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

According to Mordor Intelligence, the internet protocol television market size is expected to grow from USD 55.71 billion in 2025 to USD 66.63 billion in 2026 and is forecast to reach USD 137.22 billion by 2031 at 15.55% CAGR over 2026-2031.

This report is Segmented by Component (Hardware, and Services), Revenue Model (Subscription-Based, and More), Streaming Type (Live/Linear TV, Time-Shifted/Replay TV, and Video-On-Demand), Device/Access Platform (Smart TV, Mobile and Tablet, PC/Laptop, and More), Delivery Method (Multicast IPTV, and Unicast IPTV), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Internet Protocol Television (IPTV) Market Trends and Insights

Fiber-to-Home Rollouts Meet 4K and 8K Demand

Global fiber lines surpassed 600 million by late 2025, creating the throughput headroom needed for data-hungry 4K and 8K streams that consume 25 Mbps and 100 Mbps. Operators now price ultra-high-definition tiers at 30%-50% premiums, adding incremental revenue without proportional marketing spend. Saudi Arabia's STC used its five-million-home fiber build to launch an 8K sports pack in 2024, and France's Orange gave new fiber customers 4K boxes at no surcharge, cutting churn. By mid-2025, 68% of NTT East and West fiber customers were watching 4K IPTV weekly. Construction is still underway in suburbs and rural areas, so this driver will remain potent in the medium term.

Super-Aggregation Platforms Gain Traction

Unified guides that merge linear channels with Netflix, Disney+, and free ad-supported streams are reversing app fatigue. Viaccess-Orca's platform served 15 European operators by late 2025, dropping average monthly churn by 18% after rollout. Comcast and Rogers embedded third-party apps in set-top firmware, restoring the discovery layer to the network operator. Deloitte found 42% of U.S. viewers would rather manage content from a single interface, so telcos that offer one are reclaiming subscription economics. Minimal capex needs and rapid software rollout drive its high short-term impact.

Persistent Cord-Cutting Toward Pure OTT Services

U.S. pay-TV providers lost 5.9 million subscribers in 2024, dropping the base below 70 million for the first time in decades[2]. Ofcom reported 1.4 million fewer traditional TV homes in the United Kingdom that year, while streaming-only households hit 62%. Ampere Analysis showed a 3.2% decline in European pay-TV subscribers, with Spain and Italy hardest hit. IPTV operators now fight not just cable but also agile direct-to-consumer services that outspend them on original content. The restraint bites hardest in the short term in mature regions, pushing operators to emphasize exclusive sports, convergent bundles, and superior customer support.

Other drivers and restraints analyzed in the detailed report include:

1. Telco Bundles of IPTV With Convergent Plans
2. AVoD Monetization Accelerates
3. Unicast Bandwidth Bottlenecks During Peak Sporting Events

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

Segment Analysis

Hardware generated 63.20% of revenue in 2025, driven by set-top boxes, middleware servers, encoders, and conditional-access hardware. Services revenue, however, is climbing at 15.80% CAGR, reflecting operator preference for opex-friendly managed platforms. The Internet Protocol Television market size for services is projected to expand as operators license cloud middleware from Ericsson, Cisco, and Huawei, enabling weekly feature rollouts without truck rolls. Managed services also cover 24-hour monitoring, fault remediation, and analytics, shielding smaller telcos from skill shortages.

Set-top shipments are sliding because Samsung and LG smart-TV operating systems run IPTV apps natively, while middleware license fees rise as operators shift from perpetual to subscription contracts. Transmission equipment upgrades to HEVC and AV1 cut 4K bandwidth by 40%, letting operators add channels inside existing CDN budgets. Conditional access is moving from USB dongles to cloud key servers that secure streams on any device. Integration projects around IP multicast and unicast coexistence keep consulting pipelines full, pushing services toward a larger slice of the Internet Protocol Television market share over the forecast horizon.

Subscription packages accounted for 71.40% of revenue in 2025, driven by live sports and bundled OTT offers. Advertising-supported video-on-demand is growing at 16.3% CAGR and will add clear scale because cost-sensitive households opt for free tiers with four to six minutes of ads per hour. The internet protocol television market size for AVoD is widening in regions where average incomes lag, notably India, Brazil, and Indonesia. Operators overlay addressable ads that target household demographics, tripling CPMs relative to broadcast television.

Pay-per-view is slipping as combat sports and concerts migrate to subscription or AVoD bundles. A significant number of U.S. viewers canceled at least one paid service in the past year due to wallet strain, so hybrid models that pair small fees with lighter ad loads are gaining favor. Unified ad platforms from Akamai and Broadpeak stitch programmatic demand into live and on-demand feeds, boosting sell-through rates and keeping operators active in the internet protocol television market's digital ad value chain.

Complete Report Scope:

• By Component
  • Hardware
    • Set-Top Box (STB)
    • Middleware
    • Transmission and Encoding Equipment
    • Conditional Access Systems
  • Services
    • Managed IPTV Services
    • Integration and Consulting
    • Support and Maintenance
• By Revenue Model
  • Subscription-Based
  • Pay-Per-View
  • Advertising-Supported (AVoD)
• By Streaming Type
  • Live/Linear TV
  • Time-Shifted/Replay TV
  • Video-on-Demand
• By Device/Access Platform
  • Smart TV
  • Mobile and Tablet
  • PC/Laptop
  • Set-Top Box and Media Streamer
• By Delivery Method
  • Multicast IPTV
  • Unicast IPTV
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia and New Zealand
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Turkey
    • Rest of Middle East
  • Africa
    • South Africa
    • Nigeria
    • Egypt
    • Rest of Africa

Geography Analysis

Asia-Pacific accounted for 45.89% of global revenue in 2025 and is expected to grow at a 16.3% CAGR from 2026 to 2031, led by 380 million Chinese IPTV subscriptions and rapid fiber rollouts in India and Japan. The internet protocol television market size in China remains anchored by China Telecom's 195 million subscribers, China Mobile's 110 million, and China Unicom's 75 million. India's fiber base crossed 35 million lines by mid-2025, supporting 2 million new IPTV additions each month.

Europe faces cord-cutting, yet platforms such as MagentaTV stabilized counts by bundling Netflix and Disney+ under one interface. Deutsche Telekom added 400,000 subscribers in 2024 after years of decline. North America saw total subscriber losses, as AT&T and Verizon reported declines, but fiber broadband footprints grew, giving operators headroom to upsell streaming-only bundles.

In Africa, Nigeria, Egypt, and South Africa see mobile operators pair fixed-wireless home broadband with IPTV, bypassing the scarcity of copper. The Nigerian Communications Commission tallied 8.2 million broadband lines by mid-2025, up from 5.1 million two years earlier. South America relies on Brazil, where 28 million homes had fiber by late 2024, enabling Claro and Vivo to launch 4K IPTV. The Middle East follows with Saudi Arabia's STC and UAE's Etisalat bundling IPTV and 5G to secure 3.5 million subs across 2024-2025.

1. AT&T Inc.
2. Verizon Communications Inc.
3. Deutsche Telekom AG
4. China Telecom Corp. Ltd.
5. Orange S.A.
6. British Telecom plc
7. Telefonica S.A.
8. DISH Network Corp.
9. Comcast Corp.
10. Vodafone Group plc
11. Akamai Technologies Inc.
12. Cisco Systems Inc.
13. Huawei Technologies Co. Ltd.
14. Ericsson AB
15. ARRIS (CommScope Holding Co.)
16. Sagemcom Broadband SAS
17. ZTE Corp.
18. Imagine Communications Corp.
19. Broadpeak S.A.
20. Amino Technologies plc
21. Tripleplay Services Ltd.
22. Sterlite Technologies Ltd.
23. Moftak Solutions

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 Convergence of Fiber-to-Home Roll-outs With 4K/8K Content Demand
  • 4.2.2 Emergence of Super-Aggregation Platforms in Europe and North America
  • 4.2.3 Telco Bundling of IPTV With Fixed-Mobile Convergent Plans in Asia
  • 4.2.4 Advertising-Supported Video-on-Demand (AVoD) Monetization Gains
  • 4.2.5 Broadband Penetration Growth in Emerging Markets
  • 4.2.6 Migration of Broadcasters to IP-based Delivery Infrastructure
• 4.3 Market Restraints
  • 4.3.1 Persistent Cord-Cutting Toward Pure-OTT Services in Mature Markets
  • 4.3.2 Unicast Bandwidth Bottlenecks During Peak Sporting Events
  • 4.3.3 Regulatory Fragmentation in Multinational Content Rights
  • 4.3.4 Piracy and Illegal IPTV Distribution Networks
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Impact of Macroeconomic Factors
• 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 Component
  • 5.1.1 Hardware
    • 5.1.1.1 Set-Top Box (STB)
    • 5.1.1.2 Middleware
    • 5.1.1.3 Transmission and Encoding Equipment
    • 5.1.1.4 Conditional Access Systems
  • 5.1.2 Services
    • 5.1.2.1 Managed IPTV Services
    • 5.1.2.2 Integration and Consulting
    • 5.1.2.3 Support and Maintenance
• 5.2 By Revenue Model
  • 5.2.1 Subscription-Based
  • 5.2.2 Pay-Per-View
  • 5.2.3 Advertising-Supported (AVoD)
• 5.3 By Streaming Type
  • 5.3.1 Live/Linear TV
  • 5.3.2 Time-Shifted/Replay TV
  • 5.3.3 Video-on-Demand
• 5.4 By Device/Access Platform
  • 5.4.1 Smart TV
  • 5.4.2 Mobile and Tablet
  • 5.4.3 PC/Laptop
  • 5.4.4 Set-Top Box and Media Streamer
• 5.5 By Delivery Method
  • 5.5.1 Multicast IPTV
  • 5.5.2 Unicast IPTV
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Italy
    • 5.6.3.5 Spain
    • 5.6.3.6 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 India
    • 5.6.4.3 Japan
    • 5.6.4.4 South Korea
    • 5.6.4.5 Australia and New Zealand
    • 5.6.4.6 Rest of Asia-Pacific
  • 5.6.5 Middle East
    • 5.6.5.1 Saudi Arabia
    • 5.6.5.2 United Arab Emirates
    • 5.6.5.3 Turkey
    • 5.6.5.4 Rest of Middle East
  • 5.6.6 Africa
    • 5.6.6.1 South Africa
    • 5.6.6.2 Nigeria
    • 5.6.6.3 Egypt
    • 5.6.6.4 Rest of 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 for key companies, Products and Services, and Recent Developments)
  • 6.4.1 AT&T Inc.
  • 6.4.2 Verizon Communications Inc.
  • 6.4.3 Deutsche Telekom AG
  • 6.4.4 China Telecom Corp. Ltd.
  • 6.4.5 Orange S.A.
  • 6.4.6 British Telecom plc
  • 6.4.7 Telefonica S.A.
  • 6.4.8 DISH Network Corp.
  • 6.4.9 Comcast Corp.
  • 6.4.10 Vodafone Group plc
  • 6.4.11 Akamai Technologies Inc.
  • 6.4.12 Cisco Systems Inc.
  • 6.4.13 Huawei Technologies Co. Ltd.
  • 6.4.14 Ericsson AB
  • 6.4.15 ARRIS (CommScope Holding Co.)
  • 6.4.16 Sagemcom Broadband SAS
  • 6.4.17 ZTE Corp.
  • 6.4.18 Imagine Communications Corp.
  • 6.4.19 Broadpeak S.A.
  • 6.4.20 Amino Technologies plc
  • 6.4.21 Tripleplay Services Ltd.
  • 6.4.22 Sterlite Technologies Ltd.
  • 6.4.23 Moftak Solutions

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment