OTT Video - Spain | Statista Market Forecast

In Spain, revenue in the OTT Video market market is projected to reach US$2.88bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 5.57%, leading to a projected market volume of US$3.77bn by 2029.
The largest market within this market in Spain is Video Streaming (SVoD), which is anticipated to have a market volume of US$1.47bn in 2024.
Comparatively, the United States will generate the most revenue in the global OTT Video market market, with figures reaching US$133.70bn in 2024.
In the OTT Video market market specific to in Spain, the number of users is expected to total 41.6m users by 2029.
User penetration in Spain will be 84.4% in 2024, projected to increase to 88.3% by 2029.
The average revenue per user (ARPU) in Spain's OTT Video market market is expected to be US$71.78 in 2024.
In 2023, the usage share of Disney+ is estimated to account for 13.0% of the Videostreaming (SVoD) market in Spain.
In Spain, the OTT video market is experiencing a surge in localized content offerings, reflecting a growing demand for culturally relevant programming among viewers.

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 Spain is experiencing significant growth and development. Customer preferences are shifting towards online streaming platforms, leading to an increase in the demand for OTT Video services. Additionally, local special circumstances and underlying macroeconomic factors are contributing to the expansion of the market.

Customer preferences: Spanish consumers are increasingly embracing OTT Video services as their preferred method of consuming video content. The convenience and flexibility of streaming platforms allow users to access a wide variety of content at any time and from any location. This aligns with the preferences of modern consumers who value on-demand access and personalized viewing experiences. As a result, traditional television viewership is declining while OTT Video subscriptions are on the rise.

Trends in the market: One of the key trends in the OTT Video market in Spain is the emergence of local and regional streaming platforms. While international players like Netflix and Amazon Prime Video have a strong presence in the market, there is also a growing demand for Spanish-language content. Local streaming services are capitalizing on this trend by offering a diverse range of Spanish TV shows, movies, and documentaries. This not only caters to the preferences of Spanish viewers but also attracts international audiences interested in Spanish culture and entertainment. Another trend in the market is the increasing adoption of connected devices for streaming. Smart TVs, smartphones, and tablets are becoming the primary devices for accessing OTT Video services. This trend is driven by the widespread availability of high-speed internet and the growing popularity of mobile devices. As a result, OTT Video platforms are investing in user-friendly interfaces and mobile applications to enhance the streaming experience on these devices.

Local special circumstances: Spain has a vibrant film and television industry, which contributes to the growth of the OTT Video market. The country has produced critically acclaimed films and TV shows that have gained international recognition. This rich content library attracts both domestic and international viewers, creating a strong demand for OTT Video services. Additionally, Spain has a large population of Spanish-speaking individuals around the world who are interested in Spanish-language content. This global audience further fuels the growth of the market.

Underlying macroeconomic factors: Spain has a strong internet infrastructure and high internet penetration rates. This enables widespread access to OTT Video platforms and supports the growth of the market. Furthermore, the increasing disposable income of Spanish consumers allows them to invest in OTT Video subscriptions and connected devices. The country's stable economy and favorable regulatory environment also create a conducive environment for the development of the OTT Video market. In conclusion, the OTT Video market in Spain is thriving due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The demand for online streaming services is driven by the convenience and flexibility they offer, while the availability of Spanish-language content and the adoption of connected devices further contribute to the market's growth. With a strong internet infrastructure and a vibrant entertainment industry, Spain is well-positioned for continued expansion in the OTT Video 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 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.