Video on Demand Market Outlook

According to the report by Expert Market Research (EMR), the global video-on-demand market size, aided by the rapid advancement in technology and improvements in internet infrastructure, is projected to grow at a CAGR of 12.15% in the forecast period of 2025-2034.

Video on Demand (VoD) refers to a media distribution system that allows users to access video content, such as movies, TV shows, documentaries, and other programming, at their convenience. VoD services provide digital streaming or downloading options, enabling viewers to watch content whenever they choose, rather than following a fixed broadcast schedule.

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The global video-on-demand market has undergone transformative growth in recent years, driven by advancements in technology, changing consumer behaviours, and the increasing availability of high-speed internet. This market, encompassing subscription-based services (SVOD), transactional services (TVOD), and ad-supported services (AVOD), has fundamentally altered the way audiences consume media content. Several key trends illustrate the dynamic nature of the VoD market, reflecting both opportunities and challenges faced by key players.

A major driving force behind the video-on-demand market growth is the rapid advancement in technology and improvements in internet infrastructure. The proliferation of high-speed broadband and the rollout of 4G and 5G networks have enabled seamless streaming of high-definition and ultra-high-definition content, significantly enhancing user experience. These technological advancements have also facilitated the development of sophisticated recommendation algorithms and personalised content delivery, which are critical for user retention and satisfaction. The increasing adoption of smart TVs, smartphones, and other connected devices has further broadened the accessibility of VoD services, allowing consumers to watch their favourite shows and movies anytime, anywhere.

The global video-on-demand market expansion is being aided by the dramatic shift in consumer viewing habits, with audiences increasingly favouring on-demand content over traditional linear television. The flexibility to watch content at one’s convenience, without being tied to a broadcast schedule, is a primary driver of this shift. Additionally, the binge-watching culture, where viewers consume multiple episodes or entire seasons of a series in one sitting, has become a hallmark of the VoD era.

This shift is particularly pronounced among younger demographics, who are more inclined to subscribe to VoD services and less likely to own a traditional cable TV subscription. The rise of cord-cutting, where consumers cancel their cable or satellite TV subscriptions in favour of internet-based streaming services, has further accelerated the growth of the market.

The demand for diverse and high-quality content is a significant trend in the global video-on-demand market expansion. Streaming platforms are investing heavily in original programming to differentiate themselves in a crowded market and to attract and retain subscribers. Original content, including exclusive series, films, documentaries, and specials, serves as a key competitive advantage.

Major players like Netflix, Amazon Prime Video, Disney+, and Apple TV+ have allocated substantial budgets to produce and acquire original content, leading to a golden age of television, characterised by high production values and creative storytelling. Furthermore, the globalisation of content has gained momentum, with streaming services acquiring and promoting international content to cater to a global audience. This trend not only broadens the content library but also reflects the growing appetite for diverse cultural narratives.

The global video-on-demand market is characterised by a variety of subscription models and pricing strategies aimed at capturing different segments of the audience. Subscription-based video on demand (SVOD) remains the dominant model, with platforms offering monthly or annual plans that provide unlimited access to a vast content library.

However, the market has also seen the rise of hybrid models that combine SVOD with ad-supported tiers (AVOD), offering a lower-priced or free option in exchange for watching advertisements. This approach widens the potential subscriber base by catering to both premium and cost-conscious consumers. Additionally, transactional video-on-demand (TVOD) services, where users pay for individual rentals or purchases, continue to play a role, particularly for new releases and premium content.

The COVID-19 pandemic has had a profound impact on the global video-on-demand market development, accelerating trends that were already underway. With lockdowns and social distancing measures in place, consumers turned to VoD services for entertainment and escapism, leading to a surge in subscriptions and viewership. The pandemic also disrupted traditional content production and distribution channels, with movie theatres closing and film releases being postponed or moved to streaming platforms. This shift has led to a re-evaluation of release strategies, with some studios opting for simultaneous theatrical and digital releases or even exclusive streaming premieres. The increased demand for content during the pandemic has further highlighted the importance of a robust content library and the ability to quickly adapt to changing circumstances.

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Despite the robust growth, the global video-on-demand market faces several challenges. The intense competition among streaming platforms has led to a fragmented market, with consumers often subscribing to multiple services to access their desired content. This fragmentation can lead to subscription fatigue and increased churn rates as users weigh the cost against the perceived value of each service. Additionally, the high costs associated with producing original content and acquiring licensing rights put pressure on profitability. Market players must continuously innovate and find new ways to engage and retain subscribers, whether through content offerings, user experience enhancements, or value-added features such as interactive content and live streaming.

The global video-on-demand market exhibits regional variations, influenced by factors such as internet penetration, consumer preferences, and regulatory environments. North America and Europe remain the largest markets, driven by high internet penetration and established streaming platforms. However, significant growth opportunities exist in emerging markets such as the Asia Pacific, Latin America, and Africa, where increasing internet access and the growing middle class are driving demand for digital entertainment. Localisation strategies, including offering content in local languages and catering to regional tastes, are crucial for success in these markets.

Market Segmentation

The global video-on-demand market can be divided based on business model, application, and region.

Market Breakup by Business Model

• Transactional Video-on-Demand (TVoD)
• Subscription Video-on-Demand (SVoD)
• Others

Market Breakup by Application

• Media and Entertainment
• Education and Training
• Health and Fitness
• Others

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Competitive Landscape

The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global video-on-demand market. Some of the major players explored in the report by Expert Market Research are as follows:

• Amazon Web Services, Inc.
• Netflix, Inc.
• The Walt Disney Company (Disney+)
• Apple Inc.
• Zee Entertainment Enterprises Limited
• Others

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