Attention will shift to metrics focused on the number of viewers over the number of subscribers.
Despite the 7% rise in OTT subscribers in 2019, the subscription video landscape is still evolving. The popularity of the services is largely due to it being relatively cheaper than traditional cable in the US.
This piece says that with the increasing number of subscriber-based streaming services, consumer fatigue might lead companies to consider an ad-revenue based model. But, it is unclear how consumers will react to a shift in the revenue model.
Companies will also need to figure out metrics for an ad-based format, while also considering data availability and accountability. The increasing number of streaming services could also lead to an oversupply of content which can eventually decrease content consumption.
[4 minute read]