OTT Video - Philippines | Statista Market Forecast

In the Philippines, revenue in the OTT Video market market is projected to reach US$575.90m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.15%, resulting in a projected market volume of US$776.10m by 2029.
The largest market within this market in the Philippines is OTT Video Advertising, which is anticipated to have a market volume of US$364.40m in 2024.
In a global context, the most significant revenue will be generated the United States, with a figure of US$133.70bn in 2024.
In the OTT Video market market in the Philippines, the number of users is expected to amount to 71.0m users by 2029.
User penetration in the Philippines will be 50.8% in 2024 and is expected to increase to 55.5% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in the Philippines is projected to amount to US$9.52 in 2024.
The Philippines is witnessing a surge in demand for localized content on OTT platforms, reflecting the country's diverse cultural landscape and evolving viewer 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 Philippines has been experiencing significant growth in recent years.

Customer preferences: Customers in Philippines have shown a strong preference for OTT Video platforms due to their convenience and affordability. With the increasing penetration of smartphones and internet connectivity, consumers are turning to OTT Video services as a primary source of entertainment. The availability of a wide range of content, including movies, TV shows, and original series, has also contributed to the popularity of these platforms. Additionally, the ability to stream content on multiple devices and the option to download content for offline viewing has further enhanced the customer experience.

Trends in the market: One of the key trends in the OTT Video market in Philippines is the rise of local content. OTT Video platforms are increasingly investing in producing and acquiring local content to cater to the preferences of the Filipino audience. This trend is driven by the demand for content that reflects the local culture and resonates with the viewers. The popularity of local content has also been fueled by the success of Filipino movies and TV shows, both domestically and internationally. Another trend in the market is the increasing competition among OTT Video platforms. As the market continues to grow, both local and international players are vying for a larger share of the market. This competition has led to innovations in content offerings, pricing strategies, and user experience. OTT Video platforms are constantly introducing new features and improving their services to attract and retain customers. This trend is expected to continue as the market becomes more saturated.

Local special circumstances: The OTT Video market in Philippines is unique due to the country's diverse cultural landscape and language preferences. To cater to the diverse audience, OTT Video platforms are investing in content localization and subtitling. This allows viewers to enjoy content in their preferred language, making the platforms more accessible and appealing. Additionally, the presence of local content creators and production houses has contributed to the growth of the OTT Video market in Philippines.

Underlying macroeconomic factors: The growth of the OTT Video market in Philippines can be attributed to several macroeconomic factors. The increasing disposable income and rising middle class population have led to higher spending on entertainment and leisure activities. The affordability of smartphones and internet connectivity has also made it easier for consumers to access OTT Video platforms. Furthermore, the government's efforts to improve internet infrastructure and promote digitalization have created a favorable environment for the growth of the OTT Video 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 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.