Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in EU-27 is experiencing significant growth and development, driven by customer preferences for on-demand content and the increasing availability of high-speed internet connections.
Customer preferences: Consumers in EU-27 are increasingly gravitating towards OTT Video platforms due to the convenience and flexibility they offer. OTT Video allows users to stream their favorite movies and TV shows on-demand, eliminating the need for traditional cable or satellite TV subscriptions. This appeals to consumers who prefer to watch content at their own pace and on their preferred devices. Additionally, the wide variety of content available on OTT Video platforms caters to diverse consumer preferences, further driving adoption.
Trends in the market: One of the key trends in the OTT Video market in EU-27 is the rise of local and regional content. While international content still holds a significant share, local productions are gaining popularity among consumers. This trend can be attributed to the increasing availability of localized content on OTT platforms, which resonates with the cultural and linguistic preferences of consumers in specific countries. As a result, OTT Video platforms are investing in original local content to attract and retain subscribers. Another trend in the market is the growing competition among OTT Video platforms. With the entry of global players and the emergence of local platforms, there is intense competition to capture market share. This has led to a proliferation of subscription-based models, with platforms offering different pricing tiers and content libraries to cater to diverse consumer segments. Additionally, platforms are investing in user-friendly interfaces and personalized recommendations to enhance the user experience and differentiate themselves from competitors.
Local special circumstances: The OTT Video market in EU-27 is influenced by local special circumstances that shape consumer preferences and market dynamics. For example, in countries with multiple official languages, OTT Video platforms need to offer content in different languages to cater to diverse linguistic groups. Similarly, countries with strong local film industries may have a higher demand for local content, prompting platforms to invest in regional productions.
Underlying macroeconomic factors: The development of the OTT Video market in EU-27 is also influenced by underlying macroeconomic factors. The increasing penetration of high-speed internet connections across the region has been a key enabler for the growth of OTT Video platforms. As more households gain access to reliable internet, the potential customer base for OTT Video platforms expands. Additionally, the rise of smartphones and other connected devices has further facilitated the consumption of OTT Video content, as users can stream on-the-go. In conclusion, the OTT Video market in EU-27 is witnessing robust growth driven by customer preferences for on-demand content and the availability of high-speed internet connections. The market is characterized by the rise of local and regional content, intense competition among platforms, and the influence of local special circumstances. The underlying macroeconomic factors, including internet penetration and the proliferation of connected devices, are also contributing to the development of the market.
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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