세계의 모바일 TV 시장 규모는 2024년에 145억 달러에 달했습니다. 향후 IMARC Group은 2033년에는 269억 달러에 달하며, 2025-2033년에 7.1%의 성장률(CAGR)을 보일 것으로 예측하고 있습니다. 스마트폰 보급 확대, 4G 및 5G 기술을 통한 인터넷 접속 강화, OTT(Over The Top) 플랫폼의 보급 확대, 모바일 데이터 요금제 비용 하락 등이 시장 성장의 주요 요인으로 꼽힙니다.
스마트폰 보급과 인터넷 접속 증가
스마트폰의 가격 인하와 기능 강화로 더 많은 사람들이 모바일 엔터테인먼트를 즐길 수 있게 되었습니다. 4G 및 5G 기술 도입과 같은 모바일 네트워크 시스템의 개선은 보다 빠르고 안정적인 인터넷 연결을 제공하고 고품질 비디오 스트리밍을 용이하게 하고 있습니다. Global Mobile Suppliers Association(GSA)의 '5G-Market Snapshot November 2023'에 따르면 173개국 578개 사업자가 5G 기술에 투자하고 있으며, 114개국 300개 사업자가 이미 3GPP를 준수하는 5G 서비스를 하고 있습니다. GSA는 2,148개의 5G 단말기를 발견했으며, 1,756개는 구매가 가능하여 작년에 비해 눈에 띄게 증가했습니다. 강력한 기기와 강력한 인터넷 연결에 쉽게 접속할 수 있게 됨에 따라 사용자는 어디서든 미디어를 시청할 수 있게 되었고, 모바일 TV(TV) 서비스에 대한 수요가 증가하고 있습니다. 언제 어디서든 쉽게 엔터테인먼트에 접근할 수 있는 편리함은 개인의 현대적 라이프스타일에 부합하며, 모바일 TV는 매력적인 선택이 되고 있습니다.
오버더탑(OTT) 플랫폼의 인기 증가
OTT 서비스는 영화, TV 프로그램, 다큐멘터리, 독점 오리지널 프로그램 등 다양한 컨텐츠를 제공하는 것으로, 기존 케이블이나 위성방송의 계약 없이도 모바일 기기를 통해 쉽게 접속할 수 있습니다. 이 DTC(Direct-to-Consumer) 방식은 가입자가 스마트폰이나 태블릿PC의 앱을 통해 컨텐츠에 접근하고 시청할 수 있는 독보적인 편의성을 제공합니다. 구독형이나 광고가 포함된 무료 버전과 같은 경쟁적인 가격 모델은 진입장벽을 낮춤으로써 더 많은 시청자가 저렴한 가격으로 서비스를 이용할 수 있도록 하고 있습니다. 또한 OTT 플랫폼은 라이브 스트리밍, 개인화된 제안 등 인터랙티브하고 몰입감 있는 컨텐츠를 추천함으로써 사용자 참여를 높이고 지속적으로 진화하고 있습니다. OTT 플랫폼의 유연성, 다양한 컨텐츠 제공, 사용자 중심의 기능은 모바일과 온디맨드 시청을 선호하는 사람들이 늘어남에 따라 OTT 플랫폼의 인기를 견인하며 매우 매력적인 요소로 작용하고 있습니다. 2024년, Dish TV는 'Dish TV Smart+'를 출시했습니다. 이는 OTT 서비스와 기존 TV 계약을 결합한 것으로, Dish TV와 D2H(Direct-to-Home) 사용자는 추가 비용 없이 모든 화면에서 TV와 OTT 컨텐츠에 액세스할 수 있습니다.
모바일 데이터 요금제 저가화
IT 및 통신사들은 보다 저렴하고 대용량 데이터 요금제를 제공하기 위해 경쟁적으로 경쟁하고 있으며, 스마트폰으로 동영상을 보다 경제적으로 시청할 수 있도록 하고 있습니다. 이러한 저렴한 가격 증가는 특히 가격의식이 더 중요한 신흥 시장에서 신규 사용자들의 진입을 용이하게 하고 있습니다. 모바일 데이터 요금제와 모바일 TV 서비스 가입이 결합된 패키지는 개인의 모바일 스트리밍 이용을 촉진합니다. 데이터 요금제에 여유가 있고 경제적으로 이용하기 쉬운 추세는 모바일 TV 서비스에 대한 접근성 향상으로 이어져 더 많은 시청자들이 원활한 스트리밍 경험을 즐길 수 있게 될 것입니다. 모바일 데이터의 민주화는 보다 종합적인 디지털 생태계를 구축하여 시장 성장을 지원합니다. 2024년 7월, 보다폰 아이디어(Vi)는 광섬유 인터넷, 선불 모바일, Disney+Hotstar와 ZEE5 등 OTT 구독을 하나의 패키지로 묶은 'Vi One'을 발표했습니다.
The global mobile TV market size reached USD 14.5 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 26.9 Billion by 2033, exhibiting a growth rate (CAGR) of 7.1% during 2025-2033. The growing smartphone penetration, enhanced internet access through 4G and 5G technologies, increasing popularity of over-the-top (OTT) platforms, and decreasing cost of mobile data plans are some of the factors impelling the market growth.
Rising Smartphone Penetration and Internet Access
With the increasing affordability and feature enhancements of smartphones, more people are able to enjoy mobile entertainment. Improved mobile network systems, such as the implementation of 4G and 5G technologies, offer quicker and more trustworthy internet connections, making high-quality video streaming easier. According to the 5G-Market Snapshot November 2023 by Global Mobile Suppliers Association (GSA), 578 operators across 173 nations had made investments in 5G technology, while 300 operators in 114 countries had already rolled out 3GPP-compliant 5G services. GSA found 2,148 5G devices, with 1,756 being available for purchase, showing a notable increase compared to last year. The easy access to powerful devices and strong internet connections allows users to watch media wherever they are, driving the demand for mobile television (TV) services. The ease of accessing entertainment anytime and anywhere aligns well with the modern lifestyles of individuals, making mobile TV an attractive option.
Growing Popularity of Over-The-Top (OTT) Platforms
Over-the-top (OTT) services provide a wide range of content, such as movies, TV shows, documentaries, and exclusive original programming, which can be easily accessed on mobile devices without requiring traditional cable or satellite subscriptions. This direct-to-consumer (DTC) approach offers unmatched convenience, allowing subscribers to access and watch content on their smartphones and tablets via apps. Competitive pricing models like subscription levels and ad-supported free versions make these services affordable to a wider audience by decreasing entry barriers. Moreover, OTT platforms are consistently evolving by recommending interactive and immersive content such as live streaming and personalized suggestions, which elevate user involvement. The flexibility, diverse content offerings, and user-centric features of OTT platforms make them highly attractive, driving their popularity as more people shift towards mobile and on-demand viewing preferences. In 2024, Dish TV launched 'Dish TV Smart+', which combines OTT services with traditional TV subscriptions, giving Dish TV and direct-to-home (D2H) users access to TV and OTT content on all screens without any additional fees.
Increasing Affordability of Mobile Data Plans
Telecommunication companies are competing to provide cheaper and high-volume data plans, making it more economical for people to watch videos on their smartphones. This increased affordability makes it easier for new users to join, especially in developing markets where price awareness is more crucial. Combined packages that include mobile data plans along with subscriptions to mobile TV services encourage individuals to use mobile streaming. The trend of data plans that are both more generous and economically feasible is leading to higher accessibility to mobile TV services, allowing a broader range of viewers to enjoy smooth streaming experiences. The democratization of mobile data helps create a digital ecosystem that is more inclusive, support the growth of the market. In July 2024, Vodafone Idea (Vi) introduced 'Vi One,' a package deal that includes fiber internet, prepaid mobile, and OTT subscriptions like Disney+ Hotstar and ZEE5 in one all-inclusive plan.
Video-on-demand (VoD) enables users to choose and view video content whenever they prefer instead of being limited to a set broadcast schedule. This segment is gaining attention because of its versatility and wide range of content, such as films, series, and documentaries. The demand for VoD is driven by the desire for customized viewing experiences and the opportunity to binge-watch shows. In 2023, 1&1 introduced "1&1 Cinema," a VOD service, in collaboration with Zattoo and Rakuten TV, providing more than 6,000 titles to its broadband subscribers. This offering merged no-cost and paid material by incorporating Rakuten TV's transactional video-on-demand (TVOD) into Zattoo's platform.
Online video includes content produced by influencers, independent creators, and user-generated short videos. This segment is renowned for its wide range and fast usage rate, typically accessed through platforms that encourage user interaction and participation. The rise of online video is driven by the increase of social media platforms and video-sharing websites, where short and engaging content can quickly gain popularity. This segment is very appealing, especially to younger audiences who enjoy diverse and dynamic content due to lower production costs and easy accessibility.
Live streaming involves broadcasting real-time events, including sports, concerts, news, and other live performances. This segment is becoming popular because of the progress in mobile technology and the rising access to high-speed internet. Viewers are drawn to live streaming because of its immediacy and the chance to interact with the content in real-time. The segment benefits from the integration of interactive features such as live chats and polls enhancing viewer engagement and participation.
OTT holds the largest share of the industry
OTT, which is known for providing video content over the internet without using traditional methods like cable or satellite television, leads the market. The dominance of this segment is driven by the increasing availability of high-speed internet and the growing use of smart devices, enabling easy and flexible access to OTT content. Viewers are attracted to OTT services because of their ability to provide content on demand, offer a wide range of content, and allow for streaming on various devices. The rise of subscription-based streaming services and the creation of exclusive, high-quality content are further driving the demand for OTT platforms. In March 2024, Africell Angola collaborated with Perception Group to introduce AfriTV, an OTT mobile TV service providing 44 live TV channels and catch-up TV for mobile data users. This project aims to improve the variety of entertainment choices available to users in Angola.
Pay TV services represent the leading market segment
Pay TV services hold the biggest market share, including subscription-based models in which viewers pay a fee to watch a variety of television programs. This segment consists of conventional cable/satellite subscriptions along with contemporary streaming services, providing exclusive channels, premium content, and on-demand viewing choices. The appeal of pay TV services is found in their vast content collections, top-notch programming, and the option to enjoy ad-free viewing. Additionally, the increasing demand for high-definition and 4K content, bundled service packages, and the inclusion of value-added features such as digital video recorder (DVR) capabilities and multi-device access are supporting the market growth. As people seek more tailored and high-quality viewing experiences, pay TV services continues to attract a notable user base. In 2024, Verizon introduced the "myHome" plan for home internet users, which offers discounted streaming services bundled with the option to choose YouTube TV for their pay-TV, providing integrated mobile and TV streaming choices.
Personal exhibits a clear dominance in the market
Personal dominates the market due to the extensive use of mobile devices for individual entertainment purposes. This segment includes a diverse range of applications where users stream video content for personal usage, such as watching TV shows, movies, live sports, and user-generated content. The dominance of the personal segment is driven by the rising accessibility and availability of smartphones and tablets, along with the improvement of mobile network infrastructure that enables fast streaming. Furthermore, customization options provided by streaming services, such as tailored suggestions and individualized content collections, increase the attractiveness of mobile TV for personal usage. The convenience of accessing entertainment anytime and anywhere continues to attract a large number of users to this segment.
Asia Pacific leads the market, accounting for the largest mobile TV market share
The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, Asia Pacific represents the largest regional market for mobile tv.
Asia Pacific dominates the market due to its large and tech-savvy population, rapid urbanization, and high smartphone usage. The growing middle class and rising disposable income in the region are driving the need for mobile entertainment services. It is predicted that the middle-class population in India will increase from 432 million people in 2020-21 to 715 million (or 47% of the population) in 2030-31 and then reach 1.02 billion out of India's estimated population of 1.66 billion in 2047, as per the data provided by the India Brand Equity Foundation (IBEF). Furthermore, the region is also witnessing increasing investments in 4G and 5G network infrastructures, which are improving the availability and excellence of mobile TV content. Moreover, the rise of cost-effective data packages and the increasing demand for local and regional content are contributing to the market growth.
(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)