Traditional TV & Home Video - Serbia

In Serbia, revenue in the Traditional TV & Home Video market market is projected to reach US$330.80m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 0.82%, resulting in a projected market volume of US$344.60m by 2029.
The average revenue per user (ARPU) in Serbia is expected to amount to US$55.75.
In global comparison, most revenue will be generated the United States, with a figure of US$146.60bn in 2024.
The number of TV viewers in Serbia is expected to reach 5.8m users by 2029.
User penetration in the Traditional TV & Home Video market market in Serbia is anticipated to be at 83.6% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Serbia is projected to amount to US$55.75 in 2024.
In Serbia, the traditional TV and home video market is witnessing a gradual decline as streaming services increasingly dominate consumer preferences for content consumption.

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 Serbia has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms and streaming services, leading to a decline in traditional TV viewership. However, the demand for home video products remains strong, driven by local special circumstances and underlying macroeconomic factors. Customer preferences in Serbia have been influenced by the global trend of digitalization. Consumers are increasingly opting for online streaming services, such as Netflix and Amazon Prime, which offer a wide range of content at affordable prices. This shift in preferences can be attributed to the convenience and flexibility of streaming platforms, as they allow users to watch their favorite shows and movies at any time and on any device. Additionally, the availability of high-speed internet connections has made streaming more accessible to a larger audience. Despite the rise of digital platforms, the demand for home video products in Serbia remains robust. This can be attributed to a variety of factors, including the affordability of DVDs and Blu-rays, the preference for physical copies among certain demographics, and the limited availability of certain content on streaming services. Many consumers still enjoy the experience of owning a physical copy of their favorite movies or TV shows, and the affordability of home video products makes them an attractive option. One of the local special circumstances that has contributed to the growth of the Traditional TV & Home Video market in Serbia is the limited availability of certain content on streaming services. Due to licensing agreements and regional restrictions, not all content is available on popular streaming platforms. This has created a niche market for home video products, as consumers seek out physical copies of their favorite shows and movies that are not available for streaming. Underlying macroeconomic factors have also played a role in the development of the Traditional TV & Home Video market in Serbia. The country has experienced steady economic growth in recent years, which has led to an increase in disposable income. As a result, consumers have more purchasing power and are able to afford home video products. Additionally, the affordability of DVDs and Blu-rays compared to the cost of a monthly streaming subscription makes them an attractive option for budget-conscious consumers. In conclusion, the Traditional TV & Home Video market in Serbia is evolving in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. While digital platforms and streaming services are gaining popularity, the demand for home video products remains strong due to affordability, preference for physical copies, and limited availability of certain content. As the market continues to develop, it will be interesting to see how these trends and factors shape the future of the industry in Serbia.

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.