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OTT Video - Ukraine

Ukraine

Revenue in the OTT Video market market in Ukraine is forecasted to reach US$151.10m in 2024.
The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 5.98%, leading to a projected market volume of US$202.00m by 2029.
The largest market within OTT Video market is Video Streaming (SVoD), with a market volume of US$98.28m in 2024.
When compared globally, the in the United States is expected to generate the most revenue (US$132,900.00m in 2024).
In the OTT Video market market in Ukraine, the number of users is projected to reach 17.4m users by 2029.
User penetration is forecasted to be 39.8% in 2024 and is estimated to increase to 45.1% by 2029.
The average revenue per user (ARPU) in the OTT Video market market is forecasted to be US$10.01 in 2024.
The rise of local content production in Ukraine's OTT video market reflects a growing preference for culturally relevant streaming options.

Key regions: United Kingdom, Germany, South Korea, Asia, India

Market

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Currency

Analyst Opinion

The OTT Video market in Ukraine has been experiencing significant growth in recent years.

Customer preferences: Ukrainian consumers are increasingly turning to OTT Video platforms for their entertainment needs. This is driven by several factors, including the convenience and flexibility of on-demand content, the wide variety of content available, and the ability to watch on multiple devices. Furthermore, the affordability of OTT Video services compared to traditional cable or satellite TV subscriptions is also a key factor in driving customer preferences.

Trends in the market: One of the key trends in the Ukrainian OTT Video market is the growing popularity of local content. Ukrainian viewers are showing a strong preference for content that is relevant to their culture and language. This has led to an increase in the production and availability of Ukrainian-language content on OTT platforms. Additionally, there is a growing demand for international content, particularly from popular streaming services such as Netflix and Amazon Prime Video. This trend is driven by the desire for a diverse range of content options. Another trend in the market is the adoption of smart TVs and other connected devices. Ukrainian consumers are increasingly purchasing smart TVs, which allow them to access OTT Video platforms directly on their televisions. This eliminates the need for additional devices such as streaming boxes or dongles. The convenience and ease of use offered by smart TVs are driving the adoption of these devices in the market.

Local special circumstances: One of the unique aspects of the Ukrainian OTT Video market is the strong presence of local players. There are several local OTT Video platforms that cater specifically to the Ukrainian market, offering a range of local and international content. These platforms have a deep understanding of the local market and are able to provide content that is tailored to Ukrainian viewers' preferences. This local competition has led to a diverse and vibrant OTT Video market in Ukraine.

Underlying macroeconomic factors: The growth of the OTT Video market in Ukraine is also influenced by underlying macroeconomic factors. The increasing availability of high-speed internet and the growing affordability of internet access have made it easier for Ukrainian consumers to access OTT Video platforms. Additionally, the rising disposable incomes of Ukrainian consumers have contributed to the growth of the market, as more people are able to afford OTT Video subscriptions. In conclusion, the OTT Video market in Ukraine is experiencing significant growth due to customer preferences for convenience, affordability, and a wide variety of content. The market is characterized by a strong preference for local and international content, as well as the adoption of smart TVs and other connected devices. The presence of local players and underlying macroeconomic factors such as internet availability and rising disposable incomes are also driving the growth of the market.

Methodology

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.