全球视频点播行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

&

MARKETSVideo-on-Demand:

market

data&

analysisMarket

Insightsreport2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor2223MarketDefinitionKeyTakeawaysMarket

NumbersRevenue

by

MarketAverageRevenue

per

UserUsers91215181920212224CompanyrevenuesBrandsharePenetration

rateSubscribersbyserviceCompanyprofileDeepdives2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

webinterface,download(XLS,

PDF,PPT),or

reports.Benefitfromour48-hourcustomerservice

guarantee.•

10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology•

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics•

KPIs,

e.g.,

revenue,marketshares,prices,andvolume•

Features:Compare

countries®ions,

change

currencies,

selectvisualizations,

and/or

customize

downloads•

Usecases:

sales

planning,

investment

decision

support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:https://www.Goto

Market

Insightscom/outlook/3CHAPTER

1OverviewThe

Video-on-Demand

market

is

driven

by

the

constant

evolution

of

the

videostreaming

marketOverview:

SummarySummaryThevideo

ondemand

(VoD)

market

isexperiencing

transformative

trendsthatarereshaping

theway

consumers

access

and

consume

video

content.

Firstly,theshiftfrom

traditionaltelevision

to

streaming

services

hasbecome

adominant

trend.Streaming

platformslikeNetflix,Amazon

Prime

Video,

and

Disney+

offer

avastlibrary

of

movies,

TVshows,

and

original

content,providing

viewers

withon-demand

access

to

awide

rangeof

entertainment

options.

Secondly,

therise

ofcord-cutting

andcord-shaving

hasdisrupted

thetraditionalpay-TV

model,

withconsumers

increasingly

optingforover-the-top

(OTT)services

tocustomize

theirviewing

experience

and

reduce

costs.

Additionally,theproliferation

ofsmart

TVs,smartphones,

andother

connected

devices

hasfacilitated

the

seamless

streamingof

videocontent,enabling

viewers

to

enjoy

theirfavorite

shows

andmoviesanytime,anywhere.favorable

environment

forstreaming

services.

Theconvenience

and

flexibility

ofaccessing

avastcatalog

ofcontent

on

multipledevices

havepropelled

theadoption

ofVoD

platforms.

Secondly,

thetrend

ofcontent

fragmentation,

withvarious

studiosandproduction

companies

launchingtheirstreaming

services,hasintensifiedcompetition

and

provided

consumers

with

adiverse

rangeofoptions.

Furthermore,

therapidgrowth

of

original

content

production

bystreaming

platformshasattracted

viewers

and

fostered

subscriber

retention.

Theinvestment

inexclusive

content,includingTVseries,

movies,

and

documentaries,serves

asastrong

growth

driver

forVoD

platforms.TheVideo

on

Demand

market

isprojected

toexperience

robust

growth

intheforeseeable

future.Market

research

suggestsahealthycompound

annual

growthrate(CAGR)from

2023

to

2027.

Factors

suchasthe

continued

expansion

ofstreaming

services

intonew

markets,

theincreasing

availabilityof

high-qualityoriginal

content,andadvancements

instreaming

technologies

areexpected

tofuel

market

growth.TheVideo

on

Demand

market

ispoised

forsubstantial

growth,

driven

bykeyfactorsthatcontribute

to

itsexpansion.

Firstly,the

global

increase

ininternetpenetration

and

theavailabilityof

high-speed

broadbandhavecreated

a5Sources:Market

Insights

2023Video-on-Demand

is

the

second

largest

market

of

Digital

MediaOverview:

Market

DefinitionMarket

definitionVideo

on

Demand

(VoD)

refers

toadigital

media

distributionmodel

where

userscanaccess

and

watch

video

content

attheirconvenience,

usuallythroughanonlineplatform

or

service.

WithVoD,

users

havetheflexibilitytochoose

whatcontent

theywanttowatch,when

theywant

to

watch

it,

and

how

theywanttoconsume

it.Thisallows

userstostream

or

download

video

content

on

demand,without

the

need

fortraditionalbroadcasting

schedules

or

physicalmedia.

VoDplatformstypically

offerawide

range

ofcontent,includingmovies,

TVshows,documentaries,

andother

videocontent,which

canbe

accessed

and

viewedinstantlyor

stored

forlaterviewing.

VoD

hasbecome

increasingly

popular

inrecent

years,

offering

convenience,

flexibility,andapersonalized

viewingexperience

forusers.The

market

consistsof

several

markets,

namely

VideoStreaming

(SVoD),

which

isstreaming

onasubscription

basis,Pay-per-View(TVoD),

which

ispayingfordigitalvideo

contentand

watch

itonline,VideoDownloads

(EST),

which

isthedownload

ofdigitalvideo

content

and

Advertising(AVoD),

which

isthe

advertising

invideostreaming.Themarket

comprises

revenues,

users,

average

revenue

peruser,

andpenetration

rates.

Revenues

aregenerated

throughpurchases

and

subscriptions.Market

numbers

forvideo-on-demand

canalsobefoundinthe

OTTvideomarket.

Key

players

inthemarket

arecompanies,

suchasNetflix,Amazon

orDisney+.6Sources:Market

Insights

2023Video-on-Demand

accounted

for

25.4%

of

the

Digital

Media

market

revenue

in2023Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeRevenue

intheVideo-on-Demand

market

is

projected

to

reach

US$159.40bn

in2023.Thissegment

includes:Thissegment

excludes:Revenue

is

expected

toshow

anannualgrowth

rate(CAGR2023-2027)

of

9.71%,resulting

inaprojected

market

volume

of

US$230.90bn

by2027.•Over-the-top

Video-on-Demand(VoD)

content

distributedover

theInternet•Ad-supported

content

andservices•User-generated

content

(UGC)Thelargest

market

isVideo

Streaming

(SVoD)

with

amarket

volume

of

US$95.35bnin2023.•Rentalsassingle

transactionor

pay-per-view

(Transactional-VoD

or

TVoD)Inglobalcomparison,

most

revenue

will

begenerated

intheUnitedStates(US$69,540.00m

in2023).•Subscription-based

services(Subscription-VoD

or

SVoD)IntheVideo-on-Demand

market,

thenumberofusers

is

expected

toamountto3.44bn

users

by2027.•Digitalpurchasesviadownload

orpermanent

cloud-storage

(electronic-sell-through

or

EST)User

penetration

will

be36.8%

in2023

and

is

expected

tohit43.2%

by2027.7Sources:Market

Insights

2023Video-on-Demand

revenue

are

estimated

to

increase

at

a

CAGR(1)

of

17.7%

from2017

to

2027Market

Size:

Globalrevenue

forecast

inbillionUS$230.9216.95.85.811.8200.611.554.512.75.710.411.3181.910.948.312.159.65.69.1+17.7%(1)159.463.55.5133.64.910.2

7.2119.45.39.15.641.12.795.11.121.69.25.48.133.428.673.420214.90.36.470.815.443.94.70.15.555.9137.02027128.1202645.44.84.50.18.4118.52025107.9202495.411.334.480.859.027.7201720182019202020222023Video

Streaming

(SVoD)Advertising

(AVoD)Pay-per-View

(TVoD)Free

ad-supportedstreaming

TV(FAST)Video

Downloads

(EST)8Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

78.7billion

US$,

Americas

is

the

biggest

market

among

selectedregions,

in

2023Market

Size:

Regional

Comparison

(1/2)revenue

forecast

inbillionUS$+10.1%(1)115.8+9.5%(1)78.766.5+8.8%(1)46.440.729.0+11.5%(1)+8.5%(1)2.820234.32.23.1202320272027202320272023202720232027EuropeAfricaAmericasAsiaAustralia9Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

69.5billion

US$,

United

States

is

the

biggest

market

amongselected

countries,

in

2023Market

Size:

Regional

Comparison

(2/2)revenue

forecast

inbillionUS$+10.3%(1)102.869.5+9.4%(1)40.7+8.2%(1)28.4+7.8%(1)+9.0%(1)10.87.98.08.85.76.52023202720232027202320272023202720232027ChinaUnited

StatesUnited

KingdomGermanyJapan10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Video-on-Demand

arpu(1)

are

estimated

to

increase

from

2017

to

2027Market

Size:

Globalarpu(1)

forecast

inUS$9083.881.479.076.68070605040302010073.669.765.260.354.949.745.118.114.418.514.717.414.216.313.914.612.810.313.012.613.67.812.112.411.511.88.34.30.220178.25.38.16.68.38.07.87.87.77.7

10.47.7

10.89.89.08.08.06.44.32.00.20.72018Video

Streaming

(SVoD)201920202021202220232024202520262027Advertising

(AVoD)Pay-per-View

(TVoD)Free

ad-supportedstreaming

TV(FAST)Video

Downloads

(EST)11

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023Americas

has

the

biggest

market

in

Video-on-Demand

arpu(1)

in

2027Market

Size:

Regional

Comparison

(1/2)arpu(1)

forecast

inUS$197.8177.3189.9169.8200179.2161.9165.3152.1147.1138.215010050125.5121.9104.3104.984.987.384.435.781.335.277.534.472.833.268.369.866.230.98.459.428.056.957.149.147.524.739.421.346.631.218.125.715.63.521.914.38.98.99.09.06.77.74.55.60

2.820172018201920202021Americas2022Asia2023Australia2024Europe202520262027Africa12

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023With

anarpu(1)

of

338.9

US$,

United

States

is

the

biggest

market

amongselected

countries,

in

2023Market

Size:

Regional

Comparison

(2/2)arpu(1)

forecast

inUS$500473.1450.845040035030025020015010050421.9385.5338.9285.6238.5182.1156.2232.1227.5173.0150.1214.3162.6142.453.1198.9150.2133.151.9185.5179.7133.5157.0106.8147.1133.891.2120.6110.275.7102.786.760.829.9120.748.470.449.925.459.942.524.253.854.244.239.434.5020172018201920202021202220232024202520262027ChinaGermanyJapanUnitedKingdomUnitedStates13

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023Video-on-Demand

users

are

estimated

to

increase

from

2017

to

2027Market

Size:

Globalusers

forecast

inbillion3.43.53.02.52.01.51.00.50.03.33.13.02.82.82.71.22.62.32.10.61.91.61.11.61.11.51.11.41.01.30.91.10.71.00.70.80.70.50.80.70.70.60.50.60.80.80.90.80.80.70.80.70.80.70.70.50.50.60.40.50.40.420172018201920202021202220232024202520262027Advertising

(AVoD)Video

Streaming

(SVoD)Free

ad-supportedstreaming

TV(FAST)Pay-per-View

(TVoD)Video

Downloads

(EST)14Sources:Market

Insights

2023Asia

has

the

biggest

market

in

Video-on-Demand

users

in

2027Market

Size:

Regional

Comparison

(1/2)users

forecast

inbillion2.01.861.771.681.581.501.431.431.51.321.161.031.0

0.880.590.530.550.480.550.560.460.570.500.440.520.540.480.420.460.410.470.250.020.470.440.480.480.440.450.370.020.50.00.390.290.410.0220250.210.020.330.020.180.020.160.020.300.020.020.020.02201720182019202020212022Asia2023202420262027AfricaAmericasAustraliaEurope15Sources:Market

Insights

2023With

users

of

590

million,

China

is

the

biggest

market

amongselected

countries,in

2023Market

Size:

Regional

Comparison

(2/2)users

forecast

inbillion0.80.70.60.50.40.30.20.10.00.750.710.660.620.210.590.210.560.200.550.220.510.440.200.400.200.320.200.220.210.060.210.210.060.050.050.060.040.040.060.050.050.050.040.040.050.040.040.050.040.040.050.040.040.050.050.050.050.040.040.040.040.040.040.0420172018201920202021202220232024202520262027ChinaGermanyJapanUnitedKingdomUnitedStates16Sources:Market

Insights

2023Revenues

of

the

top

companies

in

the

Video-on-Demand

market

(worldwide

&consolidated)FurtherMarket

AnalysisCompany

revenues

inbillionUS$Company20172018201920202021AT&T160,55110,86177,87229,2384,9711,6937,8170,76136,82232,89265,694,5115,7948,2359,4331,273,78181,19161,86280,52260,17108,9420,1656,4669,5731,274,2171,76182,53386,14274,52103,5625168,86257,64469,82365,82116,3829,7AlphabetAmazonAppleComcast

CorporationNetflixTencent74,5465,3931,274,3TheWaltDisneyWarner

MediaiQiyi55,1429,322,5767,4217Sources:Market

Insights

2023In

2023,

Netflix

hadthe

highest

share

in

Video-on-DemandFurtherMarket

AnalysisBrand

share

in

202318Sources:Market

Insights

2023Penetration

rate

for

Video-on-Demand

is

especial

high

in

Norway

but

also

inSwedenPenetration

Rate:

Worldwide

ComparisonVideo-on-Demand

penetration

rate

percountry

in2023

in%1.2.3.4.5.Norway0.710.690.670.650.64SwedenNewZealandPuerto

RicoBelgiumlowhigh

nodata19Sources:Market

Insights

2023In2022,

Netflix

has

the

highest

amount

of

paid

subscribersSubscribers

byserviceSVoD

(Streaming

video-on-demand)

subscriberbyserviceinmillion25022113820910420820420019320015010050150

1521241018280125

124125102761009911277564841107102718789661820196463

6251

58545043403834343330292320171020188322402017202020212022Amazon

Prime

Video

subscribersNetflix

subscribersTencent

Video

subscribersiQIYI

subscribersYouTube

Premium

subscribersHBOMax

subscribersAppleTV+

subscribersHulusubscribersDisney+

subscribersYouku

subscribersParamount+

subscribers20Sources:Market

Insights

2023Netflix

invests

heavily

in

its

exclusive

contentCompany

profiles:

Netflix

(1/2)Netflix

key

factsAvailabilityof

Netflixin89

countriesRevenue:

US$31.6

billion(2022)Net

income:

US$4,492

million(2020)Founded:

1997CAGR(1):

6.7%

(2021

to2022)Paidsubscribers:

221

million(2022)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.21

Notes:(1)

CAGR:

Compound

Annual

GrowthRateSources:

Company

informationNetflix

ARPU

and

ARPU

growth

is

highest

in

the

U.S.

among

all

availablecountriesCompany

profiles:

Netflix

(2/2)Averagemonthly

revenue

perpaying

membershipinUS$13.413.513.213.313.113.112.511.511.311.011.111.29.79.69.49.29.29.29.39.19.19.29.09.0Q1

2018Q2

2018Q3

2018Q4

2018Q1

2019Q2

2019U.S.Q3

2019Q4

2019Q1

2020Q2

2020Q3

2020Q4

2020International22Sources:

Company

informationExclusive

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,

Netf