線上影片平台 -市場佔有率分析、產業趨勢與統計、2024-2029 年成長預測

上年度線上視訊平台市值為8.4878億美元，預計未來五年將以13.23%的複合年成長率成長至18.0416億美元。

智慧型手機和平板電腦設備的普及正在推動市場成長。線上視訊平台還允許用戶託管、廣播和串流視訊。

主要亮點

• 高齡化、消費者需求增加、廣告收入提高、3G 和 4G 使用率上升、5G 的到來以及行動裝置推動了對線上影片平台解決方案的需求。
• 影片分析也將很快獲得顯著的市場佔有率。供應商提供的現代分析工具可以收集有關您的受眾及其觀看習慣的詳細資訊。例如，YouTube Analytics（位於「工作室」部分）提供了一段時間內跨管道的流量，是發現內容創作者可能希望將其涵蓋其持續策略的峰值和季節性的一種方式。
• 此外，行動裝置的擁有率在已開發國家已經很普及，並且在新興國家正在穩步追趕。因此，希望線上上影片平台上進行推廣的企業正在客製化其廣告，使其更加適合行動裝置。
• 網路的普及極大地改變了工業和社會的動態。在過去的20年裡，現代網際網路已經發展到許多重要的行業和企業現在都在軟體上運行並線上上提供服務。因此，網路在創造巨大經濟價值的同時，也正在擾亂各個市場。
• 新冠疫情後對全球線上視訊平台市場的影響導致了普及的提高、內容策略的變化和技術的開拓。隨著消費者繼續擁抱數位娛樂和串流媒體的可能性，線上影片平台預計將在決定媒體消費和內容傳送的未來方面發揮更大的作用。

網路視訊平台市場趨勢

線上廣告趨勢的成長預計將佔據主要佔有率

• 由於 COVID-19大流行，串流媒體消費大幅增加。企業主透過採用線上廣告擴大消費群而受益。疫情也顯著增加了串流影片的人數，但各種顯示器和設備上提供的影片內容要多得多。
• 由於線上串流內容需求的增加和消費者偏好的變化，媒體服務提供者在某些地區看到了用戶的顯著成長和觀看高峰。對於在同一市場競爭的公司來說，有多種機會向特定消費者促銷。
• 此外，技術進步的不斷進步和世界各地企業數位支出的增加預計也將推動網路廣告的發展。多年來，網際網路的各種技術發展，加上其商業用途的不斷增加和全球網路用戶數量的迅速增加，塑造了線上廣告的轉型，並創造了多種數位廣告格式。廣告商業模式。
• 隨著新平台和格式的出現，影片廣告和行銷的潛力正在不斷增加。電視廣告支出正在下降。預計未來數位影片的支出將會增加。根據互動廣告協會 (IAB) 的數據，所有影片廣告預算的近三分之二都花在行動和桌面廣告上。
• 據 SentiOne 稱，從 2022 年 1 月到 2022 年 5 月，Netflix 線上上對話中被提及約 1200 萬次，使其成為當時談論最多的串流平台品牌。其次是 HBO，觀看次數約 100 萬次，Disney+ 觀看次數約 803,000 次。

預計亞太地區將佔據主要市場佔有率

• 中國、印度和日本等亞洲國家對直播電商的需求正在增加。例如，幾大電商公司都推出了串流媒體平台來宣傳自己的電商公司並滿足這些需求。 Amazon Live 就是一個例子，隨著更多客戶的加入，預計將與傳統的 QVC 零售平台競爭。多家汽車製造商也對本次論壇感興趣。
• 此外，隨著 K-POP、韓劇和韓國文化世界的擴張，全球對韓國內容的需求龐大，帶動了國內市場。據韓國通訊委員會稱，韓國影片串流媒體市場目前預計將超過6.8億美元。
• 而且，未來五年韓國的用戶普及預計將達到35-40%。市場ARPU預計為63美元。根據KISDI（韓國資訊社會發展院）的數據，10歲至40歲之間的韓國消費者在國內OTT（Over the Top）市場中擁有最高的市場滲透率。
• 此外，內容現在以影片的形式提供，增加了對影片內容管理系統的需求。印度政府開發的數位學習平台包括 Swayam、Diksha、e-ShodSindhu、NPTEL 和 Swaam Prabha。
• 同時，澳洲擁有 30 多個數位學習平台，隨著遠距學習需求的增加，這些平台在 COVID-19 大大流行期間獲得了更大的吸引力。此外，澳洲政府還實施了澳洲遠端教育策略合作夥伴關係，匯集了該國的開放學習、遠端教育和線上學習專家。這些努力正在推動數位學習並增加對線上影片平台的需求。

網路影片平台產業概況

線上影片平台市場由 Vimeo Inc. (InterActive Corp.)、YouTube LLC、Brightcove Inc. 主導。市場參與企業正在尋求合作、收購等，以加強其產品供應並獲得永續的競爭優勢。

• 2022 年 12 月 - 亞馬遜打算發布一款獨立的串流應用程式。此舉符合亞馬遜改善其 Prime Video 平台上體育內容選擇的計畫。體育是最受歡迎的直播串流類型之一，可以增加 Amazon Prime 等服務的收視率。
• 2022 年 6 月 - 全球領先的一體化影片軟體解決方案 Vimeo 宣布推出新的互動影片功能。這是由於與 WIREWAX 功能集的成功整合，允許用戶創建動態影像並快速獲得結果。

其他福利：

• Excel 格式的市場預測 (ME) 表
• 3 個月分析師支持

目錄

第1章簡介

• 研究假設和市場定義
• 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

• 市場概況
• 產業吸引力－波特五力分析
  • 供應商的議價能力
  • 買方議價能力
  • 新進入者的威脅
  • 替代品的威脅
  • 競爭公司之間敵對關係的強度
• 評估 COVID-19 對產業的影響

第5章市場動態

• 市場促進因素
  • 網路廣告趨勢增加
  • 增加線上觀眾
• 市場抑制因素
  • 開放原始碼導致競爭加劇
  • 由於網路速度慢導致網路壅塞

第6章市場區隔

• 按類型
  • 直播
  • 影片內容管理系統
  • 影片分析
• 按最終用戶
  • 數位學習
  • 媒體和娛樂
  • BFSI
  • 零售
  • 資訊科技和通訊
  • 其他最終用戶
• 按地區
  • 北美洲
  • 歐洲
  • 亞太地區
  • 拉丁美洲
  • 中東/非洲

第7章競爭形勢

• 公司簡介
  • Vimeo Inc.（Inter Active Corp.）
  • YouTube LLC
  • Brightcove Inc.
  • Panopto Inc.
  • Kaltura Inc.
  • Vidyard（BuildScale Inc.）
  • JW Player（Longtail Ad Solutions Inc.）
  • Kollective Technology Inc.
  • Wistia Inc.
  • IBM Corporation
  • Dacast Inc

第8章投資分析

第9章市場的未來

The Online Video Platforms Market was valued at USD 848.78 million in the previous year and is expected to grow at a CAGR of 13.23%, reaching USD 1804.16 million by the next five years. The growing adoption of smartphones, tablets, and other devices drives the market's growth. The online video platforms would also allow users to host, broadcast, and stream their videos.

Key Highlights

• The demand for online video platform solutions has been driven by a rapidly aging population, increased consumer demand, and improving advertising income, and by rising 3G and 4G usage, the coming of 5G, and portable devices.
• Video analytics is also set to gain a significant market share shortly. Modern analytics tools offered by vendors allow for gathering detailed information on the audience and their viewing habits. For example, YouTube Analytics (found in the Studio section) provides overall channel traffic over time, which is one of the ways to spot any peaks and seasonality a content creator may want to incorporate into his ongoing strategy.
• Additionally, ownership of mobile devices is already widespread in industrialized nations and is steadily catching up in emerging economies. As a result, companies that wish to promote on online video platforms have tailored their advertising expressly to be more mobile-friendly.
• The increasing use of the Internet has significantly altered the dynamics of industry and society. After two decades of the modern Internet's growth, various significant industries and businesses now run on software and offer services online. The upshot is that the Internet is producing tremendous economic value, but it has also disrupted many different markets.
• The Post-COVID effect on the market for global online video platforms led to higher adoption rates, altered content strategies, and technological developments. Online video platforms are anticipated to play an even bigger role in determining the future of media consumption and content distribution as consumers continue to embrace digital entertainment and streaming possibilities.

Online Video Platform Market Trends

Increase in Trends in Online Advertisements is Expected to Hold Significant Share

• Due to the COVID-19 pandemic, streaming consumption has considerably increased. The company owners benefited from adopting online advertising to expand their consumer base. Although the pandemic also significantly increased the number of individuals streaming videos, far more video content is being seen on various displays and devices.
• As a result of the rising demand for online streaming content and shifting consumer preferences, media services providers have seen a significant increase in their subscriber base and a peak in viewing across several areas. For the businesses competing in the market, this should present several chances to promote to specific consumers.
• Moreover, the increasing technological advancements and rising digital spending by enterprises across the globe are also anticipated to drive online advertisement. Over the years, various technological developments regarding the internet, combined with its increasing commercial usage and the rapidly increasing number of internet users globally, have shaped the transformation of online advertising and created various forms of digital advertising formats but have also given rise to newer advertising business models.
• The possibilities for video-based advertising and marketing have increased with the emergence of new platforms and formats. The expenditure on television advertising is decreasing. More money is expected to be spent on digital video. According to the Interactive Advertising Bureau (IAB), nearly two-thirds of the total video ad advertising budget was spent on mobile and desktop advertising.
• According to SentiOne, from January 2022 to May 2022, Netflix was mentioned around 12 million times in online conversations, making it the most-talked-about streaming platform brand at that time. HBO and Disney+ followed, with approximately one million and 803 thousand online mentions, respectively.

Asia Pacific is Expected to Hold Significant Market Share

• Demand for live-streaming e-commerce is rising in Asian nations like China, India, and Japan. For example, some large e-commerce giants launched their streaming platforms to promote their own e-commerce companies and meet these demands. Amazon Live is an example that is anticipated to compete with the traditional QVC retail platform with more customer participation. Numerous automakers are interested in the forum as well.
• Also, there is now a vast global demand for Korean content due to the global expansion of K-pop, K-drama, and Korean culture, motivating the domestic market. According to the Korea Communications Commission, the Korean video streaming market is expected to stand at over USD 680 million presently.
• Furthermore, it is anticipated that South Korea's user penetration will reach 35 to 40 Percent by the next five years. The market's ARPU is expected to be USD 63. Korean consumers between the ages of 10 and 40 have the most significant market penetration in the domestic Over the Top (OTT) market, according to the Korea Information Society Development Institute (KISDI).
• Moreover, the content was made available in videos, increasing the need for video content management systems. Some of the e-learning platforms developed by the government of India are Swayam, Diksha, e-ShodhSindhu, NPTEL, and Swaam Prabha.
• On the other hand, Australia is home to more than 30 e-learning platforms and gained more traction during the spread of the COVID-19 pandemic as the need for distance learning increased. Moreover, the government of Australia implemented Australian Strategic Partnerships in remote education to convene experts in open, distance, and online learning in the country. Such initiatives are driving e-learning and increasing the need for online video platforms.

Online Video Platform Industry Overview

The Online Video Platforms Market is semi-consolidated, with the presence of major players like Vimeo Inc. (InterActive Corp.), YouTube LLC, Brightcove Inc., Panopto Inc., and Kaltura Inc. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

• December 2022 - Amazon intends to release a stand-alone streaming application. This action would align with Amazon's plan to improve the sports content options available on its Prime Video platform. Sports are one of the most popular live-streaming genres, and they can increase viewership on services like Amazon Prime.
• June 2022 - Vimeo, one of the world's leading all-in-one video software solutions, has announced the introduction of new interactive video capabilities with Vimeo; this derives from the successful integration of the WIREWAX feature-set and enables Users to produce dynamic films that generate results quickly. This will significantly advance in realizing video's full potential for all businesses.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.2.1 Bargaining Power of Suppliers
  • 4.2.2 Bargaining Power of Buyers
  • 4.2.3 Threat of New Entrants
  • 4.2.4 Threat of Substitutes
  • 4.2.5 Intensity of Competitive Rivalry
• 4.3 Assessment of COVID-19 impact on the industry

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Increase in Trends in Online Advertisements
  • 5.1.2 Increase in Popularity of Online Viewers
• 5.2 Market Restraints
  • 5.2.1 Too Much Competition Due to the Open Source
  • 5.2.2 Network Congestion Due to Slow Network

6 MARKET SEGMENTATION

• 6.1 By Type
  • 6.1.1 Live Streaming
  • 6.1.2 Video Content Management Systems
  • 6.1.3 Video Analytics
• 6.2 By End User
  • 6.2.1 E-learning
  • 6.2.2 Media and Entertainment
  • 6.2.3 BFSI
  • 6.2.4 Retail
  • 6.2.5 IT and Communications
  • 6.2.6 Other End Users
• 6.3 By Geography
  • 6.3.1 North America
  • 6.3.2 Europe
  • 6.3.3 Asia Pacific
  • 6.3.4 Latin America
  • 6.3.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Vimeo Inc. (Inter Active Corp.)
  • 7.1.2 YouTube LLC
  • 7.1.3 Brightcove Inc.
  • 7.1.4 Panopto Inc.
  • 7.1.5 Kaltura Inc.
  • 7.1.6 Vidyard (BuildScale Inc.)
  • 7.1.7 JW Player (Longtail Ad Solutions Inc.)
  • 7.1.8 Kollective Technology Inc.
  • 7.1.9 Wistia Inc.
  • 7.1.10 IBM Corporation
  • 7.1.11 Dacast Inc

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET