Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Estonia has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet access. Customer preferences in Estonia have shifted towards consuming video content online, as viewers seek convenience and flexibility in their entertainment options.
The rise of OTT platforms has provided viewers with a wide range of content choices, allowing them to watch their favorite shows and movies at any time and on any device. Additionally, the ability to stream content on-demand has become increasingly popular, as viewers no longer have to adhere to traditional broadcast schedules. One of the key trends in the Estonian OTT Video market is the increasing demand for local and regional content.
While international content remains popular, there is a growing appetite for content that reflects the local culture and language. This trend is driven by a desire for more authentic and relatable content, as well as efforts by local content producers to cater to the specific preferences of the Estonian audience. Another trend in the market is the emergence of original content produced by OTT platforms.
In an effort to differentiate themselves and attract subscribers, platforms are investing in the creation of exclusive content that can only be accessed through their service. This has led to a proliferation of original series and movies, providing viewers with a unique viewing experience and further fueling the growth of the OTT Video market. Local special circumstances in Estonia have also contributed to the development of the OTT Video market.
The country has a high internet penetration rate and a well-developed telecommunications infrastructure, making it easier for viewers to access online video content. Additionally, Estonia has a small domestic market, which has encouraged OTT platforms to expand their services internationally, reaching a wider audience and driving further growth in the market. Underlying macroeconomic factors, such as the increasing disposable income and changing demographics in Estonia, have also played a role in the growth of the OTT Video market.
As incomes rise, consumers have more discretionary spending power, which they are increasingly allocating towards entertainment options such as OTT video subscriptions. Furthermore, the younger demographic in Estonia, who are more tech-savvy and accustomed to consuming content online, are driving the demand for OTT video services. Overall, the OTT Video market in Estonia is experiencing significant growth due to changing customer preferences, the availability of high-speed internet, and the emergence of local and original content.
These factors, along with the country's favorable infrastructure and macroeconomic conditions, are expected to continue driving the growth of the market in the coming years.
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.
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