OTT providers, such as Netflix and Amazon, will account for under 20% of US consumer spending in 2022, according to Strategy Analytics. The firm says that, although the video and TV market is changing, the transition is not as fast as some are suggesting. It also commented that subscriber numbers are less important than revenue when measuring the market.
Overall US spending on video and TV is expected to peak at $130.3 billion in 2019 and then decline to $125.7 billion by 2022, when established pay-TV businesses will hold more than 80% of the market by turnover. Annual growth in sales for emerging companies is forecast to fall to 4.4% by 2022.
