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There is no denying the popularity of over-the-top content these days. According to a new report from Juniper Research, the OTT market will hit $154 billion in four years.

Mobile and online games are responsible for the largest share of content sales. Instead of using consoles, many people are switching to tablets and smart phones to play their games. The report stated that certain platforms, like Valve's Steam, are key players in this evolution.

"The OTT market will hit $154 billion in four years"

"Increased consumer desire for 24/7 access on any device leads to greater opportunities for players that can offer subscription-based, unlimited content streaming," report author Windsor Holden said.

Strong progress is also expected to come in the lifestyle division of the market, which is led by dating services like Match.com and eHarmony.

The report noted that OTT players like Apple, Amazon and Google are the most likely to take advantage of these trends. These companies now provide cloud-based solutions for premium content access and personal storage. If consumers use several products from an OTT, they will be less likely to turn away from one component of the brand, as they won't be able to access all of the content.

Who benefits the most the most?

Consumers get the most out of OTT content. Instead of having to wait to watch their favorite programs at a certain time, they can now search for TV shows and view them instantly. Media companies, such as Netflix, Apple and Amazon, also benefit from OTT content. According to a 2013 Accenture report, Apple made $2 billion in the third quarter of 2012 from its App Store, iBook store, iTunes Store and sales of iPod services. Netflix also has more subscribers than many pay-TV companies in the U.S.