Over the Top (OTT) services Market

Over The Top (OTT) services Market Size by Platform Type (Smartphones, Smart TVs, Laptops, Tablets and Others), Monetization Model (Subscription-Based, Transaction-Based, and Advertising-Based), Application (Communication, Media Content, Cloud Services, E-Services and Others), Regions, Global Industry Analysis, Share, Growth, Trends, and Forecast 2023 to 2032

Base Year: 2022 Historical Data: 2019-21
  • Report ID: TBI-13876
  • Published Date: Dec, 2023
  • Pages: 238
  • Category: Information Technology & Semiconductors
  • Format: PDF
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The global over-the-top (OTT) services market was valued at USD 400 billion in 2022 and grew at a CAGR of 15% from 2023 to 2032. The market is expected to reach USD 1618.22 billion by 2032. The increasing demand for media content will drive the growth of the global over-the-top (OTT) services market.

Market Introduction:

A media service provided to viewers directly via the Internet is known as an over-the-top (OTT) service. Over-the-top, or OTT, refers to delivering movie and television material via the Internet in response to user requests and personal preferences. OTT platforms facilitate easier and more meaningful interactions for end users by offering user-generated material and professionally created content. By delivering content over the Internet, over-the-top (OTT) platforms eliminate the need for customers to pay subscription fees to traditional cable broadcast and satellite TV service providers. With OTT platforms, users can access and view content on any device with a working Internet connection anytime, anywhere. They make it possible for viewers to stream media to any internet-connected device. OTT content is available on nearly every device that receives and displays internet signals. These gadgets include laptops, gaming consoles, smart TVs, smartphones, and OTT set-top boxes. OTT is also utilized for product and service advertising. OTT platforms provide viewers with greater entertainment options as there is no censorship yet.

Over The Top (OTT) services Market Size

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Recent Development
  • To provide users with convenient access to K-dramas and K-movies, Tata Play Binge announced that it has teamed with Playflix, an OTT app devoted to Korean entertainment, to extend its content catalogue. Thanks to this partnership, users of Tata Play Binge may now access a vast library of Korean content that has been dubbed in Hindi and a number of other regional languages. The press announcement states that Playflix offers various entertainment, including animated films, television shows, and cooking demonstrations, that are appropriate for all age groups. A vast selection of Korean dramas and films, including action, romance, thrillers, horror, and more, are available on the platform.

Market Dynamics:


The COVID-19 pandemic offered unprecedented growth for OTT platforms – the COVID-19 pandemic-induced lockdowns led to closures of entertainment avenues like theatres and malls. This led to consumers shifting to OTT platforms such as Netflix, Amazon Prime, and Disney+hotstar for content or entertainment through their laptops, tablets and smartphones to spend time. The increasing consumption of content, given the increase in leisure, also led to an increase in content creation, which propelled the market's growth. The momentum of growth witnessed by the OTT services industry was retained even after the pandemic-induced lockdowns were relaxed and the economy opened up. Therefore, the momentum of growth offered by COVID-19-induced lockdowns to the OTT services industry has continued its pace and will drive the market's growth globally.

  • The app for sharing short videos, Angel Television Pvt Ltd., owns and operates the on-demand Bengali music and video streaming platform KLiKK, with which Chingari announced its partnership.  Chingari hopes to enhance its offering of regional content through this relationship. A variety of original web series, shows, audio and video music, kid-friendly animation, short films, and audio stories are available from KLiKK. With the most Bengali movie selections, all of which are offered in HD on the OTT platform.

Subscription-based OTT services -  consumers are supposed to pay a certain amount as a part of the subscription, which allows them to access the content available on these platforms. These subscription plans are not always affordable for the majority of the population. There are websites and other platforms that offer the same content for free, which further gives consumers a reason not to subscribe to OTT platforms. Additionally, certain platforms do not offer flexibility with payment methods or subscription plans with different timelines, further alienating the consumers. Therefore, the subscription-based OTT services will limit the market's growth.

  • Over-the-top (OTT) platforms like Disney+ and Netflix will have their content censored by the Indonesian government. One expert believes this could unintentionally drive local viewers to unofficial streaming websites. OTT platforms are not bound by Indonesia's Broadcasting Law, which would compel them to comply with any censorship measures enforced by the nation's movie censorship board, in contrast to other broadcasting establishments.

The increasing number of OTT platforms the unprecedented demand for content from consumers- led to several production houses and other key market players introducing their own streaming platforms or OTT platforms. There was an increase in collaborations, partnerships and agreements to create content and stream it on certain platforms between actors, artists, directors, production houses and OTT platforms. This led to an increase in several OTT platforms. For instance, Tata introduced their streaming platform, and so did Apple after realizing the exponential growth and potential of the OTT services industry. Therefore, the increasing number of OTT platforms will offer lucrative opportunities for the global OTT services market's growth during the forecast period.

  • Together, Tata Play Binge and MX Player provide entertainment for India and Bharat. As a result of this collaboration, MX Player will become one of the 16 well-known OTT platforms available on Binge. With the most recent addition, MX Player's dedication to providing viewers with the greatest entertainment is further strengthened. Viewers will now have access to an extra 5000+ films and 800+ series in Hindi, Tamil, Telugu, and other languages.  On Tata Play Binge, MX Player will grant access to a unique content catalogue that includes MX Originals, Hollywood and Bollywood films, South Indian dubbings, Korean dramas, and more. Tata Play Binge subscribers who have MX Player included in their bundle can watch material without interruptions or ads.
Regional segmentation analysis:

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. North America emerged as the most significant global over-the-top (OTT) services market, with a 42% market revenue share in 2022.

Key market players in the global OTT services market are present in the United States of America, which significantly boosts the industry's growth and development. Furthermore, several OTT services or platform operators work exclusively or serve in this region.

North America Region Over the Top (OTT) Services Market Share in 2022 - 42%



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  • With the introduction of add-ons in the US, ZEE5 Global, a streaming service featuring South Asian material, announced a calculated decision to combine several South Asian streaming sites into one platform. With add-on prices starting at just $1.49, ZEE5 Global add-ons will give US consumers a single window to their preferred South Asian entertainment platforms on the ZEE5 Global platform itself. With at least six more on the way, ZEE5 Global add-ons now feature material in many languages from streaming services like Oho Gujarati (Gujarati), Chaupal (Punjabi, Bhojpuri, Haryanvi), NammaFlix (Kannada), EPIC ON (Hindi), and iStream (Malayalam). Simply South (all South Indian languages) is another such platform.
Platform type Segment Analysis

The platform type segment is divided into smartphones, smart TVs, laptops, tablets and others. The smartphones segment dominated the market, with a market share of around 57% in 2022. Given the rising disposable income and availability of a wide variety of products in the market, the increasing ownership of smart connected devices will propel the segment's growth. Smartphones offer consumers flexibility as they can stream content from anywhere at any time. The improvement of telecom infrastructure has enhanced data connectivity and, therefore, has made streaming hassle-free and uninterrupted.

Monetization Model Segment Analysis

The monetization model segment is divided into subscription-based, transaction-based, and advertising-based. The subscription-based segment dominated the market, with a share of around 51% in 2022. The subscription-based model bills the consumer repeatedly at regular intervals for a good or service. Customers select the frequency and duration of each deal. Consumers prefer subscription-based models as they take away the nuisance of advertisements in between and uninterrupted entertainment. Furthermore, most subscriptions allow consumers to cancel or renew at any time which offers consumers the freedom. Additionally, it is convenient for businesses and enables them to estimate precise revenue projections. It also helps them make strategic decisions based on analysis and improves overall control to improve business efficiency.

Application Segment Analysis

The application segment is divided into communication, media content, cloud services, e-services and others. The media content segment dominated the market, with a share of around 56% in 2022. Given the surge in content consumption, the most popular and well-known streaming platforms offer media content. The increasing content creation offering a wide variety of choices to consumers regarding entertainment is driving the media content segment in the market. The increasing number of OTT streaming platforms offering their series and production will augment the market's growth.

  • At the 54th International Film Festival of India (IFFI), held in Goa, Mumbai Prime Video—India's most popular entertainment destination—made history by taking home the first-ever Best Web Series (OTT) Award for Panchayat Season 2. The award aims to recognise and promote India's booming streaming industry. Thirty-two entries from 15 OTT platforms in 10 languages were chosen for the inaugural Best Web Series award.
Some of the Key Market Players:
  • Amazon.com, Inc.
  • Apple, Inc.
  • Brightcove Inc.
  • Disney + Hotstar
  • Google LLC
  • Hulu, LLC
  • Microsoft Corporation
  • Netflix, Inc.
  • Tencent Holdings Ltd.
  • WarnerMedia Direct, LLC (HBO Max)

Report Description: 

Attribute Description
Market Size Revenue (USD Billion)
Market size value in 2022 USD 400 Billion
Market size value in 2032 USD 1618.22 Billion
CAGR (2023 to 2032) 15%
Historical data 2019-2021
Base Year 2022
Forecast 2023-2032
Region The regions analyzed for the market are Asia Pacific, Europe, South America, North America, and Middle East and Africa. Furthermore, the regions are further analyzed at the country level.
Segments Platform Type, Monetization Model and Application

Frequesntly Asked Questions

As per The Brainy Insights, the size of the global over the top (OTT) services market was valued at USD 400 billion in 2022 to USD 1618.22 billion by 2032.

Global over the top (OTT) services market is growing at a CAGR of 15% during the forecast period 2023-2032.

The market's growth will be influenced by the momentum of growth and popularity offered by the covid-19 induced lockdowns which increased the demand for median content at home on smartphones.

Subscription based OTT services could hamper the market growth.

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This study forecasts revenue at global, regional, and country levels from 2019 to 2032. The Brainy Insights has segmented the global over the top (OTT) services market based on below mentioned segments:

Global Over the Top (OTT) Services Market by Platform Type:

  • Smartphones
  • Smart TVs
  • Laptops
  • Tablets
  • Others

Global Over the Top (OTT) Services Market by Monetization Model:

  • Subscription-Based
  • Transaction-Based
  • Advertising-Based

Global Over the Top (OTT) Services Market by Application:

  • Communication
  • Media Content
  • Cloud Services
  • E-Services
  • Others

Global Over the Top (OTT) Services Market by Region:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
  • Asia-Pacific
    • Japan
    • China
    • India
  • South America
    • Brazil
  • Middle East and Africa  
    • UAE
    • South Africa


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