OTT TV and video revenues in Western Europe are expected to more than double between 2015 and 2021, though the growth rates between the countries will vary widely, according to the latest report from Digital TV Researchy, looking at 17 countries. The study noted that while OTT adoption is already high in Scandinavia, the Netherlands and the UK, it has been much more muted in other countries such as France, Spain and Portugal.
OTT TV and video revenues in Western Europe will reach USD 14.64 billion in 2021 against 6.40 billion in 2015, a rise of USD 8.25 billion. Of this increase, the UK will contribute USD 2.30 billion, Germany USD 1.34 billion, France USD 1.13 billion and Italy USD 0.99 billion. The UK will remain the market leader by some distance. SVOD (subscription video on-demand) will become the region’s largest OTT revenue source in 2018 before AVOD (advertising on OTT sites) regains its lead in 2020. The AVOD sector has been boosted by the rapid expansion in mobile advertising. AVOD will bring in USD 5.79 billion by 2021, up by USD 3 billion from 2015. The UK will supply USD 2.333 billion of the 2021 advertising total, followed by Germany with USD 904 million.
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