“On-demand services will disrupt TV and video industry”, “Newmarket players like Netflix or Amazon will soon replace traditional broadcasters”, “Consumer demand for TV and video consumption is changing dramatically”: Starting players are becoming increasingly confronted with horror news about their position in the future television and video landscape.
But will these dramatic predictions really come to pass? TV and video are subject to many uncertainties and the magnitude of changes in the industry is difficult to predict. Streaming services no longer only serve as a platform for movies and TV series, but also invest in the production and licensing of their own content. This puts them in direct competition with the traditional television and video industries. At the same time, TV channels and media organizations are launching their own on-demand offerings. In addition, major content producers create their own streaming services.
From another perspective, on-demand services have rapidly changed consumer demand for TV and video consumption. The Deloitte 2018 Digital Media Trend Survey says nearly 48% of all US consumers stream TV content every day or week. in the UK .2 Even in the most conservative German TV market, 44% of the population uses video on demand (SVoD) at least once a week 3 The success of VoD means that consumers expect content to be more relevant, accessible anytime, anywhere which best suits your needs.
This rapidly changing market landscape makes future predictions difficult, if not impossible. So we’ve taken a more holistic approach and invite you to travel with us to the year 2030 to explore four scenarios for the future of TV and video. Our scenario approach is not intended to predict the most likely outcome, but rather to illustrate what might happen in the world of TV and video and how current market participants can adapt to the many changes and uncertainties that occur along the way.