Traditional TV & Home Video - Nordics

In the Nordics, revenue in the Traditional TV & Home Video market market is projected to reach US$5.64bn in 2024.
Revenue in this region is expected to demonstrate an annual growth rate (CAGR 2024-2029) of -0.20%, resulting in a projected market volume of US$5.58bn by 2029.
The average revenue per user (ARPU) in the Nordics is anticipated to amount to US$296.10.
In a global context, the majority of revenue will be generated the United States, with an expected total of US$146.60bn in 2024.
The number of TV viewers in the Nordics is expected to reach 19.5m users by 2029.
User penetration in the Traditional TV & Home Video market market in the Nordics is projected to be at 67.9% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market within the Nordics is expected to amount to US$296.10 in 2024.
In the Nordics, traditional TV and home video consumption is declining as streaming services gain significant traction among younger audiences seeking on-demand content.

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 the Nordics is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Nordics are shifting towards on-demand streaming services and digital platforms, as consumers seek convenience and flexibility in their viewing habits. Traditional TV viewership is declining as more people opt for streaming services that offer a wide range of content and the ability to watch anytime, anywhere. This shift in customer preferences is fueled by the increasing availability of high-speed internet and the proliferation of smart devices. Trends in the market show a strong demand for local and regional content, as well as international productions. Nordic audiences appreciate high-quality productions that reflect their culture and values, leading to the rise of local streaming platforms and the production of original content. Additionally, there is a growing interest in international content, particularly from the United States and other European countries. This trend is driven by the desire for diverse and engaging content that appeals to a global audience. Local special circumstances in the Nordics contribute to the development of the Traditional TV & Home Video market. The region has a strong tradition of public broadcasting, with public service channels playing a significant role in the media landscape. This has created a unique market dynamic where public broadcasters coexist with commercial networks and streaming platforms. The presence of public service channels ensures a wide range of high-quality content is available to all viewers, regardless of their subscription status. Underlying macroeconomic factors also play a role in the development of the Traditional TV & Home Video market in the Nordics. The region has a high standard of living and disposable income, allowing consumers to invest in premium streaming services and home video equipment. Additionally, the strong presence of multinational media companies and local production houses fosters competition and innovation in the market, driving further growth and development. In conclusion, the Traditional TV & Home Video market in the Nordics is evolving to meet the changing customer preferences for on-demand streaming and digital platforms. The market is characterized by a demand for local and international content, driven by a desire for convenience, flexibility, and diverse entertainment options. Local special circumstances, such as the presence of public service channels, contribute to the unique market dynamics in the region. Overall, the market in the Nordics is experiencing growth and development due to underlying macroeconomic factors and the availability of high-quality content.

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.