Key regions: United Kingdom, Germany, Asia, South Korea, Japan
The OTT Video market in Turkey has been experiencing significant growth in recent years.
Customer preferences: Turkish consumers are increasingly turning to OTT video platforms for their entertainment needs. This can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT video platforms allow users to access a wide range of content anytime and anywhere. This is particularly appealing to the younger generation who are accustomed to on-demand services. Secondly, the affordability of OTT video subscriptions compared to traditional cable or satellite TV packages is another key driver. Lastly, the availability of a diverse range of content, including both local and international productions, caters to the diverse tastes and preferences of Turkish viewers.
Trends in the market: One of the key trends in the OTT video market in Turkey is the increasing popularity of local content. Turkish TV series, known as "dizis," have gained international recognition and have a dedicated fan base both within and outside of Turkey. OTT video platforms have capitalized on this trend by offering a wide selection of Turkish content, attracting viewers from various demographics. Furthermore, the rise of original productions by local OTT platforms has also contributed to the growth of the market. Another important trend is the adoption of mobile devices for OTT video consumption. Turkey has a high smartphone penetration rate, and consumers are increasingly using their mobile devices to access OTT video platforms. This trend is driven by the convenience and portability of mobile devices, allowing users to watch their favorite shows on the go. OTT video platforms have responded to this trend by optimizing their platforms for mobile devices and offering mobile-friendly features such as offline viewing.
Local special circumstances: The Turkish OTT video market is unique due to the strong presence of local players. While global OTT giants such as Netflix and Amazon Prime Video are also available in Turkey, local platforms such as BluTV and PuhuTV have gained significant market share. These local platforms have successfully catered to the specific preferences of Turkish viewers by offering a mix of local and international content, as well as original productions. Additionally, the availability of Turkish subtitles and dubbing options on these platforms has further enhanced their appeal to local audiences.
Underlying macroeconomic factors: The growth of the OTT video market in Turkey can be attributed to several underlying macroeconomic factors. Firstly, the increasing internet penetration rate in the country has provided a solid foundation for the growth of OTT video platforms. Improved internet infrastructure and affordable data plans have made it easier for consumers to access OTT content. Secondly, the growing middle class in Turkey has led to an increase in disposable income, enabling more consumers to afford OTT video subscriptions. Lastly, the COVID-19 pandemic has accelerated the adoption of OTT video platforms as people spent more time at home and sought entertainment options online. Overall, the OTT video market in Turkey is thriving due to customer preferences for convenience and affordability, the popularity of local content, the adoption of mobile devices for video consumption, the presence of local platforms, and underlying macroeconomic factors such as internet penetration and the growing middle class.
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.
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