TV and video

Will the fragmented global picture start to coalesce?

This article explores how the global TV and video industry has been transformed by the rise of digital distribution, changing the market and competitive dynamics virtually beyond recognition.

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Streaming takes off, with the US market out in the lead – but China coming up on the rails

The US’s electronic home video revenue of US$17.19bn in 2020 will represent around one-third of the global total. But China will see the strongest growth, with a 31.3% CAGR taking it from fifth in the world in 2015 to second in 2020, with revenue of US$3.11bn. In common with many markets around the world, China’s electronic home video market is dominated by OTT/streaming, with players like Tencent and Alibaba – but not Netflix, at least for now. 

Consumption patterns have shifted to multiple screens – putting more emphasis on live programming

Rising penetration of smartphones and tablets has seen rapid take-up of second-screen viewing in some markets, driving rising demand for greater viewing flexibility and fluidity, and putting a premium on live programming. The biggest linear audiences – and therefore advertising spend – will be attracted by entertainment shows with live interaction such as voting, and by live sporting events – competition for which has driven the price of rights for competitions like the NFL and English Premier League to new heights.

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