OTT Video - Norway | Statista Market Forecast

In Norway, revenue in the OTT Video market is projected to reach US$859.22m in 2025.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2025-2029) of 6.67%, leading to a projected market volume of US$1.11bn by 2029.
The largest market within the OTT Video market in Norway is Video Streaming (SVoD), which is anticipated to have a market volume of US$420.83m in 2025.
In a global context, the highest revenue will be generated the United States, where it is expected to reach US$146.25bn in 2025.
In Norway, the number of users in the OTT Video market is expected to amount to 4.0m users by 2029.
User penetration in this market will be 70.4% in 2025 and is projected to increase to 70.3% by 2029.
The average revenue per user (ARPU) in Norway's OTT Video market is projected to be US$219.60 in 2025.
Moreover, the usage share of Disney+ is estimated to account for 19.0% of the Videostreaming (SVoD) market in the selected region in 2023.
Norway's OTT video market is experiencing a surge in demand for localized content, reflecting the country's unique cultural narratives and viewing 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

TV & Video: market data & analysis

The OTT Video market in Norway is witnessing considerable growth, propelled by the rising demand for flexible viewing options, increased internet penetration, and a shift towards personalized content consumption among audiences seeking diverse entertainment solutions.

Customer preferences: Consumers in Norway are increasingly gravitating towards on-demand content, favoring platforms that offer a wide range of genres and localized programming. This trend is fueled by a younger demographic that values convenience and personalized viewing experiences. Additionally, the rise of binge-watching culture has led to a preference for subscription services that provide entire seasons of shows at once. Social media influences also play a significant role, as audiences seek content that resonates with their cultural values and interests, driving engagement and community-focused viewing.

Trends in the market: In Norway, the OTT video market is experiencing a significant shift as consumers increasingly prefer subscription-based platforms that provide on-demand content tailored to local tastes. This trend is driven by a younger audience that values flexibility and a diverse array of genres, promoting binge-watching habits. The integration of social media influences further amplifies viewer engagement, encouraging communal viewing experiences centered around shared interests. Industry stakeholders must adapt to these evolving preferences, focusing on localized content and innovative marketing strategies to capture and retain this dynamic audience.

Local special circumstances: In Norway, the OTT video market is shaped by its unique geographical and cultural landscape, where a small population is spread across vast distances. This creates a demand for localized content that resonates with regional identities and languages, fostering a strong preference for homegrown productions. Additionally, Norway's stringent regulations on media ownership and content distribution promote competition among providers, ensuring a diverse range of offerings. Coupled with high internet penetration and a tech-savvy population, these factors significantly influence viewer habits, pushing platforms to innovate and cater to local tastes effectively.

Underlying macroeconomic factors: The OTT video market in Norway is significantly influenced by macroeconomic factors such as national economic stability, consumer spending power, and digital infrastructure investments. Norway's robust economy, characterized by high GDP per capita and low unemployment rates, enhances disposable income, enabling greater expenditure on entertainment services. Additionally, ongoing investments in broadband connectivity and digital technologies facilitate seamless streaming experiences, catering to the demands of a tech-savvy populace. Furthermore, favorable fiscal policies and competitive market dynamics encourage innovation among OTT providers, driving the creation of diverse, localized content that meets the unique preferences of Norwegian viewers.

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.

OTT Video - Norway

Revenue

Analyst Opinion

Users

Demographics

Media Usage

Key Players

Global Comparison

Methodology

Advertising & Media

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