Traditional TV & Home Video - Ukraine

In Ukraine, revenue in the Traditional TV & Home Video market market is projected to reach US$138.30m in 2024.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 0.58%, leading to a projected market volume of US$142.30m by 2029.
The average revenue per user (ARPU) in Ukraine is anticipated to amount to US$5.18.
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 Ukraine is expected to total 26.1m users by 2029.
User penetration in the Traditional TV & Home Video market market in Ukraine is expected to be at 70.4% in 2024.
Additionally, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Ukraine is projected to be US$5.18 in 2024.
In Ukraine, the traditional TV and home video market is experiencing a resurgence as audiences increasingly seek local content amid ongoing geopolitical tensions.

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 Ukraine has experienced significant growth in recent years, driven by changing customer preferences, market trends, and local special circumstances. Customer preferences in Ukraine have shifted towards digital content consumption, with an increasing number of consumers opting for streaming services and online video platforms. This can be attributed to the convenience and flexibility offered by these platforms, allowing users to access a wide range of content anytime, anywhere. Additionally, the younger generation in Ukraine, who are more tech-savvy and accustomed to digital media, are driving the demand for online video streaming services. Trends in the market reflect the growing popularity of streaming services and online video platforms. This can be seen in the increasing number of subscription-based services available in Ukraine, offering a wide selection of movies, TV shows, and original content. Furthermore, the market has witnessed the entry of global streaming giants, such as Netflix and Amazon Prime Video, which have expanded their presence in the country. These trends indicate a shift towards digital video consumption and a decline in traditional TV and home video formats. Local special circumstances, such as the availability of high-speed internet and the affordability of smartphones and tablets, have also contributed to the growth of the Traditional TV & Home Video market in Ukraine. The widespread adoption of internet connectivity and mobile devices has made it easier for consumers to access digital content on the go, further driving the demand for streaming services. Underlying macroeconomic factors, such as the overall economic growth of Ukraine and the increasing disposable income of consumers, have also played a role in the development of the Traditional TV & Home Video market. As the economy improves, consumers have more purchasing power, which they can allocate towards entertainment and media consumption. This has created a favorable environment for the growth of the market, as consumers are willing to invest in digital content subscriptions and online streaming services. In conclusion, the Traditional TV & Home Video market in Ukraine is experiencing significant growth due to changing customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital content consumption, the popularity of streaming services, the availability of high-speed internet, and the increasing disposable income of consumers have all contributed to the development of the market. As these factors continue to evolve, it is expected that the Traditional TV & Home Video market in Ukraine will continue to grow and adapt to meet the changing needs 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.