OTT Video - Baltics | Statista Market Forecast

In the Baltics, revenue in the OTT Video market market is projected to reach US$143.90m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.31%, resulting in a projected market volume of US$195.40m by 2029.
The largest market within the Baltics' OTT Video market market is OTT Video Advertising, which will have a market volume of US$107.20m in 2024.
In a global context, most revenue will be generated the United States, with an expected figure of US$133.70bn in 2024.
Within the Baltics' OTT Video market market, the number of users is anticipated to reach 3.1m users by 2029.
User penetration is projected to be 50.7% in 2024 and is expected to increase to 54.7% by 2029.
The average revenue per user (ARPU) in the Baltics' OTT Video market market is projected to amount to US$48.75 in 2024.
In the Baltics, the OTT video market is witnessing a surge in localized content demand, reflecting the region's diverse cultural narratives and preferences.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Baltics has been experiencing significant growth in recent years. Customer preferences for on-demand streaming services and the increasing availability of high-speed internet have been driving this trend. Customer preferences in the Baltics have shifted towards on-demand streaming services due to their convenience and flexibility. Consumers are increasingly seeking out content that can be accessed anytime, anywhere, and on any device. The rise of smartphones and tablets has made it easier for people to watch videos on the go, further fueling the demand for OTT video services. Additionally, the younger generation, which makes up a significant portion of the population in the Baltics, is more likely to consume content online rather than through traditional television channels. Trends in the market indicate that OTT video services are becoming the preferred choice for entertainment in the Baltics. The availability of a wide range of content, including movies, TV shows, and original productions, has contributed to the popularity of these platforms. Streaming services are also investing in local content to cater to the preferences of the Baltics audience. This has led to the emergence of local OTT video platforms that offer region-specific content, further driving the growth of the market. Local special circumstances in the Baltics have also played a role in the development of the OTT video market. The relatively small size of the population in the region has made it easier for streaming services to penetrate the market. Additionally, the Baltic countries have a high internet penetration rate, with a large portion of the population having access to high-speed internet. This has created a favorable environment for the growth of OTT video services. Underlying macroeconomic factors, such as the increasing disposable income and changing lifestyles, have also contributed to the growth of the OTT video market in the Baltics. As people have more disposable income, they are willing to spend on entertainment services. The convenience and affordability of OTT video services make them an attractive option for consumers. Furthermore, the changing lifestyles of consumers, with more emphasis on convenience and flexibility, have made on-demand streaming services a preferred choice for entertainment. In conclusion, the OTT Video market in the Baltics is experiencing significant growth due to customer preferences for on-demand streaming services, the availability of a wide range of content, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is expected that the demand for OTT video services will continue to increase in the Baltics.

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.