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

According to Mordor Intelligence, the mobile TV market size is expected to increase from USD 15.62 billion in 2025 to USD 16.85 billion in 2026 and reach USD 24.65 billion by 2031, growing at a CAGR of 7.9% over 2026-2031.

This report is Segmented by Delivery Platform (OTT Unicast Streaming, and More), Device Type (Tablets, and More), Revenue Model (SVOD, and More), Content Type (Entertainment and Movies, and More), Network Technology (4G LTE, and More), Operating System (iOS, and More), Viewing Context (On-Demand Playback, and More), and Geography (North America, and More). The Market Forecasts are Provided in Terms of Value (USD).

Global Mobile TV Market Trends and Insights

Expansion of 5G Mid-Band Networks

Nationwide 5G rollouts are enabling sustained throughput above 500 Mbps, which supports simultaneous 4K streams and interactive overlays. South Korea reported 17.49 million 5G subscribers in 2025 with average download speeds of 1,064 Mbps, allowing 2 million concurrent viewers of K-League matches on Coupang Play. U.S. carriers completed C-band deployments the same year, and early 5G Broadcast trials delivered FIFA World Cup feeds to thousands without per-stream cost penalties. Lower delivery costs let operators reinvest savings in exclusive rights or zero-rated bundles, spurring subscriber growth.

Rise Of Hybrid AVOD + SVOD Monetization

Platforms now layer ad-supported plans beneath premium tiers to maximize reach while preserving high-ARPU subscribers. Netflix and Disney+ shifted large portions of 2025 sign-ups to lower-priced ad tiers, noting lower churn compared with SVOD-only cohorts. Paramount's Pluto TV achieved profitability with over 250 FAST channels by keeping per-stream costs below USD 0.10. Hybrid models combat saturation in developed regions and improve affordability in emerging markets where willingness to pay remains limited.

Escalating Content-Licensing Inflation

Via LA raised annual H.264 patent-pool caps to USD 4.5 million in 2025, up 29% since 2022. Hollywood studios simultaneously lengthened exclusive theatrical windows, delaying availability on mobile SVOD services. Rising rights costs squeeze margins because mobile users churn quickly when catalogs shrink. Several platforms have pivoted toward originals, yet CJ ENM's heavy investment still produced an operating loss in Q4 2025, underscoring execution risk.

Other drivers and restraints analyzed in the detailed report include:

1. Smartphone Affordability In Emerging Markets
2. Telco-Satellite Aggregation For Live Events
3. Regulatory Backlash On Data Zero-Rating

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

Segment Analysis

Unicast OTT accounted for 72.1% of revenue in 2025, yet 5G Broadcast is projected to expand at a 9.4% CAGR. Operators favor eMBMS because one transmission serves unlimited viewers, cutting peak costs. U.S. spectrum allocations of 60 MHz in mid-band spectrum support commercial trials. Carrier-billed TV-everywhere retains niche relevance for live news and sports bundles, while satellite-hybrid paths cover rural zones where fiber is scarce.

eMBMS performance parity with unicast, sub-200 ms latency for 1080p60, was proven during the 2025 World Cup trials. Regulatory momentum in the European Broadcasting Union for cross-border standards may accelerate adoption. Traditional broadcasters transitioning to direct apps, such as Globo-owned GloboPop, highlight a shift from wholesale carriage to consumer ownership.

Smartphones captured 82.8% of 2025 revenue and remain the core viewing device of the mobile TV market. Wearables, including VR and AR glasses, are forecast to rise 9.1% CAGR as products like Meta's USD 799 Ray-Ban Display and Apple's forthcoming N50 under USD 1,000 improve mobility. Tablets serve communal and educational niches, while video-capable feature phones bridge affordability gaps. The increasing adoption of smartphones and wearables is driven by advancements in technology, affordability, and the growing demand for on-the-go entertainment solutions.

Wearables require new video ratios and spatial audio, prompting content teams to rethink production. Netflix introduced a vertical-clip feed in April 2026, meeting portrait-first habits, while Apple's Vision Pro triggered early developer interest in 3D storytelling despite limited adoption. The shift towards wearables and immersive technologies is expected to redefine content creation strategies, with companies investing in innovative formats to cater to evolving consumer preferences.

SVOD represented 49.3% of 2025 revenue, but hybrid freemium and FAST are advancing at a 9.7% CAGR. The Subscription Video on Demand (SVOD) segment continues to dominate the market, driven by its ability to offer premium content and exclusive releases. However, the growth of hybrid freemium models and Free Ad-Supported Streaming Television (FAST) platforms is reshaping the competitive landscape. Pluto TV exemplifies the lean-cost economics of FAST platforms, which sustain profitability even at low Average Revenue Per User (ARPU). Major players like Netflix and Disney+ have introduced ad-supported tiers, which have proven effective in reducing subscriber churn and expanding their audience reach. Pay-per-view remains relevant for high-profile events, such as UFC fights priced at USD 70-80 per event, although its market share is gradually declining.

Regulations currently allow hybrid models, yet privacy rules cap behaviorally targeted ads, nudging platforms toward contextual placement. Privacy regulations, particularly in developed markets, limit the use of behaviorally targeted advertisements, compelling platforms to adopt contextual ad placements instead. For emerging markets, free tiers paired with shoppable commerce links monetize audiences that previously pirated content. In these regions, platforms are leveraging innovative monetization strategies, such as integrating e-commerce links into free-tier content, to capture revenue from audiences that historically relied on pirated material.

Geography Analysis

Asia-Pacific led with 35.8% of 2025 revenue and will keep the highest 8.8% CAGR to 2031. China's 1.2 billion monthly mobile video users across Tencent Video, iQIYI, and Douyin form the largest single-country opportunity. India's prepaid bundles that feature cricket rights maintain subscriber momentum, and South Korea's rapid AVOD growth points to the maturation of hybrid models. Japan emphasizes anime, forcing global streamers to license local IP.

North America and Europe grow more slowly but still account for roughly 55% of revenue combined. A USD 111 billion merger between Paramount and Warner Bros. Discovery, announced in 2026, illustrates consolidation pressure. EU net-neutrality enforcement eliminates zero-rating, requiring platforms to invest in quality of experience rather than free data to stand out.

South America, the Middle East, and Africa present 7-8% CAGR prospects, though infrastructure and income gaps remain. Globo's April 2026 launch of GloboPop in Brazil displays regional broadcasters' pivot to curated vertical video. Gulf states invest in satellite backhaul to guarantee coverage of global tournaments, while subsidized USD 40 smartphones in Nigeria, Kenya, and Tanzania catalyze first-time streaming.

1. Netflix, Inc.
2. Amazon.com, Inc.
3. Google LLC
4. The Walt Disney Company
5. Apple Inc.
6. Tencent Holdings Ltd.
7. Baidu, Inc.
8. Alibaba Group Holding Ltd.
9. Hulu, LLC
10. Warner Bros. Discovery, Inc.
11. Paramount Global
12. Rakuten Group, Inc.
13. Reliance Industries Limited
14. Kuaishou Technology
15. SEA Ltd.
16. PCCW Ltd.
17. Globo Comunicacao e Participacoes S.A.
18. CJ ENM Co., Ltd.
19. Eros International Plc
20. TelevisaUnivision 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 Expansion of 5G Mid-Band Networks
  • 4.2.2 Rise of Hybrid AVOD + SVOD Monetisation
  • 4.2.3 Smartphone Affordability in Emerging Markets
  • 4.2.4 Telco-Satellite Aggregation for Live Events
  • 4.2.5 Edge-Native AI Predictive Pre-Caching
  • 4.2.6 Shoppable Video Integration Boosting ARPU
• 4.3 Market Restraints
  • 4.3.1 Escalating Content-Licensing Inflation
  • 4.3.2 Spectrum Scarcity for eMBMS Broadcast
  • 4.3.3 Regulatory Backlash on Data Zero-Rating
  • 4.3.4 Battery-Thermal Limits on 6 GHz Streaming
• 4.4 Industry Value Chain Analysis
• 4.5 Impact of Macroeconomic Factors on the Market
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Bargaining Power of Suppliers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Delivery Platform
  • 5.1.1 OTT/Unicast Streaming
  • 5.1.2 Carrier-Billed TV-Everywhere
  • 5.1.3 5G Broadcast (eMBMS)
  • 5.1.4 Satellite-Terrestrial Hybrid
• 5.2 By Device Type
  • 5.2.1 Smartphones
  • 5.2.2 Tablets
  • 5.2.3 Feature Phones
  • 5.2.4 Connected Wearables (VR/AR Glasses)
• 5.3 By Revenue Model
  • 5.3.1 Subscription Video-on-Demand (SVOD)
  • 5.3.2 Advertising Video-on-Demand (AVOD)
  • 5.3.3 Transactional (TVOD/PPV)
  • 5.3.4 Hybrid (Freemium and FAST)
• 5.4 By Content Type
  • 5.4.1 Entertainment and Movies
  • 5.4.2 Live Sports
  • 5.4.3 News and Information
  • 5.4.4 Education and Kids
• 5.5 By Network Technology
  • 5.5.1 4G/LTE
  • 5.5.2 5G NR
  • 5.5.3 Wi-Fi 6/6E
  • 5.5.4 Legacy 3G/2G
• 5.6 By Operating System
  • 5.6.1 Android
  • 5.6.2 iOS
  • 5.6.3 HarmonyOS and Other Operating Systems
• 5.7 By Viewing Context
  • 5.7.1 On-Demand Playback
  • 5.7.2 Live Linear Streaming
  • 5.7.3 Download-to-Go
• 5.8 By Geography
  • 5.8.1 North America
    • 5.8.1.1 United States
    • 5.8.1.2 Canada
    • 5.8.1.3 Mexico
  • 5.8.2 Europe
    • 5.8.2.1 Germany
    • 5.8.2.2 United Kingdom
    • 5.8.2.3 France
    • 5.8.2.4 Russia
    • 5.8.2.5 Rest of Europe
  • 5.8.3 Asia-Pacific
    • 5.8.3.1 China
    • 5.8.3.2 Japan
    • 5.8.3.3 India
    • 5.8.3.4 South Korea
    • 5.8.3.5 Australia
    • 5.8.3.6 Rest of Asia-Pacific
  • 5.8.4 South America
  • 5.8.5 Middle East and Africa

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 Netflix, Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 Google LLC
  • 6.4.4 The Walt Disney Company
  • 6.4.5 Apple Inc.
  • 6.4.6 Tencent Holdings Ltd.
  • 6.4.7 Baidu, Inc.
  • 6.4.8 Alibaba Group Holding Ltd.
  • 6.4.9 Hulu, LLC
  • 6.4.10 Warner Bros. Discovery, Inc.
  • 6.4.11 Paramount Global
  • 6.4.12 Rakuten Group, Inc.
  • 6.4.13 Reliance Industries Limited
  • 6.4.14 Kuaishou Technology
  • 6.4.15 SEA Ltd.
  • 6.4.16 PCCW Ltd.
  • 6.4.17 Globo Comunicacao e Participacoes S.A.
  • 6.4.18 CJ ENM Co., Ltd.
  • 6.4.19 Eros International Plc
  • 6.4.20 TelevisaUnivision Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment