TV & Video - Lithuania | Statista Market Forecast

In Lithuania, revenue in the TV & Video market market is projected to reach US$264.60m in 2024.
This revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 0.93%, leading to a projected market volume of US$277.10m by 2029.
The largest market within this market in Lithuania is Traditional TV & Home Video, which is anticipated to have a market volume of US$210.20m in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$280.30bn in 2024.
Within the TV & Video market market in Lithuania, the number of users is projected to reach 2.2m users by 2029.
User penetration in this market is expected to be at 88.0% in 2024.
Furthermore, the average revenue per user (ARPU) in Lithuania is projected to be US$111.70 in 2024.
In Lithuania, the TV and video market is increasingly dominated by streaming services, reflecting a significant shift in consumer viewing habits and preferences.

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 Lithuania 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 in Lithuania have shifted towards on-demand content and streaming services. Consumers are increasingly opting for platforms that offer a wide range of content, including movies, TV shows, and original programming. This shift in preferences is driven by the convenience and flexibility of on-demand services, which allow viewers to watch their favorite shows and movies at their own convenience. Additionally, the increasing popularity of streaming services has led to a decline in traditional TV subscriptions, as more consumers are cutting the cord and opting for online streaming options. Trends in the TV & Video market in Lithuania also reflect the global trend of increasing consumption of video content on mobile devices. With the widespread adoption of smartphones and tablets, consumers are increasingly watching videos on their mobile devices, both at home and on the go. This trend is driving the growth of mobile video streaming services, as well as the development of mobile-friendly video platforms and apps. As a result, content providers and broadcasters are focusing on optimizing their content for mobile devices and developing mobile apps to cater to this growing segment of viewers. Local special circumstances in Lithuania also contribute to the development of the TV & Video market. The country has a high internet penetration rate, with a large portion of the population having access to high-speed internet connections. This enables consumers to easily stream video content and access on-demand services. Additionally, the relatively small size of the Lithuanian market allows for quick adoption of new technologies and services, making it an attractive market for content providers and streaming platforms. Underlying macroeconomic factors, such as increasing disposable income and improving living standards, also play a role in the growth of the TV & Video market in Lithuania. As the economy continues to grow, consumers have more disposable income to spend on entertainment and leisure activities, including TV and video services. This provides an opportunity for content providers and streaming platforms to expand their customer base and offer more diverse and high-quality content. In conclusion, the TV & Video market in Lithuania is experiencing growth due to changing customer preferences, the increasing popularity of on-demand and streaming services, the rise of mobile video consumption, local special circumstances, and underlying macroeconomic factors. As technology continues to advance and consumer preferences evolve, the market is expected to further expand and diversify 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.