OTT video is growing rapidly in the US, with the country responsible for almost half of global revenue for Internet video services.
This was a key finding from the recently released Global Entertainment and Media Outlook 2017-2021 from PricewaterhouseCoopers International (PwC). According to the report, the US internet video market is "by far the largest and most established in the world," bringing in 47% of global revenue in 2016. The study also pointed out that the larger OTT players were transitioning from just aggregating content to actually developing and producing original series of their own.
In fact, Internet video is set to surpass physical media (DVD) revenue for the first time in 2017, with steady growth forecast at 11.6% CAGR to 2021. Similarly internet advertising revenue globally surpassed TV advertising revenue last year, largely driven by growth in mobile advertising. PwC anticipates that brands will continue to require both TV and Internet channels to reach consumers, so both TV and Internet revenues are forecast to grow -- though the Internet will grow much faster.
The study also recognized that TV subscription revenue remains robust, and was a "cornerstone" in the traditional global TV market. PwC expects traditional TV revenue to grow at 1.3% to $277.4 billion in 2021, with TV subscription steadily increasing its share from 80.2% in 2016 to 84% in 2021. Even though global growth is strong, the report noted that subscription TV services are facing challenges in the more mature markets of North America and Western Europe.
Cable subscriptions are growing steadily in the APAC region though, with PwC predicting 600 million households would be subscribing to cable by 2021, generating $5.9 billion. China and India will be the powerhouses driving this growth and will be responsible for 436 million subscriptions by 2021.
The study also predicted consumer virtual reality (VR) content will grow at 77% CAGR to $15.1 billion by 2021, with just over half that amount coming from VR video. The report also predicts that 68 million VR headsets will be used in the US by 2021.
PwC found inconsistencies in market trends around the world, with some growing while others were in decline. The company pointed out that there are pockets of opportunity throughout. Generally speaking though, it seems that entertainment spending is tied to GDP: As countries develop, spending on entertainment slows, falling behind GDP growth. Usage of most media continues to grow (with the exception of print newspapers and magazines) but is very slow in developed countries. Most growth will come from emerging markets, where per capita spending is low, and even a small increase in annual media spending could result in a significant percentage increase.
— Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation