Over The Top: The Rise and Impact of OTT Platforms in 2025

According to the report by Next Move Strategy Consulting, the global Over The Top (OTT) Market size is predicted to reach USD 709.44 billion by 2030 with a CAGR of 16.5% from 2020-2030.

Over-the-top (OTT) platforms have transformed how we consume media, offering on-demand content that transcends traditional television boundaries. From fueling tourism to shaping advertising landscapes, OTT platforms are a powerhouse in 2025.

OTT’s Role in Global Tourism: Dubai’s Success Story

Dubai’s ascent as a global tourism hub in 2025 showcases how OTT platforms amplify destination appeal. By streaming events, cultural showcases, and promotional content, these platforms draw millions to the city. According to the Times of India, Dubai welcomed 9.88 million international visitors in the first half of 2025, a 6% increase from 2024, pushing it closer to the top three global tourism ranks.

Why OTT Matters for Tourism

OTT platforms broadcast Dubai’s vibrant events—like the Dubai Shopping Festival and GITEX—reaching global audiences. These streams highlight attractions like Ain Dubai and the Museum of the Future, making the city a must-visit. The data speaks volumes:

• Visitor Surge: 9.88 million international visitors in H1 2025, up 6% from H1 2024.

• Airport Traffic: Dubai International Airport (DXB) handled 46 million passengers in H1 2025, on track for 96 million annually.

• Hotel Performance: 80.6% average occupancy, with 22.24 million room nights sold, a 4% rise from 2024.

• Economic Impact: Tourism contributes over 12% to Dubai’s GDP, supporting millions of jobs.

OTT platforms amplify Dubai’s global appeal by showcasing its events and attractions, driving a 6% visitor increase in 2025 and cementing its status as a tourism powerhouse.

How Are Leading Players Shaping the Competitive Over-the-Top Market?

The over-the-top (OTT) market is intensely competitive, with numerous prominent players such as Amazon Web Services (AWS), Apple Inc., Microsoft Corporation, Hulu, LLC, Telstra, Tencent Holdings Ltd., Netflix, Facebook, Google LLC, and Rakuten Inc., among others. As new technologies emerge and innovative products with advanced features are launched, these companies are adopting diverse business strategies to maintain and strengthen their market position.

The Dark Side of OTT Advertising: Health Concerns

While OTT platforms boost tourism, they also pose challenges, particularly in advertising. A 2025 study by the ICMR-National Institute of Cancer Prevention and Research (ICMR-NICPR) revealed that 80.9% of ads during the 2023 ICC Men’s Cricket World Cup on OTT platforms promoted unhealthy products like tobacco, alcohol, and high-fat, sugar, and salt (HFSS) items.

Unhealthy Ads Targeting Vulnerable Audiences

The study, published in Frontiers in Digital Health, analyzed 341 hours of streaming across 48 matches. It found that companies exploit regulatory loopholes through surrogate advertising, especially during India’s matches, targeting a massive 422 million viewers. Key findings include:

• Ad Breakdown: 80.9% of 2,118 ads (1,769) promoted unhealthy products.

• India Matches: 90.7% of ads during India’s games were for unhealthy products.

• Surrogate Ads: 86.7% of tobacco-related surrogate ads aired during India matches.

• Child-Targeted: 60.6% of unhealthy ads promoted products like chocolates, chips, noodles, and biscuits, popular among children.

• Celebrity Influence: 17.5% of ads featured Bollywood actors, and 17% included cricket stars.

These ads bypass laws like the Cigarettes and Other Tobacco Products Act (COTPA) 2003, exploiting digital platforms’ regulatory gaps. Dr. Shalini Singh, ICMR-NICPR director, called this a “public health crisis hiding in plain sight”.

OTT platforms, while powerful for marketing, enable unhealthy product promotion, with 80.9% of ads during the 2023 Cricket World Cup targeting vulnerable audiences, particularly children, highlighting the need for stricter regulations.

Balancing Opportunity and Responsibility

OTT platforms are a double-edged sword. They drive economic growth, as seen in Dubai’s tourism surge, but also pose risks when unregulated advertising promotes harmful products. The contrast is stark: Dubai leverages OTT for global reach, while unchecked ads fuel public health concerns. Both cases underscore the platforms’ vast influence.

Comparative Impact of OTT Platforms

OTT platforms are transformative, boosting tourism in places like Dubai while raising concerns about unregulated advertising, necessitating a balance between opportunity and responsibility.

Next Steps: Leveraging OTT Responsibly

To harness OTT platforms’ potential while addressing their challenges, stakeholders can take actionable steps:

• Enhance Tourism Promotion: Cities should invest in OTT content to showcase events and attractions, following Dubai’s model of streaming festivals and expos to global audiences.

• Strengthen Ad Regulations: Governments must update laws to close surrogate advertising loopholes on OTT platforms, especially for tobacco and HFSS products.

• Protect Vulnerable Audiences: Implement specific protections for children, such as ad content restrictions during peak viewing times.

• Monitor Compliance: Establish comprehensive monitoring systems for OTT ads, with clear penalties for non-compliance.

• Educate Consumers: Promote media literacy to help viewers, especially children, critically assess advertisements.

By balancing promotion with regulation, OTT platforms can drive economic and cultural growth while safeguarding public health.