Latest News- Over The Top (OTT) Market: Video is expected to lead the Content Type segment during 2025-2029

The Over The Top (OTT) Market is being driven by Growing preference for cloud streaming services

The Over The Top (OTT) Market is expected to grow at a CAGR of 31.3% during 2024 and 2029. During this period, the market is also expected to show a growth of USD 934.9 billion. The global Over-The-Top (OTT) market is experiencing significant growth due to the escalating demand for audio and video content delivered directly to consumers over the internet. To capitalize on this expanding market, vendors are forming strategic partnerships to gain a competitive edge. In a notable development, Amazon Prime Video expanded its Channels vertical in India in June 2024, partnering with 12 additional subscription-based OTT video streaming players. These include Lionsgate Play, Eros Now, MUBI, hoichoi, manoramaMAX, DocuBay, ShortsTV, discovery+, SonyLIV, ZEE5, and Aha. By acting as an intermediary for this content, Prime Video aims to increase its customer base and strengthen its market position. 

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Which Factors Are Causing a Surge in Market Growth?

The market is segmented based on

• Content Type
  • Video
  • Text and images
  • VoIP
  • Music streaming
• Device
  • Smartphones and tablet
  • Laptop and desktop
  • Smart TV
• Component
  • Solution
  • Services
• Geography
  • North America
    • Canada
    • US
  • Europe
    • Germany
    • UK
    • France
  • APAC
    • China
    • India
    • Japan
  • South America
    • Brazil
  • Middle East and Africa

According to Technavio, There are several factors that are causing the market to flourish during the forecast period, which are as follows: 

• Growing preference for cloud streaming services
• Renewal of shows across online streaming channels
• Growing adoption of target advertisement-based streaming apps

However, the market also witnesses some limitations, which are as follows:

• Illegal downloading and piracy
• Stringent regulations
• Growing threat of cyberattacks

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Market Scope in Over The Top (OTT) Market Research Report

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Research Analysis Overview

The 'Over-the-Top' (OTT) market refers to the delivery of video and audio media content over the Internet, bypassing traditional cable and satellite television. OTT platforms provide on-demand access to a vast array of content, including movies, TV shows, podcasts, and audio streaming, for subscription fees or through advertisements. Broadcasters are adapting to this shift, offering local content and personalized data to enhance the customer experience. OTT devices offer wider device availability and packaging options, making home entertainment more convenient and flexible. Satellite providers are also offering streaming licenses to remain competitive in the provider-based market. The OTT market offers narrow type selections and a focus on streaming services, providing a more customized and engaging experience for consumers.

Market Research Overview

The Over-the-Top (OTT) market encompasses the provision of video, audio, and media content via the Internet, bypassing traditional cable and satellite television. OTT platforms offer on-demand access to movies, TV shows, live events, and original programming. These companies primarily generate revenue through high-speed internet subscriptions and pay-per-click advertisements, making them key players in the global interactive media and services market. The digital advertising sector, which includes OTT platforms, is expected to grow moderately, contributing significantly to the overall media and entertainment industry. According to Technavio, the global media and entertainment market size is determined by the combined revenue generated by entities involved in media, entertainment, and interactive media and services, with a significant portion stemming from pay-per-click advertisements on OTT platforms.. Industries are leveraging the products belonging to the market for customer engagement, transactional notifications, and promotional offers.

Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200
Email: media@technavio.com
Website: www.technavio.com/