全球电视视频市场调研和分析报告（英文版）-2024年1月上传培训课件

INDUSTRIES

AND

MARKETSTV

&

Video:

market

data

&forecastMarket

InsightsreportSeptember2023Table

of

ContentsOverviewAppendixSummary4567ProductOverviewAuthor2223MarketDefinitionKeyTakeawaysDeepDivesMarket

NumbersRevenue9131619AverageRevenue

per

UserUsersCompanyProfiles2CHAPTER

1OverviewThe

TV

&

Video

market

is

a

fast-growing

market,

with

OTTVideo

as

a

strongdriverOverview:

SummarySummaryTraditional

TVhasbeen

declining

inpopularitydueto

theriseof

Over-The-Top(OTT)video

services,

which

offer

amore

flexible

and

cost-effective

alternative

totraditionalTV.

Thegrowth

factorsforOTTvideo

services

includeincreased

accesstohigh-speed

internet,theavailabilityofawider

rangeof

content,and

theconvenience

ofbeing

ableto

watch

content

on

demand.These

services

havealsobenefitted

from

theincreased

useof

connected

devices

suchas

smartphones,tablets,and

smart

TVs,which

havemadeiteasier

forconsumers

toaccess

OTTvideo

content.

Onthe

other

hand,

traditional

TVstill

holdsitsground

interms

ofreach,

asitisstillthemost

widely

used

form

ofvideo

entertainment.

However,

itsgrowth

hasbeen

limited

bythelimited

choice

ofcontent

offered,

and

thehighercostsassociated

with

traditionalTVpackages.

Asmore

people

turn

toOTTvideoservices,

traditionalTVproviders

areexpected

tocontinuetofacechallenges

inretaining

theirmarket

share.4Sources:Market

Insights

2023TV

&

Video

is

an

important

part

of

the

Media

MarketOverview:

Market

DefinitionMarket

definitionInscopeOutof

scopeTheTV&Home

Video

segment

containsthefollowing

two

subsegments:Traditional

TV&Home

Video

and

OTT(over-the-top)

Services.Traditional

TV&Home

Video

consists

ofphysicalhome

video(DVD

&Blu-ray),

pay-TV,

whichincludescableTV,satellite

TV,IPTV,andDTTV),publicTVlicence

fees,

andtraditionalTVadvertising.OTT

Services

containvideo

ondemand

(VOD),

rentalsasasingletransaction

or

pay-per-view

(transactional

VOD),rentals

assubscription-based

services

(subscription

VOD),andonlinepurchases

viadownload

or

cloudstorage

(video

downloads/EST).Additionally,

allad-supported

revenue

generatedthroughpremium

or

user-generated

content

arealsocovered

bythis

segment

(OTTVideo

Advertising).Electric-through-TV

subscriptionsandmovie

theater

ticketssalesarenot

includedinthissegment.Detailed

definitionscanbefoundintheindividualsegments.Thissegment

includes:Thissegment

excludes:•Pay-TVsubscriptions(cableTV,satellite

TV,IPTV,DTTV)•Movie

theater

ticket

sales•Public

licence

fees

collected

in

formof

atax

(e.g.

income

taxintheNordiccountries)•Over-the-top

services

(TVOD,

SVOD,ETT,LinearOTT)•Physicalhome

video

(DVD&Blu-ray)•TraditionalTVadvertising•Public

TVlicence

fees•Electric

through-TV-subscriptions5Sources:Market

Insights

2023Media:

TV

&

Video

total

accounted

for49.69%

of

the

Total

Media

marketrevenue

in

2022Overview:

Key

TakeawaysKeyTakeawaysMedia:

TV&Video

total

salesareestimated

toincrease

ataCAGR(1)

of

5.68%

from2017

to

2027.

In2022,

theyamounted

toUS$657.48

billion.IntheMedia:

TV&Video

total

segment,

theUnited

Statesand

China

accounted

forthehighest

revenues

in2022,

with

US$271.0

billionandUS$89.71

billionrespectively.6Sources:Market

Insights

2023Exclusive

content

becomes

a

core

element

in

business

strategies

of

videostreaming

servicesDeep

dives:

stronger

focusonexclusive

contentHighInvestmentsin

theproduction

of“Originals”Withthelaunch

of

itsvideo

streaming

service,

Netflix

created

the

possibility

tolegally

access

awide

range

ofmovies

and

TVseries

from

avariety

ofproductionstudiosand

publishersinone

place.

Thegrowing

numberof

competitors

–Disneywill

start

itsown

streaming

service

in2019

–andthe

accustoming

to

thefreedom

ofunlimited

watching

ofvideo

content

hasnow

madeitnecessary

to

standoutfromother

providers.

ForNetflixand

Amazon,

focusingheavily

onmore

exclusivecontent

inthe

futureseems

to

beanopportunity

to

position

themselves

asseriousplayers

inthe

filmindustryand,

thus,

offer

more

exclusive

content

and

gainmorepaidsubscribers.

With“House

of

Cards”,

Netflix

began

to

produce

itsown

moviesandTVseries

in2013

already.

Oneyear

later,Amazon

caughtup

with

itsexclusiveTVseries

“Bosch”.

InOctober

2018,

Netflix

announceditsplantoopen

anewproduction

hub

inAlbuquerque,NM,following

the

acquisition

ofABQStudios.Thecompany

alsoplanstoinvest

US$1

billion

innew

productions.

Furthermore,

morelocal

TVseries

forEuropean

markets,

especially

forGermany,

were

announced.

Asapartof

this

new

content

strategy,

bothcompanies

intendtoscreen

theirself-produced

movies

inlocal

cinemas

as

well.7Sources:

Netflix,

AmazonCHAPTER

2Market

NumbersTV

&

Video

revenue

is

estimated

to

increase

at

a

CAGR(1)

of

5.7%

from2017

to2027Market

Size:

GlobalRevenue

forecast

inbillionUS$849.3816.2428.7+5.7%(1)782.1393.7745.0356.2704.0316.1657.5637.9236.8575.3180.0462.9549.7131.1517.298.7488.672.5272.7416.12017418.52018418.62019395.32020401.12021384.82022387.9388.82024388.52025387.52026386.520272023Traditional

TV&Home

VideoOTTVideo9Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:Pay

TV

and

OTTVideo

Advertising

amount

to

the

largest

parts

in

Traditional

TV

&Home

Video

and

OTTVideo

respectivelyRevenue

splitworldwideRevenue

splitfor

2023

inTraditional

TV&Home

Videoin

billionUS$Revenue

splitfor

2023

inOTTVideoinbillionUS$11.710.25.531.695.4195.0149.6205.1PayTVTraditional

TVAdvertisingPublicTVLicense

FeesPhysicalHome

VideoOTTVideo

AdvertisingVideo

Streaming

(SVoD)Pay-per-View

(TVoD)Video

Downloads

(EST)10Sources:Market

Insights

2023China

shows

the

biggest

growth

in

TV

&

Video

revenue

with

a

CAGR(1)

of

9.7%Market

Size:

Regional

Comparison

(1/2)Revenue

forecast

inbillionUS$+4.9%(1)344.3207.3271.0119.1+4.2%(1)200.574.4+4.0%(1)+9.7%(1)162.167.7163.447.3142.4113.5133.442.889.7151.92022137.02027126.1202763.526.22022116.1202290.694.428.9202220272027ChinaU.S.EuropeROW(2)Traditional

TV&Home

VideoOTTVideo11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRate

(2)

ROW:Restofthe

WorldMarket

Insights

2023With

revenue

of

31.1

billion

US$,

the

United

Kingdom

is

the

biggest

marketamong

selected

countries,

in

2022Market

Size:

Regional

Comparison

(2/2)Revenue

forecast

inbillionUS$+3.8%(1)37.4+4.0%(1)31.113.928.111.8+3.9%(1)20.323.07.1+3.8%(1)20.07.716.54.5+5.0%(1)2.314.84.812.33.07.717.117.16.015.916.212.012.33.79.310.03.84.02022202720222027202220272022202720222027United

KingdomGermanyFranceItalySpainTraditional

TV&Home

VideoOTTVideo12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023TV

&

Video

average

revenue

per

user

is

estimated

to

increasefrom2017

to2027Market

Size:

GlobalAveragerevenue

peruserforecast

inUS$109.867.9105.7101.369.996.270.690.171.183.671.280.680.340.679.549.074.458.474.870.868.333.020172018201920202021202220232024202520262027OTTVideoTraditional

TV&Home

Video13

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023The

United

States

has

the

biggest

market

in

TV

&

Video

average

revenue

peruser

in

2022Market

Size:

Regional

Comparison

(1/2)Averagerevenue

peruserforecast

inUS$1,223.31,183.91,139.91,095.51,046.1994.9955.4878.4850.5817.4783.2214.7150.3200.4120.848.2206.0132.049.5210.3139.749.8193.2109.4182.492.5179.997.9157.644.8163.439.3169.541.2169.574.241.043.944.946.651.220172018201920202021202220232024202520262027UnitedStatesEuropeChinaROW(2)14

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRate

(2)

ROW:Restofthe

WorldMarket

Insights

2023With

average

revenue

per

user

of

498.8

US$,

the

United

Kingdom

is

the

biggestmarket

among

selected

countries,

in

2022Market

Size:

Regional

Comparison

(2/2)Averagerevenue

peruserforecast

inUS$575.6581.1567.1555.4536.4498.8487.7444.0433.9413.1390.5358.2349.3342.2343.2332.8332.9361.7321.6320.9353.5303.7299.8302.1302.0292.5273.9286.7283.4282.5265.3274.2257.1201.9262.8175.4257.0171.4250.7166.7243.3161.0234.4152.7220.7133.8218.9138.5210.9124.2205.0204.4116.1117.1111.120172018201920202021202220232024202520262027UnitedKingdomFranceGermanyItalySpain15

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023TV

&

Video

users

are

estimated

to

increase

from2017

to

2027Market

Size:

GlobalUsersforecast

inmillions5,677.14,056.95,690.74,216.35,554.75,506.03,701.45,457.33,507.35,408.63,262.65,359.83,344.95,311.03,083.15,262.22,675.75,213.32,429.75,164.43,884.82,197.920172018201920202021202220232024202520262027Traditional

TV&Home

VideoOTTVideo16

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023China

has

the

biggest

market

in

TV

&

Video

users

in

2022Market

Size:

Regional

Comparison

(1/2)Usersforecast

inmillions3,896.73,918.13,788.73,739.73,690.33,640.83,596.53,544.93,489.33,437.83,387.3916.7741.8921.5746.4931.3750.7950.1753.6946.9755.0890.6733.8896.1736.2901.2738.9908.0743.0913.5745.7926.4748.7262.6264.6266.6269.3271.4272.4274.4276.3278.2279.5281.520172018201920202021202220232024202520262027ROW(2)ChinaEuropeUnitedStates17

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRate

(2)

ROW:Restofthe

WorldMarket

Insights

2023With

users

of

76.2

million,

Germany

is

the

biggest

market

among

selectedcountries,

in

2022Market

Size:

Regional

Comparison

(2/2)Usersforecast

inmillions76.777.063.377.263.777.363.977.664.376.176.476.275.475.675.162.956.261.956.362.356.462.356.160.956.261.356.260.556.153.643.456.255.243.956.255.444.056.255.756.255.854.043.654.443.854.743.954.543.754.943.953.843.544.044.120172018201920202021202220232024202520262027GermanyUnitedKingdomItalyFranceSpain18

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Netflix

invests

heavily

in

its

exclusive

contentCompany

profiles:

Netflix

(1/2)Netflix

key

factsAvailabilityof

Netflixin89

countriesRevenue:

US$25

billion(2020)Net

income:

US$2,761

million(2020)Founded:

1997CAGR(1):

24%

(2019

to2020)Paidsubscribers:

204

million(2020)Headquarters:

LosGatos,

CaliforniaProduct:

streamingserviceNetflix’sdigitalstrategyInthe

early

years

afterNetflix’founding,the

company

grew

byengaging

inthe

DVD-

Netflix

isincreasingly

investing

inexclusive

content

intheformof

content

licensesby-mail

business.

Thevideo

streaming

service

Netflix

aswe

knowittoday

launched

andthe

production

of

own

series.

Thiscontent

involves

high

costs;

thus,

Netflix

hasin2007.

Back

then,the

company

startedtooffer

subscription-based

streaming

ofmovies

and

tv

shows.

Users

canchoose

fromavariety

of

different

plansinapricerange(3)

between

US$8

and

US$14

andwatch

content

onalmost

anydevice.

Today,Netflix

has158

million

paidsubscribers

inover

190

countries.

Additionally,Netflixhasbeen

producing

own

filmandTVseries

underthe

label

“Netflix

Original”since2013.

Netflix

released

371

Originalsin2019,

which

represents

over

50%

increase

incomparison

to

2018.raised

the

prices

inthe

U.S.

and

addedan“Ultra”plan.However,

the

company

alsoreacts

to

country-specific

habitsbyoffering

amobile-only

planatalower

price

insome

Asianmarkets.

Thisstrategy

mightbenecessary

to

remain

competitive

intheVideo-on-Demand

market.

Disney

hasended

itscollaboration

with

Netflix

in2019tostartitsown

streaming

service

Disney+.

Otherfilmstudiosmight

follow.

Netflix

isnolonger

fullydependent

on

suchdealsasitscustomers

areincreasinglyinterested

initsexclusive

content.19

Notes:(1)

CAGR:

Compound

Annual

GrowthRateSources:

Company

informationComcast

is

second

biggest

broadcasting

and

cable

TV

company

by

revenueCompany

profiles:

ComcastComcast

keyfactsCountrieswith

theirown

Sky

Group

divisionRevenue:

US$121.43

billion(2022)Net

income:

US$5.37

billion(2022)CAGR(1):

4.33%

(2021

to2022)Headquarters:

Philadelphia,U.S.Comcast

TVsubscribers:

17.5

million(2021)Founded:

1963Product:

Broadcasting,

cable

TV,Internet&telephoneserviceComcast’s

digitalstrategyComcast

is

the

second

largest

broadcasting

andcabletelevision

company

intheworld

byrevenue,

located

inPhiladelphia,U.S.Additionally,Comcast

alsoprovidesInternet

andtelephone

services,

andisthe

largest

Internet

service

provider

intheU.S.;

Xfinity,

Comcast’s

division,provides

cabletelevision,

internet,

telephone

andwireless

services.

Comcast

isalso

aparentcompany

of

anAmerican

mass

mediaandentertainment

conglomerate

NBCUniversal

Media,

whose

two

divisions,

NBCandUniversal

Pictures,havebigpresence

inbothmedia

andentertainmentindustries.Comcast

alsoowns

several

steady

digitalunits,

such

asSkyGroup

andPeacock,which

allows

themtousebothdigitaland

traditional

TVtotheiradvantage.Comcast

covers

thewhole

TVmarket

andprovides

the

resource

fordigitalenvironment,

which

isitsbrand

Xfinity,thatprovides

internet

connectivity

andhardware

forit,

suchaswireless

hotspots.

Comcast

also

provide

theircustomerswith

theirown

entertainment

platformX1,thatoffers

live