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市場調查報告書

商品編碼

1798089

全球隨選視訊市場的發展

The Evolution of the Global Video on Demand Market

出版日期: 2025年07月21日 | 出版商:

Frost & Sullivan | 英文 22 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

新的經營模式和內容推動串流平台的成長

從付費電視到隨選視訊服務的加速轉變，促使全球數百家媒體和娛樂（M&E）公司推出了自己的串流平台。過去五年來，供應商的激增使得視訊點播生態系統變得越來越擁擠。

隨著線上串流媒體服務的選擇比以往任何時候都多，視訊點播業者必須在激烈的競爭中脫穎而出。定價策略、內容品質和使用者體驗是影響隨選視訊平台績效和留住最終用戶的關鍵因素。

近年來，市場不僅變得更加分散，而且通貨膨脹率上升和經濟狀況惡化也導致訂閱疲勞加劇，影響了最終用戶為多種串流媒體服務付費的意願。

由於基於訂閱的收益成長有限，視訊點播供應商創新其獲利策略。主要的市場參與企業採用結合訂閱、廣告和按次付費策略的混合方案。尤其是廣告，已證明是串流媒體業者的關鍵收益驅動力。

更廣泛的M&E 和串流媒體行業的技術快速進步，特別是人工智慧（AI）、大規模語言模型（LLM）和機器學習（ML）的不斷擴大的使用案例，對 VOD 市場造成重大顛覆。

VOD 供應商其整個工作流程中融入 AI 和 ML 等技術，以簡化內容傳送和廣告插入、建立智慧建議引擎、改善內容個人化並增強其平台上的用戶互動。

本研究涵蓋全球Over-The-Top隨選視訊（VOD）服務市場，即透過非託管公共網路連線直接向客戶提供視訊內容的供應商。本報告不包括其他點播影片交付方式，例如衛星服務、網際網路協定電視（IPTV）、YouTube等影片託管平台以及Twitch和Kick等社群直播服務。

VOD 包含一個分發系統，讓使用者可以從平台的線上媒體庫即時存取和串流自己喜歡的內容。在 OTT 模式下，終端用戶可以透過開放的網路連線和相容設備（例如平板電腦、筆記型電腦、智慧型電視、智慧型手機和串流媒體棒）存取內容，而無需儲存空間。在過去十年中，數十億用戶已將這些服務作為主要的娛樂管道。

本研究對全球 VOD 行業進行了廣泛的概述，包括市場促進因素、限制因素、定價趨勢和成長機會，並對訂閱視訊點播（SVOD）市場部分進行了更詳細的定量分析，包括收益、付費許可、純新許可預測和區域市場佔有率估計。

三大策略重點對視訊點播產業的影響

競爭激烈程度

為什麼

從付費電視到隨選視訊服務的轉變加速，促使全球數百家媒體和娛樂（M&E）公司推出自己的串流平台。過去五年來，供應商的激增使得視訊點播生態系統變得越來越擁擠。

觀點

隨著線上串流服務的選擇比以往任何時候都多，視訊點播業者紛紛在激烈的市場競爭中脫穎而出。定價策略、內容品質和使用者體驗是影響隨選視訊平台績效和留住最終用戶的關鍵因素。

創新經營模式

為什麼

近年來，市場不僅變得更加分散，而且通貨膨脹率上升和宏觀經濟經濟狀況惡化也導致訂閱疲勞加劇，影響了最終用戶同時為多種串流媒體服務付費的意願。

觀點

由於基於訂閱的收益成長有限，視訊點播供應商創新其獲利策略。主要的市場參與企業採用一種結合訂閱、廣告和按次付費策略的混合模式。尤其是廣告，已證明是串流媒體業者的關鍵收益驅動力。

顛覆性技術

為什麼

更廣泛的M&E 和串流媒體行業的技術快速進步，特別是隨著人工智慧（AI）、大規模語言模型（LLM）和機器學習（ML）使用案例的擴展，對 VOD 市場造成重大顛覆。

觀點

VOD 供應商其整個工作流程中融入 AI 和 ML 演算法等技術，以提高內容傳送和廣告插入的效率，建立智慧建議引擎，改善內容個人化，並增強其平台上的用戶互動。

分析範圍

本研究涵蓋全球Over-The-Top隨選視訊（VOD）服務市場，即透過非託管公共網路連線直接向客戶提供視訊內容的供應商。本報告不包括其他點播影片交付方式，例如衛星服務、網際網路協定電視（IPTV）、YouTube等影片託管平台以及Twitch和Kick等社群直播服務。
視訊點播（VOD）包含一個分發系統，讓使用者可以從平台的線上媒體庫即時存取和串流自己喜歡的內容。在 OTT 模式下，終端使用者無需儲存空間，即可透過開放的網路連線和相容裝置（例如平板電腦、筆記型電腦、智慧電視、智慧型手機和串流媒體棒）存取內容。過去十年，全球湧現了數百個隨選視訊（VOD）平台，數十億用戶將這些服務作為主要的娛樂管道。
本研究從市場促進因素、限制因素和成長機會等方面對全球 VOD 行業進行了廣泛的概述，並對訂閱視訊點播（SVOD）市場部分進行了更詳細的定量分析，包括收益預測、付費許可、純新許可和區域市場佔有率估計。

成長抑制因素

服務供應商不僅與其他 VOD 供應商競爭，還與其他類型的家庭娛樂服務競爭，例如付費電視、視訊遊戲和社交媒體。
近年來，客戶取消訂閱和訂閱疲勞已成為 VOD 平台的主要挑戰。
隨著越來越多的客戶取消訂閱，供應商未來漲價空間有限。隨著視訊點播服務提供商投入更多時間打造獨家內容，盜版和非法串流媒體在其客戶中也愈發猖獗。
此類詐欺活動對平台的收益能力產生了重大影響。
娛樂習慣的改變，尤其是年輕一代的娛樂習慣的改變，將阻礙 VOD 服務的成長。
隨著短影片的受歡迎程度呈指數級成長，視訊點播平台上的長篇內容（如電影和電視節目）卻無法吸引年輕觀眾的注意。
依地區分類，有關內容和用戶資料保護的嚴格規定將增加服務提供者的合規和營運成本。
老年人群體缺乏必要的數位技能，這將阻礙 VOD 平台在某些人群中的未來發展和採用。

成長動力

VOD服務供應商現在以製作工作室的形式運作。
持續製作內容和擴展影片庫的能力大幅吸引和留住了 VOD 平台的用戶。
不斷的技術進步和具有高畫質和先進串流技術（如 4K/8K 解析度）的智慧型裝置的普及改善用戶體驗並刺激消費者採用 VOD。
互聯互通技術的快速發展顯著擴展了視訊點播市場。隨著全球網際網路和頻寬的不斷提高，越來越多的終端用戶可以享受可靠的視訊點播平台存取和低延遲串流媒體服務。
新的經營模式，尤其是廣告支援的串流媒體，將為成長提供巨大的推動力。 AVOD 不僅能夠實現收益源的多樣化，還能為使用者提供更實惠的內容存取方式。
包括拉丁美洲、非洲和中東在內的新興市場為 VOD 供應商擴大國際基本客群提供了充足的機會。
串流媒體產業中人工智慧和機器學習應用的興起幫助 VOD 平台提高效率、增強用戶忠誠度，並最終創造額外收益。

With the limitations on subscription-based revenue growth, VOD vendors are innovating their monetization strategies. Major market participants have adopted hybrid approaches, combining subscription, advertising, and pay-per-view strategies. Advertising, in particular, has proven to be a major revenue driver for streaming operators.

Rapid technological advancements in the broader M&E and streaming industries, especially with the expansion of artificial intelligence (AI), large language models (LLM), and machine learning (ML) use cases, are causing significant disruption in the VOD market.

VOD vendors are incorporating technologies such as AI and ML across their workflows to gain efficiencies in content distribution and advertising insertion, create intelligent recommendation engines, increase content personalization, and boost user interaction on their platforms.

This study covers the global market for video on demand (VOD) services that go over the top (OTT), i.e., providers that distribute video content directly to customers over a non-managed public internet connection. This report excludes other means of delivering on-demand video, such as satellite services or Internet Protocol TV (IPTV), video-hosting platforms like YouTube, and social live-streaming services such as Twitch or Kick.

VOD consists of a distribution system that allows users to instantly access and stream their preferred content from a platform's online media library. With the OTT model, end users can access content without requiring any memory space via an open internet connection and compatible devices such as tablets, laptops, smart TVs, smartphones, or streaming sticks. During the past decade, billions of users have adopted these services as their primary entertainment channel.

This study broadly addresses the global VOD industry in terms of drivers, restraints, pricing trends, and growth opportunities, along with a more detailed quantitative analysis for the subscription video on demand (SVOD) segment of the market. This analysis includes revenue, paid licenses, and net new licenses forecast, as well as a regional market share estimation.

The Impact of the Top 3 Strategic Imperatives on the VOD Industry

Competitive Intensity

Why

The accelerated transition from pay TV to VOD services drove hundreds of media and entertainment (M&E) companies across the globe to launch their own streaming platforms. In the past five years, the proliferation of vendors has made the VOD ecosystem an increasingly crowded space.

Frost Perspective

With more online streaming service options than ever, VOD operators differentiate themselves amid fierce competition. Pricing strategies, content quality, and user experience are the main factors impacting VOD platforms' performance and capacity to retain end users.

Innovative Business Models

Why

Not only has the market become more fragmented in recent years but rising inflation rates and the worsening macroeconomic conditions have also increased subscription fatigue and impacted end users' willingness to pay for multiple streaming services at the same time.

Frost Perspective

With the limitations on subscription-based revenue growth, VOD vendors are innovating their monetization strategies. Major market participants have adopted hybrid approaches, combining subscription, advertising, and pay-per-view strategies. Advertising, in particular, has proven to be a major revenue driver for streaming operators.

Disruptive Technologies

Why

Rapid technological advancements in the broader M&E and streaming industries, especially with the expansion of artificial intelligence (AI), large language models (LLM), and machine learning (ML) use-cases, are causing significant disruption in the VOD market.

Frost Perspective

VOD vendors are incorporating technologies such as AI and ML algorithms across their workflows to gain efficiencies in content distribution and advertising insertion, create intelligent recommendation engines, increase content personalization, and boost user interaction on their platforms.

Scope of Analysis

This study covers the global market for video on demand (VOD) services that go over the top (OTT), i.e., providers that distribute video content directly to customers over a non-managed public internet connection. This report excludes other means of delivering on-demand video, such as satellite services or Internet Protocol TV (IPTV), video-hosting platforms like YouTube, and social live-streaming services such as Twitch or Kick.
VOD consists of a distribution system that allows users to instantly access and stream their preferred content from a platform's online media library. With the OTT model, end users can access content without requiring any memory space via an open internet connection and compatible devices such as tablets, laptops, smart TVs, smartphones, or streaming sticks. During the past decade, hundreds of VOD platforms emerged across the globe, leading billions of users to adopt these services as their primary entertainment channel.
This study broadly addresses the global VOD industry in terms of drivers, restraints, and growth opportunities, along with a more detailed quantitative analysis for the subscription video on demand (SVOD) segment of the market. This analysis includes revenue, paid licenses, and net new licenses forecast, as well as a regional market share estimation.

Growth Restraints

Service providers compete not only against alternative VOD vendors, but also against other types of home entertainment services, such as pay TV, video games, and social media.
Customer churn and subscription fatigue have turned into a major challenge for VOD platforms in recent years.
With a growing number of customers cancelling subscriptions, future price increases are limited for vendors. With increasing hours of exclusive content being created by VOD service operators, piracy practices and illegal streaming became more frequent among customers.
These unauthorized practices significantly impact platforms' ability to generate revenue.
Changing entertainment habits, especially across the youngest generations, hinder the ability of VOD services to grow.
With short-form video popularity growing exponentially, longer pieces of content on VOD platforms, such as movies and TV shows, are less able to capture the attention of young audiences.
Strict regulations on content and user data protection legislation across some geographies increase compliance and operational costs for services providers.
The lack of necessary digital skills across older age groups hinders future growth and VOD platform adoption among certain demographics.

Growth Drivers

VOD service providers now operate as production studios.
The ability to continuously create content and expand video libraries is significantly attracting and retaining users in VOD platforms.
Constant technological evolution and growing adoption of smart devices with advanced streaming technology like high definition and 4K/8K resolution enhance the user experience and fuel VOD adoption among consumers.
Rapid advancements in connectivity are notably expanding the VOD addressable market. With higher internet and bandwidth penetration across the globe, an increasing number of end users can access VOD platforms reliably and enjoy low-latency streaming.
The emergence of new business models, especially ad-supported streaming, significantly boosts growth. AVOD enables revenue streams diversification while allowing users to access content more affordably.
Developing regions, including markets in Latin America, Africa, and the Middle East, provide a wealth of opportunities for VOD vendors to expand their customer base internationally.
The rise of AI and ML applications across the streaming industry is helping VOD platforms to gain efficiencies, increase user loyalty, and thus generate further revenue.