Market Insights Advertising & Media Media

TV & Video - Pakistan

Pakistan

In Pakistan, revenue in the TV & Video market market is projected to reach US$1,324.00m in 2024.
Revenue is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 4.23%, leading to a projected market volume of US$1,629.00m by 2029.
The dominant market within this market is Traditional TV & Home Video, which is expected to have a market volume of US$917.30m in 2024.
When compared globally, the majority of revenue will be generated the United States, which is projected to reach US$280.30bn in 2024.
In the context of Pakistan's TV & Video market market, the number of users is expected to amount to 189.3m users by 2029.
User penetration in the TV & Video market market in Pakistan is expected to be at 69.5% in 2024.
Additionally, the average revenue per user (ARPU) in Pakistan is projected to amount to US$7.77 in 2024.
In Pakistan, the TV & Video market is experiencing a shift towards digital streaming platforms as consumers increasingly favor on-demand content over traditional broadcasting.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Pakistan is experiencing significant growth and development.

Customer preferences: Customers in Pakistan have shown a strong preference for TV and video content. This can be attributed to several factors, including the increasing availability of affordable smartphones and internet connectivity. As a result, more people in Pakistan are accessing online streaming platforms and consuming digital content. Additionally, the popularity of local TV dramas and reality shows has contributed to the growth of the TV and video market in the country.

Trends in the market: One of the key trends in the TV and video market in Pakistan is the rise of digital streaming platforms. Companies like Netflix and Amazon Prime have entered the Pakistani market, offering a wide range of international and local content. This has provided consumers with more options and convenience in accessing their favorite TV shows and movies. Furthermore, local production houses are also launching their own streaming platforms, catering to the growing demand for Pakistani content. Another trend in the market is the increasing adoption of smart TVs. With the availability of affordable smart TVs in the market, more households in Pakistan are upgrading their traditional TVs to smart TVs. This allows consumers to access online streaming platforms directly on their TVs, eliminating the need for additional devices such as streaming boxes or dongles.

Local special circumstances: Pakistan has a large youth population, and this demographic group is a key driver of the TV and video market. Younger consumers in Pakistan are more tech-savvy and are more likely to consume content online. They are also more open to trying new streaming platforms and exploring different genres of content. This has led to the growth of niche streaming platforms that cater to specific interests and preferences of the younger generation.

Underlying macroeconomic factors: The growing middle class in Pakistan has also contributed to the development of the TV and video market. As disposable incomes increase, more households are able to afford TVs and internet connectivity, leading to greater consumption of TV and video content. Additionally, the government of Pakistan has taken initiatives to improve internet infrastructure and connectivity in the country, further fueling the growth of the TV and video market. In conclusion, the TV and video market in Pakistan is experiencing significant growth and development. Customer preferences for digital content, the rise of streaming platforms, the adoption of smart TVs, and the influence of the youth population are key factors driving this growth. Additionally, the growing middle class and government initiatives to improve internet connectivity are contributing to the expansion of the market.

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 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.