Traditional TV & Home Video - Vietnam

In Vietnam, revenue in the Traditional TV & Home Video market market is projected to reach US$2.23bn in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 4.10%, resulting in a projected market volume of US$2.73bn by 2029.
The average revenue per user (ARPU) in Vietnam is expected to amount to US$32.42.
In global comparison, the largest revenue will be generated the United States, which is projected to reach US$146.60bn in 2024.
The number of TV Viewers in Vietnam is expected to amount to 71.8m users by 2029.
User penetration in the Traditional TV & Home Video market market in Vietnam is expected to be at 69.2% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Vietnam is projected to amount to US$32.42 in 2024.
In Vietnam, the Traditional TV & Home Video market is experiencing a shift as streaming services gain popularity, reshaping viewer habits and 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 Vietnam is experiencing significant growth and development.

Customer preferences: Vietnamese consumers have shown a strong preference for traditional TV and home video content. This can be attributed to the cultural significance of television in Vietnam, where it is still considered a primary source of entertainment for many households. Additionally, the affordability and accessibility of traditional TV and home video services make them a popular choice among consumers.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Vietnam is the increasing demand for local content. Vietnamese consumers have a strong affinity for their own culture and language, and they prefer to watch content that reflects their own experiences and values. As a result, local TV shows, movies, and documentaries are gaining popularity, leading to the growth of local production companies and content creators. Another trend in the market is the shift towards digital platforms. While traditional TV remains popular, there is a growing demand for digital streaming services and online video platforms. This can be attributed to the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs. As a result, consumers are seeking more flexibility in their viewing habits and are turning to digital platforms to access a wide range of content.

Local special circumstances: Vietnam has a unique media landscape that influences the development of the Traditional TV & Home Video market. The government has strict regulations on media content, which can impact the types of programs and movies that are available to consumers. This has led to the rise of local production companies that cater to the specific requirements and preferences of the Vietnamese audience. Furthermore, the Vietnamese market is highly competitive, with both local and international players vying for market share. This competition has led to innovation in content creation and delivery, as companies strive to differentiate themselves and attract consumers. As a result, consumers have access to a diverse range of content options and are able to choose from a variety of providers.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Vietnam can be attributed to several macroeconomic factors. Vietnam has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has allowed more households to afford traditional TV and home video services, driving demand in the market. Additionally, the rapid urbanization and modernization of Vietnam have contributed to the growth of the market. As more people move to cities and adopt modern lifestyles, there is a greater demand for entertainment options, including traditional TV and home video. This trend is expected to continue as urbanization and modernization efforts continue in the country. In conclusion, the Traditional TV & Home Video market in Vietnam is experiencing significant growth and development due to customer preferences for local content, the shift towards digital platforms, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is expected that there will be further innovation and competition in the industry, providing consumers with a wider range of content options and driving the growth of the market.

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.