TV & Video - Turkey | Statista Market Forecast

In Turkey, revenue in the TV & Video market market is projected to reach US$3.21bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.44%, resulting in a projected market volume of US$3.80bn by 2029.
The largest market within this market in Turkey is Traditional TV & Home Video, which is anticipated to have a market volume of US$2.31bn in 2024.
In a global context, most revenue within the TV & Video market market will be generated the United States, amounting to US$280.30bn in 2024.
The number of users in the TV & Video market market in Turkey is expected to reach 91.4m users by 2029.
User penetration in Turkey's TV & Video market market is anticipated to be at 98.4% in 2024.
The average revenue per user (ARPU) in Turkey is projected to amount to US$37.79 in 2024.
In Turkey, the TV and video market is increasingly dominated by streaming services, reflecting a shift in consumer preferences towards on-demand content consumption.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

The TV & Video market in Turkey has witnessed significant growth in recent years, driven by changing customer preferences and the increasing availability of digital content. Customer preferences in Turkey have shifted towards online streaming platforms and on-demand video services. This is largely due to the convenience and flexibility offered by these platforms, allowing viewers to watch their favorite shows and movies at their own convenience. Additionally, the younger generation in Turkey is more inclined towards digital content, as they are more tech-savvy and prefer to consume media on their smartphones and tablets. Trends in the market indicate a shift from traditional television to online streaming platforms. Streaming services such as Netflix, Amazon Prime, and local platforms like BluTV have gained popularity among Turkish viewers. These platforms offer a wide range of content, including local and international TV shows, movies, and documentaries. The increasing availability of high-speed internet and the widespread use of smartphones have also contributed to the growth of online streaming in Turkey. Local special circumstances, such as the popularity of Turkish TV series, have played a significant role in the development of the TV & Video market in Turkey. Turkish TV series, known as "diziler," have gained immense popularity not only in Turkey but also in neighboring countries and among Turkish diaspora worldwide. This has led to an increase in demand for Turkish content, both domestically and internationally. Underlying macroeconomic factors have also contributed to the growth of the TV & Video market in Turkey. The country's growing middle class and increasing disposable income have resulted in higher consumer spending on entertainment and leisure activities. Additionally, the government's efforts to improve digital infrastructure and promote the digital economy have created a favorable environment for the growth of the TV & Video market. In conclusion, the TV & Video market in Turkey is experiencing significant growth due to changing customer preferences, the availability of digital content, and the popularity of Turkish TV series. The shift towards online streaming platforms and the increasing demand for Turkish content have driven the market's development. Furthermore, favorable macroeconomic factors and government initiatives have created a conducive environment for the growth of the TV & Video market in Turkey.

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.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.