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TV and Video Advertising The Shift to Digital

Report by Tim Mulligan
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The 20,000 Foot View: The video advertising landscape is slowly moving away from both being broadcast TV based and being primarily driven by developed markets. The transition is picking up pace, with TV advertising declining by an average            per year from 2017 to 2023. In the meantime, over-the-top (OTT) ad revenue will increase by            per year over the same period while social video ad revenue will grow by            per year. The TV ad revenue decline will be uneven as Asia, Latin America and the Rest of World continue to grow, but not enough to offset the global decline.

Key Findings

  • TV advertising            will decline by an average            year from 2018 to 2023
  • OTT advertising            will grow by            per year            2018 to 2023
  • Social video            will grow by            per year            2017 to 2023
  • The global            advertising market will lose            billion            revenues in 2018
  • The North            and European market share of            TV ad revenues will decline                       between           
  • OTT’s ad            growth will help offset TV            revenue decline from            but will            longer be enough to do            from 2021 to 2023
  • Between 2021            2023 the video advertising market            a whole will shrink by            in revenue
  • Social video            accelerate the integration of detailed            analytics for targeted advertising
  • The overall            in total ad revenue reflects            getting better value from video            due to better reporting and            in digital formats

Companies and brands mentioned in this report:            Century Fox, Amazon Prime Video, Facebook, Globo, ITV, NBCU, Netflix, Star India, Sony Entertainment Television India, Univision, Viacom