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

According to Mordor Intelligence, the North America advertising video-on-demand (AVOD) market size was valued at USD 38.20 billion in 2025 and is estimated to grow from USD 40.53 billion in 2026 to reach USD 62.99 billion by 2031, at a CAGR of 9.22% during the forecast period (2026-2031).

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

North America Advertising Video-on-Demand (AVOD) Market Trends and Insights

Ongoing Cord-Cutting and Subscription Fatigue

Cord-cutting has become a structural condition for the North America advertising video-on-demand (AVOD) market because it moves viewing time from traditional television packages to streaming services. Traditional bundled pay television fell to 43.2 million US households in 2026, down from 83.5 million households in 2016. Streaming subscription costs rose 19.5% in 2025, while the overall inflation rate was 2.7%, thereby increasing the appeal of free and ad-supported services. Netflix raised the monthly price of its Standard with Ads plan from USD 6.99 to USD 8.99, reinforcing the price difference between paid tiers and free viewing options. Ad-supported tiers accounted for 46% of premium subscription video-on-demand subscriptions in 2026, indicating that advertising inventory is also growing within services that began as subscription-led platforms.

Migration of Linear TV Budgets to CTV and AVOD

The shift of advertising budgets from linear television to connected television supports the North America advertising video-on-demand (AVOD) market, as streaming inventory provides a direct alternative for television buyers. Connected TV advertising spending increased 16% in 2025, and digital video represented nearly 60% of total US television and video advertising spending by year-end. A 2026 survey commissioned by Premion found that 70% of US advertisers planned to increase connected TV investment by an average of 17%. The additional investment is expected to come from linear television, digital display, paid search, and social media budgets. National and local linear television advertising, excluding political spending, is projected to decline 2.4% to USD 27.9 billion in 2026, while digital television formats are expected to grow 3% to USD 21 billion. The shift means AVOD providers compete directly with linear sellers for agency relationships and television budgets rather than only seeking new advertising spending.

Content Licensing and Premium Rights Cost Inflation

Rising content acquisition costs constrain the North America advertising video-on-demand (AVOD) market because larger libraries and exclusive programming are needed to compete for viewers and advertising demand. The NBA rights structure, which began with the 2025-26 season, was valued at USD 7.5 billion per year, and Amazon signed an 11-year Thursday Night Football agreement valued at USD 13 billion. Netflix's annual content spending stands at USD 19 billion in 2026, based on its public disclosures. Standard rights reversion windows of 18 to 36 months reduce the duration of exclusive access, which can support high licensing costs. Licensing, windowing, syndication, and royalty requirements impose a greater burden on smaller operators than on vertically integrated platforms with broader negotiating power.

Other drivers and restraints analyzed in the detailed report include:

1. Demand for Addressable and Measurable Video Advertising
2. Expansion of FAST and Ad-Supported Streaming Inventory
3. Measurement Fragmentation Across Walled Gardens

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

Segment Analysis

TV Shows and Episodic Content accounted for 38.51% of content-type revenue in 2025. Serial programming provides recurring audiences, predictable session lengths, and familiar advertising breaks that align with established television buying practices. Its broad catalog depth also helps general-entertainment platforms sustain viewing across different times of day. Movies and Films remained an important secondary content category because licensed theatrical titles add inventory and can support longer viewing sessions.

Documentaries are projected to grow at a 9.83% CAGR from 2026 to 2031. The format can appeal to advertisers because its subject matter supports interest-based targeting, and its long-form structure can support viewer completion. Ionic Studios took a strategic equity stake in Documentary+ in June 2026 and became the Publisher of Record for its AVOD and FAST channel business. The transaction reflected growing interest in nonfiction programming as a distinct source of advertising inventory. Other content types, including short-form and creator-led programming, are gaining relevance as platforms add creators who can attract younger audiences that previously engaged less with conventional AVOD formats.

Smart TVs are projected to expand at a 9.58% CAGR from 2026 to 2031, making them the fastest-growing device category. Their growth is tied to the television operating system's role in content discovery, advertising delivery, and audience data collection. The Video Advertising Bureau reported that 95% of connected televisions display advertising on the home screen when powered on. This gives device platforms a position in the advertising journey before a viewer enters a streaming application.

Smartphones and tablets accounted for 27.99% of the North America advertising video-on-demand (AVOD) market in 2025. Mobile viewing remains important among younger audiences and in Mexico, where mobile access can precede fixed household broadband. This device base supports continued access to the North America advertising video-on-demand (AVOD) market among consumers who watch short sessions outside the home. A survey of 63 senior streaming executives found that 62% regarded Roku as the most strategically important connected TV platform for home-screen visibility. Laptops and Desktops continued to serve workplace, commute, and remote-viewing use cases, especially for news and business programming. Game consoles and set-top boxes provided a stable, supporting inventory for premium broadcast simulcasts and live events.

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
  • Banking, Financial Services, and Insurance
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End-User Industries
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
  • Interactive and Shoppable Video
• By Geography
  • United States
  • Canada
  • Mexico

List of Companies Covered in this Report:

1. Alphabet Inc.
2. Amazon.com, Inc.
3. The Walt Disney Company
4. Fox Corporation
5. Roku, Inc.
6. Paramount Skydance Corporation
7. Comcast Corporation
8. Netflix, Inc.
9. Warner Bros. Discovery, Inc.
10. Samsung Electronics Co., Ltd.
11. LG Electronics Inc.
12. The Trade Desk, Inc.
13. Magnite, Inc.
14. PubMatic, Inc.
15. Yahoo Inc.
16. Vizio, Inc.
17. Plex, Inc.
18. Crackle Plus, LLC
19. FuboTV Inc.
20. Philo 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 Ongoing Cord-Cutting and Subscription Fatigue
  • 4.2.2 Migration of Linear TV Budgets to CTV and AVOD
  • 4.2.3 Demand for Addressable and Measurable Video Advertising
  • 4.2.4 Expansion of FAST and Ad-Supported Streaming Inventory
  • 4.2.5 Streaming-Exclusive Live Sports and Premium Event Inventory
  • 4.2.6 Retail Media and Shoppable Video Convergence
• 4.3 Market Restraints
  • 4.3.1 Content Licensing and Premium Rights Cost Inflation
  • 4.3.2 Measurement Fragmentation Across Walled Gardens
  • 4.3.3 Repetitive Ad Loads and Viewer Churn
  • 4.3.4 Platform Gatekeeping and Home-Screen Access Fees
• 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 Bargaining Power of Suppliers
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

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 Banking, Financial Services, and Insurance
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End-User Industries
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
  • 5.4.4 Interactive and Shoppable Video
• 5.5 By Geography
  • 5.5.1 United States
  • 5.5.2 Canada
  • 5.5.3 Mexico

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 Alphabet Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Walt Disney Company
  • 6.4.4 Fox Corporation
  • 6.4.5 Roku, Inc.
  • 6.4.6 Paramount Skydance Corporation
  • 6.4.7 Comcast Corporation
  • 6.4.8 Netflix, Inc.
  • 6.4.9 Warner Bros. Discovery, Inc.
  • 6.4.10 Samsung Electronics Co., Ltd.
  • 6.4.11 LG Electronics Inc.
  • 6.4.12 The Trade Desk, Inc.
  • 6.4.13 Magnite, Inc.
  • 6.4.14 PubMatic, Inc.
  • 6.4.15 Yahoo Inc.
  • 6.4.16 Vizio, Inc.
  • 6.4.17 Plex, Inc.
  • 6.4.18 Crackle Plus, LLC
  • 6.4.19 FuboTV Inc.
  • 6.4.20 Philo Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment