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市場調查報告書
商品編碼
1910917

媒體流：市場佔有率分析、產業趨勢與統計、成長預測（2026-2031）

Media Streaming - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
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

預計到 2025 年，媒體串流市場規模將達到 1,408 億美元，到 2026 年將達到 1,511.7 億美元，到 2031 年將達到 2,156.1 億美元，預測期（2026-2031 年）的複合年成長率為 7.36%。

媒體串流市場-IMG1

這一強勁前景的基礎在於，平台正從純訂閱提案向混合盈利模式進行果斷轉型，將付費計劃與廣告相結合，從而抵消不斷上漲的獲客成本並提高盈利。競爭差異化日益依賴對廣告科技堆疊、即時推薦引擎的控制，以及取得獨家內容版權以實現高價定價。網路升級，尤其是5G的部署，支援高位元率傳輸，而邊緣運算的採用則降低了延遲，使4K和8K串流媒體能夠流暢地觸及行動用戶。體育賽事版權的分散化推動了以賽事主導的用戶成長和更高的每千次展示成本（CPM），而區域性內容庫則在低滲透率的農村市場吸引了新的受眾。同時，每年高達180億美元的廣告曝光率預算帶來的利潤壓力迫使營運商在原創內容製作和內容庫共用協議之間尋求平衡，從而加速了整個行業向每個用戶成本最佳化轉型的趨勢。

全球媒體串流媒體市場趨勢與洞察

亞太地區低成本5G資料方案的普及

經濟實惠的 5G 網路的推出改變了用戶的消費模式，使得用戶能夠透過行動連線流暢地觀看高清和 4K 影片。營運商正在補貼數據流量套餐，因為影片流量的成長有助於他們將高階網路投資變現，從而形成良性循環，推動基礎設施部署和內容互動。靠近用戶的邊緣節點進一步降低了延遲，使得個人化建議能夠即時更新。因此，在對價格敏感的新興經濟體中，媒體串流市場正經歷持續成長。

SVOD平台正向北美和歐洲的區域城市擴張

隨著大都會圈日益飽和，主流服務商正將目光轉向區域性城市，因為光纖網路的鋪設和農村寬頻的改善降低了分發成本。雖然本地製作的預算與全球熱門劇集相比較為有限，但具有文化相關性的劇集正在幫助提升服務不足觀眾群體的忠誠度。先進的建議演算法能夠考慮方言和觀看時間，在不增加內容支出的情況下維持用戶參與度，從而為串流媒體市場帶來增量收入。

內容授權成本上漲對利潤率帶來壓力。

Netflix 預測其 2025 年的支出將達到 180 億美元，這凸顯了通膨螺旋式上升的趨勢，即使是領導企業也面臨著盈利壓力。對加值內容庫的激烈競標戰削弱了差異化優勢，因為競爭對手只能將部分成本轉嫁給用戶。雖然共用協議可以減少短期現金流出，但卻削弱了用戶獲取所依賴的壟斷優勢，從而挑戰了整個串流媒體市場的經濟規律。

細分市場分析

即使到了2025年，影片內容仍將保持其在收入中的主導地位，佔比高達77.35%。這反映了用戶已形成的觀看習慣以及對獨家劇集的大量投入，而這些投入有助於提高用戶留存率。同時，音樂服務將繼續以8.82%的複合年成長率成長，這主要得益於檔案體積小巧，即使在網路受限的環境下也能保證穩定的串流媒體播放。隨著人工智慧驅動的播放清單提高每日收聽頻率並擴大廣告庫存，音訊媒體串流市場也將持續擴張。

音樂平台憑藉著低廉的製作成本和跨國界的吸引力，能夠迅速實現全球用戶群的盈利，而影片平台則面臨著不斷成長的長篇內容預算壓力。這種成本差異促使跨格式商品搭售，預示著未來音訊和影片提案將整合在單一應用程式中，以鞏固市場佔有率。

儘管到2025年點播內容庫將佔總收入的86.76%，但直播9.44%的複合年成長率表明，人們對即時體驗的需求正在不斷成長。體育賽事直播和大型真人秀節目能夠吸引廣告商進行“預訂觀看”，並且其單次播放成本高於點播內容。

技術複雜性增強了競爭優勢。邊緣運算和自訂通訊協定能夠應對流量高峰，並將延遲保證在兩秒以下，從而降低用戶接受的心理閾值。掌握這些技術的平台有望在全球大型活動期間佔據越來越大的媒體流市場。

區域分析

北美地區預計到2025年將佔總營收的34.48%，目前正步入成熟階段，營運商的策略重心正從用戶獲取轉向提升用戶終身價值。正如Verizon的融合策略所示，透過光纖和行動合約捆綁銷售，Verizon得以鎖定用戶群體，並在無需大規模行銷投入的情況下提升每位用戶平均收入（ARPU）。儘管體育賽事轉播權的競爭推高了節目製作成本，但成熟的廣告市場支撐著混合型營運商的盈利。

亞太地區預計將以8.97%的複合年成長率成長，這得益於政府對本地內容製作的激勵措施以及5G的加速普及。 Netflix在推出具有文化敏感度的原創內容後，當地觀眾人數激增20%，顯示本土化的故事能夠吸引大量用戶。各國政府正在提供創作者支持基金（尤其是印度10億美元的計畫），以刺激新內容的供應並促進串流媒體市場的發展。然而，不同的資料本地化法規迫使企業建立平行的基礎設施，這提高了中小型品牌的進入門檻。在歐洲，GDPR合規性和語言市場的碎片化推高了營運成本，導致成長不平衡。像Netflix與TF1的合作這樣的分銷協議，展現了混合模式，在這種模式下，串流媒體營運商和傳統廣播公司攜手合作，以滿足監管機構和觀眾的需求。在拉丁美洲，巴西77.2%和智利70.9%的光纖普及率正開始轉化為高清串流媒體的廣泛應用，從而創造了新的商機。非洲仍然是行動優先的地區，因此低頻寬最佳化和可下載內容選項對於挖掘潛在需求至關重要。

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
    • 亞太地區低成本5G資料方案的普及
    • SVOD平台向北美和歐洲二、三線城市的擴張
    • 爭奪獨家體育賽事版權的戰爭推高了價格
    • 透過雲端原生 CDN 和邊緣運算的整合，實現超低延遲直播。
    • 由於免費廣告支援電視（FAST）頻道的興起，廣告庫存增加。
    • 透過捆綁通訊和媒體服務提高用戶留存率
  • 市場限制
    • 內容授權成本上升導致利潤率下降
    • 分散的版權管理阻礙了全球發行時間
    • 新興經濟體「最後一公里」延誤問題依然存在。
    • 加強對資料隱私和本地化的監管審查
  • 監理展望
  • 波特五力分析
    • 供應商的議價能力
    • 買方的議價能力
    • 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

  • 按內容類型
    • 影片串流
    • 音樂串流媒體
  • 按服務類型
    • 直播
    • 點播串流媒體
  • 按收入模式
    • 訂閱（SVOD/AVOD/混合模式）
    • 廣告（AVOD/FAST）
  • 透過串流媒體品質
    • SD
    • HD
    • 4K/UHD
    • 8K
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
      • 墨西哥
    • 南美洲
      • 巴西
      • 阿根廷
      • 墨西哥
      • 南美洲其他地區
    • 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
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 其他中東和非洲地區
    • 非洲
      • 南非
      • 其他非洲地區

第6章 競爭情勢

  • Strategic Developments
  • Vendor Positioning Analysis
  • 公司簡介
    • Netflix Inc.
    • Spotify Technology SA
    • Apple Inc.（Apple TV+, Apple Music）
    • Amazon.com Inc.（Prime Video, Amazon Music）
    • Alphabet Inc.（YouTube, YouTube Music）
    • Tencent Holdings Ltd.（Tencent Video, QQ Music）
    • The Walt Disney Company（Disney+, ESPN+）
    • AT&T Inc.（Max/HBO, DirecTV Stream）
    • Comcast Corp.（Peacock, NOW TV）
    • Roku Inc.
    • Deezer SA
    • Baidu Inc.（iQIYI, Qian Qian Music）
    • British Broadcasting Corporation（BBC iPlayer）
    • Hulu LLC
    • Pandora Media LLC
    • ViacomCBS Inc.（Paramount+）
    • Sony Group Corp.（Crunchyroll, Sony LIV）
    • Naspers Ltd.（Showmax）
    • FuboTV Inc.
    • DAZN Group Ltd.

第7章 市場機會與未來展望

簡介目錄
Product Code: 71468

The media streaming market was valued at USD 140.80 billion in 2025 and estimated to grow from USD 151.17 billion in 2026 to reach USD 215.61 billion by 2031, at a CAGR of 7.36% during the forecast period (2026-2031).

Media Streaming - Market - IMG1

This strong outlook rests on a decisive pivot from subscription-only propositions toward hybrid monetization that combines paid tiers with advertising inventory, enabling platforms to offset rising customer-acquisition costs and improve profitability. Competitive differentiation increasingly stems from control of advertising technology stacks, real-time recommendation engines, and exclusive content rights that secure premium pricing. Network upgrades-in particular 5G rollouts-support higher-bitrate delivery, while edge compute adoption cuts latency, allowing 4K and 8K streams to reach mobile users without buffering. Sports rights fragmentation drives event-led subscriber spikes and higher CPMs, whereas localized content libraries draw new viewers in under-penetrated rural markets. At the same time, margin pressure from USD 18 billion annual content budgets forces operators to balance original production with catalog sharing pacts, accelerating a sector-wide shift toward revenue-per-user optimization.

Global Media Streaming Market Trends and Insights

Proliferation of Low-Cost 5G Data Plans Across Asia-Pacific

Deployment of affordable 5G networks has reshaped consumption patterns by supporting uninterrupted HD and 4K streams on mobile connections. Operators subsidize data packages because elevated video traffic monetizes premium network investments, creating a feedback loop that spurs both infrastructure build-out and content engagement. Edge nodes positioned close to viewers further trim latency, enabling personalized recommendations to refresh in real time. The result is sustained growth for the media streaming market in price-sensitive emerging economies.

SVOD Platform Expansion into Tier-II/III Cities in North America and Europe

Having saturated major metropolitan areas, leading services are targeting secondary cities where fiber rollout and improved rural broadband have lowered delivery cost. Localized production budgets are modest relative to global tent-pole titles, yet culturally tailored series drive higher loyalty among underserved audiences. Sophisticated recommendation algorithms that account for regional dialects and viewing times maintain engagement without raising content outlays, adding incremental revenue to the media streaming market.

Escalating Content-Licensing Costs Compressing Margins

Netflix's USD 18 billion outlay in 2025 underscores an inflationary spiral that squeezes profitability even for scale leaders. Fierce bidding for premium libraries diminishes differentiation because rival services can only pass a portion of costs to subscribers. Sharing agreements reduce immediate cash burn but blunt exclusivity advantages that underpin subscriber acquisition, challenging overall economics of the media streaming market.

Other drivers and restraints analyzed in the detailed report include:

  1. Exclusive Sports-Rights Wars Driving Premium Pricing
  2. Integration of Cloud-Native CDN and Edge Compute for Ultra-Low-Latency Live Streams
  3. Heightened Regulatory Scrutiny on Data Privacy and Localization

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

Segment Analysis

Video maintained a commanding 77.35% revenue slice in 2025, reflecting entrenched viewing habits and heavy investment in exclusive series that anchor user retention. Music services, however, are expanding at an 8.82% CAGR aided by compact file sizes that stream reliably on constrained networks. The media streaming market size for audio is swelling as AI-driven playlists raise daily listening frequency and enlarge ad inventory.

Lower production costs and borderless appeal allow music platforms to monetize global audiences rapidly, while video players shoulder rising budgets for long-form content. This cost asymmetry encourages cross-format bundling, signalling a future where audio and video propositions converge within a single app to protect market share.

On-demand libraries accounted for 86.76% of 2025 revenue, yet live streaming's 9.44% CAGR illustrates growing appetite for real-time experiences. Sporting fixtures and tent-pole reality shows create appointment viewing that advertisers value, lifting revenue per stream above on-demand averages.

Technical complexity strengthens competitive moats: edge compute and custom protocols manage traffic spikes, ensuring latency below the two-second psychological threshold. Platforms mastering these capabilities are positioned to capture incremental media streaming market share during peak global events.

The Media Streaming Market Report is Segmented by Content Type (Video Streaming, Music Streaming), Service Type (Live Streaming, On-Demand Streaming), Revenue Model (Subscription, Advertising), Streaming Quality (SD, HD, 4K/UHD, 8K), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Geography Analysis

North America generated 34.48% of 2025 revenue but is maturing, prompting operators to pivot from user acquisition toward higher lifetime value. Bundling with fiber and mobile contracts, as demonstrated by Verizon's convergence strategy, locks in households and widens ARPU without heavy marketing spend. Sports-rights competition inflates programming costs, yet the presence of established ad markets sustains hybrid-tier profitability.

Asia-Pacific is projected to expand at a 8.97% CAGR, buoyed by governmental encouragement of local content creation and accelerating 5G coverage. Netflix recorded a 20% regional viewing surge after debuting culturally tailored originals, confirming that local narratives unlock outsized engagement. Governments are offering creator funds-India's USD 1 billion initiative is emblematic-that feed fresh catalogs and stimulate the media streaming market. Nonetheless, diverse data-localization rules compel parallel infrastructure builds, raising entry barriers for smaller brands. Europe shows uneven growth as GDPR compliance and fragmented language markets inflate operational overheads. Carriage agreements such as Netflix's tie-up with TF1 illustrate a hybrid model where streaming and traditional broadcasters collaborate to satisfy regulators and audiences. Latin America's fiber penetration-77.2% in Brazil and 70.9% in Chile-has started translating into higher-resolution streaming uptake, creating fresh addressable revenue. Africa remains mobile-first; low-bandwidth optimizations and downloadable content options are crucial to unlock latent demand.

  1. Netflix Inc.
  2. Spotify Technology S.A.
  3. Apple Inc. (Apple TV+, Apple Music)
  4. Amazon.com Inc. (Prime Video, Amazon Music)
  5. Alphabet Inc. (YouTube, YouTube Music)
  6. Tencent Holdings Ltd. (Tencent Video, QQ Music)
  7. The Walt Disney Company (Disney+, ESPN+)
  8. AT&T Inc. (Max / HBO, DirecTV Stream)
  9. Comcast Corp. (Peacock, NOW TV)
  10. Roku Inc.
  11. Deezer S.A.
  12. Baidu Inc. (iQIYI, Qian Qian Music)
  13. British Broadcasting Corporation (BBC iPlayer)
  14. Hulu LLC
  15. Pandora Media LLC
  16. ViacomCBS Inc. (Paramount+)
  17. Sony Group Corp. (Crunchyroll, Sony LIV)
  18. Naspers Ltd. (Showmax)
  19. FuboTV Inc.
  20. DAZN Group Ltd.

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 Proliferation of Low-Cost 5G Data Plans Across Asia-Pacific
    • 4.2.2 SVOD Platform Expansion into Tier-II/III Cities in North America and Europe
    • 4.2.3 Exclusive Sports-Rights Wars Driving Premium Pricing
    • 4.2.4 Integration of Cloud-Native CDN andEdge Compute for Ultra-Low-Latency Live Streams
    • 4.2.5 Rise of FAST (Free Ad-Supported TV) Channels Boosting Ad Inventory
    • 4.2.6 Bundling of Telco andMedia Services Inducing Subscriber Stickiness
  • 4.3 Market Restraints
    • 4.3.1 Escalating Content-Licensing Costs Compressing Margins
    • 4.3.2 Fragmented Rights Management Hindering Global Release Windows
    • 4.3.3 Persistent Last-Mile Latency in Emerging Economies
    • 4.3.4 Heightened Regulatory Scrutiny on Data Privacy andLocalization
  • 4.4 Regulatory Outlook
  • 4.5 Porters Five Forces Analysis
    • 4.5.1 Bargaining Power of Suppliers
    • 4.5.2 Bargaining Power of Buyers
    • 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 Content Type
    • 5.1.1 Video Streaming
    • 5.1.2 Music Streaming
  • 5.2 By Service Type
    • 5.2.1 Live Streaming
    • 5.2.2 On-Demand Streaming
  • 5.3 By Revenue Model
    • 5.3.1 Subscription (SVOD/AVOD/Hybrid)
    • 5.3.2 Advertising (AVOD/FAST)
  • 5.4 By Streaming Quality
    • 5.4.1 SD
    • 5.4.2 HD
    • 5.4.3 4K / UHD
    • 5.4.4 8K
  • 5.5 By Geography
    • 5.5.1 North America
      • 5.5.1.1 United States
      • 5.5.1.2 Canada
      • 5.5.1.3 Mexico
    • 5.5.2 South America
      • 5.5.2.1 Brazil
      • 5.5.2.2 Argentina
      • 5.5.2.3 Mexico
      • 5.5.2.4 Rest of South America
    • 5.5.3 Europe
      • 5.5.3.1 Germany
      • 5.5.3.2 United Kingdom
      • 5.5.3.3 France
      • 5.5.3.4 Italy
      • 5.5.3.5 Spain
      • 5.5.3.6 Rest of Europe
    • 5.5.4 Asia-Pacific
      • 5.5.4.1 China
      • 5.5.4.2 Japan
      • 5.5.4.3 South Korea
      • 5.5.4.4 India
      • 5.5.4.5 Australia
      • 5.5.4.6 New Zealand
      • 5.5.4.7 Rest of Asia-Pacific
    • 5.5.5 Middle East
      • 5.5.5.1 United Arab Emirates
      • 5.5.5.2 Saudi Arabia
      • 5.5.5.3 Rest of Middle East and Africa
    • 5.5.6 Africa
      • 5.5.6.1 South Africa
      • 5.5.6.2 Rest of 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 andServices, and Recent Developments)
    • 6.3.1 Netflix Inc.
    • 6.3.2 Spotify Technology S.A.
    • 6.3.3 Apple Inc. (Apple TV+, Apple Music)
    • 6.3.4 Amazon.com Inc. (Prime Video, Amazon Music)
    • 6.3.5 Alphabet Inc. (YouTube, YouTube Music)
    • 6.3.6 Tencent Holdings Ltd. (Tencent Video, QQ Music)
    • 6.3.7 The Walt Disney Company (Disney+, ESPN+)
    • 6.3.8 AT&T Inc. (Max / HBO, DirecTV Stream)
    • 6.3.9 Comcast Corp. (Peacock, NOW TV)
    • 6.3.10 Roku Inc.
    • 6.3.11 Deezer S.A.
    • 6.3.12 Baidu Inc. (iQIYI, Qian Qian Music)
    • 6.3.13 British Broadcasting Corporation (BBC iPlayer)
    • 6.3.14 Hulu LLC
    • 6.3.15 Pandora Media LLC
    • 6.3.16 ViacomCBS Inc. (Paramount+)
    • 6.3.17 Sony Group Corp. (Crunchyroll, Sony LIV)
    • 6.3.18 Naspers Ltd. (Showmax)
    • 6.3.19 FuboTV Inc.
    • 6.3.20 DAZN Group Ltd.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-Need Assessment