OTT Video - Indonesia | Statista Market Forecast

In Indonesia, revenue in the OTT Video market market is projected to reach US$1.32bn in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 6.64%, resulting in a projected market volume of US$1.82bn by 2029.
The largest market within Indonesia's OTT Video market landscape is OTT Video Advertising, which is anticipated to have a market volume of US$758.30m in 2024.
In a global context, the majority of revenue will be generated the United States, with a figure of US$133.70bn in 2024.
Within Indonesia's OTT Video market market, the number of users is expected to reach 189.5m users by 2029.
User penetration is projected to be 52.4% in 2024 and is anticipated to increase to 65.3% by 2029.
The average revenue per user (ARPU) in Indonesia's OTT Video market market is projected to amount to US$9.00 in 2024.
Furthermore, the usage share of Vidio in Indonesia is estimated to account for 26.0% of the Videostreaming (SVoD) market and the selected region in 2023.
In Indonesia, the OTT video market is experiencing significant growth as local content production increasingly resonates with diverse regional audiences.

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 Indonesia is experiencing significant growth and development.

Customer preferences: Indonesian consumers are increasingly turning to OTT video platforms for their entertainment needs. This can be attributed to several factors. Firstly, the convenience of accessing content anytime, anywhere on multiple devices is a major draw for consumers. Additionally, the wide variety of content available on OTT platforms caters to diverse consumer preferences, ranging from local Indonesian content to international movies and TV shows. Furthermore, the affordability of OTT video subscriptions compared to traditional pay-TV services makes it an attractive option for price-conscious consumers.

Trends in the market: One of the key trends in the OTT video market in Indonesia is the rise of local content production. Indonesian OTT platforms are investing heavily in creating original content to cater to the preferences of the local audience. This trend is driven by the increasing demand for Indonesian content, as well as government initiatives to promote the local creative industry. Another trend is the increasing competition among OTT video platforms. Both local and international players are vying for a share of the Indonesian market, leading to a wide range of options for consumers. This competition is driving innovation and improvement in the quality of content and user experience.

Local special circumstances: Indonesia's large population and growing middle class are key factors contributing to the development of the OTT video market. With a population of over 270 million people, Indonesia offers a significant consumer base for OTT video platforms. Additionally, the increasing disposable income of the middle class enables more consumers to afford OTT video subscriptions. Furthermore, the country's improving internet infrastructure and smartphone penetration rates are facilitating the growth of the OTT video market.

Underlying macroeconomic factors: Several macroeconomic factors are supporting the growth of the OTT video market in Indonesia. The country's stable economic growth and rising GDP per capita are indicative of improving living standards and increased consumer spending power. Additionally, the government's efforts to improve internet connectivity and digital infrastructure are creating an enabling environment for the development of the OTT video market. Furthermore, the young and tech-savvy population in Indonesia is driving the adoption of digital services, including OTT video platforms. In conclusion, the OTT Video market in Indonesia is experiencing significant growth and development due to customer preferences for convenience, variety of content, and affordability. The rise of local content production, increasing competition among platforms, Indonesia's large population and growing middle class, improving internet infrastructure, and favorable macroeconomic factors are all contributing to the growth 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 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.

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.