The Top Ott Content Market

OTT Content Market: North America to Stay on the Vanguard, Japan Emerges with Roll-out of 5G & 6G Networks: Global Industry Analysis (2013 - 2017) & Opportunity Assessment (2018 - 2028)

Easy access to high fidelity data network along with consistent speed enables a buffer-free experience to users, which is primarily responsible for driving adoption of OTT services. In 2017, household broadband penetration in the U.S. was approximately 82%.  Other Western economies such as France, Germany, and the U.K. are expected to witness a similar penetration pattern, while most emerging economies are anticipated to reflect even stronger growth rates over the next decade. Taking these growth rates into consideration, OTT services are increasingly becoming a viable option for content delivery.

North America will retain its reign in the coming years

The U.S. and Canada are among the highest spenders on animated content creation, globally. One of the major factors encouraging animation content creation is the presence of The Fox Broadcasting Company, one of the largest creators of animation content for prime time television. Typical examples include series such as The Simpsons and Family Guy. Furthermore, the presence of animation content providers such as Nickelodeon, The Walt Disney Company, and Cartoon Network has fuelled the popularity of animated cartoons, series, and movies in the recent past. In order to monetize the increasing popularity of animation content, leading animation content providers are signing distribution deals with US-based OTT platforms.

Owing to the proliferation in demand for streaming video services (offering diverse content), the market in the region has witnessed the introduction of a few third-party mobile applications offering innovative OTT content (VoD) features. Leading content providers in the region are focusing on expanding their customer base by offering content through various channels, i.e., through apps on smartphones and through dedicated VoD services. With the introduction of HBO’s dedicated VoD services on Apple devices, iPhone or iPad users are now able to access great swaths of original HBO content for a nominal subscription fee. This strategic alliance enabled HBO, Inc. decrease its dependency on cable TV providers and increase its customer base.

OTT Content Market

Western Europe and Japan are likely to face a neck on neck competition

Western Europe comprises a highly competitive OTT services landscape. The protectionist framework of the region is creating a highly competitive environment for leading global OTT service providers to expand in the European region. A major challenge that persists in this region is the OTT/VoD window. Any negotiations pertaining to cutting short this window have been scrutinized by theatre exhibitors and TV channels, stating that, any type of alteration in the policies to benefit multi-territory platforms, such as Netflix, could lead to the downfall of the film financing system in the region.

On the other hand, the launch of the 5G network in Japan across various circles is expected to improve the video streaming experience of Japanese users. Moreover, continuous development in the Internet service is expected to fuel the market through extended efforts in introducing 6G and 7G services in the country. While this scenario is likely to provide access to networks with ultra-high speeds, it will eventually encourage widespread adoption of VOD services in Japan, in near future.

An Overview of the Global OTT Content Market with Reference to the Global Information & Communication Technologies (ICT) Sector Outlook

The global digital ecosystem has been continuously evolving over the last few years. The worldwide ICT sector has witnessed some key disruptions of late and governments of various economies are devising and implementing smart and inclusive regulations to govern sector penetration and facilitate technology connectivity to all parts of the world. Even as the world of technology prepares for a massive revolution with unimaginable advancements powered by machine intelligence, here are some of the key drifts presently trending the global ICT sector:

  • Mobile as the new internet accessibility engine: Currently, about three-fourths of internet usage is through mobile phones, with an increasing usage witnessed in low-income and middle-income countries. Yet, over half the world’s population is bereft of mobile broadband internet services. Mobile data providers have accepted this challenge and are targeting niche, unpenetrated markets with high-speed connectivity offerings to increase their customer base.

  • Cloud computing to shoot beyond the sky: Cloud is a potent catalyst in all technological advances of the 21st Cloud is transforming the way enterprises handle big data, and ICT companies are looking to deploy new mechanisms and tools to “speak to data” and acquire the relevant information capable of impacting cross sector business growth.

  • Swifter integration of networks and technologies: ICT will continue to disrupt industries and with an increasing shift in focus towards cross-functional platforms that integrate networks, devices, and technologies, a structured integration of communication applications and protocols is fueling new service offerings.

  • An app-led technology universe: If mobile is at the heart of the ICT revolution, mobile apps are the arteries that pump in the necessary innovation for survival. The rise of start-ups offering a plethora of mobile apps is set to revolutionize the entire paradigm of the global ICT sector.

  • Cyber readiness is the norm: A rapid digitalization has also upped the risk of cybercrimes and cyber-attacks. Mobile companies are working to build secure ICT servers and networks and cyber readiness is of paramount importance today while introducing new products and services in the global market.

Research Methodology

FMI utilizes robust methodology and approach to arrive at market size and related projections. The research methodology for this report is based on 3 dimensional model. We conduct about 45-60 min duration detailed interviews with product manufacturers; apart from this we also collect market feedback from industry experts. To validate this data, we interact with senior panel members having more than 10 years of experience in relevant field. The panel members help in validating the findings and fill the gaps if any.  In addition, we leverage on our existing pool of information, paid database and other valid information sources available in public domain. Usually industry interactions extend to more than 50+ interviews from market participants across the value chain.

Data Collection

FMI collects data from secondary sources including company annual reports, association publications, industry presentations, white papers, and company press releases apart from these we leverage over paid database subscriptions and industry magazines to collect market information and developments in exhaustive manner. After being done with desk research, detailed questionnaire and discussion guide is formulated to initiate primary research with key industry personnel; the discussion aims at collecting key insights, growth perspectives, prevalent market trends and quantitative insights including market size and competition developments. Both of these research approaches help us in arriving at base year numbers and market hypothesis.

Data Validation

In this phase, FMI validates the data using macro and micro economic factors. For instance, growth in electricity consumption, industry value added, other industry factors, economic performance, growth of top players and sector performance is closely studied to arrive at precise estimates and refine anomalies if any.

Data Analysis and Projection

Data analysis and projections were made based on proprietary research frameworks and statistical analysis, which was further validated from industry participants. These frameworks include Y-o-Y growth projections, macro-economic factor performance, market attractiveness analysis, key financial ratios, and others.

For public companies we capture the data from company website, annual reports, investor presentations, paid databases. While for privately held companies, we try to gather information from the paid databases (like Factiva) and based on the information we gather from databases we estimate revenue for the companies. In addition, the team tries to establish primary contact with the companies in order to validate the assumptions or to gather quality inputs.

Standard Report Structure

  • Executive Summary

  • Market Definition

  • Macro-economic analysis

  • Parent Market Analysis

  • Market Overview

  • Forecast Factors

  • Segmental Analysis and Forecast

  • Regional Analysis

  • Competition Analysis

Market Taxonomy

The global OTT Content Market has been segmented into:

Content Type

Access Type

Revenue Model

Region

  • Video

    • Entertainment & Infotainment

    • Food, Travel & Fashion

    • Gaming & Sports

  • Audio

  • Games

  • Mobile Applications

  • Communication

  • OTT Streaming Devices

  • Desktops & Laptops

  • Smartphones & Tablets

  • Smart TVs

  • Others

  • SVOD

  • AVOD

  • TVOD

  • Live Streaming

  • Others

  • North America

  • Latin America

  • Western Europe

  • Eastern Europe

  • SEA

  • China

  • Japan

  • Africa

  • Middle East