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市場調查報告書
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1851317

隨選視訊：市場佔有率分析、產業趨勢、統計數據和成長預測（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

據估計，2025 年視訊點播市場價值為 1,261.6 億美元，預計到 2030 年將達到 2,188.9 億美元，2025 年至 2030 年的複合年成長率為 11.65%。

視訊點播市場-IMG1

這種加速成長反映了觀眾觀看方式從傳統電視節目向點播串流媒體的穩定轉變，而寬頻的快速普及、設備的廣泛應用以及內容庫的日益豐富是推動這一轉變的重要因素。北美和西歐的超高速光纖和5G網路的普及使得流暢的4K播放成為可能，而亞洲地區本地語言節目的製作預算正在吸引區域觀眾。在拉丁美洲，廣告支持的觀眾群正在蓬勃發展，為價格敏感型家庭提供了新的切入點。市場競爭依然激烈，市場領導者透過內容獨家性、跨服務捆綁銷售和具成本效益的配送網路來規避用戶流失風險。

全球視訊點播市場趨勢與洞察

亞太新興市場AVOD平台的快速普及

亞太地區的觀眾欣然接受了平台低成本、高覆蓋率的廣告服務，這項策略使得該地區的影片收入總額在2023年達到了244億美元（avia.org）。廣告商估計，當年有14億獨立觀眾觀看了總合約140億小時的亞洲內容。預測顯示，隨著AVOD（廣告支援的視訊點播）庫存的擴大，到2030年，該地區將額外釋放210億美元的視訊收入（advanced-television.com）。多語言廣告個人化和基於觀眾的採購推高了CPM（每千次展示成本），使平台能夠彌補合約利潤率的下降。這些因素共同推動AVOD在新興經濟體中從輔助性獲利模式躍升為核心獲利模式。

北美和西歐超高速寬頻普及率不斷提高

光纖到戶的普及、5G固定無線存取以及動態CDN路由支援了超高清視訊的無縫傳輸。西歐的OTT劇集和電影收入將從2023年的310億美元飆升至2029年的480億美元（digitaltvnews.net）。業者正在試行多播輔助單播傳輸技術，該技術可在直播高峰期將頻寬使用量降低90%（streamtvinsider.com）。觀眾可在電視、行動電話和車載螢幕上享受更快的播放速度和更少的緩衝。這些品質提升提高了用戶參與度，並直接支援視訊點播市場穩定的每用戶平均收入（ARPU）。

內容授權成本上漲對平台利潤率帶來壓力。

多年來，各大公司競標熱門IP，導致最低版權費不斷上漲，對服務盈利造成壓力。一些中型服務商正在整合片庫，將自身定位為獨家熱門IP的買家或透過出售龐大的經典片庫來實現盈利的賣家。歐盟委員會指出，生成式人工智慧工具最終可能會降低製作成本，但短期內支出與收益之間的不平衡依然存在（ec.europa.eu）。因此，營運商要么提高價格，要么推出價格更低的廣告支援套餐，從而強化了視訊點播市場中常見的兩種獲利模式。

細分市場分析

儘管SVOD將在2024年佔據84.63%的收入佔有率，反映出其先行者的地位，但AVOD預計11.12%的複合年成長率表明，消費者對低成本娛樂的需求正在加速成長。隨著全球廣告支出轉向連網螢幕，由AVOD驅動的隨選視訊市場規模將進一步擴大。結合少量廣告和適中費用的混合套餐模式將會出現，既能確保可預測的現金流，又能抑制訂閱疲勞。小眾的TVOD窗口期仍將對熱門大片的首映保持重要性，而按次付費的體育賽事仍將保持較高的價格彈性。

新興市場的消費者越來越傾向將AVOD視為首選服務，而非替代方案，這促使平台進行廣告創新在地化並縮短廣告載入時間。同時，廣告商獲得了堪比社群媒體的精準定向投放能力。對於SVOD領域的現有企業而言，逐步轉向廣告模式將有助於緩解ARPU（每位使用者平均收入）的下滑。這些轉變最佳化了獲利模式，但並未改變用戶體驗在整個視訊點播市場的核心地位。

預計到2024年，OTT串流媒體將佔總營收的72%，並在2030年之前以11.3%的複合年成長率成長。與託管式IPTV不同，OTT透過開放的網際網路和自我調整位元率通訊協定實現全球規模化。 MAUD試驗可將尖峰時段頻寬需求降低高達90%，使直播活動更具成本效益（streamtvinsider.com）。因此，即使付費電視點播服務仍然存在，OTT頻道的隨選視訊市場也可能超越傳統有線電視和衛星電視市場。

儘管IPTV在DSL或光纖捆綁服務的地區仍然佔據主導地位，但歐洲HbbTV和巴西TV 3.0的普及凸顯了混合模式。展望未來，視訊點播產業將整合邊緣運算節點，以降低身臨其境型體驗（例如體積視訊）的延遲。

區域分析

2024年，北美將繼續佔據最大的收入佔有率，達到41.65%，這主要得益於寬頻的早期普及和源源不絕的原創內容。行業捆綁套餐將於2025年推出，將多項關鍵服務整合到折扣套餐中，有效緩解用戶訂閱疲勞。聯邦政府的基礎設施補貼將繼續推動農村地區光纖網路的普及，進一步鞏固北美在視訊點播市場的主導地位。

亞太地區是成長最快的地區，預計到2030年複合年成長率將達到12.2%。 5G、雲端運算和在地化等國家級措施將推動avia.org到2023年實現244億美元的收入。印度和中國將引領用戶成長，而日本和韓國則將輸出國際知名的文化熱門內容。強勁的數位廣告支出將進一步推動成長，從而支撐AVOD模式在新興經濟體的可行性。

拉丁美洲的串流視訊點播 (SVOD) 市場正在快速成長，預計到 2029 年將擁有 1.65 億個 SVOD 帳戶。光是巴西一國的訂閱用戶就可能超過 5,900 萬。通訊業者夥伴關係透過持續推進的光纖計劃（例如 Entel 公司在 2024 年投資的 6.18 億美元項目，entel.cl）來促進支付並滿足頻寬需求。儘管全球巨頭佔據主導地位，但本地平台仍然擁有 8% 的市場佔有率，這反映了該地區對視訊點播內容的需求。

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
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章 市場情勢

  • 市場概覽
  • 市場促進因素
    • 亞太新興市場AVOD平台的快速普及
    • 在北美和西歐擴大超高速寬頻部署
    • 全球串流媒體平台正在加大對原創本地語言內容的投資。
    • 在南美洲，將視訊點播服務與通訊和付費電視訂閱捆綁銷售，推動了其普及。
    • 雲端原生CDN和邊緣運算的日益普及將降低視訊點播延遲。
  • 市場限制
    • 內容授權成本上漲對平台利潤率帶來壓力。
    • 加強歐盟對獨家內容交易的反壟斷審查
    • 在成熟的SVOD市場中，由於訂閱疲勞導致解約率上升
  • 監理展望
  • 波特五力分析
    • 買方的議價能力
    • 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

第5章 市場規模與成長預測

  • 按經營模式
    • 訂閱視訊點播 (SVOD)
    • 點播影片廣告（AVOD）
    • 交易型/按次付費（TVOD）
    • 混合動力及其他車型
  • 透過交付技術
    • Over-The-Top（OTT）
    • 網路通訊協定電視（IPTV）隨選視訊
    • 付費電視點播
    • 混合廣播寬頻電視（HbbTV）
  • 依設備類型
    • 智慧型手機和平板電腦
    • 智慧型電視
    • 個人電腦和筆記型電腦
    • 連網串流媒體設備
    • 其他
  • 按內容類型
    • 娛樂與戲劇
    • 運動的
    • 兒童與家庭
    • 教育和紀錄片
    • 其他（新聞、生活風格）
  • 最終用戶
    • 住宅/個人
    • 商業和企業（飯店、航空公司、醫院）
    • 教育機構
    • 公共部門和政府
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
      • 墨西哥
    • 南美洲
      • 巴西
      • 阿根廷
      • 其他南美洲
    • 歐洲
      • 德國
      • 英國
      • 法國
      • 義大利
      • 西班牙
      • 其他歐洲地區
    • 亞太地區
      • 中國
      • 日本
      • 韓國
      • 印度
      • 澳洲
      • 紐西蘭
      • 亞太其他地區
    • 中東和非洲
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 南非
      • 其他中東和非洲地區

第6章 競爭情勢

  • Strategic Developments
  • Vendor Positioning Analysis
  • 公司簡介
    • Amazon.com Inc.（Prime Video）
    • Netflix Inc.
    • The Walt Disney Company（Disney+and Hulu）
    • Warner Bros. Discovery Inc.（Max）
    • Apple Inc.（Apple TV+）
    • Alphabet Inc.（YouTube Premium and YouTube TV）
    • Comcast Corporation（Peacock and Xfinity On-Demand）
    • Paramount Global（Paramount+）
    • Roku Inc.
    • Tencent Holdings Ltd.（Tencent Video）
    • Alibaba Group（Youku Tudou）
    • Baidu Inc.（iQIYI）
    • Zee Entertainment Enterprises Ltd.（ZEE5）
    • Reliance Industries Ltd.（JioCinema）
    • Novi Digital Entertainment Pvt. Ltd.（Disney+Hotstar）
    • KT Corporation（Olleh TV）
    • Rakuten Group（Rakuten Viki）
    • Sky Group Limited（NOW）
    • Telstra Corporation（Telstra TV Box Office）
    • PCCW Media（Viu）
    • Globoplay（Grupo Globo）
    • Shahid（MBC Group）
    • Showmax（MultiChoice）
    • Canal+Group（myCanal）
    • Vubiquity Inc.

第7章 市場機會與未來展望

簡介目錄
Product Code: 49137

The Video-on-Demand market size is estimated at USD 126.16 billion in 2025 and is forecast to reach USD 218.89 billion by 2030, advancing at an 11.65% CAGR over 2025-2030.

Video-on-Demand - Market - IMG1

This acceleration mirrors the steady shift from scheduled television to on-demand streaming, supported by rapid broadband rollouts, device proliferation, and richer content libraries. Ultra-high-speed fiber and 5G coverage in North America and Western Europe enable smooth 4K playback, while local-language production budgets in Asia keep regional viewers engaged. The surge of ad-supported tiers offers price-sensitive households alternative entry points, and telecom bundles are lowering acquisition costs in Latin America. The competitive intensity remains high as market leaders hedge churn risk through content exclusivity, cross-service bundles, and cost-efficient delivery networks.

Global Video-on-Demand Market Trends and Insights

Rapid Adoption of AVOD Platforms in Emerging Asia-Pacific Markets

Asia-Pacific audiences are embracing ad-supported offerings as platforms trade lower fees for higher reach, a tactic that garnered a USD 24.4 billion regional video revenue pool in 2023 avia.org. Advertisers value the 1.4 billion unique viewers who collectively streamed almost 14 billion hours of Asian content in the same year avia.org. Forecasts suggest the region will unlock another USD 21 billion in video earnings by 2030 as AVOD inventory scales advanced-television.com . Multilingual ad load personalization and audience-based buying is raising CPMs, allowing platforms to offset thinner subscription margins. Together, these dynamics elevate AVOD from a supplemental to a core monetization pillar across emerging economies.

Expansion of Ultra-High-Speed Broadband Rollout in North America & Western Europe

Fiber-to-the-home penetration, 5G fixed-wireless access, and dynamic CDN routing now underpin seamless UHD delivery. Western European OTT episode and movie revenue will jump to USD 48 billion by 2029 from USD 31 billion in 2023 digitaltvnews.net . Operators are piloting multicast-assisted unicast delivery that can trim bandwidth use by as much as 90% during live traffic peaks streamtvinsider.com . Viewers benefit through faster start times and reduced buffering across TVs, phones, and in-vehicle screens. Such quality upgrades raise engagement minutes, directly supporting ARPU stability within the Video-on-Demand market.

Escalating Content Licensing Costs Squeezing Platform Margins

Multiyear bidding wars over hit franchises inflate minimum guarantees, squeezing service profitability. Some mid-tier providers have culled libraries, positioning themselves either as buyers of exclusive hits or as sellers monetizing deep back catalogs. The European Commission notes that generative AI tools could eventually ease production costs but the near-term imbalance between spending and returns persists ec.europa.eu. Consequently, operators either push prices up or introduce lower-tier plans with ads, reinforcing the two-track monetization model visible throughout the Video-on-Demand market.

Other drivers and restraints analyzed in the detailed report include:

  1. Increased Content Investments in Local-Language Originals by Global Streamers
  2. Bundling of VoD with Telecom & Pay-TV Subscriptions Driving Uptake in South America
  3. Rising Churn Rates Due to Subscription Fatigue in Matured SVOD Markets

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

SVOD controlled 84.63% revenue in 2024, reflecting its early-mover status, but AVOD's 11.12% forecast CAGR signals accelerating demand for low-cost entertainment. The Video-on-Demand market size attributable to AVOD will widen as global advertising outlays migrate to connected screens. Hybrid packages that merge limited ads with modest fees are emerging to curb subscription fatigue while preserving predictable cash receipts. Niche TVOD windows retain relevance for blockbuster premieres, with sports pay-per-view sustaining premium pricing elasticity.

Consumers in emerging economies increasingly treat AVOD as a first-choice service rather than a fallback, prompting platforms to localize ad creative and shorten ad loads. Advertisers, meanwhile, gain addressable targeting that rivals social media precision. For SVOD incumbents, gradual entry into advertising mitigates ARPU erosion. Together, these shifts refine monetization structures without altering the centrality of customer experience within the broader Video-on-Demand market.

OTT streaming garnered 72% of 2024 revenues and is forecast at 11.3% CAGR through 2030. Unlike managed IPTV, OTT scales globally via open internet and adaptive bitrate protocols. MAUD trials that cut peak bandwidth needs by up to 90% further bolster cost efficiency for live events streamtvinsider.com. Thus, the Video-on-Demand market size for OTT channels will outpace legacy cable and satellite, even where Pay-TV VoD persists.

IPTV remains entrenched in regions with bundled DSL and fiber offerings, while HbbTV adoption in Europe and Brazil's upcoming TV 3.0 highlight hybrid models that blend broadcast reach with broadband flexibility advanced-television.com. Looking ahead, the Video-on-Demand industry will integrate edge compute nodes to slash latency for immersive experiences such as volumetric video.

The Video-On-Demand (VoD) Market Report is Segmented by Business Model (Subscription VoD, Advertising VoD, and More), Delivery Technology (OTT Streaming, IPTV VoD, and More), Device Type (Smartphones and Tablets, Smart TVs, and More), Content Genre (Entertainment and Drama, Sports, and More), End-User (Residential, Commercial and Enterprise, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Geography Analysis

North America remained the largest contributor at 41.65% revenue share in 2024, benefiting from early broadband ubiquity and deep original-content pipelines. Industry bundles launched in 2025 combine multiple flagship services into discounted packages, an antidote to subscription fatigue. Federal infrastructure grants continue to extend rural fiber, reinforcing the Video-on-Demand market's leadership position.

Asia-Pacific is the fastest-growing territory, tracking a 12.2% CAGR to 2030. National initiatives spanning 5G, cloud, and local-language production have spurred USD 24.4 billion in 2023 regional revenue avia.org. India and China top subscriber additions, while Japan and South Korea export cultural hits that travel well internationally. Growth is further supported by robust digital advertising spend, underpinning AVOD viability across emerging economies.

Latin America shows accelerating scale, projected to host 165 million SVOD accounts by 2029 advanced-television.com. Brazil alone may surpass 59 million subs. Telco partnerships ease payments and satisfy bandwidth requirements via ongoing fiber projects such as Entel's USD 618 million 2024 investment entel.cl. Although global majors dominate, local platforms still secure 8% market share, reflecting regional storytelling demand within the Video-on-Demand market.

  1. Amazon.com Inc. (Prime Video)
  2. Netflix Inc.
  3. The Walt Disney Company (Disney+ and Hulu)
  4. Warner Bros. Discovery Inc. (Max)
  5. Apple Inc. (Apple TV+)
  6. Alphabet Inc. (YouTube Premium and YouTube TV)
  7. Comcast Corporation (Peacock and Xfinity On-Demand)
  8. Paramount Global (Paramount+)
  9. Roku Inc.
  10. Tencent Holdings Ltd. (Tencent Video)
  11. Alibaba Group (Youku Tudou)
  12. Baidu Inc. (iQIYI)
  13. Zee Entertainment Enterprises Ltd. (ZEE5)
  14. Reliance Industries Ltd. (JioCinema)
  15. Novi Digital Entertainment Pvt. Ltd. (Disney+ Hotstar)
  16. KT Corporation (Olleh TV)
  17. Rakuten Group (Rakuten Viki)
  18. Sky Group Limited (NOW)
  19. Telstra Corporation (Telstra TV Box Office)
  20. PCCW Media (Viu)
  21. Globoplay (Grupo Globo)
  22. Shahid (MBC Group)
  23. Showmax (MultiChoice)
  24. Canal+ Group (myCanal)
  25. Vubiquity Inc.

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 LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Rapid adoption of AVOD platforms in emerging Asia-Pacific markets
    • 4.2.2 Expansion of ultra-high-speed broadband rollout in North America and Western Europe
    • 4.2.3 Increased content investments in local-language originals by global streamers
    • 4.2.4 Bundling of VoD with telecom and pay-TV subscriptions driving uptake in South America
    • 4.2.5 Growing adoption of cloud-native CDN and edge compute lowering VoD latency
  • 4.3 Market Restraints
    • 4.3.1 Escalating content licensing costs squeezing platform margins
    • 4.3.2 Intensifying antitrust scrutiny over exclusive content deals in EU
    • 4.3.3 Rising churn rates due to subscription fatigue in matured SVOD markets
  • 4.4 Regulatory Outlook
  • 4.5 Porter's Five Forces Analysis
    • 4.5.1 Bargaining Power of Buyers
    • 4.5.2 Bargaining Power of Suppliers
    • 4.5.3 Threat of New Entrants
    • 4.5.4 Threat of Substitutes
    • 4.5.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Business Model
    • 5.1.1 Subscription Video-on-Demand (SVOD)
    • 5.1.2 Advertising Video-on-Demand (AVOD)
    • 5.1.3 Transactional/Pay-per-view (TVOD)
    • 5.1.4 Hybrid and Other Models
  • 5.2 By Delivery Technology
    • 5.2.1 Over-the-Top (OTT) Streaming
    • 5.2.2 Internet Protocol Television (IPTV) VoD
    • 5.2.3 Pay-TV VoD
    • 5.2.4 Hybrid Broadcast Broadband TV (HbbTV)
  • 5.3 By Device Type
    • 5.3.1 Smartphones and Tablets
    • 5.3.2 Smart TVs
    • 5.3.3 PCs and Laptops
    • 5.3.4 Connected Streaming Devices
    • 5.3.5 Others
  • 5.4 By Content Genre
    • 5.4.1 Entertainment and Drama
    • 5.4.2 Sports
    • 5.4.3 Kids and Family
    • 5.4.4 Educational and Documentary
    • 5.4.5 Others (News, Lifestyle)
  • 5.5 By End-user
    • 5.5.1 Residential / Individual
    • 5.5.2 Commercial and Enterprise (Hotels, Airlines, Hospitals)
    • 5.5.3 Educational Institutions
    • 5.5.4 Public Sector and Government
  • 5.6 By Geography
    • 5.6.1 North America
      • 5.6.1.1 United States
      • 5.6.1.2 Canada
      • 5.6.1.3 Mexico
    • 5.6.2 South America
      • 5.6.2.1 Brazil
      • 5.6.2.2 Argentina
      • 5.6.2.3 Rest of South America
    • 5.6.3 Europe
      • 5.6.3.1 Germany
      • 5.6.3.2 United Kingdom
      • 5.6.3.3 France
      • 5.6.3.4 Italy
      • 5.6.3.5 Spain
      • 5.6.3.6 Rest of Europe
    • 5.6.4 Asia-Pacific
      • 5.6.4.1 China
      • 5.6.4.2 Japan
      • 5.6.4.3 South Korea
      • 5.6.4.4 India
      • 5.6.4.5 Australia
      • 5.6.4.6 New Zealand
      • 5.6.4.7 Rest of Asia-Pacific
    • 5.6.5 Middle East and Africa
      • 5.6.5.1 United Arab Emirates
      • 5.6.5.2 Saudi Arabia
      • 5.6.5.3 South Africa
      • 5.6.5.4 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Strategic Developments
  • 6.2 Vendor Positioning Analysis
  • 6.3 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Products and Services, and Recent Developments)
    • 6.3.1 Amazon.com Inc. (Prime Video)
    • 6.3.2 Netflix Inc.
    • 6.3.3 The Walt Disney Company (Disney+ and Hulu)
    • 6.3.4 Warner Bros. Discovery Inc. (Max)
    • 6.3.5 Apple Inc. (Apple TV+)
    • 6.3.6 Alphabet Inc. (YouTube Premium and YouTube TV)
    • 6.3.7 Comcast Corporation (Peacock and Xfinity On-Demand)
    • 6.3.8 Paramount Global (Paramount+)
    • 6.3.9 Roku Inc.
    • 6.3.10 Tencent Holdings Ltd. (Tencent Video)
    • 6.3.11 Alibaba Group (Youku Tudou)
    • 6.3.12 Baidu Inc. (iQIYI)
    • 6.3.13 Zee Entertainment Enterprises Ltd. (ZEE5)
    • 6.3.14 Reliance Industries Ltd. (JioCinema)
    • 6.3.15 Novi Digital Entertainment Pvt. Ltd. (Disney+ Hotstar)
    • 6.3.16 KT Corporation (Olleh TV)
    • 6.3.17 Rakuten Group (Rakuten Viki)
    • 6.3.18 Sky Group Limited (NOW)
    • 6.3.19 Telstra Corporation (Telstra TV Box Office)
    • 6.3.20 PCCW Media (Viu)
    • 6.3.21 Globoplay (Grupo Globo)
    • 6.3.22 Shahid (MBC Group)
    • 6.3.23 Showmax (MultiChoice)
    • 6.3.24 Canal+ Group (myCanal)
    • 6.3.25 Vubiquity Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-Need Assessment