TV & Video - Baltics | Statista Market Forecast

In the Baltics, revenue in the TV & Video market market is projected to reach US$541.40m in 2024.
Revenue in this region is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 1.33%, leading to a projected market volume of US$578.30m by 2029.
The largest market within the Baltics is Traditional TV & Home Video, which is anticipated to have a market volume of US$397.50m in 2024.
In a global context, the highest revenue is expected to be generated the United States, with a figure of US$280.30bn in 2024.
Within the Baltics' TV & Video market market, the number of users is projected to reach 5.4m users by 2029.
User penetration in the TV & Video market market in the Baltics is estimated to be at 96.8% in 2024.
Furthermore, the average revenue per user (ARPU) in the Baltics is projected to amount to US$96.04 in 2024.
In the Baltics, the TV & Video market is increasingly shifting towards streaming platforms, reflecting a growing consumer preference for on-demand content.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

The TV & Video market in Baltics has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms, leading to an increase in online streaming services. This trend is driven by several factors, including the convenience and flexibility of streaming services, as well as the availability of high-speed internet connections. Local special circumstances, such as the relatively small population and the high level of internet penetration in the region, have also contributed to the growth of the TV & Video market in Baltics. Additionally, underlying macroeconomic factors, such as the overall economic growth and increasing disposable incomes, have played a role in driving the market forward. Customer preferences in the TV & Video market in Baltics have undergone a significant transformation. Traditional television viewing has been gradually replaced by online streaming services. Customers now prefer the convenience of streaming platforms, which allow them to watch their favorite shows and movies at their own pace and on multiple devices. The availability of a wide range of content, including original programming, has also attracted customers to these platforms. Furthermore, the affordability of streaming services compared to traditional cable or satellite TV subscriptions has made them an attractive option for many consumers. The market trends in the TV & Video market in Baltics are primarily driven by the increasing adoption of digital platforms. Online streaming services have gained popularity due to their convenience and flexibility. Customers can now access a wide variety of content on-demand, eliminating the need to adhere to fixed broadcasting schedules. This trend is expected to continue in the coming years, with more customers opting for digital platforms over traditional television. Local special circumstances have also contributed to the growth of the TV & Video market in Baltics. The relatively small population in the region has made it easier for streaming services to establish a presence and gain a significant market share. Additionally, the high level of internet penetration in Baltics has enabled customers to access streaming services easily. The availability of high-speed internet connections has been a crucial factor in the success of online streaming platforms. Underlying macroeconomic factors have played a role in driving the growth of the TV & Video market in Baltics. The overall economic growth in the region has led to increasing disposable incomes, allowing customers to spend more on entertainment services. As a result, the demand for TV & Video services has increased. Additionally, the growing popularity of online streaming services has created new job opportunities in the digital entertainment industry, contributing to the overall economic development of the region. In conclusion, the TV & Video market in Baltics has experienced significant growth due to shifting customer preferences towards digital platforms. The convenience and flexibility of online streaming services, along with the availability of high-speed internet connections, have driven this trend. Local special circumstances, such as the relatively small population and high internet penetration, have also contributed to the growth of the market. Furthermore, underlying macroeconomic factors, including economic growth and increasing disposable incomes, have played a role in driving the market forward. The TV & Video market in Baltics is expected to continue growing as more customers embrace digital platforms for their entertainment needs.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.