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2017 will see advances in advertising around both live and linear video content, as well as an increased role for messaging platforms in the distribution of video. For premium content, Netflix’s localization strategy will ensure it continues to dominate the global SVOD market, while VR video will find a paying audience in 2017.


  • The growth of online video advertising will complement, not cannibalize, TV advertising as advertisers focus on audience-led cross-platform strategies.
  • 2017 will see the maturing of several new platforms and technologies that deliver new video experiences, including live streaming, virtual reality, and the distribution of video content via messaging apps.
  • Despite Amazon's global plans, Netflix will continue to dominate the global market for SVOD.

Features and Benefits

  • Helps all in the value chain understand the major new trends emerging in the consumer video market in 2017
  • Identifies some opportunities for growth in consumer video

Key questions answered

  • What are the major trends globally in consumer video in 2017?
  • Will Netflix's dominance of the SVOD market continue?
  • Will VR impact the video space in 2017?
  • On what platforms will consumers be watching video in 2017?
  • How is the future of video advertising evolving?

Table of contents


  • In brief
  • Ovum view
  • Key messages
  • Recommendations

Video will complement, not replace, TV advertising

  • Multi-platform strategies will see online video and TV advertising converge

VR video will reach a tipping point in 2017

  • Future technology will further enhance this new experience


  • Further reading
  • Authors

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