Video-on-Demand - Kenya

Kenya

The Video-on-Demand market in Kenya is projected to reach a revenue of €72.85m in 2024.
It is expected to demonstrate an annual growth rate (CAGR 2024-2027) of 14.62%, resulting in a projected market volume of €109.70m by 2027.
Among the various segments in this market, Video Streaming (SVoD)) holds the largest share with a market volume of €58.64m in 2024.
In a global comparison, United States is expected to generate the highest revenue, amounting to €73,690.00m in 2024.
In terms of user base, the number of Video-on-Demand market users in Kenya is expected to reach 17.5m users by 2027.
The user penetration rate, which represents the proportion of the population using Video-on-Demand market services, is projected to be 23.3% in 2024 and is expected to increase to 28.0% by 2027.
Kenya's Video-on-Demand market is experiencing a surge in local content consumption, driving the demand for locally produced movies and TV shows.

Key regions: Asia, China, Japan, United Kingdom, India

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Región

Comparación de regiones

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Analyst Opinion

After capturing the living rooms all over the globe in recent years, Video Streaming giants like Netflix and Amazon Prime Video see themselves confronted with first signs of market saturation. While the idea of having unlimited access to an ever-growing library of video content was attractive enough for customers to subscribe to such services, latest developments like Disney’s market entry and frequent price hikes will put consumers’ loyalty under test. It has to be observed whether Netflix’ and Amazon’s efforts to face growing competition and changing consumer tastes by boosting exclusive content production will be enough.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Video-on-Demand market. Video-on-demand is defined as premium over-the-top video-on-demand (VoD) content distributed over the internet. This includes pay-per-view (TVoD), video downloads (EST), and video streaming (SVoD). 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., the Statista Global Consumer Survey), 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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). GCS data is reweighted for representativeness.