OTT Services Market Growth Driven by Increasing Smart Device Penetration

Factors such as the rising internet speed, surging penetration of smart devices and the internet, and burgeoning demand for video-on-demand (VoD) services in developing countries are expected to steer the over-the-top (OTT) services market growth during the forecast period (2021–2030). Currently, the deployment of the 5G network, to offer increased data speed at low cost, is becoming a prominent market trend. 

Countries such as the U.S., the U.K., Australia, Japan, Taiwan, Germany, and South Korea have already started deploying 5G networks. The increasing penetration of the internet and smart devices is one of the key growth drivers for the market globally. Customers can access OTT content through smart TVs, internet-connected phones, tablets, laptops, desktops, gaming consoles, and set-top boxes. 

OTT Services Market Quantitative Analysis, Current and Future Trends


Moreover, the increasing amount of time being spent on these smart devices, owing to their escalating use for work and entertainment purposes, will augment the demand for OTT services. Additionally, the growing penetration of high-speed internet and advanced network technologies, such as optical fiber, 4G/LTE, and 5G, will facilitate market growth.

At present, the OTT services market is fragmented in nature due to the presence of numerous players, such as Netflix Inc., Facebook Inc., Roku Inc., Apple Inc., Amazon.com Inc., Rakuten Inc., The Walt Disney Company, Telstra Corporation Ltd., Google LLC (YouTube), and Kakao Corp. Nowadays, these players are introducing OTT platforms and services to gain a competitive edge. 

For instance, in March 2021, Netflix Inc. started testing mobile+, a new plan in India for INR 299 per month. This plan will enable subscribers to stream content in 720 HD quality on computers and smartphones. However, this plan will not be accessible on TVs or multiple devices simultaneously.

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