Global OTT Devices and Services Market 2016-2020

  • Published: Sep 2016
  • Pages: 56
  • SKU: IRTNTR9859

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This market research report analyzes the leading players in the global OTT devices and services market such as Amazon, Apple, Facebook, Hulu, and Netflix. A comprehensive study of the OTT devices and services market status is also presented by revenue model (AVOD, SVOD, and TVOD), by type (video, VoIP, and text and images), and by geography (Americas, APAC, and EMEA).

Global over-the-top (OTT) devices and services market overview

According to the market research analysts at Technavio, the global over-the-top (OTT) device and services market is anticipated to witness tremendous growth and will post a staggering CAGR of more than 20% over the forecast period. One of the major factors driving this market’s growth is the growing production of in-house web series. The global OTT market has a very competitive environment with the originality of content and innovation in services being some of the key differentiating factors. This has led to the growth of in-house produced content across various platforms. Original in-house web-series across genres such as drama, comedy, sitcoms, action, talk shows, and documentaries are some of the highest viewed digital videos on OTT platforms such as Netflix and YouTube. Some of the latest in-house produced web series on Netflix are Marseille, Love, Fuller House, Flaked, The Characters, The Ranch, and Lady Dynamite. These shows are widely popular since these series provide new and innovative content that interests consumers.

Real-time bidding (RTB) is an online ad serving process, which involves an online bidding process. This allows marketers, advertising agencies, and media buying agencies to trade display advertising inventory in real time. RTB vendors offer a suitable platform to carry out this auction process. When a customer visits a publisher’s website, it sends a request to the vendor. The vendor sets a floor price for that visitor, and various other advertisers are also allowed to check the visitor and the floor price so that they can bid accordingly. The vendor then selects the winning bid, and the ad of the winning bidder is displayed for the visitor. With an increasing number of consumer metrics available for the vendor to target their audience, RTB can be the tool that can enhance an OTT vendor's subscriber base.

Competitive landscape and key vendors

The global OTT devices and services market is highly fragmented as it comprises of several international and regional vendors. With the global players increasing their presence in many regions, the local vendors are finding it increasingly difficult to compete with them in terms of quality, features, safety, and price. Many international players are expected to grow inorganically during the forecast period by acquiring domestic players who will increase their market shares by expanding their respective product portfolios.

Key vendors in this market are -

  • Amazon
  • Apple
  • Facebook
  • Hulu
  • Netflix

Other prominent vendors in the market include Akamai Technologies, Activevideo, CinemaNow, Google, Indieflix, Nimbuzz, Popcornflix, and Roku.

Segmentation by type and the OTT devices and services market analysis

  • Video
  • VoIP
  • Text and images

During 2015, the video segment dominated the market and accounted for more than 87% of the revenue market shares, as per the OTT devices and services market forecast report. As the consumer’s viewing preferences are changing, a significant number of viewers are opting streaming services instead of downloading. This trend will continue with OTT service providers offering attractive video catalogues at reasonable prices.

Geographical segmentation and the OTT devices and services market analysis

  • Americas
  • APAC
  • EMEA

In terms of geography, the Americas led the global OTT devices and services market and is expected to reach more than 49% of the market shares by 2020. North America is considered to be the innovators of OTT services and thus has the largest market for OTT devices and services. The OTT services in this region have grown beyond streaming of premium video content to being used for several business purposes. It is widely accepted as a cost-effective alternative to traditional services for business communications. These factors are likely to propel this market’s growth in the Americas over the coming years.

Key questions answered in the report include

  • What will the OTT devices and services market size and the growth rate be in 2020?
  • What are the key factors driving the global OTT devices and services market?
  • What are the key OTT market trends impacting the growth?
  • What are the challenges to the OTT market growth?
  • Who are the key vendors in the global OTT devices and services market?
  • What are the market opportunities and threats faced by the vendors in the global OTT devices and services market?
  • What are the trending factors influencing the market shares of the Americas, APAC, and EMEA?
  • What are the key outcomes of the five forces analysis of the global OTT devices and services market?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Base year and forecast period
  • Vendor segmentation

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market overview
  • Global OTT devices and services market
  • Five forces analysis

PART 06: Market segmentation by revenue model

  • Global OTT devices and services market by revenue model
  • Global OTT devices and services market by AVOD model
  • Global OTT devices and services market by SVOD model
  • Global OTT devices and services market by TVOD model
  • OTT market attractiveness by revenue model
  • Segment comparison analysis

PART 07: Market segmentation by type

  • Global OTT devices and services market by type
  • Global OTT devices and services market by videos
  • Global OTT devices and services market by VoIP
  • Global OTT devices and services market by text and images
  • OTT market attractiveness by type
  • Segment comparison analysis

PART 08: Geographical segmentation

  • Global OTT devices and services market by geography
  • OTT devices and services market in Americas
  • OTT devices and services market in EMEA
  • OTT devices and services market in APAC
  • OTT market attractiveness by geography
  • Segment comparison analysis

PART 09: Key leading countries

  • Key leading countries in global OTT devices and services market

PART 10: Market drivers

  • Increased time spent on OTT
  • Growing production of in-house web series
  • Increasing use of OTT on mobile devices
  • High demand for time-shifted TV

PART 11: Impact of drivers

PART 12: Market challenges

  • High popularity of free online video streaming
  • Low scope of customer retention
  • Reluctance of customers to spend on OTT services
  • Less number of long-term subscriptions

PART 13: Impact of drivers and challenges

PART 14: Market trends

  • Emergence of video streaming devices
  • Increased adoption of RTB
  • Increased use of multiple DRMs in web browsers

PART 15: Vendor landscape

  • Competitive scenario
  • Amazon
  • Apple
  • Facebook
  • Hulu
  • Netflix
  • Other prominent vendors

PART 16: Appendix

  • List of abbreviations

PART 17: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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