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市場調查報告書
商品編碼
1957284
電視購物市場-全球產業規模、佔有率、趨勢、機會和預測(按產品類型、支付方式、分銷管道、地區和競爭格局分類,2021-2031年)Teleshopping Market - Global Industry, Size, Share, Trends, Opportunity and Forecast, By Product Type, By Payment Method, By Distribution Channel, By Region & Competition, 2021-2031F |
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全球電視購物市場預計將從 2025 年的 491.2 億美元成長到 2031 年的 569.3 億美元,複合年成長率為 2.49%。
這種零售模式透過電視廣播展示產品,並透過通訊管道和數位介面鼓勵消費者即時購買。其主要成長要素包括便利的直接送貨服務以及偏好傳統電視的忠實客戶群。此外,與靜態廣告形式相比,透過直播節目提供詳細的產品檢驗能夠提升消費者的信任度。根據VAUNET的數據,預計到2024年,德國電視購物收入將達到約23億歐元,這表明儘管數位商務蓬勃發展,但該行業在成熟的市場中仍然保持著相當大的經濟規模。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 491.2億美元 |
| 市場規模:2031年 | 569.3億美元 |
| 複合年成長率:2026-2031年 | 2.49% |
| 成長最快的細分市場 | 網路銀行 |
| 最大的市場 | 北美洲 |
阻礙市場擴張的最大挑戰之一是觀眾日益轉向串流媒體服務和數位內容平台。這種媒體消費習慣的根本轉變正在縮小傳統廣播時段的覆蓋範圍,迫使廣播公司在碎片化的媒體環境中爭奪觀眾注意力。這種競爭往往需要付出高昂的策略調整成本。
傳統電視購物與數位直播趨勢的融合,對於正在適應媒體消費分散化的企業而言,標誌著一個意義重大的變革。主要企業正積極從壟斷性的線性廣播轉向融合OTT應用和社群電商功能的多平台環境。這項策略轉型將使電視購物公司能夠抓住「剪線族」(放棄有線電視的用戶)的消費群體,同時保持該模式的核心——以即時性為導向的銷售模式。正如Curate Retail Group於2024年2月發布的2023年第四季及全年財報所示,串流媒體營收在2023年成長超過50%,凸顯了這些非線性通路的快速發展。這種數位化對於企業的長期永續性至關重要,因為它既能促進年輕一代在常用平台上進行即時互動,又能保持傳統電視銷售的高品質製作水準。
同時,在數位轉型過程中,市場高度依賴高可支配收入的老年人的持續參與,以提供穩定的收入基礎。與偏好隨選節目的年輕一代不同,老年消費者對線性電視節目和全天候購物網路表現出堅定不移的忠誠度,從而保證了穩定的觀眾數量。根據英國通訊管理局(Ofcom)於2024年7月發布的《2024年媒體國家:英國》報告,65歲以上族群的每週電視收視率仍高達94%,這與年輕一代收視率的下降趨勢形成鮮明對比。這種人口結構的穩定性使得主要企業能夠維持龐大的經濟規模。例如,Curate Retail Group在2024年11月發布的2024年第三季財報中披露,其總收入為23.4億美元,凸顯了其核心受眾支撐的零售模式的持續財務永續性。
觀眾從傳統電視轉向點播串流媒體和數位平台,是阻礙全球電視購物市場成長的根本性挑戰。該行業嚴重依賴被動觀看模式,消費者在瀏覽頻道或節目間隙觀看產品演示。而向非線性消費的轉變削弱了這種發現機制,因為串流媒體用戶會主動選擇內容,並使用無廣告和跳過功能,從而減少了他們接觸冗長廣告節目的機會。這種變化顯著縮小了直播產品演示的潛在市場,而直播產品演示是促成即時銷售訂單的關鍵工具。
隨著觀眾逐漸遠離傳統電視時段,廣播公司觸達潛在客戶的機會也日益減少。由此導致的受眾分散化意味著剩餘觀眾分散在眾多平台上,從而增加了獲客成本,並降低了購買廣告時段的有效性。傳統參與度的下降直接限制了電視購物供應商潛在的廣告曝光率。根據歐洲廣播聯盟(EBU)的數據,2024年歐洲市場的平均每日電視觀看時間為3小時13分鐘。這種有限的線性觀看時長凸顯了廣播公司在媒體格局不再能保證擁有忠實大眾受眾的情況下,維持傳統成長率所面臨的困境。
互動電視功能的整合正在從根本上改變該行業的交易模式,將被動的顯示器轉變為直接銷售終端。與需要手機的傳統模式不同,現代互聯介面顯著降低了客戶體驗中的摩擦,使用戶能夠透過遙控器或整合的數位疊加層即時完成購買。這項技術進步透過將支付功能整合到觀看體驗中,直接應對衝動型購買行為,使用戶能夠從簡單的互動轉變為即時轉換。根據LG廣告解決方案於2025年3月發布的《可購物電視報告:2025年及以後》,60%的連網電視用戶表示希望將收貨和支付資訊直接儲存在電視上,以便快速支付,這凸顯了消費者對無縫螢幕交易功能的日益成長的需求。
同時,人工智慧驅動的個人化技術正推動產業從傳統上依賴的大規模內容傳播轉向個人化內容傳送。透過運用先進的演算法分析觀眾的行為和購買歷史,企業正在建立能夠動態推送符合個人偏好而非千篇一律的產品資訊的系統。這種轉變旨在透過向具有高購買意願的觀眾推送合適的產品訊息來提高廣告投放效率,從而在分散式環境中提升轉換率。根據電通和Roku於2025年6月發布的《電通和Roku揭示成功的購物導向型電視廣告秘訣》報告,83%的觀眾表示他們喜歡基於自身購買習慣的個人化廣告,這凸顯了演算法推薦在維繫與當今觀眾互動方面的重要作用。
The Global Teleshopping Market is anticipated to expand from USD 49.12 Billion in 2025 to USD 56.93 Billion by 2031, registering a CAGR of 2.49%. This retail sector functions by showcasing products through television broadcasts to elicit immediate purchases via telecommunications or digital interfaces. Key growth drivers include the convenience of direct delivery and a dedicated consumer base that continues to favor linear television. Furthermore, the capacity to offer detailed product verification via live demonstrations fosters greater consumer trust compared to static advertising formats. Data from VAUNET indicates that teleshopping revenue in Germany was expected to hit roughly 2.3 billion euros in 2024, demonstrating the substantial economic volume this sector retains in mature markets despite the rise of digital commerce.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 49.12 Billion |
| Market Size 2031 | USD 56.93 Billion |
| CAGR 2026-2031 | 2.49% |
| Fastest Growing Segment | Netbanking |
| Largest Market | North America |
One significant challenge impeding broader market expansion is the increasing migration of viewers toward streaming services and digital content platforms. This fundamental change in media consumption habits reduces the reach of traditional broadcasting slots and forces operators to compete for attention in a fragmented media environment which often necessitates costly strategic pivots.
Market Driver
The convergence of traditional teleshopping with digital livestreaming trends marks a pivotal evolution as operators adjust to fragmented media consumption. Leading companies are actively transitioning from exclusive linear broadcasts to multi-platform ecosystems that incorporate OTT applications and social commerce features. This strategic shift allows teleshopping firms to engage "cord-cutters" while preserving the urgency-driven sales model central to the format. As noted by Qurate Retail Group in their 'Fourth Quarter and Full Year 2023 Financial Results' from February 2024, streaming revenue surged by over 50% in 2023, underscoring the rapid adoption of these non-linear channels. Such digitization is vital for long-term sustainability, facilitating real-time interaction on platforms frequented by younger audiences while upholding the high-production values of traditional television sales.
Concurrently, the market depends heavily on sustained engagement from aging demographics with high disposable income, offering a stable revenue foundation during this digital transition. Older consumers demonstrate enduring loyalty to linear television schedules, guaranteeing consistent viewership for 24/7 shopping networks, in contrast to younger cohorts who prefer on-demand content. According to Ofcom's 'Media Nations 2024: UK' report from July 2024, the weekly reach of broadcast television among individuals aged 65 and over remained remarkably high at 94%, differing sharply from the decline observed in younger age groups. This demographic stability permits major players to sustain significant economic volume; for example, Qurate Retail Group reported total revenue of $2.34 billion in their 'Third Quarter 2024 Financial Results' from November 2024, highlighting the ongoing financial viability of this retail model driven by its core audience.
Market Challenge
The movement of audiences from linear television to on-demand streaming and digital platforms presents a fundamental challenge that impedes the global teleshopping market's growth. The sector relies heavily on a passive viewer model wherein consumers are exposed to product demonstrations while surfing broadcast channels or during scheduled breaks. The shift toward non-linear consumption undermines this discovery mechanism, as streaming users actively choose content and frequently use ad-free or ad-skipping features that prevent exposure to long-form promotional broadcasts. This transition substantially diminishes the addressable market for live product demonstrations, which serve as the primary conversion tool for securing immediate sales orders.
As viewers depart from traditional broadcasting slots, operators encounter a narrowing window of opportunity to engage potential buyers. The consequent audience fragmentation means that the remaining viewership is scattered across numerous platforms, driving up customer acquisition costs and diluting the effectiveness of purchased airtime. This reduction in traditional engagement directly restricts the volume of potential impressions available to teleshopping vendors. According to the European Broadcasting Union, the average daily television viewing time across European markets was recorded at 3 hours and 13 minutes in 2024. This limited level of linear engagement underscores the struggle operators face in upholding historical growth rates within a media environment that no longer ensures a captive mass audience.
Market Trends
The integration of interactive television capabilities is radically transforming the transactional nature of the sector by converting passive display screens into direct point-of-sale terminals. Unlike traditional models that require phone calls, modern connected interfaces enable viewers to finalize purchases instantly via remote controls or integrated digital overlays, thereby significantly diminishing friction in the customer journey. This technological advancement directly caters to impulse buying behaviors by embedding checkout functionalities within the viewing experience, progressing from simple engagement to immediate conversion. As stated in the 'The Shoppable TV Report: 2025 and Beyond' by LG Ad Solutions in March 2025, 60% of connected TV viewers expressed a willingness to save shipping and payment details directly on their televisions to facilitate rapid checkout, emphasizing the rising consumer demand for seamless, on-screen transaction capabilities.
Simultaneously, the implementation of AI-driven personalization is superseding the industry's historical dependence on mass-broadcast signals with tailored content feeds. Operators are increasingly deploying advanced algorithms to examine viewer behavior and purchase history, facilitating the dynamic insertion of products that correspond with individual preferences rather than generic schedules. This transition optimizes airtime efficiency by ensuring high-intent audiences encounter relevant inventory, thus boosting conversion rates in a fragmented landscape. According to the 'Dentsu and Roku research reveals the secret to successful shoppable TV ads' report from June 2025, 83% of viewers indicated they value personalized ads based on their shopping habits, highlighting the crucial role of algorithmic curation in sustaining engagement among modern audiences.
Report Scope
In this report, the Global Teleshopping 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 Teleshopping Market.
Global Teleshopping 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: