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市场调查报告书
商品编码
1967710
行动电视市场-全球产业规模、份额、趋势、机会、预测:依内容类型、应用程式、服务类型、地区和竞争格局划分,2021-2031年Mobile TV Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Content Type, By Application, By Service Type, By Region & Competition, 2021-2031F |
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全球行动电视市场预计将从 2025 年的 155.5 亿美元成长到 2031 年的 250.3 亿美元,年复合成长率为 8.26%。
行动电视是一种透过行动通讯网路或特定广播标准,向智慧型手机和平板电脑等无线设备传输电视节目和影片内容的技术。高速 5G 基础设施的广泛部署以及能够处理高清媒体的先进行动装置在全球范围内的日益普及,是推动这一市场成长的根本动力。这些技术基础使得用户能够无缝存取直播和随选节目,满足消费者随时随地享受娱乐的需求,并促进了观看习惯从传统方式转向行动平台的转变。
| 市场概览 | |
|---|---|
| 预测期 | 2027-2031 |
| 市场规模:2025年 | 155.5亿美元 |
| 市场规模:2031年 | 250.3亿美元 |
| 复合年增长率:2026-2031年 | 8.26% |
| 成长最快的细分市场 | 直播 |
| 最大的市场 | 北美洲 |
根据国际电信联盟(ITU)的预测,到2024年,全球行动宽频流量预计将达到1.3Zetta位元组),其中大部分流量来自影片串流应用。儘管行动宽频使用量如此之大,但人口稠密和发展中地区仍面临着许多挑战,例如由于网路频宽不足导致的频繁延迟和服务中断。这些基础设施限制会降低最终用户体验质量,并阻碍优质广播服务的可靠交付,而这些服务对于维持用户黏性至关重要。
高速5G网路基础设施的快速部署是全球行动电视市场的主要驱动力。这项技术直接解决了以往阻碍高画质直播内容可靠传输至行动装置的关键传统挑战,例如延迟和频宽不足。透过大幅提升资料吞吐量和网路容量,5G将带来流畅无缓衝的观看体验,媲美传统家庭电视,从而促进需要稳定连线的串流媒体用户的大规模采用。正如爱立信2024年6月发布的《行动报告》所述,2024年第一季全球5G用户新增1.6亿,总数达到17亿人。这为运行数据密集型行动电视服务建立了庞大的用户群体,并为其提供了必要的硬体支援。
同时,订阅式视讯点播(SVOD)的快速普及正在推动市场发展,消费者越来越倾向于灵活便捷的行动娱乐方式,而非传统的线性节目。为了因应这一转变,各大内容供应商和通讯业者正加速将优质串流媒体服务与行动资料方案捆绑销售,使智慧型手机成为主要的娱乐中心。根据Netflix于2024年4月发布的2024年第一季股东信,该平台的全球付费用户已达2.696亿,显示用户对数位串流平台的影片观看依赖程度日益加深。庞大的潜在客户群进一步支撑了这个趋势。 GSMA的一份报告指出,到2024年底,全球行动用户数量将达到56亿,这为行动电视应用提供了庞大的潜在用户群。
全球行动电视市场成长的主要障碍是网路频宽不足,尤其是在人口稠密的都市区和发展中地区。行动电视高度依赖持续的高速数据传输来提供高清影片内容。当基础设施限制导致网路无法维持必要的吞吐量时,最终用户将面临延迟、缓衝和影像劣化(像素化)等问题。这些技术服务中断会显着降低使用者体验质量,而使用者体验正是行动娱乐的核心以金额为准。因此,如果无法提供可靠的播放服务,用户将不愿订阅或继续付费订阅,这直接阻碍了产生收入和市场扩张。
由于现代无线设备消耗的资料量庞大,网路容量的负载日益增加。随着影片串流应用推动流量的快速增长,现有频宽资源难以在不影响速度的前提下应对如此巨大的负载。根据美国通讯工业协会(CTIA)预测,到2024年,美国年度无线数据流量将达到创纪录的132.5兆兆位元组,这一巨大成长主要源自于影片消费习惯的改变。这种前所未有的需求清晰地表明了全球网路面临的容量压力。如果没有足够的频宽来处理此类资料密集型任务,行动电视业者就无法保证流畅的服务交付,而这对于与传统媒体平台竞争至关重要。
随着混合型和免费广告支援型串流电视(FAST)获利模式的日益普及,全球行动电视市场的策略正在迅速重塑,因为消费者越来越倾向于寻找付费订阅之外的更具成本效益的替代方案。顺应此趋势,服务供应商纷纷推出针对行动介面最佳化的广告支援方案和免费线性频道,旨在吸引那些对价格敏感、更注重内容取得而非无广告观赏体验的用户。这种策略转变使平台能够实现收入来源多元化,同时降低因订阅疲劳导致的解约率。根据 Media Play News 2025 年 6 月发表的一篇报导《Tubi 5 月份月有效用户突破 1 亿》,广告支援型服务的月有效用户已超过 1 亿,这凸显了消费者对连网装置上免费优质点播娱乐内容的庞大需求。
同时,市场正经历着向垂直、短影片、行动优先内容的重大转变,从根本上改变了行动装置上影片的製作和消费方式。串流平台和广播公司正积极投资于适合智慧型手机竖屏的「易于观看」的视讯格式,摒弃传统的横屏长视频节目,以提升用户在较短观看时间内的参与度。这种格式充分利用了现代行动用户习惯性的滚动浏览行为,有效地将偶然观看转化为持续观看。根据雅虎新闻2025年6月发表的一篇报导《YouTube Shorts日均观看量达2000亿》的文章,该平台的短影片内容目前在全球范围内平均每天获得2000亿次观看,凸显了这种格式在当前行动娱乐领域的绝对主导地位。
The Global Mobile TV Market is projected to expand from USD 15.55 Billion in 2025 to USD 25.03 Billion by 2031, reflecting a Compound Annual Growth Rate of 8.26%. Mobile TV involves the transmission of television programming and video content to wireless devices, such as smartphones and tablets, via mobile telecommunications networks or specific broadcast standards. This market growth is fundamentally supported by the widespread implementation of high-speed 5G infrastructure and the increasing global availability of advanced mobile handsets capable of processing high-definition media. These technological foundations enable seamless access to live and on-demand content, satisfying growing consumer demand for entertainment regardless of location and driving a transition from traditional viewing habits toward mobile platforms.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 15.55 Billion |
| Market Size 2031 | USD 25.03 Billion |
| CAGR 2026-2031 | 8.26% |
| Fastest Growing Segment | Live Streamihg |
| Largest Market | North America |
According to the International Telecommunication Union, global mobile broadband traffic reached 1.3 zettabytes in 2024, a volume largely generated by video streaming applications. Despite this robust usage, the market faces a significant challenge due to inadequate network bandwidth in densely populated or developing regions, which frequently causes latency and service interruptions. Such infrastructure limitations degrade the end-user's quality of experience and can hinder the reliable delivery of premium broadcast services that are essential for maintaining subscriber engagement.
Market Driver
The rapid rollout of high-speed 5G network infrastructure serves as the primary catalyst propelling the Global Mobile TV Market. This technology directly resolves critical legacy issues such as latency and insufficient bandwidth, which previously hindered the reliable delivery of high-definition live broadcasts to handheld devices. By substantially increasing data throughput and network capacity, 5G enables a seamless, buffer-free viewing experience comparable to traditional home television, thereby encouraging mass adoption among consumers who need consistent connectivity for streaming. As noted in the June 2024 'Ericsson Mobility Report,' global 5G subscriptions rose by 160 million in the first quarter of 2024 to reach a total of 1.7 billion, establishing a vast foundation of users equipped with the necessary hardware to consume data-intensive mobile TV services.
Simultaneously, the market is being vigorously driven by a surge in Subscription Video on Demand (SVOD) adoption, as consumers increasingly prioritize flexible, on-the-go entertainment over linear programming. This shift has prompted major content providers and telecom operators to bundle premium streaming subscriptions with mobile data packages, effectively turning smartphones into primary entertainment hubs. According to Netflix's 'First Quarter 2024 Letter to Shareholders' from April 2024, the platform attained 269.6 million paid memberships globally, reflecting a growing reliance on digital streaming platforms for video consumption. This trend is further supported by the immense scale of the addressable audience; GSMA reported that in 2024, there were 5.6 billion unique mobile subscribers worldwide at the end of the previous year, representing a massive potential user base for mobile TV applications.
Market Challenge
The primary obstacle hindering the growth of the Global Mobile TV Market is the insufficiency of network bandwidth, especially in densely populated urban centers and developing regions. Mobile television is heavily dependent on continuous, high-speed data transmission to deliver high-definition video content. When infrastructure limitations prevent networks from maintaining the necessary throughput, end users encounter latency, buffering, and pixelation. These technical service interruptions significantly degrade the quality of experience, which is the core value proposition of mobile entertainment; consequently, viewers are less likely to adopt or retain paid subscriptions for broadcast services that fail to offer reliable playback, directly stalling revenue generation and market expansion.
This strain on network capacity is intensifying due to the sheer volume of data being consumed by modern wireless devices. As video streaming applications drive exponential increases in traffic, existing spectrum resources struggle to accommodate the load without compromising speed. According to the CTIA, annual wireless data traffic in the United States alone reached a record 132.5 trillion megabytes in 2024, representing a massive surge largely attributed to video consumption habits. This unprecedented demand illustrates the capacity pressure networks face globally; without sufficient bandwidth to handle such data-intensive tasks, mobile TV providers cannot guarantee the seamless service delivery essential for competing with traditional media platforms.
Market Trends
The widespread adoption of hybrid and Free Ad-supported Streaming TV (FAST) monetization models is rapidly redefining strategies within the Global Mobile TV Market as consumers increasingly seek cost-effective alternatives to paid subscriptions. This trend involves service providers launching ad-supported tiers and free linear channels specifically optimized for mobile interfaces to capture price-sensitive viewers who prioritize content accessibility over ad-free viewing. This strategic pivot allows platforms to diversify revenue streams while reducing churn rates associated with subscription fatigue. According to a June 2025 article by Media Play News titled 'Tubi Reached Record 100 Million Monthly Active Users in May,' the ad-supported service surpassed 100 million monthly active users, underscoring the massive consumer demand for free, premium on-demand entertainment options on connected devices.
Simultaneously, the market is experiencing a profound shift toward vertical and short-form mobile-first content, fundamentally altering how video is produced and consumed on handheld devices. Streaming platforms and broadcasters are aggressively investing in "snackable" video formats that align with the vertical orientation of smartphones, moving away from traditional horizontal long-form programming to drive higher engagement during short viewing sessions. This format capitalizes on the habitual scrolling behavior of modern mobile users, effectively turning casual interactions into sustained viewing time. According to a June 2025 Yahoo News article titled 'YouTube Shorts Now Averages 200 Billion Daily Views,' the platform's short-form video offering is now averaging 200 billion daily views globally, highlighting the dominance of this format in the current mobile entertainment landscape.
Report Scope
In this report, the Global Mobile TV 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 Mobile TV Market.
Global Mobile TV 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: