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市场调查报告书

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1735667

全球视讯点播市场规模（按解决方案、收益模式、垂直行业、区域范围和预测）

Global Video on Demand Market Size By Solution (Pay TV, OTT Services), By Monetization Model (Subscription-based, Advertising-based), By Industry Vertical (Gaming, Education), By Geographic Scope And Forecast

出版日期: 2025年05月02日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3个工作天内

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简介目录

视讯点播市场规模及预测

2024 年视讯点播市场规模价值 519.3 亿美元，预计到 2032 年将达到 1,547.2 亿美元，2026 年至 2032 年的复合年增长率为 16.13%。

视讯点播（VOD）是指提供影像内容，让使用者可以随意选择和观看电影、电视节目、纪录片和其他媒体，而不受传统广播时间表的限制。
VOD 服务可以透过各种平台访问，包括智慧电视、行动应用程式、串流媒体设备和网站，并提供订阅（如 Netflix 和 Disney+）、交易（租用或购买内容）和广告支援模式。
VOD服务用于私人家庭娱乐、教育机构远距学习、企业部门培训和交流，并透过个人化内容为航空公司、饭店和旅游服务改善客户体验。
VOD 的流行源于其便利性、灵活性和多样化的内容库：消费者可以按需存取内容、跳过广告并随时连续观看连续剧。
跨多装置串流内容的能力也提高了可访问性。随着人们逐渐放弃有线电视以及个人化娱乐需求的日益增长，视讯点播平台已成为超越传统广播的首选，它提供多语言内容、原创节目和本地化串流服务，以满足全球不同受众的需求。

全球视讯点播市场动态

影响全球视讯点播市场的关键市场动态是：

关键市场驱动因素

网路普及率不断提高：高速网路的广泛普及使得无缝串流媒体成为可能，扩大了全球 VOD 的可近性。
转向剪线：消费者对 VOD 服务而非传统有线电视的偏好正在推动市场成长。
个人化内容需求日益增长：根据通讯（ITU）的数据，到2022年，全球网路普及率将从2019年的54%成长到66%。在已开发国家，这数字将高达91%。视讯点播平台将利用演算法，根据用户偏好提供客製化的建议。
智慧型装置的采用：根据尼尔森的《总观众报告》，到 2020 年，串流媒体将占美国电视总观看时间的 26%，高于 2019 年的 19%。智慧型手机、平板电脑和智慧型电视的使用率增加将推动 VOD 的行动可存取性。
扩大原创内容製作：Netflix 和 Amazon Prime 等平台正在大力投资独家原创内容以吸引用户。

主要挑战

竞争激烈：市场上充斥着多个平台，导致价格战和内容取得挑战。
盗版问题：未经授权的内容分发会导致收益损失和法律风险。
高昂的授权和製作成本：製作或取得独家内容需要大量投资。
开发中地区的频宽限制：网路基础设施差会影响某些地区的串流品质和使用者体验。
用户保留问题：订阅疲劳和客户流失的增加对平台构成了挑战。

主要趋势

广告支援的视讯点播 (AVOD) 的兴起：为了迎合注重价格的用户，平台提供由广告支援的免费内容。
人工智慧整合：人工智慧驱动的建议可提高用户参与度和保留率。
在地化内容创作：为了扩大全球用户群，平台正专注于特定地区的内容。
现场直播和体育赛事直播：对实况活动日益增长的需求正在推动提供即时串流媒体的 VOD 服务。
配套服务：每个平台将与通讯业者合作提供配套服务，以渗透市场。

The Video on Demand (VOD) refers to the distribution of video content that allows users to select and watch movies, TV shows, documentaries, or other media whenever they choose, without being constrained by traditional broadcast schedules.
VOD services are accessible through various platforms, including smart TVs, mobile apps, streaming devices, and websites, offering both subscription-based (like Netflix and Disney+), transactional (renting or purchasing content), and ad-supported models.
VOD services are used across households for entertainment, educational institutions for remote learning, corporate sectors for training and communication, and airlines, hotels, and travel services to enhance customer experience through personalized content.
The popularity of VOD is driven by its convenience, flexibility, and diverse content library. It allows consumers to access content on-demand, skip advertisements, and binge-watch entire series at their convenience.
The ability to stream content on multiple devices enhances its accessibility. With the shift toward cord-cutting and the growing demand for personalized entertainment, VOD platforms have become a preferred choice over traditional broadcasting, offering multi-language content, original shows, and localized streaming to cater to diverse audiences worldwide.

Global Video on Demand Market Dynamics

The key market dynamics that are shaping the global video on demand market include:

Key Market Drivers

Increased Internet Penetration: Widespread availability of high-speed internet enables seamless streaming, expanding VOD accessibility globally.
Shift Towards Cord-Cutting: Consumers prefer VOD services over traditional cable TV, driving the market growth.
Growing Demand for Personalized Content: According to the International Telecommunication Union (ITU), global internet penetration reached 66% in 2022, up from 54% in 2019. In developed countries, this figure is as high as 91%. VOD platforms leverage algorithms to offer tailored recommendations based on user preferences.
Smart Device Adoption: Nielsen's Total Audience Report shows that streaming accounted for 26% of total TV time in the United States in 2020, up from 19% in 2019. Increased use of smartphones, tablets, and smart TVs enhances VOD accessibility on the go.
Expansion of Original Content Production: Platforms like Netflix and Amazon Prime invest heavily in exclusive, original content to attract subscribers.

Key Challenges

Intense Competition: The market is saturated with multiple platforms, leading to price wars and content acquisition challenges.
Piracy Issues: Unauthorized distribution of content poses revenue losses and legal risks.
High Licensing and Production Costs: Creating or acquiring exclusive content involves a significant investment.
Bandwidth Limitations in Developing Regions: Poor internet infrastructure affects streaming quality and user experience in certain areas.
Subscriber Retention Issues: Increasing subscription fatigue and customer churn present challenges for platforms.

Key Trends

Rise of Ad-Supported VOD (AVOD): Platforms offer free content with advertisements to cater to price-sensitive users.
Integration of Artificial Intelligence: AI-driven recommendations enhance user engagement and retention.
Localized Content Production: Platforms focus on region-specific content to expand their global user base.
Live Streaming and Sports Broadcasting: Growing demand for live events boosts VOD services offering real-time streaming.
Bundled Services: Platforms collaborate with telecom providers to offer bundled subscriptions, increasing market penetration.

Global Video on Demand Market Regional Analysis

Here is a more detailed regional analysis of the global video-on-demand market:

Asia Pacific

The Asia-Pacific region is witnessing significant growth in the Global Video-On-Demand (VOD) Market, driven by increasing internet penetration, smartphone adoption, and changing consumer viewing habits.
In Europe, the European Audiovisual Observatory reports that the number of SVOD (Subscription Video On Demand) subscriptions in the EU grew by 45.7% between 2018 and 2019, reaching 118.1 million.
A global survey by Statista found that 55% of respondents preferred streaming services to traditional TV in 2021, up from 39% in 2017. This shift is particularly pronounced among younger demographics, with 62% of millennials reporting that they watch more streaming content than traditional TV.
Countries like China, India, South Korea, and Japan are leading the regional demand, thanks to their large population bases and rapidly expanding digital ecosystems.
The proliferation of high-speed 4G and 5G networks has further enhanced streaming experiences, encouraging more consumers to adopt VOD services.
The Asia-Pacific region is the growing preference for local and regional content, with platforms like iQIYI, Hotstar, and WeTV investing heavily in native-language programming.
The rise of smart TVs and mobile-first viewing habits also contribute to the surge in VOD consumption, particularly among younger audiences.
The region is witnessing a boom in ad-supported VOD (AVOD) models, catering to price-sensitive consumers who prefer free content supported by advertisements.
Piracy remains a significant challenge in several markets, impacting revenue streams for platforms.
Despite these challenges, strategic partnerships between telecom providers and streaming platforms have strengthened subscription growth.
With continued investment in original content and advancements in streaming technology, the VOD market in Asia-Pacific is set to expand further in the coming years.

North America

North America is anticipated to be the fastest-growing region in the Global Video on Demand (VOD) Market, driven by the widespread adoption of streaming services and a mature digital infrastructure.
The Motion Picture Association reports that the number of original scripted series for online services in the US increased from 117 in 2016 to 532 in 2022, a 355% increase.
The United States leads the market, followed by Canada, with both countries experiencing steady growth due to the increasing popularity of subscription-based platforms like Netflix, Amazon Prime Video, Disney+, and Hulu.
The high penetration of smart devices, smart TVs, and high-speed internet further supports VOD consumption in the region.
The North American VOD market is the shift from traditional cable TV to over-the-top (OTT) streaming platforms, offering greater flexibility and personalized content.
Consumers are also attracted to the availability of diverse content libraries, including original series, films, and sports programming.
Rising cord-cutting trends and on-demand access to premium content are reshaping the entertainment landscape.
The region is also witnessing growth in transactional VOD (TVOD) and ad-supported VOD (AVOD) models, catering to different consumer segments.
Market players face challenges such as increasing competition, rising content production costs, and subscription fatigue.
Despite these hurdles, technological innovations and further investments in exclusive content will continue to drive the growth of the VOD market in North America.

Global Video on Demand Market: Segmentation Analysis

The Global Video on Demand Market is Segmented based on Solution, Monetization Model, Industry Vertical, and Geography.

Video on Demand Market, By Solution

Pay TV
OTT Services
IPTV

Based on the Solution, the Global Video on Demand Market is segmented into Pay TV, OTT Services, and IPTV. The OTT Services segment has emerged as the dominant solution, primarily driven by the increasing shift in consumer behavior towards flexible, on-demand streaming platforms. OTT services, such as Netflix, Amazon Prime, and Disney+, provide greater content variety, convenience, and personalization without the need for traditional cable or satellite subscriptions. This trend is further accelerated by advancements in internet infrastructure, affordable subscription models, and the growing preference for mobile viewing.

Video on Demand Market, By Monetization Model

Subscription-based
Advertising-based

Based on the Monetization Model, the Global Video on Demand Market is divided into Subscription-based and Advertising-based models. The Subscription-based model (SVOD) dominates the market, driven by platforms such as Netflix, Amazon Prime, and Disney+, where users pay a recurring fee to access a vast content library without interruptions. This model appeals to consumers who prioritize an ad-free experience and exclusive content, including original series and movies. The flexibility to cancel or renew subscriptions further enhances its appeal, especially with the growing shift towards on-demand viewing habits.

Video on Demand Market, By Industry Vertical

Media & Entertainment
Gaming
Education

Based on the Industry Vertical, the Global Video on Demand (VOD) Market is segmented into Media & Entertainment, Gaming, and Education. The Media & Entertainment segment holds a dominant share, driven by platforms like Netflix, Hulu, and Amazon Prime. These services offer a diverse library of movies, TV shows, documentaries, and live-streaming events. With the rise in smart devices and the shift towards personalized content consumption, this vertical remains the core driver of the VOD market.

Key Players

The "Global Video on Demand Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Netflix, Amazon, Google, YouTube, Apple, HBO, Cisco, Roku, IndieFlix, and Vudu.

This section offers in-depth analysis through a company overview, position analysis, the regional and industrial footprint of the company, and the ACE matrix for insightful competitive analysis. The section also provides an exhaustive analysis of the financial performances of mentioned players in the given market.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with its product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Key Developments

In April 2020, Synamedia announced a partnership with Google Cloud to expand its video network portfolio with a new OTT service. This collaboration enabled Synamedia to respond to customer inquiries about OTT services, increasing scalability and optimizing Synamedia's performance by lowering operational costs.

1 INTRODUCTION OF GLOBAL VIDEO ON DEMAND MARKET

1.1 Overview of the Market
1.2 Scope of Report
1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources

4 GLOBAL VIDEO ON DEMAND MARKET OUTLOOK

4.1 Overview
4.2 Market Dynamics
- 4.2.1 Drivers
- 4.2.2 Restraints
- 4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis

5 GLOBAL VIDEO ON DEMAND MARKET, BY SOLUTION

5.1 Overview
5.2 Pay TV
5.3 OTT Services
5.4 IPTV

6 GLOBAL VIDEO ON DEMAND MARKET, BY MONETIZATION MODEL

6.1 Overview
6.2 Subscription-based
6.3 Advertising-based

7 GLOBAL VIDEO ON DEMAND MARKET, BY INDUSTRY VERTICAL

7.1 Overview
7.2 Media & Entertainment
7.3 Gaming
7.4 Education

8 GLOBAL VIDEO ON DEMAND MARKET, BY GEOGRAPHY

8.1 Overview
8.2 North America
- 8.2.1 U.S.
- 8.2.2 Canada
- 8.2.3 Mexico
8.3 Europe
- 8.3.1 Germany
- 8.3.2 U.K.
- 8.3.3 France
- 8.3.4 Rest of Europe
8.4 Asia Pacific
- 8.4.1 China
- 8.4.2 Japan
- 8.4.3 India
- 8.4.4 Rest of Asia Pacific
8.5 Rest of the World
- 8.5.1 Latin America
- 8.5.2 Middle East & Africa

9 GLOBAL VIDEO ON DEMAND MARKET COMPETITIVE LANDSCAPE

9.1 Overview
9.2 Company Market Ranking
9.3 Key Development Strategies

10 COMPANY PROFILES

10.1 Netflix
- 10.1.1 Overview
- 10.1.2 Financial Performance
- 10.1.3 Product Outlook
- 10.1.4 Key Developments
10.2 Amazon
- 10.2.1 Overview
- 10.2.2 Financial Performance
- 10.2.3 Product Outlook
- 10.2.4 Key Developments
10.3 Google
- 10.3.1 Overview
- 10.3.2 Financial Performance
- 10.3.3 Product Outlook
- 10.3.4 Key Developments
10.4 YouTube
- 10.4.1 Overview
- 10.4.2 Financial Performance
- 10.4.3 Product Outlook
- 10.4.4 Key Developments
10.5 Apple
- 10.5.1 Overview
- 10.5.2 Financial Performance
- 10.5.3 Product Outlook
- 10.5.4 Key Developments
10.6 HBO
- 10.6.1 Overview
- 10.6.2 Financial Performance
- 10.6.3 Product Outlook
- 10.6.4 Key Developments
10.7 Cisco
- 10.7.1 Overview
- 10.7.2 Financial Performance
- 10.7.3 Product Outlook
- 10.7.4 Key Developments
10.8 Roku
- 10.8.1 Overview
- 10.8.2 Financial Performance
- 10.8.3 Product Outlook
- 10.8.4 Key Developments
10.9 IndieFlix
- 10.9.1 Overview
- 10.9.2 Financial Performance
- 10.9.3 Product Outlook
- 10.9.4 Key Developments
10.10 Vudu
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments

11 KEY DEVELOPMENTS

11.1 Product Launches/Developments
11.2 Mergers and Acquisitions
11.3 Business Expansions
11.4 Partnerships and Collaborations

12 Appendix

12.1 Related Research

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License/价格

全球视讯点播市场规模（按解决方案、收益模式、垂直行业、区域范围和预测）

Global Video on Demand Market Size By Solution (Pay TV, OTT Services), By Monetization Model (Subscription-based, Advertising-based), By Industry Vertical (Gaming, Education), By Geographic Scope And Forecast

视讯点播市场规模及预测

全球视讯点播市场动态

关键市场驱动因素

目录

第一章 全球视讯点播市场简介

第二章执行摘要

第三章：已验证的市场研究调查方法

第四章 全球视讯点播市场展望

第五章 全球视讯点播市场（按解决方案）

第六章 全球随选视讯市场（依收益模式）

第七章 全球随选视讯市场（依产业垂直划分）

第 8 章：全球随选视讯市场（按地区）

第九章全球视讯点播市场的竞争格局

第十章 公司简介

第十一章 重大进展

第十二章 附录

Video on Demand Market Size And Forecast