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¼¼°èÀÇ VOD(Video on Demand) ½ÃÀå ¹ßÀüThe Evolution of the Global Video on Demand Market |
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À¯·á TV¿¡¼ VOD ¼ºñ½º·ÎÀÇ ÀüȯÀÌ °¡¼ÓÈµÇ¸é¼ Àü ¼¼°è ¼ö¹é °³ÀÇ ¹Ìµð¾î ¿£ÅÍÅ×ÀÎ¸ÕÆ®(M&E) ±â¾÷µéÀÌ ÀÚü ½ºÆ®¸®¹Ö Ç÷§ÆûÀ» Ãâ½ÃÇϰí ÀÖ½À´Ï´Ù. Áö³ 5³â µ¿¾È °ø±Þ¾÷ü°¡ ±ÞÁõÇÏ¸é¼ VOD »ýŰè´Â Á¡Á¡ ´õ È¥ÀâÇÑ °ø°£À¸·Î º¯¸ðÇϰí ÀÖ½À´Ï´Ù.
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ÃÖ±Ù ¸î ³â µ¿¾È ½ÃÀåÀÇ ¼¼ºÐȻӸ¸ ¾Æ´Ï¶ó ÀÎÇ÷¹À̼ÇÀ² »ó½Â°ú °Å½Ã°æÁ¦ »óȲÀÇ ¾ÇÈ·Î ÀÎÇØ ±¸µ¶¿¡ ´ëÇÑ ÇǷΰ¨ÀÌ ³ô¾ÆÁ® ÃÖÁ¾ »ç¿ëÀÚÀÇ ¿©·¯ ½ºÆ®¸®¹Ö ¼ºñ½º¿¡ ´ëÇÑ ÁöºÒ ÀÇÇâ¿¡µµ ¿µÇâÀ» ¹ÌÄ¡°í ÀÖ½À´Ï´Ù.
±¸µ¶ ±â¹ÝÀÇ ¸ÅÃâ ¼ºÀåÀÌ Á¦ÇѵǴ °¡¿îµ¥, VOD ¾÷üµéÀº ¼öÀÍÈ Àü·«À» Çõ½ÅÇϰí ÀÖ½À´Ï´Ù. ÁÖ¿ä ½ÃÀå ÁøÃâ±â¾÷µéÀº ±¸µ¶, ±¤°í, Á¶È¸´ç ÁöºÒ(Pay-per-view) Àü·«À» °áÇÕÇÑ ÇÏÀ̺긮µå Á¢±Ù ¹æ½ÄÀ» äÅÃÇϰí ÀÖ½À´Ï´Ù. ƯÈ÷ ±¤°í´Â ½ºÆ®¸®¹Ö »ç¾÷ÀÚÀÇ ÁÖ¿ä ¼öÀÍ¿øÀÓÀÌ ÀÔÁõµÇ¾ú½À´Ï´Ù.
ƯÈ÷ ÀΰøÁö´É(AI), ´ë±Ô¸ð ¾ð¾î ¸ðµ¨(LLM), ¸Ó½Å·¯´×(ML)ÀÇ ÀÌ¿ë »ç·Ê È®´ë µî ±¤¹üÀ§ÇÑ M&E ¹× ½ºÆ®¸®¹Ö ¾÷°èÀÇ ±Þ¼ÓÇÑ ±â¼ú ¹ßÀüÀº VOD ½ÃÀå¿¡ Å« È¥¶õÀ» ¾ß±âÇϰí ÀÖ½À´Ï´Ù.
VOD ¾÷üµéÀº ÄÁÅÙÃ÷ Àü¼Û ¹× ±¤°í »ðÀÔ È¿À²È, Áö´ÉÇü Ãßõ ¿£Áø ±¸Ãà, ÄÁÅÙÃ÷ °³ÀÎÈ Çâ»ó, Ç÷§Æû ³» »ç¿ëÀÚ ÀÎÅÍ·¢¼Ç °È µîÀ» À§ÇØ AI, ML µîÀÇ ±â¼úÀ» ¿öÅ©Ç÷οì Àüü¿¡ µµÀÔÇϰí ÀÖ½À´Ï´Ù. ¿öÅ©Ç÷οì Àü¹Ý¿¡ µµÀÔÇϰí ÀÖ½À´Ï´Ù.
À̹ø Á¶»ç´Â OTT(Over The Top) ¹æ½ÄÀÇ ÁÖ¹®Çü ºñµð¿À(VOD) ¼ºñ½º, Áï °ü¸®µÇÁö ¾Ê´Â °ø¿ë ÀÎÅÍ³Ý ¿¬°áÀ» ÅëÇØ °í°´¿¡°Ô Á÷Á¢ ºñµð¿À ÄÁÅÙÃ÷¸¦ Á¦°øÇÏ´Â Á¦°ø¾÷üµé ¼¼°è ½ÃÀåÀ» ´ë»óÀ¸·Î ÇÕ´Ï´Ù. º» º¸°í¼¿¡¼´Â À§¼º ¼ºñ½º, IPTV(Internet Protocol TV), YouTube¿Í °°Àº µ¿¿µ»ó È£½ºÆÃ Ç÷§Æû, Twitch³ª Kick°ú °°Àº ¼Ò¼È ¶óÀÌºê ½ºÆ®¸®¹Ö ¼ºñ½º µî ´Ù¸¥ ¿Âµð¸Çµå µ¿¿µ»ó Àü¼Û ¼ö´ÜÀº Á¦¿ÜÇÏ¿´½À´Ï´Ù. Á¦¿ÜÇÕ´Ï´Ù.
VOD´Â »ç¿ëÀÚ°¡ Ç÷§ÆûÀÇ ¿Â¶óÀÎ ¹Ìµð¾î ¶óÀ̺귯¸®¿¡¼ ¿øÇÏ´Â ÄÁÅÙÃ÷¿¡ Áï½Ã ¾×¼¼½ºÇÏ¿© ½ºÆ®¸®¹ÖÇÒ ¼ö ÀÖ´Â Àü¼Û ½Ã½ºÅÛÀ¸·Î ±¸¼ºµÇ¾î ÀÖ½À´Ï´Ù. OTT ¸ðµ¨¿¡¼ ÃÖÁ¾ »ç¿ëÀÚ´Â °³¹æÇü ÀÎÅÍ³Ý ¿¬°á°ú ÅÂºí¸´, ³ëÆ®ºÏ, ½º¸¶Æ® TV, ½º¸¶Æ®Æù, ½ºÆ®¸®¹Ö ½ºÆ½°ú °°Àº ȣȯ °¡´ÉÇÑ ÀåÄ¡¸¦ ÅëÇØ ¸Þ¸ð¸® ¿ë·® ¾øÀ̵µ ÄÁÅÙÃ÷¿¡ ¾×¼¼½ºÇÒ ¼ö ÀÖ½À´Ï´Ù. Áö³ 10³â°£ ¼ö½Ê¾ï ¸íÀÇ »ç¿ëÀÚ°¡ ÀÌ·¯ÇÑ ¼ºñ½º¸¦ ÁÖ¿ä ¿£ÅÍÅ×ÀÎ¸ÕÆ® ä³Î·Î äÅÃÇß½À´Ï´Ù.
º» Á¶»ç¿¡¼´Â ¼¼°è VOD »ê¾÷¿¡ ´ëÇØ ½ÃÀå ¼ºÀå ÃËÁø¿äÀÎ, ¾ïÁ¦¿äÀÎ, °¡°Ý µ¿Çâ, ¼ºÀå ±âȸ µîÀÇ °üÁ¡¿¡¼ Æø³Ð°Ô ´Ù·ç°í ÀÖÀ¸¸ç, ½ÃÀåÀÇ SVOD(Subscription Video On Demand) ºÎ¹®¿¡ ´ëÇØ º¸´Ù »ó¼¼ÇÑ Á¤·®Àû ºÐ¼®À» ½Ç½ÃÇß½À´Ï´Ù. ÀÌ ºÐ¼®¿¡´Â ¸ÅÃâ, À¯·á ¶óÀ̼±½º, ¼ø ½Å±Ô ¶óÀ̼±½º ¿¹Ãø, Áö¿ªº° ½ÃÀå Á¡À¯À² ÃßÁ¤Ä¡°¡ Æ÷ÇԵ˴ϴÙ.
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New Business Models and Content are Driving Growth in Streaming Platforms
The accelerated transition from pay TV to VOD services drove hundreds of media and entertainment (M&E) companies across the globe to launch their own streaming platforms. In the past five years, the proliferation of vendors has made the VOD ecosystem an increasingly crowded space.
With more online streaming service options than ever, VOD operators need to differentiate themselves amid fierce competition. Pricing strategies, content quality, and user experience are the primary factors influencing VOD platforms' performance and ability to retain end users.
Not only has the market become more fragmented in recent years, but rising inflation rates and the worsening macroeconomic conditions have also increased subscription fatigue and impacted end users' willingness to pay for multiple streaming services at the same time.
With the limitations on subscription-based revenue growth, VOD vendors are innovating their monetization strategies. Major market participants have adopted hybrid approaches, combining subscription, advertising, and pay-per-view strategies. Advertising, in particular, has proven to be a major revenue driver for streaming operators.
Rapid technological advancements in the broader M&E and streaming industries, especially with the expansion of artificial intelligence (AI), large language models (LLM), and machine learning (ML) use cases, are causing significant disruption in the VOD market.
VOD vendors are incorporating technologies such as AI and ML across their workflows to gain efficiencies in content distribution and advertising insertion, create intelligent recommendation engines, increase content personalization, and boost user interaction on their platforms.
This study covers the global market for video on demand (VOD) services that go over the top (OTT), i.e., providers that distribute video content directly to customers over a non-managed public internet connection. This report excludes other means of delivering on-demand video, such as satellite services or Internet Protocol TV (IPTV), video-hosting platforms like YouTube, and social live-streaming services such as Twitch or Kick.
VOD consists of a distribution system that allows users to instantly access and stream their preferred content from a platform's online media library. With the OTT model, end users can access content without requiring any memory space via an open internet connection and compatible devices such as tablets, laptops, smart TVs, smartphones, or streaming sticks. During the past decade, billions of users have adopted these services as their primary entertainment channel.
This study broadly addresses the global VOD industry in terms of drivers, restraints, pricing trends, and growth opportunities, along with a more detailed quantitative analysis for the subscription video on demand (SVOD) segment of the market. This analysis includes revenue, paid licenses, and net new licenses forecast, as well as a regional market share estimation.
The Impact of the Top 3 Strategic Imperatives on the VOD Industry
Competitive Intensity
Why
Frost Perspective
Innovative Business Models
Why
Frost Perspective
Disruptive Technologies
Why
Frost Perspective
Scope of Analysis
Growth Restraints
Growth Drivers