Research Methodology – Over-the-Top (OTT) Market
At Straits Research, we adopt a rigorous 360° research approach that integrates both primary and secondary research methodologies. This ensures accuracy, reliability, and actionable insights for stakeholders. Our methodology for the Over-the-Top (OTT) Market comprises the following key stages:
Market Indicator & Macro-Factor Analysis
Our baseline thesis for the Over-the-Top (OTT) Market is developed by integrating key market indicators and macroeconomic variables. These include:
1 Factors considered while calculating market size and share
- Number of OTT service providers in the market
- The pricing strategies of each OTT service
- Total number of subscriber for each OTT service
- Regional Market size and analysis
- The capacity of OTT platform to attract advertisers
- Content library, including exclusives and originals
- Technology and infrastructure used by the OTT platforms
- Market Competition & Concentration Rate
- Growth rate and market trends
2 Key Market Indicators
- The total number of subscribers for each OTT platform
- The average revenue per user (ARPU)
- The geographic distribution of subscribers
- Churn Rate (the percentage of subscribers who discontinue their subscriptions within a given time period)
- The penetration of broadband internet which impacts OTT access
- Device usage â e.g., smartphones, tablets, desktops, smart TVs
- Investment in content creation
3 Growth Trends
- The rise in internet penetration and data consumption
- Increased adoption of mobile devices for viewing OTT content
- Growth in demand for original and exclusive content
- Expanding investments in AI and machine learning to curate personalized content
- Increase in partnerships between OTT providers and telecom providers
- Increasing demand for language localization
- Adoption of blockchain technology for secure payments and content protection
Secondary Research
Our secondary research forms the foundation of market understanding and scope definition. We collect and analyze information from multiple reliable sources to map the overall ecosystem of the Over-the-Top (OTT) Market. Key inputs include:
- Annual reports, investor presentations, SEC filings
- Company press releases and product launch announcements
- Public executive interviews and earnings calls
- Strategy briefings and M&A updates
- Country-level industry associations and trade bodies
- Government dossiers, policy frameworks, and official releases
- Whitepapers, working papers, and public R&D initiatives
- Relevant Associations for the Over-the-Top (OTT) Market
- Broker reports and financial analyst coverage
- Paid databases (Hoovers, Factiva, Refinitiv, Reuters, Statista, etc.)
- Import/export trade data and tariff databases
- Sector-specific journals, magazines, and news portals
- Global macroeconomic indicators and their cascading effect on the industry
- Demand–supply outlook and value chain analysis
- Consumer behaviour, adoption rates, and commercialization trends
Primary Research
To validate and enrich our secondary findings, we conduct extensive primary research with industry stakeholders across the value chain. This ensures we capture both qualitative insights and quantitative validation. Our primary research includes:
- Key Opinion Leader (KOL) Engagements
- Structured interviews with executives, product managers, and domain experts
- Paid and barter-based interviews across manufacturers, distributors, and end-users
- Discussions with stakeholders to validate demand-supply gaps
- Group discussions on emerging technologies, regulatory shifts, and adoption barriers
- Cross-verification of market sizing and forecasts with industry insiders
- Capturing business perspectives on growth opportunities and restraints
Data Triangulation & Forecasting
The final step of our research involves data triangulation ensuring accuracy through cross-verification of:
- Demand-side analysis (consumption patterns, adoption trends, customer spending)
- Supply-side analysis (production, capacity, distribution, and market availability)
- Macroeconomic & microeconomic impact factors
- Time-series analysis
- Regression and correlation studies
- Baseline modeling
- Expert validation at each stage
Outcome
The outcome is a comprehensive and validated market model that captures:
- Market sizing (historical, current, forecast)
- Growth drivers and restraints
- Opportunity mapping and investment hotspots
- Competitive positioning and strategic insights
Available for purchase with detailed segment data, forecasts, and regional insights.
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