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Just in time for the annual NAB Show, a new report has surfaced with a forecast that’s sure to prompt an antacid surge among broadcast execs in Las Vegas next week: OTT viewership worldwide will outnumber traditional TV viewership before the end of the decade.
Programmatic ad spending in the U.S. grew more than 105% in 2016, with advertisers spending $6.18 billion for digital video ads purchased programmatically, up from $3 billion in 2015, a number that is expected to grow to more than $10.65 billion in 2018.
Viu, the ad-supported OTT service from telecom PCCW, may be on track to hit 10 million subscribers by the end of 2017.
The company last week reported it had hit the 4 million mark and announced it was deploying in the Philippines, a market with some 30 million potential OTT users.
The service, which launched about a year ago, also has deployed in Hong Kong, Singapore, Indonesia and Malaysia.
Just more than a year after its launch, PCCW Media’s OTT video service, Viu, has rolled out in the Philippines.
The ad-supported service originally launched in Hong Kong in October 2015, and has since deployed in Singapore, Malaysia, Indonesia and India.