라이브 스트리밍 시장 보고서 : 동향, 예측 및 경쟁 분석(-2035년)

Live Streaming Market

The future of the global live streaming market looks promising with opportunities in the media & entertainment, esport, event, education, retail, and government markets. The global live streaming market is expected to reach an estimated $890.7 billion by 2035 from $166.1 billion in 2027 with a CAGR of 20.3% from 2027 to 2035. The major drivers for this market are growing acceptance of live streaming technology as a means of improving customer reach and brand interaction, surging popularity of e-sports and video games, as well as, increasing smartphone usage combined with faster internet.

• Lucintel forecasts that, within the component category, services will remain the larger segment over the forecast period due to increasing demand for content generation, advertising, customer service, video production, and subscription services.
• Within the end use category, media & entertainment will remain the largest segment over the forecast period due to significant rise in on-demand content digestion through various entertainment networks.
• In terms of region, North America will remain the largest region over the forecast period due to growing emphasis on digitization as a result of advances in cloud computing, and artificial intelligence, as well as, an increasing consumer base for live streaming content in industry verticals.

Emerging Trends in Live Streaming Market

As the live streaming industry accelerates, it creates new trends that will forever alter how content is generated, accessed, and financially sustainability supported. These new trends are influencing the nature of live streaming and its future.

• Interactive and Immersive Experiences: Live streaming services are beginning to incorporate virtual and augmented reality technology to engage audiences by allowing them to manipulate and interact with content and experience virtual environments. Because of innovative technology, content that was once passive can now be highly engaging and tailored to the individual.
• Integration of E-Commerce: Live streaming is now an integral part of a business's sales and marketing efforts. Live streamers and social media influencers promote products, thus increasing sales during the broadcast. This mix of entertainment and commerce has changed the way we shop.
• Innovative Ways To Monetize: Content creators are now using multiple forms of passive income, including subscriptions, sponsorships, and paid advertisements. Live streaming service providers now provide multiple revenue streams, and tools to help creators run their businesses beyond ads.
• Content in Your Dawn Language: Live streaming platforms recognize the increasing demand for localized content across regions. Diverse cultures and societies appreciate live content available to them in their own language and tailored to their way of life.
• Growth in Regulation and Privacy Concerns: Increased growth in live streaming has created a demand for content monitoring as well as user privacy concerns. With more regulation bodies and governments creating stricter regulations in relation to harmful content and data protection, live stream platforms are being forced to modify and adapt their practices for managing and moderating live streams.

These new trends are making user interaction the primary focus of the live streaming market. The domination of e-commerce and the innovation of new forms of content and services are stimulating a new frontier and economy within live streaming. The use of new technologies will help localize and develop interactive content for years to come.

Recent Developments in the Live Streaming Market

Live streaming services are rapidly growing and fundamentally changing the live streaming industry. Entertainment, commerce, and media sectors across several regions illustrate the growing role of live streaming in altering the way customers engage with services.

• Development of high quality, interactive, and immersive content made possible by improvements in streaming technologies that enable interactive, high quality content while lessening latency.
• Growth of Live Streaming E-commerce: Merchandise and videos can be integrated into websites, creating opportunities for live streaming sessions, which to date, have increased sales and customer loyalty. Live streaming as a form of entertainment while consumers are able to engage in shopping has made it a necessary element of contemporary digital marketing.
• AR/VR Technologies Have Been Integrated Into Live Streaming: AR/VR technologies have been integrated into live streaming formats, further advancing the technologies and live streaming content. Innovative technologies, such as AR/VR, support the delivery of content to audiences in a variety of ways that was previously difficult to imagine.
• Expanded Types of Content: Websites are now offering live streaming content in a wider variety of genres. Live streaming content has the ability to reach massive audiences to fulfill a wide variety of needs.
• Concerns for Data Privacy: A higher degree of privacy for user data is a primary concern for live streaming platforms, and additional legal and compliance policies are being implemented with a focus on the protection of privacy. These efforts result in client trust and satisfaction.

Advances in the live streaming market affect how content is produced and how consumers can access it. E-commerce becomes more important as does data privacy and security. With the advent of more technologies, the expectation of the customer is to have goods provided immediately, and privacy becomes a concern for the user as well. Live streaming, with its interactive content, will become the dominant form of entertainment for consumers.

When content is produced, the focus becomes on the consumer, and the user experience will dictate how content is offered. New data privacy laws affect both the consumer and the content producer. For the consumer, privacy will be of greater importance, and producers of content will be obligated to produce and deliver goods to the consumer immediately.

Strategic Growth Opportunities in the Live Streaming Market

Real opportunities for growth within the live streaming industry lie in new and innovative applications that use technology in combination with the demands of the customer. These applications create the future of live streaming services.

• Gaming and Esports: Live streams in gaming and esports segments are proving to be highly profitable. The focus for most streams on gaming and esports is the experience of the players and the quality of the broadcast for the viewers; both of which drive viewership and increase engagement.
• E-commerce Integration: Live streams and e-commerce are a great way to drive sales, and in turn, grow revenue. Theorem Fac Gaming and esports streaming services have helped generate massive revenue in sales for businesses by partnering with live streamers for product demonstration and launches as well as brand endorsements.
• Virtual Events and Conferences: Live streaming has become very popular for online events that would previously require people to travel. Streaming webinars, corporate events, and even virtual trade shows make events easy to access and saves time and money in the long run.
• Educational Content: Teaching and learning online is becoming a high demand for streaming services. Educational institutions even stream their classes, workshops, and events to engage learners and improve the teaching and learning experience.
• Media and Entertainment: In order to meet the demands of the consumer, broadcasters are developing more real-time broadcast systems to include live-streaming news broadcasts and live-streaming sporting events. Consumers have the opportunity to engage with live-streamed broadcasts of their preferred content and, ultimately, increase viewership as on-demand content becomes consumable.

These live-streaming platforms provide unique growth opportunities to reshape how markets are segmented, including differentiating how the real-time broadcasting and streaming markets are used. Live streaming is able to monetize gaming and educational broadcasts and provide additional avenues to integrate and profit from users.

Live Streaming Market Drivers and Challenges

Technology and markets develop in cycles and overlap. Understanding the synchronicity and flux of modern life is what makes certain trends seem inevitable.

The Live Streaming Industry's Growth drivers:

• 5G Networks and AR/VR: User interest in live broadcasting is increasing with the advancement of 5G networks and AR and VR. Live broadcasting supports a high level of detail and interaction with the audience.
• Growth of Smart Devices: Ease of access has improved with an increase in the use of smart devices, including a better online streaming experience. More people are able to live stream, resulting in a larger audience.
• Rising Real-Time Content Demand: Spontaneous and interactive content has risen in demand with an audience who prefers real-time streaming over traditional content.
• E-commerce Merging with Live Streaming: Live streaming has been integrated with e-commerce, and as a result, real-time digital marketplaces have allowed businesses to create new profit streams.
• Growth in High-Speed Internet Access: 5G has fast network speeds that support real-time live streaming by providing uninterrupted high-definition streaming.

Challenges to the Live Streaming Industry:

• Need for Compliance and Regulated Content: In live content streaming, regulations on content and data privacy have become a concern. Regulations have placed additional restraints on the control of streaming content.
• Latency and Quality: Some challenges remain despite enhancements. Latency and poor quality streams disrupt users. To retain clients with reliable service, platforms must continue to invest in technology.
• Balancing Advertising and User Experience: It remains difficult to monetize streaming services and content creation. Developing advertising and subscription models that do not negatively impact the user experience continues to generate discussion.

Live streaming services are continually growing, but there remain constant challenges and opportunities for improvement from demand outstripping supply, regulations, technical challenges, and monetization.

List of Live Streaming Market Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies live streaming market companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the live streaming market companies profiled in this report include-

• Flux Broadcast
• Dacast
• Huya
• Periscope
• TV
• Microsoft Corporation
• Google
• Facebook
• Twitch Interactive
• AfreecaTV

Live Streaming Market by Segment

The study includes a forecast for the global live streaming by component, end use, and region.

Live Streaming Market by Component [Value ($B) from 2019 to 2035]:

• Platforms
• Services

Live Streaming Market by End Use [Value ($B) from 2019 to 2035]:

• Media & Entertainment
• Esports
• Events
• Education
• Retail
• Government
• Others

Live Streaming Market by Region [Value ($B) from 2019 to 2035]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Live Streaming Market

Technological advances and shifts in consumer behavior impact markets around the globe. Officials in the United States, China, Germany, India, and Japan report changes to their markets, representing the rapid creation of streaming services and the growth of new regulatory systems and platforms.

• United States: Skyrocketing growth in live-stream markets is attributed to developments in the nation's 5G networks and increases in market diversification. Audience engagement and market saturation has resulted in the mass adoption of Augmented Reality (AR) and Virtual Reality (VR) in the marketplace.
• China: Live streaming markets are seeing huge upswings primarily as a result of Alibaba and Tencent, among others, pouring large sums of money into the market. Live streaming e-commerce on Douyin and Kuaishou is an innovative way to increase customer engagement and make on-platform sales.
• Germany: Broadcasting and sports streaming are integrated with traditional media to create in-market live streaming offerings. Digital media ventures of traditional media companies have integrated audience engagement features to meet audiences' priorities for instantaneous media delivery.
• India: India's live streaming market has taken off due to high smartphone and connectivity adoption. Other companies, like JioTV, have made their market offerings on local, regional, and district levels to meet the needs of local audiences.
• Japan: Two of the more popular live streaming sites in Japan are Niconico and Line Live. Some of the factors for their growth include the development of webcast technology and collaboration with the game industry. Live streaming services focused on game and anime communities have also shown success. They target specific fan groups.

Features of the Global Live Streaming Market

• Market Size Estimates: live streaming market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends (2019 to 2026) and forecast (2027 to 2035) by various segments and regions.
• Segmentation Analysis: live streaming market size by component, end use, and region in terms of value ($B).
• Regional Analysis: live streaming market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
• Growth Opportunities: Analysis of growth opportunities in different component, end use, and regions for the live streaming market.
• Strategic Analysis: This includes M&A, new product development, and competitive landscape of the live streaming market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the live streaming market by component (platforms and services), end use (media & entertainment, esports, events, education, retail, government, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 8 years and what has its impact been on the industry?

Table of Contents

1. Executive Summary

2. Market Overview

• 2.1 Background and Classifications
• 2.2 Supply Chain

3. Market Trends & Forecast Analysis

• 3.2 Industry Drivers and Challenges
• 3.3 PESTLE Analysis
• 3.4 Patent Analysis
• 3.5 Regulatory Environment

4. Global Live Streaming Market by Component

• 4.1 Overview
• 4.2 Attractiveness Analysis by Component
• 4.3 Platforms: Trends and Forecast (2019-2035)
• 4.4 Services: Trends and Forecast (2019-2035)

5. Global Live Streaming Market by End Use

• 5.1 Overview
• 5.2 Attractiveness Analysis by End Use
• 5.3 Media & Entertainment: Trends and Forecast (2019-2035)
• 5.4 Esports: Trends and Forecast (2019-2035)
• 5.5 Events: Trends and Forecast (2019-2035)
• 5.6 Education: Trends and Forecast (2019-2035)
• 5.7 Retail: Trends and Forecast (2019-2035)
• 5.8 Government: Trends and Forecast (2019-2035)
• 5.9 Others: Trends and Forecast (2019-2035)

6. Regional Analysis

• 6.1 Overview
• 6.2 Global Live Streaming Market by Region

7. North American Live Streaming Market

• 7.1 Overview
• 7.2 North American Live Streaming Market by Component
• 7.3 North American Live Streaming Market by End Use
• 7.4 United States Live Streaming Market
• 7.5 Mexican Live Streaming Market
• 7.6 Canadian Live Streaming Market

8. European Live Streaming Market

• 8.1 Overview
• 8.2 European Live Streaming Market by Component
• 8.3 European Live Streaming Market by End Use
• 8.4 German Live Streaming Market
• 8.5 French Live Streaming Market
• 8.6 Spanish Live Streaming Market
• 8.7 Italian Live Streaming Market
• 8.8 United Kingdom Live Streaming Market

9. APAC Live Streaming Market

• 9.1 Overview
• 9.2 APAC Live Streaming Market by Component
• 9.3 APAC Live Streaming Market by End Use
• 9.4 Japanese Live Streaming Market
• 9.5 Indian Live Streaming Market
• 9.6 Chinese Live Streaming Market
• 9.7 South Korean Live Streaming Market
• 9.8 Indonesian Live Streaming Market

10. ROW Live Streaming Market

• 10.1 Overview
• 10.2 ROW Live Streaming Market by Component
• 10.3 ROW Live Streaming Market by End Use
• 10.4 Middle Eastern Live Streaming Market
• 10.5 South American Live Streaming Market
• 10.6 African Live Streaming Market

11. Competitor Analysis

• 11.1 Product Portfolio Analysis
• 11.2 Operational Integration
• 11.3 Porter's Five Forces Analysis
  • Competitive Rivalry
  • Bargaining Power of Buyers
  • Bargaining Power of Suppliers
  • Threat of Substitutes
  • Threat of New Entrants
• 11.4 Market Share Analysis

12. Opportunities & Strategic Analysis

• 12.1 Value Chain Analysis
• 12.2 Growth Opportunity Analysis
  • 12.2.1 Growth Opportunities by Component
  • 12.2.2 Growth Opportunities by End Use
• 12.3 Emerging Trends in the Global Live Streaming Market
• 12.4 Strategic Analysis
  • 12.4.1 New Product Development
  • 12.4.2 Certification and Licensing
  • 12.4.3 Mergers, Acquisitions, Agreements, Collaborations, and Joint Ventures

13. Company Profiles of the Leading Players Across the Value Chain

• 13.1 Competitive Analysis
• 13.2 Flux Broadcast
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.3 Dacast
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.4 Huya
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.5 Periscope
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.6 TV
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.7 Microsoft Corporation
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.8 Google
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.9 Facebook
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.10 Twitch Interactive
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing
• 13.11 AfreecaTV
  • Company Overview
  • Live Streaming Business Overview
  • New Product Development
  • Merger, Acquisition, and Collaboration
  • Certification and Licensing

14. Appendix

• 14.1 List of Figures
• 14.2 List of Tables
• 14.3 Research Methodology
• 14.4 Disclaimer
• 14.5 Copyright
• 14.6 Abbreviations and Technical Units
• 14.7 About Us
• 14.8 Contact Us