TV & Video - Eastern Europe | Statista Market Forecast

In Eastern Europe, revenue in the TV & Video market market is projected to reach US$8.90bn in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 3.38%, resulting in a projected market volume of US$10.51bn by 2029.
The largest market within the market is Traditional TV & Home Video, which is anticipated to have a market volume of US$5.86bn in 2024.
In a global context, the highest revenue will be generated the United States, with US$280.30bn in 2024.
In the TV & Video market market, the number of users in Eastern Europe is expected to amount to 235.2m users by 2029.
User penetration in this market is projected to be at 95.7% in 2024.
Furthermore, the average revenue per user (ARPU) in Eastern Europe is projected to amount to US$39.12 in 2024.
In Eastern Europe, particularly in Poland, the demand for streaming services is surging as consumers increasingly prefer on-demand content over traditional television.

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 Eastern Europe has been experiencing significant growth in recent years, driven by changing customer preferences and the availability of new technologies. Customer preferences in the TV & Video market have shifted towards on-demand and streaming services, as viewers increasingly seek convenience and flexibility in their entertainment options. This trend is driven by the growing popularity of platforms such as Netflix and Amazon Prime Video, which offer a wide range of content that can be accessed anytime and anywhere. In addition, viewers are increasingly turning to mobile devices for their video consumption, leading to a rise in mobile video streaming services. One of the key trends in the market is the increasing demand for local content. Viewers in Eastern Europe have shown a strong preference for content that is relevant to their culture and language. This has led to the emergence of local streaming platforms that offer a wide range of local TV shows, movies, and documentaries. These platforms have been able to attract a large number of subscribers by catering to the unique preferences of Eastern European viewers. Another trend in the market is the adoption of new technologies such as 4K and HDR. These technologies offer viewers a more immersive and visually stunning experience, and have gained popularity among consumers in Eastern Europe. As a result, TV manufacturers and content providers are increasingly offering 4K and HDR content, driving the demand for compatible devices and services. Local special circumstances in Eastern Europe also play a role in the development of the TV & Video market. The region has a diverse cultural landscape, with each country having its own unique preferences and tastes. This has led to the emergence of local production houses and studios that cater to the specific needs of Eastern European viewers. These local players have been able to gain a competitive edge by producing high-quality content that resonates with the local audience. Underlying macroeconomic factors have also contributed to the growth of the TV & Video market in Eastern Europe. The region has witnessed steady economic growth in recent years, leading to an increase in disposable income among consumers. This has allowed viewers to spend more on entertainment options, including TV and video services. In addition, the increasing penetration of internet and mobile devices has made it easier for consumers to access and consume video content, further driving the growth of the market. In conclusion, the TV & Video market in Eastern Europe is experiencing significant growth, driven by changing customer preferences, the availability of new technologies, local special circumstances, and underlying macroeconomic factors. As viewers continue to seek convenience, flexibility, and local content, the market is expected to further expand in the coming years.

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.