OTT Video - Serbia | Statista Market Forecast

Revenue in the OTT Video market market in Serbia is projected to reach US$70.59m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.27%, resulting in a projected market volume of US$95.68m by 2029.
The largest market in Serbia is OTT Video Advertising, with a market volume of US$34.76m in 2024.
In a global context, the most revenue will be generated the United States, amounting to US$133.70bn in 2024.
Within the OTT Video market market in Serbia, the number of users is expected to reach 4.0m users by 2029.
User penetration in Serbia will be 52.9% in 2024 and is anticipated to increase to 58.8% by 2029.
The average revenue per user (ARPU) in Serbia's OTT Video market market is projected to be US$18.80 in 2024.
Furthermore, the usage share of HBO Max is estimated to account for 39% of the Videostreaming (SVoD) market in Serbia for the year 2023.
In Serbia, the OTT video market is experiencing significant growth, driven by increased internet penetration and a rising demand for diverse content.

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 Serbia is experiencing significant growth and development, driven by changing customer preferences and the increasing availability of high-speed internet connections. Customer preferences in Serbia are shifting towards on-demand video streaming services, as consumers seek convenience and flexibility in their entertainment choices. With the rise of smartphones and tablets, more people are watching videos on their mobile devices, and this trend is expected to continue in the coming years. Additionally, the younger generation in Serbia is more inclined towards digital platforms and prefers to consume content online rather than through traditional TV channels. Trends in the market indicate a growing demand for local and regional content in Serbia. While international content still holds a significant share in the market, there is a rising interest in locally produced movies, TV shows, and documentaries. This trend can be attributed to the increasing quality and popularity of Serbian content, as well as the desire of viewers to connect with stories and characters that are closer to their own culture and experiences. Furthermore, the availability of subtitles and dubbing options in multiple languages has made local content more accessible to a wider audience. Local special circumstances in Serbia also contribute to the development of the OTT Video market. The country has a well-established telecommunications infrastructure, with a high penetration rate of internet and mobile services. This provides a solid foundation for the growth of OTT Video platforms, as it ensures a reliable and fast internet connection for users. Additionally, the relatively low cost of data plans and the affordability of smartphones make it easier for consumers to access and enjoy OTT Video services. Underlying macroeconomic factors in Serbia, such as increasing disposable incomes and a growing middle class, also play a role in the expansion of the OTT Video market. As people have more discretionary income, they are willing to spend on entertainment and leisure activities, including subscription-based video streaming services. Furthermore, the COVID-19 pandemic has accelerated the adoption of digital entertainment platforms, as people spend more time at home and seek alternative sources of entertainment. In conclusion, the OTT Video market in Serbia is experiencing growth and development due to changing customer preferences, the demand for local content, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is expected that more players will enter the industry and offer a wider range of content options to cater to the diverse needs and preferences of Serbian consumers.

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.