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.
This is the first in a three-part series looking at critical trends emerging from IBC.
The increasing penetration of smartphones, tablets and high-speed broadband is driving global OTT revenues at an increasing pace, with forecasters expecting it to see a compound annual growth rate (CAGR) of 14.5% through 2026.
Hulu’s looking to add a few price-conscious users to its hybrid ad/subscription-supported video service, dropping the price of its price from $7.99/mo. to $5.99 for a limited time. The deal is good for one year, and comes as Hulu is preparing to launch its own virtual-MVPD (V-MVPD) early in 2017.
Comcast’s NBCUniversal is hoping to engage Snapchat’s 100 million users with a slate of original episodic content for the messaging app, adding another layer to the original deal with Snapchat is signed in April to show highlights of the Rio Olympics, the first time NBC has allowed distribution of sports highlights outside its own platform.
The new multi-year content and advertising deal is aimed at the same demographic as its Olympics play, Millennials.
Hulu’s free streaming service, which it launched in 2007, soon will be just a memory; the service instead is going to concentrate on growing its subscription service that now has roughly 12 million subscribers.
But for you (few) users who are still using “free” Hulu, you won’t be left high and dry.