Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in ASEAN is experiencing significant growth and development.
Customer preferences: Customers in ASEAN countries are increasingly turning to OTT Video platforms for their entertainment needs. The convenience and flexibility of accessing a wide range of content on-demand, anytime and anywhere, is highly appealing to consumers. Additionally, the affordability of OTT Video services compared to traditional cable or satellite TV subscriptions is a major factor driving customer adoption.
Trends in the market: One of the key trends in the OTT Video market in ASEAN is the rapid expansion of local and regional OTT platforms. These platforms are catering to the specific preferences and cultural nuances of the ASEAN countries, offering a diverse range of local and regional content. This trend is driven by the desire to provide a more personalized and localized viewing experience for customers. Another trend in the market is the increasing popularity of original content produced by OTT platforms. This includes original movies, TV shows, and web series that are exclusive to these platforms. The availability of high-quality original content is attracting more customers and driving subscriber growth.
Local special circumstances: The diverse cultural landscape of ASEAN countries presents unique opportunities and challenges for the OTT Video market. Each country has its own local content preferences, language requirements, and regulatory frameworks. OTT platforms need to navigate these differences and tailor their offerings accordingly to succeed in each market. Additionally, the infrastructure and internet penetration levels vary across ASEAN countries, which can impact the reach and accessibility of OTT Video services.
Underlying macroeconomic factors: The growing middle class and increasing disposable incomes in ASEAN countries are contributing to the growth of the OTT Video market. As more people have the means to afford internet access and digital devices, the demand for OTT Video services is on the rise. Additionally, the increasing smartphone penetration in ASEAN countries is enabling greater access to OTT Video platforms, as consumers can now stream content on their mobile devices. Furthermore, the rising urbanization and changing lifestyles in ASEAN countries are driving the adoption of OTT Video services. Urban dwellers, who often have busy and fast-paced lives, find the convenience and flexibility of OTT Video platforms particularly appealing. In conclusion, the OTT Video market in ASEAN is experiencing significant growth and development due to customer preferences for convenience and affordability, the expansion of local and regional platforms, the popularity of original content, the unique circumstances of each market, and underlying macroeconomic factors such as the growing middle class and increasing smartphone penetration.
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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