Traditional TV & Home Video - Baltics

In the Baltics, revenue in the Traditional TV & Home Video market market is projected to reach US$397.50m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of -0.75%, leading to a projected market volume of US$382.90m by 2029.
The average revenue per user (ARPU) is anticipated to be US$81.14.
In a global context, the highest revenue is expected to be generated the United States, with a figure of US$146.60bn in 2024.
The number of TV viewers in the Baltics is expected to reach 4.7m users by 2029.
User penetration in the Traditional TV & Home Video market market in the Baltics is forecasted to be at 84.2% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market within the Baltics is projected to amount to US$81.14 in 2024.
In the Baltics, a notable shift towards streaming platforms is diminishing the traditional TV viewership, challenging established home video sales.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Baltics has been experiencing significant developments and changes in recent years. Customer preferences in the Traditional TV & Home Video market in Baltics have shifted towards on-demand streaming services and digital platforms. This is due to the convenience and flexibility these services offer, allowing customers to watch their favorite shows and movies at any time and on any device. Additionally, the availability of a wide range of content on these platforms has attracted customers who are looking for more diverse and niche programming options. Trends in the market show that traditional TV viewership has been declining, while streaming services have been gaining popularity. This can be attributed to the increasing number of households with high-speed internet connections, which enable seamless streaming of content. Furthermore, the affordability of streaming services compared to traditional cable or satellite TV subscriptions has made them a more attractive option for customers. Local special circumstances in the Baltics, such as the relatively small population and limited local content production, have also influenced the development of the Traditional TV & Home Video market. With a smaller market size, it can be challenging for traditional TV broadcasters to sustain their operations and compete with global streaming giants. As a result, local broadcasters have been investing in digital platforms and partnerships to stay relevant and reach a wider audience. Underlying macroeconomic factors, such as the growing disposable income and increasing internet penetration in the Baltics, have also contributed to the development of the Traditional TV & Home Video market. As people have more disposable income, they are willing to spend on entertainment options, including streaming services. Additionally, the increasing internet penetration has made it easier for customers to access and stream content online, further driving the growth of digital platforms. In conclusion, the Traditional TV & Home Video market in Baltics is evolving and adapting to changing customer preferences and market dynamics. The shift towards on-demand streaming services and digital platforms is driven by customer demand for convenience, flexibility, and a wide range of content options. The local special circumstances and macroeconomic factors in the Baltics have also played a role in shaping the market trends and developments.

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.