70 percent of pay-TV executives believe the rapid growth in OTT consumption will have a positive impact on their business
Retaining tier-one sports is critical to the majority of executives surveyed, while partnerships with emerging sports streaming services are very valuable to pay-TV providers seeking to aggregate content and services
Innovation in product pricing and packaging and super-aggregation seen as major opportunities over the next five years, while 360-degree data enablement is considered key to success
Content piracy continues to be a significant concern for the global pay-TV industry, with more than half of executives considering it a challenge to their business
Cheseaux, Switzerland and Phoenix (AZ) - September 11, 2019 - NAGRA, a Kudelski Group (SIX:KUD.S) company and the world's leading independent provider of content protection and multiscreen television solutions, in partnership with MTM, a leading international research and strategy consultancy, today released the global findings of the 2019 Pay-TV Innovation Forum. The report summarises key findings and insights collected from industry executives across four regions: Europe, Asia Pacific, Latin America and North America. It examines key market trends and developments, the most significant challenges facing pay-TV providers and industry executive priorities for opportunities and investments going forward.
The global pay-TV market is in a state of transition, as the growth of IP services continues to disrupt the industry. Over the past year, the pace of change and disruption has accelerated, as digital services and connected platforms continued to grow, resulting in an increasingly fragmented and complex pay-TV ecosystem. Consequently, pay-TV offerings are becoming more diverse, with a focus on packaging and bundling innovation and new services to drive growth, particularly with connectivity offerings.
Against this backdrop, the 2019 Pay-TV Innovation Forum explored the key trends expected to shape the pay-TV industry over the next five years: industry response to the continued growth of OTT services; next generation content aggregation; the rise of advanced data, analytics and AI/ML applications; content piracy; and pay-TV digital transformation. Key findings reveal that:
1. Executive sentiment regarding the impact of standalone OTT services is mixed - some see an opportunity for pay-TV providers to evolve into super-aggregators
The rapid growth in OTT consumption is increasingly seen as both an opportunity and a challenge, with 70 percent of pay-TV executives believing it will have a positive impact on their business, while only 21 percent anticipate a negative impact. Despite initial anxieties, many believe that new standalone direct-to-consumer services, largely seen as complementary, will not pose a significant threat to the pay-TV industry. Instead, executives see opportunities for pay-TV providers to adopt a super-aggregation model for these services. 77 percent expect that super-aggregator platforms will emerge over the next five years and attract a significant proportion of customers who pay for video content. However, they do note that more rounded bundles from content providers, such as Disney , Hulu and ESPN , could be a competitive substitute when launched.
2. Pay-TV providers will have to introduce a wider range of pricing and packaging options to ensure their offerings stay relevant, particularly to younger audiences
Executives surveyed expect traditional pay-TV packages to be radically restructured in the next decade and an overwhelming majority (91 percent) agree that innovation in product pricing and packaging will not only be key to attracting and retaining customers, but also vital in their quest to become super-aggregators of content.
Additionally, as a key priority, pay-TV providers must reinvent their offerings for the next generation of consumers and experiment with packages that cater to their unique needs and behaviors, such as their growing interest in free ad-funded services, their reduced brand loyalty and their limited willingness to pay for video services.
3. Retaining tier-one sports rights and aggregating sports OTT services have emerged as key priorities for pay-TV operators
The rise of sports OTT services has introduced a new wave of competition and innovation into the market, prompting traditional providers to adapt their business models and value propositions. As part of this shift, retaining key tier-one sports rights will be critical. Pay-TV companies appear well-placed to retain these rights given their ability to cross-subsidise sports from high-margin broadband businesses and their existing billing relationships. However, market indications suggest that pay-TV providers will continue to rationalise their investments in tier-two rights.
Additionally, the research highlights the emergence of a new generation of sports OTT aggregators, and direct-to-consumer services from leagues, clubs and broadcasters. 85 percent of executives believe that OTT sports streaming in their country will grow either moderately or strongly through to 2024, and 93 percent think that sports streaming services are some of the most valuable types of partners for pay-TV providers seeking to aggregate content and services.
4. Piracy is evolving, requiring deeper industry collaborations, new technical solutions and an evolution of anti-piracy services
Content piracy continues to be a significant challenge for the global pay-TV industry, with 60 percent of executives in 2019 seeing it as a major challenge' or a challenge' to their business. Moreover, 65 percent of pay-TV executives believe that the level of pay-TV and video piracy in their respective countries has either gotten worse or remained the same, continuing to affect their ability to genera
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Liberty University on why broadcast technology isn't just a technical invest...
08/05/2026
COW Jobs: UGC, On-Camera Video Content
Brie Clayton May 7, 2026
0 Comments
UGC, On-Camera Video Content
April 17, 2026Documentary Editor - US,......
07/05/2026
Journalists reporting on Sudan are working in one of the most complex and fast-m...
07/05/2026
Multi-year partnership positions Victory+ as a free home for Dallas Cowboys orig...
07/05/2026
From sideline reporting to directing and producing, the talented sophomore is building a well-rounded foundation for a career in live sports production
In the ...
07/05/2026
Cobalt Digital has received two Future Best of Show awards at NAB Show 2026. The COBALT blueCORE platform was recognized by TV Tech, and the COBALT PACIFIC ULL-...
07/05/2026
ESPN analyst Mina Kimes will host the televised semifinals and finals of the 202...
07/05/2026
Bitmovin has announced that MUBI, the global film streaming platform, has selected Bitmovin as its cloud VOD encoding partner. Bitmovin's encoding infrastru...
07/05/2026
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation have announced...
07/05/2026
Angel City Football Club (ACFC) and Victory have announced a regional broadcast partnership bringing live match coverage to fans across the greater Los Angeles...
07/05/2026
Spiideo has announced the launch of AI Highlights inside Spiideo Play, its automated sports production platform. AI Highlights combines video, event data, audio...
07/05/2026
Leostream Corporation has announced a unified remote access ecosystem for high-p...
07/05/2026
The Atlanta Dream has partnered with Victory to stream all locally broadcast Dream games for free, expanding the team's digital distribution strategy and g...
07/05/2026
Riedel Communications has announced the appointment of Marc Engroff as Chief Fin...
07/05/2026
SES and ARD, Germany's largest public broadcasting network, have announced a long-term extension of their satellite distribution partnership through 2039. U...
07/05/2026
UpLight Technologies delivers a flexible video and lighting system for a new televised sportLaunching the Pro Cheer League required more than creating a compell...
07/05/2026
Full Day Productions and GSE Worldwide have announced Spikes Under the Lights, a...
07/05/2026
Seit dem Start im Jahr 2023 hat DJ (Beta) das personalisierte H rerlebnis von 94...
07/05/2026
Da quando stata presentata nel 2023, DJ (beta) ha aiutato a definire un'esperienza d'ascolto pi personalizzata per 94 milioni di utenti Spotify Premi...
07/05/2026
Since launching in 2023, DJ (beta) has helped shape a more personalized listenin...
07/05/2026
Desde o lan amento em 2023, o DJ (beta) j ajudou a deixar a experi ncia de ouvi...
07/05/2026
From our earliest days, Spotify has been built on a simple principle: Great audio should be easy to reach. It's what's driven us to expand from music to...
07/05/2026
Asian and Pacific Islander artists continue to shape the global soundscape, pushing creative boundaries and connecting with fans worldwide. This Asian & Pacific...
07/05/2026
Company announce long-requested choir instrument
In the latest expansion of their Symphonic Elements series, UJAM have introduced an all-new vocal instrumen...
07/05/2026
Modular-inspired sound generation with digital control
Buchla have introduced Ziggy, a new compact synthesizer built around the company's complex oscill...
07/05/2026
Combines analogue voices with digital synthesis and sequencing
Polyend have announced Drums, a new hybrid analogue and digital drum machine that combines sy...
07/05/2026
Control surface now officially supports four DAWs
When Nektar launched the Panorama CS12 control surface, it worked exclusively with Apple's Logic Pro, ...
07/05/2026
In the first quarter 2026, SGL Carbon generated consolidated sales of 184.5 million, which was 49.8 million, or 21.3%, lower than in the prior year (Q1 2025: ...
07/05/2026
Rohde & Schwarz and Greenerwave achieve precise and fast ESA antenna characteriz...
07/05/2026
Two multi-role L3Harris products - the Red Wolf launched effects vehicle and SK...
07/05/2026
L3Harris will be developing key features of a secure and resilient digital infra...
07/05/2026
Alysa Liu and Shohei Ohtani Help Drive Viewership as 91 of the Top 100 Broadcast...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Cobalt Digital Wins Two Future Best of Show Awards at 2026 NAB Show
Manufacturer Recognized by TV Tech and TVBEurope for Innovation in signal processing
Cobal...
07/05/2026
Software and hardware platforms, AI power and user-friendliness on show...
07/05/2026
Intinor will demonstrate its latest technical enhancements for the Direkt series at BroadcastAsia 2026. With a continued focus on reliable contribution and remo...
07/05/2026
Bitmovin has announced that MUBI has chosen Bitmovin as its cloud VOD encoding partner, replacing MUBI's legacy on premises encoding setup to improve scalab...
07/05/2026
Meet Graduates from Berklees Class of 2026 Members of this years graduating class reflect on their proudest moments at Berklee and look ahead to whats next.
...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
At BroadcastAsia 2026, Interra Systems will demonstrate its latest innovations in automated quality control (QC), real-time monitoring, and captioning. The comp...
07/05/2026
At this year's Broadcast Asia, PlayBox Neo is set to unveil recent innovations across its PlayBox Neo Suite and integrated range of broadcast media solution...
70 percent of pay-TV executives believe the rapid growth in OTT consumption will have a positive impact on their business
