Over-the-Top Services (OTT) Market by Type (Online Gaming, Music Streaming, VoD and Communication), Monetization Model (Subscription-based, Advertising-based, and Transaction-based), Streaming Device, Vertical, and Region - Global Forecast to 2024

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Date: 06-Jan-2020
No. of pages: 139
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Growth in the OTT services market with flexibility and ease-of-use to offer seamless customer experience

The global Over-The-Top (OTT) services market size is expected to grow from USD 81.6 billion in 2019 to USD 156.9 billion by 2024, at a Compound Annual Growth Rate (CAGR) of 14.0% during the forecast period. The major factors driving the growth of the OTT services market include internet proliferation with penetration of smart devices along with flexibility and ease-of-use to offer seamless customer experience.

Video on Demand (VoD) type segment to grow at the highest CAGR during the forecast period

The flexibility, comfort, and personalization of content have driven the adoption of VoD services.Home entertainment has made its way via streaming services, enabling customers to consume the offered content depending on their preferred choice of genre, comfort, freedom, and flexibility. Viewers are further provided with a plethora of choices, with titles from diverse genres within the vast library to choose from at any given time. Owing to this ease-of-use and flexibility, viewers can have a seamless experience.

Smart phones and Tablets streaming devices segment to lead the OTT services market in 2019

The rising penetration of high-speed data networks and mobile subscriptions, mass adoption of mobile-connected devices, and fresh features, as well as advanced capabilities in smartphones, are some of the biggest catalysts for the growth of the global OTT services market with regards to streaming content.Growing penetration of the internet, ongoing demand for OTT services, demand for a platform for streaming content, and high traction among customers to share rich media content are expected to drive the OTT services market.

Subscription-based monetization model segment to grow at the highest CAGR during the forecast period

Subcription VoD (SVoD) players, such as Hulu, Amazon, and Netflix, have over 158 million paid memberships across 190 countries. The platform offers TV series, documentaries, and feature films across a wide variety of genres and languages. In the OTT services market space, the SVoD platform enables end users to pay monthly/yearly fees to access its services. The subscription sales include fees associated with memberships and access to content, including audio books, digital videos, eBooks, and digital music.

Media and entertainment service verticals segment to grow at the highest CAGR during the forecast period

With the digitalization of media and entertainment mediums, the consumers’ appetite for gaining access to the right information or preferred channels is growing increasingly. The players in the media and entertainment service vertical seek to interact with their consumers to achieve deeper customer engagement. Enterprises can easily communicate with their customers via messaging services. By utilizing OTT messaging services, enterprises can interact with their consumers to deliver media and advertising content via rich messaging channels.

APAC OTT services market to grow at the highest CAGR during the forecast period

Major economies in the Asia Pacific (APAC) include China, India, Australia, and Japan. The proliferation of smart devices, broadband, and internet connectivity, which is augmented by the emergence of advanced technologies, such as 5G, 4G, developed payment infrastructure, and a dynamic local content ecosystem, is driving the OTT services market forward. In APAC countries, VoD players such as YouTube, iQiyi, Tencent Video, Youku, ByteDance, Netflix, Amazon, Hotstar, and Hulu Japan, will account to a major share of revenue along with the huge penetration of instant messaging apps, such as Whats App, Face book Messenger, Line, and WeChat.


  • By Company Type: Tier 1 – 15%, Tier 2 – 40%, and Tier 3 – 45%

  • By Designation: C-level – 40%, Directors – 35%, Managers-15%and Others – 10%

  • By Region: North America – 45%,Europe– 15%, APAC– 30%,and RoW – 10%.


Some prominent players across all service types profiled in the study include Facebook (US), Netflix (US), Amazon (US), Microsoft (US), Google (US), YouTube (US), Apple (US), Home Box Office (US), Roku (US), IndieFlix(US), Vudu (US), Hulu (US), Tencent (China), Rakuten (Japan), Kakao (South Korea), and Line (Japan).

Research Coverage

The market study covers the OTT services market across different segments. It aims at estimating the market size and the growth potential of the market across different segments, such as type (online gaming, music streaming, VoD, communications, and others),streaming devices (smart phones and tablets, desktops and laptops, and IPTV and consoles),monetization model (subscription-based, advertising-based,and transaction-based),service vertical (media and entertainment, education and learning, service utilities, and gaming). The study also includes an in-depth competitive analysis of the key market players, along with their company profiles, key observations related to product and business offerings, recent developments, and key market strategies.

Key benefits of buying the report

The report is expected to help the market leaders/new entrants in this market by providing them information on the closest approximations of the revenue numbers for the overall OTT services market and its segments. This report is also expected to help stakeholders understand the competitive landscape and gain insights to improve the position of their businesses and to plan suitable go-to-market strategies. The report also aims at helping stakeholders understand the pulse of the market and provide them with information on key market drivers, restraints, challenges, and opportunities.

Over-the-Top Services (OTT) Market by Type (Online Gaming, Music Streaming, VoD and Communication), Monetization Model (Subscription-based, Advertising-based, and Transaction-based), Streaming Device, Vertical, and Region - Global Forecast to 2024

Table of Contents

1 Introduction
1.1 Objectives of the Study
1.2 Market Definition
1.2.1 Inclusions and Exclusions
1.3 Market Scope
1.3.1 Market Segmentation
1.3.2 Years Considered for the Study
1.4 Currency Considered
1.5 Stakeholders

2 Research Methodology
2.1 Research Data
2.1.1 Breakup of Primaries
2.1.2 Key Industry Insights
2.2 Market Breakup and Data Triangulation
2.3 Market Size Estimation
2.3.1 Top-Down Approach
2.3.2 Bottom-Up Approach
2.4 Assumptions for the Study
2.5 Limitations of the Study

3 Executive Summary

4 Premium Insights
4.1 Attractive Market Opportunities in the Global Over-the-Top Services Market
4.2 Over-the-Top Services Market, By Monetization Model, 2019
4.3 North America: Market, By Streaming Device and Monetization Model, 2019
4.4 Asia Pacific: Market, By Streaming Device and Monetization Model, 2019

5 OTT Services Market Overview and Industry Trends
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Flexibility and Ease-Of-Use to Offer Seamless Customer Experience
5.2.1.2 Internet Proliferation With Penetration of Smart Devices
5.2.1.3 Global and Local Players Offering Freemium Models in Price-Sensitive Markets
5.2.2 Restraints
5.2.2.1 Disparity in Opinion Between Producers and Aggregators Over Licensed Business Model
5.2.2.2 Threat to Privacy of Content Consumption and Security of User Database Due to Spyware
5.2.3 Opportunities
5.2.3.1 Mergers With National Producers and Film Studios Across Regions for the Svod Model
5.2.4 Challenges
5.2.4.1 Complex IP, Government Regulatory Frameworks, and Licensing Regimes Across Regions

6 Over-the-Top Services Market, By Monetization Model
6.1 Introduction
6.2 Subscription-Based
6.2.1 Billing as Per Services Opted By Customers to Drive the Demand for OTT Services
6.3 Advertising-Based
6.3.1 Higher Penetration of Internet and Use of Mobile Devices to Increase the Adoption of OTT Services
6.4 Transaction-Based
6.4.1 Attractive Video Packages Through Transaction-Based Monetization Model to Propel the Adoption of OTT Services

7 Over-the-Top Services Market, By Type
7.1 Introduction
7.2 Online Gaming
7.2.1 Growing Demand for Online Games in Hd Quality to Drive the Growth of the Online Gaming Segment
7.3 Music Streaming
7.3.1 Subscription and Transaction-Based Monetization Models are Highly Embraced By End Users With Regards to Music Streaming
7.4 Video on Demand
7.4.1 Flexibility, Comfort, and Personalization of Content to Drive the Adoption of VOD Services
7.5 Communication
7.5.1 Rich Communication Services to Support Market Growth for the Communication Segment Globally
7.6 Others

8 Over-the-Top Services Market, By Streaming Device
8.1 Introduction
8.2 Smartphones and Tablets
8.2.1 Growing Internet Penetration to Lead to Increased Number of Smartphones, Contributing to the Overall Market Growth
8.3 Desktops and Laptops
8.3.1 Growing Need to View Hd Content on Bigger Screens and Multitasking Habits of Customers to Support Market Growth of Content Viewing on Desktops and Laptops
8.4 Internet Protocol Television and Consoles
8.4.1 Growth of the Gaming Industry to Boost the Adoption of Internet Protocol Television and Consoles for Streaming Over-the-Top Services

9 Over-the-Top Services Market, By Service Vertical
9.1 Introduction
9.2 Media and Entertainment
9.2.1 Growing Internet Penetration and Increasing Demand for Entertainment in the Media and Entertainment Vertical
9.3 Education and Learning
9.3.1 Emergence of Smart Education System and Diverse Learning Needs of Online Learners to Drive the Market Growth in the Education and Learning Sector
9.4 Gaming
9.4.1 Growing Traction Among Millennials to Boost the Gaming Vertical in the Market
9.5 Service Utilities
9.5.1 Growing Demand for On-The-Go Services on Handheld Devices to Boost Service Utilities Adoption

10 Over-the-Top Services Market, By Region
10.1 Introduction
10.2 North America
10.2.1 North America: Over-the-Top Market Drivers
10.2.2 North America: Core Over-the-Top Vendor Initiatives and Developments
10.2.3 United States
10.2.4 Canada
10.3 Europe
10.3.1 Europe: Over-the-Top Market Drivers
10.3.2 Europe: Core Over-the-Top Vendor Initiatives and Developments
10.3.3 United Kingdom
10.3.4 Germany
10.3.5 France
10.4 Asia Pacific
10.4.1 Asia Pacific: Over-the-Top Market Drivers
10.4.2 Asia Pacific: Core Over-the-Top Vendor Initiatives and Developments
10.4.3 China
10.4.4 Japan
10.4.5 India
10.4.6 Australia and New Zealand
10.4.7 Rest of Asia Pacific
10.5 Latin America
10.5.1 Latin America: Over-the-Top Market Drivers
10.5.2 Latin America: Core Over-the-Top Vendor Initiatives and Developments
10.5.3 Mexico
10.5.4 Brazil
10.5.5 Rest of Latin America
10.6 Middle East and Africa
10.6.1 Middle East and Africa: Core Over-the-Top Vendor Initiatives and Developments
10.6.2 Middle East: Over-the-Top Market Drivers
10.6.3 Africa: Over-the-Top Market Drivers

11 Competitive Landscape
11.1 Overview
11.2 Competitive Scenario
11.2.1 Partnerships
11.2.2 New Product Launches

12 Company Profiles
(Business Overview, Services, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
12.1 Netflix
12.2 Amazon
12.3 Google
12.4 Apple
12.5 Facebook
12.6 Youtube
12.7 Hbo
12.8 Microsoft
12.9 Hulu
12.10 Indieflix
12.11 Vudu
12.12 Roku
12.13 Tencent
12.14 Rakuten
12.15 Kakao
12.16 Line
12.17 Right-To-Win

*Details on Business Overview, Services, Key Insights, Recent Developments, SWOT Analysis, MnM View Might Not Be Captured in Case of Unlisted Companies.

13 Appendix
13.1 Discussion Guide
13.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
13.3 Available Customizations
13.4 Related Reports
13.5 Author Details

List of Tables

Table 1 United States Dollar Exchange Rate, 2017–2019
Table 2 Over-the-Top Services Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 3 Subscription-Based: Market Size, By Region, 2017–2024 (USD Million)
Table 4 Advertising-Based: Market Size, By Region, 2017–2024 (USD Million)
Table 5 Transaction-Based: Market Size, By Region, 2017–2024 (USD Million)
Table 6 Over-the-Top Services Market Size, By Type, 2017–2024 (USD Million)
Table 7 Online Gaming: Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 8 Online Gaming: OTT Services Market Size, By Region, 2017–2024 (USD Million)
Table 9 Music Streaming: Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 10 Music Streaming: Market Size, By Region, 2017–2024 (USD Million)
Table 11 Video on Demand: OTT Services Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 12 Video on Demand: Market Size, By Region, 2017–2024 (USD Million)
Table 13 Communication: Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 14 Communication: Over-the-Top Services Market Size, By Region, 2017–2024 (USD Million)
Table 15 Others: Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 16 Others: OTT Market Size, By Region, 2017–2024 (USD Million)
Table 17 Over-the-Top Services Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 18 Smartphones and Tablets: Market Size, By Region, 2017–2024 (USD Million)
Table 19 Desktops and Laptops: Market Size, By Region, 2017–2024 (USD Million)
Table 20 Internet Protocol Television and Consoles: Market Size, By Region, 2017–2024 (USD Million)
Table 21 Over-the-Top Services Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 22 Media and Entertainment: Market Size, By Region, 2017–2024 (USD Million)
Table 23 Media and Entertainment: OTT Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 24 Education and Learning: Market Size, By Region, 2017–2024 (USD Million)
Table 25 Education and Learning: Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 26 Gaming: Over-the-Top Services Market Size, By Region, 2017–2024 (USD Million)
Table 27 Gaming: Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 28 Service Utilities: Over-the-Top Services Market Size, By Region, 2017–2024 (USD Million)
Table 29 Service Utilities: OTT Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 30 Over-the-Top Services Market Size, By Region, 2017–2024 (USD Million)
Table 31 North America: Market Size, By Type, 2017–2024 (USD Million)
Table 32 North America: Over-the-Top Services Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 33 North America: Online Gaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 34 North America: Music Streaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 35 North America: Video on Demand Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 36 North America: Communication Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 37 North America: Others Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 38 North America: OTT Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 39 North America: Over-the-Top Services Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 40 North America: Media and Entertainment Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 41 North America: Education and Learning Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 42 North America: Gaming Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 43 North America: Service Utilities Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 44 North America: Over-the-Top Services Market Size, By Country, 2017–2024 (USD Million)
Table 45 Europe: Market Size, By Type, 2017–2024 (USD Million)
Table 46 Europe: OTT Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 47 Europe: Online Gaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 48 Europe: Music Streaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 49 Europe: Video on Demand Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 50 Europe: Communication Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 51 Europe: Others Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 52 Europe: Over-the-Top Services Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 53 Europe: Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 54 Europe: Media and Entertainment Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 55 Europe: Education and Learning Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 56 Europe: Gaming Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 57 Europe: Service Utilities Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 58 Europe: Over-the-Top Services Market Size, By Country, 2017–2024 (USD Million)
Table 59 Asia Pacific: Market Size, By Type, 2017–2024 (USD Million)
Table 60 Asia Pacific: Size, By Monetization Model, 2017–2024 (USD Million)
Table 61 Asia Pacific: Online Gaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 62 Asia Pacific: Music Streaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 63 Asia Pacific: Video on Demand Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 64 Asia Pacific: Communication Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 65 Asia Pacific: Others Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 66 Asia Pacific: Over-the-Top Services Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 67 Asia Pacific: OTT Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 68 Asia Pacific: Media and Entertainment Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 69 Asia Pacific: Education and Learning Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 70 Asia Pacific: Gaming Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 71 Asia Pacific: Service Utilities Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 72 Asia Pacific: Over-the-Top Services Market Size, By Country, 2017–2024 (USD Million)
Table 73 Latin America: OTT Market Size, By Type, 2017–2024 (USD Million)
Table 74 Latin America: Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 75 Latin America: Online Gaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 76 Latin America: Music Streaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 77 Latin America: Video on Demand Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 78 Latin America: Communication Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 79 Latin America: Others Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 80 Latin America: Over-the-Top Services Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 81 Latin America: OTT Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 82 Latin America: Media and Entertainment Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 83 Latin America: Education and Learning Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 84 Latin America: Gaming Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 85 Latin America: Service Utilities Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 86 Latin America: Over-the-Top Services Market Size, By Country, 2017–2024 (USD Million)
Table 87 Middle East and Africa: Market Size, By Type, 2017–2024 (USD Million)
Table 88 Middle East and Africa: OTT Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 89 Middle East and Africa: Online Gaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 90 Middle East and Africa: Music Streaming Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 91 Middle East and Africa: Video on Demand Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 92 Middle East and Africa: Communication Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 93 Middle East and Africa: Others Market Size, By Monetization Model, 2017–2024 (USD Million)
Table 94 Middle East and Africa: Over-the-Top Services Market Size, By Service Vertical, 2017–2024 (USD Million)
Table 95 Middle East and Africa: OTT Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 96 Middle East and Africa: Media and Entertainment Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 97 Middle East and Africa: Education and Learning Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 98 Middle East and Africa: Gaming Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 99 Middle East and Africa: Service Utilities Market Size, By Streaming Device, 2017–2024 (USD Million)
Table 100 Middle East and Africa: Over-the-Top Services Market Size, By Sub-Region, 2017–2024 (USD Million)
Table 101 Market Evaluation Framework, 2018–2019
Table 102 Partnerships, 2018–2019
Table 103 New Product Launches, 2018–2019
Table 104 Netflix: Inorganic Growth Strategies
Table 105 Amazon: Organic Growth Strategies
Table 106 Amazon: Inorganic Growth Strategies
Table 107 Alphabet: Organic Growth Strategies
Table 108 Alphabet: Inorganic Growth Strategies
Table 109 Apple: Organic Growth Strategies
Table 110 Apple: Inorganic Growth Strategies
Table 111 Facebook: Organic Growth Strategies
Table 112 Youtube: Organic Growth Strategies
Table 113 Youtube: Inorganic Growth Strategies
Table 114 AT&T: Inorganic Growth Strategies
Table 115 Microsoft: Inorganic Growth Strategies
Table 116 Hulu: Organic Growth Strategies
Table 117 Hulu: Inorganic Growth Strategies
Table 118 Indieflix: Organic Growth Strategies
Table 119 Vudu: Inorganic Growth Strategies
Table 120 Roku: Organic Growth Strategies
Table 121 Roku: Inorganic Growth Strategies

List of Figures

Figure 1 Over-the-Top Services Market: Research Design
Figure 2 Research Methodology
Figure 3 Over-the-Top Services Market: Top-Down and Bottom-Up Approaches
Figure 4 Market Share, By Type, 2019 and 2024
Figure 5 Market Share By Monetization Model, 2019 and 2024
Figure 6 Asia Pacific to Witness the Highest Growth Rate By 2024
Figure 7 North America to Account for the Largest Market Size in 2019
Figure 8 Growing Number of Partnerships Between OTT Vendors and Content Producers to Support Over-the-Top Services Market Growth
Figure 9 VOD Segment to Account for the Highest Market Share in 2019
Figure 10 Smartphones and Tablets and Subscription-Based Monetization Model to Hold Majority of the Market Share in North America
Figure 11 Smartphones and Tablets and Subscription-Based Monetization Model to Hold Majority of the Market Share in Asia Pacific
Figure 12 OTT Services Market: Drivers, Restraints, Opportunities, and Challenges
Figure 13 Subscription-Based Monetization Model to Witness the Highest Growth Rate During the Forecast Period
Figure 14 Video-On-Demand Segment to Record the Highest Growth Rate During the Forecast Period
Figure 15 Smartphones and Tablets Segment to Record the Largest Market Size During the Forecast Period
Figure 16 Gaming Segment to Record the Highest Growth Rate During the Forecast Period
Figure 17 North America to have the Highest Market Share During the Forecast Period
Figure 18 Asia Pacific to Exhibit the Highest CAGR During the Forecast Period
Figure 19 North America: Market Snapshot
Figure 20 Asia Pacific: Market Snapshot
Figure 21 Key Developments By the Leading Players in the Over the Top Services Market, 2017–2019
Figure 22 Netflix: Company Snapshot
Figure 23 Netflix: SWOT Analysis
Figure 24 Amazon: Company Snapshot
Figure 25 Amazon: SWOT Analysis
Figure 26 Alphabet: Company Snapshot
Figure 27 Google: SWOT Analysis
Figure 28 Apple: Company Snapshot
Figure 29 Apple: SWOT Analysis
Figure 30 Facebook: Company Snapshot
Figure 31 Facebook: SWOT Analysis
Figure 32 Alphabet: Company Snapshot
Figure 33 AT&T: Company Snapshot
Figure 34 Microsoft: Company Snapshot
Figure 35 Roku: Company Snapshot

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