OTT Video - Malta | Statista Market Forecast

In Malta, revenue in the OTT Video market market is projected to reach US$18.64m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.45%, culminating in a projected market volume of US$24.31m by 2029.
The predominant market within this market is OTT Video Advertising, anticipated to have a market volume of US$13.10m in 2024.
In a global context, the majority of revenue will be generated the United States, which is expected to reach US$133.70bn in 2024.
Within the OTT Video market market in Malta, the number of users is projected to reach 373.2k users by 2029.
User penetration is estimated to be 61.8% in 2024, with expectations of increasing to 68.8% by 2029.
The average revenue per user (ARPU) in Malta's OTT Video market market is projected to amount to US$56.21 in 2024.
In Malta, the OTT video market is witnessing a surge in demand for localized content, reflecting the country's rich cultural heritage and diverse audience preferences.

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 Malta is experiencing significant growth and development, driven by changing customer preferences, global trends, and local special circumstances.

Customer preferences: In Malta, customers are increasingly turning to OTT Video platforms for their entertainment needs. This shift in preference can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT Video platforms allow customers to access a wide range of content anytime and anywhere. This is particularly appealing to the tech-savvy and mobile-oriented population in Malta. Secondly, the availability of high-quality content, including movies, TV shows, and original productions, on OTT Video platforms has attracted a large number of customers. The ability to stream content in multiple languages and with subtitles also adds to the appeal of these platforms. Lastly, the affordability of OTT Video subscriptions compared to traditional cable or satellite TV services has made them an attractive option for cost-conscious consumers in Malta.

Trends in the market: One of the key trends in the OTT Video market in Malta is the increasing competition among different platforms. Major global players such as Netflix, Amazon Prime Video, and Disney+ have entered the market, offering a wide range of content and attractive pricing packages. This has led to a fragmentation of the market, with customers having multiple options to choose from. In response to this competition, local players have also emerged, offering specialized content and catering to specific customer segments. This trend has resulted in a diverse and competitive OTT Video market in Malta. Another trend in the market is the growing popularity of local content. While international content remains popular, there is a growing demand for Maltese movies, TV shows, and documentaries. This trend can be attributed to the desire for cultural representation and the promotion of local talent. OTT Video platforms have recognized this demand and are increasingly investing in the production and acquisition of local content. This trend has not only provided a platform for local filmmakers and artists but has also attracted a loyal customer base.

Local special circumstances: The small size of the Maltese market presents both challenges and opportunities for the OTT Video industry. On one hand, the limited population size restricts the potential customer base for platforms. However, this also means that platforms can focus on catering to the specific needs and preferences of the Maltese audience. This localized approach allows platforms to offer personalized content recommendations, localized user interfaces, and customer support in the Maltese language. Additionally, the strong internet infrastructure in Malta ensures reliable and high-speed internet connectivity, which is essential for the smooth streaming of OTT Video content.

Underlying macroeconomic factors: The strong economic growth and increasing disposable income in Malta have contributed to the growth of the OTT Video market. As the economy continues to expand, more customers have the financial means to subscribe to OTT Video platforms and enjoy their services. Furthermore, the high smartphone penetration rate and the increasing adoption of smart TVs in Malta have also facilitated the growth of the OTT Video market. These factors, combined with the changing customer preferences and global trends, have created a favorable environment for the development of the OTT Video market in Malta.

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.