OTT Video Streaming Growth

OTT video revenue is projected to surpass US$200 billion by 2028, driven by the rapid expansion of Advertising Video on Demand (AVOD).

Themes

AI-Driven Transformation , Experiences Over Material Goods , Navigating Global Uncertainty

Timeframe

near-term

Subcategories

Business Strategy Digital Platforms Marketing Streaming Services

Impact areas

Advertising Content creation Streaming platforms

Detailed Analysis

The OTT video market is experiencing significant growth, with global revenue projected to exceed US$200 billion by 2028, driven by a CAGR of ~7.4%. This growth is primarily attributed to the rise of AVOD, which is capturing market share at a ~14% CAGR. While Subscription Video on Demand (SVOD) has been a dominant force, AVOD's rapid expansion indicates a shift in consumer preferences towards ad-supported models, presenting both challenges and opportunities for content creators and distributors. "Global OTT Video revenue is projected to exceed US$200bn with a CAGR of ~7.4% until 2028...with Avdertising Video on Demand (AVOD) driving the growth."

Context Signals

Increasing availability of high-speed internet access globally Growing consumer preference for on-demand entertainment Competition among streaming platforms driving innovation in content and pricing models

Edge

The rise of AVOD may lead to increased investment in targeted advertising technologies and data analytics. Content creators may need to adapt their strategies to cater to both ad-supported and subscription-based models. Bundling of streaming services and integration with other entertainment offerings could become more prevalent.

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