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The penetration rate is forecast to experience significant growth in all segments in 2029. As part of the positive trend, the penetration rate reaches the maximum value for all four different segments at the end of the comparison period. Particularly noteworthy is the segment Free (Ad-Supported) OTT Video Viewers, which has the highest value of 74.2 percent.

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Over-the-top (OTT) video viewer penetration rate in Sweden from 2021 to 2029, by segment

Characteristic	Free (Ad-Supported) OTT Video Viewers	Video Streaming (SVoD)	Pay-per-View (TVoD)	Video Downloads (EST)
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Supplementary notes

Data provided by Statista Market Insights are estimates.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

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