![]() |
市場調查報告書
商品編碼
1965825
視訊串流市場-全球產業規模、佔有率、趨勢、機會和預測(按串流類型、平台、收入模式、地區和競爭格局分類,2021-2031年)Video Streaming Market - Global Industry Size, Share, Trends, Opportunity and Forecast, By Streaming Type, By Platform (Over-the-Top, Pay-Tv, IPTV), By Revenue Model, By Region & Competition, 2021-2031F |
||||||
全球影片串流媒體市場預計將從 2025 年的 1,041.7 億美元大幅成長至 2031 年的 3,436.5 億美元,複合年成長率為 22.01%。
該行業指的是無需永久下載即可透過網際網路即時傳輸音訊和影像媒體,其成長得益於高速寬頻基礎設施的廣泛部署和智慧連網設備的全球普及。此外,消費者對靈活的隨選娛樂方式的根本性轉變也持續推動著產業需求。根據數位娛樂集團 (DEG) 預測,到 2025 年,美國消費者在訂閱式串流媒體服務上的支出將增加 25.3%,並在 2024 年超過 520 億美元。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 1041.7億美元 |
| 市場規模:2031年 | 3436.5億美元 |
| 複合年成長率:2026-2031年 | 22.01% |
| 成長最快的細分市場 | 交易類型 |
| 最大的市場 | 北美洲 |
儘管市場規模不斷擴大,但仍面臨許多挑戰,例如訂閱疲勞和市場飽和。隨著競爭加劇,消費者為了減少支出而頻繁更換服務,導致用戶解約率上升,威脅持續收入的穩定性。這種分散化迫使服務提供者在維持不穩定的用戶群和支付不斷上漲的加值內容製作成本之間艱難地尋求平衡。
高速寬頻和5G網路基礎設施的普及是推動市場發展的關鍵因素,它實現了高清資料在不同地區的無縫傳輸。連接性的提升緩解了以往影響用戶體驗的延遲問題,從而提高了用戶在行動裝置和智慧電視上的參與度。愛立信於2024年6月發布的《行動報告》的最新數據進一步印證了這項技術發展趨勢。報告顯示,2024年第一季全球5G用戶增加了1.6億,總數達17億人。這項基礎設施的進步將使串流媒體服務供應商能夠可靠地向其不斷成長的用戶群提供頻寬密集型內容,例如4K解析度視訊和體育賽事直播,而不會出現任何中斷。
同時,在平台間競爭日益激烈的背景下,各公司為留住用戶,持續加大對原創和獨家內容製作的投入。每家公司都優先發展自有知識產權,以實現服務差異化並降低用戶流失的影響。例如,《綜藝》雜誌在2024年1月報道稱,Netflix已獲得約170億美元的製作預算,用於擴充其獨家內容庫。這種資本密集策略直接影響公司的財務表現和市佔率穩定性。 Netflix在2024年第三季實現了15%的年成長,並新增了510萬名付費用戶。因此,能否為加值內容資金籌措並進行有效推廣,仍是維持長期收入成長的關鍵因素。
全球影片串流媒體市場面臨持續成長的重大挑戰,包括用戶訂閱疲勞和市場高度飽和。隨著可用平台數量的增加,消費者對累積成本的敏感度也隨之提高,導致了一種被稱為「取消後再續訂」的行為模式,即用戶在觀看某些內容後立即取消訂閱。這種波動性破壞了對長期穩定至關重要的經常性收入模式,也為服務供應商帶來了不穩定的環境,迫使他們持續投資昂貴的優質內容製作以維持用戶群。
這項挑戰的直接後果是,隨著觀眾精簡支出,純訂閱收入的成長明顯放緩。這一趨勢正在阻礙市場維持近年來爆炸式成長動能的能力。根據數位娛樂集團(DEG)的數據顯示,2024年第四季美國消費者在訂閱串流媒體服務上的支出增加了18.3%,但與以往相比增速放緩,因為觀眾擴大選擇價格更低、廣告支援的套餐以控制家庭預算。這種轉變迫使各公司在應對用戶平均收入(ARPU)下降的同時,還要承受內容製作成本不斷上漲的巨大壓力。
向混合收入模式的策略轉型代表整個產業產生收入的根本重組。平台透過整合低成本的廣告支援計劃來擴大用戶覆蓋範圍,從而釋放出高利潤的廣告位。這種雙重收入模式減少了對訂閱費的依賴,有效地實現了價格敏感型用戶群的盈利,同時為廣告商提供了傳統電視無法實現的精準定向投放能力。這種模式的迅速普及表明,消費者偏好正在永久轉向以價值為導向的存取方式。例如,Netflix 報告稱,截至 2024 年 5 月,其廣告支援計畫的全球月有效用戶已達 4,000 萬,這表明消費者對這種價值交換模式的接受度很高。
同時,獨家體育賽事直播權的整合正成為各大串流媒體服務商用戶忠誠度的重要差異化優勢。透過獲得優質體育賽事的直播權,平台可以利用即時觀眾互動和定時觀看功能,顯著降低解約率,遠勝於靜態的點播內容庫。這一轉變標誌著體育賽事直播正從傳統的有線電視套餐轉向數位優先的發行模式,推動廣播業的重組。為了佐證這一趨勢,NBC環球在2024年1月宣布,在Peacock平台獨家播出的NFL季後賽平均收視人數達到2300萬,凸顯了數位體育直播的巨大吸引力。
The Global Video Streaming Market is projected to expand significantly, growing from USD 104.17 Billion in 2025 to USD 343.65 Billion by 2031, reflecting a CAGR of 22.01%. Defined as the real-time internet transmission of audio and visual media without the need for permanent downloads, the sector's growth is supported by the widespread deployment of high-speed broadband infrastructure and the global proliferation of smart connected devices. Furthermore, a fundamental consumer transition toward flexible, on-demand entertainment continues to drive industry demand. According to the Digital Entertainment Group, in 2025, consumer spending on subscription streaming in the United States increased by 25.3 percent, exceeding $52 billion for the year 2024.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 104.17 Billion |
| Market Size 2031 | USD 343.65 Billion |
| CAGR 2026-2031 | 22.01% |
| Fastest Growing Segment | Transactional |
| Largest Market | North America |
Despite this expansion, the market faces a significant hurdle regarding subscription fatigue and saturation. As the number of competing platforms increases, consumers are more frequently rotating through services to control expenses, resulting in higher churn rates that jeopardize the stability of recurring revenue. This fragmentation compels providers to manage the difficult balance of retaining an unpredictable subscriber base while simultaneously financing the escalating costs associated with producing premium content.
Market Driver
The widespread adoption of high-speed broadband and 5G network infrastructure serves as a critical enabler for the market, allowing for the seamless transmission of high-definition data across various regions. Improved connectivity alleviates latency issues that previously hampered user experiences, thereby promoting higher engagement levels on mobile devices and connected televisions. This technological expansion is highlighted by recent data from the June 2024 'Ericsson Mobility Report', which noted that global 5G subscriptions grew by 160 million in the first quarter of 2024 to reach a total of 1.7 billion. Such infrastructure upgrades ensure that streaming providers can reliably deliver bandwidth-intensive formats, such as 4K resolution and live sports, to a growing audience without interruptions.
Concurrently, the surge in investment for original and exclusive content production remains a primary strategy for retaining subscribers amidst intensifying platform rivalry. Providers are prioritizing the development of proprietary intellectual property to distinguish their service offerings and mitigate the impact of subscription fatigue. For instance, Variety reported in January 2024 that Netflix confirmed a content budget of approximately $17 billion to strengthen its exclusive library. This capital-intensive strategy directly influences financial outcomes and market share stability; Netflix reported a 15 percent year-over-year revenue increase in the third quarter of 2024, adding 5.1 million paid memberships. Consequently, the capacity to fund and deploy premium content remains a decisive factor in sustaining long-term revenue growth.
Market Challenge
The Global Video Streaming Market confronts a substantial barrier to sustainable expansion in the form of subscription fatigue and intense market saturation. As the number of available platforms increases, consumers are becoming increasingly sensitive to cumulative costs, leading to a behavior known as "churn and return" where users cancel subscriptions immediately after consuming specific content. This volatility destabilizes the recurring revenue model that is essential for long-term stability, creating a precarious environment for service providers who must continuously invest in expensive premium productions to maintain their user base.
The direct impact of this challenge is a discernible deceleration in the growth of pure subscription-based revenue, as audiences seek to consolidate their spending. This trend hampers the market's ability to maintain the explosive financial trajectories seen in previous years. According to the Digital Entertainment Group, in the fourth quarter of 2024, consumer spending on subscription streaming in the United States grew by 18.3 percent, a slower rate than in earlier periods, as viewers increasingly migrated to lower-cost ad-supported plans to manage their household budgets. This shift forces companies to contend with reduced average revenue per user while facing the relentless pressure of rising content creation costs.
Market Trends
The strategic pivot toward hybrid monetization models represents a fundamental restructuring of revenue generation within the sector. Platforms are increasingly integrating lower-cost, ad-supported tiers to broaden accessibility and unlock high-margin advertising inventories. This dual-revenue approach mitigates reliance on subscription fees alone, allowing services to monetize price-sensitive demographics effectively while offering advertisers granular targeting capabilities not available on linear television. The rapid scale of this adoption indicates a permanent shift in consumer preference toward value-oriented access; for example, Netflix reported in May 2024 that its ad-supported tier reached 40 million global monthly active users, demonstrating significant consumer acceptance of this value exchange.
Simultaneously, the integration of exclusive live sports broadcasting rights has emerged as a high-value differentiator for major streaming entities to secure subscriber loyalty. By securing rights to premium athletic events, platforms capitalize on real-time engagement and appointment viewing, which significantly reduces churn compared to static on-demand libraries. This transition marks a decisive move of live sports from traditional cable bundles to digital-first distribution, forcing a realignment of the broadcasting landscape. Underscoring this trend, NBCUniversal announced in January 2024 that Peacock's exclusive broadcast of an NFL playoff game delivered an average audience of 23 million viewers, highlighting the massive draw of live digital sports.
Report Scope
In this report, the Global Video Streaming 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 Video Streaming Market.
Global Video Streaming 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: