Latin America. The company NPAW, dedicated to video intelligence that helps grow online streaming services, presented its forecasts for the broadcast industry in 2023. Here are some of their conclusions:
The World Cup will drive streaming adoption to levels never seen before in 2023. Global viewing records were broken in 2018 as the international football community turned to streaming platforms to watch more matches than ever before.
As NPAW reported in its Video Streaming Industry Report 1H 2022, live sports content streaming is already up 13% in the first half of 2022 compared to the same period a year earlier, and there is a 19% increase in sports streaming viewership forecast for the 2022 World Cup. With advances in quantity, quality, accessibility and revenue for streaming providers, more people than ever in history will embrace online viewing as their primary method of watching sports content after turning to streaming for the Cup.
- Revenue from ad streaming will exceed those from traditional streaming. Nielsen reported in August that streaming services picked up more viewers than cable or streaming for the first time. With this ongoing transition, along with streaming providers shifting to ad-supported models instead of, or in conjunction with, subscription models, we will see streaming revenue eclipse cable/streaming in 2023.
With the shift to ad-based models, more complex and comprehensive analytics and intelligence tools will be needed, and consolidation of these tools will be required. Cross-company access across departments, with advertising effectiveness, audience behavior, quality control, content performance, etc., using the same dataset will replace the fragmented model currently employed by many in the industry.
There are currently over 200 streaming services available worldwide, and with the loss of money and viewers of linear TV almost unilaterally, this number should continue to expand. The transmission market is expected to reach $330 billion by 2030 and while not all of them will succeed, investment will pursue this market and the market (still in its early stages of development) will stabilize.
With continued expansion, daily play time per user, per platform, will continue to decline. This number dropped by 12% for VoD in the first half of 2022, mainly due to competition between services. It is increasingly necessary to focus on analysis so that services do not lose users to the competition due to a poor streaming experience or a poor understanding of the audience and their preferences.
