Media - Greece | Statista Market Forecast

Media - Greece

Greece

Highlights

Market definition

In-Scope/Out-of-scope

Market structure

Reports

Methodology

Revenue in the Media Market is projected to reach US$44.76m in 2025.
Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 0.43%, resulting in a projected market volume of US$45.54m by 2029.
With a projected market volume of US$14.32bn in 2025, most revenue is generated United States.
In the Media Market, the number of users is expected to amount to 3.4m users by 2029.
User penetration will be 35.5% in 2025 and is expected to hit 37.0% by 2029.
The average revenue per user (ARPU) is expected to amount to US$16.46.

Definition:

The eCommerce Media market is a sector of online retailing that focuses on selling media-related products through digital channels. The purpose of eCommerce Media is to provide consumers with a convenient and accessible way to purchase a wide range of products, including books, music, video games and home video.

The relevance of the eCommerce Media market lies in its ability to offer consumers a vast selection of media products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to personalize recommendations and promotions based on customer preferences and purchase history, increasing customer engagement and loyalty.

The eCommerce Media market has experienced significant growth in recent years, driven by factors such as the increasing availability of digital content and streaming services, the popularity of audiobooks and podcasts, and the COVID-19 pandemic, which has led to more time spent at home and increased demand for entertainment and educational content.

Examples of successful eCommerce Media businesses include Amazon Books, which offers a wide range of physical and digital books across different genres and formats.

Structure:

The eCommerce market for Media consists of four markets:

The Books market includes the sale of physical books, e.g., Textbooks, Academic Books and Collectible Books, via a digital channel.
The Home Video market includes the sale of physical video contents, e.g., DVDs and Blu-ray discs and Computer/Console Video, via a digital channel.
The Music market includes the sale of physical music formats, e.g., CDs, Vinyl records and Cassette tapes, via a digital channel.
The Video Games market includes the sale of physical video games, e.g., DVDs and Blu-ray discs and Computer/console games, via a digital channel.

Additional Information:

Media comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, Saturn or MediaMarkt.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Advertising & Media Market Insights.

Revenue

Revenue Change

Notes: Data was converted from local currencies using average exchange rates of the respective year.

Most recent update: Jan 2025

Source: Statista Market Insights

Average Revenue per User

Most recent update: Jan 2025

Source: Statista Market Insights

Return Rate as a Percentage of Market Revenue

Most recent update: Sep 2024

Source: Statista Market Insights

Analyst Opinion

The Media eCommerce Market in Greece is experiencing a mild decline, influenced by factors such as shifting consumer preferences, competition from streaming services, and the growing trend towards digital consumption, which continues to reshape traditional sales channels.

Customer preferences: Consumers in Greece are shifting towards on-demand media consumption, favoring streaming platforms that offer personalized content over traditional purchasing methods. This trend reflects a cultural preference for flexibility and convenience, particularly among younger demographics who prioritize digital access. Additionally, the rise of social media influencers is shaping purchasing decisions, as consumers increasingly trust recommendations from familiar figures. As lifestyles become more fast-paced, there’s a growing demand for content that can be easily consumed on-the-go, further driving the evolution of the Media eCommerce Market.

Trends in the market: In Greece, the Media eCommerce Market is experiencing a notable shift towards subscription-based streaming services, with consumers increasingly favoring platforms that deliver tailored content experiences. This trend is particularly pronounced among younger audiences, who value the flexibility of on-demand viewing over traditional media consumption. Additionally, the influence of social media figures is reshaping buying behaviors, as consumers lean towards trusted recommendations. The demand for portable, easily accessible content continues to grow, prompting industry stakeholders to innovate in content delivery and marketing strategies, ultimately reshaping the media landscape.

Local special circumstances: In Greece, the Media eCommerce Market is uniquely influenced by its rich cultural heritage and strong local traditions, fostering a preference for content that resonates with national identity. The country’s geographical diversity, encompassing numerous islands, has led to a fragmented media consumption landscape, where regional preferences significantly impact content offerings. Furthermore, regulatory frameworks encouraging local productions stimulate the growth of homegrown streaming services, catering to specific tastes. This localized approach enhances consumer loyalty and differentiates Greece's market from broader European trends.

Underlying macroeconomic factors: The Media eCommerce Market in Greece is significantly shaped by macroeconomic factors, including the national economic climate, consumer spending patterns, and technological adoption rates. Greece’s recovering economy, bolstered by tourism and increased disposable incomes, has enhanced consumer appetite for digital content. Additionally, favorable fiscal policies promoting innovation and local content production create a supportive environment for media enterprises. Global trends, such as the rise of streaming services and digital consumption, further drive competition and investment in local media platforms, allowing for tailored offerings that align with regional preferences and cultural narratives, thereby enhancing market resilience and growth.

Methodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, 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., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

Media - Greece

Revenue

Key Players

Analyst Opinion

Sales Channels

Users

Global Comparison

Methodology

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