The Big Picture: OTT and premium video streaming

Examines the outlook for OTT and premium video streaming, taking into account the big picture view.
  • Premium video streaming is poised for a new era, buoyed by increased programmatic spend on OTT (over-the-top) platforms and the launch of new ad-funded subscription tiers by Netflix and Disney+.
  • Ad revenue growth is slowing in line with broader global ad market conditions; investment will increase +8.4% this year to $77.6bn globally, down from +22.8% in 2021.
  • The post-COVID flood of investment into channels like search and social resulted in online video losing out in share of total global spend, from 9.1% in 2020 to 8.8% this year.
  • Nearly 80% of users are expected to stream premium video content this...

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