Over-the-top
(OTT) refers to delivery of audio, video, and other media over the
Internet without the involvement of service provider in the
distribution or control of the content. OTT can provide communication
services such as Skype, Gmail and WhatsAap, content such as Netflix
Net movies, Hulu, Ultraviolet, Cuevana, YouTube Online video games,
Online music and applications such as Facebook, LinkedIn and Twitter
over internet. OTT service requires subscription for its usage. OTT
services provide a broad range of applications for users and is
attracting more consumers to shift from telecommunication providers
to OTT service subscription. Personalization and customization,
content distribution, messaging preferences and advancements in
technology led to rise in OTT usage and offer users more tailored
experience and access to services of their choice.
The major driving
factors for the growth of global OTT market are seamless web
connectivity and high speed data connectivity. Increase in the use of
smart devices, e-commerce, automation in businesses, digitalization,
rise in availability of broadband infrastructure is also contributing
to growth of OTT market through subscription and advertisement.
However, lack of awareness of OTT technology and diverse government
policies and regulations at domestic and international markets are
the challenging factors in the growth of global OTT market. The
opportunity for future growth of OTT market is expected to be
partnership strategies. This would allow for further increase in
users experience, easy integration and support services such as
billing, consumer support and marketing.
The global OTT
market is segmented on the basis of industry vertical, platform,
services, revenue model, content, deployment type, enterprise type
and the geography. On the basis of industrial vertical, the global
OTT market is segmented into hotel and travel, healthcare and life
science, manufacturing and automotive, gaming, media and
entertainment, global digital marketing, government sector, retail
and consumer goods, software and technology and bussiness, financial
services and insurance (BFSI). Different platforms of global OTT
market are desktop and laptop computers, gaming consoles, set-top
boxes, smartphones, smart TVs and tablets. On the basis of services,
the global OTT market is segmented as consulting services,
installation services and maintenance services. In terms of revenue
model the global OTT market is segmented into subscription-based
services, transactional services and free and ad-supported services.
Moreover, on the basis of content type, the global OTT market is
segmented as voice over Internet protocol (VoIP), text and messages
and online TV. In terms of deployment type the global OTT market is
segmented as on-premise deployment and cloud deployment.
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The enterprise type
in OTT market segment consist of home office, small and medium
enterprises and large enterprises. Moreover, on the basis of
geography the global OTT market is segmented as North America,
Europe, Latin America, Asia Pacific and Middle East and Africa. The
OTT services are expected to expand due to developing infrastructure
in regions including Brazil, Indonesia, Malaysia, Nigeria, South
Africa and Turkey. The launches by international and local providers
during the forecasted period is further expected to rise the usage
of OTT services in Australia, Argentina, Germany, New Zealand, Russia
and UAE regions.
The key players
operating in global OTT market are Apple, Inc., Akamai Technologies,
Facebook, Inc., Google, Inc., Microsoft Corporation, Limelight
Networks, Inc., Netflix, Tencent Holdings Ltd., Yahoo Inc. and
Nimbuzz.
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