Advertising-supported video streaming emerges from the shadow of SVOD

This edition of the Industry Checkpoint series focuses on pay TV, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: the growing strategic importance of controlling the TV home screen, the move from provider-defined to user-defined video content bundles, the growing importance of live sports for OTT video in North America, and free ad-supported streaming TV (FAST) moving into its next phase.

Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.

Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.