Oman Connected TV Market

Oman Connected TV Market Overview

• The Oman Connected TV market is valued at USD 15 million, based on a five-year historical analysis. This figure is consistent with the latest revenue estimates for the televisions segment in Oman, reflecting the impact of high-speed internet penetration, the rising popularity of streaming services, and growing consumer preference for on-demand content. The shift from traditional cable TV to internet-based platforms continues to drive connected TV adoption, supported by rapid urbanization and digital transformation initiatives across the country .
• Muscat, the capital city, remains the dominant market for connected TVs in Oman due to its urban population's higher disposable income and access to advanced technology. Salalah and Sohar are also contributing to market expansion, driven by increasing internet connectivity and a rising interest in digital entertainment among residents. This trend aligns with broader regional patterns, where urban centers lead in technology adoption and digital media consumption .
• In 2023, the Omani government enacted the “Digital Broadcasting Equipment Standards Regulation, 2023” issued by the Telecommunications Regulatory Authority (TRA). This regulation mandates that all new television sets sold in Oman must support internet connectivity and digital streaming capabilities, with compliance required for manufacturers and importers. The regulation aims to accelerate the adoption of connected TVs and ensure consumers benefit from the latest advancements in home entertainment technology .

Oman Connected TV Market Segmentation

By Device Type:The device type segmentation includes Smart TVs, Streaming Devices, Gaming Consoles, and Set-Top Boxes. Smart TVs lead the market, driven by their integrated streaming capabilities, user-friendly interfaces, and compatibility with a wide range of OTT platforms. The convenience of accessing multiple entertainment options in a single device continues to make Smart TVs the preferred choice among Omani consumers .

By Technology:The technology segmentation includes LED, LCD, OLED, and QLED. LED technology dominates the market, favored for its affordability, energy efficiency, and widespread availability. Consumers in Oman increasingly select LED TVs for their superior picture quality and lower power consumption, making them the most popular technology segment .

Oman Connected TV Market Competitive Landscape

The Oman Connected TV Market is characterized by a dynamic mix of regional and international players. Leading participants such as Samsung Electronics, LG Electronics, Sony Corporation, Hisense Group, Omantel (Oman Telecommunications Company), Ooredoo Oman, Vodafone Oman, Netflix, Amazon Prime Video, OSN (Orbit Showtime Network), Shahid (MBC Group), StarzPlay Arabia, Disney+, YouTube, beIN Media Group contribute to innovation, geographic expansion, and service delivery in this space.

Oman Connected TV Market Industry Analysis

Growth Drivers

• Increasing Internet Penetration:As of future, Oman boasts an internet penetration rate of approximately 98%, with around 4.5 million active internet users. This widespread access facilitates the growth of connected TV services, as consumers increasingly seek online content. The World Bank reports that the digital economy in Oman is projected to contribute approximately 3.5% to the GDP, indicating a robust environment for streaming services and connected TV platforms to thrive.
• Rising Demand for Streaming Services:The demand for streaming services in Oman has surged, with over 1.2 million subscriptions to various platforms by future. This trend is driven by a younger demographic, with 60% of users aged 18-34 preferring on-demand content. The International Telecommunication Union (ITU) highlights that the average Omani consumer spends around 15 hours per week on streaming services, showcasing a significant shift in viewing habits towards digital platforms.
• Growth in Smart Device Adoption:The adoption of smart devices in Oman is on the rise, with over 1.5 million smart TVs sold in the previous year alone. This trend is supported by a 20% increase in smartphone ownership, reaching approximately 6 million devices. According to the Oman Telecommunications Regulatory Authority, the growing availability of affordable smart devices is enabling more consumers to access connected TV services, further driving market growth and engagement.

Market Challenges

• High Competition from Traditional Broadcasting:The traditional broadcasting sector in Oman remains strong, with over 80% of households still relying on cable and satellite TV services. This presents a significant challenge for connected TV providers, as they compete for viewer attention and advertising revenue. The Oman Media Authority indicates that traditional broadcasters generated approximately $150 million in revenue in the previous year, highlighting the competitive landscape for emerging streaming services.
• Limited Local Content Availability:The lack of locally produced content is a major hurdle for the connected TV market in Oman. Currently, only 15% of available streaming content is locally sourced, which limits viewer engagement and satisfaction. The Ministry of Information has noted that investment in local content creation is crucial, as consumers increasingly seek culturally relevant programming, which is currently underserved in the market.

Oman Connected TV Market Future Outlook

The future of the Oman connected TV market appears promising, driven by technological advancements and changing consumer preferences. As internet speeds improve and more households adopt smart devices, the demand for on-demand content is expected to rise. Additionally, the integration of artificial intelligence in content recommendations will enhance user experiences. However, addressing challenges such as local content availability and competition from traditional media will be essential for sustained growth in this dynamic landscape.

Market Opportunities

• Expansion of Local Content Production:There is a significant opportunity for growth in local content production, with the potential to increase viewer engagement. By investing in culturally relevant programming, streaming services can attract a larger audience. The government has allocated approximately $10 million in future to support local filmmakers, which could enhance the diversity of content available on connected TV platforms.
• Partnerships with Telecom Providers:Collaborating with telecom providers presents a lucrative opportunity for connected TV services. By bundling streaming subscriptions with internet packages, companies can enhance customer acquisition. In future, Oman's telecom sector is projected to generate approximately $1.2 billion in revenue, indicating a strong market for partnerships that can drive mutual growth and expand service offerings.