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This report seeks to contextualize and identify the trends and dynamics that are shaping, and will continue to shape, competition and growth in the ad-supported video-on-demand (AVOD) market over the next five years.


  • The rapidly expanding AVOD market, which will reach $37bn in global revenue by 2022, is opening opportunities across the TMT value chain, yet there is still more that can be done to boost the value of the market.
  • TV advertising will continue to dominate AVOD revenue over the next five years, but digital video remains an important long-term strategic priority for traditional TV players.

Features and Benefits

  • Contextualizes the trends shaping the future of the AVOD market.
  • Identifies how legacy TV players, content providers, operators, and technology vendors should approach the rapidly growing AVOD market.

Key questions answered

  • What share of total TV and video ad revenue will AVOD account for over the next five years?
  • How will the rise of social in-feed and out-stream video formats affect the broader video advertising market?
  • What are the main factors that will drive AVOD revenue growth over the next five years?
  • What are the challenges faced by platform owners, technology vendors, and other AVOD stakeholders looking to maximize the value of the market?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for broadcasters and service and content providers
  • Recommendations for vendors


  • Methodology
  • Further reading
  • Author

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