OTT Video - Central America | Statista Market Forecast

In Central America, revenue in the OTT Video market market is projected to reach US$523.60m in 2024.
Revenue in this region is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 4.92%, which will lead to a projected market volume of US$665.90m by 2029.
The largest market within the OTT Video market market in Central America is Video Streaming (SVoD), with a market volume of US$266.30m in 2024.
In a global context, the majority of revenue will be generated the United States, which is expected to reach US$133.70bn in 2024.
In the OTT Video market market, the number of users in Central America is anticipated to amount to 40.0m users by 2029.
User penetration in the region will be 56.4% in 2024 and is projected to increase to 71.3% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Central America is projected to be US$17.57 in 2024.
In Central America, particularly in countries like Costa Rica and Guatemala, the OTT video market is rapidly evolving, driven by increasing internet accessibility and changing consumer 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 Central America has been experiencing significant growth in recent years.

Customer preferences: Customers in Central America are increasingly turning to OTT Video platforms for their entertainment needs. The convenience and flexibility offered by these platforms, such as the ability to stream content on multiple devices and access a wide range of movies and TV shows, have made them popular among consumers. Additionally, the affordability of OTT Video subscriptions compared to traditional cable and satellite TV services has also contributed to their growing popularity in the region.

Trends in the market: One of the key trends in the OTT Video market in Central America is the increasing adoption of streaming services by younger generations. As the younger population in the region becomes more tech-savvy and digitally connected, they are more likely to embrace OTT Video platforms as their primary source of entertainment. This trend is driven by factors such as the availability of high-speed internet connections and the growing popularity of smartphones and other mobile devices. Another trend in the market is the growing demand for localized content. Central American viewers are increasingly seeking out content that reflects their own culture and language. This has led to the emergence of local OTT Video platforms that offer a range of content produced in the region. These platforms cater to the preferences of Central American viewers and provide them with a more personalized and relevant viewing experience.

Local special circumstances: One of the unique factors influencing the OTT Video market in Central America is the region's diverse linguistic landscape. Central America is home to several countries, each with its own official language and cultural nuances. This diversity presents both opportunities and challenges for OTT Video providers. On one hand, it allows for the creation of localized content that resonates with specific audiences. On the other hand, it requires providers to offer content in multiple languages to cater to the diverse preferences of viewers in the region.

Underlying macroeconomic factors: The growth of the OTT Video market in Central America is also influenced by underlying macroeconomic factors. The region has witnessed steady economic growth in recent years, which has resulted in an increase in disposable income among consumers. This has made OTT Video subscriptions more affordable for a larger segment of the population, thereby driving market growth. Additionally, the expansion of internet infrastructure and the increasing penetration of smartphones have also contributed to the growth of the OTT Video market in Central America. In conclusion, the OTT Video market in Central America is experiencing significant growth due to customer preferences for convenience and affordability, as well as the increasing adoption of streaming services by younger generations. The market is also influenced by local special circumstances, such as the demand for localized content and the region's diverse linguistic landscape. Underlying macroeconomic factors, including economic growth and improved internet infrastructure, are further driving the growth of the OTT Video market in Central America.

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.