Report Overview

Juniper Research’s OTT TV & Video Streaming research is a comprehensive evaluation of the business models, player strategies and macro trends affecting the video streaming industry. It analyses a range of strategies for service providers, network operators and advertisers in this vital digital market.

This report provides extensive forecasts and analysis of the future outlook for this industry; examining the factors that will alter the course of this industry going forward, as well as showcasing key strategies for players in the ecosystem to drive up their engagement and revenue.

The research includes:
  • Market Trends & Opportunities (PDF)
  • 5-Year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 months' Access to harvest Online Data Platform
Key Market Statistics
Market size in 2020: $224.6bn
Market size in 2025: $395.8bn
2020 to 2025 CAGR: 12.00%

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Key Features

  • Market Landscape: In-depth analysis of OTT TV business models; exploring how providers are reacting to changes in viewing preferences in this fast-moving market.
  • Competitive Player Assessment: Provides insight on the strategic direction and future prospects of 15 core and emerging streaming service providers:
    • Amazon Prime Video
    • Apple TV +
    • BBC
    • Bilibili
    • Crunchyroll
    • Disney+
    • ESPN
    • HBO
    • Hulu
    • Microsoft
    • Netflix
    • Tubi
    • Youku
    • YouTube
    • Zhanqi
  • Market Dynamics & Business Models: Strategic analysis of the business models and major trends in the OTT TV market, including:
    • The impact of 5G on the streaming space
    • The role of TikTok and other forms of social video
  • Benchmark Industry Forecasts: Includes forecasts for OTT TV revenue and advertising spend, split by country, by region, streaming device and monetisation type:
    • SVoD
    • TVoD
    • AVoD

Key Questions Answered

  • What space is there for specialist streaming companies in the market?
  • What challenges are there for bringing new streaming content and models to market?
  • What are the most lucrative revenue models for digital streaming content?
  • How are consumption patterns changing the way digital content is produced and distributed?
  • What role do other digital companies have to play in this ecosystem?

Companies Referenced

Case Studied: Crunchyroll, Paramount, Quibi, Walt Disney Company
Included in Juniper Research Leaderboard: Amazon, BBC, HBO, Hulu, ESPN, Tubi, Youku, YouTube, Zhanqi
Mentioned: 20th Century Studios, ABC, Airtel, Alibaba Group, Apester, Apple, AT&T, Bilibili, ByteDance, Brightcove, British Telecom, Canal Plus, CBS, Comcast, Deutsche Telecom, Dialog, Docomo Digital, English Premier League, European Commission, Facebook, Federal Communications Commission, Fox Corp, Goldman Sachs, HBO, iflix, JPMorgan Chase, KDDI, Kocowa, Liberty Global/Virgin Media, Lionsgate, Lucasfilm, Marvel, Mastercard, MGM, National Geographic, NBC, National Basketball Association, Netflix, NFL, O2, Ofcom, Orange Spain, Otter Media, PayPal, PayTV, Peacock and NBC Digital Enterprises, Pixar, Roku, Samsung, Shudder, Sky, Sony Pictures, Star India, Tata Sky, Telecom Italia, Telefónica, Tencent, Time Warner, Twitter, Universal, Verizon, Viacom, Visa, Vodafone, WarnerMedia, Wedbush, Zain

Data & Interactive Forecast

Juniper Research’s OTT TV & Video forecast suite includes:
  • Sector splits for the following OTT content types:
    • AVOD
    • SVOD
    • TVOD
    • IPTV
  • Device splits for the following devices:
    • Connected TV
    • Desktop
    • Tablets
    • Smartphones
  • 4K content and revenue splits by device
  • Data usage forecasts by device
  • Interactive Scenario Tool allowing users to manipulate Juniper Research’s data for 10 different metrics.
  • Access to the full set of forecast data of 274 tables and more than 69,000 datapoints.

Geographical splits: 26 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

Forecast Summary

We expect there to be 273 million users of hybrid OTT TV subscription services in 2025, up from an expected 115 million in 2020.
  • We expect hybrid services, which SVoD is combined with some level of advertising, to make up 15% of SVoD subscriptions globally by 2025, as the US expands is services in this area. We only expect these to exist in very specific markets, typically where it can function as an addition to other services. This is particularly the case in Europe, where several broadcasters provide these services by offering VoD services combined with ad-supported live sports broadcasts.
  • SVoD will make up the bulk of the market value of OTT video content over the next five years; supplemented by a portion of ad-supported content. However, we expect this latter portion of value to be constrained to specific markets and not exceed $2 billion during the forecast period, and so the bulk of revenue will remain tied to subscriptions.

OTT TV & Video Streaming Reports


Full Research Suite

  • Market trends, strategies and forecasts report (pdf)
  • Market data & forecasts - All topic data and interactivity (xls)
  • harvest market data platform (12 months’ online access) - find out more

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Dec 2020




Research FAQs

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Research Details

Juniper Research
Nicholas Hunt, James Moar
Content & Digital Media
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Australia, Brazil, Canada, Croatia, Denmark, France, Germany, India, Italy, Japan, South Korea, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, UK, USA