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Ampere: streaming growth to outpace broadcasters for first time in 2025

Global content spend on streaming is predicted to reach $95 billion this year

Ampere Analysis has released its latest forecast into the global streaming market.

The company predicts that streamers will surpass commercial broadcasters for the first time in 2025, with global content spend showing a small increase. Analysts expect a 0.4 per cent increase year-on-year to $248 billion, down from the 2 per cent rise seen in 2024.

Following successful moves to restrict password-sharing and subscriber growth fuelled by several major sporting events, streaming platforms have invested heavily in content for this year. Spend is expected to continue upwards, with $95 predicted, equating to 39 per cent of total global spend on content. However, Ampere expects streamers will ensure investment grows at a reduced rate, aiming to maintain attractive profit margins.

In the US, traditional broadcasters are reducing spending following last year’s increases driven by the Summer Olympics and Presidential Election. The decline marks a return to the broader trend seen over the last five years, said Ampere, as broadcasters continue to face challenges due to a decline in linear viewing. Broadcasters outside the US are said to be demonstrating resilience, maintaining content spend throughout the year ahead.

Peter Ingram, research manager at Ampere Analysis, said, “Spend in 2024 was in line with Ampere’s expectations. The recovery aided by the US election, the Summer Olympics, and the end of the Hollywood strikes met the limitations of macroeconomic challenges and ongoing focus on profitability from major streamers. In 2025, expenditure by VoD services will increase by 6%, making these companies the leading contributors to the content landscape, surpassing commercial broadcasters for the first time. The continued growth of VoD spend, combined with the more cautious outlook of linear broadcasters, highlights the shifting role of traditional television as viewer demand turns to digital platforms and streaming.”