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OTT Video - Denmark

Denmark
  • In Denmark, revenue in the OTT Video market is projected to reach US$791.84m in 2025.
  • The revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 5.19%, leading to a projected market volume of US$969.55m by 2029.
  • The largest market within this market in Denmark is Video Streaming (SVoD), which is anticipated to have a market volume of US$398.57m in 2025.
  • In global comparison, the majority of revenue will be generated the United States, which is expected to reach US$146.25bn in 2025.
  • Within the OTT Video market in Denmark, the number of users is expected to amount to 4.1m users by 2029.
  • User penetration in Denmark will be 64.3% in 2025 and is projected to increase to 67.1% by 2029.
  • The average revenue per user (ARPU) in the OTT Video market in Denmark is projected to be US$206.39 in 2025.
  • Additionally, the usage share of Disney+ is estimated to account for 15.0% of the Videostreaming (SVoD) market in Denmark in 2023.
  • Denmark's OTT video market is witnessing a surge in demand for localized content, reflecting the nation's preference for culturally relevant storytelling and diverse genres.

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+.
In-Scope
  • 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
Out-Of-Scope
  • Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
  • Physical home video (DVD & Blu-ray)
  • Traditional TV advertising
Media
Media
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    Revenue

    NOTES: Data was converted from local currencies using average exchange rates of the respective year.

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    NOTES: Data was converted from local currencies using average exchange rates of the respective year. FAST refers to the Free ad-supported streaming TV market. AVoD refers to the Advertising Video-on-Demand market.

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    MARKET_INSIGHTS

    2017
    2018
    2019
    2020
    2021
    2022
    2023
    *Statista218.34297395.01544.29719.82782.46886.26
    PricewaterhouseCoopers (PwC)237.3

    NOTES: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    MOST_RECENT_UPDATE: Aug 2024

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Analyst Opinion

    The OTT Video Market in Denmark is experiencing moderate growth, fueled by rising consumer demand for diverse content, the increasing shift towards subscription models, and the popularity of ad-supported options, enhancing accessibility and engagement among viewers.

    Customer preferences:     Consumers in Denmark are increasingly gravitating towards personalized viewing experiences in the OTT Video Market, reflecting a desire for diverse and culturally relevant content. This trend is amplified by the growing influence of younger demographics who prioritize on-demand access over traditional broadcasting. Additionally, as families seek flexible entertainment options, there is a rising interest in bundles that combine streaming services with family-friendly programming. This shift highlights a broader societal move towards convenience and customization in media consumption.

    Trends in the market:     In Denmark, the OTT Video Market is experiencing a notable shift towards subscription-based services that prioritize personalization and user-driven content curation. This trend is underscored by an increasing demand for localized programming that resonates with Danish culture, appealing particularly to younger audiences who favor on-demand access. Furthermore, families are embracing bundled services that offer a mix of streaming options and family-oriented content. As this trajectory continues, industry stakeholders must adapt to evolving consumer preferences, potentially reshaping content strategies and marketing approaches to enhance viewer engagement and satisfaction.

    Local special circumstances:     In Denmark, the OTT Video Market thrives due to a combination of strong digital infrastructure and a culturally rich media landscape. The high internet penetration and smartphone usage facilitate seamless access to streaming services. Additionally, Denmark's emphasis on local content regulations encourages providers to invest in homegrown programming that reflects societal values, enhancing viewer loyalty. The Danish preference for family-oriented content further drives demand for bundled services. These unique local factors significantly shape consumer behavior, influencing content offerings and competitive dynamics in the market.

    Underlying macroeconomic factors:     The OTT Video Market in Denmark is significantly influenced by macroeconomic factors, including robust national economic health, consumer spending patterns, and evolving fiscal policies. Denmark's strong GDP growth and high disposable income levels enable consumers to invest in subscription-based streaming services. Furthermore, supportive tax incentives for media production bolster local content creation, enhancing the appeal of domestic offerings. Global shifts toward digital consumption also play a role, as the increasing preference for on-demand entertainment drives competition among providers. Additionally, Denmark's commitment to sustainability and green initiatives influences investments in eco-friendly technology within the OTT sector, aligning with consumer values and enhancing market viability.

    Users

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Demographics

    MOST_RECENT_UPDATE: Mar 2024

    SOURCES: Statista Market Insights, Statista Consumer Insights Global

    Media Usage

    MOST_RECENT_UPDATE: Mar 2024

    SOURCE: Statista Consumer Insights Global

    Key Players

    MOST_RECENT_UPDATE: Jul 2024

    SOURCE: Statista Market Insights

    Global Comparison

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    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 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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    TV & Video: market data & analysis - BackgroundTV & Video: market data & analysis - Cover

    Key Market Indicators

    NOTES: Based on data from IMF, World Bank, UN and Eurostat

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    OUTLOOK_EXPLORE_RELATED_TOPICS

    Video streaming worldwide - statistics & facts

    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.
    OUTLOOK_MORE_DATA_ON_TOPIC
    OTT segment generating the highest revenue
    SVOD
    Number of OTT users worldwide
    3.9bn
    Country with the highest OTT penetration rate
    Canada

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