Strategy Analytics forecasts that global consumer and advertising spend on TV and video will grow from USD 490 billion in 2017 to USD 559 billion in 2022, an increase of USD 69 billion. Spend on OTT video will account for 90 percent of this growth, according to Strategy Analytics’ television and media strategies (TMS) report: “TV’s Transformation: A Unified TV and Video Market Perspective” (https://www.strategyanalytics.com/access-services/media-and-services/in-the-home/tv-media-strategies/tv-media-strategies/reports/report-detail/tv-s-transformation-a-unified-tv-and-video-market-perspective).
Consumer spend and digital video ad revenue from OTT video services such as YouTube, Facebook, iTunes, Google Play, Netflix, Amazon Prime Video, Hulu, DirecTV Now, NOW TV, Maxdome, iflix, and other online video services will double over the forecast period, reaching USD 123 billion in 2022.
“OTT TV and video services will be the driving force behind future revenue,” according to Michael Goodman, Director, Television & Media Strategies, “however, traditional TV and video services should not despair too much, as they will continue to account for the majority of consumer and advertising spend for the foreseeable future.”
By 2022, consumer and advertising spend on traditional TV and video products and services globally will be over USD 435 billion, an increase of USD 7 billion from 2017, and account for nearly 78 percent of all TV and video revenue.
Additional findings from this report include:
- In 2022, North America will continue to be the largest TV and video market; accounting for 38.7 percent of global consumer and advertising spend on TV and video
- IPTV will buck the cord-cutting trend in Western Europe. While cable (net loss of €987 million), pay satellite (net loss of €187 million), and pay DTT (net loss of €125 million) will all see revenues decline over the next five years, IPTV will reach €9.9 billion in 2022, an increase of €1.5 billion.
- In 2022, the Asia-Pacific region will account for 23.4 percent of global consumer and advertising spend on TV and video. Unlike North America and Western Europe, where consumer spend on legacy pay TV services is flat or declining, driven largely by China and India, consumer spend on legacy pay TV services will continue to see robust growth