查看购物车
  • Traditional Chinese
  • English
  • Japanese
封面
市场调查报告书
商品编码
1850180

云端电视 - 市场占有率分析、产业趋势、统计数据、成长预测（2025-2030 年）

Cloud TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

价格

※ 本网页内容可能与最新版本有所差异。详细情况请与我们联繫。

简介目录

预计 2025 年云端电视市场价值将达到 32 亿美元，到 2030 年将成长至 74.7 亿美元，2025 年至 2030 年的复合年增长率为 18.8%。

云端电视 - 市场-IMG1

可扩展视讯工作流程需求的激增、5G 的快速部署以及通讯业者融合策略正在推动应用的普及。虽然公共云端部署仍占主导地位，但随着媒体公司在弹性和广播级效能之间取得平衡，混合架构正日益受到青睐。监管碎片化、半导体供应限制以及 iOS 采购成本的上升仍然是成长的阻力。平台营运商、设备製造商和通讯业者之间日益激烈的竞争迫使供应商透过人工智慧主导的发现、情境广告和整合式云端游戏服务来实现差异化。亚太地区快速的网路部署和智慧型手机的大规模普及，使参与企业获得了不对称的优势。

全球云端电视 - 市场趋势与洞察

持续光纤家庭部署，实现稳定的 OTT 传输

在大多数已开发市场，FTTH 的普及率超过 50%，为云端电视市场提供了无缓衝 4K 和 8K 串流媒体所需的频宽可靠性。像 AT&T 这样的通讯业者正在投资 150 亿美元，到 2025 年为 3,000 万户家庭铺设光纤，以减少对昂贵边缘快取的依赖，并促进优质的体育赛事直播。营运商将透过捆绑无限流量套餐（取消位元率上限）并利用确定性 QoS 来支援互动功能，进一步实现光纤收益。

5G固定无线存取在北美和欧洲农村地区快速扩张

5G FWA 提供 100-200Mbps 的下行速度和低于 10ms 的延迟，将先前服务不足的农村地区转变为可行的云端电视市场。包括 T-Mobile 和 Verizon 在内的通讯业者计划在 2025 年签约 400 万至 500 万 FWA用户，加速服务普及，而无需花费数年时间进行铺设。宽频+电视捆绑套餐以及针对房车车主的可携式云端电视用例正在进一步推动农村地区的需求。

新兴非洲和加勒比地区的 CDN 分布分散

非洲大部分地区的平均国内延迟达到78毫秒，而北美则不到45毫秒，这限制了1080p串流媒体的稳定传输。该地区约50%的网路流量透过海外上游供应商传输，2024年西非的一次海底电缆中断导致13个国家陷入瘫痪。由于缺乏本地接入点（PoP），云端电视服务供应商被迫降低位元率，从而影响了体验品质和广告收益。

細項分析

到 2024 年，公共云端将占营收的 52%，而随着广播公司追求具有可预测 QoS 的灵活突发容量，混合配置预计到 2030 年将以 21.3% 的复合年增长率成长。这种组合允许版权所有者将优质体育檔案储存在私人丛集上，同时依靠超大规模伺服器来处理实况活动。随着内容拥有者根据成本曲线调整其工作负载并放弃老化的内部编码器，混合部署的云端电视市场规模预计将加速成长。公共媒体等受监管行业已经将其 45% 的工作流程迁移到混合节点以本地化用户资料。无论用例如何，逐步迁移都可以避免遗留系统退役的风险，即使在旺季也能支援不间断的观众覆盖范围。

混合采用还能解决跨境版权管理问题。营运商在靠近侨民的公共区域部署来源缓存，同时在私人域运行浮水印和DRM逻辑。供应商则使用基于Kubernetes的转码器，弹性扩展两者的覆盖范围。因此，收费从资本支出转向精细化使用，使中端网路无需购买新的ASIC即可测试4K交付。 2030年，云端电视投资决策架构可能会优先考虑能源效率、碳排放揭露和主权云端授权，以及位元率经济性。

到2024年，联网电视(CTV) 将占总收入的40%，其中智慧型手机将成为成长最快的终端，预计复合年增长率将达到23.5%。 Open RAN 5G 和价格实惠的 OLED 面板正在缩小体验差距，6.7 吋萤幕上的 4K HDR 画质堪比客厅电视。竖屏短剧集占据了 Z 世代的观看列表，迫使发行商同时为垂直屏幕和横屏画面製作故事板。到2027年，预计行动云端电视的市占率将在东南亚多个国家超越连网电视。

广告主利用家庭图谱技术，在同一天晚上在行动装置上投放 15 秒的预告片，在连网电视上投放 30 秒的深度广告，并在平板电脑上投放可购物的迭加广告。云端编码器供应商嵌入了 SSAI 标记，这些标记可作为动态QR码提示，并根据当前萤幕大小进行自适应。这种融合重新定义了主萤幕的提案，而致胜之道在于提供顺畅的切换体验，而非特定于装置的使用者体验。

云端电视市场报告按部署方式（公共云端、私有云端、混合云端）、设备类型（机上盒、行动电话、联网电视）、应用领域（电信、娱乐和媒体、其他）、组织规模（中小型企业、大型企业）和地区进行细分。市场预测以美元计算。

区域分析

北美占2024年总收入的43%，这得益于成熟的宽频普及率、较高的SVOD迭加以及早期采用的情境广告技术。该地区的CDN节点提供亚秒Start-Ups时间，推动了4K和杜比视界层级的付费意愿。然而，iOS CPI的不断上涨威胁着小型工作室的盈利，促使支出转向Android和网路管道。零售媒体网路的兴起，例如沃尔玛整合VIZIO的SmartCast作业系统，显示拥有丰富资料资源的零售商能够绕过传统广播公司，将不断成长的联网电视库存直接销售给品牌。

亚太地区是成长最快的地区，复合年增长率高达21%，这得益于5G的大规模普及、价格实惠的安卓电视以及区域语言的整合。印度的Cloud TV-3.0计画新增了10种方言的语音助手，让先前只能收看有线电视的观众得以解放。中国OEM厂商正在预先安装自家的电视作业系统，并将其作为商业网关，让设备品牌获得更高的广告收入份额。韩国透过5G SA试办8K直播2024年亚运会，为身临其境型广播树立了标竿。这些因素正在加速观众从地面电波电视向IP发送服务的迁移。

欧洲机会与限制并存。高可支配收入支持优质套餐的普及。在斯堪地那维亚市场，光纤家庭平均拥有两款付费电视应用程式和一张云端游戏通行证。德国的网路切片试验已证明，专用频宽可以保证 AAA 云端游戏 20 毫秒的往返时间，但特定国家的分红规定使泛欧盟部署变得复杂。同时，瑞士电信收购沃达丰义大利等跨国併购交易标誌着将频宽、光纤骨干网路和串流版权整合到更少的保护伞下的倡议，可能实现更广泛的覆盖协同效应。欧洲的净零承诺可能会鼓励广播公司将播出转移到更环保的资料中心，并加速向混合云的迁移。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3个月的分析师支持

目录

第一章 引言

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章 市场状况

  • 市场概况
  • 市场驱动因素
    • 光纤家庭的持续推广实现了可靠的 OTT 传输
    • 5G固定无线存取在北美和欧洲农村地区快速扩张
    • 主要付费电视业者转向「云端优先」机上盒
    • 亚洲云端电视解决方案和联网电视晶片组的 OEM 捆绑产品
    • FAST Channel收益模式加速欧洲出版商的采用
    • 可降低中型企业 TCO 的多租户 SaaS 平台
  • 市场限制
    • 非洲和加勒比海新兴岛屿的 CDN 分布分散
    • 持续的盗版和凭证共用影响收益保障
    • UHD/HDR 内容的初始编码/转码成本高
    • 传统 CAS/DRM互通性差距阻碍小型 MSO 的迁移
  • 监理展望
  • 技术展望
  • 五力分析
    • 供应商的议价能力
    • 消费者议价能力
    • 新进入者的威胁
    • 竞争对手之间的竞争
    • 替代品的威胁

第五章市场规模及成长预测

  • 按部署
    • 公共云端
    • 私有云端
    • 混合云端
  • 依设备类型
    • 网路电视
    • 行动电话
    • 机上盒（STB）
  • 按用途
    • 娱乐和媒体
    • 通讯
    • 资讯科技
    • 消费电视
    • 其他用途
  • 按公司规模
    • 大公司
    • 小型企业
  • 按地区
    • 北美洲
      • 美国
      • 加拿大
    • 南美洲
      • 巴西
      • 阿根廷
      • 墨西哥
      • 其他拉丁美洲地区
    • 欧洲
      • 德国
      • 英国
      • 法国
      • 义大利
      • 西班牙
      • 其他欧洲地区
    • 亚太地区
      • 中国
      • 日本
      • 韩国
      • 印度
      • 澳洲
      • 纽西兰
      • 其他亚太地区
    • 中东和非洲
      • 阿拉伯聯合大公国
      • 沙乌地阿拉伯
      • 南非
      • 其他中东和非洲地区

第六章 竞争态势

  • Strategic Developments
  • Vendor Positioning Analysis
  • 公司简介
    • Brightcove Inc.
    • Kaltura Inc.
    • Ooyala Inc.
    • Amino Technologies PLC
    • DaCast LLC
    • MatrixStream Technologies Inc.
    • PCCW Ltd.
    • Liberty Global PLC
    • Charter Communications（Spectrum）
    • Roku Inc.
    • Comcast Technology Solutions
    • Amazon Web Services
    • Google（YouTube TV）
    • Apple Inc.（tvOS Services）
    • Netflix Inc.
    • MUVI LLC
    • UpLynk LLC
    • Minoto Video Inc.
    • Monetize Media Inc.
    • Fordela Corp.
    • Wowza Media Systems
    • Edgecast（Edgio）
    • Tencent Cloud
    • Huawei Cloud
    • Akamai Technologies

第七章 市场机会与未来展望

简介目录
Product Code: 55985

The Cloud TV market size is estimated at USD 3.20 billion in 2025 and is forecast to expand to USD 7.47 billion by 2030, reflecting an 18.8% CAGR for 2025-2030.

Cloud TV - Market - IMG1

Surging demand for scalable video workflows, rapid 5G deployment, and telco convergence strategies are propelling adoption. Public cloud deployments still dominate, but hybrid architectures are gaining favour as media companies balance elasticity with broadcast-grade performance. Regulatory fragmentation, semiconductor supply constraints, and rising iOS acquisition costs remain growth headwinds. Intensifying competition between platform operators, device OEMs, and telcos is pushing vendors to differentiate through AI-driven discovery, contextual advertising, and integrated cloud gaming services. Early movers in Asia-Pacific are capturing asymmetric advantages thanks to faster network roll-outs and mass smartphone uptake.

Global Cloud TV Market Trends and Insights

Continued Fiber-to-Home Roll-outs Enabling Stable OTT Delivery

FTTH penetration has surpassed 50% in most developed markets, creating the bandwidth reliability the Cloud TV market needs for unbuffered 4K and 8K streams. Carriers such as AT&T are allocating USD 15 billion through 2025 to extend fiber to 30 million premises, which lowers reliance on costly edge caches and fosters premium live sports streaming. Operators further monetize fiber by bundling unlimited data tiers that remove bitrate ceilings and by leveraging deterministic QoS to support interactive features.

Rapid Expansion of 5G Fixed Wireless Access in Rural North America and Europe

5G FWA provides 100-200 Mbps downlinks at sub-10 millisecond latencies, turning previously underserved rural zones into viable Cloud TV market addresses. Operators, including T-Mobile and Verizon, aim to sign 4-5 million FWA subscribers by 2025, accelerating service reach without multi-year trenching costs. Bundled broadband-plus-TV plans and portable cloud-TV use cases for RV owners further inflate rural demand.

Fragmented CDN Footprint in Emerging Africa and Caribbean Islands

Average in-country latency hits 78 milliseconds across much of Africa versus sub-45 milliseconds in North America, limiting consistent 1080p streaming. Roughly 50% of the region's internet traffic transits foreign upstream providers; outages on West African submarine cables in 2024 crippled 13 nations, highlighting fragility. Without local PoPs, Cloud TV service providers must downshift bitrates, impairing the quality of experience and ad yields.

Other drivers and restraints analyzed in the detailed report include:

  1. Tier-1 Pay-TV Operators' Shift to Cloud-First STB Replacement
  2. OEM Bundling of Cloud-TV Solutions with Connected-TV Chipsets in Asia
  3. Persistent Piracy and Credential-Sharing Impacting Revenue Assurance

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Public cloud held 52% of revenue in 2024, yet hybrid configurations are set to grow at a 21.3% CAGR to 2030 as broadcasters pursue flexible burst capacity alongside predictable QoS. This mix lets rights-holders keep premium sports archives in private clusters while relying on hyperscalers for live-event traffic. The Cloud TV market size for hybrid deployments is projected to accelerate as content owners map workloads to cost curves and exit ageing on-prem encoders. Regulatory-sensitive verticals such as public-sector media have already moved 45% of workflows to hybrid nodes to localise user data. Across use-cases, phased migrations de-risk legacy decommissioning, supporting uninterrupted audience reach during peak seasons.

Hybrid adoption also solves cross-border rights management: operators deploy origin caches in public regions close to diaspora populations while watermarking and DRM logic run in private domains. Vendors have responded with Kubernetes-based transcoders that elastically scale across both footprints. As a result, billing shifts from capex to granular usage, letting mid-tier networks test 4K distribution without buying new ASICs. By 2030, decision frameworks for cloud TV investment will weigh energy efficiency, carbon disclosure, and sovereign-cloud mandates as heavily as bitrate economics.

Connected TVs (CTV) delivered 40% of 2024 revenue, yet smartphones are the fastest-growing end-point with a 23.5% CAGR forecast. Open-RAN 5G plus cheaper OLED panels have blurred the experiential gap so that 4K HDR on a 6.7-inch screen rivals lounge-room sets. Short-form series cut for vertical orientation dominate Gen-Z watchlists, forcing publishers to storyboard concurrently for tall and wide frames. The Cloud TV market share of mobile usage is expected to overtake CTVs in several Southeast Asian countries by 2027, powered by lower data tariffs and instalment-plan handset upgrades.

Multi-device sync is now table-stakes: advertisers use household graph technology to sequence a 15-second teaser on mobile, a 30-second deep-dive on CTV, and a shoppable overlay on tablet within the same evening. Cloud encoder vendors embed SSAI markers that cue dynamic QR codes aligned with active screen size. Such convergence recasts the notion of a primary screen; the winning proposition will offer frictionless hand-off rather than device-specific UX.

Cloud TV Market Report is Segment by Deployment (Public Cloud, Private Cloud, Hybrid Cloud), Device Type (STB, Mobile Phones, Connected TV), Applications (Telecom, Entertainment and Media, and More), Organization Size (Small and Medium Enterprises, Large Enterprises), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Geography Analysis

North America held 43% of 2024 revenue owing to mature broadband penetration, high SVOD stacking, and early adoption of contextual ad tech. Regional CDN nodes deliver sub-second start-up times, reinforcing willingness to pay for 4K and Dolby Vision tiers. Yet elevated iOS CPI threatens smaller studios' profitability, nudging spend toward Android and web channels. The emergence of retail media networks, exemplified by Walmart's integration of VIZIO's SmartCast OS, demonstrates how data-rich retailers can bypass traditional broadcasters and sell incremental connected-TV inventory directly to brands .

Asia-Pacific is the fastest-growing region at a 21% CAGR, propelled by mass 5G roll-out, affordable Android TVs, and regional language curation. India's Cloud TV 3.0 initiative adds voice assistants in 10 dialects, unlocking audiences previously tied to cable. Chinese OEMs preload proprietary TV operating systems that double as commerce gateways, giving device brands a bigger revenue share from advertising. South Korea piloted 8K livestreams of the 2024 Asian Games over 5G SA, setting a benchmark for immersive broadcasting. Collectively, these factors speed viewer migration from terrestrial TV to IP-delivered services.

Europe presents a patchwork of opportunities and constraints. High disposable income supports premium bundle uptake, as seen in Scandinavian markets where fibre households average two paid TV apps plus one cloud gaming pass. Network-slicing pilots in Germany prove that dedicated bandwidth can guarantee 20 ms round-trip for AAA cloud titles, yet country-specific loot-box rules complicate pan-EU launches. At the same time, cross-border M&A such as Swisscom's acquisition of Vodafone Italia signals a drive to consolidate spectrum, fibre backbones, and streaming rights under fewer umbrellas, promising broader footprint synergies swisscom.com. Europe's net-zero commitments are prompting broadcasters to move playout into greener data centres, potentially accelerating hybrid-cloud migrations.

  1. Brightcove Inc.
  2. Kaltura Inc.
  3. Ooyala Inc.
  4. Amino Technologies PLC
  5. DaCast LLC
  6. MatrixStream Technologies Inc.
  7. PCCW Ltd.
  8. Liberty Global PLC
  9. Charter Communications (Spectrum)
  10. Roku Inc.
  11. Comcast Technology Solutions
  12. Amazon Web Services
  13. Google (YouTube TV)
  14. Apple Inc. (tvOS Services)
  15. Netflix Inc.
  16. MUVI LLC
  17. UpLynk LLC
  18. Minoto Video Inc.
  19. Monetize Media Inc.
  20. Fordela Corp.
  21. Wowza Media Systems
  22. Edgecast (Edgio)
  23. Tencent Cloud
  24. Huawei Cloud
  25. Akamai Technologies

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Continued Fiber-to-Home Roll-outs Enabling Stable OTT Delivery
    • 4.2.2 Rapid Expansion of 5G Fixed Wireless Access in Rural North America and Europe
    • 4.2.3 Tier-1 Pay-TV Operators' Shift to "Cloud-first" STB Replacement
    • 4.2.4 OEM Bundling of Cloud-TV Solutions with Connected-TV Chipsets in Asia
    • 4.2.5 FAST Channel Monetisation Models Accelerating Publisher Adoption in Europe
    • 4.2.6 Multi-tenant SaaS Platforms Reducing TCO for Mid-tier Operators
  • 4.3 Market Restraints
    • 4.3.1 Fragmented CDN Footprint in Emerging Africa and Caribbean Islands
    • 4.3.2 Persistent Piracy and Credential-Sharing Impacting Revenue Assurance
    • 4.3.3 High Initial Encoding/Transcoding Costs for UHD/HDR Content
    • 4.3.4 Legacy CAS/DRM Interoperability Gaps Slowing Migration for Small MSOs
  • 4.4 Regulatory Outlook
  • 4.5 Technological Outlook
  • 4.6 Porters Five Forces
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Consumers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Intensity of Competitive Rivalry
    • 4.6.5 Threat of Substitute Products

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Deployment
    • 5.1.1 Public Cloud
    • 5.1.2 Private Cloud
    • 5.1.3 Hybrid Cloud
  • 5.2 By Device Type
    • 5.2.1 Connected TV
    • 5.2.2 Mobile Phones
    • 5.2.3 Set-Top Box (STB)
  • 5.3 By Application
    • 5.3.1 Entertainment and Media
    • 5.3.2 Telecom
    • 5.3.3 Information Technology
    • 5.3.4 Consumer Television
    • 5.3.5 Other Applications
  • 5.4 By Organisation Size
    • 5.4.1 Large Enterprise
    • 5.4.2 Small and Medium Enterprise
  • 5.5 By Geography
    • 5.5.1 North America
      • 5.5.1.1 United States
      • 5.5.1.2 Canada
    • 5.5.2 South America
      • 5.5.2.1 Brazil
      • 5.5.2.2 Argentina
      • 5.5.2.3 Mexico
      • 5.5.2.4 Rest of Latin America
    • 5.5.3 Europe
      • 5.5.3.1 Germany
      • 5.5.3.2 United Kingdom
      • 5.5.3.3 France
      • 5.5.3.4 Italy
      • 5.5.3.5 Spain
      • 5.5.3.6 Rest of Europe
    • 5.5.4 Asia-Pacific
      • 5.5.4.1 China
      • 5.5.4.2 Japan
      • 5.5.4.3 South Korea
      • 5.5.4.4 India
      • 5.5.4.5 Australia
      • 5.5.4.6 New Zealand
      • 5.5.4.7 Rest of Asia-Pacific
    • 5.5.5 Middle East and Africa
      • 5.5.5.1 United Arab Emirates
      • 5.5.5.2 Saudi Arabia
      • 5.5.5.3 South Africa
      • 5.5.5.4 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Strategic Developments
  • 6.2 Vendor Positioning Analysis
  • 6.3 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Products and Services, and Recent Developments)
    • 6.3.1 Brightcove Inc.
    • 6.3.2 Kaltura Inc.
    • 6.3.3 Ooyala Inc.
    • 6.3.4 Amino Technologies PLC
    • 6.3.5 DaCast LLC
    • 6.3.6 MatrixStream Technologies Inc.
    • 6.3.7 PCCW Ltd.
    • 6.3.8 Liberty Global PLC
    • 6.3.9 Charter Communications (Spectrum)
    • 6.3.10 Roku Inc.
    • 6.3.11 Comcast Technology Solutions
    • 6.3.12 Amazon Web Services
    • 6.3.13 Google (YouTube TV)
    • 6.3.14 Apple Inc. (tvOS Services)
    • 6.3.15 Netflix Inc.
    • 6.3.16 MUVI LLC
    • 6.3.17 UpLynk LLC
    • 6.3.18 Minoto Video Inc.
    • 6.3.19 Monetize Media Inc.
    • 6.3.20 Fordela Corp.
    • 6.3.21 Wowza Media Systems
    • 6.3.22 Edgecast (Edgio)
    • 6.3.23 Tencent Cloud
    • 6.3.24 Huawei Cloud
    • 6.3.25 Akamai Technologies

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-Need Assessment