Over-the-Air (OTA) Transmission Platform Market

Market Overview

The global over-the-air (OTA) transmission platform market size was valued at USD 105.12 million in 2022. It is projected to reach USD 140.23 million by 2031, registering a CAGR of 3.21% during the forecast period (2023-2031). The increased need for improved channel presentation and operational efficiency in communication and content delivery primarily drives market growth.

Over-the-air transmission is a form of wireless communication utilized within the broadcasting sector. The broadcasting sector is currently undergoing substantial growth due to advancements in technology. As a result, service providers and broadcasters are compelled to embrace innovative transmission systems. Moreover, the Over-the-air (OTA) transmission technique is predominantly utilized in radio and television platforms for the wireless dissemination of channels.

Market Dynamics

Global Over-the-Air (OTA) Transmission Platform Market Drivers

Increasing Demand for Enhanced Picture Quality and Wireless Transmission Platforms

Over-the-air (OTA) transmission platform is a wireless medium broadly used in the transmission and broadcast industry. Television and radio are the major platforms that use Over-the-air (OTA) transmission systems to broadcast channels wirelessly. The increase in online streaming channels and on-demand content services is a key factor that fuels the demand for over-the-air (OTA) transmission platforms. In addition, customer demand for superior picture quality content such as 4K and HD drives the demand for over-the-air (OTA) transmission platforms among service providers. Moreover, with the rise in the need to provide better services to consumers, Over-the-air (OTA) transmission substantially contributes toward the growth of the global market.

Rising Need for Enhanced Channel Presentation and Operations Efficiency

Over the past few years, the broadcasting industry has experienced many changes in transmission technology. On the other hand, the radio industry has lagged in digitizing its transmission technology. However, with the emergence of the Internet of Things (IoT), the radio and television broadcasting industries are undergoing numerous changes and are expected to experience positive business growth. Moreover, the surge in the need for enhanced channel presentation and operational efficiency in communication and content transmission are the major factors driving the market growth.

Global Over-the-Air (OTA) Transmission Platform Market Restraint

Lack of Sufficient OTA Infrastructure

The over-the-air transmission platform is gaining traction, and the market is expected to experience considerable growth in forthcoming years due to the increase in the trend of on-demand content services and the rise in penetration of mobile devices. However, the presence of conventional transmission infrastructure in developing and some of the underdeveloped countries in Asia-Pacific and LAMEA restrains the market's growth. Moreover, the market growth is hindered by reduced expenditure on communication and transmission infrastructure, as well as a deficiency in technological adoption.

Global Over-the-Air (OTA) Transmission Platform Market Opportunities

Advent of ATSC 3.0 Standards

Advanced Television Systems Committee (ATSC) is a global non-profit group that comprises experts, regulators, electronics manufacturers, media agencies, and broadcasters. The ATSC standard encompasses the implementation of standards governing the transmission of digital television content across cable, terrestrial, and satellite or wireless networks. Thus, the introduction of ATSC 3.0 is expected to improve Over-the-air (OTA) transmission, presenting potential opportunities for the market in the foreseeable future.

Moreover, the ATSC 3.0 supports high-efficiency video coding, enabling less consumption of bits and broadcasting more video data. The reception signals for channels can also be enhanced, which is expected to improve the viewer experience further. Hence, all these factors collectively are expected to provide remunerative opportunities for market expansion in the forthcoming years.

Regional Analysis

North America Dominates the Global Market

Region-wise, the global over-the-air (OTA) transmission platform market is segmented into Europe, North America, Asia-Pacific, and LAMEA. 

North America is the most significant global over-the-air (OTA) transmission platform market shareholder and is estimated to exhibit a CAGR of 1.3% during the projected period. North America's global over-the-air (OTA) transmission platform market is analyzed across the U.S. and Canada. The increase in the government's involvement in digitizing television broadcasting and radio signals is fueling the market growth for over-the-air (OTA) transmission in this region. For instance, in October 2019, the Federal Communications Commission (FCC) permitted digital broadcasting for U.S. radio stations. Moreover, the rise in IT investments in the broadcasting industry will offer major growth opportunities for over-the-air (OTA) transmission platform vendors in North America.

Europe is expected to exhibit a CAGR of 2.7% during the forecast period. The global over-the-air (OTA) transmission platform market in Europe is analyzed across the UK, Germany, France, Spain, and the rest of Europe. Increased initiatives for digitizing television and video broadcasting are the key factor fueling the adoption of Over-the-air (OTA) transmission platforms in this region. For example, in Europe, the Digital Video Broadcasting (DVB) industry association develops interoperable standards for digital television broadcasting. Moreover, the emergence of 5G technology will offer lucrative opportunities for this region's Over-the-air (OTA) transmission market growth. For example, 5G would support 4K, new video standards, and multiple content streams.

In Asia-Pacific, the global over-the-air (OTA) transmission platform market is analyzed across China, Japan, India, Australia, and the rest of Asia-Pacific. The advent of ATSC 3.0 standards is the major factor anticipated to drive market growth in this region. For instance, following LG Electronics, Samsung introduced an ATSC 3.0 capable 4K television last year in South Korea. Moreover, the increase in agreement and partnership among telecom operators to build wireless network architecture is one of the primary reasons fueling the market growth in this region. For instance, SK Telecom, a South Korean wireless telecom company, partnered with Sinclair Broadcast Group, a U.S. telecommunications company, to build ATSC 3.0 platform capable wireless network architecture. All these factors collectively fuel the market growth in this region.

In LAMEA, the global over-the-air (OTA) transmission platform market is analyzed across Latin America and the Middle East and Africa. The increase in the need to reduce costs related to transmission architecture is the major factor fueling the demand for the over-the-air (OTA) transmission market in this region. Moreover, the implication of Advanced Television Systems Committee (ATSC) standards is fueling the market growth in this region. The increasing prevalence of Internet of Things devices also contributes to the heightened need for over-the-air (OTA) transmission. Moreover, the introduction of ATSC 3.0 is expected to stimulate the need for over-the-air (OTA) transmission platforms in the forthcoming years inside this particular area.

Segmental Analysis

The global over-the-air (OTA) transmission platform market is segmented into components and platform types. 

By component, the global over-the-air (OTA) transmission platform market is bifurcated into platforms and services. 

The platform segment dominates the global market and is predicted to exhibit a CAGR of 2.5% during the forecast period. Over-the-air (OTA) transmission involves numerous platforms such as television, radio, mobile, and streaming devices. The shift toward digital broadcasting is the major factor driving the demand for over-the-air transmission platforms. These transmission platforms offer free TV through a digital antenna, providing HD quality free channels. Moreover, many households are receiving transmission through over-the-air for their televisions. In addition, the increase in the penetration of smartphones is a major factor fueling the demand for over-the-air (OTA) transmission platforms globally. Moreover, the rise in the trend of online streaming devices drives the adoption of Over-the-air (OTA) transmission platforms, thereby augmenting the growth of the global market.

OTA transmission services comprise numerous services such as consulting, technology advisory, development, integration, and testing services. Over time, there has been an increase in the adoption of over-the-air (OTA) transmission services among end users, as it ensures the effective functioning of over-the-air (OTA) transmission platforms throughout the process. Moreover, over-the-air (OTA) transmission services help users install OTA platforms and provide post-installation maintenance and support. Similarly, the surge in demand for over-the-air products such as over-the-air DVRs and streaming sticks is a key factor fueling the demand for over-the-air transmission platform services. The increase in the need to simplify the modern OTA entertainment experience for customers drives the demand for these services, thus fueling the growth of the global market.

Depending on platform type, the global over-the-air (OTA) transmission platform market is segregated into television, radio, mobile, streaming devices, supply chain management, and others. 

The radio segment owns the highest market share and is predicted to exhibit a CAGR of 1.71% during the forecast period. The transition from analog to digital television occurred swiftly. However, the radio sector saw a slow uptake in the use of digitization. The advent of the Internet of Things (IoT) has changed consumer preferences as individuals have transitioned from radios to smartphones and other interconnected gadgets. On the contrary, with the advent of over-the-air transmission, the radio platform is anticipated to see major adoption in the upcoming years. An increase in government intervention in digitizing radio signals and broadcasting is fueling the market growth for OTA transmission. For instance, in October 2019, the Federal Communications Commission (FCC) permitted digital broadcasting for U.S. radio stations.

In upcoming years, FM and AM radio stations across the U.S. are expected to start digital signal broadcasting along with their analog signals. Moreover, according to iBiquity, a digital corporation, a few stations in Birmingham and New York have already started broadcasting digital signals, and presently, over 130 stations have the license to broadcast digital signals. Thus, all these factors fuel this segment's demand for over-the-air (OTA) transmission.

Television broadcasting has witnessed considerable changes since the last decade, from antenna-based to wireless/over-the-air transmission. Moreover, the Advanced Television Systems Committee (ATSC) has set several standards for television broadcasting under ATSC 1.0 and ATSC 2.0 for the past several years. The increase in demand for internet-connected televisions is fueling the segment's market growth. Moreover, the hybrid combination of over-the-top (OTP) and over-the-air (OTA) is anticipated to create opportunities for the Over-the-air (OTA) transmission market in the upcoming years. In addition, the advent of Advanced Television Systems Committee (ATSC) 3.0 standards is anticipated to transform television broadcasting, which will fuel market growth in upcoming years.

Recent Developments

• January 2023- Sibros and Marelli entered into a collaborative partnership aimed at integrating cutting-edge over-the-air solutions into the cockpit of forthcoming advanced vehicles.