Traditional TV & Home Video - Lithuania

In Lithuania, revenue in the Traditional TV & Home Video market market is projected to reach US$210.20m in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of -0.63%, leading to a projected market volume of US$203.60m by 2029.
The average revenue per user (ARPU) in Lithuania is anticipated to amount to US$102.30.
In a global context, the majority of revenue will be generated the United States, which is expected to reach US$146.60bn in 2024.
The number of TV viewers in Lithuania is projected to amount to 1.9m users by 2029.
User penetration in the Traditional TV & Home Video market market in Lithuania is expected to be at 76.3% in 2024.
Moreover, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Lithuania is projected to amount to US$102.30 in 2024.
In Lithuania, the Traditional TV & Home Video market is experiencing a notable shift as streaming services increasingly dominate viewer preferences, challenging conventional broadcasting models.

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 Lithuania has experienced significant growth in recent years, driven by changing customer preferences and advancements in technology. Customer preferences in the Traditional TV & Home Video market have shifted towards on-demand and streaming services, as consumers seek more flexibility and convenience in their viewing habits. This trend is not unique to Lithuania, but is seen worldwide as consumers increasingly turn to digital platforms for their entertainment needs. The rise of streaming services such as Netflix and Amazon Prime Video has provided consumers with a wide range of content options that can be accessed anytime, anywhere. This has led to a decline in traditional TV viewership, as consumers opt for on-demand services that allow them to watch their favorite shows and movies on their own schedule. In addition to the shift towards on-demand services, there has also been a rise in the adoption of smart TVs and connected devices in Lithuania. These devices allow consumers to access a variety of streaming services directly on their televisions, further contributing to the decline in traditional TV viewership. The convenience and ease of use offered by these devices have made them increasingly popular among consumers, driving the growth of the Traditional TV & Home Video market in Lithuania. Local special circumstances in Lithuania have also played a role in the development of the Traditional TV & Home Video market. The country has a high internet penetration rate, with a large percentage of the population having access to high-speed internet connections. This has made it easier for consumers to stream content online and has contributed to the growth of the market. Additionally, the relatively low cost of streaming services compared to traditional cable or satellite TV subscriptions has made them an attractive option for consumers in Lithuania. Underlying macroeconomic factors have also influenced the development of the Traditional TV & Home Video market in Lithuania. The country has experienced steady economic growth in recent years, which has increased disposable income levels and allowed consumers to spend more on entertainment. This has created a favorable environment for the growth of the Traditional TV & Home Video market, as consumers have more resources to invest in new technologies and services. In conclusion, the Traditional TV & Home Video market in Lithuania has experienced significant growth due to changing customer preferences, advancements in technology, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand and streaming services, the adoption of smart TVs and connected devices, and the high internet penetration rate in the country have all contributed to the growth of the market. Additionally, the steady economic growth in Lithuania has increased disposable income levels and allowed consumers to spend more on entertainment, further driving the growth of the Traditional TV & Home Video 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.