TV & Video - Ethiopia | Statista Market Forecast

Revenue in the TV & Video market market in Ethiopia is projected to reach US$177.90m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.46%, resulting in a projected market volume of US$243.20m by 2029.
The largest market within this market is Traditional TV & Home Video, which is anticipated to have a market volume of US$110.30m in 2024.
In a global context, the highest revenue generation will occur the United States, which is expected to reach US$280.30bn in 2024.
In the TV & Video market market, the number of users in Ethiopia is expected to amount to 91.3m users by 2029.
User penetration in this market is projected to be at 58.9% in 2024.
The average revenue per user (ARPU) in Ethiopia is projected to amount to US$2.33 in 2024.
Ethiopia's TV and video market is experiencing a surge in demand for localized content, reflecting the country's rich cultural diversity and growing youth audience.

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 Ethiopia is experiencing significant growth and development, driven by various factors including customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Ethiopia are shifting towards digital media consumption, with an increasing demand for streaming services and online content. This can be attributed to the growing internet penetration in the country, as well as the availability of affordable smartphones and data plans. Ethiopian consumers are increasingly seeking convenience and flexibility in their TV and video viewing habits, opting for on-demand content that can be accessed anytime and anywhere. Trends in the market indicate a rise in the adoption of Over-The-Top (OTT) platforms and video-on-demand services in Ethiopia. This can be attributed to the increasing popularity of international streaming platforms such as Netflix and Amazon Prime Video, which offer a wide range of content including movies, TV shows, and documentaries. Local broadcasters and content providers are also entering the digital space, offering their own streaming services to cater to the changing preferences of Ethiopian consumers. Local special circumstances in Ethiopia, such as the lack of a well-established traditional TV infrastructure, have contributed to the rapid growth of the TV & Video market. Unlike many other countries where cable or satellite TV dominate, Ethiopia has a limited number of terrestrial TV channels, making digital platforms the primary source of entertainment for many consumers. This has created a favorable environment for the growth of online video streaming services. Underlying macroeconomic factors, such as the increasing disposable income and urbanization in Ethiopia, have also played a role in the development of the TV & Video market. As more people move to urban areas and experience an improvement in their living standards, they are more likely to invest in entertainment options such as TVs and smartphones. This has led to an increase in the demand for TV and video content, driving the growth of the market. In conclusion, the TV & Video market in Ethiopia is experiencing significant growth and development due to changing customer preferences, the adoption of digital platforms, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is expected that the demand for streaming services and online content will continue to rise, further driving the growth of the industry in Ethiopia.

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.