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

According to Mordor Intelligence, the video content market size was valued at USD 548.30 billion in 2025 and estimated to grow from USD 596.20 billion in 2026 to reach USD 914.60 billion by 2031, at a CAGR of 8.94% during the forecast period (2026-2031).

This report is Segmented by Offering (Over-The-Top (OTT), Internet Protocol TV (IPTV), Cable TV, and Pay-TV), Platform (Smart TVs, Smartphones and Tablets, Laptops and Desktops, and More), Deployment Type (Video-On-Demand (VOD), and Online Video), and Geography (North America, South America, Europe, Asia-Pacific, Middle East, and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Global Video Content Market Trends and Insights

Rising Live And On-Demand Video Consumption

The video content market is gaining depth because audiences now expect live events and on-demand libraries to sit inside the same viewing environment. Netflix reported 96 billion viewing hours in the second half of 2025, which showed that large-scale demand remained strong even after earlier subscriber expansion matured. The same filing stated that Netflix reached a 9.0% share of U.S. television viewing in December 2025, which reflected a deeper shift in where household viewing time is now being spent. JioHotstar said in February 2026 that its service offered more than 300,000 hours of content in 19 languages, which showed how scale in the video content market now depends on breadth of access as much as on catalog size alone. Live sports, serialized programming, and short-format viewing are increasingly reinforcing one another instead of operating as isolated content categories. This is making the video content market more engagement-led, because the platforms that keep users moving across multiple formats have a better chance of lifting monetization per session.

Expansion Of Subscription And Advertising-Based Models

The video content market is moving toward hybrid monetization because ad-supported access is now widening reach while paid tiers continue to protect revenue from premium users. Netflix stated that ad revenue exceeded USD 1.5 billion in 2025 and that it expected this business to roughly double again in 2026, which confirmed that advertising has become a central growth lever rather than a secondary product line. Disney reported that its Direct-to-Consumer segment generated USD 24.6 billion in revenue in fiscal year 2025 and then delivered USD 1.327 billion in operating income in fiscal year 2026, which showed that large services can pair scale streaming with stronger profit outcomes. This shift matters because lower-price ad tiers help retain viewers who may resist repeated subscription price increases but still want full content access. It also matters because the video content market is no longer relying on one universal pricing structure, and that creates more room for platforms to segment users without losing total audience reach. The companies that can balance subscriptions, advertising, and bundled access across several user groups are likely to hold a stronger position in the video content market.

Persistent Content Piracy And Credential Sharing

Piracy remains a direct constraint on the video content market because it weakens paid conversion and erodes the value of licensed content rights. A study cited by VAUNET estimated that illegal TV streaming caused EUR 2.4 billion in economic losses in Germany in 2025, equal to USD 2.59 billion, and that the total was 33% higher than in 2022. The Asia Video Industry Association also warned in June 2026 that organized credential theft and commercialized re-streaming had become major threats across Asia-Pacific, and it linked those networks with identity fraud and account takeover risk. This problem is not limited to casual unauthorized viewing, because organized access resale can now operate at scale across regions and device types. That dynamic makes exclusive content less effective when illegal distribution remains easy to find and cheaper to access. In the video content market, platforms may improve monetization with tighter password controls, but those gains remain exposed if unauthorized alternatives still offer broad and convenient access.

Other drivers and restraints analyzed in the detailed report include:

1. Growth In Cloud-Native Video Delivery And Playback
2. Increasing Demand For Localized And Low-Latency Content
3. Rising Premium Content Acquisition And Production Costs

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

Segment Analysis

OTT content held 42.47% of global video content market revenue in 2025, which made it the largest offering segment, and it is also projected to record the fastest CAGR of 12.22% through 2031. This combination of scale and growth shows that internet-delivered content remains the most adaptable model across monetization, viewing behavior, and device reach. The video content market size for OTT continues to benefit from the way subscription plans, ad tiers, live events, and on-demand catalogs can coexist inside one service environment. Netflix reported Q1 2026 revenue of USD 12.25 billion, up 16.2% year over year, which reflected continuing strength in premium digital viewing demand across regions. OTT also keeps extending its role because podcasts, short-form viewing, and live sports can be added without changing the underlying access model.

IPTV remains relevant because telecom operators still use it to support broadband retention and household service bundling. Bango said in June 2026 that Turkcell, with more than 43 million subscribers, selected its Digital Vending Machine to launch major multi-party subscription bundles, which showed how telecom-linked packaging is being used to widen access to paid digital content. Cable TV and pay-TV continue to lose ground in many markets, but they still hold residual value where linear sports and news viewing remain part of household routines. The video content market share still favors OTT because viewer control, flexible pricing, and screen portability are more aligned with current behavior than fixed-schedule delivery. In Europe, content mix also shapes the competitive position of OTT services, because the European Audiovisual Observatory found that U.S. works accounted for 48% of VOD catalogue presences in the EU27 in 2025 while EU27 works represented 22%. That balance shows why local catalog strategy matters as much as platform reach in parts of the video content market.

Complete Report Scope:

• By Offering
  • Over-The-Top (OTT)
  • Internet Protocol TV (IPTV)
  • Cable TV
  • Pay-TV
• By Platform
  • Smart TVs
  • Smartphones and Tablets
  • Laptops and Desktops
  • Other Platforms
• By Deployment Type
  • Video-on-Demand (VOD)
  • Online Video
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 36.58% of the global video content market in 2025, which kept it as the largest regional contributor by value. The region remains important because monetization is deeper, premium rights spending is higher, and major platform competition is more mature than in most other regions. Netflix and Warner Bros. Discovery amended their acquisition agreement to an all-cash transaction in January 2026, which showed how North American competition is increasingly tied to scale, catalog control, and studio ownership. DAZN also agreed to acquire ViewLift in April 2026 to accelerate its U.S. expansion and strengthen direct-to-consumer solutions for sports teams and rights holders. These moves show that the video content market in North America is no longer just a battle for subscribers, and is now also a battle for rights, technology ownership, and business model control.

Europe remains a major viewing region in the video content market, while South America continues to build momentum through mobile access, sports interest, and ad-supported expansion. The European Audiovisual Observatory reported that U.S. works represented 48% of VOD catalogue presences in the EU27 in 2025, while EU27 works accounted for 22%, which highlighted the pressure to balance international scale with local content depth. That balance matters because catalog composition affects platform appeal, regulatory positioning, and local partnership strategy. South America has a smaller current footprint, but its value in the video content market is rising because sports-led viewership and price-sensitive users support AVOD and bundled access models. DAZN said in June 2026 that it would bring the DSPORTS Network across 5 South American countries for FIFA World Cup 2026 coverage, which showed how regional growth is being pursued through event-led distribution.

Asia-Pacific is projected to record the fastest CAGR in the video content market at 13.12% through 2031, which makes it the primary regional growth engine over the forecast period. The region benefits from mobile-first usage, fast digital adoption, broad language diversity, and a stronger role for ad-funded viewing than in mature Western markets. JioHotstar said in February 2026 that it offered more than 300,000 hours of programming in 19 languages and reached over 800 million viewers weekly across JioStar television and streaming, which reflected the scale at which local language and multi-format delivery now operate in India. The Middle East and Africa remain smaller in current value, but telco-linked distribution is improving access and lowering the friction of direct subscription acquisition. Bango said Turkcell launched super bundles aligned with its 5G rollout strategy, which illustrated how telecom-led packaging can accelerate content adoption in mobile-centered markets. Across both Asia-Pacific and the Middle East and Africa, the video content market is gaining ground where local language access, mobile usability, and bundled affordability come together.

1. Netflix Inc.
2. Amazon.com, Inc.
3. The Walt Disney Company
4. Alphabet Inc.
5. Tencent Holdings Limited
6. Apple Inc.
7. Warner Bros. Discovery, Inc.
8. Paramount Global
9. Comcast Corporation
10. Hulu, LLC
11. Roku, Inc.
12. Kaltura, Inc.
13. Vimeo, Inc.
14. Akamai Technologies, Inc.
15. Brightcove Inc.
16. Haivision Systems Inc.
17. Wowza Media Systems, LLC
18. iQIYI, Inc.
19. DAZN Group Limited
20. Jio Platforms Limited
21. PCCW Media Limited
22. Zee Entertainment Enterprises Limited

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 Rising Live and On-Demand Video Consumption
  • 4.2.2 Expansion of Subscription and Advertising Based Monetization
  • 4.2.3 Growth in Cloud-Native Video Delivery and Playback Infrastructure
  • 4.2.4 Increasing Demand for Localized and Low-Latency Streaming Experiences
  • 4.2.5 AI Assisted Dubbing, Captioning, and Personalization at Scale
  • 4.2.6 Telco Bundling and Zero-Rating Support for Premium Video Access
• 4.3 Market Restraints
  • 4.3.1 Persistent Content Piracy and Credential Sharing
  • 4.3.2 Rising Premium Content Acquisition and Production Costs
  • 4.3.3 Fragmented Codec, DRM, and Device Compatibility Standards
  • 4.3.4 Energy and Carbon Intensity Pressure on Large Scale Streaming Operations
• 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 Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Offering
  • 5.1.1 Over-The-Top (OTT)
  • 5.1.2 Internet Protocol TV (IPTV)
  • 5.1.3 Cable TV
  • 5.1.4 Pay-TV
• 5.2 By Platform
  • 5.2.1 Smart TVs
  • 5.2.2 Smartphones and Tablets
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Platforms
• 5.3 By Deployment Type
  • 5.3.1 Video-on-Demand (VOD)
  • 5.3.2 Online Video
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 Saudi Arabia
    • 5.4.5.2 United Arab Emirates
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Products and Services, Recent Developments)
  • 6.4.1 Netflix Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Walt Disney Company
  • 6.4.4 Alphabet Inc.
  • 6.4.5 Tencent Holdings Limited
  • 6.4.6 Apple Inc.
  • 6.4.7 Warner Bros. Discovery, Inc.
  • 6.4.8 Paramount Global
  • 6.4.9 Comcast Corporation
  • 6.4.10 Hulu, LLC
  • 6.4.11 Roku, Inc.
  • 6.4.12 Kaltura, Inc.
  • 6.4.13 Vimeo, Inc.
  • 6.4.14 Akamai Technologies, Inc.
  • 6.4.15 Brightcove Inc.
  • 6.4.16 Haivision Systems Inc.
  • 6.4.17 Wowza Media Systems, LLC
  • 6.4.18 iQIYI, Inc.
  • 6.4.19 DAZN Group Limited
  • 6.4.20 Jio Platforms Limited
  • 6.4.21 PCCW Media Limited
  • 6.4.22 Zee Entertainment Enterprises Limited

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment