Key regions: Asia, United Kingdom, China, Germany, Japan
The Traditional TV & Home Video Market in Denmark has been experiencing mild growth, influenced by factors such as evolving consumer preferences, the competitive landscape of streaming services, and the enduring appeal of traditional advertising and public broadcasting.
Customer preferences: Consumers in Denmark are showing a notable shift towards on-demand viewing experiences, driven by a desire for personalized content and flexibility in their viewing habits. This trend reflects a generational divide, with younger audiences favoring streaming platforms over traditional broadcasting, while older demographics still appreciate linear TV for its simplicity and familiarity. Additionally, the rise of binge-watching culture is influencing content consumption patterns, as viewers increasingly prefer complete seasons over episodic releases, reshaping programming strategies in the traditional TV market.
Trends in the market: In Denmark, the Traditional TV & Home Video Market is experiencing a significant decline as consumers increasingly gravitate towards on-demand video services. This shift is particularly pronounced among younger audiences, who prioritize flexibility and personalized content over scheduled programming. Meanwhile, older viewers continue to rely on linear TV for its straightforwardness, creating a generational divide in viewing preferences. The rise of binge-watching is reshaping content strategies, prompting traditional broadcasters to adapt by offering complete seasons and exploring hybrid models, which may redefine the competitive landscape for industry stakeholders.
Local special circumstances: In Denmark, the Traditional TV & Home Video Market is influenced by a strong emphasis on cultural content, with local productions receiving significant support from the government and public broadcasters. This focus on Danish storytelling fosters a loyal audience base, yet it struggles to compete with the allure of international on-demand services. Additionally, Denmark's high internet penetration and advanced digital infrastructure facilitate seamless access to streaming platforms, accelerating the decline of traditional TV. Regulatory frameworks promoting local content further shape viewing habits, creating a unique landscape in which traditional broadcasters must innovate to retain viewers.
Underlying macroeconomic factors: The Traditional TV & Home Video Market in Denmark is significantly influenced by macroeconomic factors such as national economic health, consumer spending power, and the overall digital economy. With Denmark's robust economy and high disposable income levels, consumers are more inclined to invest in premium content, albeit increasingly shifting towards on-demand services. Moreover, fiscal policies that support local media production enhance the availability of culturally relevant content, bolstering viewer loyalty. However, global economic trends, including shifts in advertising revenue and competition from international streaming giants, challenge traditional broadcasters to adapt and innovate in order to maintain their market share.
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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