OTT Video - Vietnam | Statista Market Forecast

In Vietnam, revenue in the OTT Video market market is projected to reach US$548.10m in 2024.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 7.73%, leading to a projected market volume of US$795.50m by 2029.
The dominant market in this market withVietnam is OTT Video Advertising, which is anticipated to have a market volume of US$256.20m in 2024.
In a global context, the majority of revenue will be generated the United States, with figures reaching US$133.70bn in 2024.
Within the OTT Video market market in Vietnam, the number of users is expected to reach 85.6m users by 2029.
User penetration in Vietnam will be 66.4% in 2024 and is projected to increase to 83.7% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Vietnam is expected to amount to US$8.30 in 2024.
Additionally, the usage share of YouTube in the Videostreaming (SVoD) market in Vietnam is estimated to be 24.0% in 2023.
In Vietnam, the OTT video market is rapidly evolving, driven by increasing smartphone penetration and a growing appetite for localized content among consumers.

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 Vietnam is experiencing rapid growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Vietnamese consumers are increasingly turning to OTT Video platforms for their entertainment needs. This shift in consumer behavior can be attributed to several factors. Firstly, there is a growing demand for on-demand content, as consumers seek convenience and flexibility in accessing their favorite movies and TV shows. Additionally, the younger generation in Vietnam, who are more tech-savvy and digitally connected, are driving the adoption of OTT Video services. They prefer to consume content on their mobile devices and value the ability to watch their favorite shows anytime, anywhere.

Trends in the market: One of the key trends in the OTT Video market in Vietnam is the rise of local content. Vietnamese consumers have shown a strong preference for local movies and TV shows, which has led to the emergence of local OTT platforms that cater specifically to this demand. These platforms are investing in producing high-quality local content to attract and retain subscribers. Furthermore, international OTT players are also recognizing the potential of the Vietnamese market and are partnering with local production houses to create localized content. Another trend in the market is the increasing competition among OTT Video platforms. As the market continues to grow, both local and international players are vying for a larger share of the market. This has led to aggressive pricing strategies and the introduction of innovative features to attract and retain subscribers. Additionally, partnerships and collaborations between OTT platforms and telecom operators are becoming more common, as they seek to leverage each other's strengths and reach a wider audience.

Local special circumstances: Vietnam has a large and young population, with a high internet penetration rate. This provides a fertile ground for the growth of the OTT Video market. Additionally, the Vietnamese government has been supportive of the digital economy and has implemented policies to promote the development of the OTT Video industry. This includes the introduction of regulations to ensure a level playing field for both local and international players.

Underlying macroeconomic factors: Vietnam has been experiencing strong economic growth in recent years, which has led to an increase in disposable income and consumer spending. This has created a favorable environment for the OTT Video market, as consumers have more discretionary income to spend on entertainment. Furthermore, the rapid expansion of the middle class in Vietnam has contributed to the growth of the market, as this segment of the population is more likely to subscribe to OTT Video services. In conclusion, the OTT Video market in Vietnam is witnessing significant growth and development, driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The rise of local content, increasing competition among OTT platforms, and the supportive government policies are all contributing to the growth of the market. With the continued economic growth and increasing internet penetration in Vietnam, the OTT Video market is expected to thrive in the coming years.

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.