The study offers detailed insights into recent product launches, technological advancements, major mergers and acquisitions, and share and size of various players. The research provides a granular analysis of major factors shaping the consumer demand and preference in various regions such as North America, Europe, and Southeast Asia, with a focus on India, Japan, and China. In addition, it offers insights into the revenue size of major players and key strategies adopted by them to consolidate their shares. The intensifying demand for services to deliver standard or high-definition television signals over the internet in real time is a key factor driving the evolution of IPTV. The growing popularity of IPTV for streaming media to access TV channels is attributed to several distinct advantages it offers over traditional cable and satellite pay-TV services. Over the past few years, cable operators and satellite broadcasters in developing and developed channels are increasingly using IPTV to provide additional channels to their subscribers. This is a key factor accentuating the market. 

The rising demand for customizable TV content and the pressing need for improving quality of service (QoS) for content providers are key trends expected to stoke the demand for IPTV. The unique advantage of IPTV to subscribers to view programs that they want and at their convenient time is a key factor propelling the demand for IPTV in various parts of the world. The growing popularity of video-on-demand (VoD) and time-shifted TV is a prominent trend catalyzing the growth of the IPTV market. Recent advances made in broadband infrastructure in several developing and developed nations and the advent of robust video compression technology are key factors expected to accentuate the IPTV market. 

The ability to bundle a variety of hybrid services with IPTV services is a key factor bolstering their demand across various industries for creating targeted advertising-on-demand video. The offering of interactive services has further boosted the IPTV market. In recent years, IPTV has offered exciting avenues for a number of telecommunication companies exploring new revenue streams to improve their profitability in developing and developed nations. The rising internet penetration in several developing economies and the rising adoption of wireless communication technologies are key trend expected to fortify the IPTV market in the foreseeable future. 

However, the lack of viable communication infrastructure in less developed regions is a key factor likely to hinder the growth of the IPTV market. Furthermore, the high cost of setting up dedicated network architecture and platforms for delivering high-quality TV over the internet is a vital factor likely to hamper the adoption in several countries. The need for high bandwidth requirement is also likely to hinder the demand in less developed regions. The growing popularity of OTT services in developed regions is also anticipated to negatively impact the market to an extent. Nevertheless, the prominence of wireless-based distribution networks in various developing and developed countries is a key trend expected to create lucrative avenues for market players in the coming years. In addition, the demand for premium content to be delivered over IPTV is gaining significance, thereby unlocking exciting opportunities in various regions. 

Prominent players operating in the OTT market include PCCW Limited, NTT Plala, NeufCegetel, Deutsche Telekom, BT Group plc., UTStarcom, BhartiAirtel, AT&T, Orange S.A., Verizon Communications, and China Telecommunications Corporation. – SB Wire