数位内容服务十大成长机会（2025 年）

2025 年，在关键技术进步和消费行为转变的推动下，数位内容服务领域将实现变革性成长。生成式人工智慧将持续彻底改变内容创作和个人化。同时，扩增实境(XR) 技术不断扩展，提供重新定义使用者参与度的身临其境型体验。由于该行业寻求保护智慧财产权和维护消费者信任，数位内容安全和反盗版措施至关重要。

基于帐户的行销 (ABM) 正在转变为一种全面的基于帐户的收益解决方案，增强了有针对性的行销工作，而员工体验 (EX) 在数位化工作场所中日益重要的地位正在推动组织采用创新工具来提高生产力和满意度。广告支援的影片串流将推动市场发展，提供具有成本效益的内容访问，而直播，尤其是体育直播，将继续吸引全球观众。新的广告形式为品牌以创新的方式与消费者建立联繫提供了新的机会。

成长加速器是推动其产业成长的先锋公司。这些公司透过不断创新和创造新技术、解决方案、平台、经营模式和策略来满足客户不断变化的需求，从而加速其成长。此外，这些公司还透过策略性地扩大和增强产品系列，充分利用市场成长机会。

本报告探讨了数位内容服务的成长机会，并概述了数位内容服务供应商在 2025 年可以关注的 10 个成长机会，以在这个充满活力和竞争的环境中取得成功。

目录

2025 年的关键成长机会

• 策略要务
• 十大成长机会
• 成长机会1：生成式人工智慧将持续彻底改变内容创作与个人化
• 成长机会2：XR 技术提供身临其境型体验，重新定义使用者参与度
• 成长机会三：对先进数位内容安全与反盗版措施的需求不断增加
• 成长机会4：ABM 转型为基于帐户的综合收益解决方案
• 成长机会5：创新的 EX 工具可提高员工的工作效率和满意度
• 成长机会6：基于广告的串流媒体将推动媒体和娱乐市场成长
• 成长机会#7：体育赛事推动 OVP 市场向前发展
• 成长机会8：现代广告形式为品牌增添独特价值
• 成长机会9：无 Cookie 的世界为现代定位方法铺平了道路
• 成长机会10：全通路体验推动数位转型平台的采用
• 后续步骤Next steps
• 免责声明

Harnessing Innovation: Key Trends Shaping the Future of Digital Content Services in 2025

In 2025, the digital content services landscape is poised for transformative growth driven by key technological advancements and evolving consumer behaviors. Generative AI (GenAI) continues to revolutionize content creation and personalization. Simultaneously, extended reality (XR) technologies will continue to expand, offering immersive experiences that redefine user engagement. Digital content security and anti-piracy measures will become paramount as the industry seeks to protect intellectual property and maintain consumer trust.

The transformation of account-based marketing (ABM) into comprehensive account-based revenue solutions will enhance targeted marketing efforts, while the growing importance of employee experience (EX) in the digital workplace will drive organizations to adopt innovative tools for better productivity and satisfaction. Ad-supported video streaming will push the market forward, providing cost-effective content access, and live streaming, particularly sports streaming, will continue to captivate audiences worldwide. Emerging ad formats will offer new opportunities for brands to connect with consumers in creative ways.

This Frost & Sullivan study compiles 10 growth opportunities digital content service providers can focus on in 2025 to thrive in this dynamic and competitive landscape. These growth opportunities result from aggregated input from Frost & Sullivan's Digital Content Services research teams across different global regions.

Frost & Sullivan's Growth Accelerators are companies at the forefront of driving growth in their respective industries. These companies accelerate growth by continuously innovating and creating new technologies, solutions, platforms, business models, or strategies that serve ever-evolving customer needs. These companies are also best positioned to expand market growth by strategically broadening and/or enhancing their product portfolio. Accelerating new growth opportunities is never an easy task. Still, it is one made even more difficult considering today's strategic imperatives, from disruptive technologies and value chain compression to industry convergence and new business models. In this context, recognition as a Growth Accelerator signifies an incredible accomplishment.

Frost & Sullivan's Digital Content Services program has a future-facing mandate to examine evolving digital content services delivered over the Internet. Our practice area examines emerging topics and dynamic markets that represent the crucial touchstones of the digital landscape.

Table of Contents

Top Growth Opportunities for 2025

• Strategic Imperatives
• Top 10 Growth Opportunities
• Growth Opportunity 1: GenAI Continues to Revolutionize Content Creation and Personalization
• Growth Opportunity 2: XR Technologies Offer Immersive Experiences that Redefine User Engagement
• Growth Opportunity 3: Demand Grows for Advanced Digital Content Security and Anti-piracy Measures
• Growth Opportunity 4: ABM Transforms into Comprehensive Account-based Revenue Solutions
• Growth Opportunity 5: Innovative EX Tools Enhance Employee Productivity and Satisfaction
• Growth Opportunity 6: Ad-based Streaming Drives Growth in the M&E Market
• Growth Opportunity 7: Sports Events Push the OVP Market Forward
• Growth Opportunity 8: Modern Advertising Formats Add Unique Value for Brands
• Growth Opportunity 9: The Cookieless World Creates Avenues for Modern Targeting Methods
• Growth Opportunity 10: Omnichannel Experiences Drive DX Platform Adoption
• Next Steps
• Legal Disclaimer