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  3. > Over The Top (OTT) Market by Content (Text/Image, Audio, Video), Access Type (Smart Devices: Phones and tablets, Laptops/Desktops, Set Top Boxes, Smart TV, Gaming Consoles) - Worldwide Forecasts & Analysis (2014 - 2019)

The over the top (OTT) service market is an optimistic market trend mainly because of the growing number of enterprises and the penetration into newer markets. It helps to connect people in different regions, different time zones, and different work culture. The OTT service overcomes the above mentioned barriers and provides a smooth flow of communication at cheaper cost compared to traditional services. OTT solution also helps in operating system sharing and thus, it helps to reduce the time taken in decision-making process. The OTT contents include text, images, audio, and multimedia.

The OTT services find applications in the vertical, such as banking, financial services and insurance (BFSI), media and entertainment, IT and telecom, education, households, and healthcare segments.

In 2014, the OTT content market of BFSI accounts for the highest market share in the total OTT market. In 2019 as well, BFSI is expected to be the highest revenue generating segment in the overall OTT market.

The Y-o-Y growth rates of households and healthcare sectors will be on the higher side among the OTT content market. The growth of mobile VOIP services will be on the higher side within the OTT market throughout the forecast period 2014-2019. Some of the high growth markets are:

- Media and entertainment vertical
- Healthcare vertical
- Households

MarketsandMarkets expects that the education, healthcare, and media and entertainment segments will show tremendous growth throughout the forecast period. However, there are few revenue pockets, such as BFSI, IT and telecom that segments will show significant increase in this period.
The major challenges faced by the vendors in this space includes lagging network performance at core level, low rate of monetization of user base, and immense competition from new and emerging players.

There are various assumptions that have been taken into consideration for market sizing and forecasting. Few of the global assumptions include political, economic, social, technological, and economic factors. For instance, exchange rates, one of the major economic factors, are expected to have a moderate rating of impact on this market. Therefore, the dollar fluctuations are not expected to enormously affect the forecasts in the emerging APAC regions.

The report will help the market leaders or new entrants in this market in the following ways:–

1. This report segments the market into contents, covering the market comprehensively. It provides the closest approximations of the revenue numbers for the overall market and the sub-segments. The market numbers are further split across the different verticals and regions.
2. This report will help the companies to better understand the competitor and gain more insights to enhance its business position. There is a separate section on competitive landscape which includes competitor ecosystem, mergers and acquisition, and venture capital funding. Besides this, there are company profiles of 10 top players in this market. In this section, market internals are provided that can put the company ahead of the competitors.
3. The report helps them to understand the pulse of the market. It provides information on key market drivers, restraints, challenges, and opportunities.

Table Of Contents

Over The Top (OTT) Market by Content (Text/Image, Audio, Video), Access Type (Smart Devices: Phones and tablets, Laptops/Desktops, Set Top Boxes, Smart TV, Gaming Consoles) - Worldwide Forecasts and Analysis (2014 - 2019)
TABLE OF CONTENTS


1 INTRODUCTION 17
1.1 KEY TAKE-AWAYS 17
1.2 REPORT DESCRIPTION 17
1.3 MARKETS COVERED 19
1.4 STAKEHOLDERS 20
1.5 RESEARCH METHODOLOGY 21
1.5.1 KEY DATA POINTS 22
1.5.2 DATA TRIANGULATION AND MARKET FORECASTING 22
1.6 FORECAST ASSUMPTIONS 23

2 EXECUTIVE SUMMARY 25
2.1 ABSTRACT 25
2.2 OVERALL MARKET SIZE 26

3 MARKET OVERVIEW 27
3.1 MARKET DEFINITION 27
3.2 MARKET EVOLUTION 28
3.3 MARKET SEGMENTATION 29
3.4 MARKET DYNAMICS 30
3.4.1 DRIVERS 30
3.4.1.1 Increasing penetration of smart devices and broadband connectivity 30
3.4.1.2 OTT services are light on pockets 30
3.4.1.3 Adoption of OTT services socially 30
3.4.2 RESTRAINTS AND CHALLENGES 30
3.4.2.1 Network performance lagging at core level 30
3.4.2.2 Monetization of user base 31
3.4.2.3 Massive competition 31
3.4.3 OPPORTUNITIES 31
3.4.3.1 Partnering with operator 31
3.4.3.2 Better user experience and QoS with cloud 31
3.4.4 IMPACT ANALYSIS OF DROS 32
3.5 VALUE CHAIN 32

4 OVER THE TOP: MARKET SIZE AND FORECAST
BY TYPE OF CONTENT 34
4.1 INTRODUCTION 35
4.2 TEXT AND IMAGE 37
4.2.1 OVERVIEW 37
4.2.2 MARKET SIZE AND FORECAST 37
4.2.2.1 Market size and forecast by region 39
4.3 AUDIO/VOICE 40
4.3.1 OVERVIEW 40
4.3.2 MARKET SIZE AND FORECAST 41
4.3.2.1 Market size and forecast by region 43
4.4 VIDEO 44
4.4.1 OVERVIEW 44
4.4.2 MARKET SIZE AND FORECAST 45
4.4.2.1 Market size and forecast by region 46

5 OVER THE TOP: MARKET SIZE AND FORECAST BY ACCESS TYPE 48
5.1 INTRODUCTION 49
5.2 SMART DEVICES 51
5.2.1 OVERVIEW 51
5.2.2 OVERALL MARKET SIZE 51
5.2.2.1 Smartphones 53
5.2.2.1.1 Overview 53
5.2.2.1.2 Market size and forecast by region 54
5.2.2.2 Tablets and PDAs 55
5.2.2.2.1 Overview 55
5.2.2.2.2 Market size and forecast by region 56
5.3 LAPTOPS AND DESKTOPS 57
5.3.1 OVERVIEW 57
5.3.2 MARKET SIZE AND FORECAST 58
5.3.2.1 Market size and forecast by region 60
5.4 SET TOP BOXES (STBS) 61
5.4.1 OVERVIEW 61
5.4.2 MARKET SIZE AND FORECAST 62
5.4.2.1 Market size and forecast by region 63
5.5 SMART TV 64
5.5.1 OVERVIEW 64
5.5.2 MARKET SIZE AND FORECAST 65
5.5.2.1 Market size and forecast by region 66
5.6 GAMING CONSOLES 67
5.6.1 OVERVIEW 67
5.6.2 MARKET SIZE AND FORECAST 68
5.6.2.1 Market size and forecast by region 69

6 OVER THE TOP: MARKET SIZE AND FORECAST BY VERTICAL 71
6.1 INTRODUCTION 72
6.2 BFSI 75
6.2.1 OVERVIEW 75
6.2.2 MARKET SIZE AND FORECAST 75
6.2.2.1 Market size and forecast by content 77
6.3 IT AND TELECOM 78
6.3.1 OVERVIEW 78
6.3.2 MARKET SIZE AND FORECAST 78
6.3.2.1 Market size and forecast by content 80
6.4 MEDIA AND ENTERTAINMENT 82
6.4.1 OVERVIEW 82
6.4.2 MARKET SIZE AND FORECAST 82
6.4.2.1 Market size and forecast by content 84
6.5 EDUCATION 86
6.5.1 OVERVIEW 86
6.5.2 MARKET SIZE AND FORECAST 86
6.5.2.1 Market size and forecast by content 87
6.6 HEALTHCARE 89
6.6.1 OVERVIEW 89
6.6.2 MARKET SIZE AND FORECAST 89
6.6.2.1 Market size and forecast by content 91
6.7 HOUSEHOLDS 93
6.7.1 OVERVIEW 93
6.7.2 MARKET SIZE AND FORECAST 93
6.7.2.1 Market size and forecast by content 95
6.8 OTHERS 96
6.8.1 OVERVIEW 96
6.8.2 MARKET SIZE AND FORECAST 97
6.8.2.1 Market size and forecast by content 99

7 OVER THE TOP: MARKET SIZE AND FORECAST BY REGION 101
7.1 INTRODUCTION 102
7.1.1 PARFAIT CHART 105
7.2 NORTH AMERICA (NA) 106
7.2.1 OVERVIEW 106
7.2.2 MARKET SIZE AND FORECAST 106
7.2.2.1 Market size and forecast by vertical 108
7.3 EUROPE 110
7.3.1 OVERVIEW 110
7.3.2 MARKET SIZE AND FORECAST 110
7.3.2.1 Market size and forecast by vertical 112
7.4 ASIA-PACIFIC INCLUDING JAPAN (APAC) 114
7.4.1 OVERVIEW 114
7.4.2 MARKET SIZE AND FORECAST 114
7.4.2.1 Market size and forecast by vertical 116
7.5 MIDDLE EAST AND AFRICA (MEA) 118
7.5.1 OVERVIEW 118
7.5.2 MARKET SIZE AND FORECAST 118
7.5.2.1 Market size and forecast by vertical 120
7.6 LATIN AMERICA (LA) 122
7.6.1 OVERVIEW 122
7.6.2 MARKET SIZE AND FORECAST 122
7.6.2.1 Market size and forecast by vertical 124

8 OVER THE TOP: MARKET LANDSCAPE 126
8.1 COMPETITIVE LANDSCAPE 126
8.1.1 ECOSYSTEM AND ROLES 126
8.1.2 PORTFOLIO COMPARISON 127
8.1.2.1 Overview 127
8.1.2.2 Product category mapping 127
8.2 END-USER LANDSCAPE 127
8.2.1 MARKET OPPORTUNITY ANALYSIS 127
8.2.2 END-USER ANALYSIS 129
8.2.2.1 Global set-top box market expecting a significant growth 129
8.2.2.2 Targeted advertising getting more pervasive 129
8.2.2.3 Growth of Internet speed by 12% worldwide. 130

9 COMPANY PROFILES 131
(Overview, Products and Services, Strategies and Insights, Developments and MnM View)*
9.1 AKAMAI TECHNOLOGIES 131
9.2 APPLE INC. 134
9.3 FACEBOOK INC. 138
9.4 GOOGLE INC. 142
9.5 LIMELIGHT 146
9.6 MICROSOFT CORP. 150
9.7 NETFLIX 154
9.8 NIMBUZZ 157
9.9 TENCENT HOLDINGS LTD. 160
9.10 YAHOO INC. 164
*Details on Overview, Products and Services, Strategies and Insights, Developments and MnM View might not be captured in case of unlisted companies.

10 APPENDIX 168
- MERGERS AND ACQUISITIONS (MandA) 168
- VENTURE CAPITAL 176



LIST OF TABLES


TABLE 1 OTT CONTENT MARKET SIZE, BY TYPE, 2014-2019 ($BILLION) 35
TABLE 2 OTT CONTENT MARKET GROWTH, BY TYPE, 2014-2019, Y-O-Y (%) 36
TABLE 3 OTT TEXT AND IMAGE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 37
TABLE 4 OTT TEXT AND IMAGE MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 39
TABLE 5 OTT TEXT AND IMAGE MARKET GROWTH, BY REGION,
2014-2019, Y-O-Y (%) 40
TABLE 6 OTT AUDIO/VOICE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 41
TABLE 7 OTT AUDIO/VOICE MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 43
TABLE 8 OTT AUDIO/VOICE MARKET GROWTH, BY REGION,
2014-2019, Y-O-Y (%) 44
TABLE 9 OTT VIDEO MARKET, 2014-2019 ($BILLION, Y-O-Y %) 45
TABLE 10 OTT VIDEO MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 46
TABLE 11 OTT VIDEO MARKET GROWTH, BY REGION, 2014-2019, Y-O-Y (%) 47
TABLE 12 OTT MARKET SIZE, BY ACCESS TYPE, 2014-2019 ($BILLION) 49
TABLE 13 OTT MARKET GROWTH, BY ACCESS TYPE, 2014-2019, Y-0-Y (%) 50
TABLE 14 OTT SMART DEVICE MARKET SIZE, BY TYPE, 2014-2019 ($BILLION) 52
TABLE 15 OTT SMART DEVICE MARKET GROWTH, BY TYPE, 2014-2019, Y-O-Y (%) 52
TABLE 16 OTT SMARTPHONE MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 54
TABLE 17 OTT SMARTPHONE MARKET GROWTH, BY REGION,
2014-2019, Y-O-Y (%) 55
TABLE 18 OTT TABLET AND PDA MARKET SIZE, BY REGION,
2014-2019 ($BILLION) 56
TABLE 19 OTT TABLET AND PDA MARKET SIZE, BY REGION,
2014-2019, Y-O-Y (%) 57
TABLE 20 OTT LAPTOP AND DESKTOP MARKET, 2014-2019 ($BILLION, Y-O-Y %) 58
TABLE 21 OTT LAPTOP AND DESKTOP MARKET SIZE, BY REGION,
2014-2019 ($BILLION) 60
TABLE 22 OTT LAPTOP AND DESKTOP MARKET GROWTH, BY REGION,
2014-2019, Y-O-Y (%) 61
TABLE 23 OTT SET TOP BOX MARKET, 2014-2019 ($BILLION, Y-O-Y %) 62
TABLE 24 OTT SET TOP BOX MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 63
TABLE 25 OTT SET TOP BOX MARKET GROWTH, BY REGION,
2014-2019, Y-O-Y (%) 64
TABLE 26 OTT SMART TV MARKET, 2014-2019 ($BILLION, Y-O-Y %) 65
TABLE 27 OTT SMART TV MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 66
TABLE 28 OTT SMART TV MARKET, BY REGION, 2014-2019, Y-O-Y (%) 67
TABLE 29 OTT GAMING CONSOLE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 68
TABLE 30 OTT GAMING CONSOLE MARKET, BY REGION, 2014-2019, ($BILLION) 69
TABLE 31 OTT GAMING CONSOLE MARKET SIZE, BY REGION,
2014-2019, Y-O-Y (%) 70
TABLE 32 OTT MARKET SIZE, BY VERTICAL, 2014-2019 ($BILLION) 72
TABLE 33 OTT MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 73
TABLE 34 OTT BFSI MARKET, 2014-2019 ($BILLION, Y-O-Y %) 75
TABLE 35 OTT BFSI MARKET SIZE, BY CONTENT, 2014-2019 ($BILLION) 77
TABLE 36 OTT BFSI MARKET GROWTH, BY CONTENT, 2014-2019, Y-O-Y (%) 78
TABLE 37 OTT IT AND TELECOM MARKET, 2014-2019 ($BILLION, Y-O-Y %) 79
TABLE 38 OTT IT AND TELECOM MARKET SIZE, BY CONTENT,
2014-2019 ($BILLION) 80
TABLE 39 OTT IT AND TELECOM MARKET GROWTH, BY CONTENT,
2014-2019, Y-O-Y (%) 81
TABLE 40 OTT MEDIA AND ENTERTAINMENT MARKET,
2014-2019 ($BILLION, Y-O-Y %) 82
TABLE 41 OTT MEDIA AND ENTERTAINMENT MARKET SIZE, BY CONTENT,
2014-2019 ($BILLION) 84
TABLE 42 OTT MEDIA AND ENTERTAINMENT MARKET GROWTH, BY CONTENT, 2014-2019, Y-O-Y (%) 85
TABLE 43 OTT EDUCATION MARKET, 2014-2019 ($BILLION, Y-O-Y %) 86
TABLE 44 OTT EDUCATION MARKET SIZE, BY CONTENT,
2014-2019 ($BILLION, Y-O-Y %) 87
TABLE 45 OTT EDUCATION MARKET, BY CONTENT, 2014-2019, Y-O-Y (%) 88
TABLE 46 OTT HEALTHCARE MARKET SIZE, 2014-2019 ($BILLION, Y-O-Y %) 89
TABLE 47 OTT HEALTHCARE MARKET SIZE, BY CONTENT, 2014-2019 ($BILLION) 91
TABLE 48 OTT HEALTHCARE MARKET GROWTH, BY CONTENT,
2014-2019, Y-O-Y (%) 92
TABLE 49 OTT HOUSEHOLD MARKET, 2014-2019 ($BILLION, Y-O-Y %) 93
TABLE 50 OTT HOUSEHOLD MARKET SIZE, BY CONTENT, 2014-2019 ($BILLION) 95
TABLE 51 OTT HOUSEHOLD MARKET GROWTH, BY CONTENT,
2014-2019, Y-O-Y (%) 96
TABLE 52 OTT OTHER VERTICAL MARKET, 2014-2019 ($BILLION, Y-O-Y %) 97
TABLE 53 OTT OTHER VERTICALS MARKET SIZE, BY CONTENT,
2014-2019 ($BILLION) 99
TABLE 54 OTT OTHER VERTICALS MARKET GROWTH, BY CONTENT,
2014-2019, Y-O-Y (%) 100
TABLE 55 OTT MARKET SIZE, BY REGION, 2014-2019 ($BILLION) 102
TABLE 56 OTT MARKET, BY REGION, 2014-2019 ($BILLION, Y-O-Y %) 103
TABLE 57 OTT NA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 106
TABLE 58 OTT NA MARKET SIZE, BY VERTICAL, 2014-2019 ($BILLION) 108
TABLE 59 OTT NA MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 109
TABLE 60 OTT EUROPEAN MARKET, 2014-2019 ($BILLION, Y-O-Y %) 110
TABLE 61 OTT EUROPE MARKET SIZE, BY VERTICAL, 2014-2019 ($BILLION) 112
TABLE 62 OTT EUROPE MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 113
TABLE 63 OTT APAC MARKET, 2014-2019 ($BILLION, Y-O-Y %) 114
TABLE 64 OTT APAC MARKET SIZE, BY VERTICAL, 2014-2019 ($BILLION) 116
TABLE 65 OTT APAC MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 117
TABLE 66 OTT MEA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 118
TABLE 67 OTT MEA MARKET, BY VERTICAL, 2014-2019 ($BILLION) 120
TABLE 68 OTT MEA MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 121
TABLE 69 OTT LA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 122
TABLE 70 OTT LA MARKET SIZE, BY VERTICAL, 2014-2019 ($BILLION) 124
TABLE 71 OTT LA MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 125


LIST OF FIGURES


FIGURE 1 OTT: STAKEHOLDERS 20
FIGURE 2 OTT: RESEARCH METHODOLOGY 21
FIGURE 3 OTT: DATA TRIANGULATION AND MARKET FORECASTING 23
FIGURE 4 OTT MARKET, 2014-2019 ($BILLION, Y-O-Y %) 26
FIGURE 5 OTT: CONTENT FLOW 27
FIGURE 6 OTT: EVOLUTION 28
FIGURE 7 OTT: MARKET SEGMENTATION 29
FIGURE 8 OTT: IMPACT ANALYSIS OF DROS 32
FIGURE 9 OTT: VALUE CHAIN 33
FIGURE 10 OTT CONTENT MARKET, BY TYPE, 2014-2019, Y-O-Y (%) 36
FIGURE 11 OTT TEXT AND IMAGE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 38
FIGURE 12 OTT AUDIO/VOICE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 42
FIGURE 13 OTT VIDEO MARKET, 2014-2019 ($BILLION, Y-O-Y %) 46
FIGURE 14 OTT MARKET GROWTH, BY ACCESS TYPE, 2014-2019 Y-0-Y (%) 51
FIGURE 15 OTT SMART DEVICE MARKET GROWTH, 2014-2019, Y-O-Y (%) 53
FIGURE 16 OTT LAPTOP AND DESKTOP MARKET, 2014-2019 ($BILLION, Y-O-Y %) 59
FIGURE 17 OTT SET TOP BOX MARKET, 2014-2019 ($BILLION, Y-O-Y %) 63
FIGURE 18 OTT SMART TV MARKET, 2014-2019 ($BILLION, Y-O-Y %) 66
FIGURE 19 OTT GAMING CONSOLE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 68
FIGURE 20 OTT MARKET GROWTH, BY VERTICAL, 2014-2019, Y-O-Y (%) 74
FIGURE 21 OTT BFSI MARKET, 2014-2019 ($BILLION, Y-O-Y %) 76
FIGURE 22 OTT IT AND TELECOM MARKET, 2014-2019 ($BILLION, Y-O-Y %) 79
FIGURE 23 OTT MEDIA AND ENTERTAINMENT MARKET,
2014-2019 ($BILLION, Y-O-Y %) 83
FIGURE 24 OTT EDUCATION MARKET, 2014-2019 ($BILLION, Y-O-Y %) 87
FIGURE 25 OTT HEALTHCARE MARKET, 2014-2019 ($BILLION, Y-O-Y %) 90
FIGURE 26 OTT HOUSEHOLD MARKET, 2014-2019 ($BILLION, Y-O-Y %) 94
FIGURE 27 OTT OTHER VERTICAL MARKET, 2014-2019 ($BILLION, Y-O-Y %) 98
FIGURE 28 OTT MARKET, BY REGION, 2014-2019, Y-O-Y (%) 104
FIGURE 29 OTT: PARFAIT CHART 105
FIGURE 30 OTT NA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 107
FIGURE 31 OTT EUROPEAN MARKET, 2014-2019 ($BILLION, Y-O-Y %) 111
FIGURE 32 OTT APAC MARKET, 2014-2019 ($BILLION, Y-O-Y %) 115
FIGURE 33 OTT MEA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 119
FIGURE 34 OTT LA MARKET, 2014-2019 ($BILLION, Y-O-Y %) 123
FIGURE 35 OTT: ECOSYSTEMS AND ROLES 126
FIGURE 36 OTT: PRODUCT CATEGORY MAPPING 127
FIGURE 37 OTT: MARKET OPPORTUNITY PLOT 128
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