Market Insights Advertising & Media Media TV & Video

OTT Video - Ireland

Ireland

In Ireland, revenue in the OTT Video market market is projected to reach €451.60m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.20%, resulting in a projected market volume of €610.10m by 2029.
The largest market within this market in Ireland is OTT Video Advertising, which is anticipated to have a market volume of €248.70m in 2024.
In a global context, the majority of revenue will be generated the United States, with an expected figure of €124,000.00m in 2024.
In Ireland's OTT Video market market, the number of users is expected to reach 2.7m users by 2029.
User penetration in Ireland will be 50.3% in 2024 and is projected to increase to 51.0% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Ireland is projected to amount to €176.30 in 2024.
Additionally, the usage share of Disney+ is estimated to represent 19.0% of the Videostreaming (SVoD) market in Ireland for 2023.
In Ireland, the OTT video market is experiencing significant growth as consumers increasingly favor streaming services over traditional cable television.

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

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Analyst Opinion

The OTT Video market in Ireland is experiencing significant growth and development, driven by changing customer preferences and the availability of high-speed internet connections.

Customer preferences: Irish consumers are increasingly opting for OTT Video services due to their convenience and flexibility. With the rise of smartphones and tablets, viewers can now access their favorite shows and movies anytime, anywhere. This shift in consumer behavior has led to a surge in demand for OTT Video platforms, as they offer a wide range of content options and personalized recommendations. Furthermore, the ability to stream content on multiple devices simultaneously has become a key selling point for these services.

Trends in the market: One of the major trends in the Irish OTT Video market is the growing popularity of subscription-based platforms. Consumers are willing to pay a monthly fee for unlimited access to a vast library of content, rather than purchasing individual movies or TV shows. This trend is fueled by the success of global OTT Video giants, which have expanded their presence in Ireland and offer a diverse range of content to cater to different tastes and preferences. Another trend in the market is the emergence of local OTT Video players. These platforms focus on providing Irish content and cater to the specific needs of the local audience. By offering a mix of local and international content, these platforms are able to attract a loyal customer base. Additionally, they often provide exclusive access to popular Irish TV shows and movies, further enhancing their appeal.

Local special circumstances: Ireland has a strong tradition of storytelling and a vibrant film and television industry. This has created a demand for locally-produced content, which is reflected in the preferences of Irish consumers. OTT Video platforms that offer a wide selection of Irish content, including movies, TV shows, and documentaries, are well-positioned to capitalize on this demand.

Underlying macroeconomic factors: The growth of the OTT Video market in Ireland is also influenced by underlying macroeconomic factors. The country has a high internet penetration rate and a well-developed telecommunications infrastructure, which enables seamless streaming of content. Additionally, the increasing disposable income of Irish consumers has made them more willing to spend on entertainment services, including OTT Video subscriptions. In conclusion, the OTT Video market in Ireland is experiencing rapid growth, driven by changing customer preferences, the availability of high-speed internet connections, and the emergence of local and international players. As the market continues to evolve, it is expected that subscription-based platforms and those offering a diverse range of content will dominate the industry. The demand for Irish content and the underlying macroeconomic factors further contribute to the development of the OTT Video market in Ireland.

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.