Definition:
OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.Structure:
The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.Additional Information:
The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.Notes: Data was converted from local currencies using average exchange rates of the respective year.
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Source: Statista Market Insights
Notes: Data was converted from local currencies using average exchange rates of the respective year. FAST refers to the Free ad-supported streaming TV market. AVoD refers to the Advertising Video-on-Demand market.
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Source: Statista Market Insights
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Source: Statista Market Insights
The OTT Video market in China is witnessing remarkable expansion, fueled by factors like the surge in internet penetration, growing consumer demand for diverse content, and the rise of innovative advertising models that enhance viewer engagement.
Customer preferences: Consumers in China are increasingly favoring personalized and localized content in the OTT video market, reflecting their desire for relatable narratives and cultural relevance. The rise of mobile viewing, especially among younger demographics, is reshaping content consumption patterns, with short-form videos gaining traction. Additionally, the integration of social features within platforms is fostering community engagement, as users seek to share experiences and recommendations. This shift underscores a broader trend towards interactive and immersive viewing experiences that resonate with evolving lifestyle preferences.
Trends in the market: In China, the OTT video market is experiencing a surge in demand for personalized and localized content, as viewers increasingly seek narratives that resonate with their cultural context. The popularity of mobile viewing, particularly among younger audiences, is driving a shift towards short-form videos that cater to on-the-go consumption. Furthermore, the integration of social features within these platforms is enhancing community engagement, allowing users to share their viewing experiences and recommendations. This evolving landscape presents significant implications for industry stakeholders, as they must adapt to these trends to capture audience loyalty and optimize content strategies.
Local special circumstances: In China, the OTT video market is significantly shaped by the country's vast geographical diversity and rich cultural heritage, which influence content preferences and consumption patterns. Regional variations create demand for localized narratives that resonate with specific audiences, fostering a competitive landscape among providers. Additionally, stringent regulatory frameworks and content censorship necessitate careful navigation by platforms, impacting their content strategies. The rise of mobile internet accessibility further drives consumption trends, particularly among the youth, who favor interactive and engaging short-form videos that enhance their viewing experience.
Underlying macroeconomic factors: The OTT video market in China is influenced by several macroeconomic factors, including rapid urbanization, rising disposable incomes, and increased internet penetration. The national economic health, marked by steady GDP growth, supports higher consumer spending on entertainment, driving demand for diverse video content. Fiscal policies promoting digital innovation and infrastructure development further enhance market accessibility. Additionally, global economic trends, such as the shift towards digital consumption and international collaborations, impact content offerings and competition among providers. These factors collectively shape the landscape and growth potential of the OTT video sector in China.
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Source: Statista Market Insights
Notes: The total number of users is not represented here in its entirety. We only display specific services that do not encompass the entire market.
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Source: Statista Market Insights
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Sources: Statista Market Insights, Statista Consumer Insights Global
Most recent update:
Source: Statista Consumer Insights Global
Most recent update:
Source: Statista Market Insights
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Source: Statista Market Insights
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.Notes: Based on data from IMF, World Bank, UN and Eurostat
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Source: Statista Market Insights