The huge social and economic disruption caused by Covid-19 has accelerated existing trends for the tech industry.

This yearly observatory – report and dataset – provides a comprehensive worldwide and regional/country level market value database covering all principal OTT services for the period of 2015 to 2026.

Markets covered:
– Internet access and usage: Search – social – mobile – video – communication – cloud – digital contents – E-commerce commission – online games.
– These markets are also dissected from a business model angle, to include both paid revenues and advertising revenues from search and display formats.
– The total telco services market is also provided as a means of comparison with the OTT services market

7 regions and 10 countries covered:
– World, Europe, EU5, Asia-Pacific, Middle East & Africa, North America, Latin America
– China, France, Germany, India, Italy, Japan, South Korea, Spain, United Kingdom, USA

Focus on the principal Internet players: Alibaba, Amazon, Apple, Baidu, Facebook, Google, Microsoft, Tencent, including their revenues and platform strategies.

Main OTT market trends and dynamics are also provided, including the key players, competition levels and IDATE’s perspectives and outlook.

Table of contents

1. Executive Summary
1.1. World OTT market revenue by 2026
1.2. Public cloud, OTT market’s main growth driver
1.3. Diversification of major OTTs (GAFAM version)
1.4. Major OTTs’ diversification (BAT version)
1.5. Some OTT services are more reliant on personal data than others

2. Market Analysis and Key Internet Trends
2.1. The outbreak of pandemic lead the growth of social network market
2.2. GAFAM and BAT
2.3. Covid has few impact on GAFAM’s M&A activities

3. Focus on Internet players: GAFAM & BAT – Focus GAFA
3.1. Tech giants business soared amid the pandemic
3.2. Alphabet
3.3. Meta
3.4. Amazon
3.5. Apple

4. Focus on Internet players – Comparing GAFAM and BAT
4.1. Meta, Google & Baidu – Dependence on advertising evolving differently
4.2. Apple & Microsoft – Majority of sales through their core business
4.3. Facebook & Tencent– Social media leaders with different revenue patterns
4.4. Amazon & Alibaba – e-commerce continues to dominate their revenue sources

5. Online advertising
5.1. Online advertising will maintain steady growth
5.2. Google dominates the global search engine market, but not in all regions

6. Cloud
6.1. Cloud market growth
6.2. Some big names battling for top spot, leaving the rest behind

7. Communication
7.1. Communication services will grow, but revenue generation moderate
7.2. Workplace collaborative communication applications

8. E-Commerce
8.1. E-commerce market continues the strong growth
8.2. Localisation particularly important in e-commerce

9. Social media
9.1. Social media will continue to see diversified models depending on region
9.2. Facebook reigns supreme, with some local variants

10. OTT video
10.1 OTT video to continue its US-lead growth
10.2. A small handful of players dominate the OTT market

11. Mobile applications
11.1. Paid mobile apps dominated by APAC revenue generation
11.2. Free and in-app models dominate the popular apps

12. Online gaming
12.1. Online gaming market is dominated by APAC revenue generation
12.2. Importance of online gaming market in Asia

DataSet Scope

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Access indicators
• Internet subscribers (millions)
• Fixed Internet users (millions)
• Mobile subscribers (millions)
• Mobile Internet users (millions)

Online advertising revenues (million EUR)
• Online advertising revenues (million EUR)
• Display revenues (million EUR)
• of which programmatic revenues (million EUR)
• Search revenues (million EUR)
• Other online advertising revenues (million EUR)

Social Networks
• Total social networks revenues (million EUR)
• Social networks paid revenues (million EUR)
• Social networks advertising revenues (million EUR)

• Total mobile revenues (million EUR)
• Paid mobile application revenues (million EUR)
• Mobile advertising revenues (million EUR)

OTT on demand video
• Total OTT on demand video revenues (million EUR)
• OTT video paid revenues (million EUR)
• OTT video advertising revenues (million EUR)

OTT Communication
• OTT communication revenues (million EUR)

• Cloud revenues (million EUR)

• E-commerce revenues (million EUR)
• of which M-commerce revenues (million EUR)

Online gaming
• Online gaming revenues (million EUR)

• Population (millions)

Geographic area

  • China
  • India
  • Japan
  • South Korea
EU5 Europe
  • France
  • Germany
  • Italy
  • Spain
  • United Kingdom
Latin America Middle East & Africa North America
  • United States


  • Alibaba
  • Amazon
  • Apple
  • Baidu
  • Facebook
  • Google
  • Microsoft
  • Tencent

Other details

  • Reference: M00072MRA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: English
  • Tags: advertising market, cloud, digital contents, display, E-Commerce, GAFAM, Internet access, Internet players, Internet service, Internet subscribers, Internet usage, mobile Internet users, mobile service, Mobile subscribers, online advertising, online games, online gaming, OTT, OTT communication, OTT on demand video, search, social networks, Video

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