Video Streaming Market Size, Share & Trends Analysis Report By Streaming Type, By Solution, By Platform, By Service, By Revenue Model, By Deployment Type, By User, By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global video streaming market size was valued at USD 59.14 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 21.3% from 2022 to 2030. Innovations such as blockchain technology and Artificial Intelligence (AI) are used to improve video quality. AI is playing an essential role in editing, cinematography, voice-overs, scriptwriting, and several other aspects of video production and upload. These innovations are anticipated to positively influence the growth of the market. Various video streaming solution providers are using AI to improve the content quality of videos. In the recent past, the popularity of such platforms over broadcast media such as YouTube and Netflix has increased considerably. In May 2016, Netflix implemented AI to create a superior personalized experience for its subscribed consumers.

Moreover, the rapid adoption of mobile phones owing to the growing popularity of social media platforms and other digital mediums for branding & marketing is anticipated to fuel the market growth.

The growing adoption of cloud-based solutions is boosting the market growth. This trend is majorly observed in North America and Europe. Ongoing innovations and technological advancements are expected to meet the growing users’ expectations for exceptional video quality, performance, and security. For instance, in April 2019, Akamai Technologies spotlighted its innovations in delivering digital experiences of high quality at the 2019 NAB Show (U.S.). The company showcased its advancement in live and on-demand media services such as cloud wrapper, direct connect, and cloud interconnects.

The rising adoption of digital media across various industries has resulted in the population’s inclination toward multiple streaming services. For instance, in November 2019, Apple Inc. entered the online video cascading industry by launching its TV+ service. In June 2019, Wowza Media Systems, LLC announced the launch of a complete range of professional services for video-related solution providers. Furthermore, in March 2019, Google, the subsidiary of Alphabet Inc., unveiled its cloud-based gaming console, Yeti, which features a game streaming service along with gaming hardware. 

The increase in technological advancements and the number of service providers in the market pose a threat to the standalone streaming giants. For instance, in July 2019, AT&T Intellectual Property launched a new streaming service called AT&T TV to facilitate people watching television online. In April 2018, Amazon.com, Inc. partnered with Google to bring official YouTube applications to Amazon’s Fire TV. These complementary services for television and other entertainment content are anticipated to pose a threat to existing key players in the market.     

In the education and academic sector, videos can be effectively used in webinars and courses to enhance teaching and learning processes. Visual recordings have a powerful impact on students’ ability to retain information. Therefore, universities, schools, and colleges are now creating multimedia content and delivering it in the form of video presentations. Factors such as easy access to educational video content, growing demand for mobile devices, and increasing availability of the internet are positively influencing the adoption of live video streaming services for educational purposes.

The COVID-19 pandemic placed more than one^-fourth of the world’s population under lockdown. As millions of individuals remained locked into their homes, the online video streaming and entertainment services experienced a rise of around 10% in viewership during the lockdown. As a result, video streaming platforms such as Netflix, Amazon Prime Video, YouTube, and Disney+ registered a spike in the viewership worldwide. For instance, in March 2020, Netflix registered an increase of more than 50% in the number of new installations of its mobile application in Italy and more than 30% of that in Spain.

Streaming Type Insights

The live streaming segment accounted for the largest revenue share in 2021, with around 61% market share. The segment growth is attributed to surging demand for digital media devices and the availability of faster internet to access media content remotely. Some of the other factors that enrich the live streaming of videos are ad-free content, mobile viewing, analytics tracking, abundant content use, immense audience potential, and high-quality streams. 

Live content such as sports and musical events have preserved the high importance of live video streaming. However, non-linear streaming is expected to demonstrate significant growth over the coming years owing to the convenience and series linking. Several other factors that fuel the growth of the non-linear streaming segment in the industry include watch-time feasibility, no buffering, large capacity, and live pause. Moreover, video-on-demand is expected to become mainstream in all age-group populations with both the streaming types.

Solution Insights

The OTT segment accounted for the largest share of over 42% in 2021. OTT solutions deliver film and TV content through the internet without users’ subscriptions to traditional cable or pay-TV services. The segment is expected to witness a noticeable growth over the forecast period owing to the growing demand for improved automation of business processes and the full availability of broadband infrastructure. OTT’s emerging features such as hybrid monetization models, digital original content, and content fragmentation due to intensive competition are expected to further propel the segment growth.  

In 2021, the pay-TV segment accounted for a notable revenue due to a significant rise in demand for pay-TV services in countries such as China, India, Mexico, and Brazil. Moreover, customers are shifting their preference to OTT services owing to the increased programming expenses in pay-TV and IPTV services. The growing availability of unlimited wireless data plans and public Wi-Fi has also increased the number of OTT service providers. For instance, Home Box Office, Inc. launched HBO Now, an online streaming platform, which enabled an online view of HBO shows without a cable subscription.

Platform Insights

The smartphones and tablets segment accounted for the largest revenue share in 2021, with over 31% market share. The growth of this segment is attributed to the factors such as easy accessibility of the internet, increasing disposable income, better standard of living, and changing lifestyles. Moreover, the smart TV segment is expected to register significant growth over the forecast period as smart TV offers a comprehensive option of TV channels along with video streaming services such as Netflix.  

Smartphone/tablet streaming allows trouble-free live streaming owing to the abundance of reliable internet services. Owing to ease in remote access and portability, these devices are more likely to be preferred for online content watching. However, the availability of several video streaming applications, such as YouTube TV, Hulu, DirectTV Now, and PlayStation Vue, has drawn attention toward the smart TV segment. Applications such as PLEX to organize TV content are anticipated to propel the segment growth as they provide the ability to play any compatible media content on smart TV.

Service Insights

The training & support segment accounted for the largest revenue share in 2021, with nearly 38% market share. Further, the managed services segment is estimated to have a significant market share, representing around 31% of the total market in 2021. Managed services help combine broadcast and OTT solutions in one online video management solution to provide a personalized experience to viewers. This advantage is anticipated to propel the growth of the segment.

Video managed services deliver highly evolved media services to viewers, helping them achieve better content quality with higher monetization. These services include localization & access services, digital packaging & fulfillment, creative video services, and compliance & metadata services. Moreover, they combine intelligent content distribution capabilities for third-party and direct OTT streaming service providers. As managed services help manage and monetize a comprehensive OTT platform and streaming services, they are anticipated to witness significant demand over the forecast period. 

Revenue Model Insights

The subscription segment accounted for the largest revenue share in 2021, with more than 43% market share. The growth of the segment is attributed to the increasing number of video streaming subscriptions worldwide. Moreover, the subscription model offers streaming of online videos with an access fee or a subscription. For instance, Netflix offers various monthly subscription plans or programs.

Advertising is one of the common forms of monetizing streaming videos where the revenues are generated from advertisers. Since advertisers pay a massive amount for streaming their advertisements on on-demand streaming platforms owing to the marketing requirements, the advertising segment accounts for a significant share of the market. However, subscription models have gained momentum owing to a wide variety of video content as well as original content offered by the OTT providers such as Netflix Originals and Prime Originals.  

Deployment Type Insights

The cloud segment accounted for the largest revenue share in 2021, with more than 58% of the market share. The advancements in cloud computing have revolutionized video streaming and enabled the creation of platforms such as YouTube and Netflix for streaming purposes. The cloud segment in Asia Pacific is expected to register the highest CAGR in the coming years. In 2020, the segment accounted for the largest market share in North America and attributed to the growth of cloud-based services in countries such as the U.S. and Canada.

Video streaming platforms have adopted cloud-based deployment to enable large bandwidth and enhanced speed. The capability of cloud-based deployment to handle substantial data along with providing a better viewing experience has prompted several streaming services providers to opt for cloud-based deployment. Moreover, cloud scaling helps in increasing the bandwidth and dealing with buffering and latency issues. Since most enterprises do not have the networks and infrastructure capable of handling heavy traffic in online streaming, they are widely demanding cloud-based deployment.   

User Insights

The consumer segment accounted for the largest revenue share in 2021, with nearly 51% market share. This is attributed to the rise in the viewership of video on demand and live streaming services from the media and entertainment sector. The consumer segment is anticipated to grow owing to the convenience offered by watching videos remotely. Increasing mobile subscriptions and the adoption of connected devices, especially smartphones, are expected to contribute to the growth of the segment.

The enterprise segment is expected to grow at a CAGR of 21.8% over the forecast period. This growth is attributed to the increasing use of video streaming services by enterprises for training and consulting. Technological advancements such as superior video codec, web-based real-time communication, captioning, indexing, and transcoding and aggregation are expected to spur the demand for video streaming for enterprise users. Moreover, the technology improves the communication efficiency in an organization through measures such as on-demand video and flexibility in remote working conditions.

Regional Insights

North America accounted for the largest revenue share of the video streaming market in 2021, with a 38.7% share. This was majorly owing to the rapid growth of cloud-based streaming services. The European region is expected to witness a steady growth owing to the large population watching online content. Moreover, Asia Pacific is projected to demonstrate significant growth at the highest CAGR over the forecast period owing to the increasing use of mobiles and tablets, rapid technological advancements, and the popularity of online streaming.

Over-the-Top (OTT) solution has transformed the way content is consumed by viewers in Asia Pacific. Incumbent telecommunication providers and multichannel operators in this region have proactively pursued business innovation and advancement using video streaming for advanced marketing techniques. With the fastest growing broadband internet population, operators in Southeast Asia have expanded monetization opportunities by offering video streaming multichannel services along with fixed-mobile packages. These initiatives are contributing to the growth of the market in Asia Pacific.  

Key Companies & Market Share Insights

The key players such as Amazon Web Services, Inc.; Apple Inc.; and Netflix, Inc. dominated the global market in 2021. Vendors in the market are focusing on increasing the customer base to gain a competitive edge in the market.

Vendors are adopting initiatives such as collaborations, mergers & acquisitions, and partnerships. For instance, in July 2019, Hive Streaming, a Sweden-based enterprise video distribution company, partnered with Kaltura, Inc., a U.S.-based software company, to provide customers with premium video delivery capabilities. Under this partnership, the data visualization solutions of Hive Streaming are joined with Kaltura, Inc.’s broad network optimization offerings, including Kaltura eCDN, along with additional network optimization and video delivery solutions. This collaboration enabled high-quality live and non-linear video content. Some prominent players in the global video streaming market include:

• Akamai Technologies

• Amazon Web Services, Inc.

• Apple Inc.

• Cisco Systems, Inc.

• Google LLC

• Kaltura, Inc.

• Netflix, Inc.

• International Business Machine Corporation (IBM Cloud Video)

• Wowza Media Systems, LLC

• Hulu, LLC

Video Streaming Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global video streaming market report based on streaming type, solution, platform, service, revenue model, deployment type, user, and region:

• Streaming Type Outlook (Revenue, USD Billion, 2017 - 2030)

  • Live Video Streaming

  • Non-Linear Video Streaming

• Solution Outlook (Revenue, USD Billion, 2017 - 2030)

  • Internet Protocol TV

  • Over-the-Top (OTT)

  • Pay-TV

• Platform Outlook (Revenue, USD Billion, 2017 - 2030)

  • Gaming Consoles

  • Laptops & Desktops

  • Smartphones & Tablets

  • Smart TV

• Service Outlook (Revenue, USD Billion, 2017 - 2030)

  • Consulting

  • Managed Services

  • Training & Support

• Revenue Model Outlook (Revenue, USD Billion, 2017 - 2030)

  • Advertising

  • Rental

  • Subscription

• Deployment Type Outlook (Revenue, USD Billion, 2017 - 2030)

  • Cloud

  • On-Premises

• User Outlook (Revenue, USD Billion, 2017 - 2030)

  • Enterprise

    • Corporate Communications

    • Knowledge Sharing & Collaborations

    • Marketing & Client Engagement

    • Training & Development

  • Consumer

    • Real-Time Entertainment

    • Web Browsing & Advertising

    • Gaming

    • Social Networking

    • E-Learning

• Regional Outlook (Revenue, USD Billion, 2017 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • France

  • Asia Pacific

    • China

    • Japan

    • India

  • South America

    • Brazil

  • Middle East and Africa (MEA)