Market Insights Advertising & Media Media

TV & Video - Denmark

Denmark

In Denmark, revenue in the TV & Video market market is projected to reach €2.17bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 2.37%, leading to a projected market volume of €2.44bn by 2029.
The largest market within this market in Denmark is Traditional TV & Home Video, which will have a market volume of €1.49bn in 2024.
In a global context, the highest revenue is anticipated to be generated the United States, with €257.20bn in 2024.
By 2029, the number of users in Denmark's TV & Video market market is expected to reach 4.6m users.
User penetration in this market is projected to stand at 75.2% in 2024.
Furthermore, the average revenue per user (ARPU) in Denmark is forecasted to amount to €486.30 in 2024.
In Denmark, the TV & Video market is increasingly dominated by streaming services, reflecting a shift in consumer preferences for on-demand content.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Denmark is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in Denmark are shifting towards digital platforms for TV and video consumption. Streaming services such as Netflix and HBO Nordic have gained popularity, offering a wide range of content that can be accessed anytime and anywhere. This shift is driven by the convenience and flexibility that digital platforms provide, allowing viewers to watch their favorite shows and movies on demand. Additionally, the availability of high-speed internet and the widespread use of smartphones and tablets have made it easier for consumers to access digital content. One of the key trends in the Danish TV & Video market is the rise of original content production. Danish production companies are investing in creating high-quality TV shows and movies that cater to the local audience. This trend is driven by the increasing demand for local content and the desire to compete with international streaming services. Original Danish content not only attracts local viewers but also has the potential to gain international recognition, contributing to the growth of the Danish TV & Video market. Another trend in the market is the integration of smart TVs and streaming devices. Many Danish households now own smart TVs that come with built-in streaming capabilities, allowing viewers to access digital content directly on their televisions. Additionally, streaming devices such as Apple TV and Chromecast have become popular, providing an affordable way to transform any TV into a smart TV. This trend is driven by the desire for a seamless and user-friendly viewing experience. Local special circumstances in Denmark also contribute to the development of the TV & Video market. The Danish government has encouraged the production of local content through various initiatives and funding programs. This support has led to the creation of a vibrant and diverse TV and film industry in Denmark, attracting both local and international talent. Furthermore, the Danish population has a high level of disposable income, making it easier for consumers to subscribe to streaming services and invest in high-quality TVs and streaming devices. Underlying macroeconomic factors such as the strong Danish economy and high internet penetration rate also play a role in the growth of the TV & Video market. The Danish economy has been performing well, with stable GDP growth and low unemployment rates. This economic stability provides consumers with the confidence to invest in entertainment options such as streaming services and smart TVs. Additionally, Denmark has one of the highest internet penetration rates in Europe, ensuring widespread access to digital content. In conclusion, the TV & Video market in Denmark is developing rapidly, driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of original content production, and the integration of smart TVs and streaming devices are key trends in the market. The Danish government's support for local content production and the strong Danish economy further contribute to the growth of the TV & Video market in Denmark.

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.