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Market Research Report

Subscription, Advertising and Transactional Models for TV and Video: Case Studies and Analysis

Published by Analysys Mason Product code 913675
Published Content info 12 Slides
Delivery time: 1-2 business days
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Subscription, Advertising and Transactional Models for TV and Video: Case Studies and Analysis
Published: October 7, 2019 Content info: 12 Slides

"Six case studies of video services suggest that operators and pay-TV providers can access new revenue streams through alternative service models, targeted advertising and the 'super-aggregator' strategy."

TV and video service providers are adopting innovative approaches to advertising, subscription and transactional service models in order to capture some of the USD95 billion of revenue growth in the TV and video market in the next 5 years. This report provides examples of companies innovating in these areas.

This report answers the following questions.

  • How can operators and TV broadcasters capture some of the advertising, subscription and transactional revenue growth that is expected over the next 5 years?
  • Are operators innovating away from the traditional subscription-based pay-TV business model?
  • What best practices emerge from innovative video services? Can they be replicated by other operators or players in the TV and video market?

The following services are featured in case studies.

  • Liiga Finland (Telia Company)
  • Blockbuster (TDC Group)
  • Viu (PCCW)
  • NBA Passes (Turner Sports (AT&T))
  • Amazon Channels (Amazon)
  • AdSmart (Sky (Comcast))


Martin Scott

Martin 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 10 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.

Martin has advised a range of major service providers, vendors, investment firms and consultancies on different aspects of TV strategy, convergence, access, service and pricing, consumer demand for present and next-generation services, and the business case for VAS, such as music subscription services. Martin worked in the British civil service before joining Analysys Mason. He has a Master's degree in Mathematics from Oxford University.

Giulio Sinibaldi

Giulio 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.

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