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OTT Video - BRICS

BRICS

In BRICS, revenue in the OTT Video market market is projected to reach US$95.52bn in 2025.
This revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 6.33%, resulting in a projected market volume of US$122.10bn by 2029.
The largest market within this market is OTT Video Advertising, which is anticipated to have a market volume of US$63.04bn in 2025.
In a global context, the United States will generate the most revenue, estimated at US$146,300.00m in 2025.
Within the OTT Video market market in BRICS, the number of users is expected to reach 2.2bn users by 2029.
User penetration is projected to be 55.2% in 2025, increasing to 66.7% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in BRICS is projected to amount to US$52.28 in 2025.
Brazil's OTT video market is experiencing rapid growth, driven by increasing internet penetration and a burgeoning demand for localized content among diverse audiences.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

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Analyst Opinion

The OTT Video market in BRICS is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this growth. Customer preferences play a crucial role in driving the growth of the OTT Video market in BRICS. Consumers in these countries increasingly prefer on-demand and personalized content, which OTT platforms provide. The convenience of streaming content anytime and anywhere, along with the ability to choose from a wide range of options, has made OTT Video platforms highly popular among BRICS consumers. Trends in the market further support the growth of the OTT Video industry in BRICS. One major trend is the increasing adoption of smartphones and internet connectivity in these countries. As more people gain access to affordable smartphones and reliable internet connections, the demand for OTT Video services is expected to rise significantly. Additionally, the rise of local OTT Video platforms in BRICS countries is another important trend. These platforms cater to the specific cultural and linguistic preferences of the local population, making them more appealing than global OTT Video giants. Local special circumstances also contribute to the growth of the OTT Video market in BRICS. Each country in the BRICS group has its own unique circumstances that shape the market. For example, in Brazil, the popularity of telenovelas and local content drives the demand for OTT Video services. In Russia, the government's focus on promoting domestic content has led to the growth of local OTT Video platforms. These local special circumstances create opportunities for both local and international OTT Video providers to cater to the specific needs and preferences of the market. Underlying macroeconomic factors also play a role in the development of the OTT Video market in BRICS. Economic growth and increasing disposable incomes in these countries have led to a larger middle class with more purchasing power. As a result, more people are able to afford OTT Video subscriptions, leading to increased demand for these services. Additionally, favorable government policies and investments in digital infrastructure have created an enabling environment for the growth of the OTT Video industry in BRICS. In conclusion, the OTT Video market in BRICS is experiencing significant growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The increasing demand for on-demand and personalized content, along with the rise of smartphones and internet connectivity, is driving the growth of the market. Local special circumstances and favorable macroeconomic factors further contribute to the expansion of the OTT Video industry in BRICS.

Methodology

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.