Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Georgia has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet.
Customer preferences: Customers in Georgia are increasingly turning to OTT Video platforms for their entertainment needs. This shift in preferences can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT Video platforms allow users to access a wide range of content anytime and anywhere. This is particularly appealing to the younger generation who value on-demand access to their favorite TV shows and movies. Additionally, the affordability of OTT Video subscriptions compared to traditional cable or satellite TV packages is also driving customer adoption.
Trends in the market: One of the key trends in the OTT Video market in Georgia is the growing popularity of local content. Georgian viewers are showing a strong preference for locally produced TV shows and movies, which has led to the emergence of local OTT Video platforms that cater specifically to this demand. This trend can be attributed to the cultural relevance and relatability of local content, as well as the desire to support the local entertainment industry. Furthermore, international OTT Video platforms are also recognizing the demand for local content and are increasingly investing in the production and acquisition of Georgian content. Another trend in the market is the increasing penetration of smart TVs and mobile devices. With the widespread availability of affordable smart TVs and the growing smartphone penetration in Georgia, more and more consumers are accessing OTT Video platforms through these devices. This trend is further fueled by the improving internet infrastructure in the country, which enables seamless streaming of high-quality video content.
Local special circumstances: One of the unique aspects of the OTT Video market in Georgia is the dominance of local players. While international OTT Video platforms such as Netflix and Amazon Prime Video are available in the country, they face strong competition from local platforms that have a deep understanding of the local market and cater specifically to Georgian viewers. These local platforms often offer a diverse range of local content and provide a more personalized user experience, which resonates well with the local audience.
Underlying macroeconomic factors: The growth of the OTT Video market in Georgia is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has resulted in a higher demand for entertainment options, including OTT Video services. Furthermore, the government's efforts to improve internet infrastructure and promote digitalization have also played a role in driving the growth of the OTT Video market. In conclusion, the OTT Video market in Georgia is witnessing significant growth due to changing customer preferences, the popularity of local content, the increasing penetration of smart TVs and mobile devices, and the favorable macroeconomic conditions. The market is expected to continue expanding in the coming years as more consumers embrace OTT Video platforms as their primary source of entertainment.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
