Home Entertainment - Turkey

Turkey

Revenue in the Home Entertainment market is projected to reach US$67.9m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2028) of -0.42%, resulting in a projected market volume of US$66.8m by 2028.
In the Home Entertainment market, the number of active households is expected to amount to 6.0m users by 2028.
Household penetration will be 7.5% in 2024 and is expected to hit 20.6% by 2028.
The average revenue per installed Smart Home currently is expected to amount to US$33.64.

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Analyst Opinion

The Home Entertainment market in Turkey is experiencing significant growth and development.

Customer preferences: Customers in Turkey are increasingly seeking out home entertainment options that provide convenience, variety, and high-quality content. Streaming services have become particularly popular, as they allow consumers to access a wide range of movies, TV shows, and music from the comfort of their own homes. Additionally, there is a growing demand for smart TVs and other devices that offer seamless integration with streaming platforms.

Trends in the market: One major trend in the Home Entertainment market in Turkey is the rise of local streaming services. Turkish consumers are showing a preference for platforms that offer content in their native language and cater to their specific cultural interests. This has led to the emergence of local streaming platforms that provide a wide range of Turkish movies, TV shows, and music. These platforms are not only attracting local customers but also gaining popularity among Turkish expatriates living in other countries. Another trend in the market is the increasing popularity of gaming. Turkey has a large and growing population of gamers, and this has led to a surge in demand for gaming consoles, accessories, and online gaming services. The rise of esports has also contributed to the growth of the gaming market in Turkey, with an increasing number of tournaments and events being held in the country.

Local special circumstances: One unique aspect of the Home Entertainment market in Turkey is the strong influence of Turkish soap operas, or "dizis. " These TV dramas have a dedicated fan base both within Turkey and in other countries with Turkish diaspora. As a result, there is a high demand for platforms that offer access to a wide range of Turkish dizis, both old and new. This has created opportunities for streaming services that specialize in Turkish content, as well as for traditional broadcasters that air popular dizis on their channels.

Underlying macroeconomic factors: The growth of the Home Entertainment market in Turkey can be attributed to several underlying macroeconomic factors. Firstly, the increasing disposable income of Turkish consumers has allowed them to spend more on leisure and entertainment activities. This has led to a greater demand for home entertainment options that provide value for money and cater to individual preferences. Secondly, the widespread availability of high-speed internet and the growing penetration of smartphones have made it easier for Turkish consumers to access and enjoy home entertainment content. This has fueled the demand for streaming services and online gaming platforms, as consumers can now watch movies, TV shows, and play games on their mobile devices anytime, anywhere. Lastly, the COVID-19 pandemic has also had an impact on the Home Entertainment market in Turkey. With people spending more time at home due to lockdowns and social distancing measures, there has been an increased demand for home entertainment options to keep entertained and connected. This has further accelerated the growth of streaming services, gaming, and other forms of home entertainment in the country.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the sales of smart home products, excluding taxes.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market category. As a basis for evaluating markets, we use the Statista Global Consumer Survey, market data from independent databases and third-party sources, and Statista interviews with market experts. In addition, we use relevant key market indicators and data from country-specific associations, such as household internet penetration and consumer spending for households. 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 relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting innovative products due to the non-linear growth of technology adoption. The main drivers are GDP/capita, level of digitization, and consumer attitudes toward smart home integration.

Additional notes:

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 once a year, in case market dynamics change we do more frequent updates.