The video market is entering a new period of hybrid models, with many SVOD and BVOD services moving to both ad-free and ad-supported tiers.
However, according to one of the key findings of a new report by Kantar entitled The Future Viewing Experience, challenges lie ahead in not cannibalising core offerings and other hurdles are identified. The question that should then be asked is will this approach accelerate us towards a two-tier advertising ecosystem in which those who can afford ad-free environments become ever harder to reach??
Other key findings of the report are that the big screen now dominates viewers’ streaming consumption; global media brands are starting to pursue ‘monolithic self-sufficiency’ with full control over supply chains; the fight for franchises hots up; independent and regional production remain vital; box set bingeing is possibly coming to an end; and the complexity of TV and video ecosystem is a threat to addressable advertising growth.
Commenting on the report, John McCarthy, strategic content director, Media division at Kantar, said: “Whilst many of the trends we’ve identified provide exciting monetisation opportunities and value for the industry, there are also significant challenges and vital decisions ahead for everyone. We hope that ‘The Future Viewing Experience’ report will help to inform new growth strategies over the coming decade. It is a thought-provoking report and ensures our research, development and investments are correctly aligned to market trends and client needs”.
Produced in collaboration with Research the Media, the report builds on Kantar’s acclaimed Project Gretzky initiatives, first published in 2012 and periodically thereafter.?
Richard Marks of Research The Media added: “Too often attempts to look into the future can become hypnotised by shiny objects, by what technology can do as opposed to what people actually want it to do. Working with Kantar, our objective was to provide a viewer-centric evaluation of where the viewer experience is headed and the opportunities and challenges that lie ahead”.?
