Global AVoD expenditure will reach $66 billion across 138 countries by 2026, an increase of 144 per cent.
Digital TV Research predicts that from the $39 billion additional revenues generated between 2020 and 2026, the US will contribute $21 billion and China $5 billion. Revenues will triple in India and the US.
Simon Murray, principal analyst at Digital TV Research, said: “US AVoD revenues will triple between 2020 and 2026 to $31 billion. Rather than lose market share as other countries catch up, the US will grow its share of the global total from 37 per cent in 2020 to 47 per cent by 2026.”
According to the analysts, the United States has both the most developed OTT sector in the world and the most developed advertising market. Successful AVoD platform launches in the US will not necessarily thrive elsewhere, they added.