The invention discloses an adaptive service data distribution method in the IOV (Internet of Vehicles) environment based on opportunistic communication. The method comprises the steps: enabling adjacent vehicles or RSU to receive a Beacon message, judging the validity of the message, calculating an expected forwarding time delay if a forwarding condition is met, adding the expected forwarding time delay to a field, returning to RREP, enabling a vehicle or RSU at a former jump to execute the RREP response processing process after receiving the RREPs of the adjacent objects, returning an RREQ to an optimal next jump selected from a candidate object set, enabling a candidate object to judge whether all data packages arrive at a target position or not after the candidate receives the RREQ, enabling a forwarding vehicle or RSU to restart the new broadcast if not all data packages arrive at the target position till all data packages arrive at the target vehicle. The method achieves the effective distribution of service data in the IOV environment, improves the packet loss probability under the condition that other indexes and performances are guaranteed to be lossless, reduces the number of retransmission times, and reduces the time delay and the network expenditure.