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Market Research Report

Subscription, Advertising and Transactional Models for TV and Video: Opportunities for Revenue Growth

Published by Analysys Mason Product code 908180
Published Content info 18 Slides
Delivery time: 1-2 business days
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Subscription, Advertising and Transactional Models for TV and Video: Opportunities for Revenue Growth
Published: August 19, 2019 Content info: 18 Slides

"Revenue in the TV and video market will grow by USD95 billion over the next 5 years, but traditional TV providers are not optimally positioned to capture this growth."

Revenue in the TV and video industry will grow by USD95 billion worldwide between 2019 and 2024. This report analyses how the relative importance of advertising, transactional and subscription revenue is changing.

In this report, we answer the following questions:

  • How should companies with pay-TV and video operations recalibrate their services to maximise future revenue growth potential?
  • How can the subscription model for TV and SVoD services be adapted and improved to maximise its appeal?
  • How can operators capture more transactional revenue in a fragmented, OTT-heavy video market?
  • How do players meet consumer expectations for ever-increasing amounts of ‘free' content, overcome affordability issues in emerging markets and replicate the success of players that derive the majority of their revenue from advertising funding?

Key actions for operators and pay-TV providers that wish to
capture the TV and video revenue growth opportunity



Giulio Sinibaldi (Analyst) is a key contributor to Analysys Mason's Consumer Services and Digital Economy research practices. He is interested in mobile strategies, over-the-top (OTT) platforms, Internet regulation and consumer behaviour, and his skillset includes quantitative forecast modelling and big data analytics. Giulio holds a BSc and an MSc in Economics from Bocconi University.

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's research initiatives related to media and TV. He manages the Video Strategies research programme. Martin has held numerous positions within Analysys Mason during the last 14 years, including heading the company's Consumer Services, Data and Regional Markets practices. He also launched Analysys Mason's Connected Consumer Survey and Consumer Smartphone Usage series of research. His primary areas of specialisation include telco TV strategy, OTT video and media, consumer smartphone usage, the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research.

Table of Contents

Table of Contents

  • Executive summary
  • Analysis and recommendations
  • Finding opportunity in free and ad-funded models
  • Evolving the subscription model
  • Capturing transactional spend
  • About the authors and Analysys Mason
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