TV monetisation The third way

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20,000 foot view: The slowing of subscription growth in developed markets means that streaming services have to look both towards post-subscription and post-advertising models. A focus on retention will maintain downward pressure on subscription price elasticity, compounded by the need to ration advertising loads to minimise churn. A ‘third way’ approach to monetisation will drive both incremental revenue streams and additional engagement levers for existing consumers. Ultimately this will deliver both increased retention and revenue as streaming moves into an era of consolidation.
Key insights
- While the recession is likely to be consumers will be scarred by cost-of-living crisis and wary of subscriptions bill shock
- This will to an increasing search for via bundles, telco plans, dynamic and ad-supported services
- Media fusion become normalised as digitally-savvy audiences adapt consumption dynamics and expectations previously-distinct media verticals
- In 2023, America will account for of video subscribers and of global revenue. In 2030 North America account for of global subscribers of global revenue
- By contrast, the same period, Asia Pacific count for of global subscribers of global revenues in 2023, of global subscribers and of subscription revenues in 2030
- Asia Pacific, second behind North America, will the leading subscriber market over period and additionally become the revenue market by 2030
- As a the cultural focus of mainstream TV content will pivot towards (south, southeast, and east)
- Investment in content with global appeal will with the 2020s becoming Asia’s TV moment
- Hybrid streaming release plans for households will media majors to retain ‘silver while supporting box office engagement revenue
- Community will repurposed as watch party dynamics central to live sports streaming interactive shopping experiences
- Crucial to successful ‘third way’ reboot will in-experience purchases, which are already in gaming experiences
- The monetization way will comprise four key digital merchandise, adaptive pricing, community, shopping (D.A.C.S.)
Companies and brands mentioned in this report: Comcast, KERV Interactive, Peacock, NBCUniversal, Recurly