Future of TV and Video Landscape by 2030
TV and video are indeed facing much uncertainty, and the extent of change in the sector is hard to foresee. Streaming services no longer serve as just a platform for movies and TV shows, they are also investing in producing and licensing their own content. This places them in direct competition with the traditional TV and video industry. At the same time, TV channels and media organizations are starting their own on-demand offerings. Also, large content producers are setting up their own streaming services. “On-demand-services will disrupt the TV and video industry”, “New market players such as Netflix or Amazon will soon replace traditional broadcasters”, “Consumers’ demand for TV and video consumption is fundamentally changing”: established players are being increasingly confronted with horror news about their own positioning within the future TV and video landscape. From another perspective, on-demandservices have quickly changed consumers’ demand for TV and video consumption. The Deloitte digital media trends survey 2018 states that almost 48% of all US consumers stream television content every day or week.1 Likewise in the UK, streaming video services have gained in importance, already 41% of all consumers purchased such a service in the UK.2 Even in the more conservative German TV market, 44% of the population make use of subscription-based videos-on-demand (SVoD) at least once a week.3 With the success of VoD, consumers increasingly expect relevant content accessible at any time, in any place, and in the format that best fits their needs. This rapidly changing market landscape makes future predictions difficult, if not impossible. We therefore adopted a more holistic approach – and we now invite you to travel with us to the year 2030 to take a glimpse into four scenarios of the future of TV and video. Our scenario approach does not aim to predict the most likely outcome, but to illustrate what could plausibly happen in the world of TV and video and how today’s market players might adapt to deal with the many changes and uncertainties along the way.