Hybrid TV And Over The Top TV Market By Application, By Distribution Channel, By Geography — Global Industry Analysis, Growth, Share, Size, Trends, And Forecast 2019–2026

The Global Hybrid TV and Over the TOP TV Market is valued to reach USD 127 Billion by 2026, and is expected to exhibit a healthy CAGR of 14.2% over forecast period 2020–2026. Key growth drivers such as advances in internet penetration, convergence of linear TV with internet connectivity and continuous advances in TV Enabled Devices are propelling the market growth.

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Commercially, TV channels are gaining a wide attention as the services have specifically become user oriented and impart a high entertainment value to users. For instance, internet based TV market is poised for a robust market share as the segment witness an increase in use of internet for entertainment, watching series and paid subscriptions. Secondly, vendors have been emphasizing upon offering high-performance secure networks and interactive sessions. Demand for online streaming services, pay-per-view and personalized content is ruling the roost.

As compared with conventional patterns of TV consumption, IPTV has far more reaching effects such as high penetration, end-user reliability and speedy network. Scalability and integration are major features of IPTV wherein the complexity can be minimized by employing a security client that can be unified with a chipset to comply with hardware and software modules. At present, several operators are empowering their existing OTT platforms to maintain a high competitive edge and value addition services. This has ultimately resulted in content protection systems and service delivery modules. From the regulatory point of view, operators are needed to distribute linear and non-linear content across a variety of networks that require digital rights management (DRM) technology. Therefore, using two or more separate DRM techniques require various sets of security certifications and headend servers.

Hybrid TV and Over the Top TV Market Trends, Drivers and Opportunities:

Hybrid TV and OTT market is highly driven by consumer shift from traditional TV viewership to paid subscription models. In addition, demand for good quality content is likely to have a significant impact on the market developments such as automated TV models that adjust according to user preference and demand for converged TV services. Rise in competition and growth in number of service providers is likely to trigger the market growth during the forecast period. Significant demand for SVoD (subscription video on demand) helps the market gain significant attention in the near future. In addition, the pay-TV models are gaining a significant trend thanks to high consumer demand and added innovation. However, rise in competition among service providers and other challenges such as marketing budgets are likely to prevail as constraints in the global market.