TV & Video - G7

The TV & Video Market within the Media Market in G7 is witnessing mild growth, influenced by factors like evolving consumer preferences, the integration of streaming technologies, and competition between traditional and digital platforms shaping viewing habits.

Customer preferences: Consumers are shifting towards on-demand content consumption, favoring streaming services that offer personalized viewing experiences, reflecting a desire for convenience and flexibility in their media choices. This trend is particularly pronounced among younger demographics, who prioritize mobile access and binge-watching capabilities. Additionally, cultural influences are fostering diverse content preferences, with audiences increasingly seeking international programming that resonates with their values and interests. This evolving landscape is reshaping content production and distribution strategies in the TV & Video Market.

Trends in the market: In the G7 countries, the TV & Video Market is experiencing a surge in subscription-based streaming services as viewers increasingly prioritize on-demand content. In the UK, platforms are expanding original programming to attract diverse audiences, while in Japan, mobile streaming is becoming essential, catering to on-the-go consumers. In Canada, there's a noticeable shift toward localized content that reflects cultural narratives. This evolution is prompting traditional broadcasters to adapt their distribution models and invest in technology to enhance user experience, ensuring competitiveness in a rapidly changing landscape.

Local special circumstances: In the United States, the TV & Video Market is shaped by a diverse demographic landscape, driving a demand for niche streaming services that cater to specific cultural groups and interests. In Japan, the emphasis on mobile technology influences the market, as consumers increasingly prefer short-form content accessible on smartphones. Meanwhile, the United Kingdom prioritizes original programming, reflecting its rich cultural heritage and addressing local tastes. In Germany, strict regulatory frameworks around content distribution foster a competitive environment, encouraging platforms to innovate while ensuring consumer protection and content diversity.

Underlying macroeconomic factors: The TV & Video Market is significantly influenced by macroeconomic factors, including global economic trends, national economic health, and fiscal policies. In countries with robust economic growth, there is typically increased consumer spending on entertainment, driving demand for innovative streaming services and premium content. Currency fluctuations can also impact content acquisition costs, particularly in international markets. Additionally, government regulations and tax incentives for media production can stimulate local content creation, enhancing cultural representation. As economies rebound post-pandemic, shifts in advertising budgets and consumer behavior further shape the competitive landscape of the TV & Video Market.

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.