VPRT, the German commercial broadcasters’ association, has just published its autumn report with AV media forecasts for 2016. The association believes that AV revenue in Germany will increase by 6.2% to €11.1 billion ($12.1 billion). This is better than the 5.5% prediction in last year’s report. Video, both streamed and broadcast, is seeing a substantial rise. Reasons given for the overall improvements this year were the creation of converging regulations, more equal advertising conditions and much better data security.
Looking forward to the period from 2017 to 2021, VPRT sees a positive outlook, with growing investment, despite more intense competition. The association thinks that there will be further growth in non-linear offerings, more investment in interactive formats such as smart TV, and new formats including virtual reality and 360 degree videos. This will be in addition to continued digitalisation and automation, including addressable TV, intelligent interfaces, ordering systems, metadata, automated booking systems and programmatic advertising models.
