OTT Video - Western Africa | Statista Market Forecast

In Western Africa, revenue in the OTT Video market market is projected to reach US$1.51bn in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 8.41%, resulting in a projected market volume of US$2.26bn by 2029.
The largest market within the OTT Video market market in Western Africa is Video Streaming (SVoD), which is anticipated to have a market volume of US$1.22bn in 2024.
In a global comparison, the most revenue will be generated the United States, amounting to US$133.70bn in 2024.
Within the OTT Video market market in Western Africa, the number of users is expected to amount to 136.1m users by 2029.
User penetration in the region will be 21.3% in 2024 and is expected to increase to 29.2% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Western Africa is projected to amount to US$17.08 in 2024.
The OTT video market in Nigeria is rapidly evolving, with a growing demand for localized content that resonates with diverse cultural narratives.

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 Western Africa is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Western Africa are shifting towards digital content consumption, with a growing demand for on-demand video streaming services. This is primarily due to the increasing availability of affordable smartphones and improved internet connectivity in the region. Consumers are seeking convenience and flexibility in accessing and watching their favorite movies, TV shows, and other video content, leading to a surge in the adoption of OTT video platforms. Trends in the market indicate a rise in local and regional content production, as well as partnerships between international streaming platforms and local content providers. This is driven by the desire to cater to the unique cultural preferences and tastes of the Western African audience. Additionally, there is a growing demand for mobile-friendly and data-efficient streaming options, as customers in the region often rely on mobile data plans with limited bandwidth. Local special circumstances, such as the prevalence of Nollywood and other regional film industries, contribute to the development of the OTT Video market in Western Africa. Nollywood, the Nigerian film industry, is the second-largest in the world in terms of output, producing a vast number of movies each year. The popularity of Nollywood films, as well as the cultural significance of local content, fuels the demand for OTT video platforms that offer a wide range of regional content options. Underlying macroeconomic factors also play a role in the growth of the OTT Video market in Western Africa. Economic development and rising disposable incomes in the region have led to an increase in consumer spending on entertainment and leisure activities. As a result, more individuals are willing to subscribe to OTT video services and pay for premium content. In conclusion, the OTT Video market in Western Africa is experiencing rapid growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The demand for on-demand video streaming services, local content production, mobile-friendly streaming options, and affordable data plans are driving the expansion of the market in the region.

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.