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市場調查報告書
商品編碼
1352974
基於廣告的視訊點播全球市場規模、佔有率、行業趨勢分析報告:按設備、行業、廣告市場分析、公司規模、區域展望和預測,2023-2030Global Advertising-based Video On Demand Market Size, Share & Industry Trends Analysis Report By Device, By Vertical, By Advertisement Position (Mid-roll, Pre-roll, and Post-roll), By Enterprise Size, By Regional Outlook and Forecast, 2023 - 2030 |
到2030年,基於廣告的視訊點播市場規模預計將達到2,196億美元,預測期內市場年複合成長率率為30.2%。
根據 KBV Cardinal 矩陣中發布的分析,Google公司是該市場的領導者。 2023年5月,Google, Inc.擴大了與SAP SE的合作夥伴關係,實施全面的開放資料解決方案,透過SAP Datasphere和Google的資料雲在整個企業環境中全面實施資料,我們已經構建了資料雲。 Facebook (Meta Platforms, Inc.)、IBM Corporation 和 Dailymotion 等公司是該市場的主要創新者。
市場成長要素
行動網際網路使用量增加
串流服務上的追劇普及改善了顧客的觀賞體驗。行動裝置極大地改善了這種體驗。行動裝置提供便利性以及您所需的觀賞體驗。此外,透過將多個內容持續載入到行動裝置上,擁有高速網路連線的使用者可以隨時隨地觀看內容。來自服務提供者的有吸引力的資料套餐以及千禧世代不斷變化的影片觀看習慣正在推動月度用戶的成長。因此,隨著智慧型手機訂閱數量的增加以及每次訂閱頻寬需求的增加,市場正在不斷擴大。
行動廣告越來越受歡迎
行動應用程式的出現為廣告主擴大影響範圍提供了機會。智慧型手機和平板電腦等價格實惠的行動運算設備的普及增加了消費者對行動平台的偏好。行動裝置已成為我們消費資訊的主要方式。行動廣告是應用程式開發者的主要收入來源。 2020年,隨著對娛樂和各種家庭設備可用性的高需求,人們選擇了行動服務。因此,新應用程式安裝數量不斷增加,增加了 AVOD 平台的收入並導致市場擴張。
市場抑制因素
網路平台上盜版影片內容的可訪問性
影片盜版市場不斷擴大,限制了 AVOD 市場的擴張。種子下載的日益普及是主要威脅之一。 Torrent 是包含資料的數位檔案。 BitTorrent 等應用程式允許使用者使用 torrent 檔案下載 VOD。訂閱所有這些服務需要付出高昂的成本。然而,種子為所有此類內容提供了單一下載來源。與 AVOD 串流服務相比,Torrent 允許您共用無廣告的內容。因此,許多用戶更喜歡使用種子而不是付費使用這些服務。
按裝置分類的 Outlook
依設備分類,市場分為筆記型電腦和平板電腦、手機、遊戲機和電視。 2022 年,筆記型電腦和平板電腦細分市場在市場中佔據了重要的收入佔有率。筆記型電腦和平板電腦已成為流行的視訊消費設備,因為它們具有比行動電話或智慧型手機更大的顯示器並提供更身臨其境的觀看體驗。許多人選擇這些設備來長時間觀看,例如觀看電影、電視節目和線上影片。此外,筆記型電腦和平板電腦利用了技術進步和增強的連接性。憑藉改進的螢幕解析度、更強的運算能力和更快的網路速度,使用者可以在這些裝置上獲得更流暢、更身臨其境的體驗。
產業展望
該市場按行業分為媒體和娛樂、BFSI、教育、零售和消費品、IT 和電信、醫療保健等。 2022年,教育領域的市場成長率可望實現。 AVOD 在教育領域也越來越受歡迎,允許學生免費存取教育內容,同時賺取廣告收入。這種策略很受教育機構和教育工作者的歡迎,因為它可以讓你不用花很多錢就能接觸到大量的受眾。此外,AVOD 還可以實現定向廣告,這對觀眾和廣告商來說是雙贏的。
廣告職位展望
根據廣告位置,市場分為前貼片、中貼片和後貼片。到 2022 年,前貼片部分將在市場中佔據重要的收入佔有率。前置廣告在主要影片或音訊內容開始之前顯示。此外,串流媒體服務、播客和線上影片平台也充斥著這些廣告。在聽眾或觀眾造訪所需內容之前,前置廣告首先會顯示在內容的開頭,並且通常會自動播放。此外,前置廣告的持續時間各不相同,但通常都很短。前置廣告的持續時間可以從幾秒鐘到一分鐘不等,但最常見的是 15 到 30 秒。
公司規模預測
依公司規模,市場分為中小企業(SME)和大型企業。在 2022 年的市場中,中小企業 (SME) 細分市場將獲得顯著的收入佔有率。 AVOD平台為中小型企業提供低成本的廣告管道來推廣其產品和服務。此外,基於廣告的視訊點播平台使小型企業能夠覆蓋大量受眾,同時避免與傳統廣告方法相關的高成本。您還可以透過製作與目標受眾產生共鳴的廣告來提高品牌知名度。此外,小型企業服務於特定區域或專業市場。透過利用 AVOD 平台,您可以定位區域和利基受眾。
區域展望
從區域來看,分析包括北美、歐洲、亞太地區和拉丁美洲地區。 2022年,北美地區以最高的收入佔有率引領市場。這一成長是由在北美地區佔據重要地位的幾個著名 AVOD 平台要素的。 YouTube、Hulu、Tubi、Facebook 和 Roku Channel 等平台提供廣泛的免費、廣告支援的內容,並已成為重要的參與者。
The Global Advertising-based Video On Demand Market size is expected to reach $219.6 billion by 2030, rising at a market growth of 30.2% CAGR during the forecast period.
Retailers & consumer goods manufacturers use AVOD platforms to promote their brands and products through customized advertisements. Therefore, the Retail & Consumer Goods segment is anticipated to capture approximately 1/4th share of the market by 2030. In addition, the retail industry frequently emphasizes ads that showcase their products, spotlight promotional offers, or tell brand stories to attract viewers' attention and increase consumer engagement. In addition, AVOD platforms frequently present businesses with the chance to include e-commerce functionality in their video content. This simplifies the purchasing process by enabling viewers to buy or learn more about the products featured in the videos without exiting the AVOD site.
The major strategies followed by the market participants are Partnerships as the key developmental strategy in order to keep pace with the changing demands of end users. For instance, In June, 2023, Dailymotion Advertising collaborated with Amazon's DSP for integration facilitated advertisers in targeting of specific and exclusive audiences via Dailymotion Advertising's instream video inventories within Amazon's DSP framework. Additionally, In June, 2023, IBM Corporation extended their partnership Adobe to aid clients in enhancing content supply chains, fostering collaboration, creativity, speed, and project visibility.
Based on the Analysis presented in the KBV Cardinal matrix; Google, Inc. is the forerunner in the Market. In May, 2023, Google, Inc. expanded their partnership with SAP SE to introduce a comprehensive open data solution and build a complete data cloud that conduct data from their enterprise landscape via SAP Datasphere and Google's data cloud. Companies such as Facebook (Meta Platforms, Inc.), IBM Corporation, Dailymotion are some of the key innovators in the Market.
Market Growth Factors
Increased Use of Mobile Internet
Customer viewing experiences are improved by the prevalence of binge-watching on streaming services. Mobile devices have greatly enhanced the experience. They offer a form of convenience along with a much-needed viewing experience. Additionally, the continuous incorporation of multiple contents across mobile devices allows high-speed Internet-enabled users to view the content anytime and anywhere. Monthly user growth is fueled by service providers' alluring data packages and millennials' evolving video viewing habits. As a result, the market is expanding as a result of both the rising number of smartphone subscriptions and a need for more bandwidth per subscription.
Mobile Advertising is Becoming Increasingly Popular
Mobile applications have emerged as an opportunity for advertisers to broaden their reach. The inclination of consumers for mobile platforms has increased due to the growing adoption of reasonably priced mobile computing devices like smartphones and tablets. The predominant method for consuming information has changed to mobile devices. One of the primary sources of revenue for application developers is mobile advertising. In 2020, when the demand for amusement was high, and people had access to various home devices, they opted for mobile services. Consequently, the number of new application installations is increasing, boosting AVOD platform revenue and resulting in market expansion.
Market Restraining Factors
Accessibility of Pirated Video Content on Online Platforms
The video piracy market is expanding, limiting the AVOD market's expansion. The increasing popularity of torrents is one of the main threats. A torrent is a digital file containing metadata. With applications like BitTorrent, users can download VOD utilizing torrent files. The cost of subscribing to all of these services is substantial. However, torrents provide a singular download source for all such content. Compared to AVOD streaming services, torrents can share largely ad-free content. As a result, many users prefer to use torrents rather than pay for these services, which poses a substantial obstacle to the AVOD market's expansion in the coming years.
Device Outlook
On the basis of device, the market is fragmented into laptops & tablet PCs, mobile, console, and TV. The laptops and tablet PCs segment acquired a substantial revenue share in the market in 2022. Due to their larger displays and more immersive viewing experience than mobile phones or smartphones, laptops and tablets are popular video consumption devices. Numerous individuals choose these devices for long-form viewing, such as watching movies, television series, or online videos. In addition, laptop and tablet devices capitalize on technological advances and enhanced connectivity. Users may experience a smooth and immersive experience on these devices because of increased screen resolutions, more powerful computing power, and faster internet speeds.
Vertical Outlook
Based on vertical, the market is segmented into media & entertainment, BFSI, education, retail & consumer goods, IT & telecom, healthcare, and others. The education segment procured a promising growth rate in the market in 2022. AVOD is also gaining popularity in the education sector, allowing students to access educational content for free while still generating advertising revenue. This strategy is popular among educational organizations and educators since it enables them to reach a larger audience without incurring expenses. In addition, AVOD allows targeted advertising, thereby helping both the viewer and the advertiser.
Advertisement Position Outlook
By advertisement position, the market is divided into pre-roll, mid-roll, and post-roll. The pre-roll segment covered a considerable revenue share in the market in 2022. Before the primary video or audio content commences, pre-roll advertising is displayed. Furthermore, streaming services, podcasts, and online video platforms also have much of this advertising. Before the listener or viewer can access the desired content, a pre-roll advertisement first appears at the beginning of the content and is typically played automatically. Furthermore, the duration of pre-roll advertisements can vary, but they are typically kept brief. Pre-roll advertisement durations can differ from a few seconds to one minute, with 15 to 30 seconds being the most popular.
Enterprise Size Outlook
By enterprise size, the market is categorized into small & medium enterprise (SME) and large enterprise. The small & medium enterprise (SME) segment garnered a significant revenue share in the market in 2022. AVOD platforms offer SMEs a low-cost advertising channel to promote their products and services. Additionally, SMEs can reach a large audience while avoiding the high expenses associated with traditional advertising techniques by utilizing the advertising-based video on demand platform. They may increase brand recognition by developing commercials that resonate with their target audience. Additionally, SMEs serve certain regional or specialty markets. They can utilize AVOD platforms to target local or niche audiences.
Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. In 2022, the North America region led the market by generating the highest revenue share. Several prominent AVOD platforms with a significant presence in the North America region are responsible for the growth. Various free, ad-supported material is available to viewers on platforms including YouTube, Hulu, Tubi, Facebook, and Roku Channel, which have established themselves as significant players.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Brightcove, Inc., Facebook (Meta Platforms, Inc.), IBM Corporation, Kaltura, Inc., Vidyard, Vimeo.com, Inc., Google LLC (YouTube), Dacast, Dailymotion (VIVENDI), and Muvi
Recent Strategies Deployed in Advertising-based Video on Demand Market
Partnerships, Collaborations, and Agreements:
Jul-2023: Brightcove, Inc., came into partnership with PubMatic, an independent technology company delivering digital advertising's supply chain of the future. PubMatic's programmatic ads and Brightcove's video platform partnered to boost demand for Brightcove Ad Monetization, which aimed to improve content monetization for media firms.
Jun-2023: IBM Corporation and Adobe, changing the world through digital experiences, expanded their partnership, utilizing advanced AI like Adobe Sensei GenAI and Adobe Firefly. Both companies leveraged AI-accelerated content supply chains and IBM Consulting to aid clients in enhancing content supply chains, fostering collaboration, creativity, speed, and project visibility.
Jun-2023: Dailymotion Advertising collaborated with Amazon's DSP, an American multinational technology company focusing on e-commerce, cloud computing, etc. This integration facilitated advertisers in targeting of specific and exclusive audiences via Dailymotion Advertising's instream video inventories within Amazon's DSP framework. Through this collaboration, advertisers gained access to their video audiences, which encompassed most of internet users in France and over 400 million monthly unique users globally.
May-2023: Google, Inc. expanded their partnership with SAP SE, develops enterprise software to manage business operations and customer relations, to introduce a comprehensive open data solution. The solution will help customers to build a complete data cloud that conduct data from their enterprise landscape via SAP Datasphere and Google's data cloud. Additionally, the solution will allow businesses to monitor their real-time data holdings, maximizing the value of Google Cloud and SAP software investments.
Jan-2023: Brightcove came into partnership with Magnite, a US-based online-advertising supply-side platform provider. The partnership involves Maginte providing advertising services to any Brightcove client. Additionally, the partnership is a major step for Brightcove towards providing their customers with supreme, world-class solutions.
Sep-2022: Dailymotion collaborated with CNBC Arabia, the UAE-based free-to-air TV channel, as part of its expansion strategy in the MENA region. CNBC Arabia integrated the Dailymotion Player solution across their properties to enhance their video content approach. The partnership was anticipated to enrich CNBC Arabia's video strategy and deliver an exceptional viewing experience to their audience.
Jul-2022: Dailymotion extended its partnership with TripleLift, the ad tech firm revolutionizing ad placement, aimed at enhancing their respective services. The collaboration involved a specially designed Open Real Time Bidding (oRTB) integration for Dailymotion, enabling the monetization of in-stream inventory and the progression of unique, customized native ad units.
Feb-2022: Dailymotion announced an agreement with Stringr, the award-winning video sourcing, production, and management platform for journalism, entertainment, and corporate content. Under the agreement, Stringr will enable the distribution of its news segments through Dailymotion, bringing impactful news stories of the day to millions of global viewers. Additionally, Dailymotion has expanded their network of top-notch news publishers, providing audiences with an even broader array of up-to-the-minute news content.
Dec-2021: Kaltura, Inc. extended its collaboration with Verbit, a prominent transcription and captioning company. Verbit's capabilities, including adaptive automatic speech recognition, were integrated into Kaltura's offerings. This partnership elevated Kaltura's video and audio experiences for their customers in the education and corporate sectors by providing improved captions and searchable video features.
Jul-2021: Brightcove partnered with Wibbitz, a US-based developer of automated video creation tools. The combination provides organizations with easy, simple, and efficient ways to design short-form videos of professional quality.
Jul-2021: Vimeo.com, Inc. collaborated with TikTok, a prominent platform for short-form mobile videos, that merged Vimeo's robust video capabilities with the TikTok platform. The partnership enabled SMBs to leverage Vimeo's extensive video toolkit in conjunction with TikTok's extensive audience reach. Additionally, the collaboration led to the creation of exclusive custom video templates within Vimeo Create, specially optimized for the TikTok platform.
Mar-2021: Vimeo Collaborated with Tessitura, a top-tier CRM system catering to cultural, educational, and performing arts institutions. This partnership provided direct access to Vimeo's comprehensive over-the-top (OTT) video features via the Tessitura platform. The integration of Vimeo's OTT platform with Tessitura's payment pathway marked a significant advancement, enriching the digital experience offered to audiences worldwide.
Mar-2021: Google cloud, a subsidiary of Google, Inc. came into partnership with Nokia, a technology leader across mobile, fixed and cloud networks, to develop new, cloud-based 5G radio solutions. Both companies partnered to merge Nokia's RAN technologies (Radio Access Network, Open RAN, Cloud RAN) with Google's edge computing platform, creating solutions for essential global 5G business scenarios.
Product Launches and Product Expansions:
Aug-2023: IBM Corporation unveiled the inaugural ad campaign for Watsonx, their AI platform. The campaign aimed to clarify AI's potential and position Watson as a transformative force for business leaders seeking innovative AI solutions. Through this campaign, IBM strengthened the message of AI's transformative impact on business, amplifying productivity, and aiding customers in enhancing their results.
Jul-2023: Kaltura, Inc. unveiled upgrades to its Cloud TV and Streaming Platform, customized to cater to TV operators and media clients. These improvements, aimed to enhance the user experience and enable revenue growth through supplementary product features. The latest additions to Kaltura Cloud TV and Streaming Platform were accessible across various devices, including STBs, Android and Apple TV, smart TVs, as well as mobile and web platforms.
Jul-2023: Vidyard introduced a significant update that prominently featured AI in its innovation and value-creation approach. Spearheaded by the AI Script Generator, this update aimed to enable additional sales professionals and go-to-market teams to adopt video as an established method to distinguish themselves with potential clients, generate new revenue avenues, and offer remarkable purchasing experiences.
May-2023: IBM Corporation rebranded its long-standing AI system, Watson, with the launch of the Watsonx platform. This included Watsonx.ai, Watsonx.data, and Watsonx.governance, with a model library hosting trained foundation models like Fm.code, Fm.NLP, and Fm.geospatial, set to be generally available in July.
May-2023: Google, Inc. revealed its plans to integrate generative AI capabilities into its products, such as Search and Gmail. Additionally, Google intended to utilize PaLM 2-powered tools for advertisers to create media and suggest YouTube video ideas. For creators, the tech experimented by offering five topic-based video ideas.
Mar-2023: Brightcove, Inc. introduced Brightcove Ad Monetization, a tailored service for enhancing content monetization among media firms. Brightcove Ad Monetization reinforced the offering top-notch products and services to empower company's media clients, ensuring their video content is enhanced and advertising strategies are optimized. Additionally, the company established a global advertising operations team to assist media organizations in optimizing their advertising strategies and revenue generation.
Acquisition and Mergers:
Dec-2022: IBM Corporation announced its acquisition of Octo, a U.S.-centered provider of IT modernization and digital transformation services to the federal government. This acquisition positioned IBM as a major digital transformation partner for the government. The amalgamation of Octo's proficient team and IBM's consulting prowess facilitated quicker federal client transformation and enhanced citizen service.
Jan-2022: IBM Corporation announced the acquisition of Envizi, a prominent provider of data and analytics software for environmental performance management. This moves expanded IBM's commitment to AI-driven software, including solutions like IBM Maximo asset management, IBM Sterling supply chain, and IBM Environmental Intelligence Suite. This acquisition aimed to support organizations in establishing resilient and sustainable operations and supply chains.
Dec-2021: Vimeo.com, Inc. completed the acquisition of WIREWAX, a frontrunner in interactive and shoppable video, and Wibbitz, a distinguished enterprise video creation suite. These acquisitions infused Vimeo's comprehensive video solution with proprietary technology and products, bolstering its standing as the go-to professional video software for businesses. The collaboration aimed to accelerate innovation and empower companies to harness the potential of top-notch video content.
Market Segments covered in the Report:
By Device
By Vertical
By Advertisement Position
By Enterprise Size
By Geography
Companies Profiled
Unique Offerings from KBV Research