影音市場洞察:中國

儘管面臨生活成本上升和後疫情時代環境的課題，中國視頻娛樂市場仍呈現復甦跡象。票房收入大幅成長，推動了新興的交易型影片（按次付費）細分市場的發展。隨著訂閱式隨選視訊 (SVoD) 和付費電視用戶數量趨於持平，主要業者正在調整定價和行銷策略，以進一步推動成長。

目標地區：澳洲、比利時、巴西、加拿大、丹麥、芬蘭、法國、德國、印度、義大利、日本、墨西哥、荷蘭、挪威、波蘭、俄羅斯、韓國、西班牙、瑞典、英國和美國

市場趨勢：

預計 2024 年中國視訊娛樂市場收入將下降 4%，至 2,020 億元人民幣，主要原因是票房收入下降 23%。其他細分市場保持穩定或略有成長。

付費電視是最大的細分市場，在2024年基本持平，但預計在整個預測期內將略有增長，這得益於IPTV的持續普及和價格調整。

SVoD仍然是第二大細分市場，但市場成熟度、廣告支援內容的擴展以及來自短視頻平台的激烈競爭日益制約其增長。雖然電影院細分市場預計將在2025年復甦，但其長期預測已根據全球趨勢下調。

數位交易規模雖然較小，但卻是成長最快的細分市場，這主要得益於主要串流媒體平台提供的優質租賃服務。

本報告回顧了中國視訊娛樂市場的整體情況，並評估了該行業數位轉型的影響因素和推動因素。重點涵蓋領域包括：

• 線上影片：電子銷售（電影和電視）、iVoD（電影）、SVoD 和廣告 VoD（AVoD）
• 訂閱付費電視（有線/衛星電視月費）
• 票房
• 付費數位 VoD：TrueVoD
• 家庭視訊 DVD 和藍光（銷售和租賃）

目錄

• 簡介
• 詞彙表
• 宏觀經濟與政府法規
• 消費性電子硬體概述
• 執行摘要
• 視訊娛樂市場展望
• 訂閱電視：付費電視和 SVoD
• SVoD 產業概述
• SVoD 與國際地區對比
• 主要 SVoD 概況服務
• SVoD 與付費電視儀錶板
• 付費電視儀錶板
• 付費電視展望
• 電影票房
• 電影票房市場展望
• 電影票房趨勢
• 交易影片趨勢
• 交易零售價值展望
• 交易影片概覽

Despite the challenges posed by the cost-of-living crisis and post-pandemic landscape, China's Video Entertainment market has edged into recovery. The box office has seen tremendous growth, pushing the nascent Transactional Video segment. SVoD and Pay-TV have reached a balance in the number of subscribers, so major players are adjusting prices and market strategies to generate growth.

Geographic coverage includes: Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, India, Italy, Japan, Mexico, Netherlands, Norway, Poland, Russia, South Korea, Spain, Sweden, UK, USA.

Market Trends:

In 2024, China's Video Entertainment market revenue declined by 4% to RMB202 billion, largely due to a 23% drop in theatrical revenues. Other segments remained stable or recorded modest growth.

Pay-TV, the largest segment, was near flat in 2024 and is expected to grow marginally over the outlook period, supported by continued IPTV uptake and pricing adjustments.

SVoD remains the second-largest segment, though its growth is increasingly constrained by market maturity, the availability of content via ad-funded models, and strong competition from short-video platforms. While the theatrical segment is expected to rebound in 2025, its longer-term forecast has been revised down in line with global trends.

Digital Transactional, though small in scale, is the most dynamic segment, driven by Premium rental offerings led by major streaming platforms.

Areas Explored:

This report reviews the overall video entertainment market in China and assesses the impactors and drivers as the sector transitions to digital. Key areas covered include:

• Online Video: Electronic sell-through (movie and TV), iVoD (movie), subscription online video (SVoD), advertising VoD (AVoD)
• Subscription Pay-TV (i.e. monthly cable/satellite TV subscription fees)
• Box office
• Pay-TV VoD: True VoD
• Physical home video: DVD & Blu-ray (sell-through and rental)

Did you know?

Futuresource has been tracking, researching and consulting on the international video landscape for more than 30 years. This publication is one in a series of country-specific market insight reports, produced to provide businesses with a fully rounded view of the consumer video market.

Any business operating within this space and its related sectors will benefit from this report, particularly:

• Content providers, broadcasters and their suppliers
• Intermediaries and supply chain companies
• Hardware, infrastructure and service providers
• Content and CE market strategists, marketing and sales professionals
• Companies with interests in adjacent entertainment sectors
• Investors

Table of Contents

• Introduction
• Glossary of Terms
• Macro Economic and Government Regulations
• CE Hardware Overview
• Executive Summary
• Overall Video Entertainment Outlook 2019-2027
• Subscription TV: Pay-TV & SVoD
• SVoD Sector Overview
• SVoD Compared to International territories
• Key SVoD Service Profiles
• SVoD vs Pay-TV Dashboard
• Pay-TV Dashboard
• Pay-TV Outlook
• Box Office
• Box Office Outlook
• Box Office Trends
• Trends in Transactional Video
• Transactional Retail Value Outlook
• Transactional Video Overview