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市場調查報告書
商品編碼
1943225
串流媒體設備市場 - 全球產業規模、佔有率、趨勢、機會及預測(按類型、應用、最終用戶、地區和競爭格局分類,2021-2031年)Streaming Devices Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Application, By End User, By Region & Competition, 2021-2031F |
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全球串流媒體設備市場預計將從 2025 年的 161.1 億美元成長到 2031 年的 365.1 億美元,複合年成長率達到 14.61%。
該市場涵蓋媒體播放機、加密狗和機上盒等硬體解決方案,旨在透過網路連線將數位內容傳輸到顯示螢幕。推動此細分市場發展的關鍵因素是全球高速寬頻基礎設施的擴展以及消費者偏好向OTT服務的顯著結構性轉變。隨著觀眾從傳統的線性廣播轉向點播觀看,連接網際網路和電視顯示器的硬體需求持續成長,從而彌合了數位資源和觀看螢幕之間的鴻溝。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 161.1億美元 |
| 市場規模:2031年 | 365.1億美元 |
| 複合年成長率:2026-2031年 | 14.61% |
| 成長最快的細分市場 | 遊戲機 |
| 最大的市場 | 北美洲 |
儘管存在這些利好因素,但由於整合作業系統的智慧電視日益普及,該行業仍面臨嚴峻的挑戰。隨著電視製造商擴大將原生串流功能直接整合到顯示產品中,許多消費者對外部周邊設備的需求正在降低。這種技術融合限制了獨立串流硬體的潛在市場,因為用戶越來越傾向於無需額外設備即可存取內容的一體化解決方案。然而,該生態系統的經濟成長動能依然強勁。根據互動廣告局 (IAB) 預測,到 2025 年,數位影片廣告支出預計將成長 14%,達到 720 億美元。
OTT( Over-The-Top)串流服務的快速普及是推動市場成長的主要動力,消費者越來越傾向於隨選節目庫而非固定播出的節目。這種行為轉變促使消費者對功能全面的串流媒體設備產生需求,這些設備能夠將不同的內容平台整合到一個統一的介面中。訂閱模式的興起與硬體銷售直接相關,用戶需要專用的電視棒或機上盒來升級非智慧螢幕或增強現有智慧型電視的功能。 Netflix在大規模年10月發布的「2024年第三季財務業績報告」中也反映了這一趨勢,報告顯示其平台的全球付費用戶已達到約2.8272億。
同時,全球「停掉有線電視服務)和「減少在有線電視上的支出)趨勢的加速發展正在重塑整個產業,將需求從傳統的有線電視基礎設施轉移出去。線性付費電視的高昂訂閱費用正促使家庭用戶轉向更靈活、更低成本的網路替代方案,這使得擁有串流媒體播放器成為觀看直播電視的必要條件。康卡斯特公司於2024年10月發布的2024年第三季財報顯示,其國內影音用戶淨流失36.5萬,顯示其傳統付費電視用戶群持續下滑。這種轉變正在推動持續的替代循環,使Roku等市場領導受益,因為它們能夠整合分散的用戶群。根據Roku預測,到2024年,串流家庭用戶數將達到8,550萬,凸顯了人們對專用串流媒體裝置的依賴性日益增強。
智慧電視及其內建作業系統日益普及,成為全球串流媒體設備市場擴張的一大障礙。隨著電視製造商將原生串流應用程式直接整合到顯示器硬體中,對諸如加密狗和媒體盒等外部周邊設備的功能要求顯著降低。這種技術融合限制了獨立播放器的潛在市場規模,並促使消費者轉向無需額外設備即可存取數位內容的一體化顯示解決方案。因此,串流硬體供應商面臨替代品的威脅,因為現代電視的標準功能使其「連接不相連的螢幕」的核心價值提案變得過時。
這種充滿挑戰的市場動態因傳統顯示器不斷被連網顯示器所取代而進一步加劇。整合設備的持續湧入導致很大一部分新家庭完全不再需要外部串流媒體解決方案。根據美國消費科技協會 (CTA) 預測,到 2024 年,美國電視出貨量預計將達到 4,090 萬台。如此龐大的硬體設備大多預先安裝了串流媒體介面,這使得無需額外投資即可作為內容入口的螢幕佔據了市場的大部分佔有率,從而直接限制了獨立設備的成長潛力。
免費廣告支援電視(FAST)頻道的直接整合,正從根本上改變串流硬體的價值提案,將裝置轉變為內容豐富的平台。製造商正積極從中立的硬體供應商轉型為內容聚合商,將原生線性頻道清單直接嵌入作業系統,以滿足消費者對免費娛樂的需求。這項策略使供應商能夠透過廣告收入實現用戶互動變現,同時提供無縫銜接、類似有線電視的體驗,且無需訂閱費用。三星電子在其2024年10月的新聞稿《三星電視Plus月有效用戶達8800萬》中宣布,其原生廣告支援服務在全球範圍內已達到8800萬月有效用戶,這體現了消費者對這種嵌入式內容模式的快速接受。新聞稿指出,全球觀看活躍用戶年增50%。
同時,將生成式人工智慧整合到高階內容發現中,能夠有效應對應用碎片化和使用者決策疲勞等關鍵挑戰。市場領導者正在採用大規模語言模型(LLM)來實現對話式語音搜尋和個人化內容推薦,將使用者介面從靜態圖示網格轉變為智慧的、情境感知型助理。這項技術飛躍使用戶能夠透過自然語言提示在不同服務中發現內容,將裝置轉變為主動內容策展人,並簡化搜尋流程。為了佐證這項創新的巨大潛力,Google在其2024年9月發布的《企業平台更新》報告中指出,Android TV和Google TV生態系統的月活躍設備數量已成長至2.7億台,為下一代人工智慧功能的大規模部署奠定了堅實的基礎。
The Global Streaming Devices Market is projected to expand from USD 16.11 Billion in 2025 to USD 36.51 Billion by 2031, achieving a CAGR of 14.61%. This market encompasses hardware solutions such as media players, dongles, and boxes designed to deliver digital content to display screens via internet connections. The primary factors driving this sector include the worldwide expansion of high-speed broadband infrastructure and a significant structural shift in consumer preferences toward Over-The-Top services. As viewers migrate from traditional linear broadcasting to on-demand consumption, there is a continuous demand for hardware that connects the internet to television displays, bridging the gap between digital sources and viewing screens.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 16.11 Billion |
| Market Size 2031 | USD 36.51 Billion |
| CAGR 2026-2031 | 14.61% |
| Fastest Growing Segment | Game Consoles |
| Largest Market | North America |
Despite these favorable drivers, the industry faces a substantial challenge due to the rising prevalence of Smart TVs equipped with integrated operating systems. As television manufacturers increasingly embed native streaming capabilities directly into their display products, the functional need for external peripheral devices declines for many consumers. This technological convergence restricts the potential addressable market for standalone streaming hardware, as users increasingly prefer all-in-one solutions that do not require additional equipment for content access. Nevertheless, the economic momentum of the ecosystem remains robust; according to the Interactive Advertising Bureau, digital video ad spend was projected to grow by 14 percent to reach 72 billion dollars in 2025.
Market Driver
The rapid adoption of Over-the-Top (OTT) streaming services serves as a primary catalyst for the market, with consumers increasingly prioritizing on-demand libraries over scheduled programming. This behavioral shift drives the need for versatile streaming devices capable of aggregating diverse content platforms into a single interface. The rise in subscription-based models has directly correlated with hardware sales, as users seek dedicated dongles and boxes to upgrade non-smart screens or enhance existing smart TV capabilities. Reflecting this massive scale, Netflix reported in its 'Third Quarter 2024 Earnings' report in October 2024 that the platform's global subscriber base had expanded to reach approximately 282.72 million paid memberships.
Simultaneously, the accelerating global trend of cord-cutting and cord-shaving is reshaping the industry by redirecting demand away from traditional cable infrastructure. High subscription costs for linear pay-TV are propelling households toward more flexible, lower-cost internet-based alternatives, necessitating the acquisition of streaming players to access live TV features. In its '3rd Quarter 2024 Results' released in October 2024, Comcast Corporation reported a net loss of 365,000 domestic video customers, illustrating the continued erosion of the traditional pay-TV user base. This migration fuels a sustained replacement cycle that benefits market leaders like Roku, which consolidates these fragmented audiences; according to Roku, Inc., the company reached 85.5 million streaming households in 2024, highlighting the growing reliance on specialized streaming hardware.
Market Challenge
The widespread proliferation of Smart TVs with embedded operating systems presents a formidable barrier to the expansion of the Global Streaming Devices Market. As television manufacturers increasingly standardize the integration of native streaming applications directly into display hardware, the functional requirement for external peripheral devices like dongles and media boxes is significantly reduced. This technological convergence limits the total addressable market for standalone players, as consumers gravitate toward all-in-one display solutions that eliminate the need for additional equipment to access digital content. Consequently, streaming hardware vendors face a substitution threat where their core value proposition-connecting unconnected screens-is rendered obsolete by the default capabilities of modern television sets.
This challenging market dynamic is reinforced by the consistent replacement cycle of legacy displays with internet-ready units. The continued influx of these integrated devices ensures that a large portion of new households bypasses the need for external streaming solutions entirely. According to the Consumer Technology Association, television shipments in the United States were projected to reach 40.9 million units in 2024. This significant volume of hardware, largely equipped with pre-installed streaming interfaces, directly restricts the growth potential of the standalone device sector by saturating the market with primary screens that require no further investment to function as content gateways.
Market Trends
The direct integration of Free Ad-Supported TV (FAST) channels is fundamentally altering the value proposition of streaming hardware by transforming devices into content-rich platforms. Manufacturers are actively pivoting from being neutral hardware providers to acting as content aggregators, embedding native linear channel lineups directly into the operating system to capitalize on consumer demand for cost-free entertainment. This strategy allows hardware vendors to monetize user engagement through advertising revenue while providing a seamless, cable-like experience without subscription fees. Demonstrating the rapid consumer uptake of this embedded content model, Samsung Electronics announced in an October 2024 press release titled 'Samsung TV Plus Hits 88 Million Monthly Active Users' that its native ad-supported service reached 88 million monthly active users worldwide, fueled by a 50 percent year-over-year increase in global viewing activity.
Concurrently, the integration of Generative AI for advanced content discovery is addressing the critical issues of application fragmentation and viewer decision fatigue. Market leaders are deploying Large Language Models (LLMs) to enable conversational voice search and personalized curation, shifting the user interface from a static grid of icons to an intelligent, context-aware assistant. This technological leap allows users to find content across disparate services using natural language prompts, effectively transforming the device into an active curator that simplifies the search process. Underscoring the massive potential scale for this innovation, Google reported in a corporate platform update in September 2024 that the Android TV and Google TV ecosystem expanded to 270 million monthly active devices, creating a vast foundation for the wide-scale deployment of these next-generation AI capabilities.
Report Scope
In this report, the Global Streaming Devices Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Streaming Devices Market.
Global Streaming Devices Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: