광고 기반 주문형 비디오(AVOD) 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the advertising based video on demand (AVOD) market size is expected to grow from USD 96.72 billion in 2025 to USD 104.35 billion in 2026 and is forecast to reach USD 175.01 billion by 2031 at 10.90% CAGR over 2026-2031.

This report is Segmented by Content Type (Movies and Films, TV Shows and Episodic Content, Documentaries, and More), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), End-User (Media and Entertainment, Retail and E-Commerce, Healthcare, and More), Ad Format (Pre-Roll, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Advertising Based Video On Demand (AVOD) Market Trends and Insights

Rising Connected TV Ad Spend Migration

Advertising migration from linear television to connected TV remains the strongest force shaping the advertising based video on demand (AVOD) market, because buyers now see streaming as a core television channel rather than an experimental line item. The 2026 Premion and Advertiser Perceptions survey showed that 70% of U.S. advertisers planned to increase CTV and OTT spending by an average of 17% in 2026, with 28% of that increase expected to come directly from reallocation from broadcast linear. The same change is widening the buyer base, as the IAB reported that the share of small spenders with annual budgets below USD 50 million investing in CTV rose from 60% in 2024 to 85% in 2026, driven by self-serve tools. That broadening matters because it adds a long tail of recurring demand that older television sales models could not serve efficiently. The survey also found that integrated and hybrid buying teams now control 55% of CTV budgets, which shows that planning workflows are consolidating and favoring platforms with strong programmatic infrastructure.

Retail Media and Shoppable Video Convergence

Retail media integration is changing the advertising based video on demand (AVOD) market from a reach channel into a measurable sales channel with clearer purchase attribution. Criteo stated that its April 2025 rollout of Onsite Video, used by Albertsons Companies, Costco, and Walmart Mexico, produced a 280% increase in click-through rates and a 460% lift in sales when paired with sponsored product ads in early tests. Roku extended this logic in April 2026 through Roku Curate, which combined Roku audience data with verified purchase signals from Best Buy Ads, Instacart, Kroger Precision Marketing, and other retail partners inside ordinary buying workflows. This development matters because it lowers the gap between video exposure and sales measurement, which has historically limited performance budgets in streaming environments. It also increases pressure on pure-play AVOD operators, because platforms without first-party commerce signals will find it harder to match the value proposition of retail-linked inventory.

Ad-Load Fatigue and Viewer Churn

Ad-load fatigue remains the clearest operating risk for the advertising based video on demand (AVOD) market because short-term revenue gains can weaken the audience stability that ad-supported models depend on. Parks Associates reported in 2025 that 70% of streaming viewers identified repetitive ad exposure as their leading frustration, which shows that audience tolerance is being tested as ad-supported tiers expand. The user draft also noted a 9:1 churned-to-active user ratio across apps in the Samsung Tizen ecosystem, reinforcing the idea that weak ad quality and excessive repetition can damage retention. This issue is important because audience erosion reduces the scale that advertisers are paying for and weakens pricing leverage over time. Platforms that invest in frequency controls, creative rotation, and better relevance are better placed to defend both user engagement and monetization quality.

Other drivers and restraints analyzed in the detailed report include:

1. First-Party Data Targeting Demand
2. Streaming-Exclusive Live Sports Inventory Expansion
3. Privacy-Led Targeting Constraints

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

Segment Analysis

TV shows and episodic content held 34.17% of the advertising based video on demand (AVOD) market share in 2025, reflecting how serialized viewing creates repeated ad opportunities within the same session. In the advertising based video on demand industry, this format benefits from session stacking, where viewers move from one episode to the next without leaving the platform. That pattern raises ad impression density without requiring a matching increase in content acquisition or delivery costs. Movies and films still represent an important viewing pool, but they typically feature fewer mid-roll breaks per viewing session, which limits monetization compared to episodic libraries.

Other content types in the advertising based video on demand (AVOD) market size mix are projected to grow at an 11.62% CAGR from 2026 to 2031, supported by creator-led video, sports clips, news formats, and broader FAST channel programming. This shift matters because inventory categories that were once considered unstructured are now sold to advertisers more systematically. The user draft also pointed to iQIYI's plan to release more than 100 short-form dramas in 2026 through its Nattopro platform, showing that short-form programming is becoming a dedicated monetization category. Shorter formats can support a higher ad-to-content ratio per minute, which improves yield when audience attention is strong and content costs are tightly managed.

Smart TVs captured 41.59% share in 2025, which kept the living room at the center of premium pricing in the advertising based video on demand (AVOD) market. Roku reported 38.7 billion streaming hours in Q1 2026, up 8% year over year, which confirmed continued heavy engagement on large-screen interfaces in developed markets. Large-screen viewing remains attractive because it is associated with stronger attention, better recall, and a viewing setting that resembles traditional television. Laptops and desktops continue to lose relative importance as viewing shifts toward smart TV operating systems with stronger ad-serving capabilities.

The advertising based video on demand (AVOD) market size for smartphones and tablets is projected to expand at an 11.76% CAGR through 2031, driven by mobile-first streaming habits in Asia-Pacific and South America. The user draft linked that trend particularly to India, where ad-supported models are expected to account for more than 70% of incremental online video growth by 2030. The main challenge is that cross-device identity remains inconsistent when a household uses both mobile and connected TV devices, leading to duplication and poor frequency control. Solutions tied to authenticated household graphs and device-level identity partnerships are improving the situation, but adoption remains uneven outside the largest platform ecosystems.

Complete Report Scope:

• By Content Type
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Types
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End-User
  • Media and Entertainment
  • Retail and E-Commerce
  • BFSI
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End-Users
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
• 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 accounted for 39.54% of the advertising based video on demand (AVOD) market share in 2025, which made it the leading regional revenue center. The region benefits from mature connected TV infrastructure, high advertiser familiarity, and a strong concentration of premium inventory across large U.S.-originated streaming platforms. Roku's filings also showed continued platform engagement and expanding monetization support, reinforcing why North America still sets the commercial standard for scale, pricing, and programmatic sophistication in the advertising based video on demand (AVOD) market. Canada and Mexico remain smaller than the U.S., but they continue to benefit from cross-border platform expansion and established advertiser workflows.

Asia-Pacific is projected to expand at an 11.93% CAGR from 2026 to 2031, giving the region the fastest growth in the advertising based video on demand (AVOD) market size. AVIA and Media Partners Asia projected that premium AVOD revenue in Asia-Pacific would increase from USD 8 billion in 2025 to more than USD 12 billion by 2030, led by India, Japan, and Australia, followed by South Korea and Indonesia. India remains especially important because a high-volume, low-ARPU structure pushes platforms to maximize ad impression output rather than rely mainly on subscription pricing. Japan adds a different profile, with stronger monetization per user, premium local content, and sports-led differentiation. China remains important, but the user draft pointed to near-term advertising pressure and an active pivot toward AI-supported short-form programming as platforms adjust content economics.

Europe remains a major regional pool for the advertising based video on demand (AVOD) market, and broadcaster coordination is becoming more important as local players respond to global platform scale. The user draft also described South America as a rising opportunity centered on Brazil and Argentina, with Roku's ad platform launch in Brazil showing stronger confidence in monetization readiness. Africa is still at an earlier stage, but mobile-first viewing patterns in markets such as South Africa, Nigeria, and Egypt support long-term potential for ad-supported streaming. Across these regions, the advertising based video on demand (AVOD) market is growing where local content, lighter pricing barriers, and flexible advertising models align with consumer willingness to watch ads in exchange for access.

1. Alphabet Inc.
2. Amazon.com, Inc.
3. The Walt Disney Company
4. Fox Corporation
5. Paramount Skydance Corporation
6. Roku, Inc.
7. Comcast Corporation
8. Warner Bros. Discovery, Inc.
9. Netflix, Inc.
10. Samsung Electronics Co., Ltd.
11. LG Electronics Inc.
12. ITV plc
13. Rakuten Group, Inc.
14. PCCW Limited
15. iQIYI, Inc.
16. Tencent Holdings Limited
17. ProSiebenSat.1 Media SE
18. Seven West Media Limited
19. Channel Four Television Corporation
20. Plex, 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 Rising Connected TV Ad Spend Migration
  • 4.2.2 Retail Media and Shoppable Video Convergence
  • 4.2.3 First-Party Data Targeting Demand
  • 4.2.4 Streaming-Exclusive Live Sports Inventory Expansion
  • 4.2.5 AI-Led Ad Personalization and Yield Optimization
  • 4.2.6 FAST Channel Monetization Scale-Up
• 4.3 Market Restraints
  • 4.3.1 Ad-Load Fatigue and Viewer Churn
  • 4.3.2 Privacy-Led Targeting Constraints
  • 4.3.3 Content Licensing Cost Inflation
  • 4.3.4 Measurement Fragmentation Across Devices
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Buyers
  • 4.7.2 Bargaining Power of Suppliers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Content Type
  • 5.1.1 Movies and Films
  • 5.1.2 TV Shows and Episodic Content
  • 5.1.3 Documentaries
  • 5.1.4 Other Content Types
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By End-User
  • 5.3.1 Media and Entertainment
  • 5.3.2 Retail and E-Commerce
  • 5.3.3 BFSI
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End-Users
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Chile
    • 5.5.2.4 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia
    • 5.5.4.6 Rest of Asia-Pacific
  • 5.5.5 Middle East
    • 5.5.5.1 Saudi Arabia
    • 5.5.5.2 United Arab Emirates
    • 5.5.5.3 Qatar
    • 5.5.5.4 Rest of Middle East
  • 5.5.6 Africa
    • 5.5.6.1 South Africa
    • 5.5.6.2 Egypt
    • 5.5.6.3 Nigeria
    • 5.5.6.4 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, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Walt Disney Company
  • 6.4.4 Fox Corporation
  • 6.4.5 Paramount Skydance Corporation
  • 6.4.6 Roku, Inc.
  • 6.4.7 Comcast Corporation
  • 6.4.8 Warner Bros. Discovery, Inc.
  • 6.4.9 Netflix, Inc.
  • 6.4.10 Samsung Electronics Co., Ltd.
  • 6.4.11 LG Electronics Inc.
  • 6.4.12 ITV plc
  • 6.4.13 Rakuten Group, Inc.
  • 6.4.14 PCCW Limited
  • 6.4.15 iQIYI, Inc.
  • 6.4.16 Tencent Holdings Limited
  • 6.4.17 ProSiebenSat.1 Media SE
  • 6.4.18 Seven West Media Limited
  • 6.4.19 Channel Four Television Corporation
  • 6.4.20 Plex, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment