OTT Video - Eastern Europe | Statista Market Forecast

In Eastern Europe, revenue in the OTT Video market market is projected to reach US$3.04bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 6.98%, leading to a projected market volume of US$4.26bn by 2029.
The largest market within this market is OTT Video Advertising, which is anticipated to have a market volume of US$1.42bn in 2024.
In a global context, the highest revenue generation will occur the United States, with figures amounting to US$133.70bn in 2024.
In the OTT Video market market of Eastern Europe, the number of users is expected to reach 180.4m users by 2029.
User penetration is projected to be 60.8% in 2024 and is anticipated to increase to 76.6% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Eastern Europe is projected to be US$21.01 in 2024.
Eastern Europe's OTT Video market is experiencing a surge in localized content production, reflecting the region's rich cultural diversity and consumer demand for tailored viewing experiences.

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 Eastern Europe has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Eastern Europe have shifted towards on-demand video streaming services, as viewers seek greater convenience and flexibility in their entertainment options. The rise of smartphones and high-speed internet connectivity has made it easier for consumers to access OTT video content anytime, anywhere. Additionally, the availability of a wide range of content, including local and international movies, TV shows, and original series, has attracted a diverse audience. The convenience of personalized recommendations and the ability to binge-watch entire seasons of shows have also contributed to the popularity of OTT video platforms. Trends in the market indicate that subscription-based OTT video services are gaining traction in Eastern Europe. Many consumers are willing to pay a monthly fee in exchange for unlimited access to a vast library of content. This subscription model provides a stable revenue stream for OTT video providers, allowing them to invest in the production of high-quality original content and secure exclusive rights to popular TV shows and movies. Furthermore, the increasing availability of affordable internet plans and the proliferation of smart TVs and streaming devices have made it easier for consumers to access OTT video services. Local special circumstances also play a role in the development of the OTT Video market in Eastern Europe. The region has a rich cultural heritage and a diverse linguistic landscape, with each country having its own unique preferences and content consumption habits. This has led to the emergence of local OTT video platforms that cater specifically to the needs and interests of the local population. These platforms often offer a mix of local and international content, providing viewers with a more personalized and localized viewing experience. Additionally, the relatively low cost of production and distribution in Eastern Europe has made it an attractive destination for international content producers, further fueling the growth of the OTT video market. Underlying macroeconomic factors have also contributed to the growth of the OTT Video market in Eastern Europe. The region has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has allowed more people to afford OTT video subscriptions and invest in the necessary infrastructure to access streaming services. Furthermore, the ongoing digital transformation and the government's efforts to improve internet connectivity have created a favorable environment for the expansion of the OTT video market. In conclusion, the OTT Video market in Eastern Europe is experiencing significant growth due to changing customer preferences, the availability of a wide range of content, the rise of subscription-based services, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, OTT video providers will need to adapt to the unique preferences and needs of the Eastern European audience to maintain their competitive edge.

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.