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市场调查报告书

商品编码

1798089

全球视讯点播市场的发展

The Evolution of the Global Video on Demand Market

出版日期: 2025年07月21日 | 出版商:

Frost & Sullivan | 英文 22 Pages | 商品交期: 最快1-2个工作天内

价格

简介目录

新的经营模式和内容推动串流平台的成长

从付费电视到随选视讯服务的加速转变，促使全球数百家媒体和娱乐 (M&E) 公司推出了自己的串流平台。过去五年来，供应商的激增使得视讯点播生态系统变得越来越拥挤。

随着线上串流媒体服务的选择比以往任何时候都多，视讯点播业者必须在激烈的竞争中脱颖而出。定价策略、内容品质和使用者体验是影响随选视讯平台绩效和留住最终用户的关键因素。

近年来，市场不仅变得更加分散，而且通货膨胀率上升和经济状况恶化也导致订阅疲劳加剧，影响了最终用户为多种串流媒体服务付费的意愿。

由于基于订阅的收益成长有限，视讯点播供应商正在创新其获利策略。主要的市场参与企业正在采用结合订阅、广告和按次付费策略的混合方案。尤其是广告，已被证明是串流媒体业者的关键收益驱动力。

更广泛的 M&E 和串流媒体行业的技术快速进步，特别是人工智慧 (AI)、大规模语言模型 (LLM) 和机器学习 (ML) 的不断扩大的使用案例，正在对 VOD 市场造成重大颠覆。

VOD 供应商正在其整个工作流程中融入 AI 和 ML 等技术，以简化内容传送和广告插入、建立智慧建议引擎、改善内容个人化并增强其平台上的用户互动。

本研究涵盖全球Over-The-Top随选视讯（VOD）服务市场，即透过非託管公共网路连线直接向客户提供视讯内容的供应商。本报告不包括其他点播影片交付方式，例如卫星服务、网际网路协定电视（IPTV）、YouTube等影片託管平台以及Twitch和Kick等社群直播服务。

VOD 包含一个分发系统，让使用者可以从平台的线上媒体库即时存取和串流自己喜欢的内容。在 OTT 模式下，终端用户可以透过开放的网路连线和相容设备（例如平板电脑、笔记型电脑、智慧型电视、智慧型手机和串流媒体棒）存取内容，而无需储存空间。在过去十年中，数十亿用户已将这些服务作为主要的娱乐管道。

该研究对全球 VOD 行业进行了广泛的概述，包括市场驱动因素、限制因素、定价趋势和成长机会，并对订阅视讯点播 (SVOD) 市场部分进行了更详细的定量分析，包括收益、付费许可、净新许可预测和区域市场占有率估计。

三大策略重点对视讯点播产业的影响

竞争激烈程度

为什么

从付费电视到随选视讯服务的转变正在加速，促使全球数百家媒体和娱乐 (M&E) 公司推出自己的串流平台。过去五年来，供应商的激增使得视讯点播生态系统变得越来越拥挤。

观点

随着线上串流服务的选择比以往任何时候都多，视讯点播业者纷纷在激烈的市场竞争中脱颖而出。定价策略、内容品质和使用者体验是影响随选视讯平台绩效和留住最终用户的关键因素。

创新经营模式

为什么

近年来，市场不仅变得更加分散，而且通货膨胀率上升和宏观经济经济状况恶化也导致订阅疲劳加剧，影响了最终用户同时为多种串流媒体服务付费的意愿。

观点

由于基于订阅的收益成长有限，视讯点播供应商正在创新其获利策略。主要的市场参与企业正在采用一种结合订阅、广告和按次付费策略的混合模式。尤其是广告，已被证明是串流媒体业者的关键收益驱动力。

颠覆性技术

为什么

更广泛的 M&E 和串流媒体行业的技术快速进步，特别是随着人工智慧 (AI)、大规模语言模型 (LLM) 和机器学习 (ML)使用案例的扩展，正在对 VOD 市场造成重大颠覆。

观点

VOD 供应商正在其整个工作流程中融入 AI 和 ML 演算法等技术，以提高内容传送和广告插入的效率，建立智慧建议引擎，改善内容个人化，并增强其平台上的用户互动。

分析范围

本研究涵盖全球Over-The-Top随选视讯（VOD）服务市场，即透过非託管公共网路连线直接向客户提供视讯内容的供应商。本报告不包括其他点播影片交付方式，例如卫星服务、网际网路协定电视（IPTV）、YouTube等影片託管平台以及Twitch和Kick等社群直播服务。
视讯点播 (VOD) 包含一个分发系统，让使用者可以从平台的线上媒体库即时存取和串流自己喜欢的内容。在 OTT 模式下，终端使用者无需储存空间，即可透过开放的网路连线和相容装置（例如平板电脑、笔记型电脑、智慧电视、智慧型手机和串流媒体棒）存取内容。过去十年，全球涌现了数百个随选视讯 (VOD) 平台，数十亿用户将这些服务作为主要的娱乐管道。
该研究从市场驱动因素、限制因素和成长机会等方面对全球 VOD 行业进行了广泛的概述，并对订阅视讯点播 (SVOD) 市场部分进行了更详细的定量分析，包括收益预测、付费许可、净新许可和区域市场占有率估计。

成长抑制因素

服务供应商不仅与其他 VOD 供应商竞争，还与其他类型的家庭娱乐服务竞争，例如付费电视、视讯游戏和社交媒体。
近年来，客户取消订阅和订阅疲劳已成为 VOD 平台的主要挑战。
随着越来越多的客户取消订阅，供应商未来涨价空间有限。随着视讯点播服务提供商投入更多时间打造独家内容，盗版和非法串流媒体在其客户中也愈发猖獗。
此类诈欺活动对平台的收益能力产生了重大影响。
娱乐习惯的改变，尤其是年轻一代的娱乐习惯的改变，将阻碍 VOD 服务的成长。
随着短影片的受欢迎程度呈指数级增长，视讯点播平台上的长篇内容（如电影和电视节目）却无法吸引年轻观众的注意。
按地区划分，有关内容和用户资料保护的严格规定将增加服务提供者的合规和营运成本。
老年人群体缺乏必要的数位技能，这将阻碍 VOD 平台在某些人群中的未来发展和采用。

成长动力

VOD服务供应商现在以製作工作室的形式运作。
持续製作内容和扩展影片库的能力极大地吸引和留住了 VOD 平台的用户。
不断的技术进步和具有高清和先进串流技术（如 4K/8K 解析度）的智慧型装置的普及正在改善用户体验并刺激消费者采用 VOD。
互联互通技术的快速发展显着扩展了视讯点播市场。随着全球互联网和频宽的不断提高，越来越多的终端用户可以享受可靠的视讯点播平台存取和低延迟串流媒体服务。
新的经营模式，尤其是广告支援的串流媒体，将为成长提供巨大的推动力。 AVOD 不仅能够实现收益源的多样化，还能为使用者提供更实惠的内容存取方式。
包括拉丁美洲、非洲和中东在内的新兴市场为 VOD 供应商扩大国际基本客群提供了充足的机会。
串流媒体产业中人工智慧和机器学习应用的兴起正在帮助 VOD 平台提高效率、增强用户忠诚度，并最终创造额外收益。

With the limitations on subscription-based revenue growth, VOD vendors are innovating their monetization strategies. Major market participants have adopted hybrid approaches, combining subscription, advertising, and pay-per-view strategies. Advertising, in particular, has proven to be a major revenue driver for streaming operators.

Rapid technological advancements in the broader M&E and streaming industries, especially with the expansion of artificial intelligence (AI), large language models (LLM), and machine learning (ML) use cases, are causing significant disruption in the VOD market.

VOD vendors are incorporating technologies such as AI and ML across their workflows to gain efficiencies in content distribution and advertising insertion, create intelligent recommendation engines, increase content personalization, and boost user interaction on their platforms.

This study covers the global market for video on demand (VOD) services that go over the top (OTT), i.e., providers that distribute video content directly to customers over a non-managed public internet connection. This report excludes other means of delivering on-demand video, such as satellite services or Internet Protocol TV (IPTV), video-hosting platforms like YouTube, and social live-streaming services such as Twitch or Kick.

VOD consists of a distribution system that allows users to instantly access and stream their preferred content from a platform's online media library. With the OTT model, end users can access content without requiring any memory space via an open internet connection and compatible devices such as tablets, laptops, smart TVs, smartphones, or streaming sticks. During the past decade, billions of users have adopted these services as their primary entertainment channel.

This study broadly addresses the global VOD industry in terms of drivers, restraints, pricing trends, and growth opportunities, along with a more detailed quantitative analysis for the subscription video on demand (SVOD) segment of the market. This analysis includes revenue, paid licenses, and net new licenses forecast, as well as a regional market share estimation.

The Impact of the Top 3 Strategic Imperatives on the VOD Industry

Competitive Intensity

Why

The accelerated transition from pay TV to VOD services drove hundreds of media and entertainment (M&E) companies across the globe to launch their own streaming platforms. In the past five years, the proliferation of vendors has made the VOD ecosystem an increasingly crowded space.

Frost Perspective

With more online streaming service options than ever, VOD operators differentiate themselves amid fierce competition. Pricing strategies, content quality, and user experience are the main factors impacting VOD platforms' performance and capacity to retain end users.

Innovative Business Models

Why

Not only has the market become more fragmented in recent years but rising inflation rates and the worsening macroeconomic conditions have also increased subscription fatigue and impacted end users' willingness to pay for multiple streaming services at the same time.

Frost Perspective

With the limitations on subscription-based revenue growth, VOD vendors are innovating their monetization strategies. Major market participants have adopted hybrid approaches, combining subscription, advertising, and pay-per-view strategies. Advertising, in particular, has proven to be a major revenue driver for streaming operators.

Disruptive Technologies

Why

Rapid technological advancements in the broader M&E and streaming industries, especially with the expansion of artificial intelligence (AI), large language models (LLM), and machine learning (ML) use-cases, are causing significant disruption in the VOD market.

Frost Perspective

VOD vendors are incorporating technologies such as AI and ML algorithms across their workflows to gain efficiencies in content distribution and advertising insertion, create intelligent recommendation engines, increase content personalization, and boost user interaction on their platforms.

Scope of Analysis

This study covers the global market for video on demand (VOD) services that go over the top (OTT), i.e., providers that distribute video content directly to customers over a non-managed public internet connection. This report excludes other means of delivering on-demand video, such as satellite services or Internet Protocol TV (IPTV), video-hosting platforms like YouTube, and social live-streaming services such as Twitch or Kick.
VOD consists of a distribution system that allows users to instantly access and stream their preferred content from a platform's online media library. With the OTT model, end users can access content without requiring any memory space via an open internet connection and compatible devices such as tablets, laptops, smart TVs, smartphones, or streaming sticks. During the past decade, hundreds of VOD platforms emerged across the globe, leading billions of users to adopt these services as their primary entertainment channel.
This study broadly addresses the global VOD industry in terms of drivers, restraints, and growth opportunities, along with a more detailed quantitative analysis for the subscription video on demand (SVOD) segment of the market. This analysis includes revenue, paid licenses, and net new licenses forecast, as well as a regional market share estimation.

Growth Restraints

Service providers compete not only against alternative VOD vendors, but also against other types of home entertainment services, such as pay TV, video games, and social media.
Customer churn and subscription fatigue have turned into a major challenge for VOD platforms in recent years.
With a growing number of customers cancelling subscriptions, future price increases are limited for vendors. With increasing hours of exclusive content being created by VOD service operators, piracy practices and illegal streaming became more frequent among customers.
These unauthorized practices significantly impact platforms' ability to generate revenue.
Changing entertainment habits, especially across the youngest generations, hinder the ability of VOD services to grow.
With short-form video popularity growing exponentially, longer pieces of content on VOD platforms, such as movies and TV shows, are less able to capture the attention of young audiences.
Strict regulations on content and user data protection legislation across some geographies increase compliance and operational costs for services providers.
The lack of necessary digital skills across older age groups hinders future growth and VOD platform adoption among certain demographics.

Growth Drivers

VOD service providers now operate as production studios.
The ability to continuously create content and expand video libraries is significantly attracting and retaining users in VOD platforms.
Constant technological evolution and growing adoption of smart devices with advanced streaming technology like high definition and 4K/8K resolution enhance the user experience and fuel VOD adoption among consumers.
Rapid advancements in connectivity are notably expanding the VOD addressable market. With higher internet and bandwidth penetration across the globe, an increasing number of end users can access VOD platforms reliably and enjoy low-latency streaming.
The emergence of new business models, especially ad-supported streaming, significantly boosts growth. AVOD enables revenue streams diversification while allowing users to access content more affordably.
Developing regions, including markets in Latin America, Africa, and the Middle East, provide a wealth of opportunities for VOD vendors to expand their customer base internationally.
The rise of AI and ML applications across the streaming industry is helping VOD platforms to gain efficiencies, increase user loyalty, and thus generate further revenue.