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市场调查报告书
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1967752

数位视讯内容市场－全球产业规模、份额、趋势、机会和预测：按经营模式、设备、地区和竞争对手划分，2021-2031年

Digital Video Content Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Business Model, By Device, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3个工作天内

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简介目录

全球数位影片内容市场预计将从 2025 年的 2,278.5 亿美元大幅成长至 2031 年的 4,387.7 亿美元，复合年增长率为 11.54%。

该行业涵盖透过网路分发和消费影像媒体，包括串流媒体服务、视讯点播 (VOD) 平台和可下载的娱乐檔案。推动市场发展的主要因素是高速互联网在全球范围内的广泛普及和智慧型手机的广泛使用，这使得用户能够无缝存取数位内容。此外，消费者习惯向灵活和个人化的观看时间模式转变，也显着影响了对非线性媒体消费的需求，为产业的持续成长奠定了坚实的基础。

市场概览
预测期 2027-2031
市场规模：2025年 2278.5亿美元
市场规模：2031年 4387.7亿美元
复合年增长率：2026-2031年 11.54%
成长最快的细分市场 个人电脑（PC）
最大的市场 北美洲

儘管前景光明，但市场在受众测量和平台碎片化方面仍面临许多挑战，阻碍了广告主准确评估投资报酬率。根据互动广告局 (IAB) 的数据，2024 年数位影片广告收入成长 19.2%，达到 621 亿美元。虽然这一数字展现了该行业巨大的经济规模，但缺乏统一的跨平台指标仍然是一个重大障碍，可能会阻碍行业利益相关人员更广泛的商业化倡议。

市场驱动因素

消费者从传统线性电视迅速转向OTT（Over-The-Top）串流平台是推动产业成长的主要动力。这从根本上改变了观众获取娱乐的方式。观众越来越倾向于选择提供柔软性个人化观看选项的点播内容库，而不是固定的电视节目播出时间表。这种转变迫使现有媒体集团积极转向以数位优先的发行策略，以保持观众的兴趣并缓解有线电视收视率的下滑。例如，康卡斯特（Comcast）在2024年10月发布的2024年第三季财报中指出，其Peacock串流服务付费用户年增29%，达到3,600万，凸显了直接面向消费者（DTT）平台在当今媒体格局中扮演的关键角色。

同时，智慧型手机和连网装置的普及使得高画质影片内容触手可及。在强大的5G基础设施的支持下，行动装置已成为短影片和社群媒体内容的主要消费媒介，广告商也正将预算转向行动优化格式。根据爱立信2024年6月发布的《行动报告》，截至2023年底，影片流量占所有行动数据流量的73%。如此庞大的消费量支撑着整个产业的财务健康，各大平台透过先进的广告模式实现用户互动变现。 Alphabet在2024年10月发布的2024年第三季财报中宣布，YouTube的广告收入达到89.2亿美元，这反映了该数位生态系统创造的巨大价值。

市场挑战

衡量受众参与度的难度，加上平台碎片化，为优化全球数位影片内容市场带来了巨大障碍。由于受众的兴趣分散在众多串流媒体服务、应用程式和装置上，广告主面临着全面了解宣传活动活动效果的挑战。缺乏覆盖范围和频次方面的透明度导致行销预算分配效率低下，并令潜在投资者望而却步。无法准确检验不同管道的参与度指标，使得评估数位广告资源的真正价值变得困难，导致广告主在检验的广告位上犹豫不决。

这种不确定性直接影响某些高需求细分市场的获利能力，而这些细分市场的分散程度尤其严重。互动式广告协会 (IAB) 预测，到 2024 年，联网电视广告支出将成长 12%，达到 227 亿美元。虽然这表明市场正在成长，但由于这些不同环境下缺乏标准化的衡量方法，该行业无法充分发挥其财务潜力，因为这限制了品牌在无法保证检验投资回报的平台上的曝光度。

市场趋势

串流媒体服务正朝着混合型视讯点播 (HVOD) 和广告收入模式转型，这标誌着其商业化战略发生了重大变革，串流媒体服务正努力摆脱对传统订阅费的依赖，实现收入来源多元化。为了吸引註重成本的观众，并在竞争激烈的市场中降低解约率，各大平台正越来越多地采用广告收入模式，这有效地改变了行业的单位经济效益。这种策略转变使内容提供者能够在保持用户成长的同时，有效利用巨额广告预算，并克服触达价格敏感型受众的挑战。正如 Kidscreen 在 2024 年 11 月报道的《Netflix 广告支援型订阅计划月有效用户达 7,000 万》中所述，该平台的广告支援型订阅计划在全球已拥有 7,000 万月有效用户，这表明消费者正在迅速接受这种混合模式。

同时，生成式人工智慧在自动化内容创作的应用，正透过提升流程效率和普及高品质影片製作，重塑工作流程。创新专业人士越来越多地使用人工智慧工具来自动化剪辑和视觉特效等重复性任务，从而缩短製作时间并降低整体成本。这种技术融合使创作者能够专注于复杂的故事叙述，同时缓解高品质影片製作带来的资源限制。根据 Adob​​e 于 2024 年 10 月发布的《人工智慧与创新前沿调查》，90% 的受访创作者表示，生成式人工智慧工具透过让他们摆脱重复性任务并支持头脑风暴，从而节省了时间和金钱。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球数位视讯内容市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 经营模式（订阅、广告、下载拥有 (DTO) 等）
    • 依装置类型（笔记型电脑、个人电脑（PC）、行动装置、其他）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美数位视讯内容市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国别分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲数位视讯内容市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国别分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章：亚太地区数位视讯内容市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国别分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东和非洲数位视讯内容市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东与非洲：国别分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美洲数位视讯内容市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国别分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 促进因素
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 近期趋势

第十三章：全球数位视讯内容市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的潜力
  • 供应商的议价能力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Netflix Inc.
  • Alphabet Inc.
  • Amazon.com, Inc.
  • The Walt Disney Company
  • Tencent Holdings Ltd.
  • Apple Inc.
  • Bilibili Inc.
  • Brightcove Inc.
  • Akamai Technologies Inc.
  • Vimeo Inc

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 24136

The Global Digital Video Content Market is projected to experience significant expansion, rising from a value of USD 227.85 Billion in 2025 to USD 438.77 Billion by 2031, reflecting a Compound Annual Growth Rate (CAGR) of 11.54%. This sector encompasses the distribution and consumption of visual media over the internet, including streaming services, video-on-demand platforms, and downloadable entertainment files. The market is primarily driven by the extensive global availability of high-speed internet and the ubiquitous adoption of smartphones, which facilitate seamless access to digital content. Furthermore, a fundamental transformation in consumer habits favoring flexible and personalized viewing schedules has heavily influenced the demand for non-linear media consumption, creating a solid basis for sustained industry growth.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 227.85 Billion
Market Size 2031USD 438.77 Billion
CAGR 2026-203111.54%
Fastest Growing SegmentPersonal Computers (PC)
Largest MarketNorth America

Despite this positive outlook, the market encounters a major obstacle regarding audience measurement and platform fragmentation, which hinders the ability of advertisers to accurately assess return on investment. Data from the Interactive Advertising Bureau indicates that digital video advertising revenue grew by 19.2 percent in 2024, totaling 62.1 billion dollars. Although this figure illustrates the sector's immense financial magnitude, the absence of unified cross-platform measurement standards remains a critical barrier that could obstruct broader monetization initiatives for stakeholders within the industry.

Market Driver

The rapid migration of consumers from traditional linear television to Over-The-Top (OTT) streaming platforms serves as a key engine for industry growth, fundamentally altering how audiences access entertainment. Viewers are increasingly moving away from fixed broadcast schedules to engage with on-demand libraries that provide enhanced flexibility and personalized viewing choices. This shift has compelled legacy media conglomerates to pivot aggressively toward digital-first distribution strategies to retain audience attention and mitigate declines in cable viewership. For instance, Comcast Corporation reported in its '3rd Quarter 2024 Results' from October 2024 that paid subscribers for the Peacock streaming service rose by 29 percent year-over-year to 36 million, underscoring the vital role of direct-to-consumer platforms in the current media landscape.

Concurrently, the growing penetration of smartphones and connected devices has democratized access to high-definition video content. Supported by robust 5G infrastructure, mobile devices have become the primary medium for consuming short-form video and social media content, prompting advertisers to shift budgets toward mobile-optimized formats. According to the 'Ericsson Mobility Report' from June 2024, video traffic constituted 73 percent of all mobile data traffic by the end of 2023. This high volume of consumption underpins the sector's financial health, as major platforms monetize this engagement through advanced advertising models; Alphabet Inc. noted in its 'Third Quarter 2024 Results' from October 2024 that YouTube advertising revenues reached 8.92 billion dollars, reflecting the substantial value generated by this digital ecosystem.

Market Challenge

The difficulty of audience measurement combined with platform fragmentation poses a substantial barrier to optimizing the Global Digital Video Content Market. As viewer attention becomes dispersed across numerous streaming services, applications, and devices, advertisers face challenges in obtaining a cohesive view of campaign performance. This lack of transparency regarding reach and frequency can lead to inefficient allocation of marketing budgets, causing potential investors to proceed with caution. When stakeholders are unable to accurately verify engagement metrics across diverse channels, assessing the true value of digital inventory becomes difficult, resulting in a reluctance to spend on unverified placements.

This uncertainty directly affects revenue potential in specific high-demand segments where fragmentation is particularly severe. The Interactive Advertising Bureau projects that Connected TV advertising spend will increase by 12 percent in 2024 to reach 22.7 billion dollars. While this signals growth, the absence of standardized measurement across these disparate environments prevents the sector from achieving its full financial capacity, as brands limit their exposure to platforms that cannot guarantee a verifiable return on investment.

Market Trends

The move toward Hybrid Video on Demand (HVOD) and Ad-Supported Models marks a significant evolution in monetization strategies as streaming services aim to diversify revenue sources beyond standard subscription fees. Platforms are increasingly introducing ad-supported tiers to appeal to cost-conscious viewers and reduce churn in a crowded market, effectively changing the unit economics of the sector. This strategic shift enables content providers to tap into significant advertising budgets while maintaining subscriber growth, addressing the difficulty of reaching price-sensitive audiences. As reported by Kidscreen in November 2024 within the article 'Netflix's ad tier hits 70 million monthly active users', the platform's ad-supported subscription tier achieved 70 million monthly active users globally, illustrating the rapid consumer adoption of this hybrid model.

In parallel, the adoption of Generative AI for Automated Content Production is reshaping operational workflows by streamlining processes and democratizing high-quality video creation. Creative professionals are increasingly utilizing artificial intelligence tools to automate repetitive tasks, such as editing and visual effects, thereby speeding up production timelines and lowering overall costs. This technological integration allows creators to focus on complex storytelling while alleviating the resource constraints typically associated with premium video production. According to Adobe's 'AI and the Creative Frontier Study' from October 2024, 90 percent of surveyed creators indicated that generative AI tools help them save time and money by relieving them of menial tasks and supporting their brainstorming efforts.

Key Market Players

  • Netflix Inc.
  • Alphabet Inc.
  • Amazon.com, Inc.
  • The Walt Disney Company
  • Tencent Holdings Ltd.
  • Apple Inc.
  • Bilibili Inc.
  • Brightcove Inc.
  • Akamai Technologies Inc.
  • Vimeo Inc

Report Scope

In this report, the Global Digital Video Content Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Digital Video Content Market, By Business Model

  • Subscription
  • Advertising
  • Download-to-Own (DTO)
  • Others

Digital Video Content Market, By Device

  • Laptop
  • Personal Computers (PC)
  • Mobile
  • Others

Digital Video Content Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Digital Video Content Market.

Available Customizations:

Global Digital Video Content 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:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Digital Video Content Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Business Model (Subscription, Advertising, Download-to-Own (DTO), Others)
    • 5.2.2. By Device (Laptop, Personal Computers (PC), Mobile, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Digital Video Content Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Business Model
    • 6.2.2. By Device
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Digital Video Content Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Business Model
        • 6.3.1.2.2. By Device
    • 6.3.2. Canada Digital Video Content Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Business Model
        • 6.3.2.2.2. By Device
    • 6.3.3. Mexico Digital Video Content Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Business Model
        • 6.3.3.2.2. By Device

7. Europe Digital Video Content Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Business Model
    • 7.2.2. By Device
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Digital Video Content Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Business Model
        • 7.3.1.2.2. By Device
    • 7.3.2. France Digital Video Content Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Business Model
        • 7.3.2.2.2. By Device
    • 7.3.3. United Kingdom Digital Video Content Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Business Model
        • 7.3.3.2.2. By Device
    • 7.3.4. Italy Digital Video Content Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Business Model
        • 7.3.4.2.2. By Device
    • 7.3.5. Spain Digital Video Content Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Business Model
        • 7.3.5.2.2. By Device

8. Asia Pacific Digital Video Content Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Business Model
    • 8.2.2. By Device
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Digital Video Content Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Business Model
        • 8.3.1.2.2. By Device
    • 8.3.2. India Digital Video Content Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Business Model
        • 8.3.2.2.2. By Device
    • 8.3.3. Japan Digital Video Content Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Business Model
        • 8.3.3.2.2. By Device
    • 8.3.4. South Korea Digital Video Content Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Business Model
        • 8.3.4.2.2. By Device
    • 8.3.5. Australia Digital Video Content Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Business Model
        • 8.3.5.2.2. By Device

9. Middle East & Africa Digital Video Content Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Business Model
    • 9.2.2. By Device
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Digital Video Content Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Business Model
        • 9.3.1.2.2. By Device
    • 9.3.2. UAE Digital Video Content Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Business Model
        • 9.3.2.2.2. By Device
    • 9.3.3. South Africa Digital Video Content Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Business Model
        • 9.3.3.2.2. By Device

10. South America Digital Video Content Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Business Model
    • 10.2.2. By Device
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Digital Video Content Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Business Model
        • 10.3.1.2.2. By Device
    • 10.3.2. Colombia Digital Video Content Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Business Model
        • 10.3.2.2.2. By Device
    • 10.3.3. Argentina Digital Video Content Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Business Model
        • 10.3.3.2.2. By Device

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Digital Video Content Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Netflix Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Alphabet Inc.
  • 15.3. Amazon.com, Inc.
  • 15.4. The Walt Disney Company
  • 15.5. Tencent Holdings Ltd.
  • 15.6. Apple Inc.
  • 15.7. Bilibili Inc.
  • 15.8. Brightcove Inc.
  • 15.9. Akamai Technologies Inc.
  • 15.10. Vimeo Inc

16. Strategic Recommendations

17. About Us & Disclaimer