Market Insights Advertising & Media Media

TV & Video - D-A-CH

D-A-CH

In the D-A-CH region, revenue in the TV & Video market market is projected to reach US$30.74bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 2.00%, leading to a projected market volume of US$33.94bn by 2029.
The largest market within this market is Traditional TV & Home Video, which is anticipated to have a market volume of US$21.75bn in 2024.
In a global context, the majority of revenue will be generated the United States, with a projected amount of US$280.30bn in 2024.
Within the D-A-CH region's TV & Video market market, the number of users is expected to reach 97.3m users by 2029.
User penetration in the D-A-CH TV & Video market market is anticipated to be at 94.3% in 2024.
Furthermore, the average revenue per user (ARPU) in this region is projected to amount to US$322.40 in 2024.
In Germany, the increasing popularity of streaming services is reshaping traditional TV consumption patterns, prompting broadcasters to innovate their content delivery strategies.

Key regions: China, South Korea, Asia, France, United Kingdom

Market

Region

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Currency

Analyst Opinion

The TV & Video market in D-A-CH has been experiencing significant growth in recent years, driven by changing customer preferences and technological advancements.

Customer preferences: Customers in D-A-CH have shown a strong preference for on-demand and streaming services, as they provide convenience and flexibility in accessing content. This shift in preference has led to a decline in traditional linear TV and an increase in subscription-based video-on-demand platforms. Furthermore, customers are increasingly demanding high-quality content and immersive viewing experiences, which has fueled the demand for Ultra HD and 4K TVs.

Trends in the market: One of the key trends in the TV & Video market in D-A-CH is the rise of local streaming platforms. These platforms offer a wide range of local and regional content, catering to the specific preferences of the D-A-CH audience. This trend has been driven by the increasing availability of high-speed internet and the growing popularity of smart TVs. Additionally, there has been a surge in the production of original content by local broadcasters and streaming platforms, further attracting viewers.

Local special circumstances: Germany, Austria, and Switzerland have their own unique cultural and linguistic characteristics, which influence the TV & Video market in D-A-CH. Local content plays a crucial role in attracting viewers, as it resonates with their cultural identity and language. This has led to the development of a strong domestic TV and film industry in each country, contributing to the overall growth of the market.

Underlying macroeconomic factors: The strong economy and high disposable income levels in D-A-CH have also contributed to the growth of the TV & Video market. Customers in these countries have the financial means to invest in high-quality TVs and subscribe to multiple streaming services. Additionally, the increasing penetration of internet and mobile devices has made it easier for customers to access and consume TV and video content on the go. In conclusion, the TV & Video market in D-A-CH is experiencing growth due to changing customer preferences, including the shift towards on-demand and streaming services. The rise of local streaming platforms and the demand for high-quality content have also contributed to this growth. The unique cultural and linguistic characteristics of Germany, Austria, and Switzerland have led to the development of a strong domestic TV and film industry, further fueling the market. The strong economy and high disposable income levels in D-A-CH, along with the increasing availability of internet and mobile devices, have also played a significant role in the growth of the market.

Methodology

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.