OTT Video - Malaysia | Statista Market Forecast

In Malaysia, revenue in the OTT Video market market is projected to reach US$396.10m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 7.24%, resulting in a projected market volume of US$561.80m by 2029.
The largest market within this market in Malaysia is OTT Video Advertising, which will have a market volume of US$194.50m in 2024.
In a global context, most revenue generated will come from the United States, amounting to US$133.70bn in 2024.
In the OTT Video market market in Malaysia, the number of users is expected to reach 27.3m users by 2029.
User penetration in Malaysia will be 65.8% in 2024 and is anticipated to increase to 75.0% by 2029.
The average revenue per user (ARPU) in the Malaysian OTT Video market market is projected to amount to US$17.35 in 2024.
In Malaysia, the OTT video market is experiencing significant growth as consumers increasingly prefer on-demand content over traditional television broadcasting.

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 Malaysia has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Malaysia have shown a strong preference for OTT Video services due to their convenience and flexibility. With the increasing availability of high-speed internet and affordable smartphones, consumers are increasingly turning to streaming platforms for their entertainment needs. The ability to access a wide range of content anytime and anywhere has become a key factor in their decision-making process. Furthermore, the rise of original content produced by OTT Video providers has also attracted a large number of subscribers, as it offers unique and exclusive content that cannot be found elsewhere.

Trends in the market: One of the key trends in the OTT Video market in Malaysia is the growing popularity of local content. Malaysian consumers are increasingly seeking out content that reflects their culture and language, and OTT Video providers have responded by investing in local productions. This has not only helped to drive subscriber growth, but has also created new opportunities for local content creators and production companies. Another trend in the market is the increasing competition among OTT Video providers. As more players enter the market, providers are constantly innovating and improving their services to attract and retain subscribers. This has led to the introduction of new features such as offline viewing, personalized recommendations, and simultaneous streaming on multiple devices. Providers are also expanding their content libraries to include a wide range of genres and languages to cater to the diverse preferences of Malaysian consumers.

Local special circumstances: One of the unique factors that has contributed to the growth of the OTT Video market in Malaysia is the country's diverse population. Malaysia is home to multiple ethnic groups, each with their own language and cultural preferences. OTT Video providers have recognized the importance of catering to these diverse preferences and have made efforts to offer content in multiple languages, including Malay, Chinese, and Tamil. This has helped to attract a wider audience and drive subscriber growth.

Underlying macroeconomic factors: The growth of the OTT Video market in Malaysia can also be attributed to underlying macroeconomic factors. The country's strong economic growth and rising disposable incomes have enabled more consumers to afford OTT Video subscriptions. Additionally, the increasing penetration of smartphones and internet connectivity has made it easier for consumers to access and stream content on the go. These macroeconomic factors have created a favorable environment for the growth of the OTT Video market in Malaysia. In conclusion, the OTT Video market in Malaysia has experienced significant growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The increasing availability of high-speed internet and affordable smartphones has enabled consumers to access a wide range of content anytime and anywhere. The growing popularity of local content and the increasing competition among OTT Video providers have further fueled the growth of the market. With the continued economic growth and rising disposable incomes, the OTT Video market in Malaysia is expected to continue its upward trajectory 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.

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.