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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.
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 -
Other prominent vendors in the market include Akamai Technologies, Activevideo, CinemaNow, Google, Indieflix, Nimbuzz, Popcornflix, and Roku.
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.
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.
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PART 01: Executive summary
PART 02: Scope of the report
PART 03: Market research methodology
PART 04: Introduction
PART 05: Market landscape
PART 06: Market segmentation by revenue model
PART 07: Market segmentation by type
PART 08: Geographical segmentation
PART 09: Key leading countries
PART 10: Market drivers
PART 11: Impact of drivers
PART 12: Market challenges
PART 13: Impact of drivers and challenges
PART 14: Market trends
PART 15: Vendor landscape
PART 16: Appendix
PART 17: Explore Technavio
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