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市场调查报告书

商品编码

2011933

美国线上串流媒体市场（2026）：消费者使用趋势、获利模式与竞争趋势

U.S. Online Streaming Market 2026: Consumer Adoption, Monetization Models, and Competitive Dynamics

出版日期: 2026年04月07日 | 出版商:

yStats.com | 英文 109 Pages | 商品交期: 最快1-2个工作天内

价格

简介目录

美国数位影片市场中串流媒体的主导地位、混合获利模式和订阅趋势。

主要亮点

美国：美国 OTT 市场收入预计将从 2024 年的 600 亿美元以上增长到 2029 年的 1100 亿美元以上，这表明随着货币化模式的演变，数位影片服务将继续增长。
美国：串流媒体普及率已达到很高水平，到 2025 年，约 90% 的美国网路使用者家庭将至少订阅一项服务，这表明市场环境已趋于成熟。
美国：用户对广告支援型串流媒体的参与度正在上升，预计某主要平台的广告支援型套餐用户份额将从2024年的约三分之一增长到2025年的近一半。这凸显了混合获利模式日益重要的作用。

串流媒体在美国家庭的普及率仍然很高。

串流媒体平台在美国被广泛使用，绝大多数家庭至少订阅了一项服务。许多消费者订阅了多项服务，这表明串流媒体为观众提供了一个分散且高度互动的观看环境。这种广泛的使用表明，串流媒体已成为数位娱乐消费的核心要素。

广告和混合模式在获利模式中的重要性日益增加。

串流媒体服务正日益将订阅模式与广告支援模式结合。低价的广告支援套餐正成为消费者新的入门途径，广告支援的视讯格式在各个平台上的曝光率也不断提高。这些趋势表明，广告收入正与订阅收入一起，扮演着越来越重要的角色。

订阅模式和平台策略仍在不断演变。

消费者会主动管理他们的订阅，根据价格、内容可用性和主观价值来切换服务。整个市场呈现订阅取消和续订交替的趋势。为了应对这一趋势，该平台正在采取分级定价、捆绑销售和差异化服务等策略，以建立存取和获利机制。

本报告分析了美国线上串流媒体市场的趋势，总结了OTT和串流媒体的现状、串流平台策略、获利模式、竞争格局、串流观看时间和收入的趋势和预测、法律制度、消费者使用趋势以及未来展望。

OTT收入成长、观看习惯改变以及串流媒体在影片娱乐中的作用。
串流媒体平台、数位影片分发和媒体产业的竞争趋势。
社群媒体平台的使用、串流媒体的普及以及每日媒体消费时间的分配。
集内容存取、订阅分发和介面控制于一体的聚合平台。
串流媒体收入成长、OTT市场扩张以及数位影片服务对经济贡献的增加。
串流服务中的内容投资、定价策略和平台定位
串流观众行为、订阅管理和流失趋势。
按影片类型分類的总观看时间和复合年增长率 (CAGR)
付费电视订阅收入：预测

第四章市场规模与成长

OTT市场收入预测及复合年增长率表现及预测
OTT影片市场收入预测及串流媒体在电视观看中的份额
SVOD收入成长率
整个广告市场（所有媒体）的收入预测和复合年增长率：实际值和预测值。
串流媒体市场的收入成长、联网电视广告的扩张以及数位影片货币化的趋势。

第五章消费者采纳使用

串流媒体服务的家庭普及率、多订阅使用情况以及串流媒体服务的采用情况。
广告支援型串流服务的消费者使用与观看行为趋势
串流服务订阅行为和捆绑销售趋势的演变
串流媒体在电视观看领域的主导地位以及广告支援型串流平台的成长
串流服务用户数量：趋势与预测
SVOD用户数量与复合年增长率：趋势与预测
订阅至少一项串流影片服务的网路家庭所占百分比
以分送方式统计的电视收视率
取消有线电视订阅的家庭数量：趋势与预测
透过联网电视(CTV) 观看串流媒体的网路连结家庭数量
影片内容总播放时长
串流媒体使用情况依人口统计属性、跨多个装置的观看行为以及随选影片消费模式进行分析。
影片观看装置使用率
按年龄组别分類的串流服务使用率
按收入水平分類的串流服务使用情况
按年龄层分類的对由生成式人工智慧驱动的个人化内容体验感兴趣的受访者百分比。
过去 6 个月成年人 AI 使用及每日 AI 使用。
按世代分類的人工智慧使用和互动状况
成年人在日常生活中以任务类型使用人工智慧的情况
成年人按任务类型使用人工智慧的情况
不实施人工智慧的主要原因
人工智慧在建议主导的观看率和内容发现/参与度方面的作用。
串流媒体和传统电视的使用模式
遇到缓衝或延迟的串流媒体使用者百分比。

第六章：串流经营模式

使用至少一种付费串流服务广告支援方案的 SVOD用户百分比。
Netflix 用户观看时间长度中，包含广告支援方案的时间长度所占的百分比。
低成本串流媒体计划、广告支援订阅和用户获取策略。
串流媒体服务、广告支援订阅计划和平台盈利模式的普及。

第七章：平台现况与市场份额

媒体分发供应商的电视收视率
串流平台观众份额、平台间竞争与观众参与趋势
主要串流媒体平台的消费者使用率
串流观众的分散化、平台间对观看时间的竞争以及OTT生态系统中竞争动态的演变。

第八章：支付与货币化

串流媒体产业的关键商业化战略
串流服务的订阅收费机制和循环付款结构
串流媒体服务的订阅支付失败、用户流失因素和收入留存因素
串流定价策略、差异化费率方案、跨平台捆绑模式
串流媒体服务中的广告支援型获利模式和混合收入结构
帐户共用限制、付费共用模式、订阅存取盈利模式。
串流服务使用者感知价值
串流媒体费用偏好、广告接受度和订阅决定因素
串流服务用户数量、每月串流媒体服务支出以及用户渗透率。
多用户订阅行为及串流服务在家庭中的渗透率
串流服务流失行为与市场退出模式
用户取消意向、服务切换行为、用户管理模式
OTT市场中串流服务的捆绑策略、平台合作和结构发展。
串流媒体服务的消费者支出展望与定价趋势

第九章：广告和AVOD的成长

广告模型下的电视收视率
按发行类型分類的广告支援电视观看市场份额（按类别划分）
AVOD 和 SVOD 收入成长率、预测和复合年增长率：趋势和预测
联网电视广告支出、串流受众覆盖范围和数位影片广告分配趋势。
联网电视广告和广告支援型串流媒体的成长前景。
利用人工智慧优化广告投放、实现串流变现并拓展混合广告模式。
串流媒体市场中的消费者串流媒体使用情况、广告支援订阅的成长以及混合收入模式。

第十章竞争格局

订阅式、广告支援式和混合式串流服务的经营模式
消费者在社群媒体上观看影片的时间比在串流媒体服务上观看影片的时间更长。
串流媒体服务的内容投资策略、独家节目的拓展以及平台差异化。
热门串流节目的类型分布以及叙事主导节目在观众参与度方面的作用
消费者对影片串流应用、数位娱乐平台和串流媒体服务的需求

第十一章法规环境

订阅合规要求、联邦 ROSCA 标准、州级自动续订法律
用户规则制定趋势、实施计划和监管流程的最新资讯。
与订阅相关的强制执行措施、诉讼和和解金额

第十二章：未来展望与新趋势

生成式人工智慧在媒体和娱乐製作领域带来的全球成本节约
人工智慧在整个串流媒体价值链中的应用案例，包括个人化、广告、分析和製作。
人工智慧在媒体製作中的应用、基于演算法的内容推荐以及串流平台上的人工智慧驱动的内容管理。
人工智慧驱动的广告优化、媒体平台的预测分析和数位广告货币化。
与前一年相比，观看微剧集数量增加的消费者比例（按世代划分）
串流媒体观众份额不断增长，消费者对串流媒体内容的参与度不断提高，以及数位串流生态系统的演变。

简介目录

Product Code: 1716

Streaming Dominance, Hybrid Monetization, and Subscription Dynamics in the U.S. Digital Video Market

Key Highlights

U.S. OTT market revenue is projected to grow from over USD 60 billion in 2024 to more than USD 110 billion by 2029, reflecting continued expansion of digital video services as monetization models evolve.
Streaming adoption has reached high levels, with around 90% of U.S. internet households subscribing to at least one service in 2025, indicating a mature market environment.
Engagement with advertising-supported streaming is rising, as viewing share on one major platform's ad-supported tier increased from around one-third in 2024 to nearly half in 2025, highlighting the growing role of hybrid monetization models.

Streaming Adoption Remains High Across U.S. Households

Streaming platforms are widely used across the United States, with a large majority of households subscribing to at least one service. Many consumers maintain multiple subscriptions, indicating a fragmented but highly engaged viewing environment. This widespread usage suggests that streaming is a core component of digital entertainment consumption.

Advertising and Hybrid Models Gain Importance in Monetization

Streaming services are increasingly combining subscription access with advertising-supported models. Lower-priced ad-supported tiers provide alternative entry points for consumers, while advertising-supported video formats are becoming more visible across platforms. These developments indicate that advertising plays a growing role alongside subscription-based revenue.

Subscription Behavior and Platform Strategies Continue to Evolve

Consumers are actively managing their subscriptions, switching between services based on pricing, content availability, and perceived value. Subscription cancellation and re-subscription behavior are observed across the market. In response, platforms apply strategies such as tiered pricing, bundling, and differentiated service offerings to structure access and monetization.

1. Key Takeaways

2. Management Summary

3. Market Overview

U.S.: OTT Revenue Expansion, Evolving Viewing Habits, and Role of Streaming in Video Entert., March 2026
U.S.: Streaming Platforms, Digital Video Distribution, and Media Industry Competition Dynamics, March 2026
U.S.: Social Media Platform Usage, Streaming Adoption, And Daily Media Time Allocation, April 2026
U.S.: Aggregation Platforms in Content Access, Subscription Distribution, and Interface Control, April 2026
U.S.: Streaming Revenue Growth, OTT Market Expansion, and Increasing Economic Contribution of Digital Video Services, March 2026
U.S.: Content Investment, Pricing Strategies, and Platform Positioning in Streaming Services, March 2026
U.S.: Streaming Viewer Behavior, Subscription Management, and Churn Trends, March 2026
U.S.: Total Video Viewing Hours by Video Type, in billions of Hours, and CAGR, 2022, 2024 & 2030e
U.S.: Pay TV Subscription Revenue, in USD billions, 2018 - 2026e

4. Market Size and Growth

U.S.: OTT Market Revenue Forecast, in USD billions, and Compound Annual Growth Rate, 2024 & 2029f
U.S.: OTT Video Market Revenue Forecast And Streaming Share Of TV Viewing, April 2026
U.S.: SVOD Revenue Growth, in USD billions, 2018-2026e
U.S.: Total Advertising Market Revenue Forecast (All Media), in USD bil., and Compound Annual Growth Rate, 2024 & 2029f
U.S.: Streaming Market Revenue Growth, Connected TV Advertising Expansion, and Digital Video Monetization Trends, March 2026

5. Consumer Adoption and Usage

U.S.: Streaming Household Penetration, Multi-Subscription Usage, and Streaming Service Adoption, March 2026
U.S.: Consumer Adoption of Ad-Supported Streaming Tiers and Viewing Behavior Trends, March 2026
U.S.: Evolution Of Streaming Subscription Behavior And Bundling Trends, April 2026
U.S.: Streaming Dominance in TV Viewing and Growth of Ad-Supported Streaming Platforms, March 2026
U.S.: Streaming Service Subscribers, in millions, 2018-2026e
U.S.: SVOD Users, in millions, and Compound Annual Growth Rate, 2018 - 2031e
U.S.: Internet Households Subscribing to at Least 1 Streaming Video Service, in % of Households, Nov 2025
U.S.: Share of Total TV Viewing by Distribution Type, in %, January 2026
U.S.: Number of Cord-Cutter Households, in millions, 2020-2027e
U.S.: Number of Internet-Enabled Households Streaming via Connected TV (CTV), in millions of Households, 2024 & 2025
U.S.: Total Time Spent Streaming Video Content, in billion Hours, 2024 & 2025
U.S.: Cross-Demographic Streaming Usage, Multi-Device Viewing Behavior, and On-Demand Video Consumption Patterns, March 2026
U.S.: Device Usage for Video Viewing, in % of Respondents, 2025
U.S.: Streaming Service Usage by Age Group, in % of Respondents, April 2025
U.S.: Distribution of Streaming Service Usage by Income Level, in % of Respondents, April 2025
U.S.: Share of Respondents Interested in GenAI-Driven Personalized Content Experiences, by Generation, March 2026
U.S.: Using AI in the Past Six Months vs. Daily Among Adults, April 2025
U.S.: Using and Interacting With AI Daily by Generation, April 2025
U.S.: AI Usage by Task Type in Daily Life Among Adults, April 2025
U.S.: AI Usage by Task Type Among Adults, in % of Resp. Routinely Performing Each Activity, April 2025
U.S.: Top Reasons for Not Using AI, in % of Non-Adopting Respondents, April 2025
U.S.: Share of Viewing Driven by Recommendations and Role of AI in Content Discovery and Engagement, April 2026
U.S.: Streaming and Traditional TV Usage Patterns, in % of Adults, April 2025
U.S.: Share of Streaming Users Experiencing Buffering or Lag, in % of Respondents, 2025

6. Streaming Business Models

U.S.: SVOD Subscribers With at Least One Ad-Supported Tier of a Paid Streaming Service, in %, Spring 2024 - Fall 2025
U.S.: Share of Total Netflix Household Viewing Hours on Ad-Supported Tier, in %, 2024 & 2025
U.S.: Lower-Priced Streaming Tiers, Advertising-Supported Subscriptions, and Subscriber Acquisition Strategies, March 2026
U.S.: Streaming Service Adoption, Advertising-Supported Subscription Tiers, and Platform Monetization Models, March 2026

7. Platform Landscape and Market Shares

U.S.: Share of Total TV Viewing by Media Distributor, in %, January 2026
U.S.: Streaming Platform Viewing Shares, Platform Competition, and Audience Engagement Trends, March 2026
U.S.: Consumer Usage of Major Streaming Platforms, in % of Respondents, 2025
U.S.: Fragmentation of Streaming Audiences, Platform Competition for Viewing Time, and Evolving Competitive Dynamics in the OTT Ecosystem, March 2026

8. Payments and Monetization

U.S.: Key Monetization Strategies in the Streaming Industry, April 2026
U.S.: Subscription Billing Mechanisms and Recurring Payment Structures in Streaming Services, March 2026
U.S.: Subscription Payment Failures, Churn Drivers, and Revenue Retention Factors in Streaming Services, March 2026
U.S.: Streaming Pricing Strategies, Tier Differentiation, and Bundling Models Across Platforms, March 2026
U.S.: Advertising-Supported Monetization Models and Hybrid Revenue Structures in Streaming Services, March 2026
U.S.: Account Sharing Restrictions, Paid Sharing Models, and Subscription Access Monetization, March 2026
U.S.: Perceived Value of Streaming Services Among Users, in % of Respondents, April 2025
U.S.: Streaming Pricing Preferences, Advertising Tolerance, and Subscription Decision Drivers, March 2026
U.S.: Streaming Subscriptions, Monthly Spending on Streaming Services, and Subs. Penetration, March 2026
U.S.: Multi-Subscription Behavior and Streaming Service Penetration Across Households, March 2026
U.S.: Streaming Subscription Cancellation Behavior and Market Churn Patterns, March 2026
U.S.: Subs. Cancellation Intent, Service Switching Behavior, and Subs. Management Patterns, March 2026
U.S.: Streaming Service Bundling Strategies, Platform Partnerships, and Structural Developments in the OTT Market, March 2026
U.S.: Outlook For Consumer Spending On Streaming Services And Pricing Dynamics, April 2026

9. Advertising and AVOD Growth

U.S.: Share of Total TV Viewing by Advertising Model, in %, Q4 2025
U.S.: Category Share of Ad-Supported TV Viewing by Distribution Type, in %, Q4 2025
U.S.: AVOD and SVOD Revenue Growth and Forecast, in USD billions, and CAGR, 2019-2027e
U.S.: Connected TV Advertising Spending, Streaming Audience Reach, and Digital Video Advertising Allocation Trends, March 2026
U.S.: Growth Outlook For CTV Advertising And Ad-Supported Streaming, April 2026
U.S.: AI-Driven Advertising Efficiency, Streaming Monetization, and Hybrid Ad Model Expansion, April 2026
U.S.: Consumer Streaming Adoption, Ad-Supported Subscription Growth, and Hybrid Revenue Models in the Streaming Market, March 2026

10. Competitive Landscape

U.S.: Streaming Business Models Across Subscription-Based, Advertising-Supported, and Hybrid Services, March 2026
U.S.: Consumers Spending More Time Watching Videos on Social Media Than on Streaming Services, in % of Resp. by Generation, October 2025
U.S.: Content Investment Strategies, Exclusive Programming Expansion, and Platform Differentiation Among Streaming Services, March 2026
U.S.: Genre Distribution among Top Streaming Shows and the Role of Narrative-Driven Programming in Audience Engagement, March 2026
U.S.: Video Streaming Applications, Digital Entertainment Platforms, and Consumer Demand for Streaming Services, March 2026

11. Regulatory Environment

U.S.: Subscription Compliance Requirements, Federal ROSCA Standards, & State-Level Auto-Renewal Laws, April 2026
U.S.: Subscription Rulemaking Developments, Enforcement Timeline, and Regulatory Process Updates, April 2026
U.S.: Subscription-Related Enforcement Actions, Legal Cases, and Settlement Amounts, April 2026

12. Future Outlook and Emerging Trends

Global: Estimated Cost Reduction from Generative AI in Media & Entertainment Production, % cost reduction, July 2025
U.S.: AI Adoption Across Streaming Value Chain, Personalization, Advertising, Analytics, and Production Use Cases, April 2026
U.S.: AI Integration in Media Production, Algorithm-Based Content Recommendation, and AI-Driven Content Management in Streaming Platforms, March 2026
U.S.: AI-Enabled Advertising Optimization, Predictive Analytics in Media Platforms, and Digital Advertising Monetization, March 2026
U.S.: Consumers Reporting Increased Micro-Series Viewing Compared to the Previous Year, in % of Resp. by Generation, October 2025
U.S.: Rising Streaming Viewing Share, Consumer Engagement With Streaming Content, and Evolution of the Digital Streaming Ecosystem, March 2026

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License/价格

美国线上串流媒体市场（2026）：消费者使用趋势、获利模式与竞争趋势

U.S. Online Streaming Market 2026: Consumer Adoption, Monetization Models, and Competitive Dynamics