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2020

OTA Transmission Platform Market

OTA Transmission Platform Market Size, Share, Competitive Landscape and Trend Analysis Report by Component (Platform and Services) and Platform Type (Television, Radio, Mobile, and Streaming Devices): Global Opportunity Analysis and Industry Forecast, 2018-2026

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Author's: Rachita Rake | Vineet Kumar
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OTA Transmission Platform Market Statistics - 2026

The global OTA transmission platform market size was valued at $92.50 million in 2018, and is projected to reach $121.54 million by 2026, registering a CAGR of 3.4% from 2019 to 2026. North America dominated the global market in 2018 and is expected to remain dominant during the forecast period due to presence of major market players and on-going developments in OTA transmission platforms. Also, increase in involvement of government for digitization of television broadcasting and radio signals is also the key factor that is expected to fuel the market growth in this region in the upcoming years. On the contrary, the Asia-Pacific region is anticipated to garner the highest growth rate in the forthcoming years.

Over the past few years, the broadcasting industry has experienced a lot of changes in terms of transmission technology. Over-the-Air (OTA) transmission is also one of the new technology platform for broadcast industry. The advent of 5G technology and increase in trend of online/on-demand content services are anticipated to boost the broadcasting industry revenue in the upcoming years. Thus, the over the air service providers are seeking major opportunities in these emerging technologies; and therefore, investing in digitization of their existing transmission platforms.

OTA Transmission Platform Market Infographics

By component, the platform segment garnered major OTA transmission platform market share in 2018 and is expected to remain dominant during the forecast period. The growth of this segment is mainly attributed to the increase in penetration of smartphones. The rise in trend of online streaming devices also drives the adoption of OTA transmission platform. Further, the services segment is expected to exhibit highest growth rate throughout the forecast period.

OTA Transmission Platform Market
By Component
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Services would exhibit the highest CAGR of 4.7% during 2019-2026.

The report focuses on the growth prospects, restraints, and trends of the OTA transmission platform market analysis. The study provides Porter’s five forces analysis to understand the impact of various factors such as bargaining power of suppliers, competitive intensity of competitors, threat of new entrants, threat of substitutes, and bargaining power of buyers on the global market.

OTA Transmission Platform Market
By Platform Type
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Mobile would exhibit the highest CAGR of 6.0% during 2019-2026.

Segment Review

The global OTA transmission platform market is segmented on the basis of component, platform type, and region. By component, the market is bifurcated into platform and services. By platform type, it is divided into television, radio, mobile, streaming devices, supply chain management, and others. By region, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.

OTA Transmission Platform Market
By Region
2026
North America 
Europe
Asia-Pacific
LAMEA

Asia-Pacific would exhibit the highest CAGR 6.6% during 2019-2026.

The OTA transmission platform market is dominated by the global players such as AirTV L.L.C, Channel Master, GatesAir Inc., Gemalto NV, Harmonic Inc., LG Electronics Inc., One Media 3.0 LLC, Sinclair Broadcast Group Inc., SK Telecom Co. Ltd., and TiVo Corporation.

Top Impacting Factors

Current and future OTA transmission platform market trends are outlined to determine the overall attractiveness of the market. Top impacting factors highlight the market opportunity during the forecast period. Increase in demand for better picture quality and wireless transmission platforms is the key factor that drives the market growth for OTA transmission platform industry. In addition, rise in need for enhanced channel presentation and operations efficiency is also expected to boost the market growth. However, lack of sufficient OTA infrastructure is expected to impede the market growth during the forecast period. Furthermore, increase in R&D spending and IT investment in broadcasting industry is expected to provide major growth opportunities for the market in the upcoming years. Also, advent of Advanced Television Systems Committee (ATSC) 3.0 standards is also anticipated to be opportunistic for the OTA transmission platform market growth in the forthcoming years.

Increase in demand for better picture quality and wireless transmission platforms

Over-the-Air (OTA) transmission platform is a wireless platform that is broadly used in the transmission and broadcast industry. Television and radio are the major platforms that use OTA transmission platform to broadcast channels wirelessly. Moreover, increase in trend of streaming channels online and on-demand content services fuels the demand for Over-the-Air (OTA) transmission platform. In addition, increase in demand from customers for better picture quality content, such as 4K and HD drives the demand for OTA transmission platform among service providers. Furthermore, increase in need to provide better services to consumers is also the one of the key factors that fuel the demand for OTA transmission among OTA service providers.

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. Under the ATSC standard, there have been some regulations set for broadcasting of digital television content over the cable, terrestrial, and satellite or wireless networks. However, with the advent of ATSC 3.0 the OTA transmission is anticipated to get enhanced, which is anticipated to be opportunistic for the market in the upcoming years. Moreover, the ATSC 3.0 is expected to support high efficiency video coding, which enables less consumption of bits along with broadcasting of more video data. In addition, the reception signals for channels would be enhanced, which further improves the viewer experience. Hence, such factors are expected to provide major opportunities for the growth of the OTA transmission platform market in the forthcoming years.

Impact of COVID-19 on OTA Transmission Platform Market

  • The emergence of COVID-19 pandemic has severely affected almost all the industries across the world. Further, lockdown enforcements and restrictions on movements of non-essential goods as well as resources in various countries has disrupted the supply chain of electronic components & networking equipment. Thus, this has led to the delay in supply of electronic components required in manufacturing of the network equipment. 

  • It is expected that the U.S. and global tech market growth is slowing down to nearly 2% in 2020 due to which ICT spending in major economies such as U.S. and other have declined in the first half of 2020 but manage to recover in the second half. 

  • Also, COVID-19 pandemic has resulted into the exponential growth of the over-the-top (OTT) services. The growth of this segment will expected to impact negatively on the adoption of over-the-air transmission platform.

  • However, hybrid combination of over-the-top (OTT) and over-the-air (OTA) is anticipated to create opportunities for the market in the upcoming years. For instance, AirTV which can be added to an antenna and streams local broadcast channels into the Sling TV app on Amazon Fire TV, Roku, and Android TV devices. This allows the user to have a single TV guide which covers both over-the-air channels from an antenna and streaming cable channels from Sling. 

Key Benefits for Stakeholders:

  • This study presents the analytical depiction of global OTA transmission platform market trends and future estimations to determine the imminent investment pockets.
  • A detailed analysis of the OTA transmission platform market segment measures the potential of the market. These segments outline the favorable conditions for the market.
  • The report presents information related to key drivers, restraints, and opportunities.
  • The current OTA transmission platform market is quantitatively analyzed from 2018 to 2026 to highlight the financial competency of the industry.
  • Porter’s five forces analysis illustrates the potency of buyers & suppliers in the industry.

OTA Transmission Platform Market Report Highlights

Aspects Details
OTA Transmission Platform Market By Component
By Component
  • Platform
  • Services
OTA Transmission Platform Market By Platform Type
By Platform Type
  • Television
  • Radio
  • Mobile
  • Streaming Devices
OTA Transmission Platform Market By Region
By Region
  • North America  (U.S., Canada)
  • Europe  (UK, Germany, France, Rest of Europe)
  • Asia-Pacific  (China, India, Japan, Australia, Rest of Asia-Pacific)
  • LAMEA  (Latin America, Middle East, Africa)
Key Market Players
Key Market Players

Sk Telecom Co., Ltd., LG Electronics, Harmonic, Inc., Powercast Corp., GatesAir, Inc., AirTV L.L.C., Sinclair Broadcast Group, Inc., Channel Master, TiVo Corporation, Nuvyyo Inc.

Analyst Review

According to CXOs of the leading companies, the over-the-air (OTA) transmission platform has come across substantial developments over the past few years and the market for OTA transmission platform is projected to grow tremendously in the forthcoming years. The adoption of OTA transmission technology is principally employed in TV and radio platforms to broadcast the channels. Moreover, the ATSC 3.0 standard is anticipated to bring numerous updates for the OTA transmission platforms, which is further expected to transform the transmission stage of sound, video, and several different governance.

Moreover, increase in demand for better picture quality and wireless transmission platforms is the key factor that drives the market growth for OTA transmission platform industry. In addition, rise in need for enhanced channel presentation and operations efficiency is expected to boost the market growth. However, lack of sufficient OTA infrastructure is expected to impede the market growth during the forecast period. Furthermore, increase in R&D spending & IT investment in broadcasting industry and advent of Advanced Television Systems Committee (ATSC) 3.0 standards is expected to provide major growth opportunities for the OTA transmission platform market in the upcoming years.

Furthermore, surge in interest and investment in OTA transmission platforms among investors and operators fuels the market growth. Moreover, OTA transmission technology is in its early stages of development and needs to overcome several technical as well as regulatory risks and challenges before its widespread adoption.

Furthermore, OTA transmission platform is a consolidated market as players such as AirTV L.L.C, Channel Master, GatesAir Inc., Gemalto NV, LG Electronics Inc., Sinclair Broadcast Group, Inc., and SK Telecom Co. hold a major share globally. However, the market is expected to become fragmented in the near future, as many players in the developing countries are evolving and coming up with enhanced and innovative OTA transmission platform solutions and strategies.

Author Name(s) : Rachita Rake | Vineet Kumar

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OTA Transmission Platform Market

Global Opportunity Analysis and Industry Forecast, 2018-2026