The Global "Video-on-Demand Market" is expected to grow at a CAGR of 17.4% during the forecasting period (2022-2029).
Video-on-Demand is defined as premium over-the-top Video-on-Demand (VoD) content, distributed over the internet. This includes three fee-based business models: firstly, rentals as a single transaction or pay-per-view (TVoD), second, rentals as subscription-based services (SVoD), and third, digital purchases via download or permanent cloud-storage (video downloads, also named electronic-sell-through or EST).
VoD service provides a wide range of video content such as movies, music, TV series, and sports to users for streaming and downloading. Furthermore, VoD systems deliver the services to users through multiple platforms and connected devices such as smartphones, tablets, computers, cable television, and smart TVs.
The global VoD market is primarily driven due to growing adoption of mobile devices for watching online videos and increasing internet based consumer spending. VoD solutions help viewers reach any connected device, providing a key competitive advantage in terms of consumer reach. In addition, the rapid developments in high-speed networks are enabling video-on-demand service providers to deliver faster downloading and streaming services to users. The adoption of mobile TV and multi-screen services for content viewing is increasing.
Moreover, increasing penetration of smartphones and growing online users across the world are expected to provide prominent opportunities for the video on-demand market. Online media consumption has shown enormous growth over the past few years. Mobile has been the preferred medium of consuming online media. The smartphone market has also grown significantly in the last 5 years.
However, piracy is one of the major concerns of the VoD market. Unauthorized and illegal downloading and sale of content is hampering the growth of the VoD market.
By product, the global VoD market is segmented into SVoD, AVoD, and TVoD. In 2018, SVoD accounted for the highest market in global VoD market. SVOD refers to subscription video on demand. It is similar to traditional TV packages; allowing users to consume as much content as they desire at a flat rate per month. With SVOD, there is far greater freedom to opt-out as users are not tied into a long-term contract. This offers greater flexibility to users. Consequently, providers of SVOD are challenged with retaining consumers.
TVOD, or transactional video on demand as it is known, is the opposite of subscription video. With TVOD, consumers purchase content on a pay-per-view basis. There are two sub-categories – known as Electronic Sell-Through, by which consumers have permanent access to a piece of content once purchased; and download to rent where customers can access the content for a limited time upon renting. TVOD services tend to offer more recent releases, which is beneficial to rights holders for higher revenues and for consumers for getting timely access to new content. AVOD refers to advertising, or ad-based, video on demand, and is free to consumers. However, much like television, consumers will have to sit through advertisements, – for instance on YouTube where ad revenue is used to offset production and hosting costs.
VoD offers a wide array of video programs that include entertainment, films, sports, and educational programs. Although VoD was initially in demand for movie access, with the changing customer preferences boosting the demand for TV programs and other content, VoD service providers had to expand their offerings to other content programmers.
By geography, the global VOD market is segmented into North America, Asia-Pacific (APAC), Europe, South America, and Middle East and Africa (MEA). In 2018, North America accounted for approximately half of the market share in global VoD market.
Increasing income levels and changing lifestyles of people are expected to drive market growth. Factors such as improving lifestyle of consumers, especially in developing countries such as Brazil, China, and India, coupled with increasing disposable income have fueled the growth in the global market. Traditionally, the highest video consumption happened on TV; however, with a significant increase and internet and mobile penetration and access to smart devices, time spent by consumers on digital video platforms has increased exponentially. This trend is expected to continue during the forecast period, thereby positively fueling the VOD market growth. Asia-Pacific region is expected to witness highest CAGR and incremental growth in the global market due to high demand for these types of services from countries like China, Japan, South Korea, and India.
Global VoD Market is concentrated with the presence of few global and regional players in the market. Creating consumer awareness by aggressive marketing strategies and greater visibility of products across various channels are other steps taken by market participants to generate demand. Initially, vendors offered VOD services through websites. However, the increasing use of mobile computing devices encouraged them to develop mobile applications which can stream videos. The use of such applications simplifies the process of payments. They also collect the personal details of consumers, which can be used to retain them through targeted advertising.
However, services offered by the Video on Demand (VoD) market face challenges such as multiple screen format management, digital rights management (DRM), and tailoring content as per different operating systems, and diversified bit rates.
Major players in the market are Apple Inc., Alphabet, Amazon.com, Inc., AT&T, The Walt Disney Company, and Netflix. Other key players in the market are Walmart, Discovery, Inc., Verizon Communications, Inc., and Popcornflix LLC.
Intense rivalry among top players in the market has started fierce competition at various levels for setting a low price, driving aggressive marketing strategies, and new and innovative service launches as per consumers’ preference.
In 2018, AT&T Inc. completed its acquisition of Time Warner Inc., bringing together global media and entertainment leaders Warner Bros., HBO, and Turner with AT&T’s leadership in technology and its video, mobile, and broadband customer relationships.
Get your free sample proposal with a single click!