Key regions: Asia, United Kingdom, China, Germany, Japan
The Traditional TV & Home Video market in Colombia has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.
Customer preferences: Colombian consumers have shown a strong preference for traditional TV and home video content, with a significant portion of the population still relying on broadcast television as their primary source of entertainment. This preference for traditional TV is in part due to the limited availability and high cost of internet access in certain regions of the country. Additionally, many Colombians value the communal experience of watching television with family and friends, which is often facilitated by traditional TV broadcasts.
Trends in the market: One of the key trends in the Traditional TV & Home Video market in Colombia is the increasing adoption of digital terrestrial television (DTT). This technology allows for better picture and sound quality, as well as the ability to receive more channels compared to analog broadcasts. The government has been actively promoting the transition to DTT, and this has led to a growing number of households investing in DTT-enabled televisions or set-top boxes. Another trend in the market is the rise of streaming services. While traditional TV remains popular, an increasing number of Colombians are turning to streaming platforms to access a wider range of content. This trend is driven by the growing availability of high-speed internet and the desire for on-demand viewing. Streaming services offer a more personalized and flexible viewing experience, allowing consumers to watch their favorite shows and movies at their convenience.
Local special circumstances: Colombia has a diverse population with varying cultural and linguistic preferences. This has led to the development of a vibrant local content industry, with a focus on producing content that resonates with Colombian audiences. Local television networks and production companies have been successful in creating popular shows and movies that cater to the unique tastes and preferences of Colombian viewers. This has further contributed to the popularity of traditional TV in the country.
Underlying macroeconomic factors: Colombia's improving economic conditions have also played a role in the development of the Traditional TV & Home Video market. As the country's middle class expands, more households have the disposable income to invest in televisions and home video equipment. This has increased the demand for traditional TV and home video content, driving market growth. In conclusion, the Traditional TV & Home Video market in Colombia is experiencing growth due to customer preferences for traditional TV, the adoption of digital terrestrial television, the rise of streaming services, the focus on local content production, and the improving macroeconomic conditions in the country.
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.
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