소셜 TV 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the social tV market size was valued at USD 4.93 billion in 2025 and estimated to grow from USD 5.53 billion in 2026 to reach USD 9.58 billion by 2031, at a CAGR of 11.61% during the forecast period (2026-2031).

This report is Segmented by Component (Software Platforms, Social TV Analytics Tools, and More), Application (Targeted Advertising and Sponsorship, and More), Device/Platform (Web Browser Interfaces, Gaming Consoles, and More), Deployment Model (Cloud, On-Premise/Edge), End User (Advertisers and Brands, Content Production Studios, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Social TV Market Trends and Insights

AI-Powered Personalized Content Recommendations

Recommendation engines are shifting from scheduled updates to continuous behavioral modeling that refreshes suggestions in real time, turning discovery into an intent-driven service. Streaming hours devoted to creator-led shows on The Roku Channel climbed almost 80% year over year in 2025, reflecting consumer appetite for authentic narratives. Disney's agreement to use OpenAI's Sora for 200 iconic characters shows how generative AI can lower production costs while localizing assets at scale. Yet 58% of viewers report difficulty telling real from synthetic content, nudging 36% of advertisers to shift dollars from social media toward perceived-safer CTV environments. Platforms that couple AI personalization with first-party data are therefore positioned to sustain both user loyalty and advertiser trust.

Programmatic CTV Ad-Spend Boom

Supply-side integrations now let buyers activate campaigns across scattered inventory with a single insertion order, propelling programmatic to an expected 50% of all CTV deals in 2026. Brightcove's tie-up with Magnite demonstrates how enriched metadata boosts fill rates and clears unsold spots. In Southeast Asia, open programmatic CTV spend jumped 43% year on year in Q1 2025 as 57% of marketers reallocated at least 40% of budgets to connected screens. Despite growth, one quarter of incremental funds move from social and search, creating a creative-asset gap for smaller brands that lack broadcast-quality footage.

Tightening Privacy and Data-Usage Regulations

GDPR, the California Consumer Privacy Act, and new state-level statutes force platforms to rely on consented data and contextual cues, lifting compliance overheads while shrinking behavioral pools. Divergent global rules further complicate workflows, as South Korea enforces strict opt-in policies while Southeast Asia applies lighter-touch regimes. Advertisers shifting spend into CTV increasingly cite transparency and brand safety as decision filters, so providers that certify against ISO 27001 and similar frameworks gain an edge.

Other drivers and restraints analyzed in the detailed report include:

1. 5G-Enabled Synchronous Second-Screen Experiences
2. Shoppable and Social-Commerce Integrations
3. Low ARPU in Emerging Markets Limits Monetization

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Software platforms accounted for 44.19% of 2025 revenue, anchored by content-management suites, recommendation engines, and interactive overlay builders that let broadcasters add polls and live chat without rewiring linear workflows. Talkwalker Social Content Ratings, which absorbs Nielsen's legacy product, tracks conversations across 172 networks and streaming services, giving programmers a way to prove amplification value to sponsors. The Social TV market share held by analytics tools remains modest today, yet the segment is projected to post a 12.43% CAGR as rights owners translate raw fan chatter into sellable inventory. Platforms fuse natural-language processing with computer vision so that real-time sentiment can influence midroll pricing in under a second. Vendors also bundle tiered dashboards that benchmark performance against competitive shows, a feature that reduces reporting labor for resource-starved local stations.

Leading cloud vendors position analytics modules as add-ons to core playout services, limiting the need for point solutions. Amagi NOW's AI Artwork Engine, launched in March 2026, cuts asset turnaround times from days to minutes by automatically generating thumbnails for CTV, mobile, and social, fixing a bottleneck that once slowed multichannel release. Early adopters such as YES Network's Gotham Sports app reported a 38% jump in average unique streams per game after layering sentiment-rich trivia into live baseball. Because advertisers pay premiums for inventory verified by second-screen buzz, analytics tools are becoming central to the social TV market economic stack.

Audience engagement and community-building accounted for 35.43% of 2025 spend, driven by watch parties, quiz overlays, and fandom badges that reward streak viewership. Yet commerce and shoppable TV applications are now advancing at a 12.78% CAGR, the highest in the segment hierarchy. Walmart's VIZIO OS unification lets 150 million weekly shoppers move from discovery to one-click checkout on the living-room screen. Roku Action Ads, paired with Shopify, raised LolaVie's sales by 40% and proved that television can equal cart-conversion rates once exclusive to social feeds. The social TV market size tied to community features still matters because interactive chats extend average viewing time, thereby indirectly boosting ad impressions.

Yet monetization efficiency skews toward commerce experiences that shorten the funnel from inspiration to purchase. NBC Universal data show that shoppable activations boosted engagement by 378% across the portfolio of shows between Q3 2023 and Q4 2024, confirming that retail hooks lift, rather than cannibalize, content retention. Bell Media's Shopsense AI produces curated storefronts around cooking and sports programs, with 62.7% of viewers discovering at least one new product, evidence that contextual merchandising resonates. As payment credentials proliferate within TV operating systems, the commerce segment is expected to add the largest absolute dollars to the social TV market by 2031.

Geography Analysis

North America retained 34.89% of 2025 revenue, buoyed by high ARPU and mature programmatic rails. Connected-TV ad spend is projected to hit about USD 38 billion in 2026, up 13.8% year over year, with 70% of advertisers lifting budgets by 17% on average. Commerce integrations such as Walmart's VIZIO OS single-sign-on already link streaming exposure to in-store sales, boosting incremental reach for brands like Cafe Bustelo by 98%. Widespread 5G helps synchronize second-screen augmentations across large-scale sports broadcasts.

Europe shows parallel infrastructure yet operates under stiffer privacy rules. GDPR clauses that restrict behavioral retargeting push platforms to invest in contextual engines, adding cost but also creating a quality moat. Joint Industry Committee standards move slowly, leaving buyers to juggle multiple measurement currencies, a pain point restraining spend velocity across the region. Southeast Asian audiences prefer domestic storylines, pushing regional OTTs to weave social features around culturally relevant IP.

Asia-Pacific, forecast to climb at a 12.49% CAGR to 2031, will add almost 100 million connected-TV households outside China, led by India and Japan. Open programmatic spend in Southeast Asia jumped 43% year on year in Q1 2025, signaling that demand-side platforms are closing fragmentation gaps. South America and the Middle East and Africa wrestle with low ARPU, pushing telco-bundled micro-subscriptions as stopgaps. Still, marquee football and cricket fixtures generate CPMs two to five times above entertainment baselines, ensuring that high-value live windows continue to move the social TV market needle in emerging regions.

1. Brightcove Inc.
2. Kaltura Inc.
3. Khoros LLC
4. Conviva Inc.
5. Grabyo Ltd.
6. Sceenic Ltd.
7. LiveLike Interactive, Inc.
8. Never.no AS
9. Flowics Inc.
10. Amobee, Inc.
11. Red Bee Media Ltd.
12. Viaccess-Orca SA
13. Yidio LLC
14. Youtoo Technologies LLC
15. TiVo Corporation
16. Gracenote, Inc.
17. ScreenHits TV Ltd.
18. Amagi Corporation
19. Streann Media, Inc.
20. Magnite, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 AI-Powered Personalised Content Recommendations
  • 4.2.2 Programmatic CTV Ad-Spend Boom
  • 4.2.3 5G-Enabled Synchronous Second-Screen Experiences
  • 4.2.4 Shoppable and Social-Commerce Integrations
  • 4.2.5 Real-Time Audience Sentiment as a Trading Currency
  • 4.2.6 Strategic Alliances Between OTT Platforms and Social Networks
• 4.3 Market Restraints
  • 4.3.1 Tightening Privacy / Data-Usage Regulations
  • 4.3.2 Fragmented Device and OS Ecosystem
  • 4.3.3 Lack of Unified Cross-Platform Measurement Standards
  • 4.3.4 Low ARPU in Emerging Markets Limits Monetisation
• 4.4 Industry Value-Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Impact of Macroeconomic Factors on the Market
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Component
  • 5.1.1 Software Platforms
  • 5.1.2 Services
  • 5.1.3 Hardware / Smart-TV Solutions
  • 5.1.4 Social TV Analytics Tools
• 5.2 By Application
  • 5.2.1 Audience Engagement and Community Building
  • 5.2.2 Targeted Advertising and Sponsorship
  • 5.2.3 Content Discovery and Recommendations
  • 5.2.4 Social Gaming / Interactive Programming
  • 5.2.5 Commerce and Shoppable TV
• 5.3 By Device / Platform
  • 5.3.1 Smart TVs and Connected-TV OS
  • 5.3.2 Mobile and Tablet Second-Screen Apps
  • 5.3.3 Streaming Media Players and Set-Top Boxes
  • 5.3.4 Web Browser Interfaces
  • 5.3.5 Gaming Consoles
• 5.4 By Deployment Model
  • 5.4.1 Cloud
  • 5.4.2 On-Premise / Edge
• 5.5 By End User
  • 5.5.1 Broadcasters and Pay-TV Operators
  • 5.5.2 OTT and Streaming Service Providers
  • 5.5.3 Advertisers and Brands
  • 5.5.4 Content Production Studios
  • 5.5.5 Sports Leagues and Event Owners
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 Europe
    • 5.6.2.1 Germany
    • 5.6.2.2 United Kingdom
    • 5.6.2.3 France
    • 5.6.2.4 Russia
    • 5.6.2.5 Rest of Europe
  • 5.6.3 Asia-Pacific
    • 5.6.3.1 China
    • 5.6.3.2 Japan
    • 5.6.3.3 India
    • 5.6.3.4 South Korea
    • 5.6.3.5 Australia
    • 5.6.3.6 Rest of Asia-Pacific
  • 5.6.4 Middle East and Africa
    • 5.6.4.1 Middle East
      • 5.6.4.1.1 Saudi Arabia
      • 5.6.4.1.2 United Arab Emirates
      • 5.6.4.1.3 Rest of Middle East
    • 5.6.4.2 Africa
      • 5.6.4.2.1 South Africa
      • 5.6.4.2.2 Egypt
      • 5.6.4.2.3 Rest of Africa
  • 5.6.5 South America
    • 5.6.5.1 Brazil
    • 5.6.5.2 Argentina
    • 5.6.5.3 Rest of South America

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Brightcove Inc.
  • 6.4.2 Kaltura Inc.
  • 6.4.3 Khoros LLC
  • 6.4.4 Conviva Inc.
  • 6.4.5 Grabyo Ltd.
  • 6.4.6 Sceenic Ltd.
  • 6.4.7 LiveLike Interactive, Inc.
  • 6.4.8 Never.no AS
  • 6.4.9 Flowics Inc.
  • 6.4.10 Amobee, Inc.
  • 6.4.11 Red Bee Media Ltd.
  • 6.4.12 Viaccess-Orca SA
  • 6.4.13 Yidio LLC
  • 6.4.14 Youtoo Technologies LLC
  • 6.4.15 TiVo Corporation
  • 6.4.16 Gracenote, Inc.
  • 6.4.17 ScreenHits TV Ltd.
  • 6.4.18 Amagi Corporation
  • 6.4.19 Streann Media, Inc.
  • 6.4.20 Magnite, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment