影音市场洞察:中国

儘管面临生活成本上升和后疫情时代环境的课题，中国视频娱乐市场仍呈现復苏迹象。票房收入大幅成长，推动了新兴的交易型影片（按次付费）细分市场的发展。随着订阅式随选视讯 (SVoD) 和付费电视用户数量趋于持平，主要业者正在调整定价和行销策略，以进一步推动成长。

目标地区：澳洲、比利时、巴西、加拿大、丹麦、芬兰、法国、德国、印度、义大利、日本、墨西哥、荷兰、挪威、波兰、俄罗斯、韩国、西班牙、瑞典、英国和美国

市场趋势：

预计 2024 年中国视讯娱乐市场收入将下降 4%，至 2,020 亿元人民币，主要原因是票房收入下降 23%。其他细分市场保持稳定或略有成长。

付费电视是最大的细分市场，在2024年基本持平，但预计在整个预测期内将略有增长，这得益于IPTV的持续普及和价格调整。

SVoD仍然是第二大细分市场，但市场成熟度、广告支援内容的扩展以及来自短视频平台的激烈竞争日益制约其增长。虽然电影院细分市场预计将在2025年復苏，但其长期预测已根据全球趋势下调。

数位交易规模虽然较小，但却是成长最快的细分市场，这主要得益于主要串流媒体平台提供的优质租赁服务。

本报告回顾了中国视讯娱乐市场的整体情况，并评估了该行业数位转型的影响因素和推动因素。重点涵盖领域包括：

• 线上影片：电子销售（电影和电视）、iVoD（电影）、SVoD 和广告 VoD（AVoD）
• 订阅付费电视（有线/卫星电视月费）
• 票房
• 付费数位 VoD：TrueVoD
• 家庭视讯 DVD 和蓝光（销售和租赁）

目录

• 简介
• 词彙表
• 宏观经济与政府法规
• 消费性电子硬体概述
• 执行摘要
• 视讯娱乐市场展望
• 订阅电视：付费电视和 SVoD
• SVoD 产业概述
• SVoD 与国际地区对比
• 主要 SVoD 概况服务
• SVoD 与付费电视仪錶板
• 付费电视仪錶板
• 付费电视展望
• 电影票房
• 电影票房市场展望
• 电影票房趋势
• 交易影片趋势
• 交易零售价值展望
• 交易影片概览

Despite the challenges posed by the cost-of-living crisis and post-pandemic landscape, China's Video Entertainment market has edged into recovery. The box office has seen tremendous growth, pushing the nascent Transactional Video segment. SVoD and Pay-TV have reached a balance in the number of subscribers, so major players are adjusting prices and market strategies to generate growth.

Geographic coverage includes: Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, India, Italy, Japan, Mexico, Netherlands, Norway, Poland, Russia, South Korea, Spain, Sweden, UK, USA.

Market Trends:

In 2024, China's Video Entertainment market revenue declined by 4% to RMB202 billion, largely due to a 23% drop in theatrical revenues. Other segments remained stable or recorded modest growth.

Pay-TV, the largest segment, was near flat in 2024 and is expected to grow marginally over the outlook period, supported by continued IPTV uptake and pricing adjustments.

SVoD remains the second-largest segment, though its growth is increasingly constrained by market maturity, the availability of content via ad-funded models, and strong competition from short-video platforms. While the theatrical segment is expected to rebound in 2025, its longer-term forecast has been revised down in line with global trends.

Digital Transactional, though small in scale, is the most dynamic segment, driven by Premium rental offerings led by major streaming platforms.

Areas Explored:

This report reviews the overall video entertainment market in China and assesses the impactors and drivers as the sector transitions to digital. Key areas covered include:

• Online Video: Electronic sell-through (movie and TV), iVoD (movie), subscription online video (SVoD), advertising VoD (AVoD)
• Subscription Pay-TV (i.e. monthly cable/satellite TV subscription fees)
• Box office
• Pay-TV VoD: True VoD
• Physical home video: DVD & Blu-ray (sell-through and rental)

Did you know?

Futuresource has been tracking, researching and consulting on the international video landscape for more than 30 years. This publication is one in a series of country-specific market insight reports, produced to provide businesses with a fully rounded view of the consumer video market.

Any business operating within this space and its related sectors will benefit from this report, particularly:

• Content providers, broadcasters and their suppliers
• Intermediaries and supply chain companies
• Hardware, infrastructure and service providers
• Content and CE market strategists, marketing and sales professionals
• Companies with interests in adjacent entertainment sectors
• Investors

Table of Contents

• Introduction
• Glossary of Terms
• Macro Economic and Government Regulations
• CE Hardware Overview
• Executive Summary
• Overall Video Entertainment Outlook 2019-2027
• Subscription TV: Pay-TV & SVoD
• SVoD Sector Overview
• SVoD Compared to International territories
• Key SVoD Service Profiles
• SVoD vs Pay-TV Dashboard
• Pay-TV Dashboard
• Pay-TV Outlook
• Box Office
• Box Office Outlook
• Box Office Trends
• Trends in Transactional Video
• Transactional Retail Value Outlook
• Transactional Video Overview