Market Insights Advertising & Media Media TV & Video

OTT Video - Australia

Australia

In Australia, revenue in the OTT Video market market is projected to reach €4.72bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 6.11%, leading to a projected market volume of €6.35bn by 2029.
The largest market within this market is OTT Video Advertising, which is anticipated to have a market volume of €3.22bn in 2024.
In a global context, the majority of revenue will be generated the United States, with an expected revenue of €122,700.00m in 2024.
In Australia, the number of users in the OTT Video market market is expected to reach 16.8m users by 2029.
User penetration is projected to be 57.7% in 2024 and is anticipated to increase to 60.1% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Australia is projected to be €306.30 in 2024.
Additionally, the usage share of Disney+ is estimated to account for 14.0% of the Videostreaming (SVoD) market and the selected region in 2023.
Australia's OTT video market is increasingly characterized by a surge in local content production, reflecting a strong demand for culturally relevant programming among viewers.

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

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Analyst Opinion

The OTT Video market in Australia has been experiencing significant growth in recent years, driven by changing customer preferences and favorable market conditions.

Customer preferences: Customers in Australia have shown a strong preference for OTT Video services, with a growing number of households choosing to subscribe to these platforms. This can be attributed to factors such as the increasing availability of high-speed internet connections, the proliferation of smart devices, and the convenience offered by OTT Video services. Additionally, the wide variety of content available on these platforms, including popular TV shows, movies, and original productions, has further fueled customer demand.

Trends in the market: One of the key trends in the Australian OTT Video market is the rise of subscription-based services. Many consumers are opting for monthly or annual subscriptions to access a wide range of content without the need for traditional cable or satellite TV subscriptions. This trend is driven by the convenience and flexibility offered by subscription-based models, as well as the ability to personalize content preferences. Another trend is the increasing competition among OTT Video providers. Both local and international players are vying for market share in Australia, leading to a wider range of options for consumers. This competition has led to innovations in content delivery, user experience, and pricing strategies, ultimately benefiting the customers.

Local special circumstances: Australia has a unique market landscape due to its vast geographical size and relatively small population. This has led to challenges in terms of infrastructure development and content licensing. However, the government has made efforts to improve internet connectivity in rural and remote areas, which has contributed to the growth of the OTT Video market. Additionally, local content regulations have also influenced the availability of certain content on OTT platforms, with a focus on promoting Australian productions.

Underlying macroeconomic factors: Several macroeconomic factors have contributed to the growth of the OTT Video market in Australia. The country has a stable economy with a high disposable income, which allows consumers to spend on entertainment services such as OTT Video subscriptions. Moreover, the increasing penetration of smartphones and other smart devices has made it easier for consumers to access OTT Video content on the go. In conclusion, the OTT Video market in Australia is experiencing significant growth due to changing customer preferences, increasing competition among providers, and favorable macroeconomic factors. The rise of subscription-based services and the availability of a wide range of content have driven customer demand. While local special circumstances such as infrastructure challenges and content regulations have posed some challenges, the market is expected to continue growing in the coming years.

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 market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market 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 market 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 market. 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.