소셜 비디오 플랫폼 : AV 산업은 위기에 있는가?

This report examines the market for social video platforms and their impact on the audiovisual entertainment sector, integrating the 'creator economy'* into the study.

The first part presents the main trends in digital advertising revenues, focusing on video and the growing use of social video.

Next, the offerings and positioning of the major players in this environment (YouTube, TikTok, Facebook, Instagram, Snapchat, Twitch) are presented in the form of detailed profiles. Case studies illustrate the strategies employed by the most popular creators and audiovisual industry professionals, platform by platform.

Finally, the market outlook and challenges are discussed in terms of the evolution of video formats, the growing role of Smart TV, the development of the creative economy, and the opportunities and threats in the market-particularly for professional entertainment players. Forecasts for the digital video advertising market up to 2029 are also provided

Table of Contents

1. Executive summary

2. Market dynamics

• 2.1. Digital video advertising market
• 2.2. The uses of social video

3. Player profiles

• 3.1 YouTube
• 3.2. TikTok
• 3.3. Facebook - Instagram - Meta
• 3.4. Snapchat
• 3.5. Twitch

4. Challenges and prospects

• 4.1. Standardization of video formats for platforms
• 4.2 YouTube and TikTok step up their Smart TV initiatives
• 4.3. Social video platforms as a medium for content creators
• 4.4. Unification of the digital video advertising market
• 4.5. Opportunities for TV channels and rights holders
• 4.6. What are the dynamics for social video platforms?
• 4.7. Digital (video) advertising market forecasts to 2029