After a decade of growth, the video subscription market is reaching saturation. This has been the spark for most players to turn their eyes to different types of ad-financed solutions. Both local and global services are now offering fully or partly ad-financed alternatives; hybrid video on demand (HVOD), pure ad-supported video on demand (AVOD), and free ad-supported streaming TV (FAST). AVOD revenues are soon expected to surpass those of traditional TV advertising, which once again points at significant transformation of the Nordic video landscape with intensifying global competition.
Additionally, video via social media—referred to as social video—has seen remarkable growth. New formats featuring endless feeds of short video content are capturing an increasing share of viewership, and, as a result, a larger portion of the video ad market’s revenue. This has positioned social media platforms as key competitors in the TV and streaming market, making them impossible for industry actors to ignore.
This is an analysis of ad-funded online video and social video, providing comprehensive insights into key metrics on viewing habits, demographics, and the video ad market.
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