TV & Video - Serbia | Statista Market Forecast

In Serbia, revenue in the TV & Video market market is projected to reach US$401.40m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 1.87%, resulting in a projected market volume of US$440.30m by 2029.
The largest market within this market in Serbia is Traditional TV & Home Video, which will have a market volume of US$330.80m in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$280.30bn in 2024.
Within the TV & Video market market in Serbia, the number of users is expected to reach 6.8m users by 2029.
User penetration in the TV & Video market market in Serbia is anticipated to be at 96.8% in 2024.
Furthermore, the average revenue per user (ARPU) in Serbia is projected to amount to US$58.40 in 2024.
In Serbia, the rising demand for streaming services is reshaping traditional viewing habits, prompting local broadcasters to adapt their content strategies accordingly.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

The TV & Video market in Serbia is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Serbian consumers are increasingly demanding more diverse and high-quality content, leading to a surge in the popularity of streaming services and online video platforms. This shift in customer preferences is driven by several factors, including the convenience of on-demand viewing, the availability of a wide range of content, and the ability to access content on multiple devices. Additionally, there is a growing preference for local content, as Serbian viewers seek to connect with their own culture and language.

Trends in the market: One of the key trends in the TV & Video market in Serbia is the rise of Over-The-Top (OTT) platforms. These platforms offer a wide range of content, including movies, TV shows, and live sports, which can be accessed anytime, anywhere. This trend is fueled by the increasing penetration of smartphones and high-speed internet connectivity in the country. As a result, traditional TV broadcasters are facing tough competition from these OTT platforms, which offer more flexibility and personalized viewing experiences. Another trend in the market is the growing popularity of smart TVs. These televisions are equipped with internet connectivity and built-in streaming apps, allowing users to access online content directly on their TV screens. This trend is driven by the increasing affordability of smart TVs and the convenience they offer in accessing streaming services. As a result, more Serbian households are upgrading their traditional TVs to smart TVs, leading to a decline in the demand for traditional cable and satellite TV services.

Local special circumstances: The TV & Video market in Serbia is also influenced by local special circumstances. One such circumstance is the strong presence of local TV broadcasters and production companies. Serbian viewers have a strong attachment to local content, including TV shows, movies, and documentaries. This has led to the emergence of local production companies that cater to the demand for Serbian-language content. These companies play a crucial role in shaping the TV & Video market in Serbia by producing and distributing local content that resonates with the audience.

Underlying macroeconomic factors: The development of the TV & Video market in Serbia is also influenced by underlying macroeconomic factors. The country has been experiencing steady economic growth, which has resulted in an increase in disposable income and consumer spending. This has allowed more Serbian households to afford TVs, streaming subscriptions, and other related products and services. Additionally, the government has implemented policies to promote digitalization and improve internet infrastructure, further fueling the growth of the TV & Video market in Serbia. In conclusion, the TV & Video market in Serbia is witnessing significant growth and development, driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The rise of streaming services, the popularity of smart TVs, and the demand for local content are shaping the market landscape. Additionally, the country's economic growth and government initiatives are contributing to the expansion 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.