OTT Video - Portugal | Statista Market Forecast

In Portugal, revenue in the OTT Video market market is projected to reach US$213.60m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.77%, resulting in a projected market volume of US$269.60m by 2029.
The largest market in Portugal is OTT Video Advertising, which is anticipated to have a market volume of US$130.90m in 2024.
In a global context, most revenue within the OTT Video market market will be generated the United States, with figures reaching US$133.70bn in 2024.
Within the OTT Video market market in Portugal, the number of users is expected to amount to 5.4m users by 2029.
User penetration in Portugal will be 51.3% in 2024 and is anticipated to increase to 53.7% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Portugal is projected to be US$40.72 in 2024.
Additionally, the usage share of Disney+ is estimated to account for 18.0% of the Videostreaming (SVoD) market in Portugal in 2023.
In Portugal, the OTT video market is experiencing 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 Portugal is experiencing significant growth and development.

Customer preferences: Portuguese consumers are increasingly turning to OTT Video platforms for their entertainment needs. The convenience and flexibility of accessing content anytime and anywhere are major factors driving the growth of this market. Additionally, the availability of a wide range of content, including movies, TV shows, and original programming, appeals to the diverse preferences of consumers.

Trends in the market: One notable trend in the OTT Video market in Portugal is the increasing adoption of subscription-based models. Many consumers are willing to pay a monthly fee for unlimited access to a vast library of content. This trend is driven by the desire for convenience and the ability to personalize the viewing experience. Furthermore, the rise of original content produced by OTT Video platforms has also contributed to the growth of the market.

Local special circumstances: Portugal has a high internet penetration rate, which has facilitated the growth of the OTT Video market. The country's strong broadband infrastructure enables seamless streaming and a high-quality viewing experience for consumers. Additionally, the relatively low cost of internet services in Portugal makes it more affordable for consumers to access OTT Video platforms.

Underlying macroeconomic factors: The growth of the OTT Video market in Portugal is also influenced by macroeconomic factors. The increasing disposable income of Portuguese consumers has made it easier for them to afford OTT Video subscriptions. Additionally, the growing popularity of smart TVs and mobile devices has provided consumers with more options for accessing OTT Video content. Furthermore, the competitive landscape in the market, with both local and international players vying for market share, has driven innovation and improved the quality of services offered to consumers. In conclusion, the OTT Video market in Portugal is experiencing significant growth due to customer preferences for convenience, a wide range of content, and subscription-based models. The local special circumstances, such as high internet penetration and affordability, have further facilitated this growth. The underlying macroeconomic factors, including increasing disposable income and the popularity of smart devices, have also contributed to the development of the market. Overall, the future of the OTT Video market in Portugal looks promising, with continued growth expected 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 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.