The Austrian over-the-top (OTT) Subscription Video On-Demand (SVoD) market continued its significant growth as actual subscriptions expanded by around 14% YoY to nearly 1.8m in 4Q19 as per InfoCom's Quarterly Television Monitoring for Western European region. Among the SVoD providers, InfoCom observed that Amazon Prime Video and Netflix continued to be the top 2 operators (nearly 50% of the market), with the latter exhibiting a faster growth despite price hikes in its standard and premium offers in 2019. Meanwhile, Maxdome's subscriptions declined further this period due mainly to tight competition, while Disney+ recently launched its service in late-March 2020 to further challenge other providers in the segment.
In general, the increasing demand for SVoD services tend to negatively impact the traditional pay TV segment, not just in Austria, but in other markets (e.g. in Denmark) where SVoD services are available as well. In the next periods, InfoCom expects a possibly more significant growth especially for SVoD in light of the ongoing COVID-19 outbreak. In fact, some OTT providers such as Netflix are reportedly reducing streaming rates in Europe to lessen network congestion amidst the increased usage of its services during this time.
Total traditional TV subscriptions (cable, satellite, IPTV and terrestrial) in Western Europe reached nearly 196m in 4Q19 - almost unchanged from a year ago.-Click here to find out more information about this report.