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市場調查報告書

商品編碼

1735667

全球視訊點播市場規模（按解決方案、收益模式、垂直行業、區域範圍和預測）

Global Video on Demand Market Size By Solution (Pay TV, OTT Services), By Monetization Model (Subscription-based, Advertising-based), By Industry Vertical (Gaming, Education), By Geographic Scope And Forecast

出版日期: 2025年05月02日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3個工作天內

價格

簡介目錄

視訊點播市場規模及預測

2024 年視訊點播市場規模價值 519.3 億美元，預計到 2032 年將達到 1,547.2 億美元，2026 年至 2032 年的複合年成長率為 16.13%。

視訊點播（VOD）是指提供影像內容，讓使用者可以隨意選擇和觀看電影、電視節目、紀錄片和其他媒體，而不受傳統廣播時間表的限制。
VOD 服務可以透過各種平台訪問，包括智慧電視、行動應用程式、串流媒體設備和網站，並提供訂閱（如 Netflix 和 Disney+）、交易（租用或購買內容）和廣告支援模式。
VOD服務用於私人家庭娛樂、教育機構遠距學習、企業部門培訓和交流，並透過個人化內容為航空公司、飯店和旅遊服務改善客戶體驗。
VOD 的流行源於其便利性、靈活性和多樣化的內容庫：消費者可以按需存取內容、跳過廣告並隨時連續觀看連續劇。
跨多裝置串流內容的能力也提高了可訪問性。隨著人們逐漸放棄有線電視以及個人化娛樂需求的日益成長，視訊點播平台已成為超越傳統廣播的首選，它提供多語言內容、原創節目和本地化串流服務，以滿足全球不同受眾的需求。

全球視訊點播市場動態

影響全球視訊點播市場的關鍵市場動態是：

關鍵市場促進因素

網路普及率不斷提高：高速網路的廣泛普及使得無縫串流媒體成為可能，擴大了全球 VOD 的可近性。
轉向剪線：消費者對 VOD 服務而非傳統有線電視的偏好正在推動市場成長。
個人化內容需求日益成長：根據通訊（ITU）的數據，到2022年，全球網路普及率將從2019年的54%成長到66%。在已開發國家，這數字將高達91%。視訊點播平台將利用演算法，根據用戶偏好提供客製化的建議。
智慧型裝置的採用：根據尼爾森的《總觀眾報告》，到 2020 年，串流媒體將占美國電視總觀看時間的 26%，高於 2019 年的 19%。智慧型手機、平板電腦和智慧型電視的使用率增加將推動 VOD 的行動可存取性。
擴大原創內容製作：Netflix 和 Amazon Prime 等平台正在大力投資獨家原創內容以吸引用戶。

主要挑戰

競爭激烈：市場上充斥著多個平台，導致價格戰和內容取得挑戰。
盜版問題：未經授權的內容分發會導致收益損失和法律風險。
高昂的授權和製作成本：製作或取得獨家內容需要大量投資。
開發中地區的頻寬限制：網路基礎設施差會影響某些地區的串流品質和使用者體驗。
用戶保留問題：訂閱疲勞和客戶流失的增加對平台構成了挑戰。

主要趨勢

廣告支援的視訊點播 (AVOD) 的興起：為了迎合注重價格的用戶，平台提供由廣告支援的免費內容。
人工智慧整合：人工智慧驅動的建議可提高用戶參與度和保留率。
在地化內容創作：為了擴大全球用戶群，平台正專注於特定地區的內容。
現場直播和體育賽事直播：對實況活動日益成長的需求正在推動提供即時串流媒體的 VOD 服務。
配套服務：每個平台將與通訊業者合作提供配套服務，以滲透市場。

The Video on Demand (VOD) refers to the distribution of video content that allows users to select and watch movies, TV shows, documentaries, or other media whenever they choose, without being constrained by traditional broadcast schedules.
VOD services are accessible through various platforms, including smart TVs, mobile apps, streaming devices, and websites, offering both subscription-based (like Netflix and Disney+), transactional (renting or purchasing content), and ad-supported models.
VOD services are used across households for entertainment, educational institutions for remote learning, corporate sectors for training and communication, and airlines, hotels, and travel services to enhance customer experience through personalized content.
The popularity of VOD is driven by its convenience, flexibility, and diverse content library. It allows consumers to access content on-demand, skip advertisements, and binge-watch entire series at their convenience.
The ability to stream content on multiple devices enhances its accessibility. With the shift toward cord-cutting and the growing demand for personalized entertainment, VOD platforms have become a preferred choice over traditional broadcasting, offering multi-language content, original shows, and localized streaming to cater to diverse audiences worldwide.

Global Video on Demand Market Dynamics

The key market dynamics that are shaping the global video on demand market include:

Key Market Drivers

Increased Internet Penetration: Widespread availability of high-speed internet enables seamless streaming, expanding VOD accessibility globally.
Shift Towards Cord-Cutting: Consumers prefer VOD services over traditional cable TV, driving the market growth.
Growing Demand for Personalized Content: According to the International Telecommunication Union (ITU), global internet penetration reached 66% in 2022, up from 54% in 2019. In developed countries, this figure is as high as 91%. VOD platforms leverage algorithms to offer tailored recommendations based on user preferences.
Smart Device Adoption: Nielsen's Total Audience Report shows that streaming accounted for 26% of total TV time in the United States in 2020, up from 19% in 2019. Increased use of smartphones, tablets, and smart TVs enhances VOD accessibility on the go.
Expansion of Original Content Production: Platforms like Netflix and Amazon Prime invest heavily in exclusive, original content to attract subscribers.

Key Challenges

Intense Competition: The market is saturated with multiple platforms, leading to price wars and content acquisition challenges.
Piracy Issues: Unauthorized distribution of content poses revenue losses and legal risks.
High Licensing and Production Costs: Creating or acquiring exclusive content involves a significant investment.
Bandwidth Limitations in Developing Regions: Poor internet infrastructure affects streaming quality and user experience in certain areas.
Subscriber Retention Issues: Increasing subscription fatigue and customer churn present challenges for platforms.

Key Trends

Rise of Ad-Supported VOD (AVOD): Platforms offer free content with advertisements to cater to price-sensitive users.
Integration of Artificial Intelligence: AI-driven recommendations enhance user engagement and retention.
Localized Content Production: Platforms focus on region-specific content to expand their global user base.
Live Streaming and Sports Broadcasting: Growing demand for live events boosts VOD services offering real-time streaming.
Bundled Services: Platforms collaborate with telecom providers to offer bundled subscriptions, increasing market penetration.

Global Video on Demand Market Regional Analysis

Here is a more detailed regional analysis of the global video-on-demand market:

Asia Pacific

The Asia-Pacific region is witnessing significant growth in the Global Video-On-Demand (VOD) Market, driven by increasing internet penetration, smartphone adoption, and changing consumer viewing habits.
In Europe, the European Audiovisual Observatory reports that the number of SVOD (Subscription Video On Demand) subscriptions in the EU grew by 45.7% between 2018 and 2019, reaching 118.1 million.
A global survey by Statista found that 55% of respondents preferred streaming services to traditional TV in 2021, up from 39% in 2017. This shift is particularly pronounced among younger demographics, with 62% of millennials reporting that they watch more streaming content than traditional TV.
Countries like China, India, South Korea, and Japan are leading the regional demand, thanks to their large population bases and rapidly expanding digital ecosystems.
The proliferation of high-speed 4G and 5G networks has further enhanced streaming experiences, encouraging more consumers to adopt VOD services.
The Asia-Pacific region is the growing preference for local and regional content, with platforms like iQIYI, Hotstar, and WeTV investing heavily in native-language programming.
The rise of smart TVs and mobile-first viewing habits also contribute to the surge in VOD consumption, particularly among younger audiences.
The region is witnessing a boom in ad-supported VOD (AVOD) models, catering to price-sensitive consumers who prefer free content supported by advertisements.
Piracy remains a significant challenge in several markets, impacting revenue streams for platforms.
Despite these challenges, strategic partnerships between telecom providers and streaming platforms have strengthened subscription growth.
With continued investment in original content and advancements in streaming technology, the VOD market in Asia-Pacific is set to expand further in the coming years.

North America

North America is anticipated to be the fastest-growing region in the Global Video on Demand (VOD) Market, driven by the widespread adoption of streaming services and a mature digital infrastructure.
The Motion Picture Association reports that the number of original scripted series for online services in the US increased from 117 in 2016 to 532 in 2022, a 355% increase.
The United States leads the market, followed by Canada, with both countries experiencing steady growth due to the increasing popularity of subscription-based platforms like Netflix, Amazon Prime Video, Disney+, and Hulu.
The high penetration of smart devices, smart TVs, and high-speed internet further supports VOD consumption in the region.
The North American VOD market is the shift from traditional cable TV to over-the-top (OTT) streaming platforms, offering greater flexibility and personalized content.
Consumers are also attracted to the availability of diverse content libraries, including original series, films, and sports programming.
Rising cord-cutting trends and on-demand access to premium content are reshaping the entertainment landscape.
The region is also witnessing growth in transactional VOD (TVOD) and ad-supported VOD (AVOD) models, catering to different consumer segments.
Market players face challenges such as increasing competition, rising content production costs, and subscription fatigue.
Despite these hurdles, technological innovations and further investments in exclusive content will continue to drive the growth of the VOD market in North America.

Global Video on Demand Market: Segmentation Analysis

The Global Video on Demand Market is Segmented based on Solution, Monetization Model, Industry Vertical, and Geography.

Video on Demand Market, By Solution

Pay TV
OTT Services
IPTV

Based on the Solution, the Global Video on Demand Market is segmented into Pay TV, OTT Services, and IPTV. The OTT Services segment has emerged as the dominant solution, primarily driven by the increasing shift in consumer behavior towards flexible, on-demand streaming platforms. OTT services, such as Netflix, Amazon Prime, and Disney+, provide greater content variety, convenience, and personalization without the need for traditional cable or satellite subscriptions. This trend is further accelerated by advancements in internet infrastructure, affordable subscription models, and the growing preference for mobile viewing.

Video on Demand Market, By Monetization Model

Subscription-based
Advertising-based

Based on the Monetization Model, the Global Video on Demand Market is divided into Subscription-based and Advertising-based models. The Subscription-based model (SVOD) dominates the market, driven by platforms such as Netflix, Amazon Prime, and Disney+, where users pay a recurring fee to access a vast content library without interruptions. This model appeals to consumers who prioritize an ad-free experience and exclusive content, including original series and movies. The flexibility to cancel or renew subscriptions further enhances its appeal, especially with the growing shift towards on-demand viewing habits.

Video on Demand Market, By Industry Vertical

Media & Entertainment
Gaming
Education

Based on the Industry Vertical, the Global Video on Demand (VOD) Market is segmented into Media & Entertainment, Gaming, and Education. The Media & Entertainment segment holds a dominant share, driven by platforms like Netflix, Hulu, and Amazon Prime. These services offer a diverse library of movies, TV shows, documentaries, and live-streaming events. With the rise in smart devices and the shift towards personalized content consumption, this vertical remains the core driver of the VOD market.

Key Players

The "Global Video on Demand Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Netflix, Amazon, Google, YouTube, Apple, HBO, Cisco, Roku, IndieFlix, and Vudu.

This section offers in-depth analysis through a company overview, position analysis, the regional and industrial footprint of the company, and the ACE matrix for insightful competitive analysis. The section also provides an exhaustive analysis of the financial performances of mentioned players in the given market.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with its product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Key Developments

In April 2020, Synamedia announced a partnership with Google Cloud to expand its video network portfolio with a new OTT service. This collaboration enabled Synamedia to respond to customer inquiries about OTT services, increasing scalability and optimizing Synamedia's performance by lowering operational costs.

1 INTRODUCTION OF GLOBAL VIDEO ON DEMAND MARKET

1.1 Overview of the Market
1.2 Scope of Report
1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources

4 GLOBAL VIDEO ON DEMAND MARKET OUTLOOK

4.1 Overview
4.2 Market Dynamics
- 4.2.1 Drivers
- 4.2.2 Restraints
- 4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis

5 GLOBAL VIDEO ON DEMAND MARKET, BY SOLUTION

5.1 Overview
5.2 Pay TV
5.3 OTT Services
5.4 IPTV

6 GLOBAL VIDEO ON DEMAND MARKET, BY MONETIZATION MODEL

6.1 Overview
6.2 Subscription-based
6.3 Advertising-based

7 GLOBAL VIDEO ON DEMAND MARKET, BY INDUSTRY VERTICAL

7.1 Overview
7.2 Media & Entertainment
7.3 Gaming
7.4 Education

8 GLOBAL VIDEO ON DEMAND MARKET, BY GEOGRAPHY

8.1 Overview
8.2 North America
- 8.2.1 U.S.
- 8.2.2 Canada
- 8.2.3 Mexico
8.3 Europe
- 8.3.1 Germany
- 8.3.2 U.K.
- 8.3.3 France
- 8.3.4 Rest of Europe
8.4 Asia Pacific
- 8.4.1 China
- 8.4.2 Japan
- 8.4.3 India
- 8.4.4 Rest of Asia Pacific
8.5 Rest of the World
- 8.5.1 Latin America
- 8.5.2 Middle East & Africa

9 GLOBAL VIDEO ON DEMAND MARKET COMPETITIVE LANDSCAPE

9.1 Overview
9.2 Company Market Ranking
9.3 Key Development Strategies

10 COMPANY PROFILES

10.1 Netflix
- 10.1.1 Overview
- 10.1.2 Financial Performance
- 10.1.3 Product Outlook
- 10.1.4 Key Developments
10.2 Amazon
- 10.2.1 Overview
- 10.2.2 Financial Performance
- 10.2.3 Product Outlook
- 10.2.4 Key Developments
10.3 Google
- 10.3.1 Overview
- 10.3.2 Financial Performance
- 10.3.3 Product Outlook
- 10.3.4 Key Developments
10.4 YouTube
- 10.4.1 Overview
- 10.4.2 Financial Performance
- 10.4.3 Product Outlook
- 10.4.4 Key Developments
10.5 Apple
- 10.5.1 Overview
- 10.5.2 Financial Performance
- 10.5.3 Product Outlook
- 10.5.4 Key Developments
10.6 HBO
- 10.6.1 Overview
- 10.6.2 Financial Performance
- 10.6.3 Product Outlook
- 10.6.4 Key Developments
10.7 Cisco
- 10.7.1 Overview
- 10.7.2 Financial Performance
- 10.7.3 Product Outlook
- 10.7.4 Key Developments
10.8 Roku
- 10.8.1 Overview
- 10.8.2 Financial Performance
- 10.8.3 Product Outlook
- 10.8.4 Key Developments
10.9 IndieFlix
- 10.9.1 Overview
- 10.9.2 Financial Performance
- 10.9.3 Product Outlook
- 10.9.4 Key Developments
10.10 Vudu
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments