Growth in over-the-top TV advertising will begin to accelerate faster than pay TV growth from 2016, according to research by French group IDATE.
IDATE estimates that the global video market will grow by 4.1% a year between now and 2020, with the pay TV market growing at the slightly lower rate of 3.7%. While traditional pay TV is expected to be the main source of growth between 2010 and 2015, OTT advertising will take the lead as the main growth generator from 2016-20. Over the full period, pay TV is expected to grow at 4% a year while advertising will grow at 4.5%.
The European video market is expected to achieve a compound annual growth rate of 4.2% between now and 2020, with the pay TV market achieving growth of 4% and advertising growing at the global average of 4.5%.