 |
市場調查報告書
商品編碼
1630202
行動娛樂-市場佔有率分析、產業趨勢/統計、成長預測（2025-2030）Mobile Entertainment - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030) |
||||||
價格
※ 本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。
簡介目錄
行動娛樂市場預計在預測期內複合年成長率為 15%
主要亮點
- 智慧型手機的普及為行動用戶行為和行動娛樂帶來了重大變化。在智慧型手機出現之前，行動娛樂現象由來電鈴聲、壁紙和一些完整的音軌組成。
- 行動電視、遊戲、串流媒體影片和音樂徹底改變了數位娛樂，並為行動用戶提供了健康的體驗。最近，行動應用程式徹底改變了用戶尋找和查看內容的方式。因此，近年來，音樂和遊戲工作室發布了行動應用程式，作為用戶探索和享受內容的網路基地台。
- 此外，智慧型手機在全球的普及率不斷提高，以及近期 4G 和 5G 等行動網路存取的擴大，預計將推動行動娛樂市場的發展。然而，某些類型的付費版本可能會帶來進一步的採用挑戰，特別是在開發中國家。
- 隨著全球大多數國家處於封鎖狀態以遏制病毒傳播，包括手機遊戲在內的數位娛樂消費大幅增加。領先的遊戲供應商發現，在受 COVID-19 影響的市場中，多種類型手機遊戲的下載量強勁成長。
行動娛樂市場趨勢
訂閱視訊點播 (SVOD) 的採用率有所提高
- 據思科稱，聯網電視將成為繼 M2M 連接和智慧型手機之後成長第三快的市場（複合年成長率略低於 6%），到 2023 年將達到 32 億台。在智慧型電視上觀看線上影片的人中，大約 33% 使用支援影片的應用程式，而使用遊戲機的比例為 23%。
- 在印度，前五名大都會佔使用者整體的 55%，層級城市進一步佔 36%。研究顯示，從各平台的受訪者訂閱比例來看，Hotstar 在印度 OTT 視訊內容市場處於領先地位，其次是亞馬遜的 Prime Video、SonyLIV、Netflix、Voot、Zee5、ALTBalaji 和 ErosNow。 ErosNow 用戶是參與度最高的用戶，68% 的用戶表示他們每天都會觀看內容。 ErosNow 透過夥伴關係不斷發展。在印度，我們與小米合作，將其預先安裝在智慧型電視上。
- 此外，一加也透過推出 OnePlus TV 進軍印度智慧型電視市場。該設備結合了想像和智慧，無縫連接行動和家庭網路，使互聯的未來成為現實。 Hungama、Eros 和 ZEE5 內容已深度整合到 OnePlus Play 儀表板中。其他內容合作夥伴包括 Amazon Prime Video、Hotstar、SonyLiv 和 YouTube。預計這將為 SVOD（訂閱視訊點播）領域帶來顯著成長。
- 在美國，華特迪士尼公司宣布推出後用戶突破1,000萬，其Disney+服務排名第四。此外，Netflix 在美國擁有 6,997 萬用戶。美國用戶約佔 Netflix 全球串流用戶的三分之一。
- 一些 OTT 應用程式提供通訊服務以及廣播頻道向其客戶提供的功能。由於滲透率很高，用戶可以向許多其他用戶廣播極具娛樂性的影片、音樂以及本地或國際新聞。如此廣泛的應用正在加速 OTT 應用的普及。
亞太地區將經歷最高的成長
- 智慧型手機普及率的上升、消費者偏好的快速變化、競爭的加劇以及尚未開發的人口結構是推動遊戲公司投資印度行動遊戲市場的主要因素。
- 印度是全球成長最快的智慧型手機市場之一，預計到 2022 年智慧型手機普及率將成長近一倍。這些活躍用戶群大部分來自印度農村地區，那裡的手機遊戲仍然很受歡迎。
- 通訊業者和 OTT服務供應商正在組建策略聯盟，向用戶提供配套服務和折扣優惠，以便從行動 OTT 視訊消費的激增中受益。例如，Airtel和沃達豐等印度公司已與亞馬遜Prime和Netflix合作，以低價提供影片串流服務。
- 線上遊戲也推動了智慧型手機遊戲的普及，超過 90% 的印度千禧世代更喜歡智慧型手機，而不是遊戲電腦和其他設備。因此，許多廠商都渴望引進新技術，為手機遊戲帶來競爭優勢。 2019 年 7 月，印度空軍推出了一款新的行動 3D 電玩遊戲，主題圍繞著各種空戰和任務，包括空襲。
- 據 Google 稱，印度超過 60% 的線上遊戲玩家年齡在 18 至 24 歲之間。隨著年輕用戶在智慧型手機上玩網路遊戲，遊戲應用程式的下載量將會激增。該公司也預測，到2021年，印度將有3.1億網路遊戲玩家。這主要是由於遊戲付款選項的便利性和智慧型手機的高使用率。
- 由於遊戲價格實惠，印度躋身全球線上和手機遊戲用戶前五名。根據NASSCOM資料預測，到2020年，印度行動遊戲市場的用戶數將達到6.28億人。然而，由於冠狀病毒的正面影響，這一數字預計還會增加。
- 根據 AppsFlyer 2020 年 4 月發布的一份報告，自 3 月 7 日報告的 COVID-19 感染數量開始增加以來，印度的遊戲內應用程式安裝量和會話數逐漸增加。據報道，2020 年 4 月，用戶會話增加了 65%，自然安裝量增加了 50%。
行動娛樂產業概況
行動娛樂市場的一些主要企業包括蘋果、動視暴雪、藝電、AT&T、Google和 Rovio International。這些公司正在加強行動娛樂市場，我們預計這一趨勢將持續下去。
- 2021 年 5 月 - 全球行動娛樂的領導者 OnMobile Global Limited 宣布推出新的 B2B 遊戲產品 Challenge Arena。
- 2021 年 3 月 - NBCUniversal International 的現實點播 OTT 平台“hayu”在 Amazon Web Services 的支持下將個性化和資料分析變為現實。透過實施 Amazon Web Services (AWS) 的虛擬媒體處理功能，hayu 提高了服務效能、觀眾留任率和訂閱收入，從而帶來了顯著的商業效益。
- 2020 年 10 月 - Netflix Inc. 與 Microsoft 合作，幫助程式設計師學習資料科學和人工智慧。微軟正在推出全球技能計劃，旨在幫助全球 2500 萬人獲得新的數位技能。微軟宣布了一個新模組，靈感來自 Netflix 的新電影《Over the Moon》。引導使用者了解「資料科學」、「機器學習」和「人工智慧」的初級概念。
- 2020 年 9 月 - Google 宣布推出 YouTube Shorts，這是在 YouTube 上觀看和創作的新方式。 Shorts 是一種全新的短影片體驗，適合想要只使用行動電話拍攝引人入勝的短影片的創作者和藝術家。
其他好處
- 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章市場動態
- 市場概況
- 市場促進因素
- 智慧型手機在全球的普及率不斷擴大
- 近年來行動網路存取不斷成長，包括 4G 和 5G
- 市場限制因素
- 問題在於付費應用程式的傳播
- 波特五力分析－產業吸引力
- 供應商的議價能力
- 消費者議價能力
- 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
第5章技術概況
第6章 市場細分
- 按類型
- 遊戲
- 影片
- 音樂
- 按作業系統
- iOS
- Android
- 其他
- 按地區
- 北美洲
- 歐洲
- 亞太地區
- 中東/非洲
- 拉丁美洲
第7章 競爭格局
- 公司簡介
- Amazon.com, Inc.
- Apple Inc.
- AT&T Inc.
- Electronic Arts Inc.
- Google LLC
- Netflix Inc.
- OnMobile Global Limited
- Rovio Entertainment Corporation
- Snap Inc.
- Spotify Technology SA
- Tencent Holdings Limited
第8章 投資機會
第9章市場的未來
簡介目錄
Product Code: 62333
The Mobile Entertainment Market is expected to register a CAGR of 15% during the forecast period.
Key Highlights
- The proliferation of smartphones has brought about significant changes in mobile user behavior and mobile entertainment. Prior to the advent of smartphones, the mobile entertainment phenomenon consisted of ringtones, wallpapers, and some complete audio tracks.
- Mobile TV and games, streaming video, and music have transformed digital entertainment and provided mobile users with a healthy experience. Recently, mobile apps have revolutionized the way users find and display content. Thus, recent years have witnessed the release of music and game studios in mobile apps, which are becoming access points for users to explore and taste content.
- Also, the growing penetration of smartphones across the globe and the growth in mobile network accessibility in recent years, such as 4G and 5G, is expected to drive the mobile entertainment market. However, paid versions of some types can challenge further penetration, especially in developing countries.
- As most countries globally are under lockdown to control the spread of the virus, there has been significant growth in the consumption of digital entertainment, including mobile games. The major gaming vendors have witnessed strong growth in downloads of multiple types of mobile games in the COVID-19 affected markets.
Mobile Entertainment Market Trends
Increasing Adoption of Subscription video-on-demand (SVOD)
- According to Cisco, Connected TVs will grow third fastest (at a little less than a 6 percent CAGR), to 3.2 billion by 2023 after M2M connections and smartphones. Around 33% of people watch online videos on a Smart TV, with video-enabled apps compared to 23% who use a video game console.
- In India, the top 5 metro cities account for 55% of the total OTT video platform users, while Tier one cities account for another 36%. As per the survey, Hotstar leads the Indian OTT video content market, followed by Amazon's Prime Video, SonyLIV, Netflix, Voot, Zee5, ALTBalaji, and ErosNow in terms of the percentage of respondents subscribed to each platform. ErosNow users were the most engaged users, with 68% of its users indicating that they watched content daily. The platform continues to thrive through partnerships. In India, it partnered with Xiaomi for pre-installation on smart TVs.
- Further, OnePlus ventured into the Indian smart TV market with the launch of the OnePlus TV. The device combined imagination and intelligence to seamlessly connect mobile and home networks for the future of interconnectivity. Hungama, Eros, and ZEE5 content have been deep-integrated into the OnePlus Play dashboard. Other content partners include Amazon Prime Video, Hotstar, SonyLiv, and YouTube. This significantly shall provide growth to the Subscription video-on-demand (SVOD) segment.
- In a country such as the United States, The Walt Disney Company announced it had reached 10 million subscribers upon initial launch, putting its Disney+ service fourth on the list. Also, Netflix had 69.97 million U.S. subscribers. The subscriber base in the United States accounts for around a third of Netflix's worldwide streaming subscriber base.
- Along with providing messaging services, some OTT apps provide the functionalities that a broadcast channel provides to its customers. With a high adoption rate, users broadcast entertaining videos, music, local or international news to many other users. This wide range of applicabilities is accelerating its adopted growth.
Asia Pacific to Witness the Highest Growth
- The increasing smartphone penetration, rapidly changing consumer preferences, increasing competition, and untapped demographics are significant factors driving the gaming companies to invest in the Indian mobile gaming market.
- India is one of the fastest-growing smartphone markets globally, with the number of smartphones expected to double by 2022 nearly. Much of this active user base comes from rural India, where mobile gaming is still gaining popularity.
- Carriers and OTT service providers have entered into strategic partnerships to offer users bundled services and discounted subscriptions to benefit from the surge in mobile-based OTT video consumption. For example, Indian companies such as Airtel and Vodafone work with Amazon Prime and Netflix to offer video streaming services at lower rates.
- Online gaming is also fueling smartphone games' penetration, with more than 90% of millennials preferring smartphones over gaming PCs and other devices in India. This motivates many vendors to launch new technologies that enable mobile games to gain a competitive advantage. In July 2019, the Indian Air Force launched a new mobile 3D video game themed on various aerial combats and missions, including airstrikes.
- According to Google, more than 60% of India's online gamers are in the 18-24 age group. Young users play online games on their smartphones, leading to a surge in gaming apps downloads. The company also estimates that there will be 310 million online gamers in India by 2021, mainly due to ease of access to gaming payment options and the high occurrence of smartphone use.
- Due to affordable gaming experience, India is now in the top five markets globally based on the number of users for online and mobile gaming. According to NASSCOM data estimates, the Indian mobile gaming market will reach 628 million users by 2020. However, this number is expected to increase due to the positive impact resulting from coronavirus.
- As per AppsFlyer's report released in April 2020, India has been experiencing a gradual increase in in-game app installs and sessions since March 7, when the number of reported COVID-19 cases in the country started to climb. User sessions were reported to have increased by 65% and organic installs by 50% in April 2020.
Mobile Entertainment Industry Overview
The key companies operating in the Mobile Entertainment market include Apple, Activision Blizzard, Electronic Arts, AT&T Inc, Google, and Rovio International are some of the major players in mobile entertainment market. These players are bolstering the mobile entertainment market and will continue to do so shortly.
- May 2021- OnMobile Global Limited, the global leader in mobile entertainment, has launched a new B2B gaming product, Challenges Arena, a single destination of everyday challenges that provides an unparalleled gamified experience.
- March 2021 - With the help of Amazon Web Services, NBCUniversal International's reality on-demand OTT platform hayu gains personalization and data analysis. The business benefits are substantial, as hayu has improved its service's performance, viewer retention, and subscription income by implementing virtualized media processing capabilities from Amazon Web Services (AWS).
- October 2020 - Netflix Inc. partnered with Microsoft to help coders in their learning journey of Data Science and AI. Microsoft launched the Global Skills Initiative, aimed at helping 25 million people worldwide acquire new digital skills. It has launched new modules that are inspired by the new Netflix original, "Over the Moon. "It will take the user through beginners' concepts in data science, machine learning, and artificial intelligence.
- September 2020 - Google announced that they are working on YouTube Shorts, a new way to watch and create on YouTube. Shorts is a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones.
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 DYNAMICS
- 4.1 Market Overview
- 4.2 Market Drivers
- 4.2.1 Growing penetration of smartphones across the globe
- 4.2.2 Growth in mobile network accessibility in recent years such as 4G and 5G
- 4.3 Market Restraints
- 4.3.1 Paid version of some applications can challenge further penetration
- 4.4 Porter's Five Forces Analysis - Industry Attractiveness
- 4.4.1 Bargaining Power of Suppliers
- 4.4.2 Bargaining Power of Consumers
- 4.4.3 Threat of New Entrants
- 4.4.4 Threat of Substitutes
- 4.4.5 Intensity of Competitive Rivalry
5 TECHNOLOGY SNAPSHOT
6 MARKET SEGMENTATION
- 6.1 By Type
- 6.1.1 Games
- 6.1.2 Video
- 6.1.3 Music
- 6.2 By Operating System
- 6.2.1 iOS
- 6.2.2 Android
- 6.2.3 Others
- 6.3 By Geography
- 6.3.1 North America
- 6.3.2 Europe
- 6.3.3 Asia Pacific
- 6.3.4 Middle East and Africa
- 6.3.5 Latin America
7 COMPETITIVE LANDSCAPE
- 7.1 Company Profiles
- 7.1.1 Amazon.com, Inc.
- 7.1.2 Apple Inc.
- 7.1.3 AT&T Inc.
- 7.1.4 Electronic Arts Inc.
- 7.1.5 Facebook
- 7.1.6 Google LLC
- 7.1.7 Netflix Inc.
- 7.1.8 OnMobile Global Limited
- 7.1.9 Rovio Entertainment Corporation
- 7.1.10 Snap Inc.
- 7.1.11 Spotify Technology SA
- 7.1.12 Tencent Holdings Limited
