Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Southern Europe is experiencing significant growth and development. Customer preferences are shifting towards online streaming platforms, leading to an increase in demand for OTT video services. This trend is driven by several factors, including the convenience and flexibility of accessing content anytime and anywhere, as well as the availability of a wide range of content options.
Customer preferences: Customers in Southern Europe are increasingly turning to OTT video services for their entertainment needs. The convenience of streaming platforms allows users to watch their favorite movies and TV shows on-demand, without the need for traditional broadcast schedules. This flexibility appeals to a wide range of viewers, from busy professionals who want to watch shows at their own pace, to families who enjoy watching movies together.
Trends in the market: One of the key trends in the OTT Video market in Southern Europe is the rise of local content. Streaming platforms are increasingly investing in producing and acquiring local content to cater to the preferences of the regional audience. This trend is driven by the demand for content in local languages and the desire to showcase regional stories and cultures. As a result, Southern European viewers now have access to a diverse range of local content, including TV series, documentaries, and movies. Another trend in the market is the increasing adoption of mobile streaming. Southern Europe has a high smartphone penetration rate, and viewers are increasingly using their mobile devices to stream video content. This trend is supported by the availability of high-speed mobile networks and affordable data plans. As a result, OTT video platforms are optimizing their services for mobile devices, offering a seamless streaming experience on smartphones and tablets.
Local special circumstances: Southern Europe has a rich cultural heritage and a diverse linguistic landscape. This presents both opportunities and challenges for the OTT Video market. On one hand, the region's cultural diversity allows for the production of a wide range of content that caters to different tastes and preferences. On the other hand, the fragmentation of the market due to linguistic differences can make it challenging for OTT video platforms to scale their operations and reach a larger audience.
Underlying macroeconomic factors: The OTT Video market in Southern Europe is also influenced by underlying macroeconomic factors. The region has a growing middle class with increasing disposable income, which allows consumers to spend more on entertainment and leisure activities. Additionally, the high internet penetration rate in Southern Europe provides a solid foundation for the growth of the OTT video market. As more households gain access to high-speed internet, the demand for online streaming services is expected to continue to rise. In conclusion, the OTT Video market in Southern Europe is experiencing significant growth and development. Customer preferences are shifting towards online streaming platforms, driven by the convenience and flexibility they offer. The market is characterized by the rise of local content and the increasing adoption of mobile streaming. However, the region's cultural diversity and linguistic differences present both opportunities and challenges for OTT video platforms. Overall, the underlying macroeconomic factors, such as the growing middle class and high internet penetration rate, are contributing to the growth of the 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.
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