首頁 > 市場調查報告書 > 通訊

Contents

市場調查報告書

商品編碼

1878261

視訊點播市場－2025-2030年預測

Video on Demand Market - Forecasts from 2025 to 2030

出版日期: 2025年11月02日 | 出版商:

Knowledge Sourcing Intelligence | 英文 145 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

隨選視訊市場預計將從 2025 年的 1,866.03 億美元成長到 2030 年的 2,874.13 億美元，複合年成長率為 9.02%。

視訊點播市場分析

視訊點播 (VOD) 平台透過 IP 網路傳輸非線性視訊內容，支援跨裝置非同步觀看，不受播出時間表的限制。核心架構包括訂閱式視訊點播 (SVOD)、交易式視訊點播 (TVOD)、廣告支援式視訊點播 (AVOD) 和混合模式。內容管道整合了工作室授權、原創內容和使用者生成內容庫，並透過 CDN 邊緣快取、自適應位元率串流媒體 (ABR) 和受 DRM 保護的 HLS/DASH 容器進行傳輸。該市場顛覆了傳統電視和院線發行窗口，縮短了發行週期，並透過演算法推薦引擎將觀眾細分為多個微群體。在競爭格局中，全球 OTT 巨頭與區域性 SVOD新興企業展開角逐，用戶解約率降低、內容攤銷和每用戶平均收入 (ARPU) 最佳化是關鍵績效指標 (KPI)。

市場促進因素

按需消費的必然性

觀眾的行為已不可逆轉地轉向了時移式、跨裝置觀看。追劇、第二螢幕互動以及短時觀看（行動裝置上的平均觀看時長為 6-8 分鐘）都要求內容庫無限豐富且播放零延遲。隨著家庭用戶優先選擇單點播放，傳統付費電視方案的用戶流失率高達每年 5-7%。 SVOD（訂閱視訊點播）的普及率與寬頻速度密切相關。 1Gbps 光纖網路支援 4K HDR 杜比視界傳輸，而 5G 固定無線存取 (FWA) 則使遍遠地區的串流媒體播放成為可能。利用觀看歷史、隱含評分和情境元元資料的個人化演算法驅動了 75-80% 的觀看量，從而將內容發現轉化為客戶維繫的良性循環。

智慧型設備的普及

網路連線裝置的普及（美國65%的家庭擁有智慧型電視，以及Roku/Fire TV/Apple TV等連網電視平台和行動裝置）實現了無所不在的存取。超過1.5億台三星Tizen設備和超過2億台Android TV設備預先安裝了OTT應用，降低了用戶存取的門檻。遊戲主機（PlayStation、Xbox）佔據了長影片內容觀看量的15%，而車載資訊娛樂系統（特斯拉OTA、BMWiDrive）正成為重要的全新發行管道。邊緣運算和QUIC通訊協定將緩衝時間縮短至兩秒以內，這對於混合直播和點播內容分發（例如區域體育賽事報告、選舉報告等）至關重要。

本報告的主要優勢：

深入分析：提供對主要和新興地區的深入市場洞察，重點關注客戶群、政府政策和社會經濟因素、消費者偏好、垂直行業和其他細分市場。
競爭格局：了解全球主要參與者的策略舉措，並了解透過正確的策略實現市場滲透的潛力。
市場促進因素與未來趨勢：探討影響市場的動態因素和關鍵趨勢及其對未來市場發展的影響。
可操作的建議：利用這些見解，在動態環境中做出策略決策，並開拓新的商機和收入來源。
受眾廣泛：對Start-Ups、研究機構、顧問公司、中小企業和大型企業都很有用且經濟實惠。

您打算如何使用這份報告？

產業與市場分析、機會評估、產品需求預測、打入市場策略、地理擴張、資本投資決策、法規結構及影響、新產品開發、競爭情報

研究範圍：

2022年至2024年的歷史數據和2025年至2030年的預測數據
成長機會、挑戰、供應鏈前景、法規結構與趨勢分析
競爭定位、策略和市場佔有率分析
按業務板塊和地區分類的收入成長和預測評估，包括國家/地區
公司概況（策略、產品、財務資訊、關鍵發展等）

Video on Demand (VOD) platforms deliver non-linear video content over IP networks, enabling asynchronous consumption across devices without broadcast schedules. Core architectures encompass subscription VOD (SVOD), transactional VOD (TVOD), ad-supported VOD (AVOD), and hybrid models. Content pipelines integrate studio licensing, original production, and user-generated libraries, distributed via CDN edge caching, adaptive bitrate streaming (ABR), and DRM-protected HLS/DASH containers. The market has disrupted linear television and theatrical windows, compressing release cycles and fragmenting audiences into micro-cohorts driven by algorithmic recommendation engines. Competitive dynamics pit global OTT giants against regional SVOD challengers, with churn mitigation, content amortization, and ARPU optimization as paramount KPIs.

Market Drivers

On-Demand Consumption Imperative

Viewer behavior has shifted irreversibly toward time-shifted, device-agnostic access. Binge-watching, second-screen engagement, and micro-session viewing (average 6-8 minutes on mobile) demand infinite catalogs and zero-latency playback. Traditional pay-TV bundles suffer 5-7% annual subscriber erosion as households prioritize a la carte libraries. SVOD penetration correlates with broadband velocity: 1 Gbps fiber enables 4K HDR Dolby Vision pipelines, while 5G fixed wireless access (FWA) unlocks rural streaming. Personalization algorithms-leveraging watch history, implicit ratings, and contextual metadata-drive 75-80% of viewed titles, turning discovery into retention flywheels.

Smart Device Ubiquity

Proliferation of internet-connected endpoints-smart TVs (65% U.S. household penetration), CTV platforms (Roku, Fire TV, Apple TV), and mobile devices-creates ubiquitous entry points. OTT apps pre-installed on 150+ million Samsung Tizen sets and 200+ million Android TV devices lower acquisition friction. Gaming consoles (PlayStation, Xbox) contribute 15% of long-form viewing, while automotive infotainment (Tesla OTA, BMW iDrive) emerges as a dark-horse vector. Edge computing and QUIC protocol reduce buffering to sub-2 seconds, critical for live-linear VOD hybrids (e.g., sports blackouts, election coverage).

Key Developments

FanHero All-in-One Platform (March 2023)

FanHero launched a white-label video cloud enabling creators and enterprises to deploy branded SVOD/AVOD channels with live and on-demand workflows. The stack consolidates encoding (x264/x265/ AV1), CMS, paywall (subscription, TVOD, PPV), and analytics under a single pane. Monetization levers include affiliate splits, in-player e-commerce, and product bundling. Scalable to 4K60 HDR, the platform targets verticals from corporate learning to sports leagues, offering 95% revenue share and real-time KPIs (LTV, CAC, churn propensity).

Brightcove Ad Monetization with Magnite (March 2023)

Brightcove introduced server-side (SSAI) and client-side ad insertion (CSAI) across web, iOS, Android, and CTV, powered by Magnite's sell-side platform. The service fills unsold inventory via header bidding, yield-optimizing CTV programmatic (OpenRTB 2.6). Integration with Google Ad Manager and FreeWheel enables unified campaign management. Features include competitive separation, frequency capping, and contextual targeting (genre, mood, IAB categories). Early adopters report 20-30% fill rate uplift and 15% CPM premium over VAST-only stacks.

Segmentation Analysis

Media and Entertainment Dominance

The media and entertainment vertical accounts for >85% of VOD revenue, functioning as both content supplier and distribution layer. Studios amortize $150-200 million tentpoles across theatrical, PVOD, SVOD, and AVOD windows within 45-90 days. Originals-$18 billion Netflix 2023 slate-fuel subscriber acquisition, with 60-90-day exclusivity before syndication. Live sports (NFL Sunday Ticket, UEFA Champions League) and news (CNN+, MSNBC) migrate to hybrid VOD, blending scheduled streams with 72-hour catch-up. Metadata granularity-scene-level tagging, celebrity indexing-powers shoppable video and interactive narratives.

Geographical Outlook

North America Maturity

North America retains ~40% global SVOD revenue despite <20% subscriber base, driven by high ARPU ($14-16/month) and English-language content flywheel. Cord-cutting accelerates-27 million U.S. households projected pay-TV-free by 2025-forcing MVPDs into vMVPD bundles (YouTube TV, Hulu + Live). Market saturation triggers price tiering (ad-supported Netflix, Disney+ Basic) and bundling (Disney+/Hulu/ESPN+). CTV ad spend reaches $27 billion in 2023, with 70% programmatic. Regulatory scrutiny (DOJ vs. Paramount/SkyShowtime, FCC broadband labels) shapes merger and net neutrality frameworks.

Asia-Pacific Hypergrowth

APAC captures 45% of net subscriber additions, led by India (Hotstar, JioCinema) and China (iQiyi, Tencent Video, Youku). Local-language originals-Korean dramas, Bollywood, Mandarin variety-achieve 90% viewership share within platforms. Mobile-first consumption (80% India sessions <30 minutes) demands lightweight apps and 144p fallback streams. 5G rollout (China 1.4 million base stations) enables 4K mobile streaming, while AVOD tiers monetize low-ARPU markets (Hotstar $1/month). Regional consolidation-Viu/Viu Premium mergers, WeTV/Tencent synergies-intensifies content arms races.

The VOD ecosystem converges content, connectivity, and commerce. Technical frontiers include:

AV1 codec at scale (Netflix 25% traffic, YouTube 70%).
Shoppable video via NFC frame-accurate overlays.
AI dubbing/synthesis (HeyGen, DeepDub) for 100+ language localization.
Blockchain micropayments for fractional PPV. Churn (5-7% monthly) remains the existential metric; retention hinges on content velocity, UI latency, and predictive cancellation models. As windowing collapses and ad loads rise, viewer tolerance for interruptions versus subscription fatigue defines the next equilibrium. The platform that masters cross-device continuity, contextual commerce, and privacy-compliant personalization will command the decade.

Key Benefits of this Report:

Insightful Analysis: Gain detailed market insights covering major as well as emerging geographical regions, focusing on customer segments, government policies and socio-economic factors, consumer preferences, industry verticals, and other sub-segments.
Competitive Landscape: Understand the strategic maneuvers employed by key players globally to understand possible market penetration with the correct strategy.
Market Drivers & Future Trends: Explore the dynamic factors and pivotal market trends and how they will shape future market developments.
Actionable Recommendations: Utilize the insights to exercise strategic decisions to uncover new business streams and revenues in a dynamic environment.
Caters to a Wide Audience: Beneficial and cost-effective for startups, research institutions, consultants, SMEs, and large enterprises.

What do businesses use our reports for?

Industry and Market Insights, Opportunity Assessment, Product Demand Forecasting, Market Entry Strategy, Geographical Expansion, Capital Investment Decisions, Regulatory Framework & Implications, New Product Development, Competitive Intelligence

Report Coverage:

Historical data from 2022 to 2024 & forecast data from 2025 to 2030
Growth Opportunities, Challenges, Supply Chain Outlook, Regulatory Framework, and Trend Analysis
Competitive Positioning, Strategies, and Market Share Analysis
Revenue Growth and Forecast Assessment of segments and regions including countries
Company Profiling (Strategies, Products, Financial Information, and Key Developments among others.

Market Segmentation:

By Business model
Hardware
Software
On-premise
Cloud
Services
By Industry Vertical
Education and Training
Health and Fitness
Media and Entertainment
Others
By Geography
North America
USA
Canada
Mexico
South America
Brazil
Argentina
Others
Europe
Germany
France
United Kingdom
Spain
Others
Middle East And Africa
Saudi Arabia
UAE
Israel
Others
Asia Pacific
China
Japan
India
South Korea
Indonesia
Taiwan
Others

1. EXECUTIVE SUMMARY

2. MARKET SNAPSHOT

2.1. Market Overview
2.2. Market Definition
2.3. Scope of the Study

2.4. Market Segmentation

3. BUSINESS LANDSCAPE

3.1. Market Drivers
3.2. Market Restraints
3.3. Market Opportunities
3.4. Porter's Five Forces Analysis
3.5. Industry Value Chain Analysis
3.6. Policies and Regulations
3.7. Strategic Recommendations

4. TECHNOLOGICAL OUTLOOK

5. VIDEO ON DEMAND MARKET BY BUSINESS MODEL

5.1. Introduction
5.2. Hardware
5.3. Software
- 5.3.1. On-premise
- 5.3.2. Cloud
5.4. Services

6. VIDEO ON DEMAND MARKET BY INDUSTRY VERTICAL

6.1. Introduction
6.2. Education and Training
6.3. Health and Fitness
6.4. Media and Entertainment
6.5. Others

7. VIDEO ON DEMAND MARKET BY GEOGRAPHY

7.1. Introduction
7.2. North America
- 7.2.1. USA
- 7.2.2. Canada
- 7.2.3. Mexico
7.3. South America
- 7.3.1. Brazil
- 7.3.2. Argentina
- 7.3.3. Others
7.4. Europe
- 7.4.1. Germany
- 7.4.2. France
- 7.4.3. United Kingdom
- 7.4.4. Spain
- 7.4.5. Others
7.5. Middle East and Africa
- 7.5.1. Saudi Arabia
- 7.5.2. UAE
- 7.5.3. Others
7.6. Asia Pacific
- 7.6.1. China
- 7.6.2. India
- 7.6.3. Japan
- 7.6.4. South Korea
- 7.6.5. Indonesia
- 7.6.6. Thailand
- 7.6.7. Others