비디오 스트리밍 시장 규모, 점유율, 동향, 예측 : 구성요소별, 스트리밍 유형별, 수익 모델별, 최종사용자별, 지역별(2025-2033년)

The video streaming market size was valued at USD 104.8 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 411.7 Billion by 2033, exhibiting a CAGR of 18.66% from 2025-2033. North America currently dominates the market, driven by the growing enhancement in streaming capabilities, increasing integration of virtual reality (VR) and augmented reality (AR) to improve user experiences, and rising utilization of mobile devices for streaming content.

The increasing availability of high-speed internet has been a cornerstone in the expansion of video streaming services. At the beginning of 2024, there were 331.1 million internet users in the United States of America, when internet penetration stood at 97.1 percent. Also, a total of 396.0 million cellular mobile connections were active in the United States during this period, with this figure equivalent to 116.2 percent of the total population. This extensive connectivity facilitates seamless streaming experiences across diverse demographics. Broadband adoption has also seen substantial growth in the country. In 2023, 79% of U.S. adults reported having high-speed broadband service at home, up from previous years. The deployment of 5G networks further enhances streaming capabilities, offering faster and more reliable connections, which is crucial for high-definition (HD) and live streaming content thus strengthening the video streaming market growth.

The United States is at the forecast in this market, leading its way to be the most dominating country. The is attributed to the increasing need among American consumers for on-demand viewing over traditional scheduled programming. This preference is reflected in the substantial revenues generated by subscription video-on-demand (SVOD) services, as an average US households spent US$61 per month on SVOD services in the year 2023. The convenience of watching content anytime has led to a decline in traditional TV viewership, with streaming platforms accounting for 41.4% of total TV usage in July 2024.

Video Streaming Market Trends:

Technological Advancements

One of the primary drivers of the video streaming market is the rapid advancement in technology. With increasing internet speeds, particularly the roll-out of 5G networks, streaming high-quality video content is becoming more feasible and efficient. This enhancement in streaming capabilities is allowing for smoother viewing experiences, reduced buffering, and higher-resolution content, which are vital for user satisfaction. Moreover, advancements in cloud computing are enabling streaming platforms to offer vast libraries of content that are accessible from virtually anywhere. A notable example is Comcast Corporation's strategic move to spin off NBCUniversal's cable networks and digital assets into a new independent company, "SpinCo," which will target 70 million U.S. households. This new entity, focused on news, sports, and entertainment, reflects the industry's shift toward utilizing technological advancements to improve content delivery. Moreover, as streaming platforms adopt innovative features like virtual reality (VR) and augmented reality (AR), the user experience continues to evolve, opening up new possibilities for immersive and interactive content consumption.

Changing Viewer Preferences

One of the key factors driving the market's expansion is the change in viewer behavior toward on-demand entertainment. Streaming services, which provide the flexibility to watch material at any time and from any location without being restricted by a set schedule, are steadily overtaking traditional broadcast television (TV). Younger consumers are especially impacted by this change, favoring streaming services because of their capacity to offer a wide variety of programs, customize material, and include social media elements for a more engaging experience. Furthermore, as streaming services are frequently geared for mobile viewing and provide a customized user experience that fits with many people's modern, on-the-go lifestyles, the trend is being accelerated by the development of mobile devices as the major way of consuming content.

Expansion of Content Libraries and Original Productions

The growth of the industry is largely fueled by the variety and extension of content libraries. To appeal to a wide range of customers with different interests, streaming services are making significant investments in obtaining a variety of material, including foreign films and TV series. In addition to drawing in a larger audience, this globalization of content makes platforms more distinctive in a crowded market. Furthermore, a lot of streaming providers are starting to prioritize making large investments in original content. By providing unique, superior material that is unavailable elsewhere, original content not only acts as a differentiator to draw in new customers but also aids in keeping hold of current ones.

Video Streaming Industry Segmentation:

Analysis by Component:

• Solution
  • IPTV
  • Over-the-top
  • Pay TV
• Services
  • Consulting
  • Managed Services
  • Training and Support

The solution segment accounts for the largest market share. It comprises internet protocol television (IPTV), over-the-top (OTT) platforms, and pay TV. IPTV, delivered over a dedicated network, offers high-quality, reliable broadcast experiences, often with the ability to integrate interactive features and video-on-demand (VOD) services. OTT platforms, on the other hand, are gaining immense popularity by offering streaming services directly over the internet, bypassing traditional distribution channels. Pay TV still holds a significant market share, especially in regions with less developed internet infrastructure. It includes traditional cable and satellite television services, offering bundled content packages. The dominance of the solutions segment is attributed to the vast viewer base that prefers diverse and accessible content offerings provided by these platforms.

Analysis by Streaming Type:

• Live/Linear Video Streaming
• Non-Linear Video Streaming

The live/linear video streaming type is dominating the market share. It refers to the real-time broadcasting of events or scheduled television content over the internet. This type of streaming is akin to traditional television (TV) broadcasts but delivered through internet protocols. The growing popularity of live streaming is driven by its ability to offer real-time engagement and immediacy, making it highly attractive for sports events, live concerts, news, and special live broadcasts. The increased adoption of this format by social media platforms and dedicated live-streaming services is propelling its growth. Additionally, the integration of interactive features like live chats and instant feedback is enhancing viewer engagement, making live/linear streaming a preferred choice for events requiring real-time participation thereby creating a video streaming market outlook.

Analysis by Revenue Model:

• Subscription
• Transactional
• Advertisement
• Hybrid

The subscription revenue model leads the market share. It operates on a basis where users pay a recurring fee to access the content library of a platform. Its popularity stems from its value proposition of providing extensive content at a predictable cost, eliminating the need for individual purchases. Additionally, the recurrent revenue stream of the model provides platforms with a stable financial base, facilitating further investment in content acquisition and technology enhancements. This model appeals to people seeking a comprehensive and continuous entertainment experience without the interruption of advertisements.

Analysis by End User:

• Personal
• Commercial

The personal segment dominates the video streaming market share. It comprises private users who access video streaming services for their own amusement and convenience. The increasing popularity of on-demand entertainment, made possible by the widespread availability of high-speed internet and the development of smart devices such as smartphones, tablets, and smart TVs, is driving this segment's domination. Movies, TV series, documentaries, and user-generated material are among the many types of content that are available to personal users who often subscribe to or access video streaming services. Users may view their favorite material at any time and from any location because to the segment's ease, flexibility, and tailored content.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

Based on the video streaming market forecast, North America dominance in this market is a result of the region's high penetration rates of streaming services, driven by the presence of major players. The rising focus on content diversification and original production is strengthening the market growth. Technological advancements and high internet speeds support the consumption of high-definition and 4K content. The trend towards cord-cutting, where people move away from traditional cable television (TV) to online streaming options, is also prominent in this region. Additionally, there is an increasing interest in niche and specialized streaming services catering to specific interests or demographics.

Key Regional Takeaways:

United States Video Streaming Market Analysis

The U.S. video streaming market is on an upswing due to a burgeoning demand for on-demand content among consumers and advances in technology. According to an industrial report, the U.S. number of streaming video subscribers increased to 235 million in 2023, representing a 5% rise compared to 2022. The market witnessed one major announcement in Comcast Corporation's plan to establish a new publicly traded company called SpinCo, where NBCUniversal's cable networks such as USA Network, CNBC, MSNBC, Oxygen, and more will be housed. It will bring together a combined reach of about 70 million U.S. households in one of the most competitive markets out there, streaming and television space. This spin-off will therefore bolster Comcast's ability to offer diversified and high-quality news, sports, and entertainment offerings to its customers, ultimately helping it maintain its strong leadership position in the fast-changing media landscape. With shifting consumer preferences toward streaming, Comcast's strategic move is reflective of rising demand for a diverse content offering.

Asia Pacific Video Streaming Market Analysis

The Asia Pacific video streaming market is growing rapidly due to rising disposable incomes, improving connectivity, and a rich content landscape. The region is expected to add 93 million SVOD subscriptions by 2029, reaching 687 million subscriptions, up from 594 million in 2023. China will lead this expansion, generating 378 million subscriptions by 2029. India will contribute 22 million, followed by Japan (14 million), South Korea (9 million), and Indonesia (8 million). Although China has limited access to the United States' streaming outlets, Netflix and Prime Video will still lead in regions, with 61.9 million and 55.8 million subscribers each. The region-specific sites also continue to expand from the local streaming platforms for UNext in Japan, and Disney+ Hotstar in India, with some offering region-specific content for diversity. By 2029, Asia Pacific's SVOD revenue is projected to reach US$ 49 billion, local, and international players adjusting to regional preferences.

Europe Video Streaming Market Analysis

A news article reports that U.S. video streaming platforms lead the Europe's streaming landscape, while Netflix, Prime Video, and Disney+ make up 85% of all the viewership in streaming. Despite the U.S. content dominating the screen, the European productions take up 30% of the SVOD viewing time, while EU-made content takes up 21%. Netflix has managed to meet the EU's 30% local content mandate, which is meant to ensure that European works are appropriately represented. Data from the European Audiovisual Observatory has shown that streaming services, such as Netflix and Amazon Prime Video, are increasingly making investments in European content, with Netflix offering about 30% European titles across most of the EU. However, countries like the U.K. and Ireland are slightly below this quota. Despite regulatory pressure, U.S. streamers continue to garner significant market share, wherein a large portion of their catalogues are comprised of European content not national in nature.

Latin America Video Streaming Market Analysis

The Latin American video streaming market is growing rapidly, spurred by an increase in internet penetration and changing consumer behavior. Notably, NBC News Now started operations in Mexico and Brazil to be the first US-based news channel streamed in Samsung TV+ channels. This development underscores the increase in digital media consumption in Latin America, where streaming adoption is almost universal, with Mexico at 96.9% and Brazil at 95.8% above the global average, according to GWI. In Brazil, where internet users spend an average of 2 hours and 40 minutes daily with online press, NBC News Now is ready to take advantage of this trend, with ad-supported, free-to-access news content. This aligns well with the demand for credible, digital-first news sources in the region.

Middle East and Africa Video Streaming Market Analysis

Video streaming is growing rapidly across the Middle East and Africa amid a shift in entertainment patterns and an increasing mobile internet penetration trend. As per a news article, leading the growth are the UAE, Saudi Arabia, and South Africa, where, interestingly, Saudi Arabia had streaming subscription growth of 20% just in 2023. Tapping local content is a clear focus area, with platforms such as Shahid in the Middle East and Showmax in South Africa offering region-specific shows. The growth in 4G and 5G networks is also providing improvements in video streaming, as has been seen in countries such as Egypt and Kenya. Growth in streaming subscriptions is also spurred by an increasing number of tech-savvy young consumers, contributing to the region's robust growth in the area. Local partnerships, along with international agreements, will be crucial in providing expanded access and reach for such services.

Competitive Landscape:

Key players in the video streaming market are actively engaging in strategies to enhance user experience and expand their market presence. This includes investing heavily in original content production to offer exclusive and diverse programming, which is crucial for attracting and retaining subscribers. Additionally, top companies are leveraging advanced technologies like artificial intelligence (AI) and machine learning (ML) for personalized content recommendations, improving user engagement. There's also a focus on expanding global reach, with platforms increasingly offering content tailored to regional tastes and languages. Partnerships with content creators, telecom operators, and hardware manufacturers are common to enhance distribution and accessibility. Moreover, top companies are experimenting with different pricing models and subscription plans to cater to a broader range of viewers, including offering ad-supported versions or mobile-only subscriptions in price-sensitive markets. This multifaceted approach reflects the dynamic and competitive nature of the video streaming industry.

The report provides a comprehensive analysis of the competitive landscape in the video streaming market with detailed profiles of all major companies, including:

• Akamai Technologies
• Amazon.com, Inc.
• Apple Inc.
• Brightcove Inc.
• Comcast Corporation
• Google LLC (Alphabet Inc.)
• Hulu LLC (The Walt Disney Company)
• Image Future Investment (HK) Limited
• International Business Machines Corporation
• Kaltura
• Netflix Inc.
• WarnerMedia Direct, LLC
• Wowza Media Systems LLC

Key Questions Answered in This Report

• 1.What is video streaming?
• 2.How big is the video streaming market?
• 3.What is the forecast for video streaming industry?
• 4.What are the key factors driving the global video streaming market?
• 5.What is the leading segment of the global video streaming market based on component?
• 6.What is the leading segment of the global video streaming market based on streaming type?
• 7.What is the leading segment of the global video streaming market based on revenue model?
• 8.What is the leading segment of the global video streaming market based on end user?
• 9.What are the key regions in the global video streaming market?
• 10.Who are the key players/companies in the global video streaming market?
• 11.What is the outlook for the video streaming industry?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

• 4.1 Overview
• 4.2 Key Industry Trends

5 Global Video Streaming Market

• 5.1 Market Overview
• 5.2 Market Performance
• 5.3 Impact of COVID-19
• 5.4 Market Forecast

6 Market Breakup by Component

• 6.1 Solution
  • 6.1.1 Market Trends
  • 6.1.2 Key Segments
    • 6.1.2.1 IPTV
    • 6.1.2.2 Over-the-top
    • 6.1.2.3 Pay TV
  • 6.1.3 Market Forecast
• 6.2 Services
  • 6.2.1 Market Trends
  • 6.2.2 Key Segments
    • 6.2.2.1 Consulting
    • 6.2.2.2 Managed Services
    • 6.2.2.3 Training and Support
  • 6.2.3 Market Forecast

7 Market Breakup by Streaming Type

• 7.1 Live/Linear Video Streaming
  • 7.1.1 Market Trends
  • 7.1.2 Market Forecast
• 7.2 Non-Linear Video Streaming
  • 7.2.1 Market Trends
  • 7.2.2 Market Forecast

8 Market Breakup by Revenue Model

• 8.1 Subscription
  • 8.1.1 Market Trends
  • 8.1.2 Market Forecast
• 8.2 Transactional
  • 8.2.1 Market Trends
  • 8.2.2 Market Forecast
• 8.3 Advertisement
  • 8.3.1 Market Trends
  • 8.3.2 Market Forecast
• 8.4 Hybrid
  • 8.4.1 Market Trends
  • 8.4.2 Market Forecast

9 Market Breakup by End User

• 9.1 Personal
  • 9.1.1 Market Trends
  • 9.1.2 Market Forecast
• 9.2 Commercial
  • 9.2.1 Market Trends
  • 9.2.2 Market Forecast

10 Market Breakup by Region

• 10.1 North America
  • 10.1.1 United States
    • 10.1.1.1 Market Trends
    • 10.1.1.2 Market Forecast
  • 10.1.2 Canada
    • 10.1.2.1 Market Trends
    • 10.1.2.2 Market Forecast
• 10.2 Asia-Pacific
  • 10.2.1 China
    • 10.2.1.1 Market Trends
    • 10.2.1.2 Market Forecast
  • 10.2.2 Japan
    • 10.2.2.1 Market Trends
    • 10.2.2.2 Market Forecast
  • 10.2.3 India
    • 10.2.3.1 Market Trends
    • 10.2.3.2 Market Forecast
  • 10.2.4 South Korea
    • 10.2.4.1 Market Trends
    • 10.2.4.2 Market Forecast
  • 10.2.5 Australia
    • 10.2.5.1 Market Trends
    • 10.2.5.2 Market Forecast
  • 10.2.6 Indonesia
    • 10.2.6.1 Market Trends
    • 10.2.6.2 Market Forecast
  • 10.2.7 Others
    • 10.2.7.1 Market Trends
    • 10.2.7.2 Market Forecast
• 10.3 Europe
  • 10.3.1 Germany
    • 10.3.1.1 Market Trends
    • 10.3.1.2 Market Forecast
  • 10.3.2 France
    • 10.3.2.1 Market Trends
    • 10.3.2.2 Market Forecast
  • 10.3.3 United Kingdom
    • 10.3.3.1 Market Trends
    • 10.3.3.2 Market Forecast
  • 10.3.4 Italy
    • 10.3.4.1 Market Trends
    • 10.3.4.2 Market Forecast
  • 10.3.5 Spain
    • 10.3.5.1 Market Trends
    • 10.3.5.2 Market Forecast
  • 10.3.6 Russia
    • 10.3.6.1 Market Trends
    • 10.3.6.2 Market Forecast
  • 10.3.7 Others
    • 10.3.7.1 Market Trends
    • 10.3.7.2 Market Forecast
• 10.4 Latin America
  • 10.4.1 Brazil
    • 10.4.1.1 Market Trends
    • 10.4.1.2 Market Forecast
  • 10.4.2 Mexico
    • 10.4.2.1 Market Trends
    • 10.4.2.2 Market Forecast
  • 10.4.3 Others
    • 10.4.3.1 Market Trends
    • 10.4.3.2 Market Forecast
• 10.5 Middle East and Africa
  • 10.5.1 Market Trends
  • 10.5.2 Market Breakup by Country
  • 10.5.3 Market Forecast

11 SWOT Analysis

• 11.1 Overview
• 11.2 Strengths
• 11.3 Weaknesses
• 11.4 Opportunities
• 11.5 Threats

12 Value Chain Analysis

13 Porters Five Forces Analysis

• 13.1 Overview
• 13.2 Bargaining Power of Buyers
• 13.3 Bargaining Power of Suppliers
• 13.4 Degree of Competition
• 13.5 Threat of New Entrants
• 13.6 Threat of Substitutes

14 Price Analysis

15 Competitive Landscape

• 15.1 Market Structure
• 15.2 Key Players
• 15.3 Profiles of Key Players
  • 15.3.1 Akamai Technologies
    • 15.3.1.1 Company Overview
    • 15.3.1.2 Product Portfolio
    • 15.3.1.3 Financials
    • 15.3.1.4 SWOT Analysis
  • 15.3.2 Amazon.com, Inc.
    • 15.3.2.1 Company Overview
    • 15.3.2.2 Product Portfolio
    • 15.3.2.3 Financials
    • 15.3.2.4 SWOT Analysis
  • 15.3.3 Apple Inc.
    • 15.3.3.1 Company Overview
    • 15.3.3.2 Product Portfolio
    • 15.3.3.3 Financials
    • 15.3.3.4 SWOT Analysis
  • 15.3.4 Brightcove Inc.
    • 15.3.4.1 Company Overview
    • 15.3.4.2 Product Portfolio
    • 15.3.4.3 Financials
  • 15.3.5 Comcast Corporation
    • 15.3.5.1 Company Overview
    • 15.3.5.2 Product Portfolio
    • 15.3.5.3 Financials
    • 15.3.5.4 SWOT Analysis
  • 15.3.6 Google LLC (Alphabet Inc.)
    • 15.3.6.1 Company Overview
    • 15.3.6.2 Product Portfolio
    • 15.3.6.3 SWOT Analysis
  • 15.3.7 Hulu LLC (The Walt Disney Company)
    • 15.3.7.1 Company Overview
    • 15.3.7.2 Product Portfolio
  • 15.3.8 Image Future Investment (HK) Limited
    • 15.3.8.1 Company Overview
    • 15.3.8.2 Product Portfolio
    • 15.3.8.3 Financials
    • 15.3.8.4 SWOT Analysis
  • 15.3.9 International Business Machines Corporation
    • 15.3.9.1 Company Overview
    • 15.3.9.2 Product Portfolio
    • 15.3.9.3 Financials
    • 15.3.9.4 SWOT Analysis
  • 15.3.10 Kaltura
    • 15.3.10.1 Company Overview
    • 15.3.10.2 Product Portfolio
  • 15.3.11 Netflix Inc.
    • 15.3.11.1 Company Overview
    • 15.3.11.2 Product Portfolio
    • 15.3.11.3 Financials
    • 15.3.11.4 SWOT Analysis
  • 15.3.12 WarnerMedia Direct, LLC
    • 15.3.12.1 Company Overview
    • 15.3.12.2 Product Portfolio
    • 15.3.12.3 Financials
    • 15.3.12.4 SWOT Analysis
  • 15.3.13 Wowza Media Systems LLC
    • 15.3.13.1 Company Overview
    • 15.3.13.2 Product Portfolio
    • 15.3.13.3 Financials
    • 15.3.13.4 SWOT Analysis