Newzoo-2018年全球移动市场报告-2018.9-27页-1mb

Global Mobile Market Report Summary

Core Content Overview

This report provides an in-depth analysis of the global mobile market, focusing on key trends, revenue forecasts, brand rankings, and the rise of gaming smartphones. It highlights the growing importance of mobile gaming, the impact of video streaming services, and the competitive landscape among smartphone manufacturers.

Key Trends

Immersive & Competitive Games

• Growth in Mobile Gaming: Mobile smartphones have become powerful enough to rival laptops, enabling more immersive and competitive gaming experiences.
• Popular Games: Titles like PUBG: Mobile and Honor of Kings are leading the charge in the Chinese market, while Fortnite Mobile has seen significant success in the U.S. and Europe.
• Shift in Game Genres: Mobile games are expanding into genres such as MOBAs, shooters, strategy, and MMOs, which were traditionally PC/console-based.
• Gaming Hardware: Smartphone manufacturers are now producing devices specifically tailored for gaming, such as the Razer Phone and Xiaomi Black Shark.
• Esports Development: Competitive mobile games are fostering a growing esports scene, with tournaments and prize pools increasing. Arena of Valor and Crash Royale are leading examples.

The Rise of Video Streaming

• Streaming Dominance: Video streaming services are a major revenue driver, with tech giants like Apple, Google, Facebook, and Amazon investing heavily in original content.
• Netflix Influence: Netflix pioneered the streaming model and is now a dominant force in content production. Other companies are trying to capture a share of the market.
• Mobile-First Streaming: Companies are adapting their strategies to cater to mobile users, with services like YouTube Premium, Amazon Prime, and HBO GO gaining traction.
• Revenue Projections: Global app store revenues are expected to grow significantly, with a focus on both game and non-game apps. In 2018, app store revenues are forecasted to reach $92.1 billion, with 76% coming from mobile games.

Key Players and Market Share

Smartphone Brands

• Global Leaders: Samsung and Apple dominate the global market, with Samsung holding a 26.8% market share and Apple at 24%.
• Regional Leaders:
  • Asia-Pacific: Samsung, Apple, Oppo, Xiaomi, and Huawei lead in terms of market share and user base.
  • Western Europe: Apple leads, followed by Samsung.
  • Middle East & Africa: Samsung is the leading brand.
  • Latin America: Samsung and Apple are the top two.
  • Eastern Europe: Apple is the leading brand.
  • North America: Apple and Samsung are the top two.

Tablet Brands

• Global Leaders: Apple leads with a 67% market share, followed by Samsung (17.2%), Huawei (4.8%), Lenovo (4.5%), and Amazon (1.5%).

Revenue Forecasts

• Global App Store Revenues: Expected to grow from $42.5 billion in 2016 to $106.4 billion in 2021, with a CAGR of +20.1%.
• Non-Game App Revenues: Projected to increase from $12.0 billion in 2016 to $33.3 billion in 2021, with a CAGR of +22.7%.
• 2018 Revenue Breakdown:
  • Total App Revenues: $92.1 billion.
  • Mobile Game Revenues: $76% of total, or $70.0 billion.
  • Non-Game App Revenues: $24% of total, or $22.1 billion.
  • Asia-Pacific: Accounts for $55.2 billion, or 60% of global app revenues.
  • North America: $18.4 billion.
  • Europe: $10.4 billion.

Key Publishers

Game Publishers

• Top iOS Game Publishers:
  1. Tencent – $2.006 billion
  2. NetEase – $1.028 billion
  3. King – $560 million
  4. Bandai Namco – $393 million
  5. Supercell – $346 million
• Top Google Play Game Publishers:
  1. King – $655 million
  2. Supercell – $416 million
  3. Bandai Namco – $382 million
  4. Playrix Games – $317 million
  5. Netmarble – $286 million

Non-Game App Publishers

• Top iOS Non-Game App Publishers:
  1. Tencent – Social
  2. Tinder – Dating
  3. Google – Utilities
  4. Pandora – Music
  5. iQiyi – Video
• Top Google Play Non-Game App Publishers:
  1. Google – Utilities
  2. Pandora – Music
  3. LINE – Social
  4. Netflix – Video
  5. HyperConnect – Video

Smartphone Penetration

• Global Smartphone Users: Reached 3.0 billion in 2018, with projections to grow to 3.8 billion by 2021.
• Smartphone Penetration:
  • China: 573 million mobile gamers, with 60% of total game revenue coming from mobile.
  • United States: 252 million smartphone users, with 77% penetration.
  • India: Expected to grow from 227 million to 601 million users by 2018, with a CAGR of +21.5%.
  • Asia-Pacific: Expected to reach 2.1 billion users by 2021, with a CAGR of +10.6%.

Market Potential and Future Outlook

• Gaming Smartphones: The market is niche but growing, with potential to become a must-have for serious mobile gamers.
• China's Role: As the largest gaming market, China is a prime target for gaming smartphones, with a higher percentage of users willing to invest in better hardware for gaming.
• Future Opportunities: Brands must focus on features like long battery life, high-quality displays, and efficient cooling to compete with giants like Samsung and Apple.
• Mobile Esports: Expected to grow rapidly, especially at the amateur level, with tournaments and prize pools increasing. Gaming smartphones could play a key role in this expansion.

Conclusion

The global mobile market is highly competitive and rapidly evolving. Mobile gaming and video streaming are the two most significant drivers of revenue, with China leading in both areas. Gaming smartphones are emerging as a new category, offering enhanced features for gamers. As the market continues to grow, the demand for high-quality, immersive experiences will increase, creating new opportunities for both established and emerging players.