TV Industry Trends - 2021 Survey
Liam Costello Senior Manager
The 3Vision annual Trends Survey collates feedback from senior media executives
Video Market Potential
Asia consolidates its position as the key market for expected video growth in 2021, increasing +4% points on the previous year.
In terms of growth potential, Industry executives are slightly more pessimistic about the Middle East and Latin America.
Respondents overwhelmingly believe that the pandemic has increased the pace at which broadcaster strategies are shifting to online streaming services as they look to best serve their audiences.
An increasing number of broadcasters are restructuring their operations and prioritising digital services over traditional linear channels (e.g. WarnerMedia, AMC Networks, BBC & ITV).
Free TV Service Innovation
The Pandemic led to a massive fall in Ad spend in 1H 2020 and although it recovered somewhat 2H the estimates for 2020 are for +4.2% reduction in total spend, with TV -12.2% and Digital +8.2%. Digital Ad Spend has increased share (with Digital Video as a part of that +14.9%) and in many markets the forecasts are for traditional TV not to recover its share of the market
Pay TV Channel Groups
Cord cutting and the desire from customers for more flexible Pay TV options is putting pressure on Pay TV Operators to continue providing a competitive product. Downward pressure on third party Pay TV channels is demanding more rights to the operator, with lower fees.
The 3Vision annual Trends Survey collates feedback from senior media executives.
Respondents are from global markets, and are asked to share their views on key areas.
Respondents include content owners, Pay TV platforms, distributors, and tech vendors.
Topics included major industry areas such as content licensing, drama production, pay TV initiatives and direct to consumer services.