Subscriptions to OTT video services in Denmark 2014-2023

Over-the-top (OTT) video services are becoming increasingly popular in Denmark. The number of subscriptions of these platforms grew from roughly 1.1 million in 2014 to over six million as of 2023. 

What is over-the-top content?

The subscription numbers shown here include over-the-top online channels as well as virtual pay TV operators, but not multiscreen services. Over-the-top means that video, audio or other media content is directly transferred and sold via the internet to the audience by third parties. Broadcasts and telecommunications operators do not control or distribute the content but may be aware of it. The contrast model is the subscription to traditional TV services or internet provider, like pay TV or IPTV.

Three business models of OTT

OTT can be roughly divided into three revenue models: SVOD (subscription-based), AVOD, and TVOD. AVOD (ad-supported video-on-demand) is funded by advertising and thus, freely accessible. The best example is YouTube. TVOD services (transactional video-on-demand), such as Amazon Instant Video, work very differently to SVOD. Users do not pay through subscriptions, but through the amount of content they are watching.