OTT Video - Ukraine | Statista Market Forecast

In Ukraine, revenue in the OTT Video market market is projected to reach US$151.50m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.34%, resulting in a projected market volume of US$206.10m by 2029.
The largest market within this market in Ukraine is Video Streaming (SVoD), which will have a market volume of US$98.28m in 2024.
In a global context, the majority of revenue will be generated the United States, amounting to US$133.70bn in 2024.
Within Ukraine's OTT Video market market, the number of users is expected to reach 17.4m users by 2029.
User penetration in Ukraine will be 39.8% in 2024 and is anticipated to increase to 45.1% by 2029.
The average revenue per user (ARPU) in Ukraine's OTT Video market market is projected to amount to US$10.04 in 2024.
In Ukraine, the OTT video market is experiencing significant growth as local content creation gains momentum, reflecting a surge in consumer demand for diverse programming.

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 Ukraine has been experiencing significant growth in recent years.

Customer preferences: Ukrainian consumers are increasingly turning to OTT Video platforms for their entertainment needs. This is driven by several factors, including the convenience and flexibility of on-demand content, the wide variety of content available, and the ability to watch on multiple devices. Furthermore, the affordability of OTT Video services compared to traditional cable or satellite TV subscriptions is also a key factor in driving customer preferences.

Trends in the market: One of the key trends in the Ukrainian OTT Video market is the growing popularity of local content. Ukrainian viewers are showing a strong preference for content that is relevant to their culture and language. This has led to an increase in the production and availability of Ukrainian-language content on OTT platforms. Additionally, there is a growing demand for international content, particularly from popular streaming services such as Netflix and Amazon Prime Video. This trend is driven by the desire for a diverse range of content options. Another trend in the market is the adoption of smart TVs and other connected devices. Ukrainian consumers are increasingly purchasing smart TVs, which allow them to access OTT Video platforms directly on their televisions. This eliminates the need for additional devices such as streaming boxes or dongles. The convenience and ease of use offered by smart TVs are driving the adoption of these devices in the market.

Local special circumstances: One of the unique aspects of the Ukrainian OTT Video market is the strong presence of local players. There are several local OTT Video platforms that cater specifically to the Ukrainian market, offering a range of local and international content. These platforms have a deep understanding of the local market and are able to provide content that is tailored to Ukrainian viewers' preferences. This local competition has led to a diverse and vibrant OTT Video market in Ukraine.

Underlying macroeconomic factors: The growth of the OTT Video market in Ukraine is also influenced by underlying macroeconomic factors. The increasing availability of high-speed internet and the growing affordability of internet access have made it easier for Ukrainian consumers to access OTT Video platforms. Additionally, the rising disposable incomes of Ukrainian consumers have contributed to the growth of the market, as more people are able to afford OTT Video subscriptions. In conclusion, the OTT Video market in Ukraine is experiencing significant growth due to customer preferences for convenience, affordability, and a wide variety of content. The market is characterized by a strong preference for local and international content, as well as the adoption of smart TVs and other connected devices. The presence of local players and underlying macroeconomic factors such as internet availability and rising disposable incomes are also driving 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.

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.