Advertising, not pay model, likely to drive revenue for video business

After a brief period of rising pay revenue, the global video business is back to bundling and advertising in its quest to scale up. At over $200 billion in 2023, online video advertising is now the top source of revenue for the global media and entertainment business. It will remain so in 2028 when it will bring in $327 billion in revenue. By then, it will rise over either pay TV or subscription video on demand (SVoD). The number of SVoD services is now set. No new major streaming services are expected as growth grinds to a halt. For most major SVoD services a hybrid offering both advertising and pay tiers is the way to growth.