OTT Video - Romania | Statista Market Forecast

In Romania, revenue in the OTT Video market market is projected to reach US$209.00m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.98%, resulting in a projected market volume of US$266.60m by 2029.
The largest market within this market in Romania is OTT Video Advertising, which is anticipated to have a market volume of US$130.60m in 2024.
In global comparison, most revenue will be generated the United States, with figures amounting to US$133.70bn in 2024.
In the Romanian OTT Video market market, the number of users is expected to amount to 11.7m users by 2029.
User penetration in Romania will be 52.9% in 2024 and is expected to increase to 61.4% by 2029.
The average revenue per user (ARPU) in Romania's OTT Video market market is projected to amount to US$20.16 in 2024.
In Romania, the OTT video market is experiencing significant growth, driven by increasing consumer demand for diverse content and competitive pricing among providers.

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 Romania has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in Romania have shifted towards consuming video content online, as more consumers seek convenience and flexibility in their viewing habits. The increasing availability of high-speed internet and the proliferation of smartphones and smart TVs have made it easier for consumers to access and stream OTT video content. Additionally, the younger generation in Romania, who are more tech-savvy and digitally connected, are driving the demand for OTT video services. Trends in the market indicate a growing demand for local and international content, as Romanian consumers are increasingly interested in a wide range of video genres and formats. Streaming platforms that offer a diverse selection of content, including movies, TV shows, documentaries, and sports, are gaining popularity among Romanian viewers. Furthermore, the rise of original content produced by OTT platforms has also contributed to the growth of the market, as consumers are drawn to exclusive and unique programming. Local special circumstances, such as the presence of strong local players in the market, have also played a role in the development of the OTT Video market in Romania. Local platforms have been able to cater to the specific preferences and tastes of Romanian viewers, offering a mix of local and international content. Additionally, the affordability of OTT video services in Romania compared to traditional cable or satellite TV has made them an attractive option for cost-conscious consumers. Underlying macroeconomic factors, such as the growth of the digital economy and increasing disposable incomes, have further fueled the growth of the OTT Video market in Romania. As the economy continues to develop, more consumers are able to afford internet access and subscription-based OTT video services. Moreover, the COVID-19 pandemic has accelerated the adoption of OTT video services, as lockdown measures and social distancing restrictions have limited traditional forms of entertainment. Overall, the OTT Video market in Romania is experiencing rapid growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As more consumers in Romania embrace online video streaming, the market is expected to continue expanding 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.