OTT poised for massive growth12 Sep 2014 21:24
Digital Video And OTT Poised For Dramatic Growth
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If you had any doubt about just how much internet delivered video was changing the entertainment economy – the latest data from Pricewaterhouse Coopers (PwC) consulting will open your eyes wide.
In the next seven years, the Entertainment and Media Outlook report that predicts that television’s dominance of advertising is poised to give way to the Internet.
The report projects that TV advertising is poised to generate $173.7 billion worldwide in 2014 growing to $214.7 billion by 2018. Internet advertising in the same period will climb from $133 billion up to $194.5 billion.
The Report has some dramatic conclusions and predictions:
By 2018, 33% of total advertising revenue is forecast to be digital, compared to 17% of consumer revenue.Mobile Internet is driving the change, with penetration reaching 55% in 2018, driving digital advertising to increase its share of total advertising revenue to 33% by 2018.In 2013, US advertisers generated $7.08 billion in mobile Internet ad revenue, up 110.2% from 2012.By 2016, mobile will overtake display to become the number two Internet advertising channel in the US.
The Over The Top (OTT) Space is poised for massive growth as well. PwC predicts that over-the-top TV streaming will grow to be a $10.1 billion segment in 2018, up from just a relatively meager $3.3 billion last year.
Report