Executive Summary

Consumers are flocking to streaming services—and advertisers are following them. Digital video’s future is promising, but several questions remain unanswered. The maturation of the streaming space hinges on them.

Questions this report covers: 

• Will the streaming market get more crowded?
• Which streaming services will merge?
• How fast are affiliate fees growing?
• What will restrict virtual cable’s growth?
• Which companies are building their own connected TV (CTV) operating systems?

KEY STAT: The average North American internet user more than doubled the number of subscription video-on-demand (SVOD) services they used between 2016 and Q2 2021, adding 4.8 services over the last five years, per TiVo.