Traditional TV & Home Video - Turkey

In Turkey, revenue in the Traditional TV & Home Video market market is projected to reach US$2.31bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.30%, resulting in a projected market volume of US$2.59bn by 2029.
The average revenue per user (ARPU) in Turkey is expected to amount to US$33.03.
In global comparison, most revenue will be generated the United States with US$146.60bn in 2024.
The number of TV viewers in Turkey is expected to amount to 73.1m users by 2029.
User penetration in the Traditional TV & Home Video market market in Turkey is expected to be at 81.0% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Turkey is projected to amount to US$33.03 in 2024.
In Turkey, the traditional TV and home video market is witnessing a shift towards digital streaming, reflecting changing consumer preferences and viewing 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 Turkey has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Turkey, customers have shown a strong preference for traditional TV and home video content. Despite the rise of streaming platforms, many Turkish consumers still enjoy the experience of watching television shows and movies on traditional broadcast channels or physical media such as DVDs. This preference for traditional TV and home video is rooted in cultural factors and the desire for a shared viewing experience with family and friends.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Turkey is the increasing popularity of local content. Turkish TV shows, known as "dizis," have gained international recognition and have a dedicated fan base both domestically and abroad. This has led to a surge in demand for DVDs and Blu-rays of popular Turkish TV shows, as well as increased viewership on traditional broadcast channels. Additionally, Turkish consumers have shown a preference for purchasing physical copies of movies and TV shows, rather than relying solely on streaming platforms. This trend can be attributed to factors such as limited internet access in some areas of the country and the desire to have a tangible collection of favorite TV shows and movies.

Local special circumstances: Turkey has a unique media landscape, with a strong emphasis on traditional TV and home video. This can be attributed to factors such as the country's geography, which includes rural areas with limited internet access, as well as cultural traditions that prioritize shared viewing experiences. Additionally, the Turkish government has implemented regulations that support the traditional TV and home video market, such as restrictions on foreign streaming platforms and the promotion of local content. These factors have contributed to the continued growth of the Traditional TV & Home Video market in Turkey.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Turkey is also influenced by underlying macroeconomic factors. Turkey has a large and growing middle class, which has increased disposable income and purchasing power. This has allowed consumers to invest in home entertainment systems and purchase DVDs and Blu-rays of their favorite TV shows and movies. Additionally, the Turkish economy has experienced steady growth in recent years, which has created a favorable environment for the Traditional TV & Home Video market to thrive.

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.