TV & Video - Vietnam | Statista Market Forecast

In Vietnam, revenue in the TV & Video market market is projected to reach US$2.78bn in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 4.85%, resulting in a projected market volume of US$3.53bn by 2029.
The largest market within Vietnam's TV & Video market market is Traditional TV & Home Video, which is anticipated to have a market volume of US$2.23bn in 2024.
In a global context, most revenue will be generated the United States, with an expected figure of US$280.30bn in 2024.
In Vietnam's TV & Video market market, the number of users is expected to amount to 93.2m users by 2029.
User penetration in the TV & Video market market in Vietnam is expected to be at 85.9% in 2024.
The average revenue per user (ARPU) in Vietnam is projected to amount to US$32.57 in 2024.
In Vietnam, the rising popularity of streaming services is reshaping consumer preferences, leading to a decline in traditional television viewership.

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 Vietnam has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Vietnamese consumers are increasingly demanding high-quality content and a wide variety of viewing options, leading to a surge in the adoption of digital platforms and smart TVs. Additionally, the growing middle class and increasing disposable income have contributed to the expansion of the market.

Customer preferences: Vietnamese consumers have shown a strong preference for digital content and on-demand viewing options. With the increasing availability of high-speed internet and affordable smartphones, more people are accessing video content online. Streaming services have gained popularity, providing consumers with a convenient and personalized viewing experience. Furthermore, Vietnamese viewers are increasingly interested in international content, including movies and TV shows from around the world. This has fueled the demand for platforms that offer a wide range of global content.

Trends in the market: One of the key trends in the TV & Video market in Vietnam is the rise of local content production. Vietnamese movies, TV shows, and web series have gained popularity both domestically and internationally. This trend has been fueled by the government's support for the local film industry and the emergence of talented Vietnamese filmmakers. As a result, local content is becoming more diverse and of higher quality, attracting a larger audience. Another trend is the increasing adoption of smart TVs. Vietnamese consumers are increasingly looking for televisions that offer internet connectivity and access to streaming platforms. Smart TVs provide a seamless viewing experience, allowing users to easily switch between traditional TV channels and online content. This trend is expected to continue as more affordable smart TVs enter the market and internet infrastructure improves.

Local special circumstances: Vietnam has a large and young population, with a high percentage of internet users. This demographic advantage has contributed to the growth of the TV & Video market. Additionally, Vietnam has a vibrant entertainment industry, with a strong tradition of storytelling and performing arts. This cultural background has fueled the demand for diverse and engaging content, both locally and internationally.

Underlying macroeconomic factors: The Vietnamese economy has been growing steadily, with rising GDP per capita and increasing disposable income. This has allowed more people to afford TVs and video streaming services. Additionally, the government has been investing in infrastructure development, including internet connectivity, which has facilitated the growth of the TV & Video market. The combination of a growing middle class, increasing internet penetration, and favorable government policies has created a conducive environment for the development of the TV & Video market in Vietnam. In conclusion, the TV & Video market in Vietnam is experiencing significant growth due to changing customer preferences, emerging trends, and local special circumstances. Vietnamese consumers are increasingly demanding digital content and on-demand viewing options, leading to the rise of streaming services and smart TVs. Local content production and the government's support for the film industry have also contributed to the market's expansion. With a large and young population, a vibrant entertainment industry, and a growing economy, Vietnam presents a promising market for TV and video companies.

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.