Traditional TV & Home Video - Montenegro

In Montenegro, revenue in the Traditional TV & Home Video market market is projected to reach US$31.02m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 0.62%, resulting in a projected market volume of US$31.99m by 2029.
The average revenue per user (ARPU) in Montenegro is anticipated to amount to US$64.19.
In a global context, 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 Montenegro is forecasted to amount to 482.8k users by 2029.
User penetration in the Traditional TV & Home Video market market in Montenegro is expected to be at 77.2% in 2024.
The average revenue per TV user (ARPU) in Montenegro’s Traditional TV & Home Video market market is projected to amount to US$64.19 in 2024.
In Montenegro, the traditional TV and home video market is witnessing a gradual decline as streaming services increasingly capture viewer preferences and 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 Montenegro has been experiencing significant growth in recent years. Customer preferences have shifted towards on-demand streaming services, leading to a decline in traditional TV viewership. Additionally, the market is influenced by local special circumstances and underlying macroeconomic factors. Customer preferences in Montenegro have shifted towards on-demand streaming services, such as Netflix and Amazon Prime Video. This trend is driven by the convenience and flexibility offered by these platforms, allowing viewers to watch their favorite shows and movies at their own pace. Furthermore, the availability of a wide range of content from different genres and countries appeals to a diverse audience. As a result, traditional TV viewership has declined as more consumers opt for streaming services. In addition to changing customer preferences, the Traditional TV & Home Video market in Montenegro is also influenced by local special circumstances. Montenegro is a small country with a population of approximately 620,000 people. This limited market size makes it challenging for traditional TV providers to generate significant revenue and attract advertisers. As a result, these providers are facing increasing competition from streaming services that offer a larger selection of content at a lower cost. Underlying macroeconomic factors also play a role in the development of the Traditional TV & Home Video market in Montenegro. The country has experienced steady economic growth in recent years, leading to an increase in disposable income among consumers. This has allowed more people to afford streaming services and invest in home entertainment systems. Additionally, the widespread availability of high-speed internet has made it easier for consumers to access online streaming platforms, further contributing to the decline in traditional TV viewership. Overall, the Traditional TV & Home Video market in Montenegro is experiencing a shift towards on-demand streaming services due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Traditional TV providers are facing challenges in retaining viewers and advertisers in the face of increasing competition from streaming platforms. As the market continues to evolve, it will be essential for traditional TV providers to adapt their strategies and offerings to meet the changing demands of consumers.

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.