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市場調查報告書
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1685900

視訊點播 -市場佔有率分析、行業趨勢和統計、成長預測（2025-2030 年）

Video-on-Demand - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計 2025 年視訊點播市場規模為 1,278.7 億美元，到 2030 年將達到 2,121.8 億美元，預測期內（2025-2030 年）的複合年成長率為 10.66%。

視訊點播市場-IMG1

主要亮點

  • 不間斷連接、行動裝置作為內容消費的主要來源以及智慧型手機的先進功能等主要因素正在推動視訊點播市場的發展。
  • 由於 Netflix、Amazon Prime 等 OTT 平台的使用率不斷提高，隨選視訊服務在過去幾年中變得越來越受歡迎。這些業務的存在和雲端平台的普及為市場的成長做出了重大貢獻。
  • 數位媒體設備需求的激增、可從遠端位置存取媒體內容的高速網際網路的出現以及由於社交媒體平台日益普及而導致的行動電話的迅速普及，正在推動視訊點播市場的成長。最近的技術趨勢和全球網路普及率的提高使得隨選視訊服務供應商能夠提供高品質的內容。同時，疫情期間這些平台上推出的新節目和電影也促進了SVoD服務的成長。
  • 數位影片領域，尤其是優質影片廣告的發展，隨著串流服務的廣告觀看次數而持續成長。隨著觀眾接受廣告的數位影片內容，廣告觀看量增加了 45%。最近的一項研究發現，美國觀眾透過廣告支援和無廣告訂閱了超過七種影片串流服務，其中以視訊點播服務最為活躍。該行業已將重點從內容轉向用戶體驗。然而，在印度等國家，本地客製化內容可能會在推動視訊點播市場方面發揮關鍵作用。
  • 市場相關人員對盜版和視訊內容保護的擔憂日益增加，這可能會阻礙視訊點播市場的成長並導致嚴重的收益損失。因此，觀看您內容的觀眾可能會減少。例如，根據數位公民聯盟和NAGRA的聯合研究，美國約有900萬用戶使用盜版訂閱IPTV服務。
  • COVID-19 疫情導致世界各地實施封鎖。由於疫情期間旅行受到限制，隨選視訊業務成為隔離期間的一大福音。世界各地的消費者正在轉向串流娛樂。根據Rapid TV News預測，新冠疫情危機將導致全球SVoD用戶數量成長5%，達到9.49億。疫情過後，先進網路技術的廣泛應用可能會支持該產業的擴張。

視訊點播市場趨勢

行動網路用戶的快速成長推動市場

  • 串流平台上連續觀看的流行增強了客戶的觀看體驗。行動裝置在豐富觀看體驗方面發揮關鍵作用。行動裝置提供了急需的觀看體驗以及一些便利。此外，各種內容與行動裝置和高速網路的不斷融合使得用戶可以隨時隨地消費內容。
  • 網路存取的增加和行動裝置的普及等因素意味著客戶不必等待就能跟上數位世界的最新動態。因此，用戶採用了智慧型手機、平板電腦和個人電腦等行動設備，即時滿足已成為消費世界中的一股強大力量。
  • 資料通訊設備和遊戲、視訊串流等高頻寬應用是行動資料流量呈指數成長的主要驅動力。根據GSMA 2022年報告，全球超過55%的人使用行動網路。到 2021 年底，將有約 43 億人使用行動網際網路，比 2020 年底增加約 3 億。中低收入國家 (LMIC) 的人們正在為擴大行動網路存取做出重大貢獻。由此，中低收入國家首次有一半人口可以使用行動網路。
  • 此外，愛立信預測，到2025年5G用戶將達到26億，覆蓋全球65%的人口，並產生全球45%的行動資料流程量。世界廣告研究中心（WARC）根據行動產業機構 GSMA 的資料發布的另一份報告稱，到 2025 年，預計將有超過 13 億人透過智慧型手機或個人電腦存取網路。
  • 行動網際網路用戶的成長也受到需要 4G LTE 資源的內容和相關服務消費的推動，通訊業者增加對 5G 網路的採用。印度和中國等國家是每月行動網際網路使用量最高的國家。服務供應商提供的誘人資料方案和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，智慧型手機合約數量不斷增加，每個合約的資料使用量不斷上升，影片內容的觀看量不斷增加，所有這些都導致​​網路流量增加。

北美佔最大市場佔有率

  • 北美洲由美國和加拿大組成。美國是世界上最大的經濟體，也是北美VoD的重要市場。靈活性、舒適性、內容個人化以及內容的多樣性和數量是採用 VoD 服務的主要驅動力。
  • 據 nScreenMedia 稱，在過去九年裡，該國的視訊串流市場已發展成為一個價值 160 億美元的產業。這種成長主要歸功於貿易和租賃視訊市場。
  • 隨著智慧型手機傳輸速度大幅提升，我國在4G轉型為5G方面取得了初步進展。隨著 5G 速度的提升，更高解析度的影片有望為消費者帶來更難忘的體驗。這樣的體驗將推動更多消費者採用數位內容。
  • 在 COVID-19 疫情期間，大多數人都待在家裡以阻止病毒傳播。因此，許多內容創作者選擇影片串流平台來適應影院關閉的影響。
  • 例如，美國軍事網路 (AFN) 於 2022 年 11 月推出了一項新的串流服務 AFN Now。 AFN Now 應用程式允許駐紮海外的軍事人員、家屬和退休人員隨時隨地在他們最常用的設備上觀看 AFN 的頂級電視節目。國防媒體活動 (DMA) 很快就會推出新的視訊點播和直播應用程式，供授權觀眾下載。
  • 加拿大對 VoD 服務的需求正面臨令人興奮的成長機會，這受到多種因素的推動，包括加拿大日益成長的流動性機會、不斷成長的網際網路普及率、在線串流媒體服務的興起以及內容創作者和串流媒體合作夥伴之間前所未有的合作。

視訊點播行業概覽

在競爭激烈的 VoD 市場中，多家全球和區域企業正在爭取關注。然而，Netflix、亞馬遜、Disney+ 和蘋果等公司佔據著市場主導地位。市場的主要企業正在採取各種策略，包括製作原創內容，以利用他們的競爭優勢。預計預測期內企業集中度將實現高速成長。在封鎖通訊協定後出現驚人成長之後，許多公司都將該市場視為一個有利可圖的機會，以加強其服務產品。

2022 年 7 月，Netflix 宣布與微軟合作開發和銷售將廣告引入該平台的廣告工具。該公司準備推出新的基於廣告的計劃，即基本計劃、標準計劃和高級計劃。新計劃旨在吸引來自不同地區和國家的新用戶，這些地區的人們願意為高級訂閱付費。

2022 年 5 月，Amazon Prime Video 宣布與監督Sajid Nadiadwala 旗下的 Nadiadwala Grandson Entertainment (NGE) 達成多畫面授權合約。作為交易的一部分，該串流媒體服務在 NGE 即將上映的電影上映後立即託管該電影的上映時間表。此外，這些電影在影院上映後，所有 Prime 會員均可在 Amazon Prime Video 上觀看。此外，Amazon Prime Video 還允許所有亞馬遜客戶（無論是否為 Prime 會員）在「搶先體驗租賃」期間租借該影片。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3個月的分析師支持

目錄

第1章 引言

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概覽
  • 產業價值鏈分析
  • 產業吸引力－波特五力分析
    • 買家的議價能力
    • 供應商的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • COVID-19 市場影響
  • 關鍵指標
    • 使用者滲透率
    • 每用戶平均收入

第5章市場動態

  • 市場促進因素
    • 數位視訊發展
    • 行動網路用戶快速成長
  • 市場限制
    • 影片內容盜版威脅日益嚴重

第6章 技術簡介

  • 付費電視 VOD
  • Over-The-Top(OTT)
  • 網際網路通訊協定電視（IPTV）

第7章市場區隔

  • 按經營模式
    • 訂閱視訊點播 (SVoD)
    • 交易視訊點播 (T​​VoD)
    • 其他經營模式
  • 按地區
    • 北美洲
    • 歐洲
    • 亞太地區
    • 中東和非洲
    • 世界其他地區

第8章競爭格局

  • 公司簡介
    • Amazon.com Inc.（Amazon Prime Video）
    • Netflix Inc.
    • Apple Inc.
    • Zee Entertainment Enterprises Ltd（Zee5）
    • Hulu LLC
    • Warner Bros. Discovery Inc.
    • The Walt Disney Company（Disney+）
    • Popcornflix LLC
    • Novi Digital Entertainment Private Limited（Hotstar）
    • Comcast Xfinity
    • DirecTV
    • DISH Network LLC
    • Fujitsu
    • Midwest Tape LLC（Hoopla Digital）
    • Vubiquity Inc.
    • Fandango Media LLC（Vudu）
    • Edgio
    • Dacast Inc.
    • Kaltura
    • Wistia Inc.

第9章投資分析

第10章 市場機會與未來趨勢

簡介目錄
Product Code: 49137

The Video-on-Demand Market size is estimated at USD 127.87 billion in 2025, and is expected to reach USD 212.18 billion by 2030, at a CAGR of 10.66% during the forecast period (2025-2030).

Video-on-Demand - Market - IMG1

Key Highlights

  • Fundamental factors, such as uninterrupted connectivity, mobile devices as a primary source of content consumption, and advanced capabilities of smartphones are likely propelling the video-on-demand market.
  • Video-on-demand services gained popularity in the past few years due to the increasing use of OTT platforms, such as Netflix, Amazon Prime, and others. The presence of these businesses and the widespread accessibility of cloud platforms contributed significantly to the market's growth.
  • The surging demand for digital media devices and the availability of faster internet to access media content remotely, along with the rapid adoption of mobile phones, owing to the growing popularity of social media platforms, drive the growth of the video-on-demand market. Recent technological developments and increasing penetration of the internet in several countries over the globe allow video-on-demand service providers to offer high-quality content. At the same time, the launch of new shows and movies on these platforms during the pandemic contributed to the growth of SVoD services.
  • Developments in the digital video landscape, especially with premium video advertising, continue to grow with the ad views on streaming services. Ad views increased by 45% because viewers embraced ad-supported digital video content. A recent study found that U.S. audiences use upwards of seven video streaming services via ad-supported and ad-free subscriptions, which drives the Video-on -demand services. The industry has shifted its focus on user experience from content. However, in countries like India, specific customized regional content will play an essential role in driving the video demand market.
  • Increasing concerns among market players about video content piracy and protection are expected to hinder the video-on-demand market growth and may lead to substantial revenue loss. As a result, the number of viewers watching content may decline. For instance, according to a joint Digital Citizens Alliance-NAGRA study, the pirate subscription IPTV service is being used by around 9 million subscribers in the United States.
  • The COVID-19 pandemic led to the lockdown all over the world. Due to the limits on travel during the pandemic, there has been a beneficial effect on the video-on-demand business due to the lockdown. Consumers all around the world are increasingly streaming entertainment. According to predictions made by Rapid TV News, the COVID-19 pandemic crisis would increase the number of SVoD users worldwide by 5% and reach 949 million. Following the pandemic, the growing popularity of advanced networking technologies would support industry expansion.

Video on Demand Market Trends

Surge in Mobile-based Internet Users to Drive the Market

  • The popularity of binge-watching on streaming platforms enhanced the customer's viewing experience. Mobile devices have played a key role in enriching the experience. They provide a much-needed viewing experience with a kind of convenience. Further, the continuous integration of various contents across mobile devices with high-speed internet enabled the users to watch the content anywhere and anytime.
  • Factors such as increasing access to the internet and widespread usage of mobile devices helped customers stay up-to-date with the digital world without having to wait. Hence, instant satisfaction evolved as a powerful force in the consumer world, with users adopting mobile devices like smartphones, tablets, and PCs.
  • Data-capable devices and high-bandwidth applications like gaming and video streaming are the main drivers of exponential growth in mobile data traffic. According to the GSMA Report 2022, more than 55% of people worldwide used mobile internet. Around 4.3 billion people were using mobile internet by the end of 2021, an increase of about 300 million since the end of 2020. People in low- and middle-income nations (LMICs) have largely been responsible for the growth in the use of mobile internet. As a result, for the first time, mobile internet is being used by half of the population in LMICs.
  • Further, Erricson expects that there will be 2.6 billion 5G subscriptions, covering up to 65% of the world's population and generating 45% of the world's total mobile data traffic by 2025. Another report published by the World Advertising Research Centre (WARC), based on data from mobile trade body GSMA, indicated that over 1.3 billion people are anticipated to access the internet via smartphone and PC by 2025.
  • The growth of mobile-based internet users is also attributed to the operators' rising adoption of 5G networks due to the consumption of content and related services, which requires 4G LTE resources. Countries like India and China have the highest mobile internet monthly usage. Attractive data plans offered by service providers and millennials' changing video viewing habits drive monthly user growth.
  • As a result, both the growing number of smartphone subscriptions and the need for more data per subscription, which in turn leads to increased viewing of video content, are driving factors in internet traffic growth.

North America to Hold the Largest Market Share

  • The region comprises the United States and Canada. The United States is the largest economy in the world and has been a significant market for VoD in the North American region. Flexibility, comfort, and content personalisation, as well as the availability of diverse content and the volume of content, have largely driven the adoption of VoD services.
  • According to nScreenMedia, the video streaming market in the country has grown into a USD 16 billion industry over the last nine years. The transactional and rental video markets have significantly impacted such growth.
  • With smartphone transmission speeds increasing dramatically, the country is witnessing an early transition from 4G to 5G. With the increased speeds of 5G, higher-resolution videos are expected to make consumers' experiences more memorable. Such experiences drive consumers to significantly adopt digital content.
  • Amid the COVID-19 pandemic, a major share of the population was staying at home to stop the spread of the virus. Due to this, a number of content producers are selecting video streaming platforms to cope with theater closures.
  • For instance, the American Forces Network (AFN) launched its new streaming service, AFN Now, in November 2022. The AFN Now app allows military members, families, and retirees who are stationed abroad to watch top-rated AFN television shows whenever and wherever they want on the regular devices they use. Authorized viewers are invited to download the new video-on-demand and live-streaming app straight away by the Defence Media Activity (DMA).
  • The demand for VoD services in Canada finds exciting growth opportunities owing to various factors that include increased mobility trends in Canada, the increasing proliferation of the internet, the rise of online streaming services, and an unprecedented alliance among content producers and streaming partners.

Video on Demand Industry Overview

The VoD market comprises several global and regional players vying for attention in a fairly contested market space. However, players like Netflix, Amazon, Disney+, and Apple Inc. have dominated the market studied. Major players in the market are adopting various strategies, such as the production of original content, to leverage their competitive advantage. The firm concentration ratio is expected to record higher growth during the forecast period. Several players are looking at the market as a lucrative opportunity to consolidate their service offerings, following the tremendous growth after the lockdown protocols.

In July 2022, Netflix announced a partnership with Microsoft to develop ad tools and sales to bring advertisements to the platform. It was to launch a new advertising-based plan, titled the Basic Standard Premium plan. The new plan aimed to bring new subscriptions from various regions and countries where people sometimes pay for premium subscriptions.

In May 2022, Amazon Prime Video announced a multi-film licencing deal with Sajid Nadiadwala's Nadiadwala Grandson Entertainment (NGE). As part of the agreement, the streaming service hosted NGE's upcoming schedule of films shortly after their theatrical release. Furthermore, the films are available to all Prime members on Amazon Prime Video following their theatrical release. Additionally, the films can be rented on Amazon Prime Video for all Amazon customers (Prime or otherwise) in the 'Early Access Rental' window.

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 Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Buyers
    • 4.3.2 Bargaining Power of Suppliers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitutes
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Impact of COVID-19 on the Market
  • 4.5 Key Metrices
    • 4.5.1 User Penetration Rate
    • 4.5.2 Average Revenue Per User

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Developments in Digital Video Landscape
    • 5.1.2 Surge in Mobile Based Internet Users
  • 5.2 Market Restraints
    • 5.2.1 Growing Threat of Video Content Piracy

6 TECHNOLOGY SNAPSHOT

  • 6.1 Pay-TV VOD
  • 6.2 Over-the-top (OTT)
  • 6.3 Internet Protocol Television (IPTV)

7 MARKET SEGMENTATION

  • 7.1 By Business Model
    • 7.1.1 Subscription Video-on-demand (SVoD)
    • 7.1.2 Transactional Video-on-demand (TVoD)
    • 7.1.3 Other Business Models
  • 7.2 By Geography
    • 7.2.1 North America
    • 7.2.2 Europe
    • 7.2.3 Asia Pacific
    • 7.2.4 Middle East and Africa
    • 7.2.5 Rest of the World

8 COMPETITIVE LANDSCAPE

  • 8.1 Company Profiles
    • 8.1.1 Amazon.com Inc. (Amazon Prime Video)
    • 8.1.2 Netflix Inc.
    • 8.1.3 Apple Inc.
    • 8.1.4 Zee Entertainment Enterprises Ltd (Zee5)
    • 8.1.5 Hulu LLC
    • 8.1.6 Warner Bros. Discovery Inc.
    • 8.1.7 The Walt Disney Company (Disney+)
    • 8.1.8 Popcornflix LLC
    • 8.1.9 Novi Digital Entertainment Private Limited (Hotstar)
    • 8.1.10 Comcast Xfinity
    • 8.1.11 DirecTV
    • 8.1.12 DISH Network LLC
    • 8.1.13 Fujitsu
    • 8.1.14 Midwest Tape LLC (Hoopla Digital)
    • 8.1.15 Vubiquity Inc.
    • 8.1.16 Fandango Media LLC (Vudu)
    • 8.1.17 Edgio
    • 8.1.18 Dacast Inc.
    • 8.1.19 Kaltura
    • 8.1.20 Wistia Inc.

9 INVESTMENT ANALYSIS

10 MARKET OPPORTUNITIES AND FUTURE TRENDS