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市場調查報告書
商品編碼
2047023
點播影片廣告市場-全球產業規模、佔有率、趨勢、機會與預測:按類型、內容、地區和競爭格局分類,2021-2031年Advertising Video on Demand Market - Global Industry Size, Share, Trends, Opportunity and Forecast, Segmented By Type, By Content (Media & Entertainment, Education, Others ), By Region & Competition, 2021-2031F |
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全球廣告支援的隨選視訊 (AVoD) 市場預計將從 2025 年的 599.1 億美元大幅成長至 2031 年的 883.6 億美元,複合年成長率為 6.69%。
AVoD(影片或數位內容廣告)是一種數位內容傳送模式,觀眾無需支付訂閱費用即可觀看優質影片內容,而無需觀看廣告。該市場的成長主要得益於觀眾觀看方式從傳統線性電視向串流平台的根本性轉變,以及程式化技術的顯著進步,使得精準的受眾定向成為可能。互動廣告局 (IAB) 預測,到 2025 年,光是美國的數位影片廣告支出就將成長 14%,達到 724 億美元,這反映了上述趨勢。該地區的巨額投資凸顯了全球廣告商對廣告支援視訊格式日益成長的重視,他們希望透過這種方式有效地與消費者互動。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 599.1億美元 |
| 市場規模:2031年 | 883.6億美元 |
| 複合年成長率:2026-2031年 | 6.69% |
| 成長最快的細分市場 | 媒體與娛樂 |
| 最大的市場 | 北美洲 |
儘管成長強勁,但阻礙市場整體擴張的主要障礙在於各個專有平台間指標的持續分散。主要服務供應商各自在封閉式的生態系統中運營,採用不同的報告指標,導致廣告商難以匯總效果數據。缺乏統一的跨平台衡量標準造成預算分配效率低下,並使品牌無法充分檢驗其投資報酬率。因此,這種透明度的缺失削弱了廣告商的信心,並可能限制潛在資金流入廣告支援的影片經濟領域。
全球廣告支援型視訊點播市場擴張的主要驅動力是廣告預算從傳統電視向數位視訊的顯著轉移。隨著傳統廣播觀眾的減少,品牌正積極將資金重新分配到聯網電視和其他串流平台,以維持關鍵受眾的覆蓋範圍。這項策略轉變主要得益於數位基礎設施固有的卓越定向能力。與傳統電視中常見的覆蓋範圍廣且難以衡量的廣告投放相比,數位基礎設施能夠更有效地利用廣告支出。例如,電通於2025年6月發布的《全球廣告支出預測》報告預測,2025年,聯網電視廣告支出將成長10.9%,而包括廣播在內的整體電視廣告支出將下降1.8%。這種明顯的差異凸顯了媒體組合的快速調整,因為廣告主越來越重視點播影片的「可尋址性」。
隨著預算重新分配,主流串流平台採用混合商業化戰略,大幅擴大了廣告支援型經濟的廣告空間和受眾規模。隨著消費者對訂閱費用的敏感度日益提高,加值服務紛紛推出價格更低的廣告支援型套餐,以降低解約率並開拓新的收入來源。這項關鍵策略舉措改變了市場格局,使更多廣告主能夠更大規模地獲取優質廣告位。例如,亞馬遜在2025年11月宣布,其廣告支援的Prime Video套餐在全球的月活躍用戶已超過3.15億。同樣,Netflix也在2025年11月報告稱,其廣告支援型套餐在全球的月有效用戶已達1.9億,這進一步表明這些混合模式正在顯著推動視訊經濟的擴張。
全球廣告支援型視訊點播市場擴張面臨的主要障礙之一是平台特定指標的持續分散。主要服務供應商在其各自封閉的生態系統中運營,迫使廣告主應對各種不同的報告指標,導致缺乏統一的跨平台綜合評估標準。這種標準化的缺失使得品牌難以有效地匯總效果數據,阻礙了在覆蓋率、頻率和互動率等關鍵指標上進行「同等條件下的比較」。因此,廣告主無法準確檢驗宣傳活動的真實投資報酬率,導致他們不願意在這些廣告管道上投入大量預算。
這種缺乏透明度會導致嚴重的財務效率低下,直接阻礙市場價值的實現。當品牌無法準確檢驗其媒體投放效果時,資金往往會被錯配,或在複雜的供應鏈中流轉不明。美國全國廣告商協會 (ANA) 在 2025 年的報告中指出,程序化生態系統中持續存在的效率低下和不透明的價值鏈將導致全球整體約 268 億美元的媒體價值未能實現。這種巨大的價值損失會削弱廣告主的信心,限制企業對廣告支援型影片經濟的投資,並阻礙整個產業的成長。
免費、廣告支援的串流電視(FAST)頻道的激增正在從根本上改變市場格局,它們引入了一種獨特的消費模式,這種模式獨立於主流SVOD服務提供的混合訂閱計劃。與付費、廣告支援的方案不同,FAST平台有效地利用了觀眾對線性、可程式體驗的需求,且無需承擔任何經濟負擔,從而吸引了那些對訂閱感到厭倦的觀眾。這種「休閒式」觀看方式的復興,為那些希望將觸角延伸到封閉訂閱生態系統之外的廣告商創造了大量的廣告空間。例如,福斯公司在2025年1月宣布,其Tubi平台的每月有效用戶將超過9,700萬,並且在2024年累積播放時長超過100億小時。這清楚地表明,用戶參與度正在大幅提升,他們正轉向完全免費的觀看環境。
同時,購物互動影片廣告形式的融合正在提升連網電視螢幕的效用,使用戶從被動認知轉向主動行動。廣告商正擴大採用允許觀眾使用遙控器直接購買產品或兌換優惠的廣告形式,從而有效縮短客廳環境中的傳統行銷漏斗。這種創新演變使品牌能夠直接衡量其連網電視廣告投資的廣告支出回報率 (ROAS),而不再局限於簡單的覆蓋率指標。 Roku 於 2025 年 6 月進行的「可購物電視廣告」研究表明,將標準影片廣告與互動形式相結合,可使品牌自發性回憶率提升 58%,凸顯了互動性在現代影片廣告策略中的關鍵作用。
The Global Advertising Video on Demand (AVoD) Market is projected to expand substantially, growing from USD 59.91 Billion in 2025 to USD 88.36 Billion by 2031, at a Compound Annual Growth Rate (CAGR) of 6.69%. AVoD represents a digital content delivery model allowing viewers to access premium video content without subscription fees, in exchange for viewing commercial advertisements. This market's growth is primarily fueled by the fundamental shift of audiences from traditional linear television to streaming platforms, coupled with significant advancements in programmatic technology that enable highly precise audience targeting. Illustrating this trend, digital video ad spend in the United States alone was expected to increase by 14 percent to USD 72.4 billion in 2025, according to the Interactive Advertising Bureau. This substantial regional investment highlights the increasing global emphasis advertisers place on ad-supported video formats for effective consumer engagement.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 59.91 Billion |
| Market Size 2031 | USD 88.36 Billion |
| CAGR 2026-2031 | 6.69% |
| Fastest Growing Segment | Media & Entertainment |
| Largest Market | North America |
Despite this robust growth, a significant impediment to the broader market expansion is the persistent fragmentation of measurement standards across various proprietary platforms. Advertisers frequently face challenges in aggregating performance data due to major service providers operating within closed ecosystems that employ disparate reporting metrics. The absence of a unified currency for cross-platform measurement introduces inefficiencies in budget allocation and hinders brands from fully validating their return on investment. Consequently, this lack of transparency can diminish advertiser confidence and restrict the potential flow of capital into the ad-supported video economy.
Market Driver
The primary catalyst for the expansion of the Global Advertising Video on Demand Market is the substantial migration of advertising budgets from linear television to digital video. As traditional broadcast viewership experiences a decline, brands are actively reallocating their capital towards Connected TV and other streaming environments to maintain essential audience reach. This strategic shift is largely propelled by the superior targeting capabilities inherent in digital infrastructure, which enables more efficient ad spend compared to the broader, less measurable buying prevalent in linear TV. For instance, Dentsu's June 2025 'Global Ad Spend Forecasts' report projected a 10.9 percent growth in connected television ad spend in 2025, contrasting with an expected 1.8 percent decline in total television spend, including broadcast. This clear divergence underscores the rapid rebalancing of media portfolios as advertisers increasingly prioritize the addressable nature of on-demand video.
Concurrently with this budgetary reallocation, the adoption of hybrid monetization strategies by leading streaming platforms has significantly broadened the inventory and audience scale within the ad-supported economy. Faced with growing consumer sensitivity to subscription costs, premium services have strategically introduced lower-cost, ad-supported tiers to mitigate churn and unlock new revenue streams. This pivotal strategic move has transformed the market by making premium advertising inventory available to a wider advertiser base at scale. As an illustration, Amazon announced in November 2025 that its Prime Video ad-supported tier had garnered over 315 million monthly global viewers. Similarly, Netflix reported in November 2025 that its ad-supported tier reached 190 million monthly active global viewers, further solidifying how these hybrid models are substantially fueling the expansion of the video economy.
Market Challenge
A critical barrier impeding the expansion of the Global Advertising Video on Demand Market is the persistent fragmentation of measurement standards across proprietary platforms. Major service providers operate within distinct, closed ecosystems, forcing advertisers to contend with disparate reporting metrics and lacking a unified currency for comprehensive cross-platform evaluation. This absence of standardization makes it exceedingly difficult for brands to effectively aggregate performance data, thereby preventing "apples to apples" comparisons concerning critical metrics like reach, frequency, and engagement. Consequently, advertisers struggle to accurately validate the true return on investment from their campaigns, leading to hesitation in committing substantial budgets to these advertising channels.
This opacity results in significant financial inefficiencies that directly curb market capitalization. When brands are unable to precisely verify media efficacy, capital is frequently misallocated or becomes untraceable within the intricate supply chain. The Association of National Advertisers reported in 2025 that approximately USD 26.8 billion in global media value remained unrealized due to persistent inefficiencies and opaque supply chains within the programmatic ecosystem. This substantial value loss erodes advertiser confidence and compels companies to limit their investment in the ad-supported video economy, thereby hindering the sector's overall growth trajectory.
Market Trends
The proliferation of Free Ad-Supported Streaming TV (FAST) channels is profoundly reshaping the market by introducing a distinct consumption model that operates independently of the hybrid subscription tiers offered by major SVOD services. Unlike paid ad-supported plans, FAST platforms effectively capitalize on audience demand for linear, programmed experiences that require zero financial commitment, thereby appealing to viewers experiencing subscription fatigue. This resurgence of "lean-back" viewing has created a massive inventory scale for advertisers seeking to broaden their reach beyond the confined ecosystems of walled garden subscriptions. For example, Fox Corporation announced in January 2025 that its Tubi platform had surpassed 97 million monthly active users and streamed over 10 billion hours of content during 2024, unequivocally validating the immense engagement shifting to these entirely free environments.
Simultaneously, the integration of shoppable and interactive video advertising formats is enhancing the utility of the connected television screen by transforming passive awareness into active performance. Advertisers are increasingly deploying formats that enable viewers to directly purchase products or redeem offers using their remote controls, effectively collapsing the traditional marketing funnel within the living room setting. This innovative evolution allows brands to attribute a direct return on ad spend to their CTV investments, moving beyond simpler reach-based metrics. A Roku study from June 2025, focusing on 'Shoppable TV Advertising,' demonstrated that combining standard video advertisements with interactive formats resulted in a 58 percent increase in unaided brand recall, highlighting the critical impact of interactivity on contemporary video advertising strategies.
Report Scope
In this report, the Global Advertising Video on Demand 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 Advertising Video on Demand Market.
Global Advertising Video on Demand 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: