要点 Omdia 最新数据显示，2025年第三季度中东智能手机市场（不含土耳其）大幅反弹，同比上涨23%，出货 量达到1,510万部。增长主要来自大众市场需求的快速提升，消费者正从老旧或入门级设备升级到更强性能 的中端4G和经济型5G智能手机。各大厂商也借势发力，通过主打高性价比产品组合并加速在新兴市场的布 局来捕捉这一增长红利，其中经济型4G机型仍是推动高量级出货的核心力量。 中东各国市场表现不一。作为该地区最大的市场， 2025年第三季度， 沙特阿拉伯出现小幅2%下滑，主要因漫 长的暑期假期削弱零售活动，并推迟了消费者的换机周期。阿联酋同比增长13%，受益于 Sharaf DG、家乐 福、Emax 等主要零售商的大力度促销活动，以及"迪拜夏日惊喜"等季节性需求和多款重磅新品发布。伊拉克 和中东其他国家则延续强劲增长势头，分别实现41%和70%的增长。这主要得益于厂商活动力度加大、更强的 渠道激励、与分销商的协作提升，以及入门级市场稳定的替换需求。 Omdia 首席分析师 Manish Pravinkumar 表示："尽管该地区整体表现强劲，但由于厂商通过扩大入门级产品组 合来优先推动出货量，ASP（平均售 ...

| | | | | | | | --- | --- | --- | --- | --- | --- | | | | | | | | | | | | | | | | | | | | | | | | | Carrely Concession | | of | | | | | | | | | | | and and the property of the property. | | | | | | Concession of | | | | | | | CARDER PRODUCTION | | | | | | | | | | | | | | Concession of the | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | CHECK CONSULTION CONSULTION | | | | | | | | | | | | | | | | Omdia最新预测，美国持续主导全球媒体娱乐产业，全球1.1万亿美元的市场中贡献4300亿美元，占比达 39%。美国在各大流媒体细分领域同样领跑：占据全球订阅型视频点播（SVOD）总收入1810亿 ...

Core Insights - The Southeast Asian smartphone market is experiencing a decline, with a year-on-year drop of 1% in Q3 2025, resulting in a total shipment of 25.6 million units, marking the third consecutive quarter of decline [2] Group 1: Market Performance - Samsung leads the region with a shipment of 4.6 million units and an 18% market share, benefiting from a high-end product mix in markets like Thailand, Vietnam, and Malaysia [2] - Transsion follows closely with 4.6 million units and an 18% market share, maintaining slight year-on-year growth [2] - Xiaomi ranks third with 4.3 million units and a 17% market share, driven by a surge in shipments from the POCO series [2] - OPPO holds fourth place with 3.8 million units and a 15% market share, facing significant declines due to weak demand and channel adjustments [2] - Vivo rounds out the top five with 2.9 million units and an 11% market share, supported by the new Y series models [2] Group 2: Brand Strategies - Entry-level smartphone shipments are becoming increasingly volatile, posing management challenges, yet remain crucial for market share rankings [4] - OPPO and Vivo focus more on value rather than sheer volume, while brands like Honor and Xiaomi aim to increase shipments for broader brand penetration [4] - Following a sluggish first half of 2025, manufacturers are expected to adopt more aggressive strategies in the latter half, including early launches of new products [4] - Rising material costs due to increased memory and storage prices will significantly impact low-priced devices, especially in a market where over 60% of smartphones are priced below $200 [4] Group 3: Competitive Landscape - Transsion leads in Indonesia and the Philippines with its cost-effective Infinix and TECNO models, although rising memory and storage costs may threaten its pricing strategy [7] - Samsung maintains a strong position in Thailand and Vietnam, showcasing resilience amid intensified competition, aided by the early launch of the A17 and A07 series [7] - Xiaomi achieved market leadership in Malaysia with the strong release of the Redmi 15, highlighting its capability to accelerate the adoption of 5G devices in the mass market [7]

Core Insights - The latest research from Omdia indicates that broadcasters in the Middle East and North Africa (MENA) are increasingly reassessing their digital strategies, moving away from independent OTT platforms to explore partnerships with established streaming services [2][3] - The collaboration between Abu Dhabi Media (ADM) and STARZPLAY exemplifies this trend, with ADM's digital content library set to exclusively feature on STARZPLAY's ad-supported subscription tier, offering over 5000 hours of Arabic entertainment, sports, and cultural programming [2] - Omdia's analysis shows that such strategic alliances can help broadcasters balance advertising and subscription revenue models while maintaining key investments in local content production [2] Industry Trends - The partnership highlights the growing importance of ad-supported streaming in the region, providing viewers with free access to quality Arabic content while creating sustainable revenue for both parties [3] - Omdia predicts that more similar partnership agreements are likely to emerge in the region over the next 12 to 18 months as local entities adopt global best practices [3] - The collaboration between broadcasters and streaming platforms is becoming a critical foundation for a sustainable media ecosystem [3]

Core Insights - The global tablet market is projected to continue its growth, with shipments reaching 40 million units in Q3 2025, marking a 5% year-over-year increase and achieving the seventh consecutive quarter of growth [2][5] - Strong demand from the Middle East and Central Europe, along with sustained purchasing power from Chinese consumers, are key drivers of this growth [2][5] - The GIGA 2.0 education initiative by the Japanese government has significantly boosted Chromebook tablet shipments, contributing to overall market growth [2][8] Tablet Market Overview - In Q3 2025, global tablet shipments totaled 40.041 million units, up 5.1% from 38.091 million units in Q3 2024 [5] - Apple maintained its leading position with shipments of 14.272 million units, showing no growth compared to the previous year [5] - Lenovo led among major manufacturers with a 23% increase in shipments to 3.7 million units, driven by its commercial tablet business expansion in EMEA [5] - Samsung's shipments remained stable at 6.921 million units, while Huawei and Xiaomi saw growths of 11.5% and 2.3%, respectively [5] Chromebook Market Overview - The Chromebook market experienced a 3.1% year-over-year growth in Q3 2025, with total shipments reaching 4.247 million units [9] - Lenovo dominated the Chromebook segment with shipments of 1.404 million units, a remarkable 54.6% increase [9] - Acer held an 18% market share with shipments of 0.8 million units, while HP's shipments declined by 15.3% to 0.7 million units [9] - The GIGA 2.0 project in Japan is also expanding Chromebook deployments in other markets, particularly in Central and Eastern Europe and North America [8]

Core Insights - Walmart's acquisition of Vizio and the launch of its own operating system on the Onn. TV brand will propel CastOS to become the largest TV operating system by shipment volume in North America [2] - CastOS shipments are projected to grow from 6.5 million units in 2025 to 15 million units by 2029, surpassing competitors like Roku, Tizen, and FireTV [2] - The shift from Roku to CastOS for Walmart's Onn. brand will significantly increase its advertising capabilities and e-commerce revenue [2][3] Market Dynamics - Omdia's chief analyst Matthew Rubin noted that Walmart's integration of TV platforms will provide significant assets for revenue growth and enhance competition with Amazon [3] - Amazon's recent partnership with Roku for advertising could lead to a decline in Roku's shipment volumes as Walmart's Onn. brand takes market share [3] Competitive Landscape - Globally, the Android platform is expected to maintain a leading position, with its market share slightly decreasing from 42% in 2025 to 39% in 2029 [5] - Tizen is projected to remain the second-largest TV operating system, with a slight decline in market share from 17% in 2025 to 16% in 2029 [5] - The fastest-growing TV operating systems besides CastOS are expected to be Vidaa, increasing from 6% in 2025 to nearly 8% in 2029, and Amazon's Fire TV, rising from 4% in 2025 to just over 5% by 2029 [7] Regional Insights - Outside of China, the Android platform, including a significant share of Google TV, is expected to hold a 32% market share in 2025, indicating its dominance in the TV operating platform market [9] - The competitive landscape in Europe remains dynamic, with opportunities for expansion as retailers and platform providers observe North American trends [9]

Core Insights - The global online video and traditional television market revenue is expected to exceed $1 trillion by 2030, driven by subscription, on-demand transactions, and advertising revenue [2][5] - Online video is becoming the sole growth engine as the paid television market stagnates, with global video streaming revenue projected to reach $214.6 billion by 2025, growing at a rate of 12.8% annually [2][5] - Subscription revenue will account for 77% of the online video revenue by 2025, while high-end advertising revenue is expected to reach $42.1 billion, a 15.6% increase from 2024 [2][5] Market Trends - Traditional pay-TV is experiencing a slow decline but will still contribute significant revenue in the coming years, creating a positive market outlook alongside the strong growth of online video [5] - The total number of paid subscriptions is expected to continue growing steadily, although the annual growth rate for high-end streaming will decline by 2030, indicating market saturation [5] - The hybrid video model is still in its early stages, with subscription remaining the core business, but the strategy of incorporating advertising is showing significant results [5] Advertising Revenue Insights - By 2030, advertising revenue's role in SVOD and overall streaming will continue to grow, with the advertising revenue of the top five SVOD services in the U.S. projected to reach $24.3 billion, accounting for 20% of total revenue, up from 13% in 2025 [5]

Core Insights - The global smartphone market showed signs of recovery in Q3 2025, with shipments reaching 320.1 million units, a 3% year-on-year increase after a stagnant first half of the year [2][3]. Market Performance - The smartphone market faced challenges in the first half of 2025, including uncertainties from U.S. tariff policy adjustments, supply chain restructuring, slowing retail traffic, and manufacturers actively reducing inventory, resulting in flat shipments compared to the previous year [2]. - Major manufacturers like Samsung, Apple, Transsion, and Lenovo saw their shipments increase by over 2 million units year-on-year, contributing to the overall market growth [2]. Manufacturer Highlights - Samsung maintained its leading position with shipments of 60.6 million units, a 6% increase, driven by strong sales of high-end models like Galaxy Z Fold7/Flip7 and mid-range Galaxy A07 and A17 [5]. - Apple shipped 56.5 million units, up 4%, preparing for the upcoming holiday season with strong demand for the redesigned iPhone 17 Pro and Pro Max, as well as growth in emerging markets like India [5]. - Xiaomi's shipments reached 43.4 million units, a modest 1% increase, with growth in regions outside China offsetting declines in the domestic market [5]. - Transsion rose to fourth place globally with a 12% year-on-year increase in shipments, benefiting from completed inventory adjustments [5]. - Vivo ranked fifth, showing strong performance in the Indian market and surpassing Huawei in market share in China [5]. Regional Performance - The North American and Greater China markets experienced year-on-year declines, while the Asia-Pacific, Middle East, and Africa regions recorded strong growth, contributing to the overall recovery of the global smartphone market in Q3 [8]. - Africa saw a significant 25% year-on-year increase in shipments, largely due to Transsion's increased market investment following inventory adjustments [8]. - The Asia-Pacific region achieved a 5% year-on-year growth, marking the highest quarterly level since Q4 2021 [8]. Market Outlook - The global smartphone market is exhibiting a polarized growth trend, with both low-end and high-end markets expanding, while the mid-range market remains weak [11]. - Despite the recovery in Q3, challenges such as component shortages and rising costs are expected to impact the industry, potentially leading to increased prices for new products and dampening demand in the low-end market [11]. - Manufacturers may adopt various strategies to address these challenges, including prioritizing high-margin models and enhancing supply chain bargaining power, with profitability remaining a primary goal for all manufacturers [11].

Group 1 - The global music publishing revenue is expected to exceed $10 billion for the first time in 2025, with projections indicating it will surpass $13 billion by 2029 and reach $14 billion in the following year [2] - Streaming services are becoming the largest revenue source for music publishers, with Spotify, Apple Music, and YouTube Music expected to contribute an increasing share of revenue throughout the forecast period [2] - The global music publishing revenue is projected to achieve a compound annual growth rate (CAGR) of 5.4% over the next five years, reaching $14.04 billion by 2030, with digital music revenue expected to grow at a CAGR of 6.7% [2] Group 2 - The growth trajectory of music publishing is closely linked to that of recorded music, but music publishing is expected to outpace recorded music in revenue growth by the end of the forecast period [5] - By 2030, music publishing revenue is projected to grow by 3.7%, while recorded music is expected to grow by 2.3%, with music publishing's share of total revenue reaching 21% [5] Group 3 - The music publishing industry is currently experiencing rapid growth, which has been sustained for several years, although a slowdown in streaming growth is anticipated to limit future revenue increases for publishers [8] - Despite the expected slowdown, the long-term growth outlook for the music publishing industry remains optimistic [8]

Core Insights - Short-form dramas are projected to generate global revenues of $11 billion by 2025, highlighting their rapid growth in the mobile-first video entertainment sector [1] - The revenue from short-form dramas is expected to be nearly double that of free ad-supported streaming television (FAST) channels, which are projected to reach $5.8 billion by the end of this year [1] - Over 60% of short-form drama revenue comes from subscriptions or transactional payments, with average revenue per user (ARPU) reaching up to $20 per week or $80 per month, indicating strong monetization potential [1] Market Dynamics - China accounts for 83% of the total revenue from short-form dramas, driven by a large audience and mobile viewing trends [1] - The United States leads the international market outside of China, followed by Japan, South Korea, the United Kingdom, and Thailand, all of which are experiencing growing penetration [1] Viewer Engagement - Audiences are increasingly willing to pay for content that captures their attention instantly, despite shorter attention spans, which enhances the commercial viability of this format [2] - Short-form dramas are expected to become a core component of the digital entertainment ecosystem, bridging social video and traditional scripted television [2] - The rise of short-form dramas signifies a transformation in global viewing behavior, marking the next phase in the evolution of digital content [2]