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市场调查报告书
商品编码
1352974
基于广告的视讯点播全球市场规模、份额、行业趋势分析报告:按设备、行业、广告市场分析、公司规模、区域展望和预测,2023-2030Global Advertising-based Video On Demand Market Size, Share & Industry Trends Analysis Report By Device, By Vertical, By Advertisement Position (Mid-roll, Pre-roll, and Post-roll), By Enterprise Size, By Regional Outlook and Forecast, 2023 - 2030 |
到2030年,基于广告的视讯点播市场规模预计将达到2,196亿美元,预测期内市场年复合成长率率为30.2%。
根据 KBV Cardinal 矩阵中发布的分析,Google公司是该市场的领导者。 2023年5月,Google, Inc.扩大了与SAP SE的合作伙伴关係,实施全面的开放资料解决方案,透过SAP Datasphere和Google的资料云在整个企业环境中全面实施资料,我们已经构建了资料云。 Facebook (Meta Platforms, Inc.)、IBM Corporation 和 Dailymotion 等公司是该市场的主要创新者。
市场成长要素
行动互联网使用量增加
串流服务上的追剧普及改善了顾客的观赏体验。行动装置极大地改善了这种体验。行动装置提供便利性以及您所需的观赏体验。此外,透过将多个内容持续载入到行动装置上,拥有高速网路连线的使用者可以随时随地观看内容。来自服务提供者的有吸引力的资料套餐以及千禧世代不断变化的影片观看习惯正在推动月度用户的成长。因此,随着智慧型手机订阅数量的增加以及每次订阅频宽需求的增加,市场正在不断扩大。
行动广告越来越受欢迎
行动应用程式的出现为广告主扩大影响范围提供了机会。智慧型手机和平板电脑等价格实惠的行动运算设备的普及增加了消费者对行动平台的偏好。行动装置已成为我们消费资讯的主要方式。行动广告是应用程式开发者的主要收入来源。 2020年,随着对娱乐和各种家庭设备可用性的高需求,人们选择了行动服务。因此,新应用程式安装数量不断增加,增加了 AVOD 平台的收入并导致市场扩张。
市场抑制因素
网路平台上盗版影片内容的可访问性
影片盗版市场不断扩大,限制了 AVOD 市场的扩张。种子下载的日益普及是主要威胁之一。 Torrent 是包含资料的数位檔案。 BitTorrent 等应用程式允许使用者使用 torrent 檔案下载 VOD。订阅所有这些服务需要付出高昂的成本。然而,种子为所有此类内容提供了单一下载来源。与 AVOD 串流服务相比,Torrent 允许您共用无广告的内容。因此,许多用户更喜欢使用种子而不是付费使用这些服务。
按装置分類的 Outlook
依设备划分,市场分为笔记型电脑和平板电脑、手机、游戏机和电视。 2022 年,笔记型电脑和平板电脑细分市场在市场中占据了重要的收入份额。笔记型电脑和平板电脑已成为流行的视讯消费设备,因为它们具有比行动电话或智慧型手机更大的显示器并提供更身临其境的观看体验。许多人选择这些设备来长时间观看,例如观看电影、电视节目和线上影片。此外,笔记型电脑和平板电脑利用了技术进步和增强的连接性。凭藉改进的萤幕解析度、更强的运算能力和更快的网路速度,使用者可以在这些装置上获得更流畅、更身临其境的体验。
产业展望
该市场按行业分为媒体和娱乐、BFSI、教育、零售和消费品、IT 和电信、医疗保健等。 2022年,教育领域的市场成长率可望实现。 AVOD 在教育领域也越来越受欢迎,允许学生免费存取教育内容,同时赚取广告收入。这种策略很受教育机构和教育工作者的欢迎,因为它可以让你不用花很多钱就能接触到大量的受众。此外,AVOD 还可以实现定向广告,这对观众和广告商来说是双赢的。
广告职位展望
根据广告位置,市场分为前贴片、中贴片和后贴片。到 2022 年,前贴片部分将在市场中占据重要的收入份额。前置广告在主要影片或音讯内容开始之前显示。此外,串流媒体服务、播客和线上影片平台也充斥着这些广告。在听众或观众造访所需内容之前,前置广告首先会显示在内容的开头,并且通常会自动播放。此外,前置广告的持续时间各不相同,但通常都很短。前置广告的持续时间可以从几秒钟到一分钟不等,但最常见的是 15 到 30 秒。
公司规模预测
依公司规模,市场分为中小企业(SME)和大型企业。在 2022 年的市场中,中小企业 (SME) 细分市场将获得显着的收入份额。 AVOD平台为中小型企业提供低成本的广告管道来推广其产品和服务。此外,基于广告的视讯点播平台使小型企业能够覆盖大量受众,同时避免与传统广告方法相关的高成本。您还可以透过製作与目标受众产生共鸣的广告来提高品牌知名度。此外,小型企业服务于特定区域或专业市场。透过利用 AVOD 平台,您可以定位区域和利基受众。
区域展望
从区域来看,分析包括北美、欧洲、亚太地区和拉丁美洲地区。 2022年,北美地区以最高的收入份额引领市场。这一增长是由在北美地区占据重要地位的几个着名 AVOD 平台要素的。 YouTube、Hulu、Tubi、Facebook 和 Roku Channel 等平台提供广泛的免费、广告支援的内容,并已成为重要的参与者。
The Global Advertising-based Video On Demand Market size is expected to reach $219.6 billion by 2030, rising at a market growth of 30.2% CAGR during the forecast period.
Retailers & consumer goods manufacturers use AVOD platforms to promote their brands and products through customized advertisements. Therefore, the Retail & Consumer Goods segment is anticipated to capture approximately 1/4th share of the market by 2030. In addition, the retail industry frequently emphasizes ads that showcase their products, spotlight promotional offers, or tell brand stories to attract viewers' attention and increase consumer engagement. In addition, AVOD platforms frequently present businesses with the chance to include e-commerce functionality in their video content. This simplifies the purchasing process by enabling viewers to buy or learn more about the products featured in the videos without exiting the AVOD site.
The major strategies followed by the market participants are Partnerships as the key developmental strategy in order to keep pace with the changing demands of end users. For instance, In June, 2023, Dailymotion Advertising collaborated with Amazon's DSP for integration facilitated advertisers in targeting of specific and exclusive audiences via Dailymotion Advertising's instream video inventories within Amazon's DSP framework. Additionally, In June, 2023, IBM Corporation extended their partnership Adobe to aid clients in enhancing content supply chains, fostering collaboration, creativity, speed, and project visibility.
Based on the Analysis presented in the KBV Cardinal matrix; Google, Inc. is the forerunner in the Market. In May, 2023, Google, Inc. expanded their partnership with SAP SE to introduce a comprehensive open data solution and build a complete data cloud that conduct data from their enterprise landscape via SAP Datasphere and Google's data cloud. Companies such as Facebook (Meta Platforms, Inc.), IBM Corporation, Dailymotion are some of the key innovators in the Market.
Market Growth Factors
Increased Use of Mobile Internet
Customer viewing experiences are improved by the prevalence of binge-watching on streaming services. Mobile devices have greatly enhanced the experience. They offer a form of convenience along with a much-needed viewing experience. Additionally, the continuous incorporation of multiple contents across mobile devices allows high-speed Internet-enabled users to view the content anytime and anywhere. Monthly user growth is fueled by service providers' alluring data packages and millennials' evolving video viewing habits. As a result, the market is expanding as a result of both the rising number of smartphone subscriptions and a need for more bandwidth per subscription.
Mobile Advertising is Becoming Increasingly Popular
Mobile applications have emerged as an opportunity for advertisers to broaden their reach. The inclination of consumers for mobile platforms has increased due to the growing adoption of reasonably priced mobile computing devices like smartphones and tablets. The predominant method for consuming information has changed to mobile devices. One of the primary sources of revenue for application developers is mobile advertising. In 2020, when the demand for amusement was high, and people had access to various home devices, they opted for mobile services. Consequently, the number of new application installations is increasing, boosting AVOD platform revenue and resulting in market expansion.
Market Restraining Factors
Accessibility of Pirated Video Content on Online Platforms
The video piracy market is expanding, limiting the AVOD market's expansion. The increasing popularity of torrents is one of the main threats. A torrent is a digital file containing metadata. With applications like BitTorrent, users can download VOD utilizing torrent files. The cost of subscribing to all of these services is substantial. However, torrents provide a singular download source for all such content. Compared to AVOD streaming services, torrents can share largely ad-free content. As a result, many users prefer to use torrents rather than pay for these services, which poses a substantial obstacle to the AVOD market's expansion in the coming years.
Device Outlook
On the basis of device, the market is fragmented into laptops & tablet PCs, mobile, console, and TV. The laptops and tablet PCs segment acquired a substantial revenue share in the market in 2022. Due to their larger displays and more immersive viewing experience than mobile phones or smartphones, laptops and tablets are popular video consumption devices. Numerous individuals choose these devices for long-form viewing, such as watching movies, television series, or online videos. In addition, laptop and tablet devices capitalize on technological advances and enhanced connectivity. Users may experience a smooth and immersive experience on these devices because of increased screen resolutions, more powerful computing power, and faster internet speeds.
Vertical Outlook
Based on vertical, the market is segmented into media & entertainment, BFSI, education, retail & consumer goods, IT & telecom, healthcare, and others. The education segment procured a promising growth rate in the market in 2022. AVOD is also gaining popularity in the education sector, allowing students to access educational content for free while still generating advertising revenue. This strategy is popular among educational organizations and educators since it enables them to reach a larger audience without incurring expenses. In addition, AVOD allows targeted advertising, thereby helping both the viewer and the advertiser.
Advertisement Position Outlook
By advertisement position, the market is divided into pre-roll, mid-roll, and post-roll. The pre-roll segment covered a considerable revenue share in the market in 2022. Before the primary video or audio content commences, pre-roll advertising is displayed. Furthermore, streaming services, podcasts, and online video platforms also have much of this advertising. Before the listener or viewer can access the desired content, a pre-roll advertisement first appears at the beginning of the content and is typically played automatically. Furthermore, the duration of pre-roll advertisements can vary, but they are typically kept brief. Pre-roll advertisement durations can differ from a few seconds to one minute, with 15 to 30 seconds being the most popular.
Enterprise Size Outlook
By enterprise size, the market is categorized into small & medium enterprise (SME) and large enterprise. The small & medium enterprise (SME) segment garnered a significant revenue share in the market in 2022. AVOD platforms offer SMEs a low-cost advertising channel to promote their products and services. Additionally, SMEs can reach a large audience while avoiding the high expenses associated with traditional advertising techniques by utilizing the advertising-based video on demand platform. They may increase brand recognition by developing commercials that resonate with their target audience. Additionally, SMEs serve certain regional or specialty markets. They can utilize AVOD platforms to target local or niche audiences.
Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. In 2022, the North America region led the market by generating the highest revenue share. Several prominent AVOD platforms with a significant presence in the North America region are responsible for the growth. Various free, ad-supported material is available to viewers on platforms including YouTube, Hulu, Tubi, Facebook, and Roku Channel, which have established themselves as significant players.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Brightcove, Inc., Facebook (Meta Platforms, Inc.), IBM Corporation, Kaltura, Inc., Vidyard, Vimeo.com, Inc., Google LLC (YouTube), Dacast, Dailymotion (VIVENDI), and Muvi
Recent Strategies Deployed in Advertising-based Video on Demand Market
Partnerships, Collaborations, and Agreements:
Jul-2023: Brightcove, Inc., came into partnership with PubMatic, an independent technology company delivering digital advertising's supply chain of the future. PubMatic's programmatic ads and Brightcove's video platform partnered to boost demand for Brightcove Ad Monetization, which aimed to improve content monetization for media firms.
Jun-2023: IBM Corporation and Adobe, changing the world through digital experiences, expanded their partnership, utilizing advanced AI like Adobe Sensei GenAI and Adobe Firefly. Both companies leveraged AI-accelerated content supply chains and IBM Consulting to aid clients in enhancing content supply chains, fostering collaboration, creativity, speed, and project visibility.
Jun-2023: Dailymotion Advertising collaborated with Amazon's DSP, an American multinational technology company focusing on e-commerce, cloud computing, etc. This integration facilitated advertisers in targeting of specific and exclusive audiences via Dailymotion Advertising's instream video inventories within Amazon's DSP framework. Through this collaboration, advertisers gained access to their video audiences, which encompassed most of internet users in France and over 400 million monthly unique users globally.
May-2023: Google, Inc. expanded their partnership with SAP SE, develops enterprise software to manage business operations and customer relations, to introduce a comprehensive open data solution. The solution will help customers to build a complete data cloud that conduct data from their enterprise landscape via SAP Datasphere and Google's data cloud. Additionally, the solution will allow businesses to monitor their real-time data holdings, maximizing the value of Google Cloud and SAP software investments.
Jan-2023: Brightcove came into partnership with Magnite, a US-based online-advertising supply-side platform provider. The partnership involves Maginte providing advertising services to any Brightcove client. Additionally, the partnership is a major step for Brightcove towards providing their customers with supreme, world-class solutions.
Sep-2022: Dailymotion collaborated with CNBC Arabia, the UAE-based free-to-air TV channel, as part of its expansion strategy in the MENA region. CNBC Arabia integrated the Dailymotion Player solution across their properties to enhance their video content approach. The partnership was anticipated to enrich CNBC Arabia's video strategy and deliver an exceptional viewing experience to their audience.
Jul-2022: Dailymotion extended its partnership with TripleLift, the ad tech firm revolutionizing ad placement, aimed at enhancing their respective services. The collaboration involved a specially designed Open Real Time Bidding (oRTB) integration for Dailymotion, enabling the monetization of in-stream inventory and the progression of unique, customized native ad units.
Feb-2022: Dailymotion announced an agreement with Stringr, the award-winning video sourcing, production, and management platform for journalism, entertainment, and corporate content. Under the agreement, Stringr will enable the distribution of its news segments through Dailymotion, bringing impactful news stories of the day to millions of global viewers. Additionally, Dailymotion has expanded their network of top-notch news publishers, providing audiences with an even broader array of up-to-the-minute news content.
Dec-2021: Kaltura, Inc. extended its collaboration with Verbit, a prominent transcription and captioning company. Verbit's capabilities, including adaptive automatic speech recognition, were integrated into Kaltura's offerings. This partnership elevated Kaltura's video and audio experiences for their customers in the education and corporate sectors by providing improved captions and searchable video features.
Jul-2021: Brightcove partnered with Wibbitz, a US-based developer of automated video creation tools. The combination provides organizations with easy, simple, and efficient ways to design short-form videos of professional quality.
Jul-2021: Vimeo.com, Inc. collaborated with TikTok, a prominent platform for short-form mobile videos, that merged Vimeo's robust video capabilities with the TikTok platform. The partnership enabled SMBs to leverage Vimeo's extensive video toolkit in conjunction with TikTok's extensive audience reach. Additionally, the collaboration led to the creation of exclusive custom video templates within Vimeo Create, specially optimized for the TikTok platform.
Mar-2021: Vimeo Collaborated with Tessitura, a top-tier CRM system catering to cultural, educational, and performing arts institutions. This partnership provided direct access to Vimeo's comprehensive over-the-top (OTT) video features via the Tessitura platform. The integration of Vimeo's OTT platform with Tessitura's payment pathway marked a significant advancement, enriching the digital experience offered to audiences worldwide.
Mar-2021: Google cloud, a subsidiary of Google, Inc. came into partnership with Nokia, a technology leader across mobile, fixed and cloud networks, to develop new, cloud-based 5G radio solutions. Both companies partnered to merge Nokia's RAN technologies (Radio Access Network, Open RAN, Cloud RAN) with Google's edge computing platform, creating solutions for essential global 5G business scenarios.
Product Launches and Product Expansions:
Aug-2023: IBM Corporation unveiled the inaugural ad campaign for Watsonx, their AI platform. The campaign aimed to clarify AI's potential and position Watson as a transformative force for business leaders seeking innovative AI solutions. Through this campaign, IBM strengthened the message of AI's transformative impact on business, amplifying productivity, and aiding customers in enhancing their results.
Jul-2023: Kaltura, Inc. unveiled upgrades to its Cloud TV and Streaming Platform, customized to cater to TV operators and media clients. These improvements, aimed to enhance the user experience and enable revenue growth through supplementary product features. The latest additions to Kaltura Cloud TV and Streaming Platform were accessible across various devices, including STBs, Android and Apple TV, smart TVs, as well as mobile and web platforms.
Jul-2023: Vidyard introduced a significant update that prominently featured AI in its innovation and value-creation approach. Spearheaded by the AI Script Generator, this update aimed to enable additional sales professionals and go-to-market teams to adopt video as an established method to distinguish themselves with potential clients, generate new revenue avenues, and offer remarkable purchasing experiences.
May-2023: IBM Corporation rebranded its long-standing AI system, Watson, with the launch of the Watsonx platform. This included Watsonx.ai, Watsonx.data, and Watsonx.governance, with a model library hosting trained foundation models like Fm.code, Fm.NLP, and Fm.geospatial, set to be generally available in July.
May-2023: Google, Inc. revealed its plans to integrate generative AI capabilities into its products, such as Search and Gmail. Additionally, Google intended to utilize PaLM 2-powered tools for advertisers to create media and suggest YouTube video ideas. For creators, the tech experimented by offering five topic-based video ideas.
Mar-2023: Brightcove, Inc. introduced Brightcove Ad Monetization, a tailored service for enhancing content monetization among media firms. Brightcove Ad Monetization reinforced the offering top-notch products and services to empower company's media clients, ensuring their video content is enhanced and advertising strategies are optimized. Additionally, the company established a global advertising operations team to assist media organizations in optimizing their advertising strategies and revenue generation.
Acquisition and Mergers:
Dec-2022: IBM Corporation announced its acquisition of Octo, a U.S.-centered provider of IT modernization and digital transformation services to the federal government. This acquisition positioned IBM as a major digital transformation partner for the government. The amalgamation of Octo's proficient team and IBM's consulting prowess facilitated quicker federal client transformation and enhanced citizen service.
Jan-2022: IBM Corporation announced the acquisition of Envizi, a prominent provider of data and analytics software for environmental performance management. This moves expanded IBM's commitment to AI-driven software, including solutions like IBM Maximo asset management, IBM Sterling supply chain, and IBM Environmental Intelligence Suite. This acquisition aimed to support organizations in establishing resilient and sustainable operations and supply chains.
Dec-2021: Vimeo.com, Inc. completed the acquisition of WIREWAX, a frontrunner in interactive and shoppable video, and Wibbitz, a distinguished enterprise video creation suite. These acquisitions infused Vimeo's comprehensive video solution with proprietary technology and products, bolstering its standing as the go-to professional video software for businesses. The collaboration aimed to accelerate innovation and empower companies to harness the potential of top-notch video content.
Market Segments covered in the Report:
By Device
By Vertical
By Advertisement Position
By Enterprise Size
By Geography
Companies Profiled
Unique Offerings from KBV Research