Traditional TV & Home Video - Eastern Europe

In Eastern Europe, revenue in the Traditional TV & Home Video market market is projected to reach US$5.86bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 1.29%, leading to a projected market volume of US$6.25bn by 2029.
The average revenue per user (ARPU) in this region is anticipated to be US$30.63.
In comparison to global figures, the majority of revenue will be generated the United States, where it is expected to reach US$146.60bn in 2024.
The number of TV viewers in Eastern Europe is projected to amount to 190.1m users by 2029.
User penetration in the Traditional TV & Home Video market market is forecasted to be at 80.5% in 2024.
Additionally, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Eastern Europe is projected to be US$30.63 in 2024.
In Eastern Europe, traditional TV viewership is declining as streaming services gain popularity, reflecting a shift in consumer preferences and media consumption habits.

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 Eastern Europe is experiencing significant growth and development. Customer preferences in Eastern Europe are shifting towards digital streaming services and on-demand content. Consumers are increasingly looking for convenience and flexibility in their viewing habits, and streaming platforms offer a wide range of content that can be accessed anytime, anywhere. This trend is driven by the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs in the region. Trends in the market show that traditional TV and home video services are losing market share to digital streaming platforms. This can be attributed to the convenience and cost-effectiveness of streaming services, as well as the wider range of content available. Streaming platforms are investing heavily in original content production and licensing popular TV shows and movies, which further attracts consumers away from traditional TV and home video options. Local special circumstances in Eastern Europe also contribute to the growth of the digital streaming market. The region has a large population of tech-savvy and digitally connected consumers, who are quick to adopt new technologies and services. Additionally, Eastern European countries have a strong tradition of film and television production, which has led to the emergence of local streaming platforms that cater to the specific tastes and preferences of the local audience. These platforms often offer a mix of local and international content, providing a unique viewing experience for consumers. Underlying macroeconomic factors such as increasing disposable income and improving living standards in Eastern Europe also play a role in the development of the Traditional TV & Home Video market. As consumers have more disposable income, they are willing to spend on entertainment and leisure activities, including streaming services. The growth of the digital economy and the increasing penetration of internet services in the region have also contributed to the rise of the digital streaming market. In conclusion, the Traditional TV & Home Video market in Eastern Europe is evolving rapidly, with customer preferences shifting towards digital streaming services. The convenience, flexibility, and wide range of content offered by streaming platforms are driving this trend. Local special circumstances, such as the presence of tech-savvy consumers and the tradition of film and television production, further contribute to the growth of the digital streaming market. Underlying macroeconomic factors, such as increasing disposable income and improving living standards, also play a role in the development 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.