Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Southern Africa has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Southern Africa have shifted towards consuming video content online. This can be attributed to the increasing availability of high-speed internet connections and the proliferation of smartphones and other connected devices in the region. Consumers are now able to access a wide variety of video content on-demand, allowing them to watch their favorite shows and movies at their convenience. This shift in customer preferences has created a lucrative market for OTT Video providers in Southern Africa. Trends in the market indicate that subscription-based OTT Video services are gaining popularity in Southern Africa. Consumers are increasingly willing to pay a monthly fee for access to a wide range of content, including both local and international programming. This trend can be attributed to the convenience and affordability of subscription-based services, as well as the increasing availability of high-quality content from both local and international providers. Additionally, the rise of local OTT Video platforms catering to the specific needs and preferences of Southern African audiences has further fueled the growth of the market. Local special circumstances in Southern Africa have also played a role in the development of the OTT Video market. The region has a diverse population with different languages and cultural preferences, which has created opportunities for OTT Video providers to offer localized content. By catering to the specific needs and preferences of the local audience, providers have been able to attract a larger customer base and increase their market share in the region. Additionally, the relatively high cost of traditional pay-TV services in Southern Africa has made OTT Video platforms a more affordable alternative for many consumers. Underlying macroeconomic factors have also contributed to the growth of the OTT Video market in Southern Africa. The region has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has allowed more consumers to afford internet access and connected devices, driving the demand for OTT Video services. Additionally, the rapid urbanization and increasing urban population in Southern Africa have created a larger market for OTT Video providers, as urban consumers are more likely to have access to high-speed internet connections and disposable income. In conclusion, the OTT Video market in Southern Africa has been growing due to shifting customer preferences, the popularity of subscription-based services, local special circumstances, and underlying macroeconomic factors. The increasing availability of high-speed internet connections and connected devices, along with the affordability and convenience of OTT Video services, have contributed to the growth of the market. Additionally, the diversity of the region's population and the relatively high cost of traditional pay-TV services have created opportunities for providers to offer localized content and attract a larger customer base. The steady economic growth and increasing urbanization in Southern Africa have also played a role in driving the demand for OTT Video services.
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.
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