Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Austria has been experiencing significant growth in recent years. Customer preferences for on-demand streaming services have been a key driver of this trend. With the increasing availability of high-speed internet and the proliferation of smart devices, consumers in Austria are increasingly turning to OTT Video platforms for their entertainment needs.
Customer preferences: Austrian consumers have shown a strong preference for on-demand streaming services due to their convenience and flexibility. The ability to watch their favorite movies and TV shows at any time and on any device has made OTT Video platforms a popular choice among Austrian viewers. Additionally, the wide range of content available on these platforms, including both local and international productions, has further fueled their popularity.
Trends in the market: One of the key trends in the OTT Video market in Austria is the growing competition among streaming platforms. International players such as Netflix and Amazon Prime Video have entered the market, competing with local platforms like ORF-TVthek and ServusTV. This competition has led to an increase in the quality and variety of content available to Austrian viewers. Another trend in the market is the rise of original content production. Streaming platforms are investing heavily in creating their own original TV shows and movies to attract and retain subscribers. This trend has not only led to an increase in the overall quality of content available on OTT Video platforms, but it has also created new opportunities for local production companies and talent in Austria.
Local special circumstances: Austria has a strong tradition of public broadcasting, with ORF (Austrian Broadcasting Corporation) being the dominant player in the television market. This has created a unique dynamic in the OTT Video market, with ORF-TVthek being a popular choice among Austrian viewers. The platform offers a wide range of content, including news, documentaries, and popular TV shows, making it a preferred choice for those who value local programming. Furthermore, the German language plays a significant role in the Austrian market. While international platforms like Netflix and Amazon Prime Video offer a wide range of content with German subtitles and dubbing, local platforms have an advantage in terms of providing content that is specifically tailored to the Austrian audience.
Underlying macroeconomic factors: The growth of the OTT Video market in Austria can be attributed to several macroeconomic factors. The country has a high internet penetration rate and a strong digital infrastructure, which has facilitated the widespread adoption of streaming services. Additionally, the increasing disposable income of Austrian consumers has allowed them to invest in high-quality internet connections and smart devices, further driving the demand for OTT Video platforms. In conclusion, the OTT Video market in Austria is experiencing significant growth due to customer preferences for on-demand streaming services, the rise of competition among platforms, the production of original content, local special circumstances, and favorable macroeconomic factors. As the market continues to evolve, it is expected that OTT Video platforms will play an increasingly important role in the entertainment landscape of Austria.
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 market. This spending factors in discounts, margins, and taxes.Modeling approach / market size:
The market 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 market 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 market. 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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