Traditional TV & Home Video - Ireland

In Ireland, revenue in the Traditional TV & Home Video market market is projected to reach US$1.21bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 1.84%, resulting in a projected market volume of US$1.32bn by 2029.
The average revenue per user (ARPU) in Ireland is expected to amount to US$323.50.
In global comparison, most revenue will be generated the United States, which is projected to generate US$146.60bn in 2024.
The number of TV Viewers in Ireland is expected to amount to 3.9m users by 2029.
User penetration in the Traditional TV & Home Video market market in Ireland is expected to be at 73.3% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Ireland is projected to amount to US$323.50 in 2024.
In Ireland, the traditional TV and home video market is experiencing a gradual decline as streaming services increasingly dominate consumer viewing 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 Ireland has experienced significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in Ireland are increasingly opting for streaming services and on-demand content, as they offer convenience and a wide range of options. Traditional TV and home video platforms are facing stiff competition from streaming giants such as Netflix, Amazon Prime Video, and Disney+, which offer a vast library of content at affordable prices. These platforms also provide the flexibility to watch content on multiple devices, making them popular among tech-savvy consumers. Additionally, customers are increasingly looking for personalized content recommendations and interactive features, which are often lacking in traditional TV and home video platforms.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Ireland is the rise of subscription video-on-demand (SVOD) services. SVOD services offer unlimited access to a wide range of movies, TV shows, and original content for a monthly fee. This model has gained popularity due to its affordability and flexibility, allowing customers to watch content at their own convenience. As a result, traditional TV and home video platforms are facing challenges in retaining customers and attracting new ones. Another trend in the market is the increasing adoption of smart TVs and connected devices. Smart TVs allow users to stream content directly from the internet, eliminating the need for additional devices such as set-top boxes or gaming consoles. This convenience, coupled with the availability of streaming apps on smartphones and tablets, has contributed to the growth of streaming services in Ireland. Furthermore, advancements in technology have led to the development of high-definition (HD) and 4K Ultra HD TVs, providing customers with a superior viewing experience.

Local special circumstances: The Traditional TV & Home Video market in Ireland is influenced by the country's strong cultural ties to television. Irish customers have a long-standing tradition of watching TV shows and movies, and this cultural preference has shaped the market. However, the shift towards streaming services and on-demand content is gradually changing the landscape of the market. While traditional TV channels still hold a significant share of viewership, the rise of streaming services is challenging their dominance.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Ireland is also influenced by macroeconomic factors such as disposable income and internet penetration. As the economy improves and disposable income increases, customers have more spending power to invest in entertainment options. Additionally, the high internet penetration rate in Ireland enables easy access to streaming services and online content, further driving the growth of the market. In conclusion, the Traditional TV & Home Video market in Ireland is experiencing a shift towards streaming services and on-demand content, driven by changing customer preferences and advancements in technology. The rise of subscription video-on-demand services and the increasing adoption of smart TVs and connected devices are key trends in the market. However, the cultural preference for traditional TV channels and underlying macroeconomic factors also play a significant role in shaping the market dynamics.

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.