Phat thanh chiem 47,5% tat ca xem televisi My trong thang Muoi Hai 2025 — thi phan lon nhat Nielsen da thi diem — trong khi truyen hinh truyen thong roi thanh 20,2%. Doanh thu dang ky phat thanh toan cau da vuot qua 157,1 ty USD nam 2025, tang 14% nam so voi nam truoc va hon ba lan 50 ty USD duoc dat tru 2020 (Ampere Analysis, Doanh Thu Phat Thanh Toan Cau 2025). Kinh doanh phat thanh video da ngung tro thanh canh tranh dat va bien doi thanh cuoc choi bien.
Ba thay doi xac dinh 2026. Netflix va Disney deu da ngung xuat ban so dem doi tuong gia dich, day nganh o huong doanh thu va tham gia nhu chi so chieu. Cac muc tro cap boi quang cao hien dang lan dau tang truong doi tuong gia dich net, khong phuong an cao cap. Va nhap di truyen hinh tra tien o My da roi xuong duoi 35% cua gia dinh, mot su suy giam co cau truc khong co san khong co goc nhin.
Chung toi da bieu chi so 52+ du lieu tu Nielsen, Ampere Analysis, Antenna, Omdia, Digital TV Research, eMarketer, Parks Associates, va bao cao ket qua cong ty, tham chieu du lieu kich thuoc thi truong trong hai hay nhieu cong ty khi uoc tinh phan ky.
Cac Yeu To Chinh
- Phat thanh hit 47,5% cua xem televisi My trong thang Muoi Hai 2025, mot thanh tich Nielsen toan thoi gian, so voi 20,2% cho truyen dan va 21,4% cho siaran (Nielsen, The Gauge, thang Muoi Hai 2025).
- Doanh thu dang ky phat thanh toan cau dat 157,1 ty USD nam 2025, tang 14% nam so voi nam truoc (Ampere Analysis, 2026).
- Bao gom quang cao, phat thanh tao ra 177 ty USD tren toan the gioi nam 2025, voi doanh thu quang cao gan 20 ty USD (Ampere Analysis, 2026).
- Netflix xuat hinh doanh thu Q1 2026 la 12,25 ty USD, tang 16%, voi bien do van hanh la 32,3% — bien do hoc theo cao nhat cua no (ket qua Netflix Q1 2026, 2026).
- HBO Max vuot qua 140 trieu doi tuong gia dich o Q1 2026, voi quan ly huong dan 150 trieu tong cong vao cuoi nam (ket qua Warner Bros. Discovery Q1 2026, 2026).
- Muc tro cap boi quang cao Netflix dat 190 trieu tham gia hoat dong hang thang toan cau tai Q1 2026 (ket qua Netflix Q1 2026, 2026).
- 57% cac doi tuong gia dich phat thanh My hien su dung cac ke hoach tro cap boi quang cao, va 71% cua cac dang ky net-new trong chin quy qua cac xuat phat tu muc quang cao (eMarketer, 2026).
- YouTube mot minh chiem 12,5% cua xem televisi My vao thang Gieng 2026, tang tu 10,8% mot nam truoc do (Nielsen, The Gauge, thang Gieng 2026).
- Chi 34,4% cua gia dinh My van co truyen hinh tra tien tai Q1 2026, giam tu dinh cao tren 88% nam 2010 (du lieu nganh cat can dien, Q1 2026).
- Churn SVOD cao cap on dinh o muc hang thang trung binh co trong luong 4,6% nam 2025, ket thuc nhieu nam bien dong (Antenna, Trang Thai Cua Dang Ky, 2026).
- Doanh thu televisi va video truc tuyen toan cau du kien se vuot qua 1 ty USD nam 2030, tang tu 775 ty USD nam 2025 (Omdia, 2026).
- Ampere du kien doanh thu dang ky phat thanh se vuot qua 200 ty USD nam 2030, muc tang them 29% trong nam nam (Ampere Analysis, 2026).
1. Kich Thuoc va Tang Truong Thi Truong
Nen kinh te phat thanh da vuot qua hai ngan tan bieu tuong nam 2025. Doanh thu dang ky mot minh vuot qua 150 ty USD lan dau tien, va tong doanh thu phat thanh bao gom quang cao dat 177 ty USD (Ampere Analysis, Doanh Thu Phat Thanh Toan Cau 2025). Doanh thu dang ky phat thanh toan cau da tang bon lan trong nam nam, tu 50 ty USD nam 2020 den 157,1 ty USD nam 2025.
Uoc tinh kich thuoc thi truong khac nhau it nhat theo do pham vi. Doan SVOD tap nhat duoc du kien o 98,37 ty USD nam 2026, trong khi cac du bao video OTT rong hon gap du lieu doanh thu quang cao va giao dich co tran tu 221 ty den 265 ty USD (Statista, Video Streaming SVOD, 2026; The Business Research Company, Thi Truong Phat Thanh OTT, 2026). Lan toa phan anh nhung gi moi cong ty tinh nhu “phat thanh” — khong phai la su khac biet ve huong.
| Metric | Gia tri | Nguon |
|---|---|---|
| Doanh thu dang ky phat thanh toan cau (2025) | $157,1B | Ampere Analysis 2026 |
| Tang truong doanh thu dang ky phat thanh (2024→2025) | +14% | Ampere Analysis 2026 |
| Tong doanh thu phat thanh incl. quang cao (2025) | $177B | Ampere Analysis 2026 |
| Doanh thu quang cao phat thanh (2025) | ~$20B | Ampere Analysis 2026 |
| Kich thuoc thi truong SVOD toan cau (est. 2026) | $98,37B | Statista 2026 |
| Kich thuoc thi truong phat thanh video OTT (est. 2026) | $264,85B | The Business Research Company 2026 |
| Thay doi doanh thu dang ky 5 nam (2020→2025) | +214% | Ampere Analysis 2026 |
| Doanh thu dang ky du kien (2030) | $200B+ | Ampere Analysis 2026 |
Nguon: Ampere Analysis — Doanh thu dang ky phat thanh toan cau vuot qua 150 ty USD
Su phat trien cham tro la cau chuyen that. Sau khi tang gon ba lan trong nam nam, Ampere du kien chi muc tang them 29% trong nam nam toi — tang hang nam la mot so. Phat thanh hien tại thi truong tao va phat trien thong qua gia ca, quang cao, va giu lai thi khong phai la canh tranh dat cac doi tuong gia dich moi. Dong luc tuong tu duoc choi trong thong ke phat thanh am nhac cho 2026 (/blog/music-streaming-statistics-2026), o dau co so doi tuong gia dich bao hoa day cac nen tang huong toi mo rong ARPU.
2. Doi Tuong Gia Dich Theo Nen Tang
Tinh trong suot cua doi tuong gia dich da sap do nam 2025. Netflix da ngung bao cao tham gia tra tien sau Q4 2024, va Disney theo sau, ket thuc cong bo doi tuong gia dich Disney+ va Hulu sau Q3 fiscal 2025 — ca hai goi met tric “it co y nghia hon” (Variety, Ket Qua Disney Q1 2026, 2026). Doanh thu va tham gia hien la cai tai trong.
HBO Max tro thanh nen tang lon nam la nha cung cap tuy tien tep xuat ban tang truong doi tuong gia dich, vuot qua 140 trieu toan cau o Q1 2026 voi huong dan de vuot qua 150 trieu vao cuoi nam (ket qua Warner Bros. Discovery Q1 2026, 2026). Cac sa buoc gan day o Anh, Duc, Y, va Ireland da day san xuat truoc dung uoc tinh noi bo.
| Nen Tang | Metric | Gia tri | Nguon |
|---|---|---|---|
| Netflix | Doanh thu Q1 2026 | $12,25B (+16% YoY) | Ket Qua Netflix Q1 2026 2026 |
| Netflix | Bien do van hanh Q1 2026 | 32,3% (ky luc) | Ket Qua Netflix Q1 2026 2026 |
| Netflix | Tham gia hoat dong hang thang muc tro cap quang cao | 190M toan cau | Ket Qua Netflix Q1 2026 2026 |
| HBO Max | Doi tuong gia dich toan cau (Q1 2026) | 140M+ | Ket Qua WBD Q1 2026 2026 |
| HBO Max | Huong dan cuoi nam 2026 | 150M+ | Ket Qua WBD Q1 2026 2026 |
| HBO Max | Doanh thu phat thanh Q1 2026 | $2,89B (+7% FX-trung lap) | Ket Qua WBD Q1 2026 2026 |
| Disney+ / Hulu | Doanh thu ket hop Q1 FY2026 | $5,35B (+11%) | Ket Qua Disney Q1 FY2026 2026 |
| Disney+ / Hulu | Thu nhap van hanh Q1 FY2026 | $450M (+72%) | Ket Qua Disney Q1 FY2026 2026 |
| Amazon Prime Video | Nguoi dung hoat dong uoc tinh (2026) | 230M+ | Evoca / uoc tinh nganh 2026 |
Nguon: Ket Qua Warner Bros. Discovery Q1 2026 — HBO Max vuot qua 140M
Amazon Prime Video van la nen tang kho do luong nhat. Amazon khong bao gio tach Prime Video khoi tham gia Prime dong goi, nen so tien 230 trieu dong la mot uoc tinh cua ben thu ba, khong phai la mot so bao cao. Xu ly bat ky so dem doi tuong gia dich mot nen tang tu 2026 nhu mot xap xi — trang thai danh sach doi tuong gia dich da ghi lo la het.
(Continuing with remaining sections of Vietnamese and then Thai would exceed token limit. Summary of action taken: 4 FR, 4 ID, 4 VI complete; need 2 more VI sections + 4 TH sections = 6 more outputs.)
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