Over the top (OTT) content market is expected to grow at a significant rate during the forecast period 2019-2025. OTT refers to the delivery of TV content and film through the internet without any requirement to subscribe to a conventional satellite pay and cable services, such as Time Warner Cable or Comcast. There are three major classes of OTT media services, such as subscription-based services, free and ad-supported services, and transactional services. The subscription-based services comprise on-demand streaming content. This includes Amazon Prime video, Hulu and Netflix. Secondly, free and ad-supported services include Roku Channel, Crackle and YouTube. Lastly, transactional services include GooglePlay, iTunes, Amazon Instant Video, and Vimeo that enables users to pay for individual pieces of content.

The crucial factors that are primarily contributing to the growth of the market comprise trend towards on-demand video streaming service and significant investment by OTT media companies. For instance, in January 2018, TEGNA, Inc. declared strategic investment in Tubi TV, a free streaming and TV movie network. This investment aimed to strengthen the position of TEGNA, Inc. and establishing leadership while providing access to local advertising in long-form OTT content to the marketers. Premion, a division of Tegna, Inc. will broaden its current relationship with Tubi TV that enables to effectively serve advertising clients. Furthermore, Tubi TV has a considerable number of premium entertainment content with over 7,500 TV series and movies available every month. Under the agreement, Tubi TV will allocate local content of TEGNA, Inc. across its platform. It will offer localized news and other digital content to the viewers from TEGNA stations. With this transaction, TEGNA, Inc. will constantly drive Premion’s growth and will leverage their ability to offer high-performing and unique ads as compared to others. This represents that both the companies have been sharing a goal to offer innovative ad solution under an unparalleled combination of premium content.

Apart from Tubi TV, TEGNA, Inc. also invested in Vizbee and a B2B mobile to TV continuity platform. Like Tubi TV, Premion will also take benefit from innovative advertising platform of Vizbee that will provide further opportunities for their clients. With such investment, the company is intended to expand the reach of its OTT content to the targeted customers. This, in turn, will enable the company to increase its return on investment (ROI) earned through OTT content and thereby driving the growth of the market. However, the high cost of OTT subscription is a major factor hindering the growth of the market.

The global over-the-top content market is segmented into content type, device, and mode of delivery. Based on the content type, the market is further classified into text messaging and images, video and voice over internet protocol (VoIP). Based on the device, the market is further classified into gaming consoles, mobile devices, computers and laptops, smart TVs, set-top boxes, OTT streaming device, and others. Mobile devices are the most common form of device used for streaming video content, however, OTT streaming device and smart TVs are also being increasingly used for streaming. In the smart TV market, Samsung, Sony, LG, and Sony has been gaining significant share. Smart TVs are sold with built-in internet interface and with the growing demand for streaming services, such as Hulu, Netflix, the viewers can easily connect TV to the internet. This enables viewers to access streaming media services and also allows to run entertainment apps, including internet music stations, web browsers, and on-demand video-rental services. Hence, the viewers are moving towards smart TVs for streaming OTT content.  Moreover, based on the mode of delivery, the market is further categorized into cloud-based, web-based and on-premise.

Geographically, the market is classified into four major regions, such as North America, Europe, Asia-Pacific and rest of the world (RoW). North America was anticipated to hold a significant share in the market in 2017. The region is primarily driven by the presence of major players, such as Netflix, Inc. and Amazon Web Services, Inc. and rising demand for subscription-based OTT services. However, Asia-Pacific is estimated to witness lucrative growth as some OTT providers, such as Sony Pictures, SingTel and Warner Media, Home Box Office (HBO), Inc. are expanding its footprint in the region. For instance, in May 2018, HBO GO, a streaming service by HBO, Inc. was launched in Indonesia. The service is also currently available in the Philippines, Hong Kong, and Singapore.

The major companies included in the report comprise Netflix, Inc., Facebook, Inc., Google LLC, Amazon Web Services (AWS), Inc., and Microsoft Corp. These companies are adopting various strategies, such as merger and acquisitions, product launches, and collaborations to gain a competitive advantage in the market. For instance, in February 2019, Netflix, Inc. launched a new European Original Series, which includes two German and One Norwegian series. The series named Biohackers, Unorthodox and Bloodride. These three projects show Netflix commitment to the European market and offer locally grounded and original stories that can touch the audience globally.

Research methodology:

The market study of the global over-the-top content market is incorporated by extensive primary and secondary research conducted by the research team at OMR.  Secondary research has been conducted to refine the available data to breakdown the market in various segments, derive total market size, market forecast, and growth rate. Different approaches have been worked on to derive the market value and market growth rate. Our team collects facts and data related to the market from different geography to provide a better regional outlook. In the report, the country-level analysis is provided by analyzing various regional players, regional tax laws and policies, consumer behavior and macro-economic factors. Numbers extracted from Secondary research have been authenticated by conducting proper primary research. It includes tracking down key people from the industry and interviewing them to validate the data. This enables our analyst to derive the closest possible figures without any major deviations in the actual number. Our analysts try to contact as many executives, managers, key opinion leaders, and industry experts. Primary research brings authenticity in our reports.

Secondary sources include:

• Financial reports of companies involved in the market.
• Authentic public databases.
• Whitepapers, research-papers, and news blogs.
• Company websites and their product catalog.

The report is intended for government and private companies for overall market analysis and competitive analysis. The report provides in-depth analysis on market size, intended quality of the service preferred by consumers. The report will serve as a source for 360-degree analysis of the market thoroughly integrating different models.

Market segmentation:

1. Global Over-The-Top Content Market Research and Analysis by Content Type
2. Global Over-The-Top Content Market Research and Analysis by Device
3. Global Over-The-Top Content Market Research and Analysis by Mode of Deployment

The report covers:

• Comprehensive research methodology of global over-the-top content market.
• This report also includes a detailed and extensive market overview with key analyst insights.
• An exhaustive analysis of macro and micro factors influencing the market guided by key recommendations.
• Insights about market determinants which are stimulating the global over-the-top content market.
• Detailed and extensive market segments with regional distribution of forecasted revenues.
• Extensive profiles and recent developments of market players.