Market Insights Advertising & Media Media TV & Video

OTT Video - Sweden

Sweden

In Sweden, revenue in the OTT Video market market is projected to reach €1,244.00m in 2024.
This revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 5.80%, leading to a projected market volume of €1,649.00m by 2029.
The largest market within this market in Sweden is OTT Video Advertising, which is anticipated to have a market volume of €586.70m in 2024.
In a global context, the majority of revenue in the OTT Video market market will be generated the United States, with a forecasted figure of €124,000.00m in 2024.
In Sweden, the number of users in the OTT Video market market is expected to reach 7.0m users by 2029.
User penetration in Sweden will be 59.8% in 2024, with projections indicating it will increase to 63.6% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Sweden is projected to be €195.00 in 2024.
Additionally, the usage share of HBO Max is estimated to account for 12.0% of the Videostreaming (SVoD) market in Sweden for the year 2023.
In Sweden, the OTT video market is experiencing a surge in demand for localized content, reflecting the country's strong cultural identity and diverse viewing preferences.

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

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Analyst Opinion

The OTT Video market in Sweden is experiencing significant growth and development.

Customer preferences: Swedish consumers are increasingly turning to OTT video platforms for their entertainment needs. This is primarily driven by the convenience and flexibility that these platforms offer. With OTT video services, consumers have the freedom to watch their favorite shows and movies at their own convenience, on any device, and without the need for traditional cable or satellite TV subscriptions. This shift in customer preferences is also influenced by the increasing availability of high-speed internet connections in Sweden, which makes streaming video content seamless and enjoyable.

Trends in the market: One of the key trends in the OTT video market in Sweden is the rise of local and regional content. Swedish consumers are showing a strong preference for content that is relevant to their culture and language. This has led to the emergence of local OTT platforms that cater specifically to Swedish audiences, offering a wide range of Swedish-language content, including TV shows, movies, and documentaries. Additionally, international OTT platforms are also investing in producing original content in Sweden, further catering to the local market. Another trend in the market is the increasing popularity of subscription video-on-demand (SVOD) services. SVOD platforms such as Netflix and Viaplay are gaining traction among Swedish consumers, who appreciate the vast library of content that these platforms offer for a fixed monthly fee. The convenience of unlimited streaming without ads and the ability to watch on multiple devices simultaneously are key factors driving the adoption of SVOD services in Sweden.

Local special circumstances: One of the unique aspects of the Swedish OTT video market is the strong emphasis on original and locally-produced content. Swedish consumers value content that reflects their own culture and experiences, and this has led to a surge in demand for Swedish-language TV shows and movies. Local OTT platforms have capitalized on this trend by investing in original content production, creating a competitive landscape that benefits both consumers and content creators.

Underlying macroeconomic factors: The growth of the OTT video market in Sweden is supported by several macroeconomic factors. Firstly, Sweden has a high internet penetration rate, with a large proportion of the population having access to high-speed internet connections. This enables smooth streaming and encourages consumers to embrace OTT video platforms. Additionally, the strong economy in Sweden provides consumers with the disposable income to invest in entertainment services, including OTT video subscriptions. The combination of these factors creates a favorable environment for the continued growth and development of the OTT video market in Sweden.

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.