skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


This analysis identifies the key trends driving the most fundamental changes across visual entertainment distribution in 2018, as epoch-defining issues impact business from traditional pay TV, commercial broadcast, and linear TV, to OTT distribution and IP networks.


  • The proliferation of OTT direct-to-consumer (D2C) services will fragment market share and challenge growth strategies across the market.
  • D2C and TV platforms driven by linear OTT service launches are likely to result in disappointment for the majority of service providers.
  • Traditional pay TV will stagnate, rather than stagger.

Features and Benefits

  • Evaluates how pay-TV service providers should proceed regarding the positioning and go-to-market strategies for all the types and tiers of services they offer.
  • Assesses how content owners can learn to effectively evaluate the viability of new types of licensee, particularly from digital media, social networking, and technology.
  • Advises technology vendors to enable partner companies to automate workflows, and implement and improve evolved advertising and data infrastructures.
  • Recommends that broadcasters evolve their on-demand OTT experiences and their advertising infrastructure to effectively target digital and, ultimately, linear TV audiences.

Key questions answered

  • Will D2C platforms compensate for pay TV's slowing growth in affected markets?
  • How will rights valuations be affected by content rights fragmentation across new types of licensee?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for TV subscription-service providers
  • Recommendations for OTT subscription-service providers
  • Recommendations for content owners
  • Recommendations for broadcasters and channel owners
  • Recommendations for telcos and mobile operators
  • Recommendations for technology vendors

OTT D2C services are fragmenting market shares and challenging growth strategies across the market

  • Pay TV's big bet in 2018

2018 will see even more focus on managing subscriber churn

  • Historically critical for pay TV, OTT services must address spiraling churn rates

Pay-TV OTT has the potential to grow in 2018 but the outlook remains highly uncertain

  • Purchasing and viewing habits are evolving rapidly

Content: Divide and conquer

  • Content valuations for the most desirable rights will rise


  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Consumer & Entertainment Services

    Asia-Pacific TV & OTT Report: 2018–24

    By Ismail Patel 22 Oct 2019

    A detailed update of APAC's TV market, encompassing free-to-air and pay-TV across all TV technologies (cable, DTH, IPTV, terrestrial, DTT), plus next-generation TV initiatives and OTT video.

  • Consumer & Entertainment Services

    OTT Communications Tracker: 2Q19

    By Pamela Clark-Dickson 22 Oct 2019

    The OTT Communications Tracker captures the KPIs of the top social messaging and VoIP players, along with news about service updates, geographical expansion, and other milestones. It also includes two-year projections for selected metrics.

  • Consumer & Entertainment Services

    France Music Industry Update, October 2019

    By Simon Dyson 22 Oct 2019

    Trade sales in France have risen for three consecutive years and look likely to rise again this year, with subscription service gains more than offsetting declines in sales of physical formats and music downloads.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now