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市场调查报告书
商品编码
1914634
IPTV市场-全球产业规模、份额、趋势、机会及预测(按组件、设备类型、产品/服务、传输方式、终端用户产业、地区及竞争格局划分),2021-2031年IPTV Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Component, By Device Type, By Offering, By Transmission Method, By End User Industry, By Region & Competition, 2021-2031F |
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全球 IPTV 市场预计将从 2025 年的 829.2 亿美元大幅成长至 2031 年的 2,000.5 亿美元,复合年增长率为 15.81%。
网路通讯协定电视 (IPTV) 是指透过网路通讯协定,利用宽频网路连线等分封交换网路传输电视节目,而非传统的地面电波、卫星或有线电视方式。该技术支援媒体的连续串流传输,使用户能够在受管理的网路中存取直播节目、随选视讯和互动多媒体功能,从而确保服务品质。 IPTV 利用双向讯号,与以往的电视格式相比,赋予观众更大的内容控制权和互动性。
| 市场概览 | |
|---|---|
| 预测期 | 2027-2031 |
| 市场规模:2025年 | 829.2亿美元 |
| 市场规模:2031年 | 2005亿美元 |
| 复合年增长率:2026-2031年 | 15.81% |
| 成长最快的细分市场 | 智慧电视 |
| 最大的市场 | 北美洲 |
推动全球这项产业发展的关键因素是高速宽频基础设施的快速普及,这使得高清影像的可靠传输成为可能。根据 Connect Europe 预测,到 2024 年,欧洲光纤到府 (FTTH) 网路覆盖率预计将达到 70.5%,为高容量数位服务奠定坚实基础。此外,消费者对灵活的、延迟收视的节目形式的偏好日益增长,也推动了市场的发展,因为观众越来越倾向于摆脱固定的线性播出模式。儘管如此,该行业仍面临着与内容盗版和未经授权的串流媒体播放相关的严峻挑战,这些挑战威胁着合法的收入来源,并给营运商在执行版权保护方面带来了复杂的问题。
智慧电视和连网串流媒体设备的普及是推动市场扩张的关键因素,它们简化了用户获取基于IP的娱乐内容的途径。与依赖专用机上盒的传统系统不同,现代显示设备通常直接整合IPTV应用程序,降低了准入门槛,并支援无缝观看OTT(Over-the-Top)和託管IP串流媒体。这种硬体的革新正在从根本上改变观众的行为,消费者越来越依赖连网萤幕作为其主要的娱乐来源。例如,英国通讯监管机构Ofcom于2024年7月发布的《媒体国家2024》报告指出,到2023年,英国家庭34%的YouTube观看量将透过智慧电视实现,这凸显了这些设备在向客厅传输IP串流影片方面发挥的关键作用。
同时,5G和下一代网路技术的进步正在革新内容传输方式,实现高清行动广播并降低直播延迟。这些基础设施的改进使服务供应商能够扩展IPTV生态系统,摆脱对固网的依赖,并在不影响服务品质的前提下,支援行动装置上的4K超高清等资料密集型应用。这些能力的提升已在流量趋势中清晰体现。根据爱立信2024年6月发布的《行动报告》,到2023年底,影片流量将占全球行动数据总流量的73%。中国移动报告显示,2024年上半年行动高清服务用户数达到2.08亿,这便是强大数位基础设施带来的普及规模的一个例证。
盗版内容和未经授权的串流媒体服务的氾滥,对全球IPTV市场的财务稳定和成长构成了重大障碍。这种非法活动不仅侵蚀了合法营运商的潜在订阅收入,也大幅降低了取得加值内容版权和维护复杂网路基础设施所需的投资回报。由于消费者可以透过非法管道以低成本甚至免费观看高清节目和体育赛事直播,持牌业者被迫在不公平的竞争环境中苦苦挣扎,这使得吸引和留住客户变得越来越困难。
近期行业统计数据显示,在主要成长地区,数位盗窃现像日益猖獗,凸显了这项挑战的严峻性。亚太地区影像产业协会预测,到2024年,亚太地区的内容盗版率将达到59%,这一趋势主要源自于透过社群媒体和通讯应用程式进行的未经授权的共用。这种巨大的收入损失不仅削弱了服务供应商提升服务品质的能力,也阻碍了内容拥有者在知识产权保护薄弱的地区将其高价值资产授权给IPTV平台,最终拖慢了整个市场的发展。
人工智慧和机器学习的融合,正从根本上改变服务供应商与用户互动的方式,并帮助他们实现内容变现。透过以即时分析用户观看模式的预测演算法取代静态建议引擎,营运商可以精心打造高度个人化的内容推送,有效降低因用户决策疲劳而导致的解约率。除了使用者介面之外,这些智慧系统也被应用于网路运营,实现故障检测、频宽分配的自动化,并确保即使在流量高峰期也能提供一致的使用者体验品质 (QoE)。 NVIDIA 于 2025 年 2 月发布的《电信业人工智慧现况报告》印证了这些创新所带来的经济影响。报告指出,84% 的全球通讯业者表示,人工智慧的应用透过提升服务交付和营运效率,带来了年度收入的成长。
同时,广告支援型和FAST(免费广告支援型串流电视)频道获利模式的兴起,标誌着产业经济格局的重大转变,其驱动力是订阅疲劳限制了付费细分市场的成长。营运商正积极在其电子节目指南中添加免费的线性频道,以吸引价格敏感型观众,并透过程式化广告实现其节目库的盈利。这种混合策略使平台能够实现收入来源多元化,同时为观众提供类似于传统广播的「轻鬆观看体验」。这项转变的规模十分显着:Amagi于2025年1月发布的第14份全球FAST报告预测,到2024年,全球免费广告支援型串流电视频道的观看时长将激增95%,凸显了消费者向免费娱乐方式的显着转变。
The Global IPTV Market is projected to expand significantly, rising from a valuation of USD 82.92 Billion in 2025 to USD 200.05 Billion by 2031, reflecting a CAGR of 15.81%. Internet Protocol Television operates by delivering television programming via Internet Protocol across packet-switched networks, such as broadband internet connections, rather than traditional terrestrial, satellite, or cable methods. This technology supports the continuous streaming of media, granting users access to live broadcasts, Video on Demand, and interactive multimedia features within a managed network designed to guarantee quality of service. By utilizing a two-way signal, IPTV distinguishes itself from legacy formats, offering viewers enhanced control and interactivity regarding the content they consume.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 82.92 Billion |
| Market Size 2031 | USD 200.05 Billion |
| CAGR 2026-2031 | 15.81% |
| Fastest Growing Segment | Smart TVs |
| Largest Market | North America |
A major catalyst driving this global industry is the rapid proliferation of high-speed broadband infrastructure, which ensures the reliable transmission of high-definition video. According to Connect Europe, the coverage of Fiber-to-the-Home networks in Europe reached 70.5 percent in 2024, establishing a strong foundation for bandwidth-heavy digital services. Furthermore, the market is being propelled by a growing consumer preference for flexible, time-shifted viewing, as audiences increasingly abandon rigid linear schedules. Despite this growth, the sector confronts substantial hurdles related to content piracy and unauthorized streams, which threaten legitimate revenue streams and create complexities for operators enforcing copyright protections.
Market Driver
The widespread adoption of Smart TVs and connected streaming devices acts as a pivotal driver for market expansion by streamlining user access to IP-based entertainment. Unlike traditional systems that depend on proprietary set-top boxes, contemporary display hardware frequently integrates IPTV applications directly, thereby reducing entry barriers and enabling smooth consumption of both over-the-top and managed IP streams. This evolution in hardware is fundamentally altering viewer behavior, with consumers increasingly utilizing internet-connected screens as their primary source of entertainment. To illustrate this shift, Ofcom's 'Media Nations 2024' report from July 2024 noted that Smart TVs comprised 34 percent of all YouTube viewing within UK households in 2023, highlighting the device's essential role in bringing IP-delivered video into the living room.
Simultaneously, advancements in 5G and next-generation network technologies are transforming delivery methods by facilitating high-definition mobile broadcasting and lowering latency for live streaming. These infrastructure upgrades permit service providers to expand IPTV ecosystems beyond fixed-line limitations, supporting data-intensive uses like 4K Ultra-HD on portable devices without compromising service quality. The effect of these capabilities is clearly reflected in traffic trends; the 'Ericsson Mobility Report' from June 2024 indicated that video traffic constituted 73 percent of total global mobile data traffic by the end of 2023. Underscoring the scale of adoption enabled by such powerful digital infrastructure, China Mobile reported in 2024 that its Mobile HD customer base grew to 208 million during the first half of the year.
Market Challenge
Content piracy and the proliferation of unauthorized distribution streams constitute a significant obstacle to the financial stability and growth of the Global IPTV Market. This illicit activity drains potential subscription income from legitimate operators, severely diminishing the return on investment necessary for securing premium content rights and sustaining complex network infrastructure. Because consumers can access high-definition broadcasts and live sports via illegal channels at little to no cost, licensed providers must compete on an uneven playing field, rendering customer acquisition and retention increasingly challenging.
The magnitude of this challenge is corroborated by recent industry statistics regarding the rise of digital theft in major growth areas. According to the Asia Video Industry Association, the incidence of content piracy within the Asia Pacific region climbed to 59 percent in 2024, a trend largely fueled by unauthorized sharing across social media and messaging applications. This substantial revenue leakage not only impairs the capacity of service providers to improve service quality but also deters content owners from licensing high-value assets to IPTV platforms in regions with insufficient intellectual property enforcement, ultimately slowing the market's overall development.
Market Trends
The incorporation of AI and Machine Learning for hyper-personalization is radically changing how service providers engage subscribers and maximize content monetization. By replacing static recommendation engines with predictive algorithms that analyze viewing patterns in real-time, operators can curate highly specific content feeds, effectively minimizing churn rates linked to decision fatigue. Beyond user interfaces, these intelligent systems are being utilized in network operations to automate fault detection and allocate bandwidth, guaranteeing a consistent quality of experience during high-traffic periods. Confirming the financial benefits of these innovations, NVIDIA's 'State of AI in Telecommunications' report from February 2025 revealed that 84 percent of global telecom providers attributed annual revenue increases to AI adoption through improved service delivery and operational efficiencies.
At the same time, the emergence of Ad-Supported and FAST (Free Ad-Supported Streaming TV) channel monetization models marks a crucial shift in the industry's economic framework, driven by subscription fatigue limiting premium tier growth. Operators are actively adding free, linear-style channels to their electronic program guides to attract price-sensitive audiences and monetize library assets through programmatic advertising. This hybrid strategy enables platforms to diversify their income sources while providing viewers with a "lean-back" experience similar to traditional broadcasting. The magnitude of this transition is significant; according to the '14th Amagi Global FAST Report' by Amagi in January 2025, global viewing hours for free ad-supported streaming TV channels surged by 95 percent in 2024, highlighting the vast consumer movement toward cost-free entertainment alternatives.
Report Scope
In this report, the Global IPTV Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global IPTV Market.
Global IPTV Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: