Summary
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 2010 to 2021.
Markets covered: Internet access and usage – search – social – mobile – video – e-commerce – m-commerce – communication – cloud – digital contents – online games.
These markets are also dissected from a business model angle, to include both paid revenues and advertising revenues from display formats including RTB
7 regions and 15 countries covered: World, Europe, EU5, Latin America, Asia-Pacific; Middle East & Africa, North America, USA, Canada, France, Germany, Italy, Spain, United Kingdom, Russia, Switzerland, Turkey, China, India, Japan, South Korea, South Africa, Brazil
The total telco services market is also provided as a means of comparison with the OTT services market
Focus on the principal Internet players: GAFAM (Google, Amazon, Facebook, Apple, Microsoft) and BAT (Baidu, Alibaba, 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 above 730 billion EUR by 2021: a CAGR 2017-21 of 11.4%
1.2. OTT markets start to mature with leaders getting established
1.3. Diversification of major OTTs (GAFAM version); different assets, same goals
1.4. Diversification of major OTTs (BAT version); different assets, same goals
1.5. Collection of personal data is important to all OTTs – some more than others
2. Market analysis
2.1. Internet service revenues per user strongly linked to the advertising market
2.2. Mobile revenues increasingly critical for most players
2.3. Both GAFAM and BAT show positive KPI trends: other OTTs remain volatile
2.4. Focus on mobile: Free and in-app models dominate the popular apps
2.5. Advertising: Google dominates overall but Facebook catching up in mobile
3. Key Internet trends
3.1. Internet giants commonly use mergers & acquisitions to diversify
3.2. OTT services increasingly diversifying into Internet of Things (IoT)
3.3. Artificial Intelligence (AI) is becoming next new battlefield for OTT giants
3.4. Amazon has shifted the food delivery market into the centre spotlight
3.5. Regulating the Internet players is an increasing reality
4. Focus on Internet players: GAFAM & BAT
4.1. Google & Facebook: the Kings of advertising can’t live without it
4.2. Apple & Microsoft: majority of sales through core business
4.3. Amazon.com: net income keeps growing, despite low ratio over revenue
4.4. Among the BAT group, Tencent is leading player in diversification strategies
List of tables and figures
1. Executive summary
Figure 1: World OTT services market, 2012-2021
Figure 2: Breakdown of OTT paid service revenues, 2017 and 2021
Figure 3: Breakdown of ad-funded service revenues, 2017 and 2021
Figure 4: OTT markets by segment in 2021
Figure 5: Major OTTs are diversifying into various service domains
Figure 6: BAT too is diversifying into various service domains
Figure 7: Various degrees of personal data use for OTT players
2. Market analysis
Figure 8: Estimated annual per-user Internet service revenue of OTT leaders, worldwide, 2011 to 2016
Figure 9: Share of revenues generated through mobile services of OTT leaders, 2013-2016
Figure 10: Summary of OTT KPI evolution and financings
Figure 11: Top smartphone apps in USA, 2016
Figure 12: Breakdown of worldwide mobile apps store revenue format breakdown, 2012-2021
Figure 13: Player shares of online advertising revenue, 2016
Figure 14: Player shares of mobile advertising revenue, 2016
3. Key Internet trends
Figure 15: High-profile technology acquisitions
Figure 16: Large OTT mergers & acquisitions in 2016 and 2017
Figure 17: Main Apple activities in IoT markets
Figure 18: Amazon smart home offering
Figure 19: Top-ranked segments for driving acquisitions in 2017
Figure 20: Major acquisitions in AI and machine-learning technologies by OTT giants
Figure 21: Initial financings and subsequent ‘untimely exits’ in the food delivery market
Figure 22: State of advancement of regulation and/or debate
4. Focus on Internet players: GAFAM & BAT
Figure 23: Ad revenue and its share in total revenue of Google and Facebook, 2010-2016
Figure 24: Breakdown of net sales of Apple and Microsoft, 2014-2015
Figure 25: Amazon net income and free cash flow, 2012-2016
Figure 26: Amazon net sales breakdown, 2014-2016
Figure 27: Amazon’s quaterly operating profit
Figure 28: Revenues breakdown of Tencent, Alibaba and Baidu, 2014-2016
DataSet Scope
Geographic coverage
Europe
• France
• Germany
• Italy
• Russia
• Spain
• Switzerland
• Turkey
• United Kingdom
Americas
• Canada
• United States
• Brazil
Asia-Pacific
• China
• India
• Japan
• South Korea
Middle East & Africa
• South Africa
Indicators by country
Access indicators
• Internet subscribers (millions)
– Internet density
• Fixed Internet users (millions)
– Fixed Internet penetration
• Mobile subscribers (millions)
– Mobile density
• Mobile Internet users (millions)
– Mobile Internet penetration
Online advertising revenues
• Annual growth rate
• Display revenues (million EUR)
– Of which RTB 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)
Mobile
• 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
• Cloud revenues (million EUR)
E-commerce
• E-commerce revenues (million EUR)
– Of which M-commerce revenues (million EUR)
– Share of M-commerce
Online gaming
• Online gaming revenues (million EUR)
Population
Geographic area
- China
- India
- Japan
- South Korea
- France
- Germany
- Italy
- Russia
- Spain
- Switzerland
- Turkey
- United Kingdom
- Brazil
- South Africa
- Canada
- United States
Players
- Alibaba
- Amazon
- Apple
- Baidu
- Microsoft
- Tencent
Other details
- Reference:
- Delivery: on the DigiWorld Interactive platform
- Languages available: English
- Tags: advertising market, cloud, Communication, digital contents, e-Commerce, GAFAM, Internet players, Internet service, mobile service, online games, OTT, personal data, search, social network
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