Market Insights Advertising & Media Media TV & Video

OTT Video - Portugal

Portugal

Revenue in the OTT Video market is projected to reach €196.90m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.26%, resulting in a projected market volume of €242.60m by 2029.
The largest market is OTT Video Advertising with a market volume of €120.30m in 2024.
In global comparison, most revenue will be generated in the United States (€123,300.00m in 2024).
In the OTT Video market, the number of users is expected to amount to 5.4m users by 2029.
User penetration will be 51.3% in 2024 and is expected to hit 53.7% by 2029.
The average revenue per user (ARPU) in the OTT Video market is projected to amount to €37.55 in 2024.
The usage share of Disney+ amounts to an estimated 18.0% of the Videostreaming (SVoD) segment and the selected region in 2023.

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

Mercado

Región

Comparación de regiones

Moneda

Analyst Opinion

The OTT Video market in Portugal is experiencing significant growth and development.

Customer preferences: Portuguese consumers are increasingly turning to OTT Video platforms for their entertainment needs. The convenience and flexibility of accessing content anytime and anywhere are major factors driving the growth of this market. Additionally, the availability of a wide range of content, including movies, TV shows, and original programming, appeals to the diverse preferences of consumers.

Trends in the market: One notable trend in the OTT Video market in Portugal is the increasing adoption of subscription-based models. Many consumers are willing to pay a monthly fee for unlimited access to a vast library of content. This trend is driven by the desire for convenience and the ability to personalize the viewing experience. Furthermore, the rise of original content produced by OTT Video platforms has also contributed to the growth of the market.

Local special circumstances: Portugal has a high internet penetration rate, which has facilitated the growth of the OTT Video market. The country's strong broadband infrastructure enables seamless streaming and a high-quality viewing experience for consumers. Additionally, the relatively low cost of internet services in Portugal makes it more affordable for consumers to access OTT Video platforms.

Underlying macroeconomic factors: The growth of the OTT Video market in Portugal is also influenced by macroeconomic factors. The increasing disposable income of Portuguese consumers has made it easier for them to afford OTT Video subscriptions. Additionally, the growing popularity of smart TVs and mobile devices has provided consumers with more options for accessing OTT Video content. Furthermore, the competitive landscape in the market, with both local and international players vying for market share, has driven innovation and improved the quality of services offered to consumers. In conclusion, the OTT Video market in Portugal is experiencing significant growth due to customer preferences for convenience, a wide range of content, and subscription-based models. The local special circumstances, such as high internet penetration and affordability, have further facilitated this growth. The underlying macroeconomic factors, including increasing disposable income and the popularity of smart devices, have also contributed to the development of the market. Overall, the future of the OTT Video market in Portugal looks promising, with continued growth expected 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.