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OTT Video - Norway

Norway

In Norway, revenue in the OTT Video market market is projected to reach €726.60m in 2024.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 6.87%, leading to a projected market volume of €1,013.00m by 2029.
The largest market within the OTT Video market market in Norway is Video Streaming (SVoD), which is anticipated to have a market volume of €348.40m in 2024.
In a global context, the highest revenue will be generated the United States, where it is expected to reach €122,700.00m in 2024.
In Norway, the number of users in the OTT Video market market is expected to amount to 4.0m users by 2029.
User penetration in this market will be 70.3% in 2024 and is projected to increase to 70.3% by 2029.
The average revenue per user (ARPU) in Norway's OTT Video market market is projected to be €187.40 in 2024.
Moreover, the usage share of Disney+ is estimated to account for 19.0% of the Videostreaming (SVoD) market in the selected region in 2023.
Norway's OTT video market is experiencing a surge in demand for localized content, reflecting the country's unique cultural narratives and viewing preferences.

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

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Analyst Opinion

The OTT Video market in Norway has experienced significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet.

Customer preferences: Norwegian consumers have shown a strong preference for on-demand video content, as it allows them to watch their favorite shows and movies at their own convenience. The rise of OTT platforms has provided a wide range of options for consumers, allowing them to choose from a variety of content genres and languages. Moreover, the ability to access content on multiple devices, such as smartphones, tablets, and smart TVs, has further enhanced the convenience and flexibility of OTT video services.

Trends in the market: One of the key trends in the Norwegian OTT video market is the growing popularity of local content. Norwegian consumers are increasingly seeking out content that reflects their own culture and language. This has led to the emergence of local OTT platforms that focus on producing and distributing Norwegian TV shows and movies. Additionally, international OTT platforms have also recognized the demand for local content and have started to invest in producing original Norwegian content. Another trend in the market is the increasing adoption of subscription-based models. Many OTT platforms in Norway offer subscription plans that provide unlimited access to a wide range of content for a fixed monthly fee. This model has gained traction among consumers who prefer a hassle-free experience and do not want to deal with individual purchases or rentals. Additionally, some platforms offer ad-supported free tiers, allowing users to access limited content for free while generating revenue through advertisements.

Local special circumstances: One of the unique aspects of the Norwegian OTT video market is the strong emphasis on high-quality content. Norwegian consumers have high expectations when it comes to the production values and storytelling of TV shows and movies. This has led to the development of a vibrant local content industry, with a focus on producing high-quality dramas and documentaries. The success of Norwegian content on both domestic and international platforms has further fueled the demand for local productions.

Underlying macroeconomic factors: The growth of the OTT video market in Norway is also influenced by macroeconomic factors such as high internet penetration and disposable income levels. Norway has one of the highest internet penetration rates in the world, with a large percentage of the population having access to high-speed internet. This has enabled seamless streaming of OTT content and contributed to the overall growth of the market. Additionally, Norway's strong economy and high disposable income levels have made consumers more willing to spend on entertainment services, including OTT video subscriptions. In conclusion, the OTT Video market in Norway has experienced significant growth due to changing customer preferences, the popularity of local content, the adoption of subscription-based models, and underlying macroeconomic factors such as high internet penetration and disposable income levels. The market is expected to continue growing as more consumers embrace on-demand video content and as the availability of high-quality local and international content expands.

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.