全球电影和电视 Over-the-Top (OTT) 市场规模（按收益模式、设备、地区、范围和预测）

电影及电视OTT市场规模及预测

2024 年电影和电视节目 OTT 市场规模价值 1564.3 亿美元，预计到 2032 年将达到 4818.7 亿美元，预测期内（2026-2032 年）的复合年增长率为 15.10%。

随着点播串流服务日益普及，越来越多的消费者选择使用 OTT 平台观看电影和电视节目。高速网路的普及以及智慧型手机和智慧型装置的普及，使得 OTT 平台变得触手可及，消费者可以随时随地观看电影和电视节目。 OTT 平台正在投资打造庞大的电影和电视节目库，包括独家原创内容，以吸引和留住用户，提供多样化的内容选择，推动市场成长。

定义全球电影电视 OTT 市场

全球影视节目OTT市场是指透过网路向消费者提供随选影视节目的串流服务市场，无需传统的有线或卫星订阅。 OTT平台提供种类繁多的影视节目，可透过各种装置存取，包括智慧型手机、平板电脑、智慧型电视、游戏机和个人电脑。

这些平台提供基于订阅的模式、交易模式或两者的结合，让消费者可以随时随地透过多种装置存取内容，从而为他们提供娱乐选择的便利性和灵活性。全球电影和电视节目 OTT 市场由各种全球和区域参与者组成，他们提供多样化的内容选择，并在快速发展的数位娱乐世界中竞相吸引和留住用户。

全球OTT影视市场概览

偏好消费者使用，从而刺激了全球对串流媒体内容的需求。 OTT平台正在投资于用户获取和保留，透过创建庞大的内容库和製作独家原创内容，提供多样化的内容选择，推动市场成长。

许多OTT平台提供价格实惠的费率方案和弹性价格设定方案，让消费者可以根据自己的喜好和预算选择不同的套餐，这对于注重成本的消费者来说极具吸引力。越来越多的消费者放弃传统的有线和卫星电视订阅，转而使用OTT平台来满足电影和电视节目的需求，这一趋势正在推动全球对OTT服务的需求。

猖獗的内容盗版和版权问题仍然是全球影视节目OTT市场面临的一大挑战，导致内容製作商和服务提供者的收入减少。 OTT平台的激增和用户的加剧导致市场饱和，新参与企业难以获得市场占有率并保持盈利。内容授权限制和地理限制可能会限制某些影视节目在OTT平台上的可用性，从而影响某些地区的内容可用性和用户群。

OTT 平台在网路普及率不断提高、数位娱乐需求不断增长的新兴市场中，拥有巨大的服务扩展潜力。透过投资内容製作，OTT 平台可以利用对独家原创内容日益增长的需求，在竞争中脱颖而出，并吸引和留住用户。 5G 等技术进步、改进的视讯转码器和增强的串流功能，可以为 OTT 平台提供新的机会，为消费者提供更高品质、更流畅的串流体验。

市场吸引力

提供的市场吸引力有助于了解全球电影和电视节目OTT市场领先地区的资讯。我们涵盖了推动特定地区产业成长的主要影响因素。

波特五力模型

此图有助于了解波特五力模型，该模型为理解各行业竞争对手的行为和参与者的策略定位提供了蓝图。波特五力模型可用于评估全球影视节目OTT市场的竞争格局，衡量特定垂直产业的吸引力，并评估投资潜力。

目录

第一章 全球影视OTT市场介绍

• 市场概览
• 研究范围
• 先决条件

第二章执行摘要

第三章：已验证的市场研究调查方法

• 资料探勘
• 验证
• 第一手资料
• 资料来源列表

第四章 全球影视OTT市场展望

• 概述
• 市场动态
  • 驱动程式
  • 限制因素
  • 机会
• 波特五力模型

第五章 全球 OTT 影视市场（依收益模式）

• 概述
• 订阅
• 广告
• 其他的

6. 全球OTT电影电视节目市场（按设备）

• 概述
• 智慧型手机、平板电脑和主机
• 专用电视盒
• 其他的

7. 全球OTT影视市场（按地区）

• 概述
• 北美洲
  • 美国
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 其他欧洲国家
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 世界其他地区
  • 中东和非洲
  • 南美洲

8. 全球影视OTT市场竞争格局

• 概述
• 各公司市场排名
• 主要发展策略

第九章 公司简介

• Netflix
• Xumo
• Tencent Holdings
• Hulu
• Disney Plus
• HBO
• Amazon Prime Video
• Discovery
• Apple Inc
• Rakuten Inc

第十章 重大进展

• 产品发布/开发
• 合併与收购
• 业务扩展
• 伙伴关係与合作

第十一章 附录

• 相关调查

Movies And TV Shows OTT Market Size And Forecast

Movies And Tv Shows Ott Market size was valued at USD 156.43 Billion in 2024 and is projected to reach USD 481.87 Billion by 2032, growing at a CAGR of 15.10% during the forecasted period 2026 to 2032.

With the growing popularity of on-demand streaming services, consumers are increasingly shifting towards OTT platforms for movies and TV shows, driven by the convenience of accessing content anytime, anywhere, and on multiple devices. The widespread availability of high-speed internet and the proliferation of smartphones and smart devices have enabled easy access to OTT platforms, allowing consumers to stream movies and TV shows on the go. OTT platforms are investing in creating a vast library of movies and TV shows, including exclusive original content, to attract and retain subscribers, offering a diverse range of content choices and driving the market growth.

Global Movies And TV Shows OTT Market Definition

The Global Movies And TV Shows OTT Market refers to the market for streaming services that provide on-demand movies and TV shows to consumers over the Internet, without the need for traditional cable or satellite TV subscriptions. OTT platforms offer a wide range of movies and TV shows that can be accessed on various devices, such as smartphones, tablets, smart TVs, gaming consoles, and computers.

These platforms may offer subscription-based models, transactional models, or a combination of both, allowing consumers to access content anytime, anywhere, and on multiple devices, offering convenience and flexibility in their entertainment choices. The Global Movies And TV Shows OTT Market includes various players, both global and regional, offering diverse content choices and competing for subscriber acquisition and retention in the rapidly evolving digital entertainment landscape.

Global Movies And TV Shows OTT Market Overview

The growing preference of consumers for on-demand streaming services, driven by the convenience of accessing movies and TV shows anytime, anywhere, and on multiple devices, is a significant driver of the Global Movies And TV Shows OTT Market. The increasing availability of high-speed internet and the proliferation of smartphones and other smart devices have made it easier for consumers to access OTT platforms, driving the demand for streaming content globally. OTT platforms are investing in creating vast content libraries and producing exclusive original content to attract and retain subscribers, offering a diverse range of content choices and driving the market growth.

Many OTT platforms offer affordable subscription plans and flexible pricing options, allowing consumers to choose from a variety of plans based on their preferences and budget, making it an attractive option for cost-conscious consumers. The increasing trend of consumers cutting the cord or shaving the cord from traditional cable and satellite TV subscriptions and opting for OTT platforms for their movies and TV shows needs is driving the demand for OTT services globally.

The prevalence of content piracy and copyright issues remains a significant challenge for the Global Movies And TV Shows OTT Market, leading to revenue loss for content creators and service providers. The increasing number of OTT platforms and the intensifying competition for subscribers can lead to market saturation, making it challenging for new entrants to gain market share and maintain profitability. Content licensing restrictions and regional limitations can limit the availability of certain movies and TV shows on OTT platforms, affecting the content offerings and subscriber base in specific regions.

There is significant potential for OTT platforms to expand their services into emerging markets with growing internet penetration and increasing demand for digital entertainment. OTT platforms can capitalize on the growing demand for exclusive and original content by investing in content production to differentiate themselves from competitors and attract and retain subscribers. Advancements in technologies such as 5G, improved video codecs, and enhanced streaming capabilities can offer new opportunities for OTT platforms to provide higher quality and seamless streaming experiences to consumers.

Market Attractiveness

The image of market attractiveness provided would further help to get information about the region that is majorly leading in the Global Movies And TV Shows OTT Market. We cover the major impacting factors that are responsible for driving the industry growth in the given region.

Porter's Five Forces

The image provided would further help to get information about Porter's five forces framework providing a blueprint for understanding the behavior of competitors and a player's strategic positioning in the respective industry. Porter's five forces model can be used to assess the competitive landscape in the Global Movies And TV Shows OTT Market, gauge the attractiveness of a certain sector, and assess investment possibilities.

Global Movies And TV Shows OTT Market Segmentation Analysis

The Global Movies And TV Shows OTT Market is segmented on the basis of Revenue Model, Devices, and Geography.

Movies And TV Shows OTT Market, By Revenue Model

• Subscription
• Advertisement
• Others

Based on Revenue Model, the market is segmented into Subscription, Advertisement, and Others. Subscription-based revenue model involves users paying a periodic fee to access the content on OTT platforms. This model allows OTT service providers to generate recurring revenue, build customer loyalty, and offer exclusive content to subscribers. Advertisement-based revenue model involves displaying ads within the content or during breaks in content playback. OTT platforms can generate revenue by selling ad space to advertisers and brands, targeting users based on their viewing preferences and behavior.

• There are various other revenue models in the Movies And TV Shows OTT Market, such as transactional video-on-demand (TVOD) where users pay for individual content or pay-per-view (PPV) where users pay for specific events or shows. Additionally, some OTT platforms may offer premium content, merchandise sales, or partnerships with content creators or production studios to generate revenue.

Movies And TV Shows OTT Market, By Devices

• Smartphone, Tablet, Consoles
• Exclusive TV Box
• Others

Based on Devices, the market is segmented into Smartphone, Tablet, Consoles, Exclusive TV Box, and Others. Smartphones and tablets are popular devices for accessing OTT content, allowing users to watch movies and TV shows on-the-go. Gaming consoles, such as Xbox and PlayStation, also serve as devices for accessing OTT content, offering a seamless entertainment experience on the big screen. Exclusive TV boxes, such as Amazon Fire TV, Apple TV, Roku, and Google Chromecast, are dedicated devices that connect to the TV and enable users to stream OTT content directly on their television screens.

• These devices provide a user-friendly interface, remote control, and access to multiple OTT platforms. There are other devices that can be used to access OTT content, such as smart TVs, set-top boxes, media players, and streaming sticks. These devices provide a wide range of options for users to access and consume OTT content based on their preferences and viewing habits.

Movies And TV Shows OTT Market, By Geography

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Based on Regional Analysis, the Global Movies And TV Shows OTT Market is classified into North America, Europe, Asia Pacific, Latin America, and Middle East and Africa. The movies And TV Shows OTT Market is a global phenomenon, with its presence across various regions and geographies. The market's growth and adoption are influenced by factors such as increasing internet penetration, rising consumer demand for on-demand content, and changing viewer preferences.

• These regions are witnessing significant growth in OTT adoption, driven by factors such as the availability of high-speed internet, increasing smartphone penetration, and changing content consumption habits. Each region has its own unique market dynamics, including local content preferences, regulatory frameworks, and competitive landscape.

Key Players

The "Global Movies And TV Shows OTT Market" study report will provide valuable insight with an emphasis on the global market including some of the major players such as Netflix, Xumo, Tencent Holding, Hulu, Disney plus, HBO, Amazon Prime Video, Discovery, Apple Inc., and Rakuten Inc.

Our market analysis includes a section specifically devoted to such major players, where our analysts give an overview of each player's financial statements, along with product benchmarking and SWOT analysis. Key development strategies, market share analysis, and market positioning analysis of the aforementioned players globally are also included in the competitive landscape section.

Key Developments

• In March 2022, Amazon merges with MGM and launches Prime Video which offers studio movies and TV shows.
• Ace Matrix Analysis
• The Ace Matrix provided in the report would help to understand how the major key players involved in this industry are performing as we provide a ranking for these companies based on various factors such as service features & innovations, scalability, innovation of services, industry coverage, industry reach, and growth roadmap. Based on these factors, we rank the companies into four categories as Active, Cutting Edge, Emerging, and Innovators.

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL MOVIES AND TV SHOWS OTT 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 MOVIES AND TV SHOWS OTT 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

5 GLOBAL MOVIES AND TV SHOWS OTT MARKET, BY REVENUE MODEL

• 5.1 Overview
• 5.2 Subscription
• 5.3 Advertisement
• 5.4 Others

6 GLOBAL MOVIES AND TV SHOWS OTT MARKET, BY DEVICES

• 6.1 Overview
• 6.2 Smartphone, Tablet, Consoles
• 6.3 Exclusive TV Box
• 6.4 Others

7 GLOBAL MOVIES AND TV SHOWS OTT MARKET, BY GEOGRAPHY

• 7.1 Overview
• 7.2 North America
  • 7.2.1 U.S.
  • 7.2.2 Canada
  • 7.2.3 Mexico
• 7.3 Europe
  • 7.3.1 Germany
  • 7.3.2 U.K.
  • 7.3.3 France
  • 7.3.4 Rest of Europe
• 7.4 Asia Pacific
  • 7.4.1 China
  • 7.4.2 Japan
  • 7.4.3 India
  • 7.4.4 Rest of Asia Pacific
• 7.5 Rest of the World
  • 7.5.1 Middle East and Africa
  • 7.5.2 South America

8 GLOBAL MOVIES AND TV SHOWS OTT MARKET COMPETITIVE LANDSCAPE

• 8.1 Overview
• 8.2 Company Market Ranking
• 8.3 Key Development Strategies

9 COMPANY PROFILES

• 9.1 Netflix
  • 9.1.1 Overview
  • 9.1.2 Financial Performance
  • 9.1.3 Product Outlook
  • 9.1.4 Key Developments
• 9.2 Xumo
  • 9.2.1 Overview
  • 9.2.2 Financial Performance
  • 9.2.3 Product Outlook
  • 9.2.4 Key Developments
• 9.3 Tencent Holdings
  • 9.3.1 Overview
  • 9.3.2 Financial Performance
  • 9.3.3 Product Outlook
  • 9.3.4 Key Developments
• 9.4 Hulu
  • 9.4.1 Overview
  • 9.4.2 Financial Performance
  • 9.4.3 Product Outlook
  • 9.4.4 Key Developments
• 9.5 Disney Plus
  • 9.5.1 Overview
  • 9.5.2 Financial Performance
  • 9.5.3 Product Outlook
  • 9.5.4 Key Developments
• 9.6 HBO
  • 9.6.1 Overview
  • 9.6.2 Financial Performance
  • 9.6.3 Product Outlook
  • 9.6.4 Key Developments
• 9.7 Amazon Prime Video
  • 9.7.1 Overview
  • 9.7.2 Financial Performance
  • 9.7.3 Product Outlook
  • 9.7.4 Key Developments
• 9.8 Discovery
  • 9.8.1 Overview
  • 9.8.2 Financial Performance
  • 9.8.3 Product Outlook
  • 9.8.4 Key Developments
• 9.9 Apple Inc
  • 9.9.1 Overview
  • 9.9.2 Financial Performance
  • 9.9.3 Product Outlook
  • 9.9.4 Key Developments
• 9.10 Rakuten Inc
  • 9.10.1 Overview
  • 9.10.2 Financial Performance
  • 9.10.3 Product Outlook
  • 9.10.4 Key Developments

10 KEY DEVELOPMENTS

• 10.1 Product Launches/Developments
• 10.2 Mergers and Acquisitions
• 10.3 Business Expansions
• 10.4 Partnerships and Collaborations

11 APPENDIX

• 10.1 Related Research