Traditional TV & Home Video - CIS

In the CIS region, revenue in the Traditional TV & Home Video market market is projected to reach US$4.23bn in 2024.
Revenue is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 1.43%, leading to a projected market volume of US$4.54bn by 2029.
The average revenue per user (ARPU) in this market is expected to be US$22.38.
When compared globally, the highest revenue will be generated the United States, with an estimated figure of US$146.60bn in 2024.
The number of TV Viewers in the CIS is projected to reach 192.4m users by 2029.
User penetration in the Traditional TV & Home Video market market in the CIS is expected to be at 77.9% in 2024.
Moreover, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market is projected to be US$22.38 in 2024.
In the CIS region, traditional TV continues to dominate viewership, but the rise of digital streaming is gradually reshaping consumer preferences.

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 CIS has been experiencing significant developments in recent years. Customer preferences have shifted towards digital streaming platforms, leading to a decline in traditional TV viewership. However, the home video market has seen a resurgence due to the popularity of physical media and collector's editions. These trends can be attributed to various local special circumstances and underlying macroeconomic factors. Customer preferences in the CIS region have been influenced by the global shift towards digital streaming platforms. The convenience and accessibility of streaming services have attracted a large number of viewers, especially among the younger demographic. These viewers prefer the flexibility of watching their favorite shows and movies on-demand, without the constraints of traditional TV schedules. As a result, traditional TV viewership has declined, leading to a decrease in advertising revenues for broadcasters. On the other hand, the home video market in CIS has experienced a revival in recent years. Physical media, such as DVDs and Blu-rays, have become popular among collectors and enthusiasts. The demand for special editions, box sets, and limited releases has created a niche market within the home video industry. This trend can be attributed to the desire for tangible ownership and the appeal of exclusive bonus content. Collectors value the physical packaging and artwork, making home video a preferred choice for certain segments of the population. Local special circumstances in CIS have also played a role in shaping the trends in the Traditional TV & Home Video market. The region has a diverse cultural landscape, with a rich history of cinema and television production. This has contributed to a strong demand for local content, both in traditional TV broadcasts and home video releases. Local broadcasters and production companies have capitalized on this demand by creating original programming and investing in high-quality productions. This has helped to maintain a loyal audience base and attract advertisers. Furthermore, the availability of affordable internet access and the proliferation of smartphones have facilitated the growth of digital streaming platforms in the region. This has allowed viewers to access a wide range of international content, further diversifying their entertainment options. The convenience and cost-effectiveness of streaming services have made them a popular choice among consumers, leading to a decline in traditional TV viewership. Underlying macroeconomic factors have also influenced the developments in the Traditional TV & Home Video market in CIS. The region has experienced economic growth and an increase in disposable income in recent years. This has led to a higher demand for entertainment and leisure activities, including streaming services and home video purchases. The affordability of digital streaming platforms and the availability of a wide range of content have made them attractive options for consumers. In conclusion, the Traditional TV & Home Video market in CIS has undergone significant changes due to shifting customer preferences, local special circumstances, and underlying macroeconomic factors. While traditional TV viewership has declined, the home video market has seen a resurgence. The popularity of digital streaming platforms and the appeal of physical media have shaped the trends in the market. The region's diverse cultural landscape and economic growth have also played a role in driving these 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.