The Hybrid TV and Over the TOP TV Market are expected to grow from USD 59.67 Billion in 2020 to USD 168.81 Billion by 2028, at a CAGR of 14%. Ubiquity of viewing on demand and convergence of linear TV with internet connectivity has led to significant advances in hybrid TV and in the Top (OTT) TV market in conjunction with advances in internet penetration, hybrid TV and the top (OTT) TV market are considered to be the main growth enablers.

Continuous advances in TV Enabled Devices Steers growth in the market for hybrid and OTT TV.

Availability of substitute services of OTT services like video streaming by telecom operators, unlimited voice services with the advent of VoLTE technology, etc. as well as low awareness pertaining to the benefits provided by OTT services are expected to restrict the growth of OTT market.

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Further key findings from the report suggest

  • The Hybrid TV and Over the TOP TV are expected to grow from USD 59.67 Billion in 2020 to USD 168.81 Billion by 2028, at a CAGR of 14%. Ubiquity of viewing on demand and convergence of linear TV with internet connectivity has led to significant advances in hybrid TV and in the Top (OTT) TV market in conjunction with advances in internet penetration, hybrid TV and the top (OTT) TV market are considered to be the main growth enablers.
  • On the basis of deployment, the On-Premise based deployment of Hybrid TV and OTT TV is expected to have a larger share with a market size of USD 18.4 billion 2020 and is projected to maintain its dominance as compared to cloud deployment, however due to the high rate of adoption of cloud technologies, the latter deployment model is expected to exceed during the forecast period.
  • In addition, main players aim to provide convenient and easily accessible platforms due to the increase in mobile workforce and the number of smartphone users.
  • On the basis of revenue model, the subscription based model is expected to grow the highest during the forecast period. Hybrid TV and OTT TV subscription accounts have seen high growth with increasing internet penetration and smartphone proliferation.
  • North America holds the largest market share with market revenue of USD 15.60 billion and would continue with its dominance during the forecast period owing to the immense adoption of over-the-top services in this region. The large presence of tech - savvy people, deeper internet penetration and increased connectivity has increased the use of hybrid and OTT TV. The presence of most TV analytics vendors and the widespread awareness of these solutions would remain the region's largest market share during the forecast period.
  • The significant players in the market are Hisense Group (China), Apple (US), Hitachi (Japan), Koninklijke Philips N.V. (Netherlands), Lenovo Group Ltd., (Hong Kong), LG Electronics Inc. (south Korea), Sharp Corporation (Japan), Panasonic (Japan), Samsung Electronics (South Korea) , Mitsubishi Electric (Japan), Sony Corporation (Japan), and ZTE Corporation (China) and among others.

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Report Overview:

Deployment (Revenue, USD Million; 2020–2028)

  • Cloud
  • On-Premise

Revenue Model (Revenue, USD Million; 2020–2028)

  • Subscription
  • Procurement
  • Rental
  • Advertisement

Regional analysis covers:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Russia
    • U.K.
    • Germany
    • France
    • BENELUX
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Rest of APAC
  • Latin America
    • Brazil
    • Rest of LATAM
  • Middle East & Africa
    • Saudi Arabia
    • U.A.E.
    • Israel
    • Rest of MEA

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