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The OTT video in Europe: trends and forecasts 2017-2022

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Date: 15-Feb-2018
No. of pages: 19
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"OTT video in Europe will be worth EUR18 billion by 2022, and will account for over 80% of TV and video retail revenue growth."

Paid-for OTT video services’ worth will increase from EUR8.1 billion at the end of 2017 to EUR18.0 billion by 2022. SVoD services will account for almost three quarters of this growth, but operators moving pay-TV services to OTT delivery will also foster multi-billion-euro growth.

This report provides:


  • forecasts for the number of premium OTT video users, spend and average spend per user (ASPU)

  • forecasts split by category of OTT video service – linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD

  • forecasts for 32 individual countries, and each of Central & Eastern Europe and Western Europe as a whole

    an overview of the trends and drivers in the market.



Key performance indicators:


  • Users/subscribers

  • Population penetration

  • Spend

  • ASPU


All of the above split by the following categories of OTT video service:


  • Linear – channels (paid-for and free)

  • Linear – events

  • TVoD – rental

  • TVoD – ownership

  • SVoD (paid-for and free)


Also split by device type:


  • Smartphone

  • Tablet

  • PC

  • TV set (including STB, smart TVs, consoles and other streamers)


Geographical coverage:

Regions

Western Europe Countries


  • Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK


Central & Eastern Europe Countries


  • Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Montenegro, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine

The OTT video in Europe: trends and forecasts 2017-2022

Table of Contents:

5.Executive summary
6.Paid-for OTT video services’ worth will increase from EUR8.1 billion at the end of 2017 to EUR18.0 billion by 2022
7.How we classify services in this forecast
8.SVoD services will account for almost three quarters of all retail revenue growth between 2017 and 2022
9.Revenue growth will be buoyed by pay-TV providers pushing further into OTT video services; almost all countries will register double-digit CAGRs
10.Key recommendations for TV and video stakeholders
11.Regional forecasts and country comparison
12.Worldwide: Western European OTT video will thrive, but take-up in
Central & Eastern Europe will struggle to gain scale in many countries
13.Western Europe: SVoD will account for 70% of consumer spend on OTT by 2022 but live streaming content will be worth EUR2.1 billion per year too
14.Western Europe: Operators’ role in launching linear services, and integrating OTT SVoD into their STBs, will significantly affect the market
15.Western Europe: Almost 20% of the OTT video spend in Ireland, Italy, Switzerland and the UK will be for linear services by 2022
16.Central & Eastern Europe: Live streaming content will account for 26% of OTT spend by 2022, primarily driven by telco sports services in Turkey
17.Central & Eastern Europe: SVoD has struggled to gain scale but OTT linear channels have established a valuable presence
18.Central & Eastern Europe: The relative importance of SVoD, TVoD and linear services varies significantly by market – Turkey is a notable outlier
19.Country forecasts
20.France: SVoD will drive continued growth in the French market; a mix of local and international players will co-exist
21.Germany: Stronger consumer disinclination to TV and video subscriptions will buoy TVoD and thus increase overall ASPU
22.Italy: A very competitive market where all key TV providers are involved in OTT will boost penetration from current low levels
23.Poland: Low OTT video penetration is a result of cheap pay-TV packages and high piracy levels
24.Spain: Investment in high-end OTT video and Spanish content will push premium OTT video revenue past EUR1 billion by 2022
25.Turkey: Turkcell and Türk Telekom have boosted linear OTT revenue but SVoD will drive future growth
26.UK: Spend will approach EUR4 billion per year, driven by users taking multiple SVoD services and Sky Q going OTT
27.Forecast methodology and assumptions
28.Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
29.About the authors and Analysys Mason
30.About the authors
31.About Analysys Mason
32.Research from Analysys Mason
33.Consulting from Analysys Mason

List of Figures

Figure 1: OTT video retail revenue by service type and blended ASPU, Europe, 2013–2022
Figure 2: OTT video retail revenue growth by service type, Europe, 2017–2022
Figure 3: OTT video retail revenue growth by country and/or region, Europe, 2017–2022
Figure 4: SVoD, TVoD and linear share of retail revenues for OTT video, and premium OTT video user penetration, worldwide by region, 2022
Figure 5: OTT video retail revenue by service type and blended ASPU, Western Europe, 2013–2022
Figure 6: OTT video users and growth rates by service type, Western Europe, 2017–2022
Figure 7: OTT video spend and growth rates by service type, Western Europe, 2017–2022
Figure 8: OTT video users and ASPU by business model, Western Europe, 2013–2022
Figure 9: SVoD, TVoD and linear share of retail revenues for OTT video, and premium OTT video user penetration, Western Europe, 2022
Figure 10: OTT video retail revenue by service type and blended ASPU, CEE, 2013–2022
Figure 11: OTT video users and growth rates by service type, CEE, 2017–2022
Figure 12: OTT video spend and growth rates by service type, CEE, 2017–2022
Figure 13: OTT video users and ASPU by business model, CEE, 2013–2022
Figure 14: SVoD, TVoD and linear share of retail revenues for OTT video, and premium OTT video user penetration, Central and Eastern Europe, 2022
Figure 15: Retail revenue for OTT video service types, France, 2015–2022
Figure 16: Key information, France, 2017
Figure 17: Retail revenue for OTT video service types, Germany, 2015–2022
Figure 18: Key information, Germany, 2017
Figure 19: Retail revenue for OTT video service types, Italy, 2015–2022
Figure 20: Key information, Italy, 2017
Figure 21: Retail revenue for OTT video service types, Poland, 2015–2022
Figure 22: Key information, Poland, 2017
Figure 23: Retail revenue for OTT video service types, Spain, 2015–2022
Figure 24: Key information, Spain, 2017
Figure 25: Retail revenue for OTT video service types, Turkey, 2015–2022
Figure 26: Key information, Turkey, 2017
Figure 27: Retail revenue for OTT video service types, UK, 2015–2022
Figure 28: Key information, UK, 2017
Figure 29: Scope of our premium OTT video spend forecasts

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