TV & Video - Ukraine | Statista Market Forecast

In Ukraine, revenue in the TV & Video market market is projected to reach US$289.80m in 2024.
Revenue in this sector is expected to show an annual growth rate (CAGR 2024-2029) of 3.75%, resulting in a projected market volume of US$348.40m by 2029.
The largest market within this market is OTT Video, with a market volume of US$151.50m in 2024.
In a global context, the majority of revenue will be generated the United States, which is expected to reach US$280.30bn in 2024.
Within the TV & Video market market in Ukraine, the number of users is anticipated to amount to 30.5m users by 2029.
User penetration in the TV & Video market market in Ukraine is expected to be at 80.3% in 2024.
The average revenue per user (ARPU) in this market is projected to amount to US$9.51 in 2024.
In Ukraine, the TV and video market is increasingly dominated by streaming platforms, reflecting a shift in consumer preferences towards on-demand content.

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 Ukraine is witnessing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the TV & Video market in Ukraine are shifting towards digital platforms and on-demand content. With the increasing availability of high-speed internet and the proliferation of smartphones, consumers are seeking convenience and flexibility in their viewing habits. They are opting for streaming services and online platforms that offer a wide range of content, including movies, TV shows, and original series. This shift in customer preferences is fueled by the desire for personalized and on-demand entertainment experiences. Trends in the TV & Video market in Ukraine are also influenced by global and regional developments. The rise of Over-The-Top (OTT) platforms, such as Netflix and Amazon Prime Video, has had a significant impact on the market. These platforms are gaining popularity among Ukrainian consumers, who are attracted to their extensive libraries of international content. Furthermore, the increasing adoption of smart TVs and connected devices is enabling seamless access to online streaming services, further driving the growth of the market. Local special circumstances in Ukraine are contributing to the development of the TV & Video market. The country has a vibrant media landscape, with a wide range of television channels and production companies. This has led to a diverse content offering, catering to the preferences of different segments of the population. Additionally, Ukrainian audiences have shown a strong interest in local content, including TV series, documentaries, and reality shows. This demand for local content has created opportunities for domestic production companies and has fostered the growth of the TV & Video market. Underlying macroeconomic factors also play a role in the development of the TV & Video market in Ukraine. The country has experienced economic growth in recent years, which has resulted in an increase in disposable income and consumer spending. This has allowed consumers to invest in high-quality TV sets and subscribe to premium streaming services. Moreover, the government has implemented policies to promote the digitalization of the media industry, which has facilitated the expansion of online platforms and the adoption of new technologies. In conclusion, the TV & Video market in Ukraine is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of OTT services, the demand for local content, and the country's economic growth are all contributing to the positive trajectory of the market. As consumers continue to seek personalized and on-demand entertainment experiences, the TV & Video market in Ukraine is expected to further evolve and expand in the coming years.

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.