Traditional TV & Home Video - Greece

In Greece, revenue in the Traditional TV & Home Video market market is projected to reach US$832.30m in 2024.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of -0.04%, leading to a projected market volume of US$830.50m by 2029.
The average revenue per user (ARPU) in Greece is anticipated to amount to US$108.30.
In a global context, the majority of revenue will be generated the United States, with a figure of US$146.60bn in 2024.
Furthermore, the number of TV viewers in Greece is expected to reach 7.5m users by 2029.
User penetration in the Traditional TV & Home Video market market in Greece is projected to be at 74.6% in 2024.
The average revenue per TV user (ARPU) in this market in Greece is also expected to amount to US$108.30 in 2024.
In Greece, the traditional TV and home video market is experiencing a notable shift towards digital platforms, reflecting changing consumer preferences and viewing 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 Greece has experienced significant growth and development in recent years.

Customer preferences: Greek consumers have shown a strong preference for traditional TV and home video entertainment. Despite the rise of digital streaming platforms, many Greeks still enjoy the experience of watching television shows and movies on a traditional TV screen. This preference can be attributed to cultural factors, as well as the availability of a wide range of local and international content on traditional TV channels. Additionally, the affordability and accessibility of traditional TV and home video products have made them popular choices among Greek consumers.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Greece is the increasing demand for high-definition (HD) and ultra-high-definition (UHD) televisions. Greek consumers are willing to invest in higher-quality TVs to enhance their viewing experience. This trend is driven by the growing availability of HD and UHD content, as well as the declining prices of these televisions. As a result, manufacturers and retailers are focusing on offering a wide range of HD and UHD TVs to cater to the needs of the Greek market. Another trend in the market is the growing popularity of smart TVs. Greek consumers are increasingly looking for televisions that offer internet connectivity and access to streaming services. This trend is in line with the global shift towards digital streaming, as consumers seek more flexibility and convenience in their entertainment choices. As a result, manufacturers are incorporating smart features into their TVs, and streaming platforms are expanding their presence in the Greek market.

Local special circumstances: Greece has a unique broadcasting landscape, with a mix of public and private TV channels. Public broadcasting plays a significant role in providing free-to-air content to Greek viewers, while private channels offer a wider range of programming, including international shows and movies. This mix of public and private channels creates a diverse and competitive market, with a variety of content options for consumers. Additionally, Greek consumers have a strong affinity towards local content, which further drives the demand for traditional TV and home video products.

Underlying macroeconomic factors: The Traditional TV & Home Video market in Greece is influenced by various macroeconomic factors. The economic stability and disposable income of Greek consumers play a crucial role in their purchasing decisions. During periods of economic growth, consumers are more likely to invest in TVs and home video products. On the other hand, during economic downturns, consumers may prioritize other essential expenses over entertainment products. Additionally, government regulations and policies related to broadcasting and content distribution can impact the market dynamics. Overall, the development of the Traditional TV & Home Video market in Greece is closely tied to the economic and regulatory environment of 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.