유료 TV 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측 - 유형별(케이블 TV, 위성 TV, 인터넷 프로토콜 TV(IPTV)), 용도별(주택, 상업), 지역별, 경쟁별(2020-2030년)

The global pay TV market was valued at USD 221.56 billion in 2024 and is projected to reach USD 263.85 billion by 2030, growing at a compound annual growth rate (CAGR) of 3.01% during the forecast period. The market has experienced significant shifts and challenges in recent years, reflecting changing trends in media consumption. Historically, pay TV, encompassing cable, satellite, and IPTV services, has been a primary source of television content. However, the emergence of over-the-top (OTT) streaming platforms has disrupted the market, reshaping consumer preferences. The rising popularity of services such as Netflix, Amazon Prime Video, and Disney+ is altering viewer behavior, intensifying competition for traditional pay TV providers.

According to a report by Digital TV Research, Western Europe is expected to lose approximately 9 million subscribers between 2023 and 2029, indicating a growing shift towards OTT services. In response, pay TV operators in the region are increasingly integrating streaming services into their offerings, enabling customers to access both live TV and on-demand content. Technological advancements, particularly the expansion of high-speed internet, have further facilitated the exploration of alternative content delivery platforms, contributing to the decline in traditional pay TV subscriptions. This trend is particularly notable in developed markets, where cord-cutting and cord-shaving are prevalent.

Despite these challenges, emerging markets present significant growth opportunities for pay TV providers. The increasing popularity of OTT services has prompted partnerships between traditional pay TV providers and OTT platforms, allowing providers to expand their content libraries and reach broader audiences. By incorporating OTT services, providers can offer viewers a diverse content experience through a unified interface, enhancing the overall viewing experience.

Key Drivers: Technological Advancements and Innovation Technological innovation is a key driver of growth in the global pay TV market. Ongoing advancements have revolutionized content delivery and consumption. The shift from analog to digital broadcasting, the introduction of high-definition (HD) and 4K resolutions, and the integration of interactive features have significantly improved the pay TV viewing experience. Innovations such as advanced set-top boxes, smart TVs, and on-demand services have further transformed the industry.

The rise of OTT streaming services is a direct result of these technological innovations. Streaming platforms utilize high-speed internet to deliver content directly to consumers, bypassing traditional cable or satellite subscriptions. This has intensified competition in the market, pushing traditional pay TV providers to adopt new technologies and business models to maintain relevance. The development of virtual multichannel video programming distributors (vMVPDs) exemplifies how technology is enabling flexible content delivery, offering consumers greater choice in channels and content packages.

Key Challenges: Changing Consumer Preferences and Cord-Cutting Trends Shifting consumer preferences represent a major challenge for the pay TV market. Viewers are increasingly drawn to flexible, on-demand content rather than traditional linear programming. The growing trend of cord-cutting, where consumers abandon traditional pay TV in favor of more cost-effective and customizable options, continues to gain momentum. This challenge is especially pronounced in mature markets, where consumers have a wealth of content options, intensifying competition among service providers.

To address these changes, pay TV operators must adapt to evolving consumer demands by offering flexible subscription plans, integrating streaming services, and enhancing the user experience. Providing personalized content bundles and seamless access across multiple devices are critical strategies for success in this competitive landscape.

Key Trends: Transition to IP-Based and OTT Services The shift towards Internet Protocol (IP)-based and Over-the-Top (OTT) services is a transformative trend in the global pay TV market. Traditional cable and satellite systems are increasingly being supplemented or replaced by IP-based technologies, allowing content delivery over the internet. This transition is fueled by the global expansion of high-speed internet access and growing consumer demand for on-demand, personalized content.

IPTV (Internet Protocol Television) services allow content to be delivered over broadband internet connections, offering viewers an interactive and customizable experience. OTT services, which bypass traditional distribution channels by delivering content directly via the internet, are contributing to the "cord-cutting" trend. Streaming platforms such as Netflix, Hulu, and Amazon Prime Video are at the forefront of this trend, offering flexible, cost-effective alternatives to traditional pay TV.

In response, many traditional pay TV providers are adopting IP-based technologies and OTT services into their offerings. Hybrid models that combine traditional linear programming with on-demand streaming are becoming more prevalent, enabling operators to serve a wider range of consumer preferences. As high-speed internet infrastructure continues to expand, the transition to IP-based and OTT services is expected to accelerate.

Key Market Players:

• Bharti Airtel Limited
• DirecTV, LLC
• Charter Communications, Inc.
• Foxtel Group
• DISH Network L.L.C.
• Comcast Corporation
• Dish TV India Limited
• EchoStar Corporation
• PJSC Rostelecom
• Fetch TV Pty Limited

Report Scope: This report segments the global pay TV market into the following categories, with detailed industry trends also highlighted:

• Pay TV Market by Type: Cable TV, Satellite TV, Internet Protocol TV (IPTV)
• Pay TV Market by Application: Residential, Commercial

Pay TV Market by Region:

• North America: United States, Canada, Mexico
• Europe: France, United Kingdom, Italy, Germany, Spain
• Asia-Pacific: China, India, Japan, Australia, South Korea, Indonesia
• Middle East & Africa: South Africa, Saudi Arabia, UAE, Turkey
• South America: Argentina, Colombia, Brazil

Competitive Landscape and Company Profiles: This section provides a comprehensive analysis of the major players in the global pay TV market.

Available Customizations: TechSci Research offers customizations to the Global Pay TV Market report according to specific company requirements. Customization options include:

• In-depth analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Market Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Market Overview
• 3.2. Market Forecast
• 3.3. Key Regions
• 3.4. Key Segments

4. Global Pay TV Market Outlook

• 4.1. Market Size & Forecast
  • 4.1.1. By Value
• 4.2. Market Share & Forecast
  • 4.2.1. By Type Market Share Analysis (Cable TV, Satellite TV, Internet Protocol TV (IPTV))
  • 4.2.2. By Application Market Share Analysis (Residential, Commercial)
  • 4.2.3. By Regional Market Share Analysis
    • 4.2.3.1. North America Market Share Analysis
    • 4.2.3.2. Europe Market Share Analysis
    • 4.2.3.3. Asia-Pacific Market Share Analysis
    • 4.2.3.4. Middle East & Africa Market Share Analysis
    • 4.2.3.5. South America Market Share Analysis
  • 4.2.4. By Top 5 Companies Market Share Analysis, Others (2024)
• 4.3. Global Pay TV Market Mapping & Opportunity Assessment
  • 4.3.1. By Type Market Mapping & Opportunity Assessment
  • 4.3.2. By Application Market Mapping & Opportunity Assessment
  • 4.3.3. By Regional Market Mapping & Opportunity Assessment

5. North America Pay TV Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Type Market Share Analysis
  • 5.2.2. By Application Market Share Analysis
  • 5.2.3. By Country Market Share Analysis
    • 5.2.3.1. United States Pay TV Market Outlook
      • 5.2.3.1.1. Market Size & Forecast
      • 5.2.3.1.1.1. By Value
      • 5.2.3.1.2. Market Share & Forecast
      • 5.2.3.1.2.1. By Type Market Share Analysis
      • 5.2.3.1.2.2. By Application Market Share Analysis
    • 5.2.3.2. Canada Pay TV Market Outlook
      • 5.2.3.2.1. Market Size & Forecast
      • 5.2.3.2.1.1. By Value
      • 5.2.3.2.2. Market Share & Forecast
      • 5.2.3.2.2.1. By Type Market Share Analysis
      • 5.2.3.2.2.2. By Application Market Share Analysis
    • 5.2.3.3. Mexico Pay TV Market Outlook
      • 5.2.3.3.1. Market Size & Forecast
      • 5.2.3.3.1.1. By Value
      • 5.2.3.3.2. Market Share & Forecast
      • 5.2.3.3.2.1. By Type Market Share Analysis
      • 5.2.3.3.2.2. By Application Market Share Analysis

6. Europe Pay TV Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Type Market Share Analysis
  • 6.2.2. By Application Market Share Analysis
  • 6.2.3. By Country Market Share Analysis
    • 6.2.3.1. France Pay TV Market Outlook
      • 6.2.3.1.1. Market Size & Forecast
      • 6.2.3.1.1.1. By Value
      • 6.2.3.1.2. Market Share & Forecast
      • 6.2.3.1.2.1. By Type Market Share Analysis
      • 6.2.3.1.2.2. By Application Market Share Analysis
    • 6.2.3.2. United Kingdom Pay TV Market Outlook
      • 6.2.3.2.1. Market Size & Forecast
      • 6.2.3.2.1.1. By Value
      • 6.2.3.2.2. Market Share & Forecast
      • 6.2.3.2.2.1. By Type Market Share Analysis
      • 6.2.3.2.2.2. By Application Market Share Analysis
    • 6.2.3.3. Italy Pay TV Market Outlook
      • 6.2.3.3.1. Market Size & Forecast
      • 6.2.3.3.1.1. By Value
      • 6.2.3.3.2. Market Share & Forecast
      • 6.2.3.3.2.1. By Type Market Share Analysis
      • 6.2.3.3.2.2. By Application Market Share Analysis
    • 6.2.3.4. Germany Pay TV Market Outlook
      • 6.2.3.4.1. Market Size & Forecast
      • 6.2.3.4.1.1. By Value
      • 6.2.3.4.2. Market Share & Forecast
      • 6.2.3.4.2.1. By Type Market Share Analysis
      • 6.2.3.4.2.2. By Application Market Share Analysis
    • 6.2.3.5. Spain Pay TV Market Outlook
      • 6.2.3.5.1. Market Size & Forecast
      • 6.2.3.5.1.1. By Value
      • 6.2.3.5.2. Market Share & Forecast
      • 6.2.3.5.2.1. By Type Market Share Analysis
      • 6.2.3.5.2.2. By Application Market Share Analysis

7. Asia-Pacific Pay TV Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Type Market Share Analysis
  • 7.2.2. By Application Market Share Analysis
  • 7.2.3. By Country Market Share Analysis
    • 7.2.3.1. China Pay TV Market Outlook
      • 7.2.3.1.1. Market Size & Forecast
      • 7.2.3.1.1.1. By Value
      • 7.2.3.1.2. Market Share & Forecast
      • 7.2.3.1.2.1. By Type Market Share Analysis
      • 7.2.3.1.2.2. By Application Market Share Analysis
    • 7.2.3.2. India Pay TV Market Outlook
      • 7.2.3.2.1. Market Size & Forecast
      • 7.2.3.2.1.1. By Value
      • 7.2.3.2.2. Market Share & Forecast
      • 7.2.3.2.2.1. By Type Market Share Analysis
      • 7.2.3.2.2.2. By Application Market Share Analysis
    • 7.2.3.3. Japan Pay TV Market Outlook
      • 7.2.3.3.1. Market Size & Forecast
      • 7.2.3.3.1.1. By Value
      • 7.2.3.3.2. Market Share & Forecast
      • 7.2.3.3.2.1. By Type Market Share Analysis
      • 7.2.3.3.2.2. By Application Market Share Analysis
    • 7.2.3.4. Australia Pay TV Market Outlook
      • 7.2.3.4.1. Market Size & Forecast
      • 7.2.3.4.1.1. By Value
      • 7.2.3.4.2. Market Share & Forecast
      • 7.2.3.4.2.1. By Type Market Share Analysis
      • 7.2.3.4.2.2. By Application Market Share Analysis
    • 7.2.3.5. South Korea Pay TV Market Outlook
      • 7.2.3.5.1. Market Size & Forecast
      • 7.2.3.5.1.1. By Value
      • 7.2.3.5.2. Market Share & Forecast
      • 7.2.3.5.2.1. By Type Market Share Analysis
      • 7.2.3.5.2.2. By Application Market Share Analysis
    • 7.2.3.6. Indonesia Pay TV Market Outlook
      • 7.2.3.6.1. Market Size & Forecast
      • 7.2.3.6.1.1. By Value
      • 7.2.3.6.2. Market Share & Forecast
      • 7.2.3.6.2.1. By Type Market Share Analysis
      • 7.2.3.6.2.2. By Application Market Share Analysis

8. Middle East & Africa Pay TV Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Type Market Share Analysis
  • 8.2.2. By Application Market Share Analysis
  • 8.2.3. By Country Market Share Analysis
    • 8.2.3.1. South Africa Pay TV Market Outlook
      • 8.2.3.1.1. Market Size & Forecast
      • 8.2.3.1.1.1. By Value
      • 8.2.3.1.2. Market Share & Forecast
      • 8.2.3.1.2.1. By Type Market Share Analysis
      • 8.2.3.1.2.2. By Application Market Share Analysis
    • 8.2.3.2. Saudi Arabia Pay TV Market Outlook
      • 8.2.3.2.1. Market Size & Forecast
      • 8.2.3.2.1.1. By Value
      • 8.2.3.2.2. Market Share & Forecast
      • 8.2.3.2.2.1. By Type Market Share Analysis
      • 8.2.3.2.2.2. By Application Market Share Analysis
    • 8.2.3.3. UAE Pay TV Market Outlook
      • 8.2.3.3.1. Market Size & Forecast
      • 8.2.3.3.1.1. By Value
      • 8.2.3.3.2. Market Share & Forecast
      • 8.2.3.3.2.1. By Type Market Share Analysis
      • 8.2.3.3.2.2. By Application Market Share Analysis
    • 8.2.3.4. Turkey Pay TV Market Outlook
      • 8.2.3.4.1. Market Size & Forecast
      • 8.2.3.4.1.1. By Value
      • 8.2.3.4.2. Market Share & Forecast
      • 8.2.3.4.2.1. By Type Market Share Analysis
      • 8.2.3.4.2.2. By Application Market Share Analysis

9. South America Pay TV Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Type Market Share Analysis
  • 9.2.2. By Application Market Share Analysis
  • 9.2.3. By Country Market Share Analysis
    • 9.2.3.1. Argentina Pay TV Market Outlook
      • 9.2.3.1.1. Market Size & Forecast
      • 9.2.3.1.1.1. By Value
      • 9.2.3.1.2. Market Share & Forecast
      • 9.2.3.1.2.1. By Type Market Share Analysis
      • 9.2.3.1.2.2. By Application Market Share Analysis
    • 9.2.3.2. Colombia Pay TV Market Outlook
      • 9.2.3.2.1. Market Size & Forecast
      • 9.2.3.2.1.1. By Value
      • 9.2.3.2.2. Market Share & Forecast
      • 9.2.3.2.2.1. By Type Market Share Analysis
      • 9.2.3.2.2.2. By Application Market Share Analysis
    • 9.2.3.3. Brazil Pay TV Market Outlook
      • 9.2.3.3.1. Market Size & Forecast
      • 9.2.3.3.1.1. By Value
      • 9.2.3.3.2. Market Share & Forecast
      • 9.2.3.3.2.1. By Type Market Share Analysis
      • 9.2.3.3.2.2. By Application Market Share Analysis

10. Market Dynamics

• 10.1. Drivers
• 10.2. Challenges

11. Impact of COVID-19 on Global Pay TV Market

• 11.1. Impact Assessment Model
  • 11.1.1. Key Segments Impacted
  • 11.1.2. Key Regions Impacted
  • 11.1.3. Key Countries Impacted

12. Market Trends & Developments

13. Competitive Landscape

• 13.1. Company Profiles
  • 13.1.1. Bharti Airtel Limited
    • 13.1.1.1. Company Details
    • 13.1.1.2. Products
    • 13.1.1.3. Financials (As Per Availability)
    • 13.1.1.4. Key Market Focus & Geographical Presence
    • 13.1.1.5. Recent Developments
    • 13.1.1.6. Key Management Personnel
  • 13.1.2. Directv, LLC.
    • 13.1.2.1. Company Details
    • 13.1.2.2. Products
    • 13.1.2.3. Financials (As Per Availability)
    • 13.1.2.4. Key Market Focus & Geographical Presence
    • 13.1.2.5. Recent Developments
    • 13.1.2.6. Key Management Personnel
  • 13.1.3. Charter Communications, Inc.
    • 13.1.3.1. Company Details
    • 13.1.3.2. Products
    • 13.1.3.3. Financials (As Per Availability)
    • 13.1.3.4. Key Market Focus & Geographical Presence
    • 13.1.3.5. Recent Developments
    • 13.1.3.6. Key Management Personnel
  • 13.1.4. Foxtel Group
    • 13.1.4.1. Company Details
    • 13.1.4.2. Products
    • 13.1.4.3. Financials (As Per Availability)
    • 13.1.4.4. Key Market Focus & Geographical Presence
    • 13.1.4.5. Recent Developments
    • 13.1.4.6. Key Management Personnel
  • 13.1.5. DISH Network L.L.C
    • 13.1.5.1. Company Details
    • 13.1.5.2. Products
    • 13.1.5.3. Financials (As Per Availability)
    • 13.1.5.4. Key Market Focus & Geographical Presence
    • 13.1.5.5. Recent Developments
    • 13.1.5.6. Key Management Personnel
  • 13.1.6. Comcast Corporation
    • 13.1.6.1. Company Details
    • 13.1.6.2. Products
    • 13.1.6.3. Financials (As Per Availability)
    • 13.1.6.4. Key Market Focus & Geographical Presence
    • 13.1.6.5. Recent Developments
    • 13.1.6.6. Key Management Personnel
  • 13.1.7. Dish TV India Limited
    • 13.1.7.1. Company Details
    • 13.1.7.2. Products
    • 13.1.7.3. Financials (As Per Availability)
    • 13.1.7.4. Key Market Focus & Geographical Presence
    • 13.1.7.5. Recent Developments
    • 13.1.7.6. Key Management Personnel
  • 13.1.8. EchoStar Corporation
    • 13.1.8.1. Company Details
    • 13.1.8.2. Products
    • 13.1.8.3. Financials (As Per Availability)
    • 13.1.8.4. Key Market Focus & Geographical Presence
    • 13.1.8.5. Recent Developments
    • 13.1.8.6. Key Management Personnel
  • 13.1.9. PJSC Rostelecom
    • 13.1.9.1. Company Details
    • 13.1.9.2. Products
    • 13.1.9.3. Financials (As Per Availability)
    • 13.1.9.4. Key Market Focus & Geographical Presence
    • 13.1.9.5. Recent Developments
    • 13.1.9.6. Key Management Personnel
  • 13.1.10. Fetch TV Pty Limited
    • 13.1.10.1. Company Details
    • 13.1.10.2. Products
    • 13.1.10.3. Financials (As Per Availability)
    • 13.1.10.4. Key Market Focus & Geographical Presence
    • 13.1.10.5. Recent Developments
    • 13.1.10.6. Key Management Personnel

14. Strategic Recommendations/Action Plan

• 14.1. Key Focus Areas
• 14.2. Target By Type
• 14.3. Target By Application

15. About Us & Disclaimer