2023 Streaming Industry Predictions from Video Intelligence Leader NPAW

2023 Streaming Industry Predictions from Video Intelligence Leader NPAW

Brie Clayton November 25, 2022

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The World Cup will push streaming adoption to never-before-seen levels in 2023. In 2018 world viewing records were broken as the international soccer / football community turned to streaming platforms to take in more games than ever before. As NPAW reported in it Video Streaming Industry Report 1H 2022 the streaming of live sports content was already up 13% in the first half of 2022 compared with the same period the previous last year, and there is a 19% increase in streaming sports viewership predicted for the 2022 World Cup. With the advancements in number, quality, accessibility and revenue for streaming providers, more people than ever in history will adopt online viewing as their primary method of watching sports content after turning to streaming for the Cup.

Streaming ad revenue will exceed that of traditional broadcast. Nielsen reported in August that streaming services captured more viewers than cable or broadcast for the first time. With this continued transition, paired with streaming providers pivoting to ad-supported models instead of, or in conjunction with, subscription models, we will see streaming revenue eclipse cable/broadcast in 2023.

With the shift to ad-based models, more complex and complete analytics and intelligence tools will be needed, and consolidation of these tools will be required. Cross-company access across departments, with ad effectiveness, audience behavior, quality control, content performance, etc., utilizing the same data set will replace the piecemeal model currently employed by many in the industry.

There are currently over 200 streaming services available across the world, and with linear TV hemorrhaging money and viewers almost unilaterally, this number should continue to expand. The streaming market is expected to hit $330B by 2030 and while not all of these will succeed, investment will chase this market, and the market (still early in its development) will stabilize. With continued expansion, daily playtime per user, per platform will continue to go down. This number was down 12% for VoD in H1 2022, mainly due to the competition between services. A focus on analytics is increasingly needed for services to not lose users to the competition due to poor streaming experience or a poor understanding of the audience and its preferences.

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