OTT Video - Switzerland | Statista Market Forecast

In Switzerland, revenue in the OTT Video market market is projected to reach US$1.07bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.83%, leading to a projected market volume of US$1.42bn by 2029.
The largest market within this market in Switzerland is OTT Video Advertising, anticipated to have a market volume of US$523.50m in 2024.
In a global context, the majority of revenue will be generated the United States, with a forecasted figure of US$133.70bn in 2024.
In the Swiss OTT Video market market, the number of users is expected to reach 4.8m users by 2029.
User penetration is projected to be 50.3% in 2024 and is expected to increase to 52.4% by 2029.
The average revenue per user (ARPU) in the Swiss OTT Video market market is projected to amount to US$240.40 in 2024.
Additionally, the usage share of Disney+ is estimated to account for 21.0% of the Videostreaming (SVoD) market in Switzerland in 2023.
In Switzerland, the OTT video market is increasingly characterized by a surge in local content production, reflecting the country's rich cultural diversity and unique storytelling traditions.

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 Switzerland has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet. Customer preferences in Switzerland have shifted towards on-demand video streaming services, as consumers seek convenience and flexibility in their entertainment options. The rise of OTT platforms such as Netflix, Amazon Prime Video, and Disney+ has provided viewers with a wide range of content choices, including movies, TV shows, and original programming. This shift in preferences is not unique to Switzerland, as it is a global trend driven by advancements in technology and the increasing adoption of smartphones and smart TVs. One of the key trends in the Swiss OTT Video market is the growing demand for local and regional content. Swiss viewers are increasingly looking for content that reflects their own culture and language, which has led to the emergence of local streaming platforms and the expansion of international platforms to include Swiss-specific content. This trend is driven by a desire for a more personalized and relevant viewing experience, as well as the need to comply with local content regulations. Another trend in the market is the increasing competition among OTT providers. As the market continues to grow, both international and local players are vying for a share of the Swiss audience. This competition has led to a diversification of content offerings and pricing strategies, as providers strive to differentiate themselves and attract subscribers. Additionally, partnerships and collaborations between OTT platforms and local broadcasters have become more common, as both parties seek to leverage their respective strengths and reach a wider audience. In addition to customer preferences, there are also local special circumstances that impact the development of the OTT Video market in Switzerland. One such circumstance is the linguistic diversity of the country, with four official languages spoken across different regions. This poses a challenge for OTT providers, as they need to cater to the linguistic preferences of each region in order to effectively penetrate the market. Furthermore, the relatively small population size of Switzerland compared to other countries presents both opportunities and challenges for OTT providers. While it may be easier to reach a larger percentage of the population, the market size is inherently limited, which means that providers need to carefully tailor their strategies to ensure profitability. Underlying macroeconomic factors also play a role in the development of the OTT Video market in Switzerland. The country's strong economy and high disposable income levels make it an attractive market for OTT providers, as consumers have the financial means to subscribe to multiple platforms. Additionally, the widespread availability of high-speed internet infrastructure ensures that viewers can access streaming services seamlessly, further driving the growth of the market. Overall, the OTT Video market in Switzerland is experiencing growth due to changing customer preferences, the demand for local content, increasing competition among providers, local special circumstances, and favorable macroeconomic factors. As the market continues to evolve, it will be interesting to see how OTT providers adapt and innovate to meet the evolving needs of Swiss viewers.

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.