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市場調查報告書
商品編碼
1967710
行動電視市場-全球產業規模、佔有率、趨勢、機會、預測:依內容類型、應用程式、服務類型、地區和競爭格局分類,2021-2031年Mobile TV Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Content Type, By Application, By Service Type, By Region & Competition, 2021-2031F |
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全球行動電視市場預計將從 2025 年的 155.5 億美元成長到 2031 年的 250.3 億美元,年複合成長率為 8.26%。
行動電視是一種透過行動通訊網路或特定廣播標準,向智慧型手機和平板電腦等無線設備傳輸電視節目和影片內容的技術。高速 5G 基礎設施的廣泛部署以及能夠處理高清媒體的先進行動裝置在全球範圍內的日益普及,是推動這一市場成長的根本動力。這些技術基礎使得用戶能夠無縫存取直播和隨選節目,滿足消費者隨時隨地享受娛樂的需求,並促進了觀看習慣從傳統方式轉向行動平台的轉變。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 155.5億美元 |
| 市場規模:2031年 | 250.3億美元 |
| 複合年成長率:2026-2031年 | 8.26% |
| 成長最快的細分市場 | 直播 |
| 最大的市場 | 北美洲 |
根據國際電信聯盟(ITU)的預測,到2024年,全球行動寬頻流量預計將達到1.3Zetta位元組),其中大部分流量來自影片串流應用。儘管行動寬頻使用量如此之大,但人口稠密和發展中地區仍面臨著許多挑戰,例如由於網路頻寬不足導致的頻繁延遲和服務中斷。這些基礎設施限制會降低最終用戶體驗質量,並阻礙優質廣播服務的可靠交付,而這些服務對於維持用戶黏性至關重要。
高速5G網路基礎設施的快速部署是全球行動電視市場的主要驅動力。這項技術直接解決了以往阻礙高畫質直播內容可靠傳輸至行動裝置的關鍵傳統挑戰,例如延遲和頻寬不足。透過大幅提升資料吞吐量和網路容量,5G將帶來流暢無緩衝的觀看體驗,媲美傳統家庭電視,從而促進需要穩定連線的串流媒體用戶的大規模採用。正如愛立信2024年6月發布的《行動報告》所述,2024年第一季全球5G用戶新增1.6億,總數達到17億人。這為運行數據密集型行動電視服務建立了龐大的用戶群體,並為其提供了必要的硬體支援。
同時,訂閱式視訊點播(SVOD)的快速普及正在推動市場發展,消費者越來越傾向於靈活便捷的行動娛樂方式,而非傳統的線性節目。為了因應這一轉變,各大內容供應商和通訊業者正加速將優質串流媒體服務與行動資料方案捆綁銷售,使智慧型手機成為主要的娛樂中心。根據Netflix於2024年4月發布的2024年第一季股東信,該平台的全球付費用戶已達2.696億,顯示用戶對數位串流平台的影片觀看依賴程度日益加深。龐大的潛在客戶群進一步支撐了這個趨勢。 GSMA的一份報告指出,到2024年底,全球行動用戶數量將達到56億,這為行動電視應用提供了龐大的潛在用戶群。
全球行動電視市場成長的主要障礙是網路頻寬不足,尤其是在人口稠密的都市區和發展中地區。行動電視高度依賴持續的高速數據傳輸來提供高清影片內容。當基礎設施限制導致網路無法維持必要的吞吐量時,最終用戶將面臨延遲、緩衝和影像劣化(像素化)等問題。這些技術服務中斷會顯著降低使用者體驗質量,而使用者體驗正是行動娛樂的核心以金額為準。因此,如果無法提供可靠的播放服務,用戶將不願訂閱或繼續付費訂閱,這直接阻礙了產生收入和市場擴張。
由於現代無線設備消耗的資料量龐大,網路容量的負載日益增加。隨著影片串流應用推動流量的快速成長,現有頻寬資源難以在不影響速度的前提下應對如此巨大的負載。根據美國通訊工業協會(CTIA)預測,到2024年,美國年度無線數據流量將達到創紀錄的132.5兆兆位元組,這一巨大成長主要源自於影片消費習慣的改變。這種前所未有的需求清晰地表明了全球網路面臨的容量壓力。如果沒有足夠的頻寬來處理此類資料密集型任務,行動電視業者就無法保證流暢的服務交付,而這對於與傳統媒體平台競爭至關重要。
隨著混合型和免費廣告支援型串流電視(FAST)獲利模式的日益普及,全球行動電視市場的策略正在迅速重塑,因為消費者越來越傾向於尋找付費訂閱之外的更具成本效益的替代方案。順應此趨勢,服務供應商紛紛推出針對行動介面最佳化的廣告支援方案和免費線性頻道,旨在吸引那些對價格敏感、更注重內容取得而非無廣告觀賞體驗的用戶。這種策略轉變使平台能夠實現收入來源多元化,同時降低因訂閱疲勞導致的解約率。根據 Media Play News 2025 年 6 月發表的一篇報導《Tubi 5 月份月有效用戶突破 1 億》,廣告支援型服務的月有效用戶已超過 1 億,這凸顯了消費者對連網裝置上免費優質點播娛樂內容的龐大需求。
同時,市場正經歷著向垂直、短影片、行動優先內容的重大轉變,從根本上改變了行動裝置上影片的製作和消費方式。串流平台和廣播公司正積極投資於適合智慧型手機豎屏的「易於觀看」的視訊格式,摒棄傳統的橫屏長影片節目,以提升用戶在較短觀看時間內的參與度。這種格式充分利用了現代行動用戶習慣性的滾動瀏覽行為,有效地將偶然觀看轉化為持續觀看。根據雅虎新聞2025年6月發表的一篇報導《YouTube Shorts日均觀看量達2000億》的文章,該平台的短影片內容目前在全球範圍內平均每天獲得2000億次觀看,凸顯了這種格式在當前行動娛樂領域的絕對主導地位。
The Global Mobile TV Market is projected to expand from USD 15.55 Billion in 2025 to USD 25.03 Billion by 2031, reflecting a Compound Annual Growth Rate of 8.26%. Mobile TV involves the transmission of television programming and video content to wireless devices, such as smartphones and tablets, via mobile telecommunications networks or specific broadcast standards. This market growth is fundamentally supported by the widespread implementation of high-speed 5G infrastructure and the increasing global availability of advanced mobile handsets capable of processing high-definition media. These technological foundations enable seamless access to live and on-demand content, satisfying growing consumer demand for entertainment regardless of location and driving a transition from traditional viewing habits toward mobile platforms.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 15.55 Billion |
| Market Size 2031 | USD 25.03 Billion |
| CAGR 2026-2031 | 8.26% |
| Fastest Growing Segment | Live Streamihg |
| Largest Market | North America |
According to the International Telecommunication Union, global mobile broadband traffic reached 1.3 zettabytes in 2024, a volume largely generated by video streaming applications. Despite this robust usage, the market faces a significant challenge due to inadequate network bandwidth in densely populated or developing regions, which frequently causes latency and service interruptions. Such infrastructure limitations degrade the end-user's quality of experience and can hinder the reliable delivery of premium broadcast services that are essential for maintaining subscriber engagement.
Market Driver
The rapid rollout of high-speed 5G network infrastructure serves as the primary catalyst propelling the Global Mobile TV Market. This technology directly resolves critical legacy issues such as latency and insufficient bandwidth, which previously hindered the reliable delivery of high-definition live broadcasts to handheld devices. By substantially increasing data throughput and network capacity, 5G enables a seamless, buffer-free viewing experience comparable to traditional home television, thereby encouraging mass adoption among consumers who need consistent connectivity for streaming. As noted in the June 2024 'Ericsson Mobility Report,' global 5G subscriptions rose by 160 million in the first quarter of 2024 to reach a total of 1.7 billion, establishing a vast foundation of users equipped with the necessary hardware to consume data-intensive mobile TV services.
Simultaneously, the market is being vigorously driven by a surge in Subscription Video on Demand (SVOD) adoption, as consumers increasingly prioritize flexible, on-the-go entertainment over linear programming. This shift has prompted major content providers and telecom operators to bundle premium streaming subscriptions with mobile data packages, effectively turning smartphones into primary entertainment hubs. According to Netflix's 'First Quarter 2024 Letter to Shareholders' from April 2024, the platform attained 269.6 million paid memberships globally, reflecting a growing reliance on digital streaming platforms for video consumption. This trend is further supported by the immense scale of the addressable audience; GSMA reported that in 2024, there were 5.6 billion unique mobile subscribers worldwide at the end of the previous year, representing a massive potential user base for mobile TV applications.
Market Challenge
The primary obstacle hindering the growth of the Global Mobile TV Market is the insufficiency of network bandwidth, especially in densely populated urban centers and developing regions. Mobile television is heavily dependent on continuous, high-speed data transmission to deliver high-definition video content. When infrastructure limitations prevent networks from maintaining the necessary throughput, end users encounter latency, buffering, and pixelation. These technical service interruptions significantly degrade the quality of experience, which is the core value proposition of mobile entertainment; consequently, viewers are less likely to adopt or retain paid subscriptions for broadcast services that fail to offer reliable playback, directly stalling revenue generation and market expansion.
This strain on network capacity is intensifying due to the sheer volume of data being consumed by modern wireless devices. As video streaming applications drive exponential increases in traffic, existing spectrum resources struggle to accommodate the load without compromising speed. According to the CTIA, annual wireless data traffic in the United States alone reached a record 132.5 trillion megabytes in 2024, representing a massive surge largely attributed to video consumption habits. This unprecedented demand illustrates the capacity pressure networks face globally; without sufficient bandwidth to handle such data-intensive tasks, mobile TV providers cannot guarantee the seamless service delivery essential for competing with traditional media platforms.
Market Trends
The widespread adoption of hybrid and Free Ad-supported Streaming TV (FAST) monetization models is rapidly redefining strategies within the Global Mobile TV Market as consumers increasingly seek cost-effective alternatives to paid subscriptions. This trend involves service providers launching ad-supported tiers and free linear channels specifically optimized for mobile interfaces to capture price-sensitive viewers who prioritize content accessibility over ad-free viewing. This strategic pivot allows platforms to diversify revenue streams while reducing churn rates associated with subscription fatigue. According to a June 2025 article by Media Play News titled 'Tubi Reached Record 100 Million Monthly Active Users in May,' the ad-supported service surpassed 100 million monthly active users, underscoring the massive consumer demand for free, premium on-demand entertainment options on connected devices.
Simultaneously, the market is experiencing a profound shift toward vertical and short-form mobile-first content, fundamentally altering how video is produced and consumed on handheld devices. Streaming platforms and broadcasters are aggressively investing in "snackable" video formats that align with the vertical orientation of smartphones, moving away from traditional horizontal long-form programming to drive higher engagement during short viewing sessions. This format capitalizes on the habitual scrolling behavior of modern mobile users, effectively turning casual interactions into sustained viewing time. According to a June 2025 Yahoo News article titled 'YouTube Shorts Now Averages 200 Billion Daily Views,' the platform's short-form video offering is now averaging 200 billion daily views globally, highlighting the dominance of this format in the current mobile entertainment landscape.
Report Scope
In this report, the Global Mobile TV 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 Mobile TV Market.
Global Mobile TV 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: