Published by IMARC Services Private Limited
Posted on September 23, 2021
4 min readLast updated: February 2, 2026
The global OTT market is projected to grow at a 19% CAGR from 2021-2026, driven by AI integration and increased internet penetration.
According to the latest report by IMARC Group, titled “Over the Top Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2021-2026”, the global Over the Top (OTT) market exhibited strong growth during 2015-2020. Looking forward, IMARC Group expects the global Over the Top (OTT) market to grow at a CAGR of around 19% during 2021-2026. Over the top (OTT) refers to the media service that delivers audio, video and digital media content over the internet. This content gets streamed over various electronic devices, such as smart televisions, smartphones and other connected devices, without the need of a multi-system operator for the distribution. This service facilitates unlimited data streaming and allows the viewers to access content as per their convenience. Besides this, OTT is also used for watching educational channels and advertising and streaming music and live broadcasting.
We are regularly tracking the direct effect of COVID-19 on the market, along with the indirect influence of associated industries. These observations will be integrated into the report.
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Market Trends:
The growing media and entertainment sector, along with the increasing sales of smart computing devices across the world, is primarily impelling the growth of the market. Compared to the traditionally used cables and satellite television sets, OTT media services offer higher portability, accessibility, convenience, and connectivity. Furthermore, the integration of artificial intelligence (AI) with OTT media services to analyze users’ preferences and offer them customized content is also providing a thrust to the market growth. Additionally, significant improvements in the communication infrastructure and increasing penetration of high-speed internet globally are further catalyzing the market growth. Numerous other factors, including rapid urbanization, elevating consumer disposable incomes and increasing internet penetration, are expected to drive the market for OTT services in the coming years.
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Key Market Segmentation:
Competitive Landscape:
The competitive landscape of the market has been studied in the report with the detailed profiles of the key players operating in the market.
Some of these key players include:
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Key highlights of the Report:
Note: If you need specific information that is not currently within the scope of the report, we can provide it to you as a part of the customization.
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The article discusses the growth and trends in the global OTT market from 2021 to 2026.
How is AI impacting the OTT market? AI is used to customize content based on user preferences.
What are the key drivers for OTT market growth? Increased internet penetration and smart device sales.
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