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OTT Video - United Kingdom

United Kingdom
  • In the United Kingdom, revenue in the OTT Video market is projected to reach US$16.90bn in 2025.
  • Revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 4.12%, leading to a projected market volume of US$19.86bn by 2029.
  • The dominant market in the UK is OTT Video Advertising, with a market volume of US$10.17bn anticipated for 2025.
  • In a global context, the majority of revenue will be generated the United States, which is expected to reach US$146.25bn in 2025.
  • Within the OTT Video market, the number of users in the UK is projected to amount to 59.0m users by 2029.
  • User penetration is forecasted to be 84.3% in 2025, increasing to 85.5% by 2029.
  • The average revenue per user (ARPU) in the OTT Video market within the UK is projected to reach US$293.92 in 2025.
  • The usage share of Disney+ is estimated to constitute 14.0% of the Videostreaming (SVoD) market in the selected region for 2023.
  • In the United Kingdom, the OTT video market is increasingly characterized by a surge in localized content production, catering to diverse audience preferences.

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+.
In-Scope
  • 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
Out-Of-Scope
  • Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
  • Physical home video (DVD & Blu-ray)
  • Traditional TV advertising
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TV & Video: market data & analysis
Study Details

    Revenue

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Notes: Data was converted from local currencies using average exchange rates of the respective year. FAST refers to the Free ad-supported streaming TV market. AVoD refers to the Advertising Video-on-Demand market.

    Most recent update:

    Source: Statista Market Insights

    Notes: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    Most recent update:

    Most recent update:

    Source: Statista Market Insights

    Analyst Opinion

    The OTT Video market in the United Kingdom is witnessing moderate growth, influenced by factors like enhanced internet connectivity, a shift towards on-demand content consumption, and the increasing popularity of subscription models, alongside advertising-supported options.

    Customer preferences:
    Consumers in the United Kingdom are increasingly gravitating towards personalized and interactive OTT video experiences, reflecting a growing demand for tailored content that resonates with individual preferences. This trend is fueled by younger demographics who favor binge-watching and immersive storytelling, often influenced by social media. Additionally, the rise of diverse programming catering to various cultural backgrounds is reshaping viewing habits, as audiences seek representation and authenticity in their entertainment choices. The focus on flexibility, such as mobile viewing and multi-device accessibility, further supports this evolving landscape.

    Trends in the market:
    In the United Kingdom, the OTT video market is experiencing a surge in demand for personalized content, with platforms increasingly leveraging algorithms to curate viewing experiences that cater to individual tastes. The trend is particularly pronounced among younger audiences, who prioritize binge-watching and engaging narratives shaped by social media influences. Furthermore, the emergence of inclusive programming that reflects diverse cultural backgrounds is altering consumption patterns, fostering a desire for authenticity and representation. This shift towards flexible viewing options, such as mobile accessibility and cross-device compatibility, presents significant opportunities for industry stakeholders to innovate and enhance user engagement.

    Local special circumstances:
    In the United Kingdom, the OTT video market is shaped by a rich cultural tapestry and a robust regulatory framework that promotes content diversity. The BBC's commitment to public broadcasting influences viewer expectations for quality and representation, while Ofcom's regulations ensure fair competition among platforms. Additionally, the widespread availability of high-speed internet across urban and rural areas enhances accessibility. The unique blend of historical and contemporary narratives resonates with viewers, fostering a demand for localized content that reflects regional identities and social issues.

    Underlying macroeconomic factors:
    The OTT video market in the United Kingdom is significantly influenced by macroeconomic factors including consumer spending trends, economic stability, and technological infrastructure development. A strong national economy, characterized by rising disposable incomes, enhances consumer willingness to invest in subscription-based video services. Additionally, fiscal policies that support digital innovation and investment in broadband infrastructure facilitate the growth of streaming platforms. Global economic trends, such as shifts in advertising spend and the rise of mobile consumption, further shape market dynamics, driving platforms to adapt and expand their offerings to meet evolving viewer preferences and behaviors.

    Users

    Most recent update:

    Source: Statista Market Insights

    Notes: The total number of users is not represented here in its entirety. We only display specific services that do not encompass the entire market.

    Most recent update:

    Source: Statista Market Insights

    Demographics

    Most recent update:

    Sources: Statista Market Insights, Statista Consumer Insights Global

    Media Usage

    Most recent update:

    Source: Statista Consumer Insights Global

    Key Players

    Most recent update:

    Source: Statista Market Insights

    Global Comparison

    Most recent update:

    Source: Statista Market Insights

    Methodology

    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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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update:

    Source: Statista Market Insights

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    Video streaming worldwide - statistics & facts

    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.
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