GroupM: The State of Video

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
  • Loss of share in traditional broadcasting is being offset by gains in the new world, and TV continues to take share from other media.
  • TV can open up new markets: firstly, via addressable TV, which allows it to sell the same slots many times over; and secondly, by opening up to long-tail advertisers.
  • Amazon Prime, Netflix and other tech platforms are encroaching on traditional broadcasters, in part via their role as ‘frenemies’, where they team up with broadcaster to co-produce big-budget series.
  • Traditional broadcasters still rely on live sports to deliver reach (in the US, 88 of...

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