OTT Video - Turkey | Statista Market Forecast

In Turkey, revenue in the OTT Video market market is projected to reach US$899.20m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 6.16%, which will lead to a projected market volume of US$1.21bn by 2029.
The largest market within this market in Turkey is OTT Video Advertising, with a market volume of US$426.10m in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$133.70bn in 2024.
The number of users in Turkey's OTT Video market market is anticipated to reach 73.1m users by 2029.
User penetration in Turkey will stand at 69.5% in 2024 and is expected to increase to 82.6% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Turkey is projected to be US$15.00 in 2024.
Additionally, the usage share of YouTube is estimated to account for 27.0% of the Videostreaming (SVoD) market in Turkey for the year 2023.
In Turkey, the OTT video market is experiencing significant growth driven by increased smartphone penetration and a rising demand for localized content.

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 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.

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.