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Q1 2024

Industry Report

OTT Video: Rise of Hybrid Models

As the OTT streaming market matures, leading and niche services are evolving their strategies from a primary focus on building the customer base to one of generating revenue and ensuring profitability. As a result, services are experimenting with new business models that incorporate advertising revenues. At the same time, consumers are again showing an affinity to live/linear streaming models, after a decade of growing demand for video-on-demand. In this report, Parks Associates assesses the state of the streaming market with a focus on shifting video consumption habits and the hybrid revenue strategies that services are trialing to make the economics of streaming work. The report assesses leading company strategies and a five-year forecast of OTT subscriptions and ad-based streaming service viewers in the US. 

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