Key regions: China, South Korea, Asia, France, United Kingdom
The TV & Video market in Estonia has been experiencing significant growth in recent years. Customer preferences have shifted towards on-demand streaming services, leading to the decline of traditional TV viewing. This trend can be attributed to several factors, including the increasing availability of high-speed internet, changing consumer habits, and the rise of global streaming platforms.
Customer preferences: Estonian consumers have shown a strong preference for on-demand streaming services over traditional television. This shift can be attributed to the convenience and flexibility offered by streaming platforms, allowing viewers to watch their favorite shows and movies at their own convenience. The younger demographic, in particular, has embraced this trend, as they are more tech-savvy and accustomed to consuming content online.
Trends in the market: The rise of global streaming platforms, such as Netflix and Amazon Prime Video, has had a significant impact on the TV & Video market in Estonia. These platforms offer a wide range of content, including original series and movies, which appeal to a global audience. As a result, traditional TV channels have faced increased competition, leading to a decline in viewership. Another trend in the market is the increasing popularity of smart TVs and streaming devices. These devices allow consumers to access streaming services directly on their televisions, eliminating the need for additional equipment. This convenience has further contributed to the growth of the on-demand streaming market in Estonia.
Local special circumstances: Estonia has a highly developed digital infrastructure, with a high percentage of households having access to high-speed internet. This has facilitated the growth of the streaming market, as consumers can easily access and stream content online. Additionally, Estonia has a relatively small population, which makes it easier for streaming platforms to cater to the local market.
Underlying macroeconomic factors: The strong economic growth in Estonia has contributed to the increasing consumer spending power, allowing more households to afford streaming services. Additionally, the high internet penetration rate in the country has made it easier for streaming platforms to reach a wider audience. These macroeconomic factors have created a favorable environment for the growth of the TV & Video market in Estonia. In conclusion, the TV & Video market in Estonia has been experiencing significant growth due to changing customer preferences and the rise of on-demand streaming services. The convenience and flexibility offered by streaming platforms, coupled with Estonia's strong digital infrastructure, have contributed to this trend. As the market continues to evolve, it is expected that traditional TV viewing will further decline in favor of online streaming.
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.
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