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市場調查報告書
商品編碼
1967752

數位視訊內容市場－全球產業規模、佔有率、趨勢、機會和預測：按經營模式、設備、地區和競爭對手分類，2021-2031年

Digital Video Content Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Business Model, By Device, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球數位影片內容市場預計將從 2025 年的 2,278.5 億美元大幅成長至 2031 年的 4,387.7 億美元，複合年成長率為 11.54%。

該行業涵蓋透過網路分發和消費影像媒體，包括串流媒體服務、視訊點播 (VOD) 平台和可下載的娛樂檔案。推動市場發展的主要因素是高速網際網路在全球範圍內的廣泛普及和智慧型手機的廣泛使用，這使得用戶能夠無縫存取數位內容。此外，消費者習慣向靈活和個人化的觀看時間模式轉變，也顯著影響了對非線性媒體消費的需求，為產業的持續成長奠定了堅實的基礎。

市場概覽
預測期 2027-2031
市場規模：2025年 2278.5億美元
市場規模：2031年 4387.7億美元
複合年成長率：2026-2031年 11.54%
成長最快的細分市場 個人電腦（PC）
最大的市場 北美洲

儘管前景光明，但市場在受眾測量和平台碎片化方面仍面臨許多挑戰，阻礙了廣告主準確評估投資報酬率。根據互動廣告局 (IAB) 的數據，2024 年數位影片廣告收入成長 19.2%，達到 621 億美元。雖然這一數字展現了該行業巨大的經濟規模，但缺乏統一的跨平台指標仍然是一個重大障礙，可能會阻礙行業利益相關人員更廣泛的商業化舉措。

市場促進因素

消費者從傳統線性電視迅速轉向OTT（Over-The-Top）串流平台是推動產業成長的主要動力。這從根本上改變了觀眾獲取娛樂的方式。觀眾越來越傾向於選擇提供柔軟性個人化觀看選項的點播內容庫，而不是固定的電視節目播出時間表。這種轉變迫使現有媒體集團積極轉向以數位優先的發行策略，以保持觀眾的興趣並緩解有線電視收視率的下滑。例如，康卡斯特（Comcast）在2024年10月發布的2024年第三季財報中指出，其Peacock串流服務付費用戶年增29%，達到3,600萬，凸顯了直接面對消費者（DTT）平台在當今媒體格局中扮演的關鍵角色。

同時，智慧型手機和連網裝置的普及使得高畫質影片內容觸手可及。在強大的5G基礎設施的支持下，行動裝置已成為短影片和社群媒體內容的主要消費媒介，廣告商也正將預算轉向行動最佳化格式。根據愛立信2024年6月發布的《行動報告》，截至2023年底，影片流量佔所有行動數據流量的73%。如此龐大的消費量支撐著整個產業的財務健康，各大平台透過先進的廣告模式實現用戶互動變現。 Alphabet在2024年10月發布的2024年第三季財報中宣布，YouTube的廣告收入達到89.2億美元，這反映了該數位生態系統創造的巨大價值。

市場挑戰

衡量受眾參與度的難度，加上平台碎片化，為最佳化全球數位影片內容市場帶來了巨大障礙。由於受眾的興趣分散在眾多串流媒體服務、應用程式和裝置上，廣告主面臨著全面了解宣傳活動活動效果的挑戰。缺乏覆蓋範圍和頻次方面的透明度導致行銷預算分配效率低下，並令潛在投資者望而卻步。無法準確檢驗不同管道的參與度指標，使得評估數位廣告資源的真正價值變得困難，導致廣告主在檢驗的廣告位上猶豫不決。

這種不確定性直接影響某些高需求細分市場的獲利能力，而這些細分市場的分散程度尤其嚴重。互動式廣告協會 (IAB) 預測，到 2024 年，聯網電視廣告支出將成長 12%，達到 227 億美元。雖然這表明市場正在成長，但由於這些不同環境下缺乏標準化的衡量方法，該行業無法充分發揮其財務潛力，因為這限制了品牌在無法保證檢驗投資回報的平台上的曝光度。

市場趨勢

串流媒體服務正朝著混合型視訊點播 (HVOD) 和廣告收入模式轉型，這標誌著其商業化戰略發生了重大變革，串流媒體服務正努力擺脫對傳統訂閱費的依賴，實現收入來源多元化。為了吸引注重成本的觀眾，並在競爭激烈的市場中降低解約率，各大平台正擴大採用廣告收入模式，這有效地改變了行業的單位經濟效益。這種策略轉變使內容提供者能夠在保持用戶成長的同時，有效利用巨額廣告預算，並克服觸達價格敏感型受眾的挑戰。正如 Kidscreen 在 2024 年 11 月報道的《Netflix 廣告支援型訂閱計劃月有效用戶達 7,000 萬》中所述，該平台的廣告支援型訂閱計劃在全球已擁有 7,000 萬月有效用戶，這表明消費者正在迅速接受這種混合模式。

同時，生成式人工智慧在自動化內容創作的應用，正透過提升流程效率和普及高品質影片製作，重塑工作流程。創新專業人士擴大使用人工智慧工具來自動化剪輯和視覺特效等重複性任務，從而縮短製作時間並降低整體成本。這種技術融合使創作者能夠專注於複雜的故事敘述，同時緩解高品質影片製作帶來的資源限制。根據 Adob​​e 於 2024 年 10 月發布的《人工智慧與創新前沿調查》，90% 的受訪創作者表示，生成式人工智慧工具透過讓他們擺脫重複性任務並支持頭腦風暴，從而節省了時間和金錢。

目錄

第1章概述

第2章：調查方法

第3章執行摘要

第4章：客戶心聲

第5章：全球數位視訊內容市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 經營模式（訂閱、廣告、下載擁有 (DTO) 等）
    • 依裝置類型（筆記型電腦、個人電腦（PC）、行動裝置、其他）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美數位視訊內容市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國別分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲數位視訊內容市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國別分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章：亞太地區數位視訊內容市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國別分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東和非洲數位視訊內容市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東與非洲：國別分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美洲數位視訊內容市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國別分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進因素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 近期趨勢

第13章：全球數位視訊內容市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的潛力
  • 供應商的議價能力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • Netflix Inc.
  • Alphabet Inc.
  • Amazon.com, Inc.
  • The Walt Disney Company
  • Tencent Holdings Ltd.
  • Apple Inc.
  • Bilibili Inc.
  • Brightcove Inc.
  • Akamai Technologies Inc.
  • Vimeo Inc

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 24136

The Global Digital Video Content Market is projected to experience significant expansion, rising from a value of USD 227.85 Billion in 2025 to USD 438.77 Billion by 2031, reflecting a Compound Annual Growth Rate (CAGR) of 11.54%. This sector encompasses the distribution and consumption of visual media over the internet, including streaming services, video-on-demand platforms, and downloadable entertainment files. The market is primarily driven by the extensive global availability of high-speed internet and the ubiquitous adoption of smartphones, which facilitate seamless access to digital content. Furthermore, a fundamental transformation in consumer habits favoring flexible and personalized viewing schedules has heavily influenced the demand for non-linear media consumption, creating a solid basis for sustained industry growth.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 227.85 Billion
Market Size 2031USD 438.77 Billion
CAGR 2026-203111.54%
Fastest Growing SegmentPersonal Computers (PC)
Largest MarketNorth America

Despite this positive outlook, the market encounters a major obstacle regarding audience measurement and platform fragmentation, which hinders the ability of advertisers to accurately assess return on investment. Data from the Interactive Advertising Bureau indicates that digital video advertising revenue grew by 19.2 percent in 2024, totaling 62.1 billion dollars. Although this figure illustrates the sector's immense financial magnitude, the absence of unified cross-platform measurement standards remains a critical barrier that could obstruct broader monetization initiatives for stakeholders within the industry.

Market Driver

The rapid migration of consumers from traditional linear television to Over-The-Top (OTT) streaming platforms serves as a key engine for industry growth, fundamentally altering how audiences access entertainment. Viewers are increasingly moving away from fixed broadcast schedules to engage with on-demand libraries that provide enhanced flexibility and personalized viewing choices. This shift has compelled legacy media conglomerates to pivot aggressively toward digital-first distribution strategies to retain audience attention and mitigate declines in cable viewership. For instance, Comcast Corporation reported in its '3rd Quarter 2024 Results' from October 2024 that paid subscribers for the Peacock streaming service rose by 29 percent year-over-year to 36 million, underscoring the vital role of direct-to-consumer platforms in the current media landscape.

Concurrently, the growing penetration of smartphones and connected devices has democratized access to high-definition video content. Supported by robust 5G infrastructure, mobile devices have become the primary medium for consuming short-form video and social media content, prompting advertisers to shift budgets toward mobile-optimized formats. According to the 'Ericsson Mobility Report' from June 2024, video traffic constituted 73 percent of all mobile data traffic by the end of 2023. This high volume of consumption underpins the sector's financial health, as major platforms monetize this engagement through advanced advertising models; Alphabet Inc. noted in its 'Third Quarter 2024 Results' from October 2024 that YouTube advertising revenues reached 8.92 billion dollars, reflecting the substantial value generated by this digital ecosystem.

Market Challenge

The difficulty of audience measurement combined with platform fragmentation poses a substantial barrier to optimizing the Global Digital Video Content Market. As viewer attention becomes dispersed across numerous streaming services, applications, and devices, advertisers face challenges in obtaining a cohesive view of campaign performance. This lack of transparency regarding reach and frequency can lead to inefficient allocation of marketing budgets, causing potential investors to proceed with caution. When stakeholders are unable to accurately verify engagement metrics across diverse channels, assessing the true value of digital inventory becomes difficult, resulting in a reluctance to spend on unverified placements.

This uncertainty directly affects revenue potential in specific high-demand segments where fragmentation is particularly severe. The Interactive Advertising Bureau projects that Connected TV advertising spend will increase by 12 percent in 2024 to reach 22.7 billion dollars. While this signals growth, the absence of standardized measurement across these disparate environments prevents the sector from achieving its full financial capacity, as brands limit their exposure to platforms that cannot guarantee a verifiable return on investment.

Market Trends

The move toward Hybrid Video on Demand (HVOD) and Ad-Supported Models marks a significant evolution in monetization strategies as streaming services aim to diversify revenue sources beyond standard subscription fees. Platforms are increasingly introducing ad-supported tiers to appeal to cost-conscious viewers and reduce churn in a crowded market, effectively changing the unit economics of the sector. This strategic shift enables content providers to tap into significant advertising budgets while maintaining subscriber growth, addressing the difficulty of reaching price-sensitive audiences. As reported by Kidscreen in November 2024 within the article 'Netflix's ad tier hits 70 million monthly active users', the platform's ad-supported subscription tier achieved 70 million monthly active users globally, illustrating the rapid consumer adoption of this hybrid model.

In parallel, the adoption of Generative AI for Automated Content Production is reshaping operational workflows by streamlining processes and democratizing high-quality video creation. Creative professionals are increasingly utilizing artificial intelligence tools to automate repetitive tasks, such as editing and visual effects, thereby speeding up production timelines and lowering overall costs. This technological integration allows creators to focus on complex storytelling while alleviating the resource constraints typically associated with premium video production. According to Adobe's 'AI and the Creative Frontier Study' from October 2024, 90 percent of surveyed creators indicated that generative AI tools help them save time and money by relieving them of menial tasks and supporting their brainstorming efforts.

Key Market Players

  • Netflix Inc.
  • Alphabet Inc.
  • Amazon.com, Inc.
  • The Walt Disney Company
  • Tencent Holdings Ltd.
  • Apple Inc.
  • Bilibili Inc.
  • Brightcove Inc.
  • Akamai Technologies Inc.
  • Vimeo Inc

Report Scope

In this report, the Global Digital Video Content Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Digital Video Content Market, By Business Model

  • Subscription
  • Advertising
  • Download-to-Own (DTO)
  • Others

Digital Video Content Market, By Device

  • Laptop
  • Personal Computers (PC)
  • Mobile
  • Others

Digital Video Content Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Digital Video Content Market.

Available Customizations:

Global Digital Video Content 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:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Digital Video Content Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Business Model (Subscription, Advertising, Download-to-Own (DTO), Others)
    • 5.2.2. By Device (Laptop, Personal Computers (PC), Mobile, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Digital Video Content Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Business Model
    • 6.2.2. By Device
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Digital Video Content Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Business Model
        • 6.3.1.2.2. By Device
    • 6.3.2. Canada Digital Video Content Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Business Model
        • 6.3.2.2.2. By Device
    • 6.3.3. Mexico Digital Video Content Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Business Model
        • 6.3.3.2.2. By Device

7. Europe Digital Video Content Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Business Model
    • 7.2.2. By Device
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Digital Video Content Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Business Model
        • 7.3.1.2.2. By Device
    • 7.3.2. France Digital Video Content Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Business Model
        • 7.3.2.2.2. By Device
    • 7.3.3. United Kingdom Digital Video Content Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Business Model
        • 7.3.3.2.2. By Device
    • 7.3.4. Italy Digital Video Content Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Business Model
        • 7.3.4.2.2. By Device
    • 7.3.5. Spain Digital Video Content Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Business Model
        • 7.3.5.2.2. By Device

8. Asia Pacific Digital Video Content Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Business Model
    • 8.2.2. By Device
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Digital Video Content Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Business Model
        • 8.3.1.2.2. By Device
    • 8.3.2. India Digital Video Content Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Business Model
        • 8.3.2.2.2. By Device
    • 8.3.3. Japan Digital Video Content Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Business Model
        • 8.3.3.2.2. By Device
    • 8.3.4. South Korea Digital Video Content Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Business Model
        • 8.3.4.2.2. By Device
    • 8.3.5. Australia Digital Video Content Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Business Model
        • 8.3.5.2.2. By Device

9. Middle East & Africa Digital Video Content Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Business Model
    • 9.2.2. By Device
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Digital Video Content Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Business Model
        • 9.3.1.2.2. By Device
    • 9.3.2. UAE Digital Video Content Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Business Model
        • 9.3.2.2.2. By Device
    • 9.3.3. South Africa Digital Video Content Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Business Model
        • 9.3.3.2.2. By Device

10. South America Digital Video Content Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Business Model
    • 10.2.2. By Device
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Digital Video Content Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Business Model
        • 10.3.1.2.2. By Device
    • 10.3.2. Colombia Digital Video Content Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Business Model
        • 10.3.2.2.2. By Device
    • 10.3.3. Argentina Digital Video Content Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Business Model
        • 10.3.3.2.2. By Device

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Digital Video Content Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Netflix Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Alphabet Inc.
  • 15.3. Amazon.com, Inc.
  • 15.4. The Walt Disney Company
  • 15.5. Tencent Holdings Ltd.
  • 15.6. Apple Inc.
  • 15.7. Bilibili Inc.
  • 15.8. Brightcove Inc.
  • 15.9. Akamai Technologies Inc.
  • 15.10. Vimeo Inc

16. Strategic Recommendations

17. About Us & Disclaimer