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市場調查報告書
商品編碼
2011933

美國線上串流媒體市場（2026）：消費者使用趨勢、獲利模式與競爭趨勢

U.S. Online Streaming Market 2026: Consumer Adoption, Monetization Models, and Competitive Dynamics
出版日期: | 出版商: yStats.com | 英文 109 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

美國數位影片市場中串流媒體的主導地位、混合獲利模式和訂閱趨勢。

主要亮點

  • 美國：美國 OTT 市場收入預計將從 2024 年的 600 億美元以上成長到 2029 年的 1100 億美元以上，這表明隨著貨幣化模式的演變，數位影片服務將繼續成長。
  • 美國：串流媒體普及率已達到很高水平，到 2025 年，約 90% 的美國網路使用者家庭將至少訂閱一項服務，這表明市場環境已趨於成熟。
  • 美國：用戶對廣告支援型串流媒體的參與度正在上升，預計某主要平台的廣告支援型套餐用戶佔有率將從2024年的約三分之一成長到2025年的近一半。這凸顯了混合獲利模式日益重要的作用。

串流媒體在美國家庭的普及率仍然很高。

串流媒體平台在美國被廣泛使用，絕大多數家庭至少訂閱了一項服務。許多消費者訂閱了多項服務，這表明串流媒體為觀眾提供了一個分散且高度互動的觀看環境。這種廣泛的使用表明，串流媒體已成為數位娛樂消費的核心要素。

廣告和混合模式在獲利模式中的重要性日益增加。

串流媒體服務正日益將訂閱模式與廣告支援模式結合。低價的廣告支援套餐正成為消費者新的入門途徑，廣告支援的視訊格式在各個平台上的曝光率也不斷提高。這些趨勢表明，廣告收入正與訂閱收入一起，扮演著越來越重要的角色。

訂閱模式和平台策略仍在不斷演變。

消費者會主動管理他們的訂閱，根據價格、內容可用性和主觀價值來切換服務。整個市場呈現訂閱取消和續訂交替的趨勢。為了應對這一趨勢，該平台正在採取分級定價、捆綁銷售和差異化服務等策略，以建立存取和獲利機制。

本報告分析了美國線上串流媒體市場的趨勢，總結了OTT和串流媒體的現狀、串流平台策略、獲利模式、競爭格局、串流觀看時間和收入的趨勢和預測、法律制度、消費者使用趨勢以及未來展望。

目錄

第1章要點

第2章 管理概要

第3章 市場概覽

  • OTT收入成長、觀看習慣改變以及串流媒體在影片娛樂中的作用。
  • 串流媒體平台、數位影片分發和媒體產業的競爭趨勢。
  • 社群媒體平台的使用、串流媒體的普及以及每日媒體消費時間的分配。
  • 集內容存取、訂閱分發和介面控制於一體的聚合平台。
  • 串流媒體收入成長、OTT市場擴張以及數位影片服務對經濟貢獻的增加。
  • 串流服務中的內容投資、定價策略和平台定位
  • 串流觀眾行為、訂閱管理和流失趨勢。
  • 按影片類型分類的總觀看時間和複合年成長率 (CAGR)
  • 付費電視訂閱收入：預測

第4章 市場規模與成長

  • OTT市場收入預測及複合年成長率表現及預測
  • OTT影片市場收入預測及串流媒體在電視觀看中的佔有率
  • SVOD收入成長率
  • 整個廣告市場（所有媒體）的收入預測和複合年成長率：實際值和預測值。
  • 串流媒體市場的收入成長、聯網電視廣告的擴張以及數位影片貨幣化的趨勢。

第5章 消費者採納使用

  • 串流媒體服務的家庭普及率、多訂閱使用情況以及串流媒體服務的採用情況。
  • 廣告支援型串流服務的消費者使用與觀看行為趨勢
  • 串流服務訂閱行為和捆綁銷售趨勢的演變
  • 串流媒體在電視觀看領域的主導地位以及廣告支援型串流平台的成長
  • 串流服務用戶數量：趨勢與預測
  • SVOD用戶數量與複合年成長率：趨勢與預測
  • 訂閱至少一項串流影片服務的網路家庭所佔百分比
  • 以分送方式統計的電視收視率
  • 取消有線電視訂閱的家庭數量：趨勢與預測
  • 透過聯網電視(CTV) 觀看串流媒體的網路連結家庭數量
  • 影片內容總播放時長
  • 串流媒體使用情況依人口統計屬性、跨多個裝置的觀看行為以及隨選影片消費模式進行分析。
  • 影片觀看裝置使用率
  • 按年齡層別分類的串流服務使用率
  • 按收入水平分類的串流服務使用情況
  • 按年齡層分類的對由生成式人工智慧驅動的個人化內容體驗感興趣的受訪者百分比。
  • 過去 6 個月成年人 AI 使用及每日 AI 使用。
  • 按世代分類的人工智慧使用和互動狀況
  • 成年人在日常生活中以任務類型使用人工智慧的情況
  • 成年人按任務類型使用人工智慧的情況
  • 不實施人工智慧的主要原因
  • 人工智慧在建議主導的觀看率和內容發現/參與度方面的作用。
  • 串流媒體和傳統電視的使用模式
  • 遇到緩衝或延遲的串流媒體使用者百分比。

第6章：串流經營模式

  • 使用至少一種付費串流服務廣告支援方案的 SVOD用戶百分比。
  • Netflix 用戶觀看時間長度中，包含廣告支援方案的時間長度所佔的百分比。
  • 低成本串流媒體計劃、廣告支援訂閱和用戶獲取策略。
  • 串流媒體服務、廣告支援訂閱計劃和平台盈利模式的普及。

第7章：平台現況與市場佔有率

  • 媒體分發供應商的電視收視率
  • 串流平台觀眾佔有率、平台間競爭與觀眾參與趨勢
  • 主要串流媒體平台的消費者使用率
  • 串流觀眾的分散化、平台間對觀看時間的競爭以及OTT生態系統中競爭動態的演變。

第8章：支付與貨幣化

  • 串流媒體產業的關鍵商業化戰略
  • 串流服務的訂閱收費機制和循環付款結構
  • 串流媒體服務的訂閱支付失敗、用戶流失因素和收入留存因素
  • 串流定價策略、差異化費率方案、跨平台捆綁模式
  • 串流媒體服務中的廣告支援型獲利模式和混合收入結構
  • 帳戶共用限制、付費共用模式、訂閱存取盈利模式。
  • 串流服務使用者感知價值
  • 串流媒體費用偏好、廣告接受度和訂閱決定因素
  • 串流服務用戶數量、每月串流媒體服務支出以及用戶滲透率。
  • 多用戶訂閱行為及串流服務在家庭中的滲透率
  • 串流服務流失行為與市場退出模式
  • 用戶取消意向、服務切換行為、用戶管理模式
  • OTT市場中串流服務的捆綁策略、平台合作和結構發展。
  • 串流媒體服務的消費者支出展望與定價趨勢

第9章：廣告和AVOD的成長

  • 廣告模型下的電視收視率
  • 按發行類型分類的廣告支援電視觀看市場佔有率（按類別分類）
  • AVOD 和 SVOD 收入成長率、預測和複合年成長率：趨勢和預測
  • 聯網電視廣告支出、串流受眾覆蓋範圍和數位影片廣告分配趨勢。
  • 聯網電視廣告和廣告支援型串流媒體的成長前景。
  • 利用人工智慧最佳化廣告投放、實現串流變現並拓展混合廣告模式。
  • 串流媒體市場中的消費者串流媒體使用情況、廣告支援訂閱的成長以及混合收入模式。

第10章 競爭格局

  • 訂閱式、廣告支援式和混合式串流服務的經營模式
  • 消費者在社群媒體上觀看影片的時間比在串流媒體服務上觀看影片的時間更長。
  • 串流媒體服務的內容投資策略、獨家節目的拓展以及平台差異化。
  • 熱門串流節目的類型分佈以及敘事主導節目在觀眾參與度方面的作用
  • 消費者對影片串流應用、數位娛樂平台和串流媒體服務的需求

第11章法規環境

  • 訂閱合規要求、聯邦 ROSCA 標準、州級自動續訂法律
  • 用戶規則制定趨勢、實施計劃和監管流程的最新資訊。
  • 與訂閱相關的強制執行措施、訴訟和和解金額

第12章：未來展望與新趨勢

  • 生成式人工智慧在媒體和娛樂製作領域帶來的全球成本節約
  • 人工智慧在整個串流媒體價值鏈中的應用案例，包括個人化、廣告、分析和製作。
  • 人工智慧在媒體製作中的應用、基於演算法的內容推薦以及串流平台上的人工智慧驅動的內容管理。
  • 人工智慧驅動的廣告最佳化、媒體平台的預測分析和數位廣告貨幣化。
  • 與前一年相比，觀看微劇集數量增加的消費者比例（按世代分類）
  • 串流媒體觀眾佔有率不斷成長，消費者對串流媒體內容的參與度不斷提高，以及數位串流生態系統的演變。
簡介目錄
Product Code: 1716

Streaming Dominance, Hybrid Monetization, and Subscription Dynamics in the U.S. Digital Video Market

Key Highlights

  • U.S. OTT market revenue is projected to grow from over USD 60 billion in 2024 to more than USD 110 billion by 2029, reflecting continued expansion of digital video services as monetization models evolve.
  • Streaming adoption has reached high levels, with around 90% of U.S. internet households subscribing to at least one service in 2025, indicating a mature market environment.
  • Engagement with advertising-supported streaming is rising, as viewing share on one major platform's ad-supported tier increased from around one-third in 2024 to nearly half in 2025, highlighting the growing role of hybrid monetization models.

Streaming Adoption Remains High Across U.S. Households

Streaming platforms are widely used across the United States, with a large majority of households subscribing to at least one service. Many consumers maintain multiple subscriptions, indicating a fragmented but highly engaged viewing environment. This widespread usage suggests that streaming is a core component of digital entertainment consumption.

Advertising and Hybrid Models Gain Importance in Monetization

Streaming services are increasingly combining subscription access with advertising-supported models. Lower-priced ad-supported tiers provide alternative entry points for consumers, while advertising-supported video formats are becoming more visible across platforms. These developments indicate that advertising plays a growing role alongside subscription-based revenue.

Subscription Behavior and Platform Strategies Continue to Evolve

Consumers are actively managing their subscriptions, switching between services based on pricing, content availability, and perceived value. Subscription cancellation and re-subscription behavior are observed across the market. In response, platforms apply strategies such as tiered pricing, bundling, and differentiated service offerings to structure access and monetization.

Table of Contents

1. Key Takeaways

2. Management Summary

3. Market Overview

  • U.S.: OTT Revenue Expansion, Evolving Viewing Habits, and Role of Streaming in Video Entert., March 2026
  • U.S.: Streaming Platforms, Digital Video Distribution, and Media Industry Competition Dynamics, March 2026
  • U.S.: Social Media Platform Usage, Streaming Adoption, And Daily Media Time Allocation, April 2026
  • U.S.: Aggregation Platforms in Content Access, Subscription Distribution, and Interface Control, April 2026
  • U.S.: Streaming Revenue Growth, OTT Market Expansion, and Increasing Economic Contribution of Digital Video Services, March 2026
  • U.S.: Content Investment, Pricing Strategies, and Platform Positioning in Streaming Services, March 2026
  • U.S.: Streaming Viewer Behavior, Subscription Management, and Churn Trends, March 2026
  • U.S.: Total Video Viewing Hours by Video Type, in billions of Hours, and CAGR, 2022, 2024 & 2030e
  • U.S.: Pay TV Subscription Revenue, in USD billions, 2018 - 2026e

4. Market Size and Growth

  • U.S.: OTT Market Revenue Forecast, in USD billions, and Compound Annual Growth Rate, 2024 & 2029f
  • U.S.: OTT Video Market Revenue Forecast And Streaming Share Of TV Viewing, April 2026
  • U.S.: SVOD Revenue Growth, in USD billions, 2018-2026e
  • U.S.: Total Advertising Market Revenue Forecast (All Media), in USD bil., and Compound Annual Growth Rate, 2024 & 2029f
  • U.S.: Streaming Market Revenue Growth, Connected TV Advertising Expansion, and Digital Video Monetization Trends, March 2026

5. Consumer Adoption and Usage

  • U.S.: Streaming Household Penetration, Multi-Subscription Usage, and Streaming Service Adoption, March 2026
  • U.S.: Consumer Adoption of Ad-Supported Streaming Tiers and Viewing Behavior Trends, March 2026
  • U.S.: Evolution Of Streaming Subscription Behavior And Bundling Trends, April 2026
  • U.S.: Streaming Dominance in TV Viewing and Growth of Ad-Supported Streaming Platforms, March 2026
  • U.S.: Streaming Service Subscribers, in millions, 2018-2026e
  • U.S.: SVOD Users, in millions, and Compound Annual Growth Rate, 2018 - 2031e
  • U.S.: Internet Households Subscribing to at Least 1 Streaming Video Service, in % of Households, Nov 2025
  • U.S.: Share of Total TV Viewing by Distribution Type, in %, January 2026
  • U.S.: Number of Cord-Cutter Households, in millions, 2020-2027e
  • U.S.: Number of Internet-Enabled Households Streaming via Connected TV (CTV), in millions of Households, 2024 & 2025
  • U.S.: Total Time Spent Streaming Video Content, in billion Hours, 2024 & 2025
  • U.S.: Cross-Demographic Streaming Usage, Multi-Device Viewing Behavior, and On-Demand Video Consumption Patterns, March 2026
  • U.S.: Device Usage for Video Viewing, in % of Respondents, 2025
  • U.S.: Streaming Service Usage by Age Group, in % of Respondents, April 2025
  • U.S.: Distribution of Streaming Service Usage by Income Level, in % of Respondents, April 2025
  • U.S.: Share of Respondents Interested in GenAI-Driven Personalized Content Experiences, by Generation, March 2026
  • U.S.: Using AI in the Past Six Months vs. Daily Among Adults, April 2025
  • U.S.: Using and Interacting With AI Daily by Generation, April 2025
  • U.S.: AI Usage by Task Type in Daily Life Among Adults, April 2025
  • U.S.: AI Usage by Task Type Among Adults, in % of Resp. Routinely Performing Each Activity, April 2025
  • U.S.: Top Reasons for Not Using AI, in % of Non-Adopting Respondents, April 2025
  • U.S.: Share of Viewing Driven by Recommendations and Role of AI in Content Discovery and Engagement, April 2026
  • U.S.: Streaming and Traditional TV Usage Patterns, in % of Adults, April 2025
  • U.S.: Share of Streaming Users Experiencing Buffering or Lag, in % of Respondents, 2025

6. Streaming Business Models

  • U.S.: SVOD Subscribers With at Least One Ad-Supported Tier of a Paid Streaming Service, in %, Spring 2024 - Fall 2025
  • U.S.: Share of Total Netflix Household Viewing Hours on Ad-Supported Tier, in %, 2024 & 2025
  • U.S.: Lower-Priced Streaming Tiers, Advertising-Supported Subscriptions, and Subscriber Acquisition Strategies, March 2026
  • U.S.: Streaming Service Adoption, Advertising-Supported Subscription Tiers, and Platform Monetization Models, March 2026

7. Platform Landscape and Market Shares

  • U.S.: Share of Total TV Viewing by Media Distributor, in %, January 2026
  • U.S.: Streaming Platform Viewing Shares, Platform Competition, and Audience Engagement Trends, March 2026
  • U.S.: Consumer Usage of Major Streaming Platforms, in % of Respondents, 2025
  • U.S.: Fragmentation of Streaming Audiences, Platform Competition for Viewing Time, and Evolving Competitive Dynamics in the OTT Ecosystem, March 2026

8. Payments and Monetization

  • U.S.: Key Monetization Strategies in the Streaming Industry, April 2026
  • U.S.: Subscription Billing Mechanisms and Recurring Payment Structures in Streaming Services, March 2026
  • U.S.: Subscription Payment Failures, Churn Drivers, and Revenue Retention Factors in Streaming Services, March 2026
  • U.S.: Streaming Pricing Strategies, Tier Differentiation, and Bundling Models Across Platforms, March 2026
  • U.S.: Advertising-Supported Monetization Models and Hybrid Revenue Structures in Streaming Services, March 2026
  • U.S.: Account Sharing Restrictions, Paid Sharing Models, and Subscription Access Monetization, March 2026
  • U.S.: Perceived Value of Streaming Services Among Users, in % of Respondents, April 2025
  • U.S.: Streaming Pricing Preferences, Advertising Tolerance, and Subscription Decision Drivers, March 2026
  • U.S.: Streaming Subscriptions, Monthly Spending on Streaming Services, and Subs. Penetration, March 2026
  • U.S.: Multi-Subscription Behavior and Streaming Service Penetration Across Households, March 2026
  • U.S.: Streaming Subscription Cancellation Behavior and Market Churn Patterns, March 2026
  • U.S.: Subs. Cancellation Intent, Service Switching Behavior, and Subs. Management Patterns, March 2026
  • U.S.: Streaming Service Bundling Strategies, Platform Partnerships, and Structural Developments in the OTT Market, March 2026
  • U.S.: Outlook For Consumer Spending On Streaming Services And Pricing Dynamics, April 2026

9. Advertising and AVOD Growth

  • U.S.: Share of Total TV Viewing by Advertising Model, in %, Q4 2025
  • U.S.: Category Share of Ad-Supported TV Viewing by Distribution Type, in %, Q4 2025
  • U.S.: AVOD and SVOD Revenue Growth and Forecast, in USD billions, and CAGR, 2019-2027e
  • U.S.: Connected TV Advertising Spending, Streaming Audience Reach, and Digital Video Advertising Allocation Trends, March 2026
  • U.S.: Growth Outlook For CTV Advertising And Ad-Supported Streaming, April 2026
  • U.S.: AI-Driven Advertising Efficiency, Streaming Monetization, and Hybrid Ad Model Expansion, April 2026
  • U.S.: Consumer Streaming Adoption, Ad-Supported Subscription Growth, and Hybrid Revenue Models in the Streaming Market, March 2026

10. Competitive Landscape

  • U.S.: Streaming Business Models Across Subscription-Based, Advertising-Supported, and Hybrid Services, March 2026
  • U.S.: Consumers Spending More Time Watching Videos on Social Media Than on Streaming Services, in % of Resp. by Generation, October 2025
  • U.S.: Content Investment Strategies, Exclusive Programming Expansion, and Platform Differentiation Among Streaming Services, March 2026
  • U.S.: Genre Distribution among Top Streaming Shows and the Role of Narrative-Driven Programming in Audience Engagement, March 2026
  • U.S.: Video Streaming Applications, Digital Entertainment Platforms, and Consumer Demand for Streaming Services, March 2026

11. Regulatory Environment

  • U.S.: Subscription Compliance Requirements, Federal ROSCA Standards, & State-Level Auto-Renewal Laws, April 2026
  • U.S.: Subscription Rulemaking Developments, Enforcement Timeline, and Regulatory Process Updates, April 2026
  • U.S.: Subscription-Related Enforcement Actions, Legal Cases, and Settlement Amounts, April 2026

12. Future Outlook and Emerging Trends

  • Global: Estimated Cost Reduction from Generative AI in Media & Entertainment Production, % cost reduction, July 2025
  • U.S.: AI Adoption Across Streaming Value Chain, Personalization, Advertising, Analytics, and Production Use Cases, April 2026
  • U.S.: AI Integration in Media Production, Algorithm-Based Content Recommendation, and AI-Driven Content Management in Streaming Platforms, March 2026
  • U.S.: AI-Enabled Advertising Optimization, Predictive Analytics in Media Platforms, and Digital Advertising Monetization, March 2026
  • U.S.: Consumers Reporting Increased Micro-Series Viewing Compared to the Previous Year, in % of Resp. by Generation, October 2025
  • U.S.: Rising Streaming Viewing Share, Consumer Engagement With Streaming Content, and Evolution of the Digital Streaming Ecosystem, March 2026