Over-the-top (OTT) service refer to movies and TV shows, which are delivered directly to digital users without the requirement of cable or satellite television subscription. OTT content can be directly downloaded and viewed on user’s demand over the internet connected to devices such as PC, tablet, smartphone, and console. Presently, over-the-top services are at a relatively nascent stage, and are widely accepted as a trending technology across the globe. For the purpose of analysis, the report segments the globe over-the-top market into component, device type, content type, revenue model, user type, end user, and region. This report further outlines current trends, key driving factors, and key area of investment. In addition, it includes Porter’s five forces analysis to understand the competitive scenario of the industry and role of each stakeholder. This report further features information on over-the-top services offered by key vendors. In addition, it highlights the competitive landscape of the key market players to strengthen their foothold in the industry. furthermore, the report covers strategies adopted by key market players to sustain the competitive environment and increase their market share..

2021 年6 月，游艺设备行业龙头华立科技于A 股上市，成为行业内第一家上市公司。华立科技成立于2010 年8 月20 日，主营业务为游戏游艺设备的研发、设计、生产及销售，2013 年推出动漫IP 衍生产品销售业务和设备合作运营业务。2018 年12 月29 日，华立科技收购广州科韵，布局产业链下游游乐场运营。目前，华立科技的自营游乐场门店已经由收购广州科韵时的6 家扩展到15 家，其中广州8 家，东莞3 家，佛山、江门、上海、西安各1 家。华立科技IPO 募集资金4 亿元，用于终端业务扩展、研发及信息化建设、营销及售后服务体系建设和补充流动资金，拟投入2.2 亿元用于终端业务拓展项目，主要用于自营游乐场建设和设备合作运营。

短视频步入全球大航海时代，进程类似2016 年的Ins。我们分析了海外主要市场头部短视频产品的MAU 渗透率，中枢水平在30%左右，截至2020 年底，中国短视频MAU 渗透率达到88%，我们判断海外短视频行业仍然有明显的增长潜力。通过与Instagram 的全球化进程比较，我们认为短视频行业全球化发展阶段类似2016 年的Instagram。以欧、美、
日、韩等为代表的发达市场是存量优质市场，具有优异的商业化基础，短视频渗透率在海外领先，同时流行文化发达，对其他国家市场具有难以忽视的辐射作用与品牌价值，处于价值链顶端。以拉美、中东、东南亚为代表的新兴市场具有人口红利和互联网红利，地缘优势及政策环境使得中国短视频企业优势明显，未来成长潜力仍然突出。