Key regions: China, South Korea, Asia, France, United Kingdom
The TV & Video market in Georgia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the TV & Video market in Georgia have shifted towards on-demand streaming services and smart TVs. This can be attributed to the increasing availability of high-speed internet and the growing popularity of online content platforms. Customers are now seeking convenience and flexibility in their viewing experience, opting for services that allow them to watch their favorite shows and movies anytime, anywhere. Additionally, smart TVs have gained traction as they offer seamless integration with online streaming platforms and provide access to a wide range of apps and content. Trends in the market indicate a shift towards digitalization and the adoption of new technologies. Traditional cable and satellite TV services are facing stiff competition from online streaming platforms such as Netflix, Amazon Prime Video, and local players like Adjaranet. These platforms offer a vast library of content, including movies, TV shows, and original programming, which cater to a wide range of customer preferences. As a result, traditional TV providers are being forced to adapt and offer their own streaming services to stay relevant in the market. Local special circumstances, such as the relatively small size of the Georgian market and the country's strategic location between Europe and Asia, have also contributed to the development of the TV & Video market. The small market size has encouraged local players to innovate and compete with global giants in order to capture a larger share of the market. Additionally, Georgia's strategic location has made it an attractive destination for international content producers and distributors, leading to the availability of a diverse range of content for Georgian viewers. Underlying macroeconomic factors, such as the growth of the Georgian economy and increasing disposable incomes, have also played a role in the development of the TV & Video market. As the economy has grown, more people have been able to afford TVs and other video devices, leading to an increase in the number of households with access to TV and video content. This has created a larger customer base for TV and video service providers, driving the growth of the market. In conclusion, the TV & Video market in Georgia is developing rapidly due to changing customer preferences, the adoption of new technologies, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is likely that we will see further advancements in technology, increased competition among service providers, and a wider range of content options for Georgian viewers.
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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