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OTT Video - Denmark

Denmark

Revenue in the OTT Video market is projected to reach €675.30m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 5.10%, resulting in a projected market volume of €865.90m by 2029.
The largest market is Video Streaming (SVoD) with a market volume of €339.20m in 2024.
In global comparison, most revenue will be generated in the United States (€121,500.00m in 2024).
In the OTT Video market, the number of users is expected to amount to 7.6m users by 2029.
User penetration will be 114.2% in 2024 and is expected to hit 125.5% by 2029.
The average revenue per user (ARPU) in the OTT Video market is projected to amount to €99.59 in 2024.
The usage share of Netflix amounts to an estimated 19% of the Videostreaming (SVoD) segment and the selected region in 2020.

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

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The OTT Video market in Denmark is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Denmark are shifting towards on-demand streaming services, as consumers increasingly seek convenience and flexibility in their entertainment choices.

The rise of OTT Video platforms allows viewers to access a wide range of content anytime and anywhere, eliminating the need for traditional television subscriptions. This trend is not unique to Denmark, as it is seen worldwide, as consumers are embracing the freedom and control offered by OTT Video services. Trends in the Danish OTT Video market include the increasing popularity of local and international streaming platforms.

While global players like Netflix and Amazon Prime Video have a strong presence in Denmark, local platforms such as Viaplay and TV 2 Play are also gaining traction. These local platforms often offer a combination of Danish and international content, catering to the preferences of the local audience. Additionally, the market is witnessing the emergence of niche OTT Video services that cater to specific genres or interests, further diversifying the content available to viewers.

Local special circumstances in Denmark contribute to the growth of the OTT Video market. Denmark has a high internet penetration rate and a strong digital infrastructure, making it easier for consumers to access and stream online content. The country also has a high level of English proficiency, allowing Danish viewers to enjoy a wide range of international content without language barriers.

Furthermore, the Danish government has been supportive of the digital economy, creating a favorable environment for OTT Video platforms to thrive. Underlying macroeconomic factors in Denmark also play a role in the development of the OTT Video market. The country has a high standard of living and disposable income, enabling consumers to afford subscription fees for multiple streaming services.

Additionally, the prevalence of smartphones and other connected devices makes it convenient for viewers to access OTT Video platforms on-the-go. These factors contribute to the growing demand for OTT Video services in Denmark. In conclusion, the OTT Video market in Denmark is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

As Danish consumers continue to prioritize convenience and flexibility in their entertainment choices, the OTT Video market is expected to expand further 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.