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市場調查報告書
商品編碼
2048085

交易型視訊點播市場－全球產業規模、佔有率、趨勢、機會與預測：按類型、垂直市場、地區和競爭格局分類，2021-2031年

Transactional Video on Demand Market - Global Industry Size, Share, Trends, Opportunity and Forecast, Segmented By Type, By Vertical (Media & Entertainment, Education, Others ), By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球交易型視訊點播 (T​​VOD) 市場預計將從 2025 年的 80.3 億美元成長到 2031 年的 177.3 億美元，複合年成長率達 14.11%，呈現強勁成長勢頭。

與訂閱服務不同，TVOD（隨選視訊）採用數位模式，消費者可以按次付費的方式租借或購買單一影片內容。推動此模式擴張的關鍵因素包括高速寬頻在全球範圍內的普及，以及消費者對即時觀看最新上映的優質電影和小眾專業內容的需求日益成長，而無需簽訂捆綁式訂閱合約。例如，英國數位交易市場預計到2024年將達到3.81億英鎊，凸顯了其市場的穩健基礎。

市場概覽
預測期 2027-2031
市場規模：2025年 80.3億美元
市場規模：2031年 177.3億美元
複合年成長率：2026-2031年 14.11%
成長最快的細分市場 媒體與娛樂
最大的市場 北美洲

然而，由於訂閱式視訊點播（SVOD）平台的廣泛主導地位，市場成長面臨巨大挑戰。消費者普遍認為，以固定月費即可享受無限量內容庫的「超值」體驗，這使得對價格敏感的消費者覺得一次性購買的累積成本過高。這種情況阻礙了在已趨於飽和的娛樂市場中，交易模式的進一步普及。

市場促進因素

縮短院線發行週期和廣泛採用直接數位發行策略已成為推動市場發展的關鍵因素，有效彌合了影院觀影和家庭觀影之間的鴻溝。透過提供付費視訊點播（PVOD）選項，製片公司可以立即利用院線行銷的勢頭，並鼓勵消費者在內容上線訂閱服務之前支付高價提前觀看。這種模式維持了單筆交易的高價值，並確保數位購買和租賃平台對於那些優先考慮即時觀看而非延遲串流媒體的觀眾仍然至關重要。事實上，根據英國銀幕娛樂協會的預測，到2024年，可供購買或租賃的高價電影數量將增加15%，而從院線發行到家庭發行的平均時間將縮短至僅40天。

同時，消費者對靈活、無合約、按次付費內容模式的偏好日益成長，也推動了串流媒體產業的蓬勃發展。這種模式經濟實惠，避免了訂閱服務所帶來的累積成本。隨著串流媒體市場日益分散，觀眾越來越願意為特定的高品質影片付費觀看，而不是被龐大且往往未被充分利用的內容庫所束縛。這種消費行為在新片數位租賃的強勁成長中體現得尤為明顯。根據數位娛樂集團（Digital Entertainment Group）的一份報告顯示，2024年第三季度，消費者在網路發行的新院線電影數位租賃上的支出成長了7.7%，凸顯了一次性交易模式的持久吸引力。環球影業也證實了這一需求，他們表示，電影《魔法壞女巫》（Wicked）僅在2025年上映首周，其數位發行就在美國和加拿大創造了超過7000萬美元的收入。

市場挑戰

全球交易型視訊點播 (T​​VOD) 市場成長的主要障礙是來自佔據主導地位的訂閱型視訊點播 (SVOD) 平台的激烈競爭。 SVOD 模式以固定費率提供大量內容庫的無限存取權限，其經濟效益對交易型視訊點播構成了嚴峻的提案。對於價格敏感型消費者而言，與固定價格的訂閱相比，租賃或購買單部影片的總成本往往高得令人難以負擔。這種經濟差異抑制了消費者頻繁使用交易型服務，使其淪為次要選擇，主要用於觀看一些尚未在訂閱服務中提供的院線新片。

消費者偏好的這些顯著轉變正直接影響關鍵地區該產業的表現。例如，2024年，美國消費者在數位單次購買模式上的總支出下降了7%，而同期訂閱制串流媒體產業則成長了超過25%。這種支出模式的顯著差異表明，觀眾正將注意力集中在訂閱制生態系統上，這直接縮小了單次購買模式的潛在市場，並因此阻礙了該模式的進一步擴張。

市場趨勢

電影劇集和套裝的線上銷售模式（EST）日益普及，對穩定市場起到了至關重要的作用，因為它吸引了那些更重視永久所有權而非臨時串流媒體存取權限的收藏家。雖然租賃需求往往會隨著院線發行計畫而波動，但「購買並擁有」模式正獲得越來越多消費者的青睞，他們希望擁有完整的影視劇集收藏，而無需依賴訂閱服務。這一趨勢有助於保護行業免受SVOD（訂閱視訊點播）的市場侵蝕，尤其針對那些願意為永久訪問其影視庫支付溢價的忠實粉絲群。根據數位娛樂集團（Digital Entertainment Group）的數據顯示，儘管整體交易市場面臨挑戰，但2024年第四季消費者在數位電視節目購買上的支出仍增加了3%。

同時，體育賽事直播和獨家活動向數位付費點播（PPV）模式的轉變，有效地將目標市場拓展到傳統電影內容之外。數位平台正擴大為大型格鬥賽事和重要足球比賽整合交易付款閘道，使版權所有擁有者能夠將高需求賽事直接面向全球觀眾實現盈利，而無需依賴線性電視訂閱。這項策略利用了數位發行管道的柔軟性，吸引那些原本可能不會購買整個賽季通行證的球迷進行衝動消費。根據 SportsPro 報道，體育串流服務 DAZN 預計其 2024 年的年收入將成長 11%，達到 31.9 億美元。這一業績成長主要得益於其數位付費隨選業務的策略擴張。

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：全球交易型視訊點播市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 按類型（數位銷售、租賃下載）
    • 按行業（媒體與娛樂、教育、其他（體育等））
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美交易型隨選視訊市場展望

  • 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：歐洲交易型視訊點播市場展望

  • 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：亞太地區交易型視訊點播市場展望

  • 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：中東和非洲交易型視訊點播市場展望

  • 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：南美交易型視訊點播市場展望

  • 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：全球交易型隨選視訊市場：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

  • Amazon.com, Inc.
  • Apple Inc.
  • Rakuten Group, Inc.
  • The Walt Disney Company
  • Vudu LLC
  • Redbox Automated Retail LLC
  • Bigtree Entertainment Pvt. Ltd
  • Alphabet Inc.
  • Hulu LLC
  • DIRECTV, LLC.

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: 15409

The Global Transactional Video on Demand (TVOD) Market is projected to experience substantial growth, expanding from USD 8.03 Billion in 2025 to USD 17.73 Billion by 2031, demonstrating a robust 14.11% CAGR. TVOD operates as a digital model enabling consumers to rent or purchase individual video content on a pay-per-view basis, distinct from subscription services. Key drivers for this expansion include the increasing global availability of high-speed broadband and a rising consumer desire for immediate access to premium theatrical releases and specialized niche content without needing bundled subscriptions. For example, the digital transactional market in the United Kingdom reached £381 million in 2024, underscoring its underlying stability.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 8.03 Billion
Market Size 2031USD 17.73 Billion
CAGR 2026-203114.11%
Fastest Growing SegmentMedia & Entertainment
Largest MarketNorth America

However, the market's growth is significantly challenged by the widespread dominance of Subscription Video on Demand (SVOD) platforms. The perceived superior value of unlimited content libraries offered for a fixed monthly fee often makes the cumulative expense of single-transaction purchases appear costly to consumers who are sensitive to price. This dynamic inhibits the broader adoption of the transactional model within an already saturated entertainment environment.

Market Driver

The strategic reduction of theatrical release windows and the prevalent adoption of Direct-to-Digital distribution strategies are pivotal catalysts for the market, effectively bridging the divide between cinema and home viewing. By providing Premium Video on Demand (PVOD) options, studios leverage the immediate marketing momentum of theatrical debuts, encouraging consumers to pay a premium for early access before content becomes available on subscription services. This approach maintains the high value of individual transactions, ensuring digital purchase and rental platforms remain crucial for viewers who prioritize immediate viewing over delayed streaming. In fact, according to the British Association for Screen Entertainment, premium priced films available to buy or rent increased by 15 percent in 2024, with the average window from cinema to home release consolidating to just 40 days.

Concurrently, the sector benefits from a growing consumer preference for flexible, contract-free, a la carte content models, which offer a financial alternative to the accumulating expenses of multiple subscriptions. As the streaming landscape becomes more fragmented, audiences are increasingly willing to pay for specific, high-quality titles on a per-view basis, rather than committing to continuous access to extensive, often unused, content libraries. This consumer behavior is particularly evident in the resilience of digital rental figures for new content; the Digital Entertainment Group reported a 7.7 percent increase in consumer spending on internet-delivered digital rentals of new theatrical releases during Q3 2024, highlighting the enduring appeal of the single-transaction format. Further demonstrating this demand, Universal Pictures noted that the digital release of the film Wicked generated over $70 million in sales across the United States and Canada in its initial week alone in 2025.

Market Challenge

The primary obstacle hindering the growth of the Global Transactional Video on Demand market is the intense competitive pressure from the dominant Subscription Video on Demand (SVOD) platforms. The economic efficiency of SVOD models, which provide unlimited access to vast content libraries for a flat monthly fee, presents a challenging value proposition for the transactional sector. For consumers who are sensitive to price, the aggregated cost of renting or purchasing individual titles frequently appears prohibitive when compared to the consistent, flat-rate structure of subscriptions. This financial disparity discourages frequent use of transactional services, relegating them to a secondary option primarily reserved for specific theatrical releases not yet available on subscription tiers.

This measurable shift in consumer preference is directly impacting the financial performance of the sector in key regions. For instance, in 2024, total consumer spending on digital transactional formats in the United States saw a 7 percent decline, while the subscription streaming segment expanded by over 25 percent during the same period. This significant divergence in spending patterns illustrates how the concentration of viewership within subscription ecosystems is directly shrinking the potential market for single-transaction purchases, thereby impeding the broader expansion of the transactional model.

Market Trends

The increasing adoption of Electronic Sell-Through (EST) for film franchises and box sets serves as a vital market stabilizer, appealing to collectors who prioritize permanent ownership over temporary streaming access. While demand for rentals often fluctuates with theatrical release schedules, the "buy-to-keep" model is gaining considerable traction among consumers keen to own complete television series and film franchise collections without relying on subscription services. This trend helps protect the sector from cannibalization by SVOD, specifically targeting highly engaged fandoms prepared to pay a premium for lasting library access. According to the Digital Entertainment Group, consumer spending on the digital purchase of TV titles notably increased by 3 percent in the fourth quarter of 2024, even as the broader transactional market faced challenges.

Concurrently, the migration of live sports and exclusive events to digital Pay-Per-View (PPV) is effectively broadening the addressable market beyond traditional movie content. Digital platforms are increasingly incorporating transactional gateways for major combat sports and significant football matches, enabling rights holders to directly monetize high-demand events to global audiences independently of linear television contracts. This strategy capitalizes on the flexibility of digital distribution to capture impulse purchases from fans who opt against full season passes. SportsPro reported that DAZN, a specialized streaming service, saw its annual revenue grow by 11 percent to $3.19 billion in 2024, a performance primarily driven by the strategic expansion of its digital pay-per-view operations.

Key Market Players

  • Amazon.com, Inc.
  • Apple Inc.
  • Rakuten Group, Inc.
  • The Walt Disney Company
  • Vudu LLC
  • Redbox Automated Retail LLC
  • Bigtree Entertainment Pvt. Ltd
  • Alphabet Inc.
  • Hulu LLC
  • DIRECTV, LLC.

Report Scope

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

Transactional Video on Demand Market, By Type

  • Electronic Sell Through
  • Download to Rent

Transactional Video on Demand Market, By Vertical

  • Media & Entertainment
  • Education
  • Others

Transactional Video on Demand 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 Transactional Video on Demand Market.

Available Customizations:

Global Transactional 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:

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 Transactional Video on Demand Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Electronic Sell Through, Download to Rent)
    • 5.2.2. By Vertical (Media & Entertainment, Education, Others (Sports, etc.))
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Transactional Video on Demand Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Vertical
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Transactional Video on Demand 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 Type
        • 6.3.1.2.2. By Vertical
    • 6.3.2. Canada Transactional Video on Demand 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 Type
        • 6.3.2.2.2. By Vertical
    • 6.3.3. Mexico Transactional Video on Demand 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 Type
        • 6.3.3.2.2. By Vertical

7. Europe Transactional Video on Demand Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Vertical
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Transactional Video on Demand 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 Type
        • 7.3.1.2.2. By Vertical
    • 7.3.2. France Transactional Video on Demand 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 Type
        • 7.3.2.2.2. By Vertical
    • 7.3.3. United Kingdom Transactional Video on Demand 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 Type
        • 7.3.3.2.2. By Vertical
    • 7.3.4. Italy Transactional Video on Demand 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 Type
        • 7.3.4.2.2. By Vertical
    • 7.3.5. Spain Transactional Video on Demand 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 Type
        • 7.3.5.2.2. By Vertical

8. Asia Pacific Transactional Video on Demand Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Vertical
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Transactional Video on Demand 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 Type
        • 8.3.1.2.2. By Vertical
    • 8.3.2. India Transactional Video on Demand 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 Type
        • 8.3.2.2.2. By Vertical
    • 8.3.3. Japan Transactional Video on Demand 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 Type
        • 8.3.3.2.2. By Vertical
    • 8.3.4. South Korea Transactional Video on Demand 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 Type
        • 8.3.4.2.2. By Vertical
    • 8.3.5. Australia Transactional Video on Demand 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 Type
        • 8.3.5.2.2. By Vertical

9. Middle East & Africa Transactional Video on Demand Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Vertical
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Transactional Video on Demand 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 Type
        • 9.3.1.2.2. By Vertical
    • 9.3.2. UAE Transactional Video on Demand 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 Type
        • 9.3.2.2.2. By Vertical
    • 9.3.3. South Africa Transactional Video on Demand 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 Type
        • 9.3.3.2.2. By Vertical

10. South America Transactional Video on Demand Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Vertical
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Transactional Video on Demand 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 Type
        • 10.3.1.2.2. By Vertical
    • 10.3.2. Colombia Transactional Video on Demand 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 Type
        • 10.3.2.2.2. By Vertical
    • 10.3.3. Argentina Transactional Video on Demand 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 Type
        • 10.3.3.2.2. By Vertical

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 Transactional Video on Demand 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. Amazon.com, 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. Apple Inc.
  • 15.3. Rakuten Group, Inc.
  • 15.4. The Walt Disney Company
  • 15.5. Vudu LLC
  • 15.6. Redbox Automated Retail LLC
  • 15.7. Bigtree Entertainment Pvt. Ltd
  • 15.8. Alphabet Inc.
  • 15.9. Hulu LLC
  • 15.10. DIRECTV, LLC.

16. Strategic Recommendations

17. About Us & Disclaimer